You have just started working for a bicycle manufacturing social enterprise that has been running for 2 years. The Bike Social Enterprise firm exists to: Give customers reliable and excellent value bicycles and maintenance Create opportunities for vulnerable people to train, gain confidence and get a positive lift back into independence and employment This third-sector firm seeks to have a positive impact on people and communities, this remains a top priority for the staff members, alongside meeting customers needs. The firm has invested heavily and is developing a strong presence within the Road Bikes segment. The primary bike market you trade in consists of more than 20,000 potential customers in the Road Bike segment. Road bikes are a specialised segment, with customers often having a very specific use in mind when they buy the bike. The primary feature of a road bike is speed, mainly because it makes it a more effective tool on the road than a mountain bike. However, other features can be very important according to way that the bike will be used. There are several sub segments into which your competitors sell into; Commuting, Fitness, Leisure, Racing and Touring. Competitors of the bicycle manufacturing company that you work for also operate in the Road Bikes primary segment as well as operating in different sub segments. You need to be aware of what market your competitors are selling into on a quarterly

TASK: 1. Understand the nature of a social enterprise firm what does this mean for your firm. 2. Find out who your current customers are by researching different aspects of the road bike market. 3. Which sub segment(s) do the majority of road bike companies currently sell into? 4. What are the demographics of your customers? Please include: age; gender; location; occupation; disposable income; hobbies. 5. What are the psychographics of your customers? Please include: personality traits; social convictions; political persuasions. 6. How does your organisation plan to promote itself to customers? (List & explain at least 3 or 4 ways) 7. Which marketing / advertising streams does your company plan to use. 8. Who is your nearest competitor in the same segment(s)?

Main task - make a reflective report pf 2500 words on your assignment given above

You should base your performance report on GIBBs (1988) Reflection Model

your reflection report should include

1Description (what happened?) A detailed description of the nature of the case studies. Consider: - When and where did you read them? - What industry of business where the case studies situated? - Who else was with you whilst you read them? (e.g. did you work with others on the programme?) - What was your role when working with others on the programme? (Refer to group working theory for this) 2. Feelings (what were you thinking and feeling?) A detailed overview of what you thought and felt during this experience. Consider: - What did you feel before starting reading? - What did you feel/think about solving the challenges that were presented in each case? - Did you feel that you were equipped with enough business knowledge to answer the questions? 3. Evaluation (what was good and bad about the experience?) An objective overview of what worked, and what didnt work, whilst reading and analysing the case studies. Consider: - What was positive about the period of reading the case studies? - What was negative? - If you worked with others, in groups, how did working in groups align with Tuckman and Jensens group working theory? (Also refer to other group working theories) 4. Analysis (what sense can you make of the situation?) Interrogate your ability to make strategic business decisions. Consider: - What do you think worked well about the decisions you made? - What didnt work? - Within which areas of Business & Management did you find it most difficult to make strategic business decisions (e.g. Marketing, Operations, Marketing, Management, External Environment, Internal Environment) etc. (Did you apply Mintzbergs or Porters theories? If so how?) 5. Conclusion (what else could you have done?) Draw conclusions about: - How could this have been a more positive experience? - What skills do you need to develop, to better perform and understand these types of case studies? - What skills do you need to develop to perform better when working within groups?

6. Action Plan (If it arose again what would you do?) Devise an action plan, of actionable steps that you could take to address all the problems presented within the business case studies. This should address content relative to business functions and business strategic decisions and analysis abilities. You may need to include an appendix and place your plan within appendices. Feel free to organise your action plan as: Market Research, Production and Promotion/Strategy.