P/M/301. E-marketing plan for Giant Bicycle Company in the UK

The paper expresses concern about the limited online presence of Giant Bicycle Company in the UK and examines the ways of using the Internet as a channel of selling. Having described the profile of the Company the author goes on to analyse its activities along the lines of SOSTAC planning, Internet marketing environment and Pestel referencing. The use of the Internet in the UK is outlined and a detailed analysis of the UK bicycle market is presented. Proceeding from these observations the author comes up with the evaluation of Giant Bicycle Company performing SWOT analysis and looking at customers, intermediaries and competitors of the company in the UK. The study ends up with outlining an E-marketing plan for Giant Bicycle Company. The paper is supplied with illustrative tables, figures and diagrams.