In terms of social aspects, Australia has an aging population growth. Most of Australian society at present is making a switch to healthier options in living. Hence, the use of the bicycles would be welcomed by people. Technology wise, the country is in the top par. The country community networks and state networks both lend assistance in technological support to people. Technological advancements and theoretical research works on how to improve bicyclists safety and more are conducted in the country. This shows that the country is both ready for the technology related services that Giken must offer. It also makes them more receptive to the use of newer technology. They have a better learning curve.
The next logical step after diagnosis or assessment of where the business concept would fall with respect to the industry, marketing strategies must be developed. Where the assessment shows, what exists, the strategy shows what can be done with what exists. The next step after formulation of the marketing strategy is the creation of the marketing plan. The marketing plan is created based on marketing specifics. It is an implementation of the objectives.
Some of the quantifiable marketing objectives are presented below. Organizations will seek to implement these marketing metrics and will also track the internal objectives implementation and competitions with the help of these marketing metric. Some of the example metrics that would be applicable here are,
Market Share: In terms of the market share, the current population using bicycles and the required targets for future are mapped and used to understand success of objective 1. In terms of objective 2, for the existing bicycle user segment, the percentages that have started using the automated facilities are kept track of.