You are the Marketing Manager for a new line of electric bikes named eBike in a big German
corporation. The electric bikes feature a light alloy frame (average 20 % lighter than product of your competitors), durable battery of new generation which gives 15 % more range and which your competitors do not have, and can be offered in 15 different colours (average 5 colours for competitors). Product customization per customer is also possible (no other competitor offers it).
You are planning a potential launch in Austria. Average price per bike for your main competitive brands is € 450, and you plan to sell the eBike starting from € 490 to € 690 for the customized models. There are many competitors on the market but they do not invest a lot in advertising and no single competitor has more than 10 % of the market.
Your task is to prepare a questionnaire to help you with the following tasks:
- Segmentation of the market in order to select target groups
- Finding the best message and media strategy for the target groups
- Deciding on the price at which to launch the eBike
The questionnaire should have no more than 20 questions
Write the questions in black. Then in blue briefly explain why you ask some of the questions (the logic behind them). You do not need to explain the obvious questions like place of living, age, income, etc.