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Question: Discuss About The Market Conceptual Methodological Foundation? Answer: Introduction The discussion of the following paper is to get a proper picture of the marketing strategies of the ebikes in the modern context. The ebikes or the electric bikes have become a sensation in the contemporary era. This is why all the motor vehicle manufacturing companies are eyeing the production of the ebikes positively (Fyhri Fearnley, 2015). It can be said that the modern era is the age of technology. This is why the young generation is inclined towards the use of the electric bikes indeed. Some significant advantages of using the ebikes have been seen as well. Reef Bikes Reef Bikes is considered to be one of the most important electric bikes manufacturers in Australia (www.reefbikes.com.au, 2018). They are one of the most important and leading manufacturers of the electric bicycles in the country. The organization was set up in the year 2005. They have been serving the customers ever since and providing them with the best products for their use for various purposes (www.reefbikes.com.au, 2018). They have pioneered the invisiTRON technology that has catered to the needs of the many customers indeed. Their products have served the best for the customers in various areas. They have developed the designs of the Road Bikes, Folded Electric Bikes and Tricycles Prodeco Tech Prodeco Tech is one of the leading manufacturers of the ebikes in USA. They have been successful in gaining the ebikes market in the country for a long time now (prodecotech.com, 2018). The organization was set up in the year 2007. Market Opportunities It is essential for both the companies to adopt some strategies by which they can do their marketing. As their aim to gain the competitive advantage over their rivals in the country and expand in the foreign countries as well, they will look to capture the European market mainly to grab the customers of that continent (Berthon et al., 2012). They are looking to grab the markets of some parts of Europe like Germany, Belgium, Netherlands and some other countries. It is a common fact that this product is a complete durable product indeed. This will be helpful for all the customers as it will run for a longer time. The introduction of this product will be helpful for all the customers indeed (Berthon et al., 2012). Market segmentation Both the companies of Reef Bikes and Prodeco Tech will be eyeing to set their target markets in a way that all groups of people irrespective of their age and financial background will be able to take the benefit of using the e-bikes. The target groups of the companies can be divided according to the psychographic, geographic and demographic segments (Wedel Kamakura, 2012). The companies should put the more priority on the rural areas where electricity is very much costly. The company can provide the customers the ebikes at low cost to gain more customers. They can provide the ebikes in installments. In terms of demographic segmentation, the target age group will be 18 to 65. In terms of geographic segmentation, developed countries will be targeted in the initial stages followed by the developing countries. Regarding the psychographic segmentation, customers inclined towards fitness regime along with sustainable development will be targeted. Market diversification This product should be developed in a cost-effective manner so that everyone can purchase it (Baker, 2014) If they keep the prices down, the customers from all the financial backgrounds will be able to buy it. Positioning and market fit requirements Target customers The target customers for both the companies are broad and extensive. Target customers are segmented across different income groups and age groups. Customers from the bottom of the pyramid are looking for the cheaper alternative for transportation and customers from the top of the pyramid are looking for fitness alternative and sustainable development (Loveridge Mok 2012). Moreover, customers are also geographically targeted, which helps both the companies to have their more full market reach in different locations. Marketing mix The free electricity bikes are very much environment-friendly and customer friendly as well (Prist et al., 2016). The product is very much cost effective (Gordon, 2012). Price The price of the products should be kept between AUD 1400 to AUD 2000. The companies can offer various financial schemes for the customers like several business schemes (Gordon, 2012). They should provide the vehicles at low EMI rates. Promotion Social media marketing will be beneficial for both the organizations. This is due to the reason that, social media marketing will help in effectively determining the market tren and requirement along with generating positive word of mouth (Moshrefjavadi et al., 2012). Celebrity endorsements will be the other useful promotional tools. It will help in reach out to more number of customers leveraging the star power (Gordon, 2012). Apart from the social media, TVC and print media can also be initiated due to their higher market penetration. They should encourage the use of the con friendly energy like tidal power and solar energy (Gordon, 2012). Place The companies should sell the ebikes from several outlets across the country (Khan, 2014). The regional outlets should be opened by the companies to sell the products to support the brand extension methods. Consumption and purchasing patterns The primary target audience of the ebikes should be the young people as they are very fond of making the adventures (Wedel Kamakura, 2012). The young boys should be their chief target market. The income levels of the target market should be the people from the lower and middle-income levels. Thus all the people should be able to afford these products of electricity free ebikes. The technological facilities like several electronic gadgets within the target countries should be utilized by all the companies effectively (Wedel Kamakura, 2012). The young people and young boys mean the age group from 18 to 30 years of age. Cross national segments The trans-national segments meaning the market segments that are spread across all over the world. These are opposite to the cross-national segments will have to be found out through a proper survey indeed. The customers will have to be divided according to their nationalities. Thus the companies will be able to provide the best services according to the demands of the customers (Hassan Craft, 2012). As the German and French people are very fond of stylish products, they will provide the ebikes with style. The British people prefer elegance so the ebikes supplied to these companies will be full of elegant looks. The other countries they can focus on are Germany, Belgium and Netherlands. Universal segmentation The universal target segmentation for the ebikes will focus on the improvement of the rural areas of the target countries. Ebikes are very important and beneficial for the economically backward people since those bikes will cater to get all the household materials (Hassan Craft, 2012). There are some specific purposes for the diverse people from diverse financial backgrounds. The rural people who do not have the necessary electricity facilities can use the free electricity bikes properly indeed. The people from the higher economic backgrounds can opt for those ebikes for the fitness issues. Customer value proposition Determination of the customer value proposition involves a few steps. The first step is the analyzing the need of the customers and the value being offered. It is vital for both the organizations to identify the gap between the requirements of the customers and value of the products being offered. The next step is to design the value proposition by the change in the market requirements to efficiently fulfil the customer expectations. The next step involves the adaption of the stated value proposition in the organizational culture of the company. The organizational strategy and culture should be integrated in such way that it can adapt to the frequent change in the market scenario. The next step involves both the organizations implementing efficient and proper communication channels to communicate the value propositions to the customers. Social media market will be beneficial in this step. The last level is the review. It is essential due to the reason that it will help in identifying the issues with the current propositions and rectify those accordingly. User experience The user experience is a precious thing in the sales quantity for the ebikes that the two companies sell (Fyhri Fearnley, 2015). The users or the customers bear a good impression on the products. They can show it off to their neighbours as well. If they are satisfied with the quality of the products, they might recommend it to their friends as well. Thus the sales will increase (Fyhri Fearnley, 2015). Global consumer culture positioning The global customers will want the better branding of the ebikes from both the companies. Reef Bikes will try to provide the best quality products for the global consumers. They would be able to offer the online services for the global customers. They can opt for free shipping of the products (Hassan Craft, 2012). Local consumer culture positioning The local customers will have to be provided the best services indeed. The local customers can buy the products from different outlets of the companies. In this context, the companies will deliver the products to the customers within a proper time. Thus the brand value of the companies will undoubtedly increase (Huang Sarigll, 2014). Market entry The continent of Europe has always been full of technological innovations around the globe (Schuster Holtbrgge, 2012). This is why they have aimed for the European countries. It is recommended that joint venture should be initiated by both the companies. This is due to the reason that, initiation of the joint venture will help in reducing the risk of entering in foreign countries along with the reducing the rate of investment in the foreign countries. A joint venture will help these companies in forming strategic alliances with any domestic partners in the host country. This will assist them in efficiently determining the local market requirements and offering the products accordingly. Also, presence of the local partners also reduces the number of investments. Brand Positioning These e-bikes will be positioned as a cheaper and pollution free mode of transport over the conventional ones (Huang Sarigll, 2014). Though, the initial cost of the e-bikes will be higher compared to the traditional mode of transports. However, the operating cost will be much lower along with having smaller or zero emission. These will be positioned as more sustainable options over others available substitutes (Schuster Holtbrgge, 2012). The key selling propositions for these e-bikes will be the environment friendliness and zero emission. In the current scenario, these propositions will be more efficient due to the recent issue of environmental degradation. The different market strategy theories can be helped by the Conclusion This paper can be concluded by saying ebikes is one of the most prolific innovations in the modern era. The customers have become the frenzy of possessing the ebikes. The target market of the ebikes manufacturing countries is the young generation. This is why the companies are keen on providing the customers with the best ebikes products. They are very conscious of meeting the requirements of the customers properly. These are the reasons the companies are focusing on making the ebikes become a common thing in every house, References Allen, G., Dar, A. (2013). Foreign direct investment. House of Commons Library Standard Note SN/EP/1828. www. parliament. uk/briefing-papers/sn01828. pdf (accessed July 4, 2013). Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan. Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). 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