Oasis: The Marketing Situation in Research Proposal

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There is no one type of bike that truly fits all needs: "The frames of most road bikes are not particularly beefy in construction and generally won't stand up well for extended periods under heavy loads or on really rough surfaces" (Fielder 2009). Mountain bikes are heavy and ideally suited for rugged terrain -- both bikes are less comfortable than larger 'cruiser' styles that require less maintenance. Combined styles that try to hybridize the features of different styles are too slow for road cyclists, not durable enough for mountain cyclists and still require the extra maintenance because they possess gears, as opposed to cruisers. Regardless, there is a demand for combined bikes -- there is a demand for all cycles, given the multifaceted use of bike riding in sport and for practical use. The 2002 National Survey of Pedestrian and Bicyclist Attitudes and Behaviors reported a relatively even split between the main reasons people choose to cycle -- 26% for recreation, 23% for fitness, and about 10% commute by bike (Facts & Figures, League of American Bicyclists, 2009).

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The demand for children's cycles sturdy enough to commute may become a greater factor in the market in years to come (Hubsmith 2007). Childhood obesity has tripled and the percentage of children who regularly walk or bike to school has dropped from 50% to 15% in just one generation -- that means that students today are 35% less likely to bike to school than their parents born in the 1970s. As an antidote to the obesity crisis, many school districts advocate 'bike to school' programs ("Fast facts," Bikes Belong, 2009). Sturdier children's bikes that are safer and more durable than toy store bicycles, and resemble adult cruiser and Dutch types may gain in popularity.

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