Situation Analysis
The Internal Environment
Trek’s current marketing strategy for their women’s bicycles mainly
involves social media. Trek does not market through magazine or
television, and relies heavily on word of mouth from serious cyclists.
Trek currently has a Facebook page with nearly 60,000 likes
dedicated solely to their women’s bicycles. However, it is clear that
the main target audience of this page is serious mountain or road
cyclists. Many of the pictures show women in full bicycle gear
drenched in sweat or covered in mud.
This likely appeals to just a small fraction of Trek’s target audience,
and is something that women looking for a bicycle to casually ride
may be unable to relate to. Many of the posts describe the different
models of women’s bikes, but the majority of them feature the road,
mountain, or fully custom bikes. These are Trek’s higher priced
products, and when a potential consumer sees the four or five figure
price tags on these bicycles, they may likely be drawn away from
Trek and toward brands perceived as less expensive.
For the amount of likes that Trek Women’s Facebook page has, there
is a significant lack of conversation compared to the Trek Official
Facebook page. Most of the posts consist of a square advertisement
depicting a woman on a bicycle with a short and catchy caption. The
Trek Official Facebook page often highlights Trek sponsored
professional athletes, photos that amateurs have taken on their Trek
bikes, and various human-interest pieces related to the world of
cycling.
Every so often, Trek will release a brand video or product release
commercial on their website and through their social media. These
clips are not shown on television or on other web outlets.