Principal investigator: Prof. (FH) Mag. (FH) Martin Samek
Collaborators: IML 2014 Students
Client/cooperation partner: PEdALED
Duration: October 2015 – May 2016

Project Description
PEdAL ED designs clothing for people who love cycling – garments for demanding cyclists. Its mission is to combine design, function and a deep understanding of cycling to create world-class products that make the ride better and life smarter.
Since 2007 PEdAL ED aims at making the most comfortable and long-lasting garments on the market. Founded by Hideto Suzuki and handcrafted in Japan, PEdAL ED has grown internationally and recently also started a new collaboration in Italy, the heart of cycling apparel production. Here Mr. Suzuki’s creative talent has been able to develop new ideas, bringing together his unique understanding of materials and designs with the best of Italian manufacturing tradition. Made in Italy and made in Japan stand for great attention to detail and care for high quality products.
PEdAL ED’s products are available internationally in selected bike stores and via PEdAL ED’s web store which is embedded on their website www.pedaled.com.
Students of the LBS master’s program in International Management and Leadership will collaborate with PEdAL ED’s management to develop an e-commerce concept, which translates the company’s unique selling proposition into its web shop.

Project Goals
This project aims at identifying which value propositions in e-commerce (free shipping, free return, real- or in-time virtual sales talk, etc.) can positively affect conversion, sales volume, propensity to purchase, repurchase, and average customer sales and customer retention.
After gaining a good understanding of the fashion industry, sports apparel and cycling in particular, students will extend their knowledge about e-commerce concepts and practices.
As the final deliverable the group will present a concept for PEdAL ED’s e-commerce strategy and related applications (web shop, etc.), which will provide an extraordinary shopping experience matching the unique selling proposition of PEdAL ED.

Research methods
Secondary research, as a synthesis of existing research will provide the basis for the concept. Purchase behavior, value networks, distribution, market logistics, contemporary forms of retail, direct marketing, e-commerce and post-purchase behavior are the main fields, which should provide data and information for this project in applied business research.
The contribution of different value propositions to different types of marketing metrics will be the first focal point of desk research.
A structured assessment of e-commerce best-practices and solutions will be conducted to find ways of translating PEdAL ED’s unique selling proposition to its web shop design, features and offerings.



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