Case Analysis
SMG 360
Matt Horton & Sarah Artz
The cycling industry has growth in the last couple decades in becoming a successful business. In the last decade four companies have standed out in the cycling business
The cycling industry as a whole has a variety of different bikes that will work for any scenario out there. The first bike that the industry creates is the “road bike” which is a made for paved surfaces, triathlon or time-trial. Following the road bike is the “Mountain bike” which is made for dirt trails and rocky terrain. After the mountain bike is the “Cyclocross bike” they are for off season training, for professional bike riders. The bike has a heavy duty frame,with fatter and knobby tires. One of the new creations in the bike industry is the “Hybrid bike”, this bike has an upright sitting positions that has comfort amenities such as having a wide, thick seat and simple gears. Another part of the cycle industry is the children’s bikes in which have smaller wheels ranging from 19’’ and below. The newest creation in the cycling industry would be the “BMX bike” which are used for motocross events that have smaller wheels, knobby tires and are used for jumps and stunts. Cruiser bikes are used for rent purposes they have fat tires, big handlebars and a more relaxed frame for an upright riding style.
These bikes are made up of a wide range of materials such as steel, which is inexpensive, strong, and is easy to work with. Aluminum is lightweight, inexpensive and non corrosive. Titanium is light, strong non corrosive and shock absorbing. Carbon fiber which is the lightest, strongest with unlimited frame design possibilities and excellent shock absorption. The distribution for the compa...
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... They advertize little but sponsor banner ads on websites and sponsor a few professional mountain bikers. Their main advertising is word of mouth, which drives their sales and is depended upon their customer service. The company does have a good reputation for quality of their product.
Moot is located in Spring, Colorado and they offer road and mountain bikes in titanium. They also offer a range of stock sizes and custom sizing bikes. Their price starts at 2,000 and tops at 10,000. They are know for the best quality of welds.
Cervelo is a Canadian company that focuses on aerodynamics and engineering. They offer time trail and road bikes with either aluminum or carbon frames. They don’t offer custom size frames but have 6 sizes to choose from.
References
"Factory Tour." Trek Bicycle. Trek Bicycle Corporation, n.d. Web. 13 Apr. 2014.
...so very successful because of their unique forms of advertising and promotions. Contacting certain audiences which is their main target during different promotions is a wonderful way to go. Understanding advertising will better help you understand yourself and make you realize whom you really are and whom you will always be no matter how many cosmetics you buy.
...ties across Europe. The advertising would more than pay for itself by increasing Harley’s sales volume. The new motorcycle developed with the European rider in mind would better compete with the other major producers in Europe.
The comfortable cushion takes away a lot of pressure you might feel when you’re riding the bike. You can adjust it so it’s easier for you to fit on it to get your exercise. The seat allows anyone between 5’3”-6’1”. It’s the ideal bike for different people in your home to use it comfortably.
Harley-Davidson owns a twenty percent market share followed closely by Honda, Yamaha, and Kawasaki. One thing they have had to overcome in the marketplace is the stereotypical image associated with motorcycle owners. It seems the publ...
longer and lighter with lower geared engines than the typical dirt bike. Trial bikes are
According to Robert Smith, the history of the bicycle goes like this: in the late 18th century and early 19th century, a two-wheeled vehicle with a wooden frame and a saddle, known as the celeripede ("fast feet") was developed in France. The celeripede had a fixed cross-bar and no pedals, meaning that it could not be steered very well and it was moved by running along the ground while straddling the saddle. Needless to say, it never became popular.
The company has a very good information systems support in being able to make strategic and routine decisions. They research and look into every available option prior to committing to purchasing or contracting with the companies in making sure that they are able to make the best quality product at the lowest costs.
External Opportunities • More people (94%) have new requirements for bicycles; the customers need bikes in different fields. • The popularity of Lance Armstrong has increased the interest on road bike, which represent 5% of the market. • The growing interest in cycling this is result in magazine coverage and the using of bikes and accessories in window displays that related to cycling.
HD has chosen the strategic direction of targeting women and the younger market that is technologically conscious in order to increase its share in the first time motorcycle owner market space. With the introduction of the new VRSC’S, and the new lowered sporster 833 L and the 1200 L, design for small riders who want more power, also promoting the already existing HD motorcycle owners to step forward and purchasing a bigger model. HD is in a position of attaining a sizeable share in the first time motorcycle owners, the young males, and females’ marketplace. To target the women and the young market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target women and the younger demographic.
There are three separate market segments: road bikes, mountain bikes, and youth bikes. Each of these segments range in differences such as size, price, product sensitivity, product preferences, and consumer viewing habits. Frequently, customers were interested in finding the lowest price to fulfill their needs. Our firm speculated the upgrading the mountain bike would encourage our customers to spend more money for a better quality bike; however, we discovered that customers were not interested in paying the extra money for an improved bike.
Some of the consumer magazines they have are more outdoors magazines like Field and Stream, Snowboard Life and Ride BMX. They even own the Chicago Cubs. So as you can see they like to have a wide range of investments and holdings that give them advantage in the mass media
for a ride on their day off, they modified their bikes and turned a hobby of
In order to provide a deep and complete analysis of the Motorcycle industry we provide an extended Porter’s five forces framework, because as we know this framework has several flaws and we have reinforced it with the factors we think affect the industry and alter its profitability.
There are many types of bicycles that a person can choose. There are road bicycles, mountain bicycles, hybrid bicycles, and cruiser bicycles just to name a few. Getting the right bicycle mostly depends on the conditions and the purpose for which the biker intends to use the bicycle. There are bicycles made for the pavement, gravel roads, rugged trails, and dirt roads. Road bikes are good for multiple pavement uses, including fitness riding, commuting, long-distance, event rides, touring and racing (“Bikes: How to Choose”). Road bikes are good for riding around the city or through neighborhoods. Road bikes are bikes that are built for speed. Mountain bikes are bikes that are good for handling dirt trails, bumps, and rocks. Mountain bikes are designed with a shock absorbing features and a better braking system (“Bikes: How to Choose”). Mountain bikes are good for off-road use, such as biking on a trail in the woods, but they can be used to ride on pavement as well. Hybrid bikes are bikes that are good for a wide range of uses. Hybrid bikes are a mix of the mountain bike and road bike (“Bikes: How to Choose”). They are not as fast as road bikes, and they are not as rugged as mountain bikes, but they are good for commuting. Cruiser bikes are good for casually riding around town. Many of these bikes feature a slightly wider 26-inch tires than other pavement bikes, a comfortable seat,
The frame is upswept at the front and rear to accommodate the movement of axles and wheels during springing This also helps in keeping the chassis height low. The longitudinal members are connected such that the frame is narrowed down at the front.