Essay PreviewMore ↓
Specialized produces a full range of high-end and entry-level road bikes, mountain bikes, commuter/city bikes, children’s bikes, BMX bikes, and offers an extensive line of bike accessories. They divide the bike market in two categories: (1) the retailer- it only sells to the retailer because they realizes a strong relationship with the dealers is a key factor for success. (2) The end-user consumer- its focus in designing the product and broken down into the target age groups.
• Higher technology and enough innovation ability in design.
• Good retailer relationship and extensive global distribution network (5000 retailers in the world)
• Good advertisement.
• The people in the company and the passion which the people have for what they were doing.
• Sales amount was going down.
• Dealers don’t have the time to educate customer in each product of every line that they carry.
• Just focus on the retailer instead of the end-users.
• Competition - There are now more than 20 manufacturers in the bicycle industry and Specialized will need to stay at the forefront in order to keep its leadership.
• 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.
• The company constantly visits and context dealer to keep in touch with the changes needs and desires for the consumers and dealers.
How to Cite this Page
"Specialized Bicycle Components Inc.." 123HelpMe.com. 18 Jul 2018
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- The most versatile bicycle is one with upright handlebars, slick (no huge knobs) medium-width tires, attachment points (braze-ons) for a rack and other accessories, and no shocks. This describes a popular segment of the bicycle market these days, "urban bikes". My bike is like this, though back in the day it was purchased it was considered a mountain bike. Frame. It is important that a bike frame's geometry matches your body and your typical type of riding. Imagine a rubber frame: stretch the top if you have a long torso, shrink the bottom (make the wheels closer) if you want quick handling; stretch the bottom if you want a smoother, more stable ride for touring.... [tags: Bicycles]
1046 words (3 pages)
- According to Dryden et al. (1992), the concept of art therapy is essentially based in the image and the progression of this method permits the occurrence of a transaction between three critical components of this model. Respectively these components are known as the creator or patient, the artifact, and the therapist. The aims of art therapy align with other processes of therapy whereby; the therapist engages his/her expertise to allow the patient’s unconscious feelings to travel to a conscious state.... [tags: therapy, components, emotions, feelings]
2735 words (7.8 pages)
- At the core of any successful business is a functioning, well-organized network. The design of that network can be a daunting task for even the most skilled of Information Technology and Networking Professionals. To make that task more manageable it’s easier to divide it up into the key components needed to implement a successful network design. In this proposal we will go through those key areas and understand the needs of Worldwide Advertising Inc. and some of the suggested solutions specific to the organization. Deployment and Server Editions Server Editions WAI is a relatively small sized company in regards to IT needs and specifically when it comes to determining the Win... [tags: Worldwide Advertising Inc. Case Study]
2448 words (7 pages)
- Specialized Courts “Specialized courts differ from traditional courts in that they focus on one type of offense or offender. Usually the judge plays an intensive supervisory role. Other criminal justice components (e.g., probation) and social services agencies (e.g., drug treatment) are involved and collaborate closely in case processing.” (Office of Justice Programs [OJP], 2008). High statistical correlations between offenders may demonstrate a need or possibility of specialized courts. These courts focus on the underlying issues behind the offending and try to cure it at it’s roots (NIJ, 2008).... [tags: Criminal Justice]
903 words (2.6 pages)
- Vittorio de Sica's The Bicycle Thief Since the beginning of its existence as a country, Italy has faced enormous challenges in establishing itself as a unified political and social entity. The geographic, economic, and linguistic differences between its various regions and the artificial manner in which they were amalgamated created a legacy of internal divisions that continues to dominate the country's political climate to this day. Italy's numerous historical fiascoes, such as its disastrous involvement in the two World Wars and the rise of fascism, further escalated the domestic problems that had haunted it since the Risorgimento.... [tags: Movies Film Bicycle Thief Essays]
3280 words (9.4 pages)
- Pharmacy Technicians: A Specialized Discourse Community Overview of pharmacy technicians: Do they fit the criteria of a discourse group. When doctors prescribe medication for their patients, a local retail pharmacy is most likely to be utilized to fill the order. However, there is a growing population of older Americans that are no longer able to live independently and must reside in nursing homes or assisted living facilities. In order for this vulnerable population to receive their medications, a different kind of pharmacy is needed, these are known as LTC, long term care pharmacies.... [tags: Doctors, Medication, Patients, Pharmacies]
1296 words (3.7 pages)
- There are two industries that the business falls under: bicycle tours and bicycle rentals. Both industries fall under larger categories for NAICS code classification. Bicycle tours are classified as 561520.05 under the larger category of tour operators, 561520 (North…Tours, 2013) (Bizminer…Tours, 2013). Bicycle rentals are classified as 532292.02 under recreational goods rental, 532292 (North…Recreational, 2013) (Bizminer…Rentals, 2013). Size and Growth Rate of Industry Bicycle tourism is a small, yet growing industry in the United Sates.... [tags: tourism, market potencial, globalization]
1786 words (5.1 pages)
- Alumina Inc. is a $4 billion aluminum maker, based in the United States and operates in eight countries around the world. The United States market constitutes of 70% of its sales. The company manufactures automotive components, alumina refining, bauxite mining and aluminum smelting. Alumina falls under the jurisdiction of region 6 of the Environmental Protection Agency (EPA). As the business manager in Alumina Inc., I am leading the effort in managing a crisis arising out of allegations of environmental damages.... [tags: Alumina Inc Case Study]
1171 words (3.3 pages)
- Physics plays a vital role in all that we do, whether we are aware of it or not. The sport of bicycling is no exception to the physical laws of Mother Nature. Friction is a resistive force that always acts in a direction that is opposite to the motion of a body. Frictional forces are dependent on two components; the coefficient of friction and the normal force. Friction = (µ)(n) There are two different types of frictional coefficients, static and kinetic. The coefficient of static friction is the frictional force that must be overcome before any motion commences.... [tags: physics bike bicycle cycle]
967 words (2.8 pages)
- The Bicycle and Society Today the bicycle is seen as a choice of transportation rather than necessity, this is due to it's out dated technology. To westernized civilizations riding a bike has been seen to become a hobby. If a person was to travel down the street to the shop they would drive their car, this is because it is easier, quicker and more convenient to the person. This decision by a person is accepted by the community. As technology has improved over time the use of bicycles has decreased.... [tags: Transportation Bicycle]
1547 words (4.4 pages)
• This is also considered as an oppertunity for the company to gather vital feedback that can constantly enable them to produce better products which are high in quality and low in price.
• Competition and pricing – There are 20 other manufacturers and that puts a lot of pressure on Specialized to be at the forefront of their industry.
• There are fewer and fewer good retailers and people who retailers are lining up the most run and profit about companies.
• Sales and marketing - Other manufacturers are selling through other mediums other than retailers which could limit Specialized’s exposure to the end-user.
2. As part of step 2 of the planning phase and using your SWOT analysis, select target market on which you might focus for present and potential bikers.
Specialized current target markets are two age groups i.e., 18-25 year old and the 30-40 year old professionals. First, to increase their sales, the company should broaden its market groups to include the baby boomers that are at the top of their “earning” power and can easily afford to pay for the “specialized bike designs” that the company is focused on. The baby boomers not only have the money but also have the time, with most of their kids in college or on their own. It is also an alternative to other fitness programs that the boomers have gone into such as the gyms and spas, by doing that it can attract more consumers. Second, advertising their products would also be a key factor in increasing awareness by focusing not only on the “ride of their life” but also appealing to the health benefits and an emphasis on the bicycle as a “green” alternative as a mode of transportation would broaden their customer base. Third, Specialized needs to expand its marketing strategies to increase the company exposure which would lead to increase sales. It should not limit itself by selling its products through the dealers but it should also use other channels of distribution through sporting goods stores, independent retailers and mail order merchants i.e., the internet.
3. As part of step 3 of the planning phase and using your answers in question 1 and 2 above, outline Specialized’s marketing programs for the target market segments you chose.
Specialized company is a major manufacturer of bicycles and bicycle equipment, and been known as one of the best mountain bike manufacturer. In early 1990s, the company had a hard time for the mountain biking industry. The popularity of the bikes attracted a lot of competition so that companies were trying to flooding the market with mountain bikes while at the same time sales were declining. The company been struggling and competing against with 20 other bike companies. In order to remain on top, Specialized company provided different techniques to develop and expand their products in some progressive marketing programs.
It’s all about competing and developing positive strategies to gain achievements. The founder of Specialized company, Mike, he sees a commitment to top quality and design as the most important factor for futures success: “Even though we’ve been around for 20 years, this company still feels like it has something to prove. I expect it will always be that way”. This mission emphasize that the company should have a wide improvements on marketing tactics and marketing strategies.
Here are some tactics and strategies Specialized provide:
• Specialized designed its own server, the World Ride Web, on the Internet to expand the relationship and extensive global distribution network to all retailers. The Web site offers international mountain bike trail and road bike trail directories, e-mail access to Specialized engineers, a trail preservation network, and a dealer directory that connects users directly to dealer home pages.
• Specialized persuade guest appearances on TV talk shows and displays in retail shops help keep the name of the company in front of the end-user consumer.
• Specialized target its other market segment, the dealers.
• Specialized launched some activities such as “Best Ride Tour” and “Ride Before You Buy”. It loaded up trailers full of the new models and visited 30 cities nationwide, enabling retailers and shop employees to test ride the bikes.
• Specialized involved in joint ventures to keep its technological edge, including one with Du Pont that led to a more aerodynamic wheel.
• Specialized entered into a distribution relationship with GripShift, allowing the high-end gear manufacturer access to its extensive dealer network.
• Specialized sponsors races, provides racer support teams, initiates mountain biking safety programs, and is involved in trail-access advocacy groups all over the world.
• Specialized supplies bicycles and equipment too many of the top racing teams in the world, such as Domina Vacanze that raced in the 2004 Tour de France.
• Specialized sponsors a variety of professional teams, as well as supporting local grassroots "factory teams," set up through Specialized retailers.
• The company produces a variety of gear, including clothing, helmets, and parts, in addition to over 25 lines of bikes. They range from cheaper models such as the Rockhopper and the children's Hotrock up to the expensive S-Works for road and cross-country riding; and the Demo for serious freeride
Specialized have come a long way from the first mass produced mountain bike. Because Specialized had great organizational marketing strategies, a wonderful mission statement, a brilliant strategic marketing process and marketing plan. Today they make one of the most advanced full-suspension bikes on the market.