This note investigates brand development in a growing industry. Four high-end U.S. bicycle frame manufacturers (Trek, Seven, Moots, and Cérvolo) compete for brand status in the $2,000-and-up mountain bike market.
Challenged by a carbon shortage that is coming and celebrated cyclist Lance Armstrong's retirement, the continued domination of Asian imports, and the decrease in the number of local bike shops, this industry faces major strategy challenges.
The Cycling Industry case study solution
PUBLICATION DATE: April 20, 2009 PRODUCT #: UV2964-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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