Executive Presentation: Mountain and Recreation Bike Industry

Executive Presentation to the Board
Author Name
Institution Affiliation
This paper outlines my experiences based on the data and the evidence I have collected during my research on the company. It touches all the aspects and sectors of the business that require attention and a summary of my findings can be found in this document. The data used in this paper is the company provided and is used to analyze how the company has performed financially and what market share it holds. All these aspects are considered from the time of its opening to date. I have touched upon company’s corporate strategy (where it was and where it is now after going through different stages of evolvement), its sales channel, manufacturing process, the in-house human resource system or mechanism, marketing, and financial strategies. This paper also highlights the company’s strengths and weaknesses with a particular focus on its current level of competition and how prepared it is for future competition. The three learned lessons are also covered in this paper.
Financial and Market Performance
The company had a good start and was able to claim a reasonable market share within no time. It has been able to keep its financial policy well intact with its operations. As I noticed that within six months (two quarters) the firm was trading from two shops. Not only this, the launch of new products met with good public demand which was a direct result of a successful marketing strategy. Upon receiving such a positive and overwhelming response the new range of products was introduced to meet the client’s demands, thus, replacing the old-fashioned range of products. This success was proof that the company is keeping the price and quality factors in its mind when manufacturing these products. This gave a great competitive advantage to the company over its competitors.
The Strategy of the Firm
Overall Corporate Strategy
The aim of the company was, like all, to maintain good profitability, gain a competitive advantage by leading from the front to become the industry leader. It wanted to attract the market segment looking for great quality products yet at low price. And to achieve this target, the company devised a strategy to compete with its industry rivals (in speed, mountain and recreation bike industry) on their home ground.
Marketing Strategy
Q1: We wanted to achieve two things with our marketing strategy; create our market share and maintain it. In other words, the goal was to build our position and retaining it for as long as we can. So, we strategized to cover those segments of the market which are competitive and smaller in its geographical size. Firstly, we spent good enough time on identifying the needs of the customers, so we only make something that is in accordance with their preferences. What we identified during our research that all three bikes required modification in their very basic components to suit the customer’s needs. For instance, all three bikes needed a standard carbon fiber material. We also found that Lightning suffered from the aerodynamic element, fast tires and precision in its brakes. Poise could be extra comfortable with standard good quality tires and brakes. The Beast lacked the rugged facto...