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Detroit Bikes: Becoming the Biggest Bicycle Manufacturer in North America
內容大綱
In 2016, Detroit Bikes was a relatively new company seeking to become the largest bicycle manufacturer in North America. The U.S. bicycle market was dominated by imports from China and Taiwan, and Detroit Bikes saw an opportunity to compete by producing bicycles in the United States. The numerous business opportunities arising from Detroit’s economic downfall and recent resurgence provided an ideal location for the new bicycle company. The founder was growing Detroit Bikes aggressively, taking advantage of the company’s marketable “Made in USA” branding. His ambition was to build on this success, eventually producing 50,000 bicycles per year.
學習目標
This case is suitable for undergraduate and MBA courses in marketing, business ethics, and corporate social responsibility. It is particularly suited for a course that involves developing a marketing strategy using a real example. Topics covered include marketing, marketing strategy, business ethics, and corporate social responsibility. Upon completion of the case, students should be able to<br><ul><li>describe how business can play an important role in society by creating jobs and opportunities;</li><li>identify business opportunities that emerge from crises; and,</li><li>develop a marketing strategy that matches aggressive growth projections and goals.</li></ul>