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Schwinn bicycles - Case Study Example
Pages 4 (1004 words)
The present study analyzes the case of Schwinn Bicycles with regards to its turnaround strategy. The findings of this research will provide insight of the reasons for the decline of the company and the positioning issues of the brand and the product. …
This research aims to evaluate and present the main strength of the company that lies in its large number of association with the industry segment. The company’s association with the industry dates back to more than a hundred years. Schwinn bicycles was once the market leader in the industry and has a an easy brand recall by the customers. The expertise of manufacturing and other operational aspects also constitute some of the other strngths of the company. A team of deidcated huamn resource base as well as a number of manufacturing units also serve as potential strngths of the company. The major areas of weakness of the company lies in its considerbly degrading market share and its outdated product line that finds very few takers in the market. In addition to this the issue lies with the poor positioning of the company as the customers find the brand and its products outdated and old fashioned that does not meet the expectations of the prospective sutomer segments. The internal organizational aspects like HR policy and the aspect of sourcing some of the products from Asian nations has also put questions over the aulity aspect of the company’s products. One of the possible alternatives before Schwinn bicycles is a repositioning strategy. Repositioning involves changing the perception about a product or a brand in the minds of the target market audience. The repositioning strategy would involve focusing on innovation and needs of the customers and successfully communicating this change so as to change the perception of the brand and its product in the minds of the target market audience. ...
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