Cannondale

Paper Summary:

Case summary of the U.S. bicycle company. How and where products are sold. Sales growth. Bicycle industry. Growth potential. Competition for market share. Cannondale's intention to enter the motocross market .Need to develop an exit strategy for the motocross product. Analysis of the Company's strategic management process. Financial performance. Recommendations.

From the Paper:

"Case Summary

Cannondale is a highly successful bicycle company based in the United States. It sells its products through independent retailers rather than through discount or department stores, and the company specializes in high-end bicycles that appeal to serious riders. The company is an international marketer with sales throughout the world, and it has moved from traditional manufacturing techniques to a highly sophisticated system combining CAD/CAM technology with Cannondale.specific and unique components. The company's products have an excellent reputation both for style and quality, and the company has enjoyed sales growth for each of the past ten years, although growth has slowed in recent years.

The bicycle industry itself is highly competitive with a number of manufacturers ..."

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