sample competitor profile 2 (1)

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Marketing

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Jan 9, 2024

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Competitor Profile - Sinai Bikes Team 4: EZRide Juoying Pan, Jim Weldon, Megan Sharifi, Morgan Parkin
Motivation - Management Assumptions Competitors Future Strategy Motivations - Drivers Action - Current Strategy Action - Capabilities Be the market leader in the Bicycle industry Own the largest market share Have the highest brand recognition Increase their revenue by a minimum of 50% Expand their market internationally They assume they can match dollar-for-dollar and feature-for-feature against any competitors in the marketplace They will continue to mimic the top compensation packages in the marketplace They assume that they will remain in the top 2 in the marketplace Targeting high-end customers in mountain and speed segments by focusing on delivering tough carbon built bikes Excellent at forecasting production capacity and managing supply chain Good at managing employee morale and productivity since they didn’t need overtime Ability to develop IP Out executed marketplace via e-commerce sales channel
Sinai Future Predictions (Q6 and beyond) R&D Sinai will remain on par with EZRide based on their Investment in the Future Metric of 6.23 Sinai has technologies to license, however, EZRide has been approached by two other competitors to license their technology Production/Manufacturing By analyzing their Productivity and Investment in the Future Metrics, we believe Sinai will remain one of the top producers, capacity and cost-wise, in the marketplace Human Resources It appears that Sinai was understaffed compared to the market leader (EZRide) and will need to make additional investments in order to compete on a per sales rep production basis Sinai will need to increase their worker’s compensation and overall job satisfaction in order to stay competitive in the market Marketing Sinai failed to enter new markets at the same rate as the market leader (EZRide) impacting their ability to keep pace from a market share perspective Overall marketing investment and effectiveness for Sinai was close to 50% less effective from a click-through and cost per lead basis Sales We forecast a decline in their quarter-over-quarter sales due to the less effective marketing campaigns, understaffed sales team, as well as the missed market opportunity in NYC
Appendix
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