sample competitor profile 2 (1)
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University of Delaware *
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Marketing
Date
Jan 9, 2024
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Uploaded by MinisterOctopusMaster985
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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Related Questions
4:11
Eation requirement is APA Style, Versic
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As a sales manager, what characteristics would you look
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salesperson to the position of Regional Sales Manager?
Why do many outstanding salespeople fail to become
successful Sales Managers? What can sales managers
do to increase the professionalism of their salespeople?
How can a sales Manager reward a Sales Team to
increase profitability for the organization. If you, as a
sales manager, were required to prepare an annual
operating plan, what would you include in the plan?
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