Specialized Bicycle Components Inc. was founded in 1974 and is now the leader in the industry. The company produces a wide variety of high quality bikes, both for mountain trips, but also for city roads. They place increased emphasis on the full satisfaction of their customers' needs and all operations are based on the incorporation of the latest technologies. The company's SWOT could be summarized as follows:
Strengths
Increased focus on the customers' needs and wants and intense efforts to satisfy these needs
Acknowledged brand - the red S, and good reputation
Skilled and committed marketing team which knows how to address and serve their customers
High quality products which incorporate the latest technologies
Wide array of products, including mountain bikes, road bikes, children's bikes and BMX bikes
Complementary products, such as helmets or shoes
Increased focus on innovation and the integration of novelty elements
They operate on international scale onto three continents, 35 countries and through 500 dealers
Highly sophisticated website, which once again points out their integration of the technological advancements, and makes them easy to contract from every corner of the world
Weaknesses
Specialized cannot directly and clearly communicate with the end user, as the intermediaries interfere in the process
The company is highly dependent upon the retailers
They are highly specialized on mountain bikes, but if they do not place more emphasis on road bikes, they risk becoming a niche industry
Opportunities
The technological advancements are accessible and Specialized can easily integrate them within their bikes
Specialized is the original bike manufacturer and the leader of the industry, being copied by the rest of the players on the market; and this adds value to their products and indirectly advertises them Numerous occasions to speak publicly (such as during TV talk shows) offer Specialized the chance to familiarize the consumers with their products and capture their interest
Possibilities to set the basis for strategic partnerships with numerous companies and increase the quality of the final product
The numerous social events organized and sponsored by Specialized have helped it maintain its good reputation and have supported the development of communities
Threats
The manufacturer faces increased competition on the market, moreover when the number of bike producers has reached 20
Specialized's competitors also have easy access to the latest technologies
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