Schwinn Bicycles
Schwinn Bicycles.
I. Background:
A. The Environment
i. Social
The social environment of the company would be composed of people who are looking for a cheap adult bike although the company is trying to change it for people looking for high-end, high-tech bike who are willing to spend money to get a superior quality product.
ii. Economic
Historically, the company has been the biggest U.S. brand in its category with up to 25% market share. Nowadays, it has lost that position as market leader and scrapes a mere 5%.
Schwinn was recently sold to the Zell/Chilmark Investment fund, who is trying to turn it around by injecting new money and trying to reposition the brand from the low-end of the market to the high-end one.
The company has had to face a major downsizing (from 300 employees to 180) as well as having its headquarters changed from Chicago to Boulder.
iii. Political-Legal
- No known political-legal issues are mentioned in the case.
iv. Other
B.......
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Approximate Word Count: 1962
Approximate Pages: 8 (250 words per double-spaced page)
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