Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Version: 24.11.2003
Length: 6 pages
Data source: Generalised experience
Share a link:
https://casecent.re/p/11950
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
The Baldwin Bicycle Company was a classic case of a family firm unable to fight out of a declining competitive middle ground, pressured on the one hand from the high-end specialty manufacturers, and on the other by the low-price bicycles being imported from a growing number of Asian manufacturers with lower costs. As the newly appointed Marketing Vice President, Suzanne Leister was also the first non-family member to be admitted to the exclusive ''Baldwin Family Execs''. Would her proposed Hi- Value deal, which would involve private branding and considerably lower margins, live up to her expectations?
About
Abstract
The Baldwin Bicycle Company was a classic case of a family firm unable to fight out of a declining competitive middle ground, pressured on the one hand from the high-end specialty manufacturers, and on the other by the low-price bicycles being imported from a growing number of Asian manufacturers with lower costs. As the newly appointed Marketing Vice President, Suzanne Leister was also the first non-family member to be admitted to the exclusive ''Baldwin Family Execs''. Would her proposed Hi- Value deal, which would involve private branding and considerably lower margins, live up to her expectations?