Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Version: 09.05.2003
Length: 31 pages
Data source: Published sources
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https://casecent.re/p/11992
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Abstract
This case describes the launch of a low-cost motorized bicycle in China. The XFM, a ''powered bicycle'' is to be produced in Fei-Ma Bicycle''s own plant in China from an engine imported from Germany and locally supplied components and labour. Successfully handling the product requires a full understanding of the local environment in China (potential customer segments, competitive environment, government restraints) as well as an understanding of the economics of the project: marketing and manufacturing costs; and distribution.
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Abstract
This case describes the launch of a low-cost motorized bicycle in China. The XFM, a ''powered bicycle'' is to be produced in Fei-Ma Bicycle''s own plant in China from an engine imported from Germany and locally supplied components and labour. Successfully handling the product requires a full understanding of the local environment in China (potential customer segments, competitive environment, government restraints) as well as an understanding of the economics of the project: marketing and manufacturing costs; and distribution.
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