Product details

The category manager and category development analyst for bicycles and bike accessories at Canadian Tire Corporation were faced with making both strategic branding and tactical assortment decisions in an effort to grow the sales and profitability of the bicycle business for Canadian Tire Retail. Sales have been flat due to increased competition, lack of product innovation and a market that was not growing. The category team must evaluate opportunities to add a premium, national brand to the retail chain''s brand portfolio. An excel spreadsheet ''7B04A038'' is available to accompany this case.