Product details

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Case
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Reference no. 510-008-1
Subject category: Marketing
Published by: China Europe International Business School
Published in: 2009
Length: 14 pages
Data source: Generalised experience

Abstract

Shimano is the leading brand for bicycle components such as gears wheels, brakes and ball gears. With a 70 per cent market share, not only do they dominate the whole market, but their brands, especially the Dura Ace and the XTR have also become a synonym for high-end quality peak performance and leading edge technology. Shimano is an example that marketing makes the difference. To understand its approach, we must regard the Shimano brand as an ingredient brand.
Industry:
Size:
Medium
Other setting(s):
2008

About

Abstract

Shimano is the leading brand for bicycle components such as gears wheels, brakes and ball gears. With a 70 per cent market share, not only do they dominate the whole market, but their brands, especially the Dura Ace and the XTR have also become a synonym for high-end quality peak performance and leading edge technology. Shimano is an example that marketing makes the difference. To understand its approach, we must regard the Shimano brand as an ingredient brand.

Settings

Industry:
Size:
Medium
Other setting(s):
2008

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