Very precise and concise comments. Very good. It means that you have understood the article and are able to relate the theories taught in class. Congratulations.
----- Original Message -----
From: "HAFIZUDDIN BIN MOHAMAD NOOR"
To: syedomar@unirazak.edu.my
Sent: Saturday, December 26, 2009 9:33:08 AM
Subject: Bicycle Case Study
Dear Professor Omar,
This email is regarding to the U.S Bicycle Industry. The article covers 6 pages that can be saying describing the perfect competition. In the perfect competition there have 5 key conditions which is there are many buyers, retailers and customers focusing on identical bicycles and also the information is comprehensive, accurate, readily and easily available. Under the condition of output is maximized and price minimized, can be imagine by having thought that the bicycle stores are everywhere and manufacturer, retailers failed to erecting barriers to entry. This condition can be called that the manufacturer and retailers are just “price takers”. In order to survive in the market due to the severe competitive conditions, the retailer of the bicycle should increase their own competitive strength. The most important thing to do is to focus on the customers, try to know what they really want, what they would like and if possible, try to influence their minds toward a specific brand of goods. For the case study, the competitors should “hyper differentiate their stores”, make their brands of bicycle unique from other brands so as to invoke customers’ interests and enthusiastic on the specific brand of bicycles. The competitors should make an extraordinary shopping experience for the customers by creating easy and fun shopping atmosphere. And also, the competitors should “create individual client solutions for customers’ wants and needs”, “become efficient direct response marketers”.
