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CANNONDALE CORPORATION. PRESENTED BY: THE GOLDEN ACHIEVERS. BUSINESS POLICY AND STRATEGY FALL 2001. AGENDA. Executive Summary Introduction of Recommendations Questions and Answers. EXECUTIVE SUMMARY. Aging plant and equipment High brand image and reputation

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cannondale corporation
CANNONDALE CORPORATION
  • PRESENTED BY:
  • THE GOLDEN ACHIEVERS
agenda
AGENDA
  • Executive Summary
  • Introduction of Recommendations
  • Questions and Answers
executive summary
EXECUTIVE SUMMARY
  • Aging plant and equipment
  • High brand image and reputation
  • Trade-in bikes for newer Cannondale models
  • Introduce 2 new bicycles
  • Patents
  • Innovative Website
executive summary continued
EXECUTIVE SUMMARY CONTINUED
  • Develop 5 additional motorcycles - Steve
  • Baby Strollers - Dan
recommendation 1 by pam sacco
RECOMMENDATION #1By: Pam Sacco
  • Weakness: Aging plant equipment.
  • Opportunity: Expand into foreign markets.
  • We will build a new construction site in Europe
  • IMPLEMENTATIONS:
  • Evaluate the favorable and unfavorable aspects of building the plant in each of the European countries
recommendation 1 continued
RECOMMENDATION #1CONTINUED
  • Obtain the necessary financing at the lowest rate to build the plant.
  • Build the plant in the location that offers the greatest potential for profitability based on labor costs, favorable government policies and proximity to suppliers and retailers.
recommendation 1 continued8
RECOMMENDATION #1CONTINUED
  • EVALUATION:
  • We will monitor our industry growth in the European market biannually to see if we are achieving the desired results.
  • We will segregate the financial data from the operations of the plant and evaluate quarterly to determine the plant’s profitability.
recommendation 2 by pam sacco
RECOMMENDATION $2By: Pam Sacco
  • Strength: High brand image and reputation
  • Threat: High level of competition in the industry
  • Craft a new marketing strategy to capitalize on our high image
  • IMPLEMENTATION:
  • We will increase our marketing budget by 3% to finance the strategy
recommendation 2 continued
RECOMMENDATION #2CONTINUED
  • Emphasize the quality of our product in all media advertisements.
  • Focus our marketing strategy to capitalize on the knowledge and quality of the service provided by our specialty retailers.
  • EVALUATION:
  • Use customer surveys to measure the results of our efforts.
recommendation 2 continued11
RECOMMENDATION #2CONTINUED
  • Monitor trade journals and publications to evaluate our image with industry specialists.
recommendation 3 by steve gebhardt
RECOMMENDATION #3BY STEVE GEBHARDT
  • Strength: Strong distribution network of specialty retailers.
  • Threat: Low switching costs.
  • Institute a program where customers can trade-in their older bikes for newer Cannondale models.
recommendation 3 continued
RECOMMENDATION #3CONTINUED
  • IMPLEMENTATIONS:
  • Allow the retailer to keep the profits from the sale of the traded-in bike.
  • Offer a 5% discount to the retailer on every bike sold in this manner.
  • EVALUATION:
  • Evaluate our market growth and profit margins quarterly to insure the trade-in policy is having the desired effect.
recommendation 3 continued14
RECOMMENDATION #3CONTINUED
  • Monitor the reactions of competitors anticipating possible counter offensive moves.
recommendation 4 by dan dilorenzo
RECOMMENDATION #4BY DAN DiLORENZO
  • Strength: Strong flexible manufacturing system.
  • Threat: High level of product differentiation.
  • We will introduce two new bicycles into each of our product categories, Mountain, Road, Multisport recreational and Specialty.
recommendation 4 continued
RECOMMENDATION #4CONTINUED
  • IMPLEMENTATIONS:
  • Utilize consumer surveys to determine the products and features desired in each of the product categories and rate these in order of practicality and ability to develop.
  • R&D department will develop those determined by the above process.
recommendation 4 continued17
RECOMMENDATION #4CONTINUED
  • Test the product for quality by using our Q-Lab and in racing events when possible.
  • Place those products that pass our quality testing into the market.
  • EVALUATION:
  • Our sales force will monitor the sales of these products quarterly and executives will make decisions regarding their continued production of these lines based on these reports.
recommendation 4 continued18
RECOMMENDATION #4CONTINUED
  • Use customer surveys to determine if the products are well received.
  • Monitor competitor reactions to these new product lines.
recommendation 5 by fran paolini
RECOMMENDATION #5BY FRAN PAOLINI
  • Strength: High use of patents and proprietary owned technology.
  • Threat: High degree of diffusion of technical know-how in the industry.
  • Increase our ability to prevent our rivals from copying our designs before we are able to capitalize on them.
recommendation 5 continued
RECOMMENDATION #5CONTINUED
  • IMPLEMENTATIONS:
  • Continue to patent our technologically superior processes and innovations.
  • Pursue legal action against companies that infringe upon our patents.
  • As a condition of employment our employees will contractually agree not to divulge proprietary owned technology for one year after resignation or termination.
recommendation 5 continued21
RECOMMENDATION #5CONTINUED
  • EVALUATIONS:
  • Carefully evaluate our competitors new products to determine if our patented products or processes are being infringe on.
  • Use employee satisfaction surveys to determine if our contractual agreements with our employees are creating a negative reaction.
recommendation 6 by fran paolini
RECOMMENDATION #6BY FRAN PAOLINI
  • Strength: Innovative Website.
  • Opportunity: Number of retailers is high minimizing leverage on producers.
  • Sell bicycle accessories except for components via the internet.
  • IMPLEMENTATIONS:
  • Obtain the services of an e-commerce company to market these products via the internet.
recommendation 6 continued
RECOMMENDATION #6CONTINUED
  • Integrate our manufacturing function, suppliers and distributors into the Web based system to insure the fastest order to delivery times.
  • EVALUATION:
  • We will segregate the financial data from the sales of these accessories and evaluate them quarterly to determine profitability.
recommendation 6 continued24
RECOMMENDATION #6CONTINUED
  • Sales force will file quarterly reports on the reactions of our Specialty retailers to this strategy.
  • We will monitor trade journals and publications to watch for our competitor’s reactions to the strategy.
recommendation 7 by steve gebhardt
RECOMMENDATION #7BY STEVE GEBHARDT
  • Weakness: Weak financial position.
  • Threat: Mature growth rate in bicycle market.
  • Develop five additional motorcycles to be introduced to the public.
  • IMPLEMENTATIONS:
  • Evaluate the product feature wants of the high-end motorcycle users.
recommendation 7 continued
RECOMMENDATION #7CONTINUED
  • Capitalize on the similarities of the value chains of bicycles and motorcycles in producing, marketing and delivering the products.
  • Test the products for quality by using our Q-Lab and in racing events.
  • Place these products that pass our quality testing into the market.
recommendation 7 continued27
RECOMMENDATION #7CONTINUED
  • EVALUATION:
  • We will segregate the financial data from the sales of these accessories and evaluate quarterly to determine profitability.
  • We will monitor competitors in the motorcycle industry for possible aggressive strategic moves.
recommendation 8 by dan dilorenzo
RECOMMENDATION #8By: Dan DiLorenzo
  • Strength: Loyal customer base
  • Threat: Products are a discretionary purchase.
  • Diversify into the baby stroller market
  • IMPLEMENTATION:
  • Evaluate the opportunities and threats in the stroller industry as well as our strengths and weakness in this market. If we determine there is a good fit, we will proceed.
recommendation 8 continued
RECOMMENDATION #8CONTINUED
  • Expand on our Pennsylvania plant for the purpose of producing the strollers.
  • Institute the best practices from out current operations into the development and production of the strollers.
  • Target our current loyal customer base that is young and likely to have or will have children in the near future.
recommendation 8 continued30
RECOMMENDATION #8CONTINUED
  • Market the products emphasizing the quality of a Cannondale product.
  • EVALUATION:
  • We will segregate the financial data from the sales of these bikes and evaluate quarterly to determine profitability.
  • We will analyze demographic data to determine if our current customers are purchasing the strollers.
recap of recommendations
RECAP OF RECOMMENDATIONS
  • Build new plant in Europe
  • New marketing strategy on our high image
  • Trade in older bikes for Cannondale models
  • Introduction of 2 new bicycles
  • Patents
  • Expansion of Website
  • Develop 5 additional Motorcycles
  • Baby strollers
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