Executive Summary
BestBikes is a bicycle manufacturing company located in Erewhon. They currently produce one bike, a mountain bike. They compete for the bike market in Erewhon with three other bike companies of similar size and producing similar bikes. BestBikes have identified a number of unserved market segments (Racers, Leisurers, Commuters and Kids) in the bike market, and have analysed the possibility to expand in the currently served market segment (Adventurers) and entering the un-catered Racers segment. …
