Ashley Karp William Dunleavy Erin Kelly Kallie Flor Brian Foran

 Mission statement  Shareholder value year-to- year  Branding image  Target market  Distribution strategy  Rollover review  Financial performance  Growth and learning  Product awareness and distribution  Progress

 It was our intent to provide the consumer with a quality, bicycle at an affordable price.  We run our company in a clean efficient manner with a “no frills,” approach to getting the product to the consumer with nothing to distract from the excellence of the product, our road, mountain and youth bikes.  Our name is Bike Rack because much like a bike rack, we like to be straightforward and clean lined in our business pursuits.  We believe that we are dependable, like a Bike Rack. We will get you the best bike at the best price.

 We launched three different bikes.  The initial product ADV 2 was a mountain bike, which we started with in  This was followed by a youth bike, The Ninja in  The Annihilator road bike was launched in  

 STRATEGY: We tried to have the highest awareness out of all the teams.  RESULTS: By spending the most we were able to have the highest awareness in all the markets.

 Youth Bikes: Kids ◦ Majority of our advertising went into television and the rest into magazines.  Mountain Bikes: Adults and Teens ◦ The majority of our advertising went into television and magazines and some into newspapers.  Road Bikes: Adults ◦ Majority went into magazines and the rest into television and newspapers

 BRK’s Distribution Strategy was to exceed the consumer’s preference. The Road segment preferred a.30 and the Mountain and Youth segments preferred a.50 distribution index.  Our goal for the youth segment was to achieve a.53 distribution index.  We achieved a.45 distribution index for the Road segment, a.35 for the Mountain segment and a.34 for the Youth segment.  We were able to reach our goal for the Road segment but not the other two segments.  Our strategy to exceed the consumer’s preference was to give extra channel support in order to attract more stores to sell our bikes.  We were able to do this because we had a lot of extra money throughout the whole year.  Although we did not reach all of our goal’s our company was had one of the highest distribution index’s for each segment.

 BRK wanted to offer the highest quality bike, for the least amount of money possible.  We also offered a lot of extra channel support to stores (discount stores, bikes shops, and sports stores) that would sell our bikes.  We spent a good amount of money in advertising and public relations for our product to be known in the consumer market.  Our strategies contributed to the success of our company being able to sell a high number of bicycles while increasing our shareholder value (SHV) overall to $37.87—second place in our class.

InitialRollover 1Rollover 2Rollover 3 $ 6,994,130 $ 6,844,500 $ 7,177,325 $ 6,978,484 Rollover 4Rollover 5Rollover 6Rollover 7Rollover 8 $11,234,765$16,645,325$18,496,000$20,512,000$21,788,698

 First several rollovers- low net income ◦ Resulting in a low EPS  We corrected spending and production output  Last rollovers- experienced significant growth ◦ By end of the game, our company went from second to last to second place in our class.

 Our product awareness strategy was to use advertisements more than public relations.  It is preferred to have a.20 awareness in the Road segment, a.50 in the Mountain segment and a.60 in the Youth segment.  Out goal for the Youth segment was to achieve a product awareness of.30  We achieved a product awareness of.19 for the Road segment and.25 for the other two segments.  Our goal was to have a higher awareness than all of the other teams. In the Road segment our awareness was a little low, however in the other two segments we were right there amongst the top.  We believe that advertising reaches a wider audience of people than public relations however public relations is what gives our company credibility.

 Over the course of the game, our team moved up from 6 th place, to 2 nd because of the strategies we used.  2011 – 1 st place –$49.09 – we came in 2 nd with $37.87  2010 – 1 st place –$34.56 –we came in 2 nd with $30.19  2009 – 1 st place –$ we came in 3 rd with $21.37  2008 – 1 st place - $29.90 –we came in 5 th with $19.02  2007 – 1 st place - $ we came in 6 th with $14.32  2006 – 1 st place - $ we came in 6 th with $9.49  2005 – 1 st place - $10.91 – we came in 6 th with $9.49  2004 – 1 st place - $9.90 – we came in 6 th with $9.09