Cycles Devinci: Develop an Asia-Pacific Internationalization Strategy?
In 2018, Cycles Devinci, a bike manufacturer in Saguenay, Quebec, set itself the ambitious objective of 20% annual growth for the next three years. Simon Brodeur, global brand manager for enduro and downhill bikes, suggested the company expand into Asia Pacific. Intrigued, marketing manager Alain Pedneault asked him to draw up a proposal for selling 1,000 bikes in that region by 2021. Brodeur thus found himself compelled to formulate a proposal for the management team. Providing a stimulating organizational context and actual data, the case puts students in a real-life situation where they must screen markets based on both quantitative (estimated demand, per capita income, demography, tariffs, etc.) and qualitative criteria (political and cultural challenges and international agreements). The case analysis addresses a wide range of strategic dimensions, including business models, competitive advantage, and international marketing. It highlights the challenges faced by a company trying to raise awareness of its brand overseas and by marketing and brand managers at a company with ambitious objectives but limited resources.