This exercise asks you to apply the Boston Matrix to Colorado Ricardo Mountain Bikes.
The Scenario: Colorado Ricardo Mountain Bikes
Colorado Ricardo Mountain Bikes was founded by Ricardo Francisco, a keen off-road cyclist who grew frustrated with bikes breaking down under the strain of the Colorado mountains. After years of trial and error, he built a bike tough enough to survive the terrain and named it the “Colorado Ricardo”. Word spread quickly among local riders, and Ricardo gave up his day job to build and sell bikes full-time from a small workshop outside Denver.
Colorado Ricardo’s existing off-road bike holds a strong reputation and high relative share among its loyal Colorado following, but the overall market for a single-product, single-region bike has been shrinking for three years running. Ricardo is now weighing whether to launch an e-mountain bike into the fast-growing wider e-bike market, where Colorado Ricardo currently has no presence or sales at all.
Once you have drafted your own answer, compare it with Marketing Teacher’s suggested answer.
