This exercise asks you to think about marketing during a credit crunch for 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.
Suppose a wider economic downturn hits just as Colorado Ricardo is planning its e-mountain-bike launch, and household spending on discretionary purchases like premium bikes tightens sharply.
Once you have drafted your own answer, compare it with Marketing Teacher’s suggested answer.
