This exercise asks you to apply Porter’s Value Chain 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.
Ricardo is considering an e-mountain bike, which will need new battery and motor components from suppliers he has never worked with before, while keeping the hand-building process that has always been the source of his bikes’ durability.
Once you have drafted your own answer, compare it with Marketing Teacher’s suggested answer.
