Case Study: Dirt Bikes USA

Dirt Bikes USA, a small company, started in 1994 by Carl Schmidt and Steven McFadden. Two young experienced bikers who had experience in engineering who wanted to create a racing bike using their frames and top-quality engines manufactured by other companies. While Dirt Bikes is still owned by Carl, CEO and Steven, President and COO, they now have 120 employees working in different departments such as design, engineering and production. They have a service and parts department for warrantee services and customer issues. They now have a sales department that includes a marketing manager to allow for sales across the United States.

Dirt Bikes likes to create a work environment that is friendly family, encourages teamwork, demands attention
Dirt Bikes currently does not sell directly to the consumer, but to distributors. If they implemented an E-Commerce system they would be able to communicate with the customer allowing them to sell and ship directly to the customer. While this would not work for the dirt bikes, it would be a great way to sell parts and other items that could include company branded items like t-shirts and stickers. They could also benefit from a company webpage. This would allow them to showcase their brands, their company mission and goals, their employees and their connection with racing. The could list the different dirt bikes they manufacture, their specifications, price quotes and where to purchase them locally. This would be a good place to offer coupons and discounts for products. Since the web can be viewed everywhere, this could increase sales locally and
The ability to use the Internet to search for suppliers could help Dirt Bikes keep its supplier costs comparable. There are many competitors in the market including Yamaha, Honda, KTM, and Husquvarna. These companies offer many different models with different features. The prices range from $1,500 to $10,000, which is comparable to the cost of the models that Dirt Bike offers. They seem to be right in the middle, not too high or too low. These companies focus on engine cc's, seat height, gas tank and price. Dirt Bikes competitive advantage could be their custom frames and their claim to provide better quality. They can work on increasing the quality of their bikes and parts, but they could also strive to be the best in servicing their products and customer service. The information systems that best support Dirt Bikes strategy could be an online system for designing their frames, a CRM system to focus on the customer relationship and a system that best supports sales and