A Marketing Case Study of Giant Bicycles
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Casium \ka-zē-əm\
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Company that provides content on management topics to business schools, publications and corporations. Focuses on salient facts and potential management lessons, as in business school cases. Emphasizes clarity through tight writing and concise charting.
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Marketing
A yellow jersey in manufacturing
Giant Manufacturing has become the world’s largest bicycle manufacturer. Professor Willy Shih (Harvard) looks at its climb to the top and its recent foray into all-women’s bike stores.
The world’s largest bicycle manufacturer was born thanks, in part, to a typhoon. That typhoon destroyed King Liu’s eel farming business. Turning to something completely different, the Taiwanese engineer assembled eight partners to create Giant, a bicycle manufacturing business located outside Taichung, Taiwan.
The initial strategy was to to manufactures bikes that were designed and sold abroad under different brands (or as an OEM, Original Equipment Manufacturer). King Liu would be responsible for the operations side while Anthony Lo (the current CEO) would handle the marketing side.
Giant’s first American customer was West Coast Cycle (now Raleigh Cycles) but the main goal was to become a supplier for America’s top brand,
Home
* -------------------------------------------------
Who we are * -------------------------------------------------
What we do * -------------------------------------------------
Editorial principles * -------------------------------------------------
Clients
* -------------------------------------------------
Testimonials
* -------------------------------------------------
Request a quote * Newsletter * Strategy * Entrepreneurship * Leadership * Marketing * Finance * Operations * Human capital
Casium \ka-zē-əm\
Noun
Company that provides content on management topics to business schools, publications and corporations. Focuses on salient facts and potential management lessons, as in business school cases. Emphasizes clarity through tight writing and concise charting.
-------------------------------------------------
Top of Form
Marketing
A yellow jersey in manufacturing
Giant Manufacturing has become the world’s largest bicycle manufacturer. Professor Willy Shih (Harvard) looks at its climb to the top and its recent foray into all-women’s bike stores.
The world’s largest bicycle manufacturer was born thanks, in part, to a typhoon. That typhoon destroyed King Liu’s eel farming business. Turning to something completely different, the Taiwanese engineer assembled eight partners to create Giant, a bicycle manufacturing business located outside Taichung, Taiwan.
The initial strategy was to to manufactures bikes that were designed and sold abroad under different brands (or as an OEM, Original Equipment Manufacturer). King Liu would be responsible for the operations side while Anthony Lo (the current CEO) would handle the marketing side.
Giant’s first American customer was West Coast Cycle (now Raleigh Cycles) but the main goal was to become a supplier for America’s top brand,