n Germany, with the goal of using Germany as an entry point for Europe. The product in question is a new 400cc motocross motorcycle; this product will be introduced simultaneously in Germany and the United States. Currently, Cannondale is recognized for its production of high-quality competition bicycles in the United States and abroad.
In developing the market entry strategy, the analysis will focus on the company, the product, the user and the market. A SWOT (strengths, weaknesses, opportunities and threats) analysis will be prepared for the company in addition to profiling the company's current competitive strategy in the markets where it operates. Company reports and data will be used for this section as well as published articles. Product description will rely on company information, as well, since this is a product which has yet to be manufactured (with the result that little additional information is currently available). Prototype reviews will be used as sources in this section, as well. User profiles will be developed from published articles about users of this type of product. Market analysis will incorporate Porter's Five Forces and Trend Analysis along with demographic information available from articles, government sources and company information.
The motocross products is Cannondale's first expansion into motorized vehicles, but represents a logical step from the company's current offerings of competition bicycles. The company manufactures bicycles for road and off-road racing; motocross racing also takes place off-road, and often on the same tracks as those used for non-motorized bicycle competition. The industry is anticipating Cannondale's entry into this product niche because of the company's experience in bicycle manufacturing, and the strategic decision behind the expansion is to enter a related, but not directly competitive, field where the company's experience has some value.
Before any market en...