The Situational Analysis

Situational Analysis

Giant is a Taiwanese bicycle brand and founded in 1972. At the beginning of foundation, Giant is a producer of original equipment of bicycles and market their products under other brand which is called Schwinn. In other words, Giant had a deal with Schwinn to begin manufacturing bicycles as an original equipment manufacturer (OEM). In 1986, Giant had their own individual brand of bicycles and develop its brand quickly with their competitive products. Now Giant has sales in over 50 countries, in over 12,000 retail stores all over the world.

In 2013, Giant’s sales reached US$1.81 billion revenue, compared with US$1.80 billion revenue in 2012. The net income of Giant in 2013 is reported as about US$1 million, compared with the net income as US$0.7 million in 2012. Through this, we can tell Giant’s worldwide sale grows slow but steadily and also can see how much Giant make and how much they keep.

Giant keeps devoting themselves to achieve their mission statement: Create a better cycling experience for people around the world. Giant believes in enjoying the moment and that the ride matters as much as the destination through celebrating the journey every bike rider’s has. Besides, Giant is constantly innovating and creates products to help riders reach new level of performance, boundaries and fun. In addition, Giant encourages people to seek fresh perspectives and expand new experiences through cycling. Also, Giant believes in being as honest and uncomplicated as idea of cycling itself, which means it shows its reality through cycling. Even though Giant works hard on their value proposition to their customers, they have same attitude toward the mother of Earth. Giant is committed to reducing our impact and promoting cycling as a responsible activity.

For strengths, Giant have international recognition since we are the sponsor of many global bicycle teams. Also they get the attention of customers through sponsoring local bicycle teams in...