Specialized Bicycle Components

Challenge

Specialized Bicycle Components, a leading American manufacturer of high performance bicycles, bicycle components and related products, retained The Exordium Group to provide strategic marketing guidance across its product lines.

Solution

The Exordium Group analysed all aspects of marketing, performed in-depth analysis of Specialized’s distribution chain and IBDs, completed a full competitive review, and made recommendations regarding sponsorship and sports marketing activations across professional cycling.

Results

We consolidated our strategic recommendations into a Retail Marketing & Sales Best Practices seminar for Specialized executives during their annual global retreat. Sports marketing and sponsorship guidance was acted upon and informed significant policy changes.