Date: 22/02/2025
Time: 1:00 pm
Instructor: No instructor found
Assigned Student: Ali Baydoun
Session Status: Scheduled
Session Materials: No materials available
Instructor Note:
European-based premium electric bike manufacturer is considering entering the U.S. market. They currently sell high-end e-bikes in Europe, targeting urban commuters and environmentally conscious consumers. Their e-bikes are priced at $3,500–$5,000 and emphasize cutting-edge design, lightweight materials, and smart connectivity features.
The company has asked for your help to determine:
Should they enter the U.S. market?
If yes, what pricing strategy should they use?
Guiding Questions to Structure Your Approach:
1. Market Entry Feasibility
Market Size & Growth: How large is the U.S. e-bike market? Is it growing?
Competitive Landscape: Who are the main competitors? What are their price points and market positioning?
Consumer Demand & Willingness to Pay: Is there demand for premium e-bikes? What are key consumer preferences?
Regulatory Risks & Infrastructure Factors: Are there any regulations, tariffs, or incentives affecting e-bike sales?
2. Pricing Strategy
If the company decides to enter, what pricing strategy should they use?
Cost-Based Pricing: What are the production, shipping, and marketing costs?
Competitive Pricing: How do competitors price similar e-bikes?
Value-Based Pricing: What unique value does the company offer that justifies a premium price?
the main issue in this case was the answer to the questions and the framework itself – you always frame the answer as questions- you should refrain from doing this in the case solving because it might be interpreted as clarifying questions instead of answer
