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THE NATIONAL BICYCLE INDUSTRIAL COMPANY: IMPLEMENTING A STRATEGY OF MASS-CUSTOMIZATION

Essay specific features

 

Issue:

Business

 

Written by:

Jacqueline D

 

Date added:

June 28, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

10 / 2521

 

Was viewed:

4472 times

 

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Essay content:

The firm marketed bicycles under three different brand names, Panasonic, National and Hikari. NBIC targeted each brand at a unique market segment, and together the three brands covered the wide spectrum of bicycles sold in Japan. They ranged from high quality, high price sports and fashion bicycles (Panasonic) to bicycles that were used primarily for transportation from home to the nearest train station or supermarket and back (Hikari)...
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They ranged from high quality, high price sports and fashion bicycles (Panasonic) to bicycles that were used primarily for transportation from home to the nearest train station or supermarket and back (Hikari). National and Hikari brands together constituted the bulk of NBIC's production and sales. Panasonic, the company's more expensive line, accounted for a little less than 20% of total production in 1992...
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