摘要：The following case study analyzes the company Cargus, a Spanish manufacturer and distributor of an innovative stationary bicycle. It also provides an insight into the company’s product positioning and promotion, business strategy, and management style. Although the names of the business and employees are disguised, all other aspects are factual. Cargus introduced an innovative stationary bicycle, which was unique in the market. This start-up company was founded by the inventor of the bicycle and an external investor who wanted to promote the product within the cyclist and fitness industries. The case shows the strategy the company took in driving the business and the response of the clients and potential customers. Lastly, the case provides a marketing analysis of what went wrong during the first year of Cargus’ operations.
