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External evaluation 5,1 Which are the dominant characteristics of the market? 5,1,1, Size and Tax of Growth of the Market? In the whole world they exist about 1 bilião of ciclistas of which: the 54,5 million are in U.S.A. the 115 million live in the Europe Occidental person? The mountain bicycle is vendida, entering 63% of vendas total in U.S.A.? In the sector of the mountain bicycles, the growth tax is esteem that it is in the order of the 2%/ano. In 10 years, the number of practitioners increased 470%? Since 1995 it has had abrandamento in the growth of the sector, what it means that is not properly in expansion, or either, the market reached a mature state. 5,1,2, Geographic reach and Rivalry the use of the bicycles is distributed by the whole world, but it is in Asia that if find the majority of its users. Of this form, some manufacturers are deriving of this continent and, besides commercializing its proper bicycles, they produce components for the American companies. China, India, the Taiwan, the Japan and the Thailand, that represent 75% of the world-wide production, is, together with U.S.A., the biggest manufacturers of the sector. Having plants for the whole world, in the segment of the bicycles of high quality, the rivalry practises it global level. 5,1,3, Number of Rivals and its relative Dimension Currently in U.S.A., relatively to the market of the bicycles, exists: 100 marks? 2000 company involved in the production of the materials and components This market is differentiated in: bicycles of low cost, vendidas in great surfaces? 70% of the market? bicycles of high cost and quality, vendidas in specialized store? 30% of the market Despite the percentile disparity in the number of vendidas bicycles, the financial volume of vendas entered in each sector are identical. These markets are parallel and little they intervene between itself. In that it respects to the market of the bicycles of high quality the domain belongs mainly to the following marks: Cannondale? Diamondback? Giant? Raleigh? Schwinn? Specialized? Trek 5.1.4. Vertical integration the majority of the companies of the sector opts to almost making outsourcing of the totality of the components of its bicycles. Exception made in the drawing, development and production of the pictures of the bicycles and some other components in certain companies. The distribution and venda to the public are made by other entities. 5,1,5, Barriers of Entrance and Exit the entrance barriers are raised therefore: Necessary it is raised investment in the installation of a plant and respective material? Necessary are raised knowledge of the applied technology? High competition the exit barriers are moderate, therefore: The equipment can be used for other industrial sectors? Raised number of companies in the sector who could be interested in the purchase of installations 5.1.6. Technological changes the technological changes are of great importance for this market therefore are one of the great competitive advantages of the sector. The technology can be applied to offer: more resistant and light materials (aluminum, titanium and carbon fiber)? drawing and development of new models (CAD/CAM)? components more comfortable and adapted 5.1.7. Characteristics of the Product? The bicycles are divided for the following models: the Mountain the Cycling of road the Multi-sports the Recreation the Specific ones? The used materials can be: the Aluminum the Carbon fiber the Titanium the Steel? Resultant components of inquiry and technological development; In the bicycles of high quality the price is placed above of the $350; 5,1,8, Economies of Scale and Effect of Experience? Economies of scale gifts in the production? The business requires plazas investments and installations to acquire yield and competitive advantage? The curves of experience effect are not determinative for the success of the company, therefore the increase of the volume of production does not imply great reductions of costs 5.1.9. Yield of the Industry Despite the investment that is necessary to make, this industry has shown sufficiently income-producing, therefore the developed products are vendidos the high prices and in enough amounts, justifying the production costs. Despite the stagnation that has suffered in the last years, this industry moves currently about $5 biliões/ano. 5.2 Which the nature of the Competition and Dimension of the Competitive Forces? In order better to understand this market, it was decided to in general make the analysis to the competition and the dimension of the competitive forces differentiating the sector of the bicycles of high gamma and the sector of the bicycles. 5,2,1 Internal rivalry the existing internal rivalry in this market of bicycles of high gamma is strong and intense, therefore some manufacturers exist who produce bicycles of good quality. Of the main companies of the industry, none dominant does not exist clearly and all they withhold, significantly, the same values of quota of market. The fact of Asian countries also to be inserted in this industry, increases the competition, therefore the economic level and the proper legislações of these countries are more favorable for the installation and production of plants in man power terms, taxes, working hours and wages. In this way, the internal rivalry in this sector is a strong competitive force. Of the point of view of the market of the bicycles in general, the competition also is sufficiently strong therefore exists innumerable marks in diverse countries.
Approximate Word count = 3458
Approximate Pages = 13.8
(250 words per page double spaced)
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