Presentation on Case Study- A Giant among Woman

1. A Giant among
Woman
Group-2
Anamika Sinha – 17A3HP288
Ankita Jodhani – 17A1HP461
Ashish Sharma – 17A1HP396
Jayesh Sancheti – 17A3HP580
Mimansha Bahadur – 17A3HP525
Shreya Karamcheti – 17A1HP393

2. Introduction
• Bonnie Tu – EVP and CFO for Giant manufacturing (Largest Bicycle
manufacturer in the world).
• Tony (CEO) – gave Bonnie 6 months to design all women`s store.
• Female Cyclists not as big and profitable.
• Taiwanese sales team, created sections where they sold women merchandise.
Dilemma 1: Should the first
women’s brand be corporate
run or done by Mr. Nakumura.

3. Company History
• Initially formed as an export OEM (Original Equipment manufacturer.
• Bicycle component manufacturing was falling short of quality
expectations world wide.
• Schwinn – America’s most recognised bicycle brand.
• According to Fritz the plant was small, lacked capacity and quality.
• 1977 Lo persuaded Fritz to add Giant as one of their major suppliers.
• Problems at the Chicago plant paved a new way for Giant (Supply
chain).
• In 1984 Giant contributed to more than half the sale of Schwinn.
Company History

4. Giant OEM to Giant the Brand
• Giant was known for its quality, but lacked
awareness outside Taiwan.
• In 1985, Lo approached Schwinn about joint
venture a s a profitable alternative.
• Giant would earn money on manufacturing,
while Schwinn would earn profits from
distribution.
• A Second line under Schwinn’s tag, could serve
to be a big threat as it would drain the
resources under the brand name.
• Schwinn decided to split and diversify rather
than merge.
• 1992 Schwinn filed for bankruptcy.
• Mid 1990, Giant became the largest bicycle
manufacturer, expanded globally across Taiwan
, china , Europe.

5. • Met end customers by – Opening giant cycling world store in Taiwan.
• Segmented their customers – on the basis of terrain and type of cyclist.
• With rising profits, they were focussing only on sports categories that
focussed more on men, leaving women behind.
• Lo was determined to find a model that focussed purely on the need for
women (was used as a tool for competitive advantage).
Evolution of the Business

6. Liv / Giant a purpose Brand
• Scheduled rides were conducted once
a week.
• Before sales, sales and after sales
were all taken into account.
• All woman multi day ride.
• Store was designed to make women feel comfortable.
• Giant cycling world programme was created to build awareness (classes on
how to ride).

7. Women on Wheels
• Main goal was to open a
store exclusively for
women.
• Bonnie TU got appointed
as EVP.

8. THANK-YOU!!!