Berkeley Haas Case Series
The Berkeley Haas Case Series is a collection of business case studies created by UC Berkeley faculty
by Rashi Glazer, Hans Grande, Phil Guindi, Joe Karp, Phil Robinson
DreamCycles is an online retail store specializing in high-end road and mountain bikes. After nearly three years of continually growing sales, however, it was not clear whether this sales growth would be sustainable. The company was founded to address a perceived customization void in the bicycle industry. The online store allowed users to instantly configure bikes online, ensuring complete interoperability of all parts, a cost and selection advantages over competitors. As the first mover into this area, DreamCycles also hoped to create a sustainable position that would allow the company to be a long-term player in the market. Despite the early success of DreamCycles, there were major changes happening in the bicycle retailing industry.
Pub Date: May 31, 2007
Discipline: Strategy
Subjects: Startup, Market analysis, Market positioning, Competition, Corporate strategy, Internet, Start-ups, Growth strategy
Product #: B5702-PDF-ENG
Industry: Sporting goods & equipment,Bicycles
Geography: United States
Length: 15 page(s)
