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Since Schwinn ignored the mountain bike trend of the 1980’s and continued to produce road bikes, the company was lead to bankruptcy in 1992. Now, Schwinn has adapted itself to manufacture and sell bicycles ranging from $100 children’s bikes to $2500 mountain bikes. They are hoping that this adaptation will help them gain more market share...
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They are hoping that this adaptation will help them gain more market share.
Because the bicycle industry has evolved so much since it entered it in 1895, Schwinn finds itself fighting many of the marketing challenges that exist within the US market. While the company finally conformed to the US market demand of Mountain Bikes, Schwinn is now contemplating the purchase of US manufacturers in order to possess the major marketing feature of ‘Made in the US’ which Schwinn does not currently have, being that the majority of their bikes are made in Asia...
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