PedalSpark’s signature bike, a $4,000 luxury model available only through the company’s website, was selling well and had been named to a few “best e-bike” lists. The market for electric bikes had exploded in the past few years, 1 especially in China, and it showed no signs of slowing down. The website he was looking at, flush with options, was Amazon.Īs the CMO of PedalSpark, a small maker of high-end electric bicycles, Mark was considering strategies for selling the company’s new ride. Though they varied in style and price, the bikes did have one thing in common: where they were being sold. It was filled with row after row of electric bikes, from expensive models to cheap knockoffs that seemed held together by spit and a prayer. Sitting in his office, Mark Ellinas frowned at his computer screen.
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