The following exercise allows you to practice group collaboration skills while learning about the strategic digital and social media marketing strategy of the Specialized Bicycle Components (SBC) company.
Review the SBC Overview.
Complete the exercise, Interactive Analysis: Digital and Social Media. A transcript of this interactive exercise is also available.
Consider what you learned in the experience and respond to the following in a minimum of 500 words, include credible references:
- What is your view of SBC’s strategic marketing strategy?
- What is your view of SBC’s use of social media for its target market?
- What were some of your frustrations you noted in the team project throughout the exercise?
- How would you resolve similar challenges in the workplace?
Requirements: 500 words
Answer preview
SCB was founded in 1974 by Mike Sinyard. The company has embraced diversification of its products through the different models of bikes manufactured. Diversification is a brilliant marketing idea because, in case of economic distortions, losses in one product can be offset by profits in another. SCB has also expanded its communication networks by embracing social media platforms such as Facebook. Digitalization is a powerful strategy, especially in this era of technological advancement and globalization (Zilko & Zilko, 2021). Direct marketing to online customers has increased the company’s sales. The SCB blogs have created a greater engagement with public members, increasing their engagement with customers. Specialized customer attention is an impressive technique to make each customer feel valued (“Specialized Bicycle,” 2021).
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