This case study is about "Specialized Bicycle Components Inc." known as Ride the Red "S". Specialized was founded in 1974 by Mike Sinyard. According to Chris Murphy, marketing director of Red “S”, it is specialized for serious cyclists. He says: "The customer buys the trip from us, not just the bicycle." The company began manufacturing its own bicycle parts in 1976 and introduced the world's first large-production mountain bike in 1980. Specialized now has an extensive global distribution network of 5,000 dealers in 35 countries in Asia, North America, South America and Australia. They have maintained their reputation as a technology leader in the bike and bike accessory industry. The formal mission has always been the same since they founded the company "To offer everyone the best ride of their life". Specialized produces a full range of high-end and entry-level road bikes, mountain bikes, commuter/city bikes, children's bikes, BMX bikes and offers an extensive line of bike accessories. They divide the bicycle market into two categories: (1) the dealer: sells only to the dealer because they realize that a strong relationship with dealers is a key factor for success. (2) The end consumer: his focus in product design and divided into target age groups. SWOT Analysis: Internal Strengths • Higher technology and sufficient capacity for innovation in design. • Good relationships with resellers and a large global distribution network (5000 resellers worldwide) • Good advertising. • The people in the company and the passion people have for what they do. Weaknesses • Sales amount was decreasing. • Retailers do not have the time to educate the customer about every product in every line they offer. • Focus only on the reseller instead of the end users. • Competition - There are currently more than 20 manufacturers in the bicycle industry and Specialized will need to stay at the forefront to maintain its leadership. External Opportunities • More people (94%) have new requirements for bicycles; customers need bicycles in different fields.• Lance Armstrong's popularity has increased interest in road bicycles, which account for 5% of the market.• Growing interest in cycling translates into magazine coverage and use of bicycles and accessories in cycling-related displays. • The company constantly visits and contextualizes retailers to stay in touch with the changes, needs and desires of consumers and retailers.