The first drawback of BMC is that BMC did not provide a variety choice for the normal customers rather than professional riders. By it means, the target of BMC is too simple. What is more, the price of “Fourstroke”, with $13,499 USD, is extremely higher than other mountain bike; like “SB6C” of YETI, with $3,500 USD, is less six times cheaper than “Fourstroke”. Additionally, less retailers, less profits. The number of retailers of MBC in Canada is insufficient, with 48 shops (Table2.). As the below bar chart illustrates, there are 695 bicycle shops in Canada, BMC only take up 7% (48/695) of the total number of bike retailers.
In order to obtain increasing profits in the bicycle market, the opportunity of BMC can be to various sole target, lower