Discuss the trends in the bike industry.

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You are member of a marketing strategy consulting group. Read the case study on Montague carefully and produce a three-page fully- referenced written report on the basis of the following questions:
1) Analyse the industry (porters 5 forces, strategic groups) and Montague’s current strategy. Discuss the trends in the bike industry.
2) Critically evaluate Montague’s competitive advantage. Is it sustainable?
3) As a marketing consultant what advice would you give Montague with regards to their current strategic choice? Evaluate their alternatives and explain the “pros” and “cons” of each alternative.
4) Discuss Montage’s growth strategy. According to the outcomes of your strategic analysis, which future strategy would be the appropriate so that Montague can capture its market share objective? Justify your answer.

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