|Book Edition||9th Edition|
Trek Bicycle Goes Global (L.O. 1, 3, 5)
Waterloo, Wisconsin, is the home of Trek Bicycle, manufacturer of super-lightweight carbon bikes. The small town (population 2,888 ) is about the last place you would expect to find the world's largest specialty bicycle maker. Trek started its global business in a red barn smack in the middle of Wisconsin farm country. It employs 1,500 people in Waterloo and serves 2,000 stores in the United States alone and 4,000 dealers worldwide in 65 countries. Even a huge recall of almost million Trek bikes for problems with the quick-release lever on the front-wheel hub has not derailed the company."113
Nearly 50 percent of the sales of the high-tech bicycles come from international markets. Future sales abroad look promising as Trek expands into Chinese and Indian markets In Asia bicycles are still a major means of transportation. To accommodate domestic and international consumers, Trek maintains a busy international website in 14 languages. Enter the search term Trek Bikes. Also, visit Trek Bicycles' Facebook fan page.
Like many companies, Trek encountered problems conducting intercultural transactions. For example, in Mexico, cargo was often pilfered while awaiting customs clearance. In singapore a buyer balked at a green bike helmet, explaining that when a man wears green on hiss head, it means his wife is unfaithful. In Germany Trek had to redesign its packaging to reduce waste and meet environmental requirements. Actually, the changes required in Germany bolstered the company's overall image of environmental sensitivity.
YOUR TASK Based on principles you studied in this chapter. name several lessons other entrepreneurs can learn from Trek's international experiences."114