OBJECTIVE: 1. To evaluate the advantages & disadvantages of selling product on A

OBJECTIVE:
1. To evaluate the advantages & disadvantages of selling product on Amazon.
2. To analyze possible strategic alternatives for DTC sales.
3. To understand the challenges that newer brands face.
SCOPE:
Students will read the following HBR case, analyze the facts presented, and detail their point of view for
each question.
Answer the following questions as if you were Mark Elinas (CMO). Use 1 – 3 thorough and concise
sentences or bullet points for each question. Include other references if used.
1. What is the PedalSpark company’s main overall objective?
2. What are the advantages of selling on Amazon? Give at least 3.
3. What are the disadvantages/risks of selling on Amazon? Give at least 3.
4. Would you sell both bike products on Amazon? Explain your reason why or why not.
a. If you would sell both bike products on Amazon, would you sell both under the PedalSpark
brand?
b. If you would not sell both bike products on Amazon, how would you brand the bikes?
5. Aside from selling the bikes on Amazon, what other specific strategies could PedalSpark’s CMO
consider:
a. To grow PedalSpark’s total business? Give at least 3.
b. To successfully introduce the new lower-priced bike? Give at least 3.
6. What is your decision given the information, different viewpoints and advantages and
disadvantages of each alternative?