CASE STUDY

Case studies are an important learning strategy in business classes, as  they   provide an opportunity for you to critically analyze events that have taken     place in real-life businesses. This develops your critical thinking and     research  skills as you research the competition and industry in which your     business  resides with an end goal of formulating a recommendation for the     challenges faced by the company. Evaluate the case items below, and then    respond  to each of  the questions provided by using both theory and practical    managerial  thinking as  well as supporting research. 

Review the case study resources below for your  assignment:

• https://www.youtube.com/channel/UCD9U24ny8q-mh25gCWfjV9g
• https://www.trekbikes.com/international/en_IN_TL/
•    Search   CNBC for articles about trek bicycles (potentially by Kevin              Kane) by clicking   the search bar on the homepage here and typing     in "Trek bicycles."

Review  the historical aspects of this company while thinking about how the     initial  founders started this company in response to a market opportunity.     Think about  the importance of their  business-to-business (B2B) buying     practices with respect to maintaining a competitive advantage in the industry.     In your case study paper, please answer the following  questions.

1.     Why   does a B2B organization work within a more complex buying            process?  Evaluate   Trek's buying process to support your answer.
2. Who   are the  stakeholders, and how should Trek develop and maintain            these   relationships  toward greater profitability within the    organization?         Include an   explanation  around the importance of these      relationships.
3. Discuss   any issues Trek has  faced when utilizing marketing strategies.            Recommend a   course of action for  the future based on your      research.
4. Based   upon your learning from the  lesson, discuss Trek's Code of            Conduct, and   whether it is relevant and  satisfactory within the scope of            B2B ethics. When   responding to this question,  demonstrate an      understanding       of B2B marketing   ethics. (Note: Trek's Code of  Conduct      is located on   the     Trek website).   Recommend a course of action with       respect to their   ethical     stance.

Your case study submission should be at least three pages in length (not      including the title and references pages). You are required to use a minimum      of three sources for this assignment (they can include any of the items      provided).