Strategy Canvas
The strategy canvas below compares Trek Bicycles to its two main
competitors, Giant Bicycles and Specialized Bicycle Components.
The factors on which they are rated are: sizes offered, variety,
warranty, brand prestige, and low cost.
As shown by the chart above, Trek has a competitive advantage in the
number of sizes of bikes offered, with five different sizes available for
women of all heights. Giant and Specialized offer four and three,
respectively. Trek and Giant Bicycles offer very similar warranties,
protecting the paint job of the bike for one year and the frame for as
long as the bicycle has its original owner; Specialized falls short in this
category, offering only a one-year warranty on their bicycles.