A 7 page paper discussing Schwinn's fall and rebirth. One of the mechanisms of survival for the century-old company has been full participation in the mountain bike segment of the industry, the same segment that the old Schwinn believed to be a passing fad but now accounts for 70% of bicycle sales. Finally, led by new management since its 1992 bankruptcy, Schwinn is among those competitors serious about the bicycle industry and is regaining market share. The paper includes a SWOT analysis and assessment of Schwinn's marketing mix. Bibliography lists 7 sources.
Name of Research Paper File: CC6_KSSchwinn.wps
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