{"id":2310,"date":"2015-12-07T16:43:50","date_gmt":"2015-12-07T21:43:50","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/shimano-dominating-the-bicycle-components-market\/"},"modified":"2015-12-09T19:21:13","modified_gmt":"2015-12-10T00:21:13","slug":"shimano-dominating-the-bicycle-components-market","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/shimano-dominating-the-bicycle-components-market\/","title":{"rendered":"Shimano \u2013 Dominating the bicycle components market"},"content":{"rendered":"<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2280\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano2-300x169.jpg\" alt=\"shimano2\" width=\"300\" height=\"169\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano2-300x169.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano2.jpg 480w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h2><strong>Who is\u00a0Shimano?<\/strong><\/h2>\n<p>Shimano is a Japanese\u00a0manufacturer of bicycle\u00a0components, fishing\u00a0tackle, and rowing\u00a0equipment. Their bicycle components division has\u00a0a wide range of product line-ups such as brakes, pedals, wheels, gears, chain sets etc., and represents 80% of the company&#8217;s total revenue.<\/p>\n<p>Shimano has about\u00a070% of global share in bicycle gears and brakes, and approx. 50% of the overall bicycle components market.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2272\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano-105-groupset-300x171.gif\" alt=\"shimano-105-groupset\" width=\"300\" height=\"171\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano-105-groupset-300x171.gif 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/shimano-105-groupset-600x343.gif 600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>The 2015 Tour de France illustrates Shimano&#8217;s competitiveness in the global market. Out of the 22 teams that competed\u00a0in the Tour, 17 teams used Shimano components on their road-bikes, and\u00a0the Tour winner, Chris Froome, used Shimano for most of his bike&#8217;s core\u00a0components (see Exhibit 1).<\/p>\n<figure id=\"attachment_2269\" aria-describedby=\"caption-attachment-2269\" style=\"width: 300px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Chris-Froome.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2269\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Chris-Froome-300x200.jpg\" alt=\"Tour de France 2015 - 102a Edizione - 4a tappa Seraing-Cambrai km 221 - 06\/07\/2015 - Chris Froome Christopher (Team Sky) - Geraint Thomas (Team Sky) - Robert Gesink (Team LottoNL - Jumbo) - fotoNico Vereken\/PN\/BettiniPhoto\u00a92015\" width=\"300\" height=\"200\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Chris-Froome-300x200.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Chris-Froome-1024x683.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Chris-Froome-600x400.jpg 600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><figcaption id=\"caption-attachment-2269\" class=\"wp-caption-text\">Tour de France 2015 &#8211; Chris Froome<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<div class=\"boxout\">(Exhibit 1)<\/div>\n<div class=\"boxout\">Specifications of Chris Froome&#8217;s bike<\/div>\n<div class=\"boxout\">Frame: Pinarello Dogma F8, 56cm<br \/>\nFork: Pinarello Dogma F8,<br \/>\nStem: <span style=\"color: #3366ff\">Shimano PRO Vibe, 120mm, 10-degree<\/span><br \/>\nHandlebar:\u00a0<span style=\"color: #3366ff\">Shimano PRO Vibe 7S, 40cm<\/span><br \/>\nBrake calipers:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace 9000<\/span><br \/>\nFront derailleur:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace Di2 9070<\/span><br \/>\nRear derailleur:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace Di2 9070<\/span><br \/>\nShifters:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace Di2 9070<\/span><br \/>\nCassette:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace 9000, 11-25<\/span><br \/>\nChain:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace 9000<\/span><br \/>\nCrankset: <span style=\"color: #3366ff\">O.Symetric rings on Shimano 175mm cranks<\/span><br \/>\nPower meter: Stages<br \/>\nPedals:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace<\/span><br \/>\nWheels:\u00a0<span style=\"color: #3366ff\">Shimano Dura-Ace C50<\/span><br \/>\nTubulars: Continental Competition, 25mm<br \/>\nSaddle: Fizik Antares<br \/>\nOther: K-Edge Garmin mount, K-Edge chain catcher, custom frame guard,\u00a0Shimano Di2 climbing switch with body removed<\/div>\n<div class=\"boxout\">(Source:\u00a0http:\/\/www.cyclingnews.com\/news\/chris-froomes-tour-de-france-winning-pinarello-dogma-f8\/)<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Shimano&#8217;s Business Model<\/strong><\/h2>\n<p>While Shimano manufactures components for a broad range of bicycle types (including non-professional bikes i.e. city bike), it&#8217;s core\u00a0target is the high-end\u00a0market.<\/p>\n<p>Shimano&#8217;s core competitiveness lies in its\u00a0capability to product\u00a0extremely precise, high-quality and high-performance components for road bikes and mountain bikes. They sell these items for a premium price to their customers. Shimano<span class=\"s1\">\u00a0does not sell directly to bike users via retail stores, but to bike manufacturers that want to use Shimano\u2019s components on their bicycles. Shimano&#8217;s<\/span>\u00a0components\u00a0are compatible with most of the bikes\u00a0of major bicycle manufacturers, such as GIANT and TREK, so Shimano\u00a0has a wide customer base\u00a0around the world.<\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Trek-Shimano.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2293\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Trek-Shimano-300x270.jpg\" alt=\"Trek Shimano\" width=\"300\" height=\"270\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Trek-Shimano-300x270.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Trek-Shimano-1024x922.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Trek-Shimano-600x540.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Trek-Shimano.jpg 1150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Giant-with-SHimano.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2298\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Giant-with-SHimano-300x200.jpg\" alt=\"Giant with SHimano\" width=\"398\" height=\"265\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Giant-with-SHimano-300x200.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Giant-with-SHimano.jpg 600w\" sizes=\"auto, (max-width: 398px) 100vw, 398px\" \/><\/a><\/p>\n<p>(Trek and GIANT bikes with Shimano components installed)<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Innovative Operating Model<\/strong><\/h2>\n<p>In recent years, technology in the\u00a0bike industry has been rapidly evolving. Manufacturers now use\u00a03D computer softwares to design\u00a0frames, make parts and components from specialized materials (i.e. ultralight carbon fiber and aluminum), and conduct\u00a0sophisticated tests to prove the quality (such as wind tunnels to test a bike&#8217;s aerodynamics).<\/p>\n<p>Shimano is leading these technology\u00a0innovations. Shimano has a robust R&amp;D team (in 2014, their R&amp;D cost was approximately 20% of their total SG&amp;A) that<span class=\"s1\">\u00a0focuses its efforts on product quality through technological superiority. Their continuous innovation\u00a0provides bike riders with increasingly more reliable and efficient products.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">How do they continue to innovate? Every year, Shimano dispatches its employees to work with bicycle manufacturers for several months to gauge consumer trends, as well as to understand the needs and areas of improvements. Additionally, they regularly meet with top racers to discuss future products and prototypes. Their openness\u00a0to feedback, and their\u00a0eagerness\u00a0to make improvements are what drives their innovative culture.<\/span><\/p>\n<p><a href=\"http:\/\/fish.shimano.com\/content\/Corporate\/english\/index\/financial-infomation\/summary-of-financial-results\/_jcr_content\/columns\/rightcontent\/download_22\/downloadFile\/file.res\/Summary%20of%20Financial%20Results%20FY2014%20.pdf\">Shimano 2014 Financial Statement<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Their success\u00a0lies not only in the rigorous R&amp;D process, but also in the well-thought operational strategy.<\/p>\n<p>As in the example of Tour de France, Shimano provides its\u00a0newest technology for bike riders and teams to use in professional races. This acts as a good promotion of their newest product, demonstrating\u00a0the high quality and performance and\u00a0building confidence in the market. After debut in the tours, their newest technology\u00a0are sold to customers to be\u00a0used in\u00a0high-end bicycles, charging them with\u00a0a premium price.<\/p>\n<p>After time passes and new technologies come out, they transfer (degrade) the product to a standard-class version and re-price it\u00a0so that it could be sold to\u00a0the mass-market. When a product enters this stage, Shimano transfers the production to their overseas factory, where\u00a0manufacturing costs can be kept at a low level. This operational cycle (introducing new technology =&gt; selling it as a high-end product =&gt; transferring it to a standard-class product) takes place\u00a0in approximately 5 to 6 years. The repetitive process of this operational cycle is what generates their revenues and sustains their\u00a0competitiveness.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Going Forward<\/strong><\/h2>\n<p>So far, Shimano has been doing extremely well by effectively aligning its business model with its operating model. However, competition is increasing. In order to maintain\u00a0their dominance in the bicycle components market, continuous functional improvements and frequent introductions of new products are key.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>(Sources)<\/p>\n<p>http:\/\/bike.shimano.com\/<\/p>\n<p>http:\/\/road.cc\/content\/feature\/156398-bikes-2015-tour-de-france<\/p>\n<p>http:\/\/www.ft.com\/cms\/s\/0\/08672652-6e8b-11e5-aca9-d87542bf8673.html#axzz3tfK8bmp1<\/p>\n<p>http:\/\/www.bicycleretailer.com\/north-america\/2013\/07\/12\/shimano-slash-number-north-american-distributors#.VmXd_-MrJ-U<\/p>\n<p>http:\/\/www.cyclingnews.com\/news\/chris-froomes-tour-de-france-winning-pinarello-dogma-f8\/<\/p>\n<p>http:\/\/business.nikkeibp.co.jp\/article\/topics\/20070919\/135348\/?rt=nocnt (Japanese)<\/p>\n<p>http:\/\/jbpress.ismedia.jp\/articles\/-\/35911<\/p>\n<p>http:\/\/www.bloomberg.com\/bw\/stories\/2004-08-08\/shimano-the-tour-de-frances-other-winner<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With its innovative R&amp;D and operating model, Shimano dominates the global market share in bicycle components.<\/p>\n","protected":false},"author":739,"featured_media":2311,"comment_status":"open","ping_status":"closed","template":"","categories":[436,4,438,37,437,439],"class_list":["post-2310","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-bicycle","category-effective","category-global-leader","category-innovation","category-japan","category-market-share"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/the-tom-challenge-tom-winners-and-losers-assignment\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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