Assignment: Chapter 02 Planning Implementing and Evaluating Marketing Strategies Chapter 02 Assignment: Planning, Implementing, and Evaluating Marketing Strategies Total points: 20/25 Attempts left: 2 Margie noticed that sales of her company's newest electric bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes--much more than anticipated. The electric bicycle they released also had a unique design, and she believes this design which is patented so rivals cannot replicate it-makes the bicycle more comfortable for bicyclists who bike long distance Refer to Scenario 2.6. Margie's company's electric bicycle, which is patented so that rival firms cannot replicate it has a late-mover advantage first-mover advantage competitive advantage strategic window sustainable competitive advantage