You are interviewing for a new product manager position with Cervelo bicycles

Cervelo$$s main goal is to $$design and engineer the world$$s fastest bikes.$$ The VP of Marketing at Cervelo

has sent out to all interview candidates a project to be completed prior to your interview so he can

evaluate your critical thinking skills and overall fit within the company. He has asked you to select a

Cervelo bike of your choice, complete some research, and then complete the following tasks:

A$)$ Complete a comparison matrix that includes at least $2$ other competitive bikes $($Cervelo or other

brands$)$ that already exist in the market and would be considered direct alternatives to the

Cervelo product you chose. You will need to research what would be considered important

comparative factors for customers of this bike for the assessment. You do not necessarily have

to pick factors that Cervelo ranks highest in$.$ This can also be more of a critical assessment.

B$)$ Prepare a half page launch advertisement for the Cervelo bike of your chose. Make sure you

research what problem this bike solves for the particular buyer persona you are trying to

advertise to$.$ It does not have to be a finished advertisement. What is more important is the

content and photo$($s$)$ you select. Provide a brief explanation as to why you created the ad as you

did.

C$)$ The ad you created above, could be used for either a billboard at the start of the Tour du France,

an ad on the second page of Bicycling magazine for their Tour du

France issue, or on Facebook for the month of the Tour du France. If you only had enough

budget to pick one place to advertise, which would you pick, and why?

D$)$ Cervelo only distributes their bikes through high end bicycle parts shops and distributors. Many

of these distributors also carry competitor bikes. These high$-$end bikes are quite expensive to

carry in inventory. Think of an innovative program that you could launch to the Cervelo

distributors to get them to carry more of the Cervelo bikes in inventory.

E$)$ Imagine that the bike you have selected will launch in the next month. Think of a unique way to

launch the bike of your choice through some sort of launch event that will bring the bike the

most exposure.

F$)$ Cervelo has done a number of things to create awareness and brand loyalty for their products,

including MYCERVELO club, and sponsoring Team

That said they are probably best known for

providing free bikes to some of the fastest triathlon bike riders in the world. As a result, Cervelo

bikes typically top the Ironman Kona count for overall bikes in the race as well as top $10$ finishes.

Not bad for a company started in $1995$ in Toronto, Canada. That said, think of another new and

innovative program$/$idea to promote awareness and brand loyalty for Cervelo bikes. Be detailed

and specific.