Case Study

China's XFM project

32 pages
November 1997
Reference: IMD-3-0604

This case describes the launch of a low-cost motorized bicycle in China. The XFM, a “powered bicycle” is to be produced in Fei-Ma Bicycle’s own plant in China from an engine imported from Germany and locally supplied components and labor. Successfully handling the product requires a full understanding of the local environment in China (potential customer segments, competitive environment, government constraints) as well as an understanding of the economics of the project: marketing and manufacturing costs; distribution.

Bicycle, Transportation
Published Sources
© 1997
Available Languages
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