Giant Bikes Case Study© Diadem © Diadem © Diadem The world’s largest bike manufacturer Background Giant Bikes was founded in 1972 as an original equipment manufacturer supplying bike frames to known retail brands before launching Giant branded bikes in 1981. Giant’s retail transition has been built on the fundamental objective of improving the professionalism of the retailer and their product knowledge and enhancing the customer experience. By 2007 , Giant was the world’s largest bike manufacturer, turning over 5 million units a year with products sold at over 12,000 retail partners across 50 countries. Claiming 80% of the global market share the Giant brand is synonymous for innovation, manufacturing expertise and a vision to inspire adventure in all riders, from casua

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