Dirt Bike

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Dirt Bikes USA
Running Case Study
Bryan Gaine Melissa Kelly Brad Michels Erica Riley

Table of Contents
Management Analysis of a Business .....................................................................................4 Analyzing Financial Performance..........................................................................................5 Competitive Analysis .............................................................................................................7 Analyzing the Total Cost of Ownership (TCO) of Desktop Software Assets .......................8 New Customer Database Design ...........................................................................................9 Using Internet Tools to Increase Efficiency and Productivity ...............................................10

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Table of Charts
Table 1: Dirt Bikes USA Sales History from 2001 to 2005 .................................................. 5 Table 2: Domestic vs. International Sales from 2001 to 2005 ...............................................6 Table 3: Statement of Income ................................................................................................6 Table 4: Software Suites ........................................................................................................8 Table 5: Customer Database ..................................................................................................9 Table 6: Internet Tools Matrix ...............................................................................................10

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Management Analysis of a Business Dirt Bikes USA is dirt bike production company based in California. This company comes from a background of experience in the dirt bike culture and it was founded in the early 1990’s. This was around the time when dirt biking was becoming popular. The founder’s of this company are Carl Schmidt and Steve McFadden and they started to design dirt bike frames for off road purposes containing engines from foreign companies. Dirt Bikes USA’s primary goal is to produce the best quality dirt bikes to rival other international companies. To achieve this goal, they use the highest quality products on the market. The founders felt that coming from a dirt bike culture, as well as the growing popularity in the U.S., they had an advantage being in the center of the marketplace. Dirt Bikes USA has four types of dirt bikes varying in engine size, two for trail riding and two for racing. The names of these different types are Enduro 250, the Enduro 550, the Moto 300 and the Moto 450. The tail riding types are more popular, and the company is expanding into the motocross market. They offer a service department that deals with service warranties and customer problems with parts of the dirt bikes. The company has a network of 40 distributors that they use. They are based mainly out of the Western and Midwestern parts of the U.S. Dirt Bikes USA has authorized dealers that provide spare parts and service warranties. Some exceptions to this are those who do not live within 50 miles of an authorized dealer. Carl Schmidt is the CEO of Dirt Bikes USA and Steve McFadden serves as President and COO. The employees of this company are involved in the design, engineering and production aspects, and include 3 full-time designers, 3 full-time

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engineers, 4 full-time parts specialist, and a 10-employee service department. There is also a marketing manager whose job is to oversee 5 sales representatives. Overall, the company employs 120 people and has expanded greatly since the early 1990’s. Dirt Bikes USA relies heavily on database software such as Microsoft Excel and Microsoft Access. This is to keep track of sales, inventory, and employee matters.

Analyzing Financial Performance The best selling product of Dirt Bikes USA has been the Enduro 550 and the worst selling product has been the Moto 450. In the first three years, international sales were...
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