Case study - Cynthia's Cycles Ltd. Cynthia's Cycles Limited. Ken Bates & Carolyn Fowler. Victoria University of Wellington. BACKGROUND Cynthia's Cycles Ltd. (CC) imports lightweight touring bikes into New Zealand and sells them to three independent cycle wholesalers. CC does not currently sell to retail direct to the general public. The managing director and owner, Cynthia Cog, believes company has seen off the worst of the recession, but is conscious that there is too mu capacity and she must make efforts to expand the company's customer base Cynthia is concerned about current profitability levels. CC is such a small company that control over the price it pays to its bike suppliers. So to improve profitability CC concentrate on improving the efficiency of CC's sales and distribution. Cynthia is convi 'buying' market share with excessive discounts does not work and she is concerned the the recession, the level of discounts that were offered in order to keep some customer were excessive