Case study : Detroit Bikes: Becoming the Biggest Bicycle Manufacturer in North America. 

Please Answer the following questions.

 1. Mike Gentile, the communications director, was tasked with massively increasing sales. Provide an in-depth PEST analysis on Detroit Bikes (DBs) macro-environment. Identify opportunities / threats.

 2. Provide an in-depth PORTER analysis on Detroit Bike's industry, making connections to potential opportunities and threats for Mike. What phase of the industry lifecycle are they in (and why so)? 

3. What is "special" about the Detroit Bikes product offering? Who are their customers and why should they care? What are the key challenges that Mike needs to overcome to grow their business to the levels they are aspiring to? Noting that no business is necessarily easy, was Mike smart to get into this business? Why or why not? 

Link to the case study: https://drive.google.com/file/d/1TXw-4aOXfUPClWGp7A-7xkp_2_GDL5Xh/view?usp=drivesdk