In my previous paper I wrote about the bicycle, how it was born and finally I focused on one specific bike

company, and their line of different bicycle models. For this paper, I will focus once again on this company because its a great example to use for the law of line extension chapter. I see how the law of line extension can be applied to many companies, but I believe that there is always an exception to the rule and Specialized might just be it-or one of many exceptions out there. On one hand there are bike companies that will only focus on one type of bicycle model and that is it. Take Niner for example. This company has only one line of bicycles, the 29ers. 29ers refers to the size of the wheel. The common mountain bike has a 26inch wheel. 29ers have, like the name implies, a 29inch wheel. They have been around since 1980 but it wasnt until recent years that they started to become popular. Niner states that riding 29ers is more than just that, it is a true passion. On the other hand, there are companies like Specialized whose line of products include the following types of bicycles: Road Mountain Downhill BMX Cyclocross Multi use Kids Touring Specialized is a high quality bicycle company. It is one of the bicycle industries out there that spends a great deal of time innovating and improving new and better geometries, components, gear, etc. The same passion that is applied to build a new frame, or develop a new geometry can be found in their line of clothing, components, gear, and parts. They work with the Boulder Center for Sports Medicine, and use anthropometric testing, to scientifically dial their designs for bikes and equipment. Body Geometry products are scientifically developed and proven to performance and comfort for a better ride: BG gloves: help reduce hand numbness (aka, cycling palsy) by relieving pressure on the ulnar nerve BG shoes: make the connection between the body and the bike more productive and more comfortable BG saddles: reduce pressure on arteries and soft tissue for improved blood flow and comfort

MBA 512: The law of line extension

Fernanda Mejia Arroyo

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There is a special department that focuses solely on women. The geometries of all of our womens bikes are dialed for the intended womens ride experience. We engineer each tube with optimal diameter, thickness, and shaping for each frame size, paying equal attention to weight, torsional stiffness, and vertical compliance. This assures every frame size has precisely the same ride qualities, while making our bikes as efficient as possible for faster climbing and acceleration, and more compliant for a smoother ride. Gloves: most womens hands are not only shorter then mens, the also have less overall volume. So weve designed our gloves around a womens hand pattern for a snugger, more secure fit. Saddle: pressure mapping research helps us put varying levels of tuneddensity foam where women riders need it most Shoes: Body Geometry womens shoes are built using a womens last to address their anthropometric variations and guarantee optimal fit and performance. Bars: with narrower shoulders and shorter hands/arms, women dont fit in traditional bar sizes* http://www.specialized.com/us/en/bc/SBCWideGlobalPages.jsp?pageNam e=FOB_Women&menuItemId=17670 Specialized has broaden their line of products to bicycle clothing and gear, which includes: Helmets Wheels Bags/tools Water bottles/cages Computers Grips/tapes Optics Pumps Components Having diversified their line of products, the target market is still the same. If you are happy with the performance of your bicycle, there is an enormous chance you will like the other products as well since the same passion and technology is applied to each and every single product that Specialized has to offer. The line of clothing, gear, components, and parts go from entry-level products to high-end quality products. They compete hand to hand with companies that have been on the business for longer than Specialized has been and do as well, if not better. Specialized's latest Body Geometry S-Works road shoes are far and away their finest yet a feathery 470g package (per pair, size 43.5) that includes all of the company's fancy ergonomic trickery.

MBA 512: The law of line extension

Fernanda Mejia Arroyo

Page 2 of 3

Specialized's new BG S-Works kicks have proven to be a fantastically light, supportive and efficient pair of shoes that are just as comfortable at hour five as they are at hour zero. They've held up well, and they even look good while doing it. Total win Emily Wren, 2009, Specialized Body Geometry S-Works road shoes. And finally, Specialized also offers the concept of Body Geometry Fit. Body Geometry Fit focuses on achieving an optimum personal fit through precise measurement and calculation. It was developed after years of working with Dr. Andy Pruitt Ed.D., P.A. of the Boulder Center for Sports Medicine. It was created to help cyclists rider faster, longer and in greater comfort, while reducing the chance of injury. Body Geometry Process: 1. Pre fit interview: between a trained technician and rider that addresses the individuals injury history, needs and goals 2. Flexibility assessment: this evaluation gains accurate picture of the individuals flexibility 3. Side view: the goal is to deliver a correct neutral position that is both powerful and comfortable 4. Front view: analysis from frontal view to optimize hip, knee and foot alignment 5. Follow up: after a week or so, the technician calls to discuss the effectiveness of the adjustments

References Emily Wren, 2009, Specialized Body Geometry S-Works road shoes. http://www.cyclingnews.com/reviews/specialized-body-geometry-s-works-roadshoes Specialized website www.specialized.com http://www.specialized.com/us/en/bc/SBCWideGlobalPages.jsp?pageName=FOB _Women&menuItemId=17670

MBA 512: The law of line extension

Fernanda Mejia Arroyo

Page 3 of 3