ABSTRACT
Companies that provide similar products to the same market are particularly in competition with each other for a share of the market. Consumer demand is dictated by consumer needs, consumer income and the price. Costs are an important aspect of competition. Companies with high fixed costs are much less flexible than companies with high variable costs. The interaction between demand and supply within the market place results in prices. Accell Group operates in an international market of bicycles, characterised by a fixed seasonal pattern that can vary by country. The bicycle season in our primary markets, Europe and North America, runs from September to August. Producers can be divided into business sector according to the similarity of products and production processes. Producers offer goods and services on the market to parties that have a demand for them.
