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Juan F. Cabrera, Ph.D., CFA®

MBA Program Director
Associate Professor of Finance

P: 201-684-7354

Arrlette Espinal

MBA Graduate Program Coordinator

Ramapo College of New Jersey
505 Ramapo Valley Road, Mahwah, NJ 07430

P: (201) 684-7719

Askoll Capstone Project Case Study

The Client: Askoll, an Italian manufacturer of electric-powered motor scooters and motor-assisted bicycles.

The Challenge: To develop a launch plan for Askoll’s entry into the United States market, including but not limited to marketing, assembly, sales, and distribution of the company’s electric scooters and bicycles.

The Program: Ramapo College MBA students collaborated with Askoll team members as part of their Capstone Consulting Project.  After assessing Askoll’s corporate vision and competitive position in the marketplace for bicycles and scooters, the Capstone team conducted research to determine American consumers’ demand for alternative means of transportation and identify the ideal target markets for Askoll’s offerings.  During the course of the program, six MBA students and their professor visited the Askoll assembly plant in Vicenza, Italy for a firsthand look at the company’s manufacturing processes. Furthermore, all participants conducted a SWOT analysis to identify Askoll’s optimal strategy for entering the U.S. market.

The Outcome: The Askoll Capstone Consulting Project allowed participants to gain invaluable experience conducting market analysis, not only to identify consumers’ unmet needs and preferences for alternative means of transportation, but to determine the most lucrative regional target markets for Askoll’s electric-powered scooters and bicycles.  Meanwhile, the six students who traveled to Askoll’s manufacturing facilities returned to Ramapo with an in-depth understanding of the company’s production processes, which greatly benefited them with regard to formulating the overall market entry strategy. In the end, all participants were able to develop a comprehensive, cohesive launch plan clearly outlining Askoll’s optimal strategy for entering the United States market.