Case Study: Selecting the Ideal Bicycle for SwiftCouriers
SwiftCouriers, a growing bicycle courier company, is expanding its operations in a dense urban environment. The company has tasked you, their new operations manager, with selecting a new fleet of bicycles. Your decision must ensure that the bicycles align with operational goals and deliver long-term value.
After market research, three bike models have been shortlisted:
Model A: Urban Cruiser Pro
Model B: Speedster 3000
Model C: CargoMax Eco
You will evaluate these models based on the five criteria outlined below. Each criterion has been assigned a weight based on its importance to the business:
Criteria Weight (%)
Durability and Reliability 30%
Weight and Maneuverability 20%
Cargo Capacity 25%
Comfort and Ergonomics 15%
Maintenance and Operating Costs 10%
1. Durability and Reliability
Why it matters: Bicycle couriers face demanding conditions, including rough roads, long distances, and adverse weather. A durable bike reduces breakdowns and maintenance costs.
Assessment Factors:
o Frame. material (e.g., aluminum, steel, carbon).
o Component quality (gears, brakes, wheels).
o Manufacturer’s reputation for durability.
2. Weight and Maneuverability
Why it matters: Couriers often navigate crowded urban areas where agility and speed are critical. A lightweight and easy-to-handle bike enhances efficiency.
Assessment Factors:
o Total bike weight.
o Handling in tight spaces or sharp turns.
o Ease of carrying the bike (e.g., up stairs).
3. Cargo Capacity
Why it matters: Couriers need to carry packages of varying sizes and weights. The bike must support sufficient cargo without compromising stability.
Assessment Factors:
o Available racks or baskets for packages.
o Maximum load capacity.
o Balance and stability when fully loaded.
4. Comfort and Ergonomics
Why it matters: Couriers spend long hours riding, so comfort prevents fatigue and injuries.
Assessment Factors:
o Saddle comfort.
o Adjustable handlebars and seat height.
o Shock absorption (e.g., suspension systems).
5. Maintenance and Operating Costs
Why it matters: Frequent repairs or high maintenance costs can hurt profitability and disrupt operations.
Assessment Factors:
o Ease of maintenance (e.g., modular parts).
o Availability and cost of spare parts.
o Long-term operational costs (e.g., energy efficiency for electric bikes).
Your Task
You client has scored each bike on a scale of 1 to 10 (1=bad & 10=good) for each criterion, where:
Calculate the total weighted score for each bike and recommend the model with the highest score.
A. Provide a completed matrix and a single paragraph explaining the results of the matrix
B. Provide a short paragraph explaining why the chosen model was selected.
Data Collected for Scoring
1. Durability and Reliability (Weight: 30%)
Model A: High-quality frame. but lower-end components prone to wear. Score: 7
Model B: Lightweight materials but reported issues with gear durability. Score: 6
Model C: Built for heavy-duty use with excellent reviews. Score: 9
2. Weight and Maneuverability (Weight: 20%)
Model A: Moderate weight; decent handling in urban settings. Score: 7
Model B: Extremely lightweight and agile, ideal for urban navigation. Score: 9
Model C: Heavier due to cargo-focused design, reducing maneuverability. Score: 5
3. Cargo Capacity (Weight: 25%)
Model A: Basic cargo options, suitable for small parcels only. Score: 6
Model B: Limited cargo space, designed for speed. Score: 5
Model C: Exceptional cargo capacity with secure racks and stability. Score: 10
4. Comfort and Ergonomics (Weight: 15%)
Model A: Comfortable seat and adjustable handlebars. Score: 8
Model B: Racing-style. design sacrifices comfort for speed. Score: 6
Model C: Ergonomic design for long-distance couriering. Score: 9
5. Maintenance and Operating Costs (Weight: 10%)
Model A: Moderate maintenance costs, parts widely available. Score: 8
Model B: Specialized components increase maintenance costs. Score: 5
Model C: Low maintenance due to robust construction. Score: 9
Partial Weighted Decision Matrix
Criteria Weight (%) Model A Model B Model C
Durability and Reliability 30% 7 (2.1) 6 (1.8) 9 (2.7)
Weight and Maneuverability 20%
Cargo Capacity 25%
Comfort and Ergonomics 15%
Maintenance and Operating Costs 10%
| Total Weighted Score | 100% | 0.00 | 0.00 | 0.00 |