Orbea is one of the worlds ten most important companies in the sector of designing and manufacturing bicycles
. More than half of its sales are in 35 countries, although it has largely been able to maintain production at its site of origin in Bizkaia (Mallabia).
Created in 1840, it became a cooperative in 1969
and subsequently joined the Mondragón Cooperative Group. Fifty-four percent of its sales are racing bikes, 38% mountain bikes and 8% consists of hybrid bikes.
Its strategy since 1997 has revolved around three basic areas: internationalisation of sales, product research and development to increase its value and brand image. It also patents one to four designs per year to maintain its market position.The Campus Orbea project is addressed to changes in the sporting needs and habits of Orbea users
. These users not only practise cycling, but also engage in other activities and regularly practise other sports. They are competitive thrillseekers in everything they undertake, demand a positive experience rather than a product and interact with other users through various channels.
Orbea is seeking new avenues for dialogue and collaboration with these users
in order to accompany them in their quest to discover the world of outdoor sports and promote user communities that can share ideas.
The Improbable team consists of some 10 people involved in the Campus
Orbea project, including those responsible for innovation, marketing,
sales and communication, as well as external consultants.http://www.orbea.com