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  "documentTitle": "WD-40 Company (WDFC)",
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  "authorName": "Ben Axler",
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  "presentationDate": "2020-04-02 00:00:00",
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  "notes": "Uses a combination of corporate claims, market research, and anecdotal evidence to undermine the company's strategic focus.",
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      "kind": "callout",
      "text": "Also In The U.K. Where WD-40 Has A Large Presence: “Across the country, cycle shops that have been a regular fixture of their local high streets for decades are closing down in their droves”",
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      "text": "“And from 2018 to 2019, children’s bicycle sales decreased 7 percent in dollars and 7.5 percent in bikes sold, a drop serious enough that retailers have already goosed prices to make up for lower demand, according to market research firm NPD Group.”",
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      "text": "“The Company’s products are sold primarily through mass retail and home center stores, warehouse club stores, grocery stores, hardware stores, automotive parts outlets, sports retailers, independent bike dealers, online retailers and industrial distributors and suppliers.”",
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      "text": "Unfortunately, kids (or future hobbyists) are less interested in bikes both in the U.S. and in the U.K., WD-40’s largest foreign market. Casual and regular bicyclists are in perpetual decline as are independent dealerships.",
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      "text": "Casual and Regular Bicyclists decline 2014-2018",
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      "text": "WD-40 sells to independent bike dealers and claims “Passionate Hobbyists” are end users. Unfortunately, kids (or future hobbyists) are less interested in bikes both in the U.S. and in the U.K., WD-40’s largest foreign market. Casual and regular bicyclists are in perpetual decline as are independent dealerships.",
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      "text": "And from 2018 to 2019, children's bicycle sales decreased 7 percent in dollars and 7.5 percent in bikes sold, a drop serious enough that retailers have already goosed prices to make up for lower demand, according to market research firm NPD Group. — Washington Post, June 4, 2019",
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      "text": "Source: Washington Post, June 4, 2019; Sports & Fitness Industry Association; The Guardian, Jan 2019; WD-40 Corporate Presentation, Feb 2020",
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      "text": "What About Bicycles?",
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