From Product Attributes to Market Advantage: Game Theory Applications in Bicycle Industry Competition

Anang Siswanto; Saiful Rowi; Venus Khatta Salsabillah; Rudi Kurniawan; Sindy Nindia Maretha HarisTanti; Johan Alfian Pradana

Authors

Anang Siswanto Master of Industrial Engineering, Postgraduate Program, Adhi Tama Institute of Technology Surabaya, East Java, Indonesia
Saiful Rowi Master of Industrial Engineering, Postgraduate Program, Adhi Tama Institute of Technology Surabaya, East Java, Indonesia
Venus Khatta Salsabillah Master of Industrial Engineering, Postgraduate Program, Adhi Tama Institute of Technology Surabaya, East Java, Indonesia
Rudi Kurniawan Master of Industrial Engineering, Postgraduate Program, Adhi Tama Institute of Technology Surabaya, East Java, Indonesia
Sindy Nindia Maretha HarisTanti Master of Industrial Engineering, Postgraduate Program, Adhi Tama Institute of Technology Surabaya, East Java, Indonesia
Johan Alfian Pradana Master of Industrial Engineering, Postgraduate Program, Adhi Tama Institute of Technology Surabaya, East Java, Indonesia

Keywords:

Game Theory, MTB, Positioning, Simplex, Seatpost

Abstract

This study addresses the competitive challenge between two mountain bike brands, Senator MTB and Aviator MTB, in capturing consumer preference within the East Java market. The research object focuses on product attribute comparison between the two brands, aiming to identify the optimal strategic positioning for each. The objective is to determine competitive strategies that minimize losses and maximize gains using a quantitative approach. Data were collected through a closed-ended Google Form survey distributed to 31 respondents, consisting of MTB users in East Java. The analysis employed paired comparison, Game Theory, and the primal–dual Simplex method, supported by validity, reliability, and data sufficiency tests. Results showed that Aviator, as the column player, minimized its loss to -7,714 units with a mixed strategy equally focusing (50.7% each) on a lightweight and rigid frame and a strong derailleur, while Senator, as the row player, maximized its gain to -7,715 units through a pure strategy fully (100%) leveraging the durability of the seatpost–stem–handlebar combination. The study concludes that Game Theory can effectively identify and quantify optimal strategies in product competition. The contribution of this research lies in providing empirical evidence of applying Game Theory in the bicycle industry to guide strategic product development and market positioning.

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