This paper studies Taiwanese bicycle brands break into global markets and competition from low-cost rival in China. This research purposes to examine the state of brand building processes to brand penetration of Taiwanese bicycle makers. The study begins with literature review of brand management, and the cases of two major Taiwanese bicycle companies. Base on the identified areas by focusing on the performance of the Taiwanese bicycle brands, dimensions of globalization, globalization strategies, and A-Team. Thereafter a questionnaire was designed and sent out to respondents. The findings were evaluated and analyzed by using analysis program SPSS. The study concluded that in the bicycle industry the dimensions of globalization would be the critical factors of formulating the globalization strategies that towards brand penetration. Therefore this study discovered the establishment of A-Team is influenced by the globalization strategies. The findings are highly indicative. This study describes the process from the brand building process to brand penetration.
