Birota, a mid-sized French manufacturer of professional and retail road bikes, is navigating a series of strategic and operational challenges as it seeks to align its global supply chain with a diverse product portfolio and shifting market conditions. Students are asked to assess Birota’s supply chain structure, identify and justify its decoupling point(s), classify its products, and evaluate whether the current supply chain strategies are appropriate. They also compare Birota’s supply chain to those of competitors, analyze the alignment between marketing and purchasing functions, and assess supply chain risks and resilience in the context of growing sustainability pressures. The case encourages the application of foundational supply chain theories while confronting students with the complexities of real-world decision-making.