Premium Essay

Royal Enfield Case Study

Submitted By
Words 1714
Pages 7
The 1980’s saw a sudden rush of Japanese bikes into the Indian market. These bikes enjoyed the reputation of having earlier wiping off the local motorcycle industry in the UK, Europe and US markets. Despite being in a precarious situation then, Royal Enfield managed to successfully resist the competition and emerge as a leader in the mid-segment. From sales figures as low as 30000 in 2004, the company managed to pull off a whooping 175000 sales figure in 2013.
Over the years, the company has undergone a makeover, both, technically and aesthetically, in the kind of products it has to offer. The “Classic Series”, “New Thunderbird 500”, and the latest feather on the cap – the Continental GT café racer have positioned brand RE to appeal to all
…show more content…
Its greatest strength lies in its loyal following including its traditional customers in defence and village landlords. But now, with the entry of Harley Davidson and Triumph, the scenario is going to become very competitive for Enfield. Its low cost and loyal customer base will hold it in good stead but brands like Harley have their own following, which will be a threat. Politically, with talks of GST and labour law reforms on the way, things look good for manufacturing firms like Enfield. The new government too, is focused on reviving the economy by pushing growth in manufacturing sector. It is expected that with the market converging towards the midsize segment, Enfield might roll out more variations in this segment. The new plant has increased its production capacity, but the increase in demand has still resulted in long waiting periods. As such, Enfield might decide to expand its capacity further and push aggressively against its new rivals. But, to retain its loyal customers, it is expected to continue with the tradition of handcrafting essential parts. Enfield has addressed its quality concerns to some extent, but for a market leader it still faces too many breakdown issues, which might put off new prospective buyers. It is already making new tech savvy additions like GPS and is expected to continue adding new features …show more content…
This can be attributed to the absence of quality local competitors. The only rivals are foreign players which incur heavy import duties and are priced beyond the income level of the middle class Indian consumers. Hence, Royal Enfield is one of the most competitive brands in terms of pricing.
• The need for power and majesty governs the purchase behavior of consumers for Royal Enfield and the consumers are predominantly male youth. This iconic brand can also perhaps focus on expanding this segment by targeting adventurous woman of similar age groups.
• In terms of those who do not buy Royal Enfield, booking period is the major factor as demonstrated by the survey conducted. After-sales service, maintenance and spare hassles are secondary issues mentioned by existing customers. In order to further capitalize, Royal Enfield must ensure these issues are sorted out and sorted out quickly.
• Another point of consideration is the negligible investment on Research and Development. With new entrants like KTM, better and innovative technology is the need of the hour and this is a major concern for Royal

Similar Documents

Premium Essay

Pestel Analysis of Royal Enfield

...ANALYSIS OF ROYAL ENFIELD       Acknowledgement We would like to thank all the people who were involved with this project and whose support and encouragement helped us complete the project. Indeed working on this project has been a truly enriching experience for us as a team. We are extremely grateful to Professor R.Kamle for entrusting our group with this huge responsibility. We wish to express a profound sense of gratitude to Professor Kamle for his generous suggestions and valuable insights, without which this project would not have been a success. Last but not the least, we would like to thank all our team members who participated and contributed towards the successful completion of this project. Entire Group * 3.   Brand  Analysis  of  Royal  Enfield   3     Table Of Content 1. Executive Summary 2. Introduction 3. Product Line 4. Change In Strategy After Year 2000 5. Communication & Distribution 6. Missing Communication 7. Brand Analysis of Iconic Brand 8. Conclusion & Recommendation Executive Summary Executive Summary * 4.   4 BRAND ANALYSIS OF ROYAL ENFIELD   Executive Summary The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far how they have performed and suggestions for them to grab more market share and be profitable. Every year, they have sold modest numbers but despite low numbers, they continue to command a position of respect and awe in the Indian motorcycle market. The objective of the study was to study the......

Words: 9790 - Pages: 40

Free Essay

Cases in Sm

...1. Renault Duster Case Study 2. 2. Renault India • Renault came to India in 2005 in a JV with Mahindra and launched the Renault-Mahindra Logan • Within a short span of 5 years, Renault ended its JV with Mahindra and planned to strengthen its network in India by launching new cars by 2011 • Fluence became the first car launched by Renault in India • Expanded it portfolio by launching Koleos and Pulse • However, it was 2012 which proved to be a tipping point for the company when it launched its iconic compact SUV Renault Duster 3. 3. Dacia Duster • Duster was officially launched at the Geneva Motor Show, by the Romanian based Dacia group • Dacia is one of the Romania based automobile company founded in 1966 • It was later acquired by Renault in 1999 with an ambition to make Romania the automobile hub for Europe and Central Asia • Duster positioned as the ‘shockingly affordable car in Europe is considered as one of its most successful launch 4. 4. SUV Market in India SUV’s MUV’sVehicle Categories in India Renault’s Category Innovation Compact SUV A SUV that married the comfort of a sedan, to the rugged strength of a SUV 5. 5. Renault Duster “Made in India” • Globally sold as Dacia Duster, it was sold as Renault Duster in India due to higher brand awareness among Indian consumers for Renault • Globally positioned as the ‘shockingly affordable’ car it was re-positioned as ‘for the unstoppable Indian” • Highly Localized, carrying 60 per cent localized parts 6. 6...

Words: 1297 - Pages: 6

Premium Essay

Comparative Financial Study of Top Three Two Wheeler Companies

...A PROJECT REPORT ON “COMPARITIVE FINANCIAL STUDY OF TOP THREE TWO WHEELER COMPANIES” FOR HEROHONDA, BAJAJAUTO, TVSMOTOR. SUBMITTED TO TILAK MAHARASHTRA UNIVERSITY IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE MASTER OF BUSINESS ADMINISTRATION (MBA) Submitted By: IRFANHUSEN BHORANIA (Batch 2008-10) Guided By: Prof.R.GANESHAN 1 MAHARASHTRA COSMOPOLITAN EDUCATION SOCIETY’S PAI INTERNATIONAL CENTRE FOR MANAGEMENT EXCELLENCE CAMP PUNE-411001 CERTIFICATE This is certify that BHORANIA IRFANHUSEN student of PAI international centre for management excellence, Maharashtra Cosmopolitan Education society, Pune has completed his field work report on the topic of COMPARATIVE FINANCIAL STUDY OF TOP THREE TWO WHEELER COMPANIES and has submitted the field work report in partial fulfillment of MBA of the college for the academic year 2008-2010. He has worked under our guidance and direction. The said report is based on bonafide information. Project guide name Prof. R Ganesan Designation Director 2 PAI INTERNATIONAL CENTRE FOR MANAGEMENT EXCELLENCE Maharashtra Cosmopolitan Education Society DECLARATION I hereby declare that the project titled “COMPARATIVE FINANCIAL STUDY OF TOP THREE TWO WHEELER COMPANIES” is an original piece of research work carried out by me under the guidance and supervision of Prof.R.GANESHAN. The information has been collected from genuine & authentic sources. The work has been submitted in partial fulfilment of the......

Words: 8258 - Pages: 34

Free Essay

Comparative Study of Customer Satisfaction of Different Automobiles Co.

...A RESEARCH REPORT ON “A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVS AND BAJAJ BIKES” (A CASE OF BAREILLY CITY) SUBMITTED FOR APPROVAL FOR CONDUCT OF FIELD RESEARCH FOR PARTIAL FULLFILLMENT OF THE MASTER IN BUSINESS ADMINISTRATION DEGREE FROM U.P. TECHNICAL UNIVERSITY, LUCKNOW Under the Kind Guidance of: Mr. PANKAJ DIXIT Co-ordinator Management R.B.M.I. Bareilly Submitted By: DESH RAJ SINGH M.B.A. IV - Sem Roll No. :-0701670033 SUBMITTED TO: DEPARTMENT OF BUSINESS ADMINISTRATION RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY (U.P.) DECLERATION I, Desh Raj Singh, student of M.B.A IV sem (university roll no.0701670033) at RBMI; hereby declare that I have completed my research report on the topic titled “A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVS AND BAJAJ BIKES” as a compulsory part of my course curriculum. The information provided in the report is original and has not been copied from anywhere. This report is not submitted to any other university/institute for the award of any other degree/diploma. DESH RAJ SINGH MBA IV Sem. Roll No. 0701670033 ACKNOWLEDGEMENT “NO MAN IS COMPLETE IN KNOWLEDGE BUT SINGLE RAY OF KNOWLEDGE CAN BE HELPFUL TO MAN”. The research on “A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVS AND BAJAJ BIKES” has been given to me as part of the curriculum in Two-Years Masters Degree in Business Administration....

Words: 6772 - Pages: 28

Premium Essay

Bajaj

...BAJAJ AUTO PVT LTD. PREPARED BY Pankaj Sankharva (M.B.A. 1st Year) Chirag Manek (M.B.A. 1st Year) R.K. COLLEGE OF BUISNESS MANAGEMENT RAJKOT. (GUJARAT) MAY – JUNE 2006. I Pankaj Sankharva undersigned the student of M.B.A 1st Year. Of R.K. college of Business Management here by declares that the project work presented in this reports is my own work & has been carried out under supervision of Mr. Kumara Anjaria, Sales Manager of “Automotive Manufacturers Pvt Ltd” at Rajkot. It is a authorize showroom and service station of Bajaj Auto. Date:- Place :- Mr. Pankaj Sankharva I n today’s competitive world the practical study forms an important part in each and every professional course. The MBA is a course in which the theoretical knowledge is backed by the practical study. That study is in the form of project. The Summer Training Project is one of the important parts of the curriculum. And each and every student has to work for the project. The summer project enables the students to know more about the application of theoretical knowledge. The current situation of the market is made known to the students when they undertake the project. The project gives better insides into the application part of the theory. The companies in an industry and their operations can be better known by the students when they analyze the data, and prepare the grand project. This project is on the analysis of Two Wheeler market of Bajaj, Services of......

Words: 10303 - Pages: 42

Free Essay

D-Street: Finance

...ICRA RATING FEATURE TWO-WHEELER INDUSTRY: GROWTH DRIVERS INTACT Contacts Anjan Ghosh aghosh@icraindia.com (+91-22-30470006) Subrata Ray subrata@icraindia.com (+91-22-30470027) Jitin Makkar jitinm@icraindia.com (+91-124-4545368) Overview  The Indian two-wheeler (2W) industry has shown a strong volume growth over the last two-years, having grown by 25% in 2009-10 and 27% in 2010-111 to reach 13.3 million units. This strong double-digit growth has been driven by multiple factors. One reason, of course, is statistical as this period of high double-digit growth has showed up after a rather sedate previous two years, when the 2W industry volumes had shrunk by 5% in 2007-08 and had grown by a mere 5% in 2008-09. In addition to the contribution of pent-up demand, the 2W industry growth over the last two years has been supported strongly by various underlying factors including India’s rising per capita GDP, increasing rural demand, growing urbanization, swelling replacement demand, increasing proportion of cash sales and the less measurable metric of improved consumer sentiment. Going forward, ICRA expects the 2W industry to report a volume CAGR of 10-12% over the next five years to reach a size of ~21-23 million units by 2015-16 as it views the fundamental growth drivers comprising of expected steady GDP growth, moderate 2W penetration levels, favourable demographic profile, under developed public transport system and utility quotient of a 2W - to be intact. Additionally,......

Words: 11726 - Pages: 47

Free Essay

Oscola

...OSCOLA Oxford Standard for the Citation of Legal Authorities Fourth Edition Faculty of Law, University of Oxford www.law.ox.ac.uk/oscola Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 1 General notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 1 .1 Citations and footnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 1 .1 .1 1 .1 .2 1 .1 .3 1 .1 .4 Citing cases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Citing legislation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Citing secondary sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Order of sources in footnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 1 .2 Subsequent citations, cross-references and Latin ‘gadgets’ . . . . . . . . . . . . .5 1 .2 .1 Subsequent citations . . . . . . . . . . . . . . . . . . . . . . ....

Words: 18564 - Pages: 75

Premium Essay

Automobile

...INTRODUCTION Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile Industry of India has come a long way. During its early stages the auto industry was overlooked by the then Government and the policies were also not favorable. The liberalization policy and various tax relief by the Govt. of India in recent years has made remarkable impacts on Indian Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18 % per annum, has become a hot destination for global auto players like Volvo, General Motors and Ford. A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system the Automotive Industry of India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian economy. Today Indian automotive industry is fully capable in producing various kinds of vehicles and can be divided into 03 broad categories: Cars, two-wheelers and heavy vehicles. ← The first automobile in India rolled in 1897 in Bombay. ← India is being recognized as potential emerging auto market. ← Foreign players are adding to their investments in Indian auto industry. ← Within two-wheelers, motorcycles contribute 80% of the segment size. ← Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%). ← Tata Motors dominates over 60% of the Indian commercial......

Words: 16809 - Pages: 68

Free Essay

Honda Motercycle

...STUDY OF CONSUMER PERFERENCES TOWARDS 150CC MOTORCYCLES IN LUDHIANA CITY A PROJECT REPORT Submitted by : HARPINDER SINGH (Roll no. 8100132015) in the partial fulfillment for the award of the degree of BACHELORS OF BUSINESS ADMINISTRATION Submitted to: Dr. MEENAL CHAUHAN Gian Jyoti Institute of Management &Technology PUNJAB TECHNICAL UNIVERSITY, JALANDHAR 2008-2011 ABSTRACT The research project was undertaken to study the consumer preferences towards 150 cc motorcycles in Ludhiana city. Consumer is said to be the pivot around which the entire business activities revolve and thus it is necessary to know that how individuals make decisions. Primary data were collected from a sample of 120 respondents which was taken from the service centers of the motorcycle outlets. The factors leading to need arousal for 150 cc motorcycles were identified as availability of better pick up and elegant appearance. The main source of information about the motorcycle has been the media both print and electronic. The decision to purchase a particular brand of motorcycle was mostly made by the customer himself. The important factors considered while purchasing a motorcycle were pick up, styling and fuel efficiency. Bajaj Pulsar provides highest satisfaction in case of pick up, comfort, after sales service and maintenance cost whereas TVS Apache provides...

Words: 9551 - Pages: 39

Premium Essay

Tesco

...Acknowledgements : First of all we would like to introduce our selfs, BIALLACH Safae and EL YOUNSI nahide, a 3rd year students in SUP DE CO MARRAKECH. In the third year the internship is a part of the program at our school. But for the two of us, we didn’t do an internship because we shose to go for a summer school programme in LONDON, UNITED KINGDOM for two weeks at the LONDON SCHOOL OF BUSINESS AND FINANCE (LSBF). The objectives during this journey were to improve our level in English language, to Discover a new culture, to visit a lot of places that we wanted to see and also to meet a lot of different people from different countries. Studiying in LONDON was a wonderful experience that we wont forget. for that, we would like to give some thanks to all the people that helped to gave us the chance to go for this programme. Without forgeting a special Thanks to our English Teatcher M.EL FOUADI KAMAL for this opportunity. Last, but not least, we would like to thank our parents and family for supporting our stay in LONDON financially and emotionally. INTRODUCTION ...................................................................................................2 SECTION 1 : TESCO……………. .........................................................................4 1-BUSINESS DESCRIPTION…………. ......................................................5 2-HISTORY......

Words: 9552 - Pages: 39

Free Essay

Hoba Lala

...Delivery and growth Royal Dutch Shell plc Annual Report and Form 20-F for the year ended December 31, 2007 Royal Dutch Shell Our Business With 104,000 employees in more than 110 countries and territories, Shell plays a key role in helping to meet the world’s growing demand for energy in economically, environmentally and socially responsible ways. Our Exploration & Production business searches for and recovers oil and natural gas around the world. Many of these activities are carried out as joint venture partnerships, often with national oil companies. Our Gas & Power business liquefies natural gas and transports it to customers across the world. Its gas to liquids (GTL) process turns natural gas into cleaner-burning synthetic fuel and other products. It develops wind power to generate electricity and invests in solar power technology. It also licenses our coal gasification technology, a cleaner way of turning coal into chemical feedstocks and energy. Our Oil Sands business, the Athabasca Oil Sands Project, extracts bitumen from oil sands in Alberta, western Canada and converts it to synthetic crude oils. Our Oil Products business makes, moves and sells a range of petroleum-based products around the world for domestic, industrial and transport use. Its Future Fuels and CO2 business unit develops fuels such as biofuels and hydrogen and synthetic fuels made from natural gas (GTL Fuel) and potentially from biomass; and leads company-wide activities on CO2 management.......

Words: 135221 - Pages: 541

Premium Essay

Yamaha Comparative Study

...Yamaha Bikes In India: A Comparative Study Vis-a-vis   0 EXECUTIVE SUMMARY OBJECTIVE : • • • To find the position of Yamaha’s bikes in various segments of Indian market. To interpret the satisfaction level of customers using different brands of bike. To suggest Yamaha as to how it can improve its market share. RESEARCH METHODOLOGY : The research had to be conducted through a survey based on questionnaires • Sample size – 200. • Brands covered – Hero honda Bajaj Honda Tvs Suzuki Yamaha Target area – Noida Greater noida Ghaziabad Sampling used – simple random. Scaling used – 5 point likert scale . • • • 1    DATA ANALYSIS : Analysis was done on the basis of 22 parameters. Bar charts were developed on these parameters which compare different brands in the 2 wheeler industry.with the help of these charts. yamaha’s position in the market is found and analysed . SUGGESTIONS : • Introduction of new brands.this may turn the market oligopolistic but will definitely increase the market share. Looks and style should not be over stressed as compared to quality and mileage. Yamaha does not have any successful 150 cc bike. Yamaha’s R & D facilities should coordinate with the marketing wing to give customers what they want. Secondary research shows that yamaha has a good brand awareness. But when it comes to real market , it is an illusion. 360 degree marketing approach with aggressive promotional campaigns should be followed. Focus should be on young......

Words: 18351 - Pages: 74

Premium Essay

Straategic Management Project Report Yamaha Motors

...2011 Strategic Management Project Report Submitted to: Rajesh S Upadhyayula Submitted By: PGP/14/260 NITESH KUMAR GUPTA PGP/14/280 MAHTAAB KAJLA PGP/14/287 PRACHI CHAWLA PGP/14/290 RAHUL MITTAL PGP/14/313 VINNY ARYA PGP/14/315 VISHAD DUBEY India Yamaha Motors Limited Table of Contents EXECUTIVE SUMMARY .......................................................................................................................... 2 INTRODUCTION ........................................................................................................................................ 3 OUR FOCUS ................................................................................................................................................ 3 YAMAHA INDIA- A BACKGROUND AND NEED FOR CHANGE IN STRATEGY ....................... 3 YAMAHA‟S CHANGING STRATEGY ..................................................................................................... 4 EXTERNAL ENVIRONMENTAL ANALYSIS ......................................................................................... 5 INDUSTRY ANALYSIS - Two Wheeler Geared Bikes .............................................................................. 8 INDUSTRY ATTRACTIVENESS......................................................................................................... 10 COMPETITIOR‟S ANALYSIS ................................................................................................................. 11 INTERNAL......

Words: 7296 - Pages: 30

Premium Essay

Ram Lakhan

...Product and Brand Management (MGMT-MKTG-638) - Revision Exercises - 1. “Customer analysis & competitor analysis are necessary for developing product strategy”. Comment. 2. Explain the steps involved in developing a new product with suitable examples. . Idea Generation The development of a product will start with the concept. The rest of the process will ensure that ideas are tested for their viability, so in the beginning all ideas are good ideas (To a certain extent!) Ideas can, and will come, from many different directions. The best place to start is with a SWOT analysis, (Strengths, Weaknesses, Opportunities and Threats), which incorporates current market trends. This can be used to analyse your company’s position and find a direction that is in line with your business strategy. In addition to this business-centred activity, are methods that focus on the customer’s needs and wants. This could be: •Under-taking market research •Listening to suggestions from your target audience – including feedback on your current products’ strengths and weaknesses. •Encouraging suggestions from employees and partners •Looking at your competitor’s successes and failures #2. Idea Screening This step is crucial to ensure that unsuitable ideas, for whatever reason, are rejected as soon as possible. Ideas need to be considered objectively, ideally by a group or committee. Specific screening criteria need to be set for this stage, looking at ROI,......

Words: 10266 - Pages: 42

Premium Essay

Managing Change

...Managing Change in the NHS Organisational Change A REVIEW FOR HEALTH CARE MANAGERS, PROFESSIONALS AND RESEARCHERS Valerie Iles and Kim Sutherland Managing Change in the NHS Organisational Change A REVIEW FOR HEALTH CARE MANAGERS, PROFESSIONALS AND RESEARCHERS Valerie Iles and Kim Sutherland Contents Purpose and Acknowledgements Foreword 5 7 8 Introduction Part 1 The literature on change management Part 2 Tools, models and approaches: a selective review 1.1 1.2 1.3 1.4 Where does the literature come from? What kind of evidence does it provide? What is meant by ‘change’? Organisational change in the NHS 12 13 14 18 2.1 How to access the models 2.2 How can we understand complexity, interdependence and fragmentation? Weisbord’s Six-Box Organisational Model 7S Model PESTELI Five Whys Content, Context and Process Model Soft Systems Methodology Process modelling Process flow Influence diagram Theory of Constraints (TOC) 22 25 25 27 29 30 32 34 36 37 38 39 40 40 42 43 45 46 47 48 48 50 54 54 55 56 56 58 2.3 Why do we need to change? SWOT analysis 2.4 Who and what can change? Force field analysis ‘Sources and potency of forces’ ‘Readiness and capability’ Commitment, enrolment and compliance Organisation-level change interventions Total Quality Management (TQM) Business Process Reengineering (BPR) Group-level change interventions Parallel learning structures Self-managed teams Individual-level change interventions Innovation......

Words: 33529 - Pages: 135