...vision, sharper focus and achievable suggestions and well established best practices in meeting our customer expectations. Now, what next? Royal Enfield has committed to a) Expand capacity by investing on a new state of the art manufacturing plant, to be operational in 2012. b) To launch two new bikes in 2012, to attract again the younger, performance seekers & leisure cruisers. c) To raise the bar on ‘quality’ in parts, in gloss & sheen and definitely in ‘perfecting the UCE’ to deliver ‘Top Notch’ reliability and performance. d) To expand reach in the domestic market in sales, after sales support, besides creating a ‘global foot print’ in unrepresented markets outside India. From our passionate and involved dealers & distributors I once again seek your commitment in 1) Delivering 100% “faultless” bikes post PDI to our customers. • Predictive & Preventive “post sales service competence”. • No “Vehicle off the Road”, on account of parts not available in your dealership, even for a day. 2) Adequate but well-maintained 3 ‘S’ facilities in your dealerships, confirming to RE Brand standards. 3) Your personal focus to deliver more than 95% by registering continuous improvement in all the parameters affecting product and customer satisfaction measures. 4) Last but not the least “keep riding” to become your “monthly marketing activity”. The Royal Enfield Team under the leadership of Dr. Venki, as the CEO has more than committed to augment required support to the marketing & sales team, in...
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...Madras plant continued production. In 1994, Enfield India was acquired by the large engineering group, Eicher, which has since made a number of improvements to the bike. However, despite these, its distinctive appearance remains unchanged and provides an opportunity to enjoy the privilege of riding a “classic” reproduction bike. History of Royal Enfield In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture bicycles. By 1899, Enfield were producing quadricycles [disambiguation needed] with De Dion engines and experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to the front downtube. In 1912, the Royal Enfield Model 180 sidecar combination was introduced with a 770 cc V-twin JAP engine which was raced successfully in the Isle of Man TT and at Brooklands. First World War (1911–1920) Inter-war years (1921–1939) Second World War (1939–1945) 1913 Enfield 425cc 1923 Royal Enfield 225cc 1941 Royal Enfield 250cc In 1911, prior to the outbreak of the First World War in 1914, Enfield added the word "Royal" to its name. In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfield four-stroke 350 cc single using a JAP engine. In 1928, Royal Enfield began using the bulbous 'saddle' tanks and centre-spring girder front forks, one of the first companies to do so. Second World War (1939–1945) During World War II, The Enfield Cycle Company was...
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...* 2 BRAND 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...
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...Mumbai, Sept. 29: Chennai-based Royal Enfield is working on a de-risk business strategy, which will see its share of global business double to 10 per cent of total volumes by 2015. “This is the best way going forward. At present, we only export five per cent of our output but plan to add more countries in the coming years,” Mr Shaji Koshy, Senior Vice-President (Sales & Marketing), told Business Line. As part of this objective, Royal Enfield will look at Latin America aggressively this year, which will supplement its rapidly growing presence in Europe and North America. The countries that have been identified as key growth centres include Uruguay, Ecuador, Argentina, Colombia and Peru. Nerve centre Mr Koshy added that Brazil was also on the cards during 2012-13 and indications are that this could be a critical nerve centre in the future given the sheer size of the country. In addition, plans are under way to open a warehouse in Vienna (Austria) shortly, which could pave the way for an entry into relatively smaller parts of Europe. Eastern Europe is also tipped to be on Royal Enfield's radar as part of the mid-term strategy. Asean entry According to Mr Koshy, the company will shortly begin making inroads into the Asean region where Thailand, Malaysia and the Philippines are top priority for the moment. New Caledonia, further south in the Asia-Pacific region, will follow as also Madagascar near Africa. “We will look at each and every potential part of the world...
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...SDM-Institute For Management Development, Mysore Marketing Management-1 Project on YAMAHA INDIA MOTORS Submitted to: Dr. H. Gayathri Submitted By: Group 12 Aditi Singh – 10004 Krishna Chandra – 10020 Rajiv N. – 10032 Srikiran C. Rai – 10048 1. INTRODUCTION BRIEF HISTORY OF THE INDIAN TWO-WHEELER INDUSTRY: In the 50s the two wheeler segment was largely dominated by Automobile Products of India (API) and Enfield. Later on towards the end of the 50s Bajaj Autos began importing Vespa scooters from the Italian company Piaggio. In the following decades, the automobile industry in India was mainly dominated by scooters with API and later Bajaj dominating the market. There were very few products and choices available as far as motorcycle is concerned and Enfield bullet and Rajdoot dominated the market. The 80s saw the entry of Japanese companies in the Indian market with the opening up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of market reform. The market was still predominantly scooter dominated and Bajaj and LML were the leading brands producing two-wheelers at that time. Scooter was viewed as a more family and utility friendly vehicle than motorcycle and hence was preferred. The Japanese companies not only collaborated with Indian companies to produce the already existing products but also brought in new technology as a result of which the ever conquering 100cc...
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...operating in that sector. It is also perfect tools for mangers and policy makers of motorbike industry,helping them to analyzing the factors which are affecting while driving their industry to different countries of the world. Throughout the last few year,the acronym PESTLE has been suffering a numbers of changes,but it seem to be the most important factor which is helpful for decision-makers of royal-Enfield to analysis the current situation of the that country where industry expands.There are six factors which are influencing PESTLE analysis. Political factors include areas such as taxation policy, law labor of law,transportation problems and stable political environment. Furthermore, governments have great influence proposal that limit number of motorcycles being sold in the country because Indian currency changes everyday with the comparison of UK pounds.The changes of currency means the changes of price of products and demand of product like royal Enfield are also changes which means recession are enter into the market so UK government take some steps to solved the this problem.Royal Enfield sales would affect by this issue.Furthermore UK consumers pay higher pre-tax prices for Motorbikes than anyone else in the Europe.Government is keen to attract foreign firms to invest in UK. Economical factors include economical stability,rate of interest,currency rate[market Recerch report{2013}] . These are factors which puts impacts on the operation of business and accrucul decisions...
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...A Cult Motorcycle From India Takes On the World The Royal Enfield Motors factory in Chennai, India. The brand sold nearly 175,000 motorcycles in 2013. By SAMANTH SUBRAMANIAN Published: January 3, 2014 NEW DELHI, India — The Royal Enfield Bullet, often described as the oldest continuously produced motorcycle in the world, is a cult product for enthusiasts who love it for its vintage feel as much as for the thrum of its engine. Muscular and pliant, the Bullet — an Indian-made avatar of an old British brand — has found renewed popularity over the last few years, as leisure motorcycling in India has blossomed. Its manufacturer, Royal Enfield Motors, sold almost 175,000 motorcycles —Bullets as well as three other brands — in 2013. The company is now looking to push harder into British and American markets, hoping to follow in the wake of other Indian motor vehicle manufacturers that have competed hard with overseas brands even as their peers in other industries have struggled. Royal Enfield’s newest model, a midsize “cafe racer” called the Continental GT, was introduced at an elaborate event in London in September. “It’s the first bike that we’ve developed keeping the world market in mind,” said Siddhartha Lal, who is credited with turning Royal Enfield around. Mr. Lal, age 40, is the chief executive of Eicher Motors, a manufacturer of buses, trucks and tractors that owns Royal Enfield. Uncommonly for an Indian executive, he sports sideburns and wears jeans and a...
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...them. I respect and thank MISS., for giving me an opportunity to do the project work of ROYAL ENFIELD and providing us all support and guidance which made me complete the project on time I owe my profound gratitude to our project guide MISS. PRABHNOOR, who took keen interest on our project work and guided us all along, till the completion of our project work by providing all the necessary information for developing a good system. I am thankful to and fortunate enough to get constant encouragement, support and guidance from all staffs of ROYAL ENFIELD which helped us in successfully completing our project work. INTRODUCTION Royal Enfield was the brand name under which the Enfield Cycle Company (founded 1893) manufactured motorcycles, bicycles, lawnmowers and stationary engines. The first Royal Enfield motorcycle was built in 1901; the original British concern was defunct by 1970. The Enfield Cycle Company is responsible for the design and original production of the Royal Enfield Bullet, the longest-lived motorcycle design in history. The Enfield Cycle Company began business as a weapons manufacturer, most famous for the Enfield rifle. This legacy is reflected in the company logo, a cannon, and their motto, "Made Like A Gun". In 1955, Enfield Cycle Company partnered with Madras Motors in India in forming Enfield of India, based in Chennai, and started assembling the 350cc Royal Enfield Bullet motorcycle in Madras. The first...
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... Saved Papers Home Page » Business and Management Royal Enfeild Pestel Analysis In: Business and Management Royal Enfeild Pestel Analysis A Cult Motorcycle From India Takes On the World The Royal Enfield Motors factory in Chennai, India. The brand sold nearly 175,000 motorcycles in 2013. By SAMANTH SUBRAMANIAN Published: January 3, 2014 NEW DELHI, India — The Royal Enfield Bullet, often described as the oldest continuously produced motorcycle in the world, is a cult product for enthusiasts who love it for its vintage feel as much as for the thrum of its engine. Muscular and pliant, the Bullet — an Indian-made avatar of an old British brand — has found renewed popularity over the last few years, as leisure motorcycling in India has blossomed. Its manufacturer, Royal Enfield Motors, sold almost 175,000 motorcycles —Bullets as well as three other brands — in 2013. The company is now looking to push harder into British and American markets, hoping to follow in the wake of other Indian motor vehicle manufacturers that have competed hard with overseas brands even as their peers in other industries have struggled. Royal Enfield’s newest model, a midsize “cafe racer” called the Continental GT, was introduced at an elaborate event in London in September. “It’s the first bike that we’ve developed keeping the world market in mind,” said Siddhartha Lal, who is credited with turning Royal Enfield around. Mr. Lal, age 40, is the chief executive of Eicher Motors...
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...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...
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... Eicher Engineering Components & Eicher Engineering Solutions Heavy Duty Breakthrough Medium Duty Engine Project 5 6 Royal Enfield Financials Investor Presentation 2 Eicher Motors Limited – Journey so far… India’s first tractor rolls out of Eicher factory in Faridabad Forms JV with AB Royal Enfield motorcycles acquired Enters HD trucks segment Volvo of Sweden; transfers CV business to the JV 1959 1984 JV with Mitsubishi Motors to make ‘Canter’ trucks 1991 1993 JV with Mitsubishi ended, enters MD bus segment 2002 2005 Divests tractor and allied businesses to focus on CV and motorcycle businesses 2008 Investor Presentation 3 Moving forward... 1 Eicher Motors Limited - Journey So far... 2 3 4 Eicher Motors Limited Overview India’s Economic Growth and Opportunities for Commercial Vehicles Volvo Eicher Commercial Vehicles Limited Eicher Trucks & Buses Volvo Trucks India Eicher Engineering Components & Eicher Engineering Solutions Heavy Duty Breakthrough Medium Duty Engine Project 5 6 Royal Enfield Financials Investor Presentation 4 Eicher Motors Limited Overview Retail Investors 11.8% Institutional Investors 24.6% Volvo A.B. 8.4% 55.2% Promoter Group 45.6% EML 54.4% Volvo Eicher Commercial Vehicles Investor Presentation Royal Enfield 5 Eicher Management Philosophy Break-through Market Business Model An evolved business model with 50+ years of...
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...A STUDY ON “CUSTOMER SATISFACTION TOWARDS ROYAL ENFIELD BIKES IN HSR SERVICES” IN BENGALURU. A Project Report is Submitted by GANESHA B USN: 1SI15MBA25 Under the Guidance of Internal Guide External Guide DR.V.V.Mani Asst.Professor PGDMS &RC , SIT Tumkur SIDDAGANGA INSTITUTE OF TECHNOLOGY TABLE OF CONTENTS SL. NO | PART A | PAGE NO | | Executive summary | | 1. | Industry Profile | | 2. | Company Profile | | 3. | Mc Kinsey`s 7`s framework | | 4. | SWOT Analysis | | SL.NO | PART B | PAGE NO | 1. | General introduction | | | * Statement of the problem | | | * Research design of the study | | | * Objectives of the study | | | * Scope of the study | | | * Methodology | | | * Limitations of the study | | 2. | Analysis ,interpretation of results, Findings & Suggestions | | 3. | Conclusions | | 4. | Annexure | | 5. | Bibliography | | PART-A 1. INDUSTRY PROFILE :- THE FIRST MOTARCYCLE...
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... Lately the focus is now shifting from easy mode of transportation to leisure and adventure rides. This is where the premium bikes set in. The sales of 200-500cc bikes have grown at the rate of 35% over the last three years in India. The slow economy and the high inflation during 2012-13 brought down the two wheeler sales to 3.9% compared to 14% growth in the year before. However there was a sudden surge in the sales of the high-powered bikes by about 10% compared to the previous year. Over 248,000 bikes in the 200-500cc category were sold in the last fiscal year. A key player in the 200-500cc bike segment is Royal Enfield of India ,Siddhartha Lal , MD of Eicher Motors which manufactures Royal Enfield, said in an interview that “the world is converging on mid-size motorcycles”, whose global market size he estimated to be at around 700,000. Royal Enfield accounted for 100,000 of these. Financial year 2005 2006 2007 2008 2009 2010 2011 Motorcycles 4,965 5,811 6,547 5,768 5,832 7,341 9,019 250cc 28 29 30 36 43 50 54 4 C Analysis Customer Demographic advantage : youth driven economy The biggest buyers are enthusiasts who consider biking as leisure activity. They include young entrepreneurs,...
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...he year 2000 could have been decisive. That was when the board of directors at Eicher Motors decided to either shut down or sell off Royal Enfield – the company’s Chennai-based motorcycle division, which manufactured the iconic Bullet motorbikes. For all its reputation, the sales of the bike was down to 2,000 units a month against the plant’s installed capacity of 6,000; losses had been mounting for years. Though the bikes had diehard followers, there were also frequent complaints about them – of engine seizures, snapping of the accelerator or clutch cables, electrical failures and oil leakages. Many found them too heavy, difficult to maintain, with the gear lever inconveniently positioned and a daunting kick-start. Just one person stood up to the board, insisting Royal Enfield should get another chance. He was Siddhartha Lal, a third generation member of the Delhi-based Lal family, promoters of the Eicher group of companies. Lal, then 26, was an unabashed Bullet fan: he even rode a redcoloured Bullet while leading the baraat (procession) to his wedding venue, instead of the traditional horse. “The board agreed to give me a chance,” says Lal. “It was not because of its confidence in me, but because the business was doing so badly it could hardly get any worse.” THE PROBLEM Despite the bikes’ fan following, the motorcycle division was bleeding THE WAY OUT Appealing to a wider base, making the products more reliable THE CHALLENGE Modernising the bikes without taking...
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...Ashvin Shetty, an automobile analyst with Ambit Capital, started tracking Eicher Motors four years ago when the stock was priced at Rs 1,300. It hit a new record of Rs 21,580 on July 3, two days after the company reported 48 per cent growth in the sales of its Royal Enfield motorcycles in June, and closed at Rs 20,367 on Tuesday. This growth is over 15-fold, way ahead of all other two-wheeler companies. During this period, the Hero MotoCorp stock grew 36 per cent, Bajaj Auto grew 79 per cent and TVS Motors 408 per cent. "Its volumes," Shetty says while explaining the phenomenal rise in the Eicher Motors stock, "have grown quickly in the last two to three years. The improved mileage and refinement have changed Royal Enfield from a bike for weekend leisure to everyday use. It has started appealing to buyers across age groups unlike earlier when someone in his 20s would not identify strongly with the brand." Above all, he says, it is the commitment of promoter Siddhartha Lal that has made Eicher Motors the favourite of investors. For Lal, the 41-year-old managing director and chief executive officer of Eicher Motors, May 15 was an extraordinary day. On that day the company became the second most valued company in the Indian two-wheeler space, overtaking the Munjal family-promoted Hero MotoCorp that enjoys a market cap of Rs 51,000 crore. Bajaj Auto remains the most valued two-wheeler maker at Rs 74,500 crore. At Rs 55,000 crore, analysts say Eicher Motors is 'fairly valued'...
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