4 C Analysis Premium Bikes

In: Business and Management

Submitted By weedie
Words 646
Pages 3
Introduction
India is the second largest producer of two-wheelers in the world [IMaCS report, Automative-Two-Wheelers].Two wheelers are the most prominent mode of transportation in India with a current market share of 77%. In 2012-13, India overtook China as the world’s largest market for two-wheelers. In the two wheeler category, motorbikes cover a major segment of the market. They are preferred mostly because of their ease of commutation, manageable size, lower price and lower maintenance cost . Growing young population coupled with improving income levels in both urban and rural areas continue to fuel the two wheeler growth.

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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