Description
SWOT ANALYSIS OF ROYAL ENFIELD
Royal Enfield Parent Company Category Sector Tagline/ Slogan USP Madras Motors & Royal Enfield Motorcycles, Scooters Two-wheeler Handcrafted in Chennai; Trip Make bike like their motto “Made like a gun, goes like a bullet” STP Segment Target Group Positioning Middle-class people who want a bike that is stylish and powerful Middle class youth from the age bracket of 25-35 A powerful motorcycle for bike adventurers Product Portfolio Royal enfield bullet Royal enfield classic Brands Royal enfield thunderbird SWOT Analysis 1. Size and scale of parent company 2. Effective Advertising Capability 3. High emphasis on R and D 4. Established brand name in the cruiser market 5. Established market distribution channel 6. Exports motorcycles to 31 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other
Strength
countries 1. Weight of the motor cycle can be an issue for few customers. 2. Mileage of high cc bikes is an issue 1.Two-wheeler segment is one of the most growing industries 2.Export of bikes is limited i.e. untapped international markets 1. Strong competition from Indian as well as international brands 2. Dependence on government policies and rising fuel prices 3. Better public transport will affect two-wheeler sales Competition 1. Bajaj Auto 2. Hero Motor Corp (Hero Honda) 3.TVS 4.Suzuki 5. Harley Davidson 6. Yamaha 7. Ducati
Weakness
Opportunity
Threats
Competitors
doc_559513712.docx
SWOT ANALYSIS OF ROYAL ENFIELD
Royal Enfield Parent Company Category Sector Tagline/ Slogan USP Madras Motors & Royal Enfield Motorcycles, Scooters Two-wheeler Handcrafted in Chennai; Trip Make bike like their motto “Made like a gun, goes like a bullet” STP Segment Target Group Positioning Middle-class people who want a bike that is stylish and powerful Middle class youth from the age bracket of 25-35 A powerful motorcycle for bike adventurers Product Portfolio Royal enfield bullet Royal enfield classic Brands Royal enfield thunderbird SWOT Analysis 1. Size and scale of parent company 2. Effective Advertising Capability 3. High emphasis on R and D 4. Established brand name in the cruiser market 5. Established market distribution channel 6. Exports motorcycles to 31 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other
Strength
countries 1. Weight of the motor cycle can be an issue for few customers. 2. Mileage of high cc bikes is an issue 1.Two-wheeler segment is one of the most growing industries 2.Export of bikes is limited i.e. untapped international markets 1. Strong competition from Indian as well as international brands 2. Dependence on government policies and rising fuel prices 3. Better public transport will affect two-wheeler sales Competition 1. Bajaj Auto 2. Hero Motor Corp (Hero Honda) 3.TVS 4.Suzuki 5. Harley Davidson 6. Yamaha 7. Ducati
Weakness
Opportunity
Threats
Competitors
doc_559513712.docx