Subject category:
Strategy and General Management
Originally published in:
2018
Length: 18 pages
Data source: Published sources
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Abstract
This case recounts the journey of Eicher Motors Limited’s (EML) Royal Enfield (RE) division over a period of two decades and identifies how an old and iconic product line was revamped. However, more than the revival, the issue this case underscores is about business sustainability - volume, operational efficiency, and profitability growth may not be sufficient indicators for long-term future of RE. The case depicts the leadership's predicament about global expansion opportunities, failed acquisition bids and challenges in positioning the brand as a marquee brand.
Subject category:
Strategy and General Management
Originally published in:
2018
Length: 9 pages
Data source: Published sources
About
Abstract
This case recounts the journey of Eicher Motors Limited’s (EML) Royal Enfield (RE) division over a period of two decades and identifies how an old and iconic product line was revamped. However, more than the revival, the issue this case underscores is about business sustainability - volume, operational efficiency, and profitability growth may not be sufficient indicators for long-term future of RE. The case depicts the leadership's predicament about global expansion opportunities, failed acquisition bids and challenges in positioning the brand as a marquee brand.
Related
Subject category:
Strategy and General Management
Originally published in:
2018
Length: 9 pages
Data source: Published sources