Subject category:
Marketing
Originally published in:
2019
Length: 14 pages
Data source: Published sources
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Abstract
Bicycle has been a preferred mode of travel to work for an Indian rural household. The bumpy rural roads, the social economic status of rural consumers, increasing number of diabetic patients, high traffic and pollution on roads, rise in cycling interest among consumers and government initiatives of bicycle distribution to school children only seems to better cycle sales for any company in India. But the business reality seemed quite different for Roadster (an everyday use sturdy, gearless utility bicycle from Hero Cycles Company) that has been facing stagnant growth, though the company is the largest and the 'Best Cycle Brand.' Increased domestic and foreign competition only seems to tighten with Chinese and foreign players entering Indian markets in full steam. Pankaj Munjal (The Chairman and Managing Director, Hero Cycles) has been considering over various options for boosting sales, one of which is his team’s proposal of reducing the price of the existing Roadster model, thus enabling the company to enter rural markets or launching innovated version of the Roadster that is cheaper than all available options in the market. The case gives the students an opportunity to discuss and debate on this predicament of the CMD in the context of the Indian bicycle market.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.
Subject category:
Marketing
Originally published in:
2019
Version: 3-Apr-2019
Length: 11 pages
Data source: Published sources
About
Abstract
Bicycle has been a preferred mode of travel to work for an Indian rural household. The bumpy rural roads, the social economic status of rural consumers, increasing number of diabetic patients, high traffic and pollution on roads, rise in cycling interest among consumers and government initiatives of bicycle distribution to school children only seems to better cycle sales for any company in India. But the business reality seemed quite different for Roadster (an everyday use sturdy, gearless utility bicycle from Hero Cycles Company) that has been facing stagnant growth, though the company is the largest and the 'Best Cycle Brand.' Increased domestic and foreign competition only seems to tighten with Chinese and foreign players entering Indian markets in full steam. Pankaj Munjal (The Chairman and Managing Director, Hero Cycles) has been considering over various options for boosting sales, one of which is his team’s proposal of reducing the price of the existing Roadster model, thus enabling the company to enter rural markets or launching innovated version of the Roadster that is cheaper than all available options in the market. The case gives the students an opportunity to discuss and debate on this predicament of the CMD in the context of the Indian bicycle market.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Related
Subject category:
Marketing
Originally published in:
2019
Version: 3-Apr-2019
Length: 11 pages
Data source: Published sources