Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Version: 05.03.2008
Length: 32 pages
Data source: Published sources
Abstract
This case describes the launch of a low-cost motorised bicycle in Pakistan. The Khala, a 'powered bicycle' is to be produced in Langah Bicycle Company's own plant in Pakistan. Successfully handling the product requires a full understanding of the local environment in Pakistan (potential customer segments, competitive environment, government constraints) as well as an understanding of the economics of the project: (1) marketing and manufacturing costs; and (2) distribution.
About
Abstract
This case describes the launch of a low-cost motorised bicycle in Pakistan. The Khala, a 'powered bicycle' is to be produced in Langah Bicycle Company's own plant in Pakistan. Successfully handling the product requires a full understanding of the local environment in Pakistan (potential customer segments, competitive environment, government constraints) as well as an understanding of the economics of the project: (1) marketing and manufacturing costs; and (2) distribution.