Flooding the Indian Motorcycle Market
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Details
Case Code:
BSTR026
Case Length:
8
Period:
Pub Date:
2002
Teaching Note:
NO
Price (Rs):
0
Organization:
Hero Honda Motors Ltd.
Industry:
Automotive
Country:
India
Themes:
Market Analysis,Consumer Behavior, Consumer Marketing
Abstract
The case explores reasons for the increased rush of motorcycle launches in the late 1990s in the Indian market. It discusses in detail, the growth of the two-wheeler market, the demand shift from scooters to motorcycles and the issue of sustainability of this high growth.
Learning Objectives
The case is structured to achieve the following Learning Objectives:
- Industry structure
- entry of MNCs in LDC markets
- product launches.
Keywords
motorcycle industry, launches, 1990, Indian market, two-wheeler, demand shift, scooters, motorcycles, sustainability, high growth