Abstract

HMSI, known for its premium and executive segment of motorcycles and scooters in India, made an entry into the economy segment of motorcycles with the Dream Yuga. It believed that by entering the economy segment, it would improve its sales. The case touches on the economy segment motorcycles and the way HMSI is competing in the economy segment in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Discuss the rationale for the entry of HMSI into the economy segment in the Indian motorcycle market.
• Understand the entry of Dream Yuga into the rural market.

Keywords

Honda, Dream Yuga, Two wheeler, Economy Segment, Mass Marketing, Rural market, Executive /Premium segment, CB Twister