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