Flooding the Indian Motorcycle Market

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR026 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Business Environment
Case Length : 10 Pages
Period : 1990s-2002
Pub. Date : 2002
Teaching Note : Available
Organization : Hero Honda, TVS
Industry : Automobile & Automotive
Countries : India


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.


Structure of Indian two-wheeler industry, entry of M N Cs in the Motorcycle segment, spate of launches in the Motorcycles market


  Page No.
A Spree of Launches 1
Background Note 2
The Motorcycle Story 4
The Future 5
Exhibits 7


Rush of motorcycle, launches, 1990, Indian market, two-wheeler, demand shift, scooters, motorcycles, sustainability, high growth

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