COMPANY PROFILE

COMPANY PROFILE

George Townsend set up a business in 1851 in Redditch making sewing needles. In 1882 his son,

also named George, started making components for cycle manufacturers including saddles and

forks. By 1886 complete bicycles were being sold under the name of Townsend and also

Ecossaise. Albert Eddie joined the company and its name became the Eddie Manufacturing Co in

1896 based in Snow Hill, Birmingham.

Royal Enfield Quadricycle

In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture bicycles,

adopting the branding Royal Enfield. By 1899, Royal Enfield were producing a quadricycle – a

bicycle modified by adding a wrap-around four-wheeled frame, retaining a rear rider-saddle with

handlebars – having a front-mounted passenger seat, driven by a rear-mounted De Dion engine.

After experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to

the front down tube, Enfield built their first motorcycle in 1901 with a 239 cc engine.

A light car was introduced in 1903 powered by either a French Ader V-twin or De Dion single

cylinder engine. In 1906 car production was transferred to a new company, the Enfield Auto car

Co Ltd with premises in Spark brook, Birmingham. The independent company only lasted until

1908 when it was purchased by in 1907, Enfield merged with the all days & Onions Pneumatic

Engineering Co. of Birmingham, and began manufacturing the Enfield-All-day automobile. By

1910, Royal Enfield was using 344 cc Swiss Motosacoche V-Twin engines, or large-

displacement JAP and Vickers-Wolsey engines 1913 Enfield 425cc.

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In 1912, the Royal Enfield Model 180 sidecar combination was introduced with a 770 cc

V-twin JAP engine which was raced successfully in the Isle of Man TT and at Brook lands.

Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded

1909) manufactured motorcycles, bicycles, lawnmowers and statutory engines. The first Royal

Enfield motorcycle was built in 1901; the original British concern was defunct by 1970. The

Enfield Cycle Company is responsible for the design and original production of the Royal

Enfield Bullet, the longest-lived motorcycle design in history.

The Enfield Cycle Company began business making parts for the Enfield rifle. This legacy is

reflected in the company logo, a cannon, and their motto, "Made like a Gun".

First World War (1911–1921)

In 1914 Enfield supplied large numbers of motorcycles to the British War Department and also

won a motorcycle contract for the Imperial Russian Government. Enfield used its own

225 cc two-stroke single and 425 cc V-twin engines. They also produced an 8 hp motorcycle

sidecar model fitted with a Vickers machine gun.

INTER WAR YEARS (1921-1939)

In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfield four-stroke

350 cc single using a Prestwick Industries engine. In 1928, Royal Enfield began using the

bulbous 'saddle' tanks and centre-spring girder front forks, one of the first companies to do so.

Even though it was trading at a loss in the depression years of the 1930s, the company was able

to rely on reserves to keep going. In 1931, Albert Eddie, one of the founders of the company,

died and his partner R.W. Smith died soon afterwards in 1933.
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Second World War (1939–1945)

During World War II, The Enfield Cycle Company was called upon by the British authorities to

develop and manufacture military motorcycles. The models produced for the military were the

WD/C 350 cc side valve, WD/CO 350 cc OHV, WD/D 250 cc SV, WD/G 350 cc OHV and

WD/L 570 cc SV. One of the most well-known Enfield’s was the designed to be dropped by

parachute with airborne troops.

In order to establish a facility not vulnerable to the wartime bombing of the Midlands, an

underground factory was set up, starting in 1942, in a disused "Bath Stone" quarry at Westwood,

near Bradford-on-Avon, Wiltshire. Many staff was transferred from Redditch and an estate of

"prefabs" was built in Westwood to house them.

As well as motorcycle manufacture, it built other equipment for the war effort such as

mechanical "predictors" for anti-aircraft gunnery: the manufacture of such high precision

equipment was helped by the constant temperature underground. After the war the factory

continued, concentrating on engine manufacture and high precision machining. After production

of Royal Enfield motorcycles ceased, the precision engineering activities continued until the

final demise of the company.

ROYAL ENFIELD IN INDIA

In 1955, Enfield Cycle Company partnered with Madras Motors in India in forming Enfield of

India, based in Chennai, and started assembling the 350cc Royal Enfield Bullet motorcycle in

Madras. The first machines were assembled from components imported from England. Starting
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in 1957, Enfield of India acquired the machines necessary to build components in India, and by

1962 all components were made in India.

Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967. The

company's last new bicycle was the 'Revelation' smallwheeler, which was released in

1965. Production of motorcycles ceased in 1970 and the original Redditch, Worcestershire-based

Company was dissolved in 1971. Enfield of India continued producing the 'Bullet', and began

branding its motorcycles 'Royal Enfield' in 1999. A lawsuit over the use of 'Royal', brought by

trademark owner David Holder, was judged in favor of Enfield of India, who now produces

motorcycles under the Royal Enfield name.

Royal Enfield is an Indian motorcycle manufacturing company with factories in Chennai, India.

Originally a British motorcycle company, Royal Enfield and indigenous Madras Motors, it is

now a subsidiary of Eit HYPERLINK "https://en.wikipedia.org/wiki/Eicher_Motors"her Motors

Limited,an Indian automaker. The company makes the Royal Enfield Bullet andother single-

cylinder motorcycles established in 1893, Royal Enfield is among the oldest motorcycle

companies.

The Indian government looked for a SUITABLE & CHART motorcycle for its police and army,

for patrolling the country's border. The Royal Enfield Bullet was chosen as the most

SUITABLE& CHART bike for the job. The Indian government ordered 800 350 cc model

Bullets. In 1955, the Red ditch company partnered with Madras Motors in India to form 'Enfield

India' to assemble, under license, the 350 cc Royal Enfield Bullet motorcycle in Madras (now

called Chennai). The tooling was sold to Enfield India so that they could manufacture

components. By 1962, all components were made in India. The Indian Enfield uses the 1960
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engine (with metric bearing sizes)Royal Enfield still makes an essentially similar bike in the

350 cc and 500 cc models, along with several different models for different market segments

Royal Enfield was a brand of the Enfield Cycle Company, a British manufacturing firm. It

started in India for the Indian Army 350 cc bikes were imported in kits from the UK and

assembled in Chennai. After a few years, the company started producing the 500 cc Bullet.

In 1990, Royal Enfield collaborated with the Eicher Group, an automotive company in India, and

merged with it in 1994. Apart from bikes, Eicher Group is involved in the production and sales

of tractors, commercial vehicles, and automotive gears. Although Royal Enfield experienced

difficulties in the 1990s, and ceased motorcycle production at their Jaipur factory in 2002, by

2013 the company opened a new primary factory in the Chennai suburb of Oragadam on the

strength of increased demand for its motorcycles. The original factory at Tiruvottiyur became

secondary, and continues to produce engines and some motorcycle models. In 2014 Royal

Enfield appointed Pierre Terblanche as the head of new product design.

In January 2015, the company announced the appointment of Rudratej ‘Rudy’ Singh as President

of Royal Enfield. Singh was previously a Vice President of Unilever in Singapore. Royal Enfield

announced its first takeover of another company in May, 2015 with the purchase of a UK

motorcycle design and manufacturing firm, Harris Performance Products that had previously

developed the chassis of the Royal Enfield Continental GT Cafe Racer.

Royal Enfield currently sells motorcycles in more than 50 countries. Royal Enfield surpassed

Harley-Davidson in global sales in 2015, and received an acknowledgment from US

President Barack Obama as the guest of honor at the 2015 Delhi Republic Day parade. "I saw the

Republic Day daredevils on Royal Enfield motorcycles," Obama said, adding that "the secret

service doesn't let me ride motorcycles, especially not on my head." He again acknowledged
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the Border Security Force riders later in the day, saying "I would, by the way, not drive a

motorcycle after watching those incredible acrobats."

In August 2015, Royal Enfield Motors announced it is establishing its North American

headquarters and a dealership in Milwaukee, Wisconsin, with the intention to offer three bikes,

the Bullet 500, Classic 500 and Continental GT 535 Cafe Racer as they feel this engine size

represents an underserved market. The dealership will be Royal Enfield's first company-owned

store in the U.S., according to Rod Copes, president of Royal Enfield North America. The

company wants to establish about 100 dealerships in American cities starting with Milwaukee.

Common problems faced by people using Royal Enfield bikes

1. Common problems - Some bullets are essentially based on simple mechanical principals;

therefore they have not evolved much. These may (or may not) require frequent visits to

mechanic for common niggling problems.

There are some universal problems in all bullets e.g. engines oil/gear box oil leaks, common

electrical problems malfunctions in turning indicators/console problems, frequent wear and tear

of break shoe to name a few.

2. Ride Quality - These vibrate a lot, especially on increased speed.

3.User friendliness - The bikes weigh heavy; therefore it may or may not be always easy to ride

in busy narrow streets.

4. Mileage - Although when one is buying a Royal Enfield, he should not think about saving on

fuel. As per the bike riders, a good 125 cc engine will consume 1 liter of petrol per 60-70 km.

But a best 350 cc bullet engines will go 35 to 45 kms in a liter.

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5. Service issues - Mechanics handling a Royal Enfield would be specialists, and they are very

few compared to the mechanics of all other bikes.

Additionally, the spare parts like break liner etc. are slightly more expensive, making them

machines with higher maintenance cost.

IDENTIFIED PROBLEM:

Royal Enfield is a company which started its business in 1948 with its product such as bullet and

has been prestigious brand and lived up to its name like a royal till date. Royal Enfield has done

quite well all over the world but it has done marvelous business in South India, especially in the

city of HYDERABAD. As the competition from several 100cc two-wheelers is rising, it is very

interesting to know whether the current customers of Royal Enfield Bullet are happy with the

brand and their opinion about various attributes of Royal Enfield Bullet and their satisfaction.

CONSUMER BEHAVIOUR ON ROYAL ENFIELD

In the 1940s and 50s, marketing was dominated by the so-called classical schools of thought

which were highly descriptive and relied heavily on case study approaches with only occasional

use of interview methods. At the end of the 1950s, two important reports criticized marketing for

its lack of methodological rigor, especially the failure to adopt mathematically-oriented

behavioral science research methods. The stage was set for marketing to become more inter-

disciplinary by adopting a consumer-behaviorists perspective.

From the 1950s, marketing began to shift is reliance away from economics and towards other

disciplines, notably the behavioural sciences, including sociology, anthropology and clinical

psychology. This resulted in a new emphasis on the customer as a unit of analysis. As a result,
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new substantive knowledge was added to the marketing discipline - including such ideas as

opinion leadership, reference groups and brand loyalty. Market segmentation, especially

demographic segmentation based on socioeconomic status (SES) index and household life-cycle,

also became fashionable. With the addition of consumer behavior, the marketing discipline

exhibited increasing scientific sophistication with respect to theory development and testing

procedures.

In its early years, consumer behavior was heavily influenced by motivation research, which had

increased the understanding of customers, and had been used extensively by consultants in the

advertising industry and also within the discipline of psychology in the 1920s, '30s and '40s. By

the 1950s, marketing began to adopt techniques used by motivation researchers including depth

interviews, projective techniques, thematic apperception tests and a range of qualitative and

quantitative research methods. More recently, scholars have added a new set of tools including:

ethnography, photo-elicitation techniques and phenomenological interviewing. Today, consumer

behaviour (or CB as it is affectionately known) is regarded as an important sub-discipline within

marketing and is included as a unit of study in almost all undergraduate marketing programs.

Have to determine the levels of satisfaction among its customers, than some other measure

(Turel et al. 2006).Customer\’s consideration is in like manner fundamental.

Purchase decision

This is the fourth stage, where the purchase takes place. According to Kotler, Keller, Koshy and

Jha (2009), the final purchase decision can be disrupted by two factors: negative feedback from

other customers and the level of motivation to comply or accept the feedback. For example, after

going through the above three stages, a customer chooses to buy a Nikon D80 DSLR camera.
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However, because his good friend, who is also a photographer, gives him negative feedback, he

will then be bound to change his preference. Secondly, the decision may be disrupted due to

unanticipated situations such as a sudden job loss or the closing of a retail store.

Post-purchase behavior

These stages are critical to retain customers. In short, customers compare products with their

expectations and are either satisfied or dissatisfied. This can then greatly affect the decision

process for a similar purchase from the same company in the future, mainly at the information

search stage and evaluation of alternatives stage. If customers are satisfied, this result in brand

loyalty, and the information search and evaluation of alternative stages are often fast-tracked or

skipped completely. As a result, brand loyalty is the ultimate aim of many companies.

On the basis of either being satisfied or dissatisfied, a customer will spread either positive or

negative feedback about the product. At this stage, companies should carefully create positive

post-purchase communication to engage the customers.

Also, cognitive dissonance (consumer confusion in marketing terms) is common at this stage;

customers often go through the feelings of post-purchase psychological tension or anxiety.

Questions include: "Have I made the right decision?", "Is it a good choice?”etc.