GROUP NO.

3
COMPANY NAME: ROYAL ENFIELD
GROUP MEMBERS:
AKSHAY KANOJIYA (27)
SHAKTI GONEWAR (19)
SAMKIT SETHIA (47)
HITANSH MOMAYA (34)
MALVIKA YADAV (60)
AKSHAY SRIVASTAVA (55)
 STRATEGY ANALYSIS

Mission:
Our mission is to build and maintain a fleet of Royal Enfield's and its variants for our clients who
are looking for hassle-free rentals for their road trips.

Vision:
To be recognized as the industry leader driving modernization in biking in India and the
developing world.

Core Value:
We are a bunch of adventure travelers ourselves and we understand the joys of bike
expeditions. We believe in providing the best-in-class services for our clients who are looking to
explore destinations in India via Royal Enfield’s.

Objective:
The company's aim is to become a global leader in the mid-sized motorcycle segment and
expand its business.

Products and services:

We render services that help motorcycle enthusiasts, adventure holiday travelers and
destination explorers to travel and explore locations via the road medium. We offer different
variants of Royal Enfield for rent, to accompany you on your journey.

Competitive Advantage:
We provide showroom condition Royal Enfield’s which are available for customers to rent for
short trips, weekend getaways or longer road expeditions. We also plan customized trips to
meet your specific needs.
Our services are for those who want to discover and explore. Our customers are people who
look to challenge themselves- doing things they might have not done in the past, who seek
travel experiences that are out of the ordinary, who want to experience and explore places and
not just visit it. The sporty, adventurous explorer who constantly seeks challenges is our kind of
traveler- one who connects with us and our brand.
Strategy:
Royal Enfield 2.0 strategy is one ray of hope for the falling empire of the uncrowned retro-
modern brand. The change in preferences, along with mandatory ABS and other features on the
motorcycles resulted in the overall cost increase. Royal Enfield charged somewhere between
INR 6,000-14,000 for the dual channel ABS and offered single-channel ABS on two of their
models under the Bullet lineup. Now, as the cost of bikes will rise with the introduction of BS6-
compliant engines, the brand has many other things to consider before producing the next-gen
motorcycles.
In other words, cost-cutting is the highest priority of the present time, that too with a focus on
improving the decade-old limitations of their bikes.

Competitors ROCE%:
YEAR BAJAJ HERO TVS ROYAL ENFIELD
2015 39.52 51.93 19.85 38.93
2016 48.18 73.09 62.26 68.79
2017 29.87 43.50 20.74 41.18
2018 27.80 43.23 15.41 39.88
2019 26.97 37.83 15.39 33.45
Bibliography:
https://www.enfieldriders.com/enfield-riders-tour-india

https://www.royalenfield.com/

https://www.mbaskool.com/brandguide/automobiles/1308-royal-enfield.html

https://amity.edu/UserFiles/aibs/240b9.pdf

https://www.slideshare.net/arnabbagchi29/company-fact-presentation-of-royalenfiled

https://www.slideshare.net/vishal2394/vishal-agarwal-royal-enfield-marketing

https://www.cram.com/essay/Pest-Analysis-of-Royal-Enfilde/F3JQH8RK5C

https://simconblog.wordpress.com/2017/01/11/brand-analysis-royal-enfield/

https://news.maxabout.com/bikes/royal-enfield/royal-enfield-2-strategy-new-motorcycles/

https://www.moneycontrol.com/financials/bajajauto/financial-graphs/return-on-capital-
employed/BA10?classic=true

https://www.moneycontrol.com/financials/heromotocorp/financial-graphs/return-on-capital-
employed/HHM

https://www.moneycontrol.com/financials/tvsmotorcompany/financial-graphs/return-on-capital-
employed/TVS?classic=true

https://www.moneycontrol.com/financials/eichermotors/financial-graphs/return-on-capital-
employed/EM?classic=true