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The case has been w ritten from secondary data available in public domain and its academic interpretation by the authors. The survey was sponsored by Indian Institute of Management, Bangalore, India. The case does not illustrate right or wrong handling with regard to any brand . It is purely written for academic purposes. The incorporated survey do!,s not have a fo cus towards any brand's strategies.
No Of Units
3,468 ,99 1 3,574,356 4,306 ,057 5,054, 142 5,629,663 6 ,575,584
04-05
1,602,565
1, 16 7,515 55 1,84 7
Honda
Motorcycl e &
Scooters
Yamaha
M Oto rs
Royal En fie ld
Motors
Tota l
Source: SIAM
521
em ergence of upwardly mobile youngsters who like to associate themselves with motorcycle brands to reflect their lifestyles in urban markets are some of the reasons for the increasing demand for this ty pe of two wheelers' The rural market too, has a traditional orientation towa rds two wheelers not only as a mode of personal transport but also as a mode of transport for a small family. Besides, it also serves as a means to transport goods for the small vendor a nd shows promising signs of growth potentiaL Going by the behaviour of rural consumers in severa l conspicuous categories, the yo ungsters in these markets are likely to have their counterparts in urban markets as role models in the two-wheeler ca tegory. The expected rise in household income, easy availability of consumer finance, growing replacement demand, frequent introduction of newer trendy models by players ana the growing aggressiveness by key players are the factors aiding the growth of the two-wheeler market. This will drive the overall two-wheeler sales g rowth by around 12.7 per cent to 11 .9 million units by 2009- '10. Tables 1-7-provid e an overvi.;w-about the various aspects of the motorcycl e market in India.
2003-'04
1,787,0 14 2,383 ,432 4, 170,446
2004-'05
1,985 ,777 2,978,665 4,964,442
2009-' 10 (P)
2,951 ,645 6,526,354 9,478,000
CAGR (%)
8.2 1 7.0 13.8
Total