Industry

Motorcycle, Lawnmowers

Successor(s)

Royal Enfield (India)

Founded

1893, as Enfield Manufacturing Co. Ltd.

 Headquarters

Redditch, Worcestershire, England

Key

people Founders Albert Eadie and Robert Walker Smith

Products

Royal Enfield Clipper, Crusader, Bullet, Interceptor, WD/RE, Super Meteor.

 In

1955 Enfield of India started assembling Bullet motorcycles.

was mainly used for patrolling by police and army complete production of Royal Enfield started in 1962 in Chennai

It

The

Previous models

Recent models

List of vehicles manufactured by Royal Enfield, India

Thunderbird (350 cc)
Classic (350 & 500 cc) Bullet Sixty-5 Lightning 500cc Bullet Electra-X (500 cc) Standard Bullet 350cc Bullet Machismo 350/500

Product Campaigns There is a world outside the comfort of the protected nest that mommy and daddy built. And when this world comes calling, young people all over the world go running to see it first-hand. But few young people in India actually get out there and experience that feeling of being on their own. Our job as manufacturers of liesure motorcycles and as people with a healthy sense of adventure is to encourage this young bunch to go out there and get a taste for the unknown.

Royal Enfield has set up a wide network of 11 Brand Stores, 180 dealers in all major cities and towns, and over 100 Authorised Service Centers.
The Company also exports motorcycles to 31 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other countries through 25 importers and over 200 dealers across the globe.

 The

company recently opened outlet in Chennai which is targeted at the upwardly mobile young customers (such as IT professionals) The shop floor looks like a road, which is meant to make customers feel as if they are actually driving the bike on the roads. company's new showroom in Chandigarh gives a semi-urban feel and is targeted at farmers, and sons and daughters of defence personnel

Economic Political Demographic Cultural Technology

o

Company

Supplier
Intermediary Customer

Competitor
Public

Political:

Tax policy, and trade and tariff controls govt. impose heavy taxes on premium products as a result there is always a hike in a prices of a premium class product .
DEMOGRAPHIC: Age, Gender,

Technology: Royal Enfield was also amongst the first Indian companies to introduce Enterprise Resource Planning (ERP) systems to manage its operations. It also has an online supply chain management system in operation.

Economic:
Levels

of disposable income and income distribution depreciation

Rupee

 Competitors:

Royal Enfield is facing competition from Hero, Yamaha, Bajaj

Royal Enfield has 11 Brand

Intermediaries:

Stores, 180 dealers in all major cities and towns and over 200 dealers across the globe.

Supplier: Inder Auto industries, vintage auto world etc.

By Justin& Jogen