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MINI PROJECT REPORT

ON

ROYAL ENFIELD CLASSIC 350

Submitted by

SOORAJ SUKUMARAN

ROLL No:32

S2 MBA

CET

DEPARTMENT OF BUSINESS ADMINISTRATION

COLLEGE OF ENGINEERING

TRIVANDRUM

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INDEX

1. INTRODUCTION 3

2. ROYAL ENFIELD MOTORS 4

3. ROYAL ENFIELD CLASSIC 350 5

4. HISTORY 7

5. COMPANY PROFILE 9

6. ROYAL ENFIELD'S BIG PLAN 13

7. DIFFERENT MODELS 13

8. COMPETITORS 18

9. SWOT ANALYSIS 21

10. QUESTIONNAIRE ROYAL ENFIELD CLASSIC 350 22

11. BIBLIOGRAPHY 24

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INTRODUCTION

Indian Two-Wheeler Industry

The Indian two-wheeler industry has come long way since its humble beginning in1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Sincethen, the customer preferences have changed in favour of motorcycles and gearlessscooterettes that score higher on technology, fuel economy and aesthetic appeal, atthe expense of metal-bodied geared scooters and mopeds. These changes incustomer preferences have had an impact on fortunes of the players. The erstwhileleaders have either perished or have significantly lost market share, whereas newleaders have emerged.

Rising income levels, reducing excise duties, higher loan tenure and loan -to-valueoffered by the financing companies have all fuelled the growth of two -wheeler salesin the country. Besides, mounting traffic chaos and limited parking space has also

increased the demand for two-wheelers from households that can afford or actuallydo own a car. Furthermore, with increasing women working population, changingsocial philosophy and broad-mindedness, the penetration of two -wheelers that iscurrently at abysmally low level is expected to increase significantly going forward.

CARE Research has developed a statistical model that attempts to forecast thedomestic two wheeler sales on the basis of ownership cost and the target populationthat includes young populace that can afford but do not own a two wheeler. Otherqualitative factors like macro-economic outlook, consumer confidence, willingness ofvehicle financers to finance TWs, etc. have a lso been quantitatively built in demandforecasting model.

CARE Research foresees the growth of two-wheeler sales to be healthy during the

period FY09-14, albeit with some short-term hiccups. According to CARE Research,rural India would drive the growth, whereas the opportunity in urban India, especiallybigger cities, is limited.

Abundant and low cost labour coupled with local availability of raw materials likesteel, aluminium and natural rubber has placed India amongst the low cost producingcentres of two-wheelers. Consequently, CARE Research anticipates buoyant growthin two-wheeler exports as well.

Given the currently subdued macro-economic scenario and weak consumerconfidence levels as well as cautious stance of the two-wheeler financers, CAREResearch expects domestic sales growth to remain muted in the medium term.However, lower penetration and rising income levels makes the longer term outlook

healthy. Abundance of low cost labour and raw material gives India an upper hand inthe export market. The report on Indian Two-wheeler industry forecasts domesticsales as well as exports of two-wheelers for the next five years till FY14.

The report is divided into four sections. Section I gives the overview of the Indiantwo-wheeler industry. Section II provides a detailed outlook on the industry. SectionIII provides an overview of the top 3 players in the industry, while Section IV containsvarious data tables as an Annexure to the report.

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I. Industry Section This section begins with providing an introduction to the industry including theindustry evolution and the types of vehicles sold.The characteristics of the industry and the demand drivers are discussed at length. Italso covers the duty structure of the industry.Detailed analysis of historical t rends for each vehicle segment (namely, motorcycles,

scooters, mopeds and electric two-wheelers) and sub-segment (based on enginecapacity) is also presented in this section for both domestic as well as export market.This section also discusses about the players and competition in the industry, theirrespective products/brands and how each of the players fared in the industry.Cost analysis of the industry is also provided by discussing the key cost items andtrends thereof, the trends in the prices of key raw materials and the trends in theoperating margins of the industry for the last three years.

II. Outlook SectionThis section exclusively provides the outlook on the industry.The forecasts of domestic two-wheeler sales for each vehicle segment for each ofthe next five years till FY 2013-14 are provided in this section. This helps in

identifying the opportunity for a particular vehicle segment. The methodology toforecast domestic sales is also discussed in depth in this section as a box item.The forecasts of two-wheeler exports for each vehicle segment for each of the nextfive years till FY 2013-14 are also the part of this section. Segmental forecasts helpsegregate winners from losers.Opportunity in the domestic market is also provided on the basi s of broader regionalclassification. Besides, the two-wheeler penetration for select cities is also providedalong with the per capita income of the city. This data and analysis could help thevested parties to act accordingly.Medium term outlook on profitability is also provided in this section.

III. Company Section

This section provides the in-depth profiles of the top three companies, namely Hero

Honda, Bajaj Auto and TVS Motors.General information like the year of incorporation, promoter group, insta lledcapacities and production, subsidiaries and joint -ventures is provided in addition tofinancial information and stock prices for each company.The company section also provides the product profile and product range for eachcompany. Besides, it summarises the recent corporate actions, strengths andweakness of each company.

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Royal Enfield MotorsThe new age biking concept was ushered into the country with the advent of firstbatch of Enfield bikes which were manufactured indigenously, since then these bikeshave become as much a part of the Sergeant stable of Kolkata to the businessminded milkman in Uttar Pradesh. However it's only the beginning of the contrast,

these bikes are also a prized possession of the rebellious college student in any partof the country. The bikes are a part of the domain of the hardcore bike enthusiastwho wants to stretch the limits of biking.

The company also has the distinction of being the first motorcycle manufacturer inthe country; it is often referred to as the Harley Davidson of India.

Bullet came to India in the year 1949, a couple of years after the Indianindependence with the 350 cc machine when Madras Motor Company won an orderfrom the Indian Army to supply these motorcycles to them. Initially the bikes wereonly assembled in the country but in the due course of time the entire bike wasindigenously manufactured. However the design of the bike was to remain unalteredfor the next thirty years. In a years time several other models were also introduced in

the market.

Enfield motors was also responsible for introducing an entry level bike for the Indianmarket in the form of the 173 ccs Villiers in 1973. It was an instant hit among thepeople who wanted to own these two wheelers but were apprehensive about itsweight and size.

The 200 cc mini Bullet was launched in the same year keeping the youth in mind. Ithas to be kept in mind that till today very few motorcycle companies has been able tointroduce a 200cc bike for the youth.

However to counter the competition from the light two wheelers from Japan, Enfieldintroduced lighter two wheelers like the Silver Plus Explorer. This became quite

popular among office going people and women who found the step through designand light weight of these two -wheelers easier and convenient to handle.

Royal Enfield was the name under which the Enfield Cycle Company (a division ofthe British arms-making company Royal Small Arms Factory in Enfield Lock), mademotorcycles, bicycles, lawnmowers and stationary engines. This legacy of weaponsmanufacture is reflected in the logo, a cannon, and their motto "Made like a gun,goes like a bullet". Use of the brand name Royal Enfield was licensed by the Crownin 1890. The original Redditch, Worcestershire based company was sold to E. & H.P. Smith in 1963 and then to Norton-Triumph-Villiers (NVT). Production ceased in

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1970 and the company was dissolved in 1971 In 1955 Enfield of India startedassembling Bullet motorcycles under licence from UK components, and by 1962weremanufacturing complete bikes. Enfield of India bought the rights to use the RoyalEnfield name in 1995. Royal Enfield produc tion, based in Chennai, continues andRoyal Enfield is now the oldest motorcycle brand in the world still in production withthe Bullet model enjoying the longest motorcycle production run of all time

.

ROYAL ENFIELD CLASSIC 350

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The new Royal Enfield Classic 350, which was launched along with its elder sibling,

Classic 500, is a scaled down version. The motorcycle in 350 version is available in

India in view of the Indian bullet loyalists who would find the 500 model expensive.

The motorcycle inherits most of the features of the higher model except for the

difference in the power and performance and the defining look intrinsicall y

possessed by each other. The Classic 350 model will give a new passion to theaverage bullet enthusiasts fulfilling their desire with all the satisfying features of the

bike. It is without any doubt that the motorcycle will share a good pie in the market

with the fresh demand from the bullet-hungry fans.

Engine

Royal Enfield Bullet Classic 350 runs on the 346cc engine derived from the

Thunderbird Twinspark which spouts a maximum power of 19.8bhp at 5250 rpm with

the maximum torque of 28Nm. Like the Enfie ld 500, it employs 5-speed gearbox and

the UCE (Unit Construction Engine).

Design And ComfortThe new version of Bullet Classic 350 is no less than its elder brother in terms oflook and it also comes with oodles of enticing features such as old style roun dheadlamp, traditional front number plate, visible steel springs, deep -drawn fenders ofthe rear tire, new 18" spoke wheels, fuel tank with post war graphics, thigh pads andsingle saddle seat with springs, 7 inch twin leading -shoe front brake, Pagani turnsignals, sealed beam head lamp and body colored frame. These features reallyhighlight the true macho character of the motorcycle and they are good enough togratify the desire of the bulleteers.

Ride And Handling

Royal Enfield Company claims that the bullet classic have a top speed of 100KM/hrand it offers a mileage of around 35 -40 kms per litre. Similar to the Classic 500, italso features both E-start and kick start which is a welcome feature as comparedwith otherbikes of the day. The hydraulic front disc brake is up to the mark andoperates well in all conditions. The front telescopic hydraulic set up and the gasshock absorbers effectively combat the shocks and bumps lending a verycomfortable ride.

Variants, Price And ColorRoyal Enfield Classic 350 is available in the shades of Red, Black & Silver and it ispriced at Rs. 98,800 in the Delhi ex -showroom and the on road is in the range of Rs.1,10,000.

Technical Specifications of Royal Enfield Classic 350

Engine

Type Single Cylinder, 4 Stroke, OHV, SI

Displacement 346 cc

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Max. Power19.8 bhp@5250 rpm

Max. Torque 28Nm @ 4000 rpm

Suspension

Front Suspension Telescopic, Hydraulic Damping, Stroke 130mm

Rear Suspension Swing Arm with Gas Shock Absorbers, Stroke 80mm

Brake

Front Hydraulic 280mm Disc Brake

Rear Foot Operated 153mm Single Lead, Internal Expanding

Tyre

Front Tyre 3.25-19

Rear Tyre 110/90-18

Dimensions

Wheelbase 182 kg

Kerb Weight 1370 mm

Electricals

Battery 12V, 14AH

Head Lamp 12V,60W/55W Halogen

Fuel TankCapacity

Fuel Capacity 13.5 ltrs

History

In 1893, the Enfield Manufacturing Company Ltd was registered to manufacturebicycles. By 1899, Enfield were producing quadricycles with De Dion engines andexperimenting with a heavy bicycle frame fitted with a Minerva engine clamped to thefront downtube.

In 1911, prior to the outbreak of the First World War in 1914, the company addedRoyal word with its name and became royal enfield. Royal Enfield supplied largenumbers of motorcycles to the British War Department and also won a motorcyclecontract for the Imperial Russian Government. Enfield used its own 225 cc two-stroke single and 425 cc V-twin engines. They also produced an 8hp motorcyclesidecar model fitted with a Vickers machine gun.

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In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfieldfour-stroke 350 cc single using a JAP engine. In 1928, Royal Enfield began using thebulbous 'saddle' tanks and centre-spring girder front forks, one of the first companiesto do so. Even though it was trading at a loss in th e depression years of the 1930s,the company was able to rely on reserves to keep going. In 1931, Albert Eddie, oneof the founders of the company, died and his partner R.W. Smith died soon

afterwards in 1933.Second World War (19391945)

During World War II, The Enfield Cycle Company was called upon by the Britishauthorities to develop and manufacture military motorcycles. The models producedfor the military were the WD/C 350 cc sidevalve, WD/CO 350 cc OHV, WD/D 250 ccSV, WD/G 350 cc OHV and WD/L 570 cc SV. One of the most well-known Enfieldswas the Royal Enfield WD/RE, known as the Flying Flea, a lightweight 125 ccmotorcycle designed to be dropped by parachute with airborne troops.

Royal Enfield Crusader

In the late 1950s and early 1960s, Royal Enfield produced a number of 250 cc

machines. The biggest-selling of these was the Royal Enfield Crusader, a 248 ccpushrod OHV single producing 18 bhp (13 kW). In 1965, a 21 bhp (16 kW) variantcalled the GT Continental, with GRP tank, five-speed gearbox (which was also anoption on the Crusader), clip-on handlebars and rearset footrests, was launched. Itsold well with its "cafe racer" looks. Other variants were the 250 "Turbo Twin", fittedwith the Villiers 247 twin two-stroke engine. An oddity was the 250 super 5, mainlynotable for its use of trailing-link front suspension (all the other 250 models hadconventional telescopic f

Royal Enfield Interceptor motorcycle

Main article: Royal Enfield Interceptor

During the onslaught of the better engineered Japanese motorcycle manufacturers in

the late sixties and early seventies, the English factories made a final attempt withthe 19621968 series I and Series II. Made largely for the US market, it sported lotsof chrome and strong performance, completing the quarter mile in less than 13seconds at speeds well above 175 km/h (105 mph). It became very popular in theUS, but the classic mistake of not being able to supply this demand added to thedemise of this last English-made Royal Enfield.

The Redditch factory ceased production in 1967 and the Bradford-on-Avon factoryclosed in 1970, which meant the end of the British Royal Enfield. After the factoryclosed a little over two hundred Series II Interceptor engines were stranded at thedock in 1970. These engines had been on their way to Floyd Clymer in the US, whounfortunately had just died. His export agents, Mitchell's of Birmingham, were left to

dispose of them. They approached the Rickman brothers for a frame. The mainproblem of the Rickman brothers had always been engine supplies, so a limited runof Rickman Interceptors were promptly built.

As far as the motorcycle brand goes, though, it would appear that Royal Enfield isthe only motorcycle brand to span three centuries, and still going, with continuousproduction. A few of the original Redditch factory buildings remain (2009) and arepart of the Enfield Industrial Estate.

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Enfield Indians

From 1955 to 1959, Royal Enfields were painted red, and marketed in the USA asIndian Motorcycles by the Brockhouse Corporation, who had control of the IndianSales Corporation (and therefore Indian Motorcycles) and had stoppedmanufacturing all American Indians in the Springfield factory in 1953. But Americanswere not impressed by the badge engineering and the marketing agreement endedin 1960, and from 1961, Royal Enfields were available in the US under their ownname. The largest Enfield "Indian" was a 700 cc twin named the Chief, like itsAmerican predecessors.

Enfield India (1949present)

Main article: Royal Enfield Motors

Royal Enfield motorcycles had been sold in India from 1949. In 1955, the Indian

government looked for a suitable motorcycle for its police and army, for use

patrolling the country's border. The Bullet was chosen as the most suitable bike for

the job. The Indian government ordered 800 350 cc model Bullets, an enormous

order for the time. In 1955, the Redditch company partnered Madras Motors in India

in forming 'Enfield India' to assemble, under licence, the 350 cc Royal Enfield Bullet

motorcycle in Madras (now called Chennai). Under Indian law, Madras Motors

owned the majority (over 50%) of shares in the company. In 1957 tooling equipment

was sold to Enfield India so that they could manufacture components

Companyprofile

The Royal Enfield Bullet was originally a British overhead valve single cylinder 4-

stroke motorcycle made by Royal Enfield in Redditch, West Midlands, but now

produced by Royal Enfield Motors, the successor to the British company, at Chennai(formerly known as Madras), Tamil Nadu in India. The Royal Enfield Bullet has thelongest production run of any motorcycle having remained continuously in pr oductionsince 1948. The Bullet marque is even older, and has passed 75 years of continuousproduction. The Royal Enfield and Bullet names derive from the company's links withthe Royal Small Arms Factory in Enfield.

Evolution

The Bullet has evolved from a four -valve engine with exposed valve-gear to thelatest all-alloy Unit Construction Engine with electronic fuel-injection.

19311939

This model refreshed Royal Enfield's model line -up for 1939. It differed in cosmeticdetails, as well as in having two rocker boxes, which resulted in higher volumetricefficiency for the engine. The basic design with front gaiter forks was retained.

19491956

A number of changes were implemented in order to bring the bike up -to-date. Thismodel featured a vertical engine with alloy head and higher compression. The framewas also changed to a fully sprung design using a swing-arm with non-adjustablehydraulic shockers at the rear, while the front used a brand-new telescopic fork of

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Royal Enfield's own design. This enabled the introduction of a bench seat made ofsimple foam and with no large springs. Power transmission was via the same four -speed Albion gearbox as the previous model, with a unique 'neutral -finder' lever therider could press from any gear other than first to shift to neutral. The crankshaftcontinued to have a fully-floating big-end bearing. The headlight assembly wasenclosed with the speedometer and ammeter into a nacelle, which also served as

the attachment of the front suspension as well as the handlebars. An otherwisesimilar model, but with engine displacement of 499 cc, made its debut in 1953.

The prototype had done well in a performance trial and went on to win the trophy atthe 1948 International Six Days Trial and two Bullet riders won gold medals.. In 1952Johhny Brittain won the Scottish Six Days Trial on a Royal Enfield Bullet and in 1953he also won the International Six Days Trial without losing a single point.

In 1949, the Indian Army ordered Royal Enfield Bullets for border patrol use and th ecompany decided to open a factory in Madras, India. In 1955, the 350 cc Bulletswere sent from the Redditch factory in kit form for assembly in India, but Enfield IndiaLtd. soon developed the factory and produced complete motorcycles independentlyunder licence. The 1955 model remained almost unchanged for years and Madras

produced over 20,000 Bullets annually.19561964

In 1955, Royal Enfield carried out some retooling and redesign at their Redditchplant, in the UK, to modernise the Bullet, and in 1959 some changes were made tothe gear ratios. These changes, however, were not incorporated by the Indian armdue to its commitment to supply the Indian Army. Thus the British and Indian linesdiverged, never to meet again.

Between 1956 and 1960, the British Bullet was released in several models, includinga 350 cc Trials "works replica" version, a 350 cc "Clipper" model and in 1958 theAirflowversion. This model had full weather protection from a large f ibreglass fairingand included panniers for touring. The design was developed in partnership with

British Plastics and featured as a series in The Motor Cycle magazine. The engineswere the same and the only differences were in exhaust, seating, instrumentation,handlebars and fuel tank. Numerous technical improvements were also made,including moving to alternator charging (1956) and coil ignition (1960). The 350 ccmodel continued in production, but the 500 cc model was discontinued in 1961. In1962, the UK company was sold and the Bullet discontinued and in 1967, theRedditch factory closed. Finally, in 1970, Royal Enfield closed down compl etely.

19551995

Enfield Bullet

The Enfield India Ltd. factory did well and continued production of the 1955 Bullet

design almost unchanged, re-introducing it to the British market in 1984 under thename 'Enfield'. This was a period of stagnation for the B ullet, as the Indian ownersdid not make even basic improvements to the motorcycle, and the quality of partsdropped at an alarming rate.

Due to the protectionist Indian economy, however, there was felt no need forbetterment, and the brand survived into t he 1990s essentially as a domestic Indiancommuter bike, if a rather majestic one. On a positive note, during this period thebike's position was cemented in the Indian psyche as the definitive King of Bikes (it isoften called Raja Gaadi, which literally translates as 'King Bike', or 'The King's Bike'

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in Hindi). It so hopelessly out-powered anything present in the mileage-consciousIndian bike-scene, that owning and riding a Bullet was seen as a statement of powerand prestige, a feeling that continues to this day in India, even though modern (butstill under-powered) bikes are available. The only bikes that were equivalent inmindshare were the Yamaha RD350 and the Yezdi. Both bikes enjoy a cult followingin India, but have been out of production for decades. However, this could not

prevent the erosion of the bike's market once the economy was sufficiently openedup to allow the Japanese motorbikes. Chronic low quality and mismanagement,coupled with the bike's relatively low mileage (although the Bullet engine is fuel -efficient, its main competition was with bikes whose engines at 100 cc were le ss thana third in size) caused a descending spiral of sales until the company, nearbankruptcy, was bought out by Eicher Motors, a tractor and commercial vehiclemanufacturer.

19951997

Under the newly appointed CEO of Enfield India, Mr. Siddhartha Lal, himself apassionate biker, Eicher undertook major investment in the ailing firm. This wasstarted the purchase of trademark and intellectual property rights of the defunct

British Royal Enfield firm, thus changing the name of the company to Royal EnfieldMotors. A slew of management and production changes were made, with theproduction process being streamlined and excess capacity redistributed. Without thelarge-scale Army/Law Enforcement orders to bail the company out, there was onlythe individual sales route in which the company had to perform if it were to survive atall. The company also faced the difficult task of catering to a very diverse market.The Bullet had buyers and fans from all walks of society, whether they beprosperous farmers or wealthy landlords from the villages, or young middle -classpeople who wanted a serious road presence and were tired of the anonymity ofJapanese-clone bikes, or upper class individuals into classic Briti sh bikes. Topreserve the Bullet's nature and reputation as a classic British bike, as the RajaGaadi, and to attract youngsters away from the newly appeared (though stillunder-

powered) 'performance' bike segment, the Bullet marque was split up into two. TheBullet Standard 350 featured all the increased manufacturing quality and reliabilitybut was maintained in the traditional Bulletlook, even available in only one colour

black. A new model with refreshingly garish colours and lots of chrome, a facelift ,TCI ignition (instead of the traditional CB-points system), a CV carburettor and gas-filled shock-absorbers at the rear, but with the same engine and gearbox as theStandard was launched. This model was christened the Bullet Electra 350. TheElectra 350 went on to become the best-selling Royal Enfield model, accounting foraround half the company's sales.

Alongside these developments, Austrian engine firm AVL was contracted to producean all-alloy engine suitable as a drop-in replacement for the cast-iron block original

engine (with design dating from 1955). The first bike with this engine was launchedas the Bullet Machismo 350. This engine proved to be a failure in the Indian market,as it was perceived as lacking the characteristic 'thump' of a Bullet. It would beultimately successful in the Thunderbird, a chopper style cruiser from Royal Enfieldthat represented a completely different domestic product line. Also seen was theintroduction of a disc-brake on the front wheel as a factory option as well as an after-market kit.

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19972007

Ever tighter European emission norms forced the Bullet Standard 350 to end 2007as its last model year in the EU, so when on-hand stocks are all sold the British-design engined Bullet will no longer be available. All new models will exclusivelyfeature the AVL 'lean-burn' engine. The introduction of a 5 -speed gearbox meant thatRoyal Enfield could 'fix' one of the long-standing quirks of the Bullet designthefoot-brake is on the left side while the gearshift is on the right . Accordingly, the BulletMachismo 350 was equipped with this gearbox. However, the 'left -shift' gearchangeprovoked a backlash from Indian Bullet customers, forcing the company to not onlycontinue the Bullet Standard with the traditional system, but even on the Electra itwas offered only as an option, leading to the Electra 4 -speed (traditional) and Electra5-speed (left-shift) variants. Sales figures indicate that Indian Bullet customers haveshunned the new gearbox, foregoing even the attraction of 5 -speed transmission tokeep the gearshift traditional. However, customers outside India took to the newgearbox with pleasure, as a result it is a standard fitment on all motorcycles RoyalEnfield exports. New developments included the addition of electric s tart, at least asan option on some models, while as default on others. In 2007 2008, a limited

edition, heavily accessorised 500 cc lean -burn Machismo 500 was launched as theultimate touring bike. Due to extremely limited production and high price, this waskept as an exclusive bike. The Machismo 350 was discontinued.

Since 2007

As a result of work spanning several years, a new set of engines was introduced.These were the Unit Construction Engines (UCE). The 350 cc UCE found use in thedomestic model Thunderbird TwinSpark in a configuration with two sparkplugs percylinder, with integrated 5-speed left-shift gearbox. It has not been featured on anyBullet, domestic or otherwise. Given the fo llowing the cast-iron engine and traditionalgearbox enjoys in India, it is doubtful if that powertrain will ever be replaced (unlesslegislated out of existence like in the EU), but if replaced, then the AVL engine

(intended as a stop-gap until this engine arrived) will most probably make way forthis one.

The 500 cc UCE features fuel injection, and has greater power than any RoyalEnfield 500 cc motor. With the integrated 5 -speed left-shift gearbox, this behemothpowers the new Bullet Classic. This motorcycle's looks hark back to the originalBullet, complete with the 'sprung' solo seat (which is strictly unnecessary), creating amotorcycle that has a classic 1940s look. Starting in 2009 this eng ine was availableonly in the EU to satisfy emissions regulations.

EGLI Royal Enfield Super Bullet

Swiss motorcycle tuner Fritz W. Egli, a distributor of Royal Enfield motorcycles, wasapproached by a customer to create the ultimate Egli Super Bullet. T he basis for thisbike was Eglis central tube frame constructed from nickel-plated chromium-molybdenum steel and the engine was completely redesigned with a longer strokecrankshaft (105 mm), special main bearings, dry clutch, timing belt primary drive. 3 6mm Keihin flat-slide carburettors were added to provide an output of 40 hp (30 kW)from a 624 cc engine fed via an electric pump.

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Introduced in 1931 as a four-stroke single cylinder motorcycle, this model was thefirst to feature the Bullet name. It differed in a number of ways from its successors(which are now familiar): it had an inclined engine with exposed valve gear featuringfour valves per cylinder with 350 cc and 500 cc options. In 1933, a 250 cc option wasalso added to the range. Its frame was also considerably different, having centre-spring girder front forks, being among a new range of models from Royal Enfield that

featured them, along with a saddle -type fuel tank. However, common to motorcyclesof this period, it had a rigid rear-end, necessitating a 'sprung' seat for the rider, whichresulted in the iconic look of the motorcycle that is much replicated today, eventhough the sprung seat is unnecessary in modern models.

After competition success the 350 cc Royal Enfield Bullet was bought by the BritishArmy for dispatch riders and 3,000 were also supplied to the RAF during the SecondWorld War.

Royal Enfields bigplans

Chennai based makers of the iconic bike Bullet Royal maker is driving in top gear.After introducing the classic 350 and 500, it will continue to excite the bullet loverswith more new launches and the focus is not only India, but also to expand globallyas well with an eye on 25 per cent export contribution.

Royal Enfield is now developing this beautiful retro concept, which will make its wayinto the global and the Indian markets by 2012.

But till then the focus would be on creating capacity and meeting the unsatiateddemand in the domestic market.Such has been the response that already 3,500 of these beauties have been bookedwithin a span of just one month and there is already a waiting period of over 2months.But Royal Enfield says there is a lot more action lined up in future to excite the bikelovers.RL Ravichandran, CEO of Royal Enfield, said, We are looking at introducing 500 ccThunderbird and a couple of new offerings including this new retro concept, CafeRacer, to excite the buyers."And all this would mean sales of 1,00,000 units by 2012 with volumes doubling in thedomestic arena and the exports quadrupling to 10,000 units.

The company is, in fact, adding new territories in the global arena, as the marginsare significantly higher in the overseas market.

R L Ravichandran, CEO of Royal Enfield, said, "The focus is on adding newdealerships in the markets of US, Canada and some markets in the Europe."

Since Royal Enfield caters to the niche audience, the competitive pressu re isrelatively limited but it is expected to get bigger with faster bikes from Bajaj Auto andother Japanese majors on the anvil.Royal Enfield feels wider offering would help the company to maintain its niche

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DIFFERENT MODELS

Bullet 500

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Bullet 500, one of the most powerful bikes on earth from Royal Enfield Motors Ltd.,has come a long way indeed. In a way, Bullet 500 is the modified version of theBullet 350 cc bike. Keeping the feel of the traditional Bullet intact, Bullet 500 hasincorporated many new features needed to overtake on the highways even whenloaded with a pillion and heavy luggage. Power, performance and style are what thisBullet brings together and conglomerates for that ultimate magic machine! It is t he

only Bullet to have an impressive 499 cc engine whose thumping is the meatiest ofall.

Special Features

Chrome plated mud-guards

3D Logo and Graphics

Disc Brake

Electric start

Sturdy Cast-Iron Engine

Traditional 4-Speed Gearbox with right foot gear shift

Gas-filled Shock Absorbers

Heavy duty Alternator along with an upgraded electrical system

Technical Specifications

Engine

Type - Single Cylinder, 4-stroke, OHV, SI Engine, Air cooled

Displacement - 499 cc

Bore x Stroke - 84 mm x 90 mm

Maximum Power - 22 bhp @ 5500 rpm

Maximum Torque - 35.9 Nm @ 3000 rpm

Transmission - 4 Speed

Ignition - CB PointCarburetor - Micarb VM 28

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1. Thunderbird

Thunderbird, from Royal Enfield Motors Ltd is literally speaking, like a bird that glideson the highways with a thundering speed. Fully loaded with a lean, smooth andthumping 350 cc engine, constant vacuum carburetor for instant and easy starts,ergonomically built stepped seat and a comfortable pillion backrest, and last but notthe least the stylishly laid-back Thunderbird cruises on open highways and navigatesthrough the crowded city streets with utmost ease. This machine has also won thecoveted Best Cruiser Award from BBC Wheels.

Disc Brake (optional)

Multi Focal Head Lamp

Electric Start (optional)

All Aluminium Lean Burn Engine

Dual Tone Color and Graphics

CV Carburetor

5 Speed Gearbox with Left Foot Gear Shift

Gas filled Shock Absorbers

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Technical Specifications :

Engine






Transmission -5 Speed (left foot gear shift)

Ignition - Digital TCI

Carburetor - Constant Vacuum (CV)

Starting - Electric Start (optional)

Tyres

Front - 3.25 x 19 6/4PR

Rear - 3.25 x 19 6/4 PRDimensions

Ground Clearance - 140 mm

Width - 750 mm

Wheel Base - 1370 mm

Length - 2120 mm

Height - 1080 mm

Electricals

System, Head lamp - 12 V, 35/35 W

Brakes

Front - Drum 7'' Dia. Twin lead. Disc Brake 280 mm (optional)

Rear - Drum 6'' Dia. Single lead

Maximum Speed

Speed - 110 kmph

Suspension

Front - Telescopic, Hydraulic damping

Rear - Swing arm with adjustable and Gas Filled Shock Absorbers

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2. Bullet Electra

Bullet Electra, launched by Royal Enfield Motors Ltd is unique for its white dialspeedometer for visibility at night. This Bullet has been designed keeping in mind theergonomics of the modern times. Bullet Electra's powerful 350 cc engine provides anexuding thrust making it one of its kind in its category. A Transistor Coil Ignitionpreceded by a Push-button start ensures a fast take-off. The Gas-filled shockers ofthis machine enable it to glide smoothly over the uneven roads. It simply makes theday-to-day rush just pass by in a moment.

Special Features

White dial speedometer for better visibility at night

TCI ensures smooth rides and better battery charging technology

Softer and flatter ribbed seat with extra foam ideal for long and comfortablerides


Refined glass wool filled short bottle silencer produces a meatier thump


Engine





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Maximum Torque - 32 Nm @ 3000 rpm

Transmission -4-Speed (right foot gear shift)

Ignition - Transistor Coil Ignition (TCI)

Carburetor - Micarb VM 24

Tyres

Front - 3.25 x 19 4/6 PR

Rear - 3.25 x 19 4/6PR

3. Bullet Electra 5S

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The new Bullet Electra 5S from Royal Enfield Motors Ltd. comes with a host of user -friendly features including the technologically advanced left -side, 5-speed gearshift. A Digital Transistor coil Ignition preceded by a Push-button start ensure that thetake-off is really fast. It has got Gas-filled shock absorbers that enable the rider toliterally glide over bumpy and potholed roads while the high frequency noises areabsorbed by the glass-wool silencer. And last but not the least its dual ton e colors

render it a macho and powerful look.

Special Features


Multi Focal Head Lamp

Dual Tone Color and Graphics

Electric Start (optional)

Digital TCI

5-Speed Gearbox with Left Foot Gear Shift


glasswool filled Silencer


Engine




Maximum Power - 18 bhp @ 5000 rpmMaximum Torque - 32 Nm @ 3000 rpm

Transmission -5 Speed (left foot gear shift)

Ignition - Digital TCI

Carburetor - Micarb VM 24

Starting - Electric Start (optional)Tyres

Front - 3.25 x 19 4/6 PRRear - 3.25 x 19 4/6 PR

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4. Bullet Machismo

Bullet Machismo, a very powerful machine from Royal Enfield Motors Ltd., is a veryergonomically designed machine. With classic looks and superior performance, thispiece of art is a must buy as a collector's item. This retro-styled bike received theTNS Voice of the Customer Award for being the No.1 cruiser bike. Coupled withelegant looks, this machine is powered by an exceptionally refined 346 cc lean burnengine with a single cylinder, 4-stroke, air-cooled mechanism. As a standard fitment,it has also got a beautifully crafted chrome petrol tank.

Amongst the optional extras the main attractions are, windshield and custom -made leather saddle-bags.

Special Features


Elegant Instrument Panel with White Background

Polycarbonate Windshield (optional)

5-Speed Gearbox with Left Foot Gear Shift

Spring Coiled Twin Seats (optional)


Leather Saddle Bags (optional)


Engine






Transmission - 5 Speed (left foot gear shift)

Ignition - Electronic CDI

Carburetor - Constant Vacuum (CV)

Tyres

Front - 3.25 x 19 6/4 PRRear - 3.25 x 19 6/4 PR

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COMPETITORS

Bikes comprise a major segment of Indian two wheeler industry. The major

competitors of Hero Honda are:

Bajaj Auto Ltd.

TVS Motors.

Yamaha Motor India.

Honda India LTD.

BAJAJ AUTO LTD.

The Bajaj Group is amongst the top 10 business houses in India. Its footprint

stretches over a wide range of industries, spanning automobiles (two -wheelers and

three-wheelers), home appliances, lighting, iron and steel, insurance, travel and

finance.

The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest

two- and three- wheeler manufacturer and the Bajaj brand is well -known across

several countries in Latin America, Africa, Middle East, South and South East Asia.

Founded in 1926, at the height of In dia's movement for independence from the

British, the group has an illustrious history. The integrity, dedication, resourcefulness

and determination to succeed which are characteristic of the group today, are often

traced back to its birth during those days of relentless devotion to a common cause.

Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma

Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his

deep involvement in the independence movement did not leave Jamnalal Bajaj with

much time to spend on his newly launched business venture.

His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too

was close to Gandhiji and it was only after Independence in 1947, that he w as able

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to give his full attention to the business. Kamalnayan Bajaj not only consolidated the

group, but also diversified into various manufacturing activities.

The present Chairman of the group, Rahul Bajaj, took charge of the business in

1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has

gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio

has expanded from one to and the brand has found a global market. He is one of

India's most distinguished business leaders and internationally respected for his

business acumen and entrepreneurial spirit.

Presently, its product portfolio includes

Bajaj Avenger Bajaj CT 100

Bajaj Platina Bajaj Discover DTSi

Bajaj Pulsar DTSi Bajaj Wave

Bajaj Wind 125 Bajaj Sonic DTSi

TVS MOTORS

TVS Motor Company is the third largest two-wheeler manufacturer in India and one

among the top ten in the world, with annual turnover of more than USD 1 billion in

2007-2008, and is the flagship company of the USD 4 billion TVS Group.

TVS Motor currently manufactures a wide range of two-wheelers from mopeds to

racing inspired motorcycles TVS Motor's strength lies in design and development of

new products - the latest launch of 7 products on the same day seen as a first in

automotive history. We at TVS deliver total customer satisfaction by anticipatingcustomer need and presenting quality vehicles at the right time and at the right price.

The customer and his ever changing need is our continuous source of inspiration.

The company has 4 plants - located at Hosur and Mysore in South India, in Himachal

Pradesh, North India and one at Indonesia. The company has a production capacity

of 2.5 million units a year.

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SWOT ANALYSIS:

Strengths

Ability to understand customers needs and wants

Recognized and established brand name

Effective advertising capability

Weaknesses

R&D is not close to the manufacturing plant

Royal enfield is vulnerable to oil leak

Opportunities

Expansion of target market

Become Indias leader in the scooter market

Threats

haredly davidson has entered indian market

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Questionnaire

Name:

Age:Occupation:

1.Do you have a bike?

Yes No

2. In which family Income level do you Fall?

100000-200000

200000-300000

300000-400000

ABOVE 400000

3.Using bike for which purpose?

Office Travelling Both Others

4.Which company bike do you possess?

Royal enfield Hero Honda Others

5.Which Model do you Have?

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6.Why did you prefer this brand over other brand?

Quality features Availability Price

7.Do you have full knowledge about Bikes before buying?

Yes No

8.Does Advertisement Influence your decision in choosing a Motor Bike?

Yes No

9.Which type of bike you prefer for travelling?

150cc 350cc More than 350cc

10.Will you prefer another bike if price is reduced?

Yes No

11. If new Bike with good features comes in, then would you like to change

your bike?

Yes No

12.Which Factor below Influence your decision?

Price Mileage Quality

Resale Value Status symbol

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Bibliography

www. Royalenfield.com

www. automobileindia.com

www. autoindia.com

www. Bikez.com

www. bajaj.com

www. tvsmotors.com

www. herohonda.com

Documents

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