Royal Enfield ppt.

1. Royal Enfield
“Made Like A Gun”
- Pulkit Choudhary

2. Introduction
• Enfield Cycle Company ltd, located in Redditch.
• Oldest surviving motorcycles.
• Manufactured bicycles, lawn mowers and motorcycles.
• Used in World War II.
• Founded in 1955 as Enfield India.
• In 1994 Enfield India was bought over by Eicher Motors
Limited.

3. History
• Royal Enfield first started as Enfield Manufacturing Company Ltd
was registered to manufacture bicycles in Redditch, UK in 1893.
• Founded by Robert Walker Smith and Albert Eadie.
• The first Royal Enfield motorcycle was built in the year 1901.
• Collaboration Between Royal Enfield and erstwhile Madras Motors
led to ‘Royal Enfield India’.
• Similar to its competitors such as BSA and Triumph, the Enfield
Cycle Company started its business as a weapons manufacturer,
mostly famous for the Enfield rifle. This legacy is echoed in the
company logo which is a cannon, and their motto, “ Made Like A
GUN”
• Royal Enfield is considered the oldest motorcycle brand in the world,
spanning 3 centuries and still in production with the bullet model
enjoying the longest motorcycle production run of all time.

4. Logo

5. Royal Enfield in India
• In 1955 Enfield of India started assembling
Bullet motorcycles.
• Royal Enfield gained popularity from the year
1955 when Indian government ordered 800 of
their bullet 350cc models for patrolling the
Indian borders.
• It was mainly used for patrolling by police and
army
• The complete production of Royal Enfield
started in 1962 in Chennai.

6. Siddhartha Vikram Lal
( Managing Director
of Eicher Motors )

7. Products
Classic 350
Meteor 350

8. .
Himalayan 411
Scram 411

9. .
Interceptor 650
Continental GT 650

10. .
Bullet 350
Hunter

11. Vision
• At Royal Enfield, we believe the need to explore
is a stubborn itch that can’t be scratched away.
Our mission is to get more & more people to
discover the joy of riding & follow their pursuit
of exploration.

12. Mission
• Our mission is to get more & more people to
discover the joy of ridding & follow their pursuit
of exploration. Through our iconic motorcycles,
we have cultivated & nurtured a riding culture
that invites the riders to soak in & enjoy the
journey itself.

13. Competitors
• Harley-Davidson
• Benelli Motorcycles
• Kawasaki Motorcycles
• Honda Motor Company
• Triumph Motors

14. SWOT Analysis
Strengths
• Strong Brand Name: Royal Enfield has created a
strong brand identity in the market and has been
able to gain credibility in the market from its
customers.
• High-Quality Standards: One of the main reasons
of the strong brand name of Royal Enfield is due to
its high-quality standards. It emphasises on
providing best quality to its customers.

15. .
• Strong Growth: Royal Enfield has grown at over 50% in
the last 5 years globally. Such strong growth increases
revenue and profits for the company which can be further
invested in improving and enhancing product portfolio.
• Support from Eicher Group: In 1994, Enfield India and
Eicher group merged together to form Royal Enfield.
Eicher, being one of the world’s leading automotive
manufacturers has supported Royal Enfield since and has
been an important reason for the success of Royal Enfield
worldwide.

16.  Weakness
• High Price: Royal Enfield targets a niche
market of motorcycle lovers who are ready
to pay a premium for the brand. But, it
misses out on a large market that is willing
to buy a low priced variant of Royal Enfield.
• Low Mileage: Royal Enfield produces large
volume cylinder bikes (high cc) which have
more capabilities to burn more amount of air
& fuel and thus they give low mileage as
compared to low cc bikes.

17.  Opportunities
• Introduction of motorcycles in entry and executive
segments of the market.
• Growing Market: The two-wheeler market is growing
worldwide which provides an opportunities for the
company to increase customer base and sales globally.
• Expand Globally: Royal Enfield needs to expand its
export markets to more countries in Europe, Africa and
Asia. The demand for such bikes is increasing in these
markets and Royal Enfield can take advantage of such an
opportunity.

18.  Threats
• Strong Competition: Royal Enfield competes with many
bike companies in the cruiser segments worldwide. It also
competes with high utilities bikes in the market. Such
competition in the market reduces market share.
• Fuel prices can cause the decrease in sales: As
mentioned earlier, mileage of Royal Enfield bikes are
low and thus any increase in fuel prices will affect the
sales of Royal Enfield.
• Movement of industry towards premium segments of
250cc.

19. .