個案資料
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Royal Enfield (B): Harley-Davidson X440 Challenge
內容大綱
Royal Enfield has maintained its dominance in the 250–750 cubic centimetre mid-size motorcycle segment in India. After a COVID-19-induced lean patch, the company’s unit sales have skyrocketed to an all-time high of 834,895 units in fiscal year 2022–23. The demand for premium motorcycles is growing significantly, which bodes well for Royal Enfield. However, the market leader has been confronted with a big challenge. The alliance between Hero MotoCorp Ltd. and Harley-Davidson Inc. has launched the Harley-Davidson X440—the most affordable Harley—to take on Royal Enfield. Meanwhile, the alliance between Bajaj Auto Ltd. and Triumph Motorcycles Ltd. has unveiled the competitively priced Speed 400. The initial response to the new motorcycles has been overwhelming. What strategic options are available to Royal Enfield to maintain its market lead amid intensified competitive rivalry?
學習目標
This case study can be used as a follow-up case to the case study Royal Enfield (A): Matchless Growth and Dominance (9B21M042). One of the imminent challenges for Royal Enfield mentioned in the case was Harley-Davidson’s intent to join with an Indian partner and introduce a down-market stretch. Harley-Davidson has now entered into a strategic alliance with Hero MotoCorp. The alliance’s newly launched Harley-Davidson X440 has challenged the market leader, Royal Enfield, and this challenge forms the core discussion of the present case, Royal Enfield (B): Harley-Davidson X440 Challenge. This case has sufficient information to be discussed as a stand-alone case in a class on strategy and strategic marketing in undergraduate and graduate-level strategic management courses. It can be used in a class on pricing tactics in a marketing management course. Working through the case and assignment questions will give students an opportunity to do the following:<br><br><ul><li>Understand corporate-level strategy.</li><li>Identify strategic options to respond to price cuts.</li><li>Develop a competitive profile matrix (CPM).</li><li>Analyze different market-share management strategies.</li></ul>