A Report On

An Insight into the Recent Change in Competitive Position of

ROYAL ENFIELD
Submitted by under the guidance of
Name: Sujoy Bose Dr. Smita Datta
Roll No.: 32
Registration No.:
Class: Seminar 1 (BBA)
College: University of Engineering & Management, KOLKATA
 First and foremost, I am deeply indebted to the management of University of
Engineering and Management Kolkata, for having admitted me to under go the BBA
program during the academic year 2020-23 in this temple of learning.
Second, I would like to express my sincere gratitude to my mentor PROF. Dr. Smita
Datta for the continuous support, for her patience, motivation, and immense
knowledge.
Her guidance helped me during the entire duration of the project and witting of this
report. I could not have imagined having a better advisor and mentor for my project.
Last but not the least, I would like to thank my family, my parents, to my sister for
supporting me spiritually throughout writing this thesis and my life in general.
Acknowledgement ………………………………………………………. i
Table of Contents …………….…..……………………………………… ii
List of Tables …………………………………………………………… iii
Executive Summary …………………………………………………….. iv
SR. NO PARTICULARS PAGE NO.
Chapter 1 Introduction to the Topic 1
1.1 Background 1a
1.2 Industry Overview 1b
Royal Enfield Company
1.3 (Overview) 1c
1.4 Director of the Company 1d
The key Managerial
1.5 Personnel of the company 1e
1.6 Map of the Company 1f
1.7 Vision and Mission 1g
1.8 Products 1h
Chapter 2 Research methodology 2
2.1 Objective of the study 2a
2.2 Data 2b
2.3 Tools for Data Analysis 2c
Chapter 3 Data Analysis 3
3.1 Ranking 3a
3.2 Line Chart 3b
Chapter 4 Findings 4
Chapter 5 Discussions 5
Bibliography 5a
Table No. Title Page No.
SL No. ABBREVIATION EXPANDED FORM
This project aims to gain insight in to the resent competitive position of chosen
company Royal Enfield with respect to its five competitors.

1. KTM
2. Kawasaki
3. Honda
4. Jawa
5. Indian Motorcycle

The comparison is done on the basis of measured performance of sales figure from the Annual Report of the
respective company and its competitors. The sales figure data for the financial year ending on 31 .3.201 9 and
31 .3.2020 has been obtained from the profit and loss statement provided in the current annual report of the
respective companies. Lastly, the collected data of chosen company Royal Enfield and its five major
competitors are ranked on the basis of sales figure of particular year. This detailed ranking gives a complete
knowledge of the performance of chosen company Royal Enfield and its competitors. There by on analyzing
this report a company can modify their strategies on sales figure and would lead to financial betterment and
progress of the respective company.
1.1 BACKGROUND : COMPETITIVE ANALYSIS

COMPETITION IN BUSINESS ENVIRONMENT

The word competition means the activity to win or gain something by

defeating others. But if we relate it with business it is the race or rivalry
among different companies. The purpose of competing with one another
is to increase the revenue of the business by increasing the sales and
market share,to overpower other companies and establishing that
company as number one in the field. . The more sellers of a similar
product or service , the more it becomes competitive.

IMPORTANCE OF COMPANIES TO ANALYSE

THEIR POSITION

A company always needs to identify their competitors and understand

competitor’s strength and weakness compared to its own. In order to
establish a particular company it’s important to put yourself in your
customer’s shoes and look at the things from their perspective. A
company must be always aware of other companies so that it can
understand its position compared to those . Its even better if a company
can go for a regular analysis as industries are growing enormously
leading to a competition. If its ignored some other companies might take
place of that anytime . In order to avoid such things a proper competitive
analysis is required for every company .
Automotive industry, all those companies and activities involved in the manufacture
of motor vehicles, including most components, such as engines and bodies, but
excluding tires, batteries, and fuel. The industry’s principal products are passenger
automobiles and light trucks, including pickups, vans, and sport utility vehicles.
Commercial vehicles (i.e., delivery trucks and large transport trucks, often called
semis), though important to the industry, are secondary.The automotive industry is
a wide range of companies and organizations involved in the design, development,
manufacturing, marketing, and selling of motor vehicles, some of them are called
automakers. It is one of the world's most important economic sectors by revenue.

India is also a prominent auto exporter and has strong export growth expectations
for the near future. Automobile exports grew 26.56 per cent during April-July 2018.
It is expected to grow at a CAGR of 3.05 per cent during 2016-2026. In addition,
several initiatives by the Government of India and the major automobile players in
the Indian market are expected to make India a leader in the two-wheeler and four
wheeler market in the world by 2020. In the competitive automobile industry,
competitors have to ensure their products are attracting to the consumers and high
perception. The sales of the automobile will enhance the company’s growth,
profitability and market shares. Many consumers make their purchasing decisions is
not always on the products pricing, but is on product characteristics, quality and
perception, even between with fast moving consumer good (FMCG) (Veloutsou,
Gioulistanis & Moutinho, 2004). Some of the producer tends to focus on their own
product comparable quality with the international brands, while others give less
emphasis on the quality and concentrate on low price products. It is based on their
target market. This theory can be converted to products marketed in internationally
or locally. The British and German consumers with emphasize to the purchase
intention in automobiles, placing particular emphasis on quantifying the relative
importance of country-of-origin (Diamantopoulus, Schlegelmilch & Du Preez,
1995). Therefore, the product quality will cause induction on consumer by increased
their purchase intention attitude towards the brand and willingness of the product.
 ROYAL ENFIELD
Royal Enfield was a brand name under which The Enfield Cycle Company Limited of Redditch,
Worcestershire sold motorcycles, bicycles, lawnmowers and stationary engines which they had
manufactured. Enfield Cycle Company also used the brand name Enfield without Royal.The first
Royal Enfield motorcycle was built in 1901. The Enfield Cycle Company is responsible for the
design and original production of the Royal Enfield Bullet, the longest-lived motorcycle design in
history.
Royal Enfield's spare parts operation was sold to Velocette in 1967, which benefitted from the
arrangement for three years until their closure in early 1971. Enfield's remaining motorcycle
business became part of Norton Villiers in 1967 with the business eventually closing in 1978.
Type: Public Listed Company
HISTORY:
In 1882 his son, also named George, started making components for cycle manufacturers including
saddles and forks. By 1886 complete bicycles were being sold under the names Townsend and
Ecossais. This business suffered a financial collapse in 1891.[2][3] Albert Eadie, sales manager of
Birmingham's Perry & Co Ltd, pen makers who had begun to supply components for cycles, and
Robert Walker Smith, an engineer from D. Rudge & Co,[4] were chosen by Townsend's bankers to
run the business. Then, in 1892, the firm was re-incorporated and named Eadie Manufacturing
Company Limited.
REVENUE: ₹8,965 crore (US$1.3 billion)
NUMBER OF EMPLOYEES: 3,578 employees
Subsidiaries: Harris Performance Products, Royal Enfield Thailand Limited
The directors are the persons elected by the shareholders to direct, conduct, manage or supervise
the affairs of the company.

DIRECTORS NAME DESIGNATION

SIDDHARTHA VIKRAM LAL CEO
SRINIVASAN SANDILYA Chairman
VIKRAM LAL Former CEO
MANVI SINHA INDEPENDENT DIRECTOR
VINOD K. DASARI WHOLE-TIME DIRECTOR
Key Managerial Personnel refers to a group of people who are in charge of maintaining
the operations of the company. Accounting Standard 18(AS-18) states that Key
Managerial Personnel (KMP) are people who have authority and responsibility for
planning, directing and controlling the activities of the reporting enterprise.

DIRECTORS NAME DESIGNATION

VINOD K DASARI CEO
B GOVINDARAJAN CHIEF OPERATING OFFICER
KALEESWARAN CHIEF FINANCIAL OFFICER
ARUNACHALAM (CFO)
LALIT MALIK CHIEF COMMERCIAL
OFFICER
SUDHAKAR CHIEF INFORMATION
BHAGAVATULA OFFICER
RAJEEV SHARMA CHIEF HUMAN RESOURCE
OFFICER
 ROYAL ENFIELD
HEAD OFFICE ADDRESS
ADDRESS: Royal Enfield, A Unit of Eicher Motors Limited, Tiruvottiyur High Road,
Tiruvottiyur, Chennai 600019, Tamil Nadu, India.
Royal Enfield Head Office Phone Number: +91-44-42230400
Royal Enfield Head Office Fax Number: +91-44-42011719
Royal Enfield Head Office Email ID: support@royalenfield.com
SOME OFFICE LOCATIONS:
1. AUSTIN DISTRIBUTORS, DHATAMTALA
19 Jawaharlal nehru road, kolkata-700087
Ph No.: +918240700774
2. Bishnu Oil Company, Kamarhati
27/1 B T Road, Barrackpore Trunk Road, Kamarhati,
Kolkata-700058
Ph No.: +919874091119
“To be recognized as the industry leader driving
modernization in biking in India and the developing"

Aims to continuously improve biking efficiency in India and

developing markets.
Customers are the integral part of the Organization &
creating a family of bikers bond"
1. METEOR
The Meteor represents the eternal essence
of riding, the spirit of the cruise; with
classic contours & timeless design cues, it
is an easy thoroughbred cruiser, ready for
the open highway and for meeting the
challenges of urban commute with equal
ease.
2. Interceptor
Inspired by the iconic 60’s Interceptor with
its greatest following in the American west
coast, fitting perfectly into the easy-going,
fun narrative of the time. This modern
classic is the essence of a British roadster
with a dash of a California Desert Racer
blending timeless style and contemporary
performance.
3. Bullet
Bullet, the quintessential Royal Enfield, is
today the longest running motorcycle in
history to be in continuous production. A
unique, hand-painted fuel tank, the distinct
thump and a standing testimony to Royal
Enfield's philosophy of simple design and
resilient build make Bullet a living legacy
on two wheels.
4. Himalayan
Decades of expeditions. Thousands of
kilometers of traversing the most
challenging terrain. Years of living and
evolving with a machine that responds to
the mountains. That's how we made the
Himalayan, our first dual-purpose
motorcycle. Here is how it was built to be
tough, versatile, and adaptable to all kind of
terrain.
 ROYAL ENFIELD
RESEARCH METHOD
Research methodology is the specific procedures or techniques
used to identify, select, process, and analyze information about
a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study's overall validity and
reliability.
The Research is aimed at the study of attitudes of Bullet Riders
in Manipal. Bullet, or the Royal Enfield stable of motorcycles
have been an iconic brand in India. Every year, they have sold
modest numbers but despite low numbers, they continue to
command a position of respect and awe in the Indian motorcycle
market.
The objective of the study was to establish a psychological and
demographic profile of the Bullet Riders.
An initial Focus Group Discussion was conducted online with
members of Bullet Clubs from across the country. Each of these
riders have more than 40,000 km to their credit and are
respected across the country in the Bullet community.
The objectives are:

• To identify the five major competitors of Royal Enfield

• To examine whether the competitive position of Royal Enfield in
terms of sales have changed from the previous year i.e. 2019
This study is based on secondary data, the sales figure data of the selected or chosen
company and its five major competitors for the financial years ending on 31st March
2019 and 31st March 2020 has been obtained from the profit and loss statements in the
annual report of the respective companies.
• Sales figure of Royal Enfield and its various competitors:
Company Name Sales fig. of Year Sales fig. of Year 2020
2019

Royal Enfield 48,489 65,492

TVS 1,57,244 1,76,912

Suzuki 44,368 44,773

Yamaha 29,486 39,224

Kawasaki 127 102

Hero MotoCorp 4,12,009 4,25,003

Table No. 1: Sales Figures

For the purpose of data analysis, we have used the following tools and techniques:

• Ranking - Ranking is a
relationship between a set of items. It is a
question response format used when a
researcher is interested in establishing
some type of priority among a set of
objects, whether they be policies,
attributes, organizations, individuals or
some other topic or priority of interest.

• Line Chart – A Line Chart or Line

Graph or Curve chat or Line Diagram is a
type of Chart which displays information
as a series of data points called markers
connected by straight line segments. It is
a basic type of chart common in many
fields.
Data analysis is defined as a
process of cleaning,
transforming, and modeling data
to discover useful information
for business decision-making.
The purpose of Data Analysis is
to extract useful information
from data and taking the decision
based upon the data analysis
 Company Name Net sales on 31.09.2019 Ranking

Royal Enfield 48,489 3

TVS 1,57,244 2

SUZUKI 44,368 4

YAMAHA 29,486 5

KAWASAKI 127 6

HERO MOTOCORP 4,12,009 1

Table No.: 2 Ranking Charts for F.Y. 2019

Company Name Net sales on 31.09.2019 Ranking

Royal Enfield 65,492 3

TVS 1,76912 2

SUZUKI 44,773 4

YAMAHA 39,224 5

KAWASAKI 102 6

HERO MOTOCORP 4,25,003 1

Table No.: 3 Ranking Chart for F.Y. 2020

 LINE CHART

RANKING CHART FOR F.Y.2019 AND F.Y.2020

4,50,000

4,00,000

3,50,000

3,00,000

2,50,000

2,00,000

1,50,000

1,00,000

50,000

0
Royal Enfield TVS SUZUKI YAMAHA KAWASAKI HERO MOTOCORP

F.Y.2019 F.Y.2020
On the basis of Data Analysis the following salient points
have emerged:
• In terms of sales company, Royal Enfield occupied the
third position with respect to its competitors at the end
of the financial year ending on 31.03.2019
• In terms of sales company, Royal Enfield occupied the
fourth position with respect to its competitors at the
end of the financial year ending on 31.03.2020
• The position of company, Royal Enfield with respect
to its five competitors has same from year 2019 to year
2020.