PROJECT REPORT

(Submitted for the Degree of B.Com. Honours in Marketing under The University of Calcutta)

TITLE OF THE PROJECT:-

MARKETING STRATEGY OF TRIUMPH MOTORCYCLES LTD. AND KAWASAKI
MOTORS

Submitted by
Name of the Candidate: AMAN GOEL

Registration Number: 017-1111-1240-18

Calcutta University Roll Number: 181017-21-0188

Name of the College: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

College UID: 0101180974

Supervised by
Name of the Supervisor: PROFESSOR UJWAL KAKKAD

Name of the College: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

Month & Year of Submission

JUNE, 2021
ANNEXURE - 1A

SUPERVISOR’S CERTIFICATE

This is to certify that Mr. AMAN GOEL student of B.Com. Honours in Marketing of The
Bhawanipur Education Society College under the University of Calcutta has worked under my
supervision and guidance for his Project Work and prepared a Project Report with the title
MARKETING STRATEGY OF TRIUMPH MOTORCYCLES LTD. AND KAWASAKI
MOTORS. which he is submitting , is his genuine and original work to the best of my
knowledge.

Place: Kolkata

Date: June 30, 2021

Signature:

Name: PROF. UJWAL KAKKAD

Designation: LECTURER

Name of the College: THE BHAWANIPUR

EDUCATION SOCIETY COLLEGE

ANNEXURE – 1B

STUDENT’S DECLARATION

I hereby declare that the Project Work with the title MARKETING STRATEGY OF
TRIUMPH MOTORCYCLES LTD. AND KAWASAKI MOTORS, submitted by me for the
partial fulfilment of the degree of B.Com. Honours in Marketing under the University of Calcutta
is my original work and has not been submitted earlier to any other University/Institution for the
fulfilment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.

Signature:

Name: AMAN GOEL

Address: 23/3 AGRASAIN STREET

LILUAH HOWRAH - 711204

Registration Number: 017-1111-1240-18

Place: Kolkata

Date: June 30, 2021

 ACKNOWLEDGEMENT

It gives me pleasure to express my most profound regards and sense of great indebtedness and
sincere gratitude to my guide and internal supervisor Prof. Ujwal Kakkad. I am thankful for her
aspiring guidance, invaluably constructive criticism and friendly advice during the project work.
I am sincerely grateful to her for sharing her truthful and illuminating views on a number of
issues related to the project. I would also like to express my warm thanks to my friends and other
people who directly or indirectly gave guidance and support during the completion of the project
and provided me with the facilities being required and conductive conditions for my project.
 INDEX
CHAPTER NO CONTENT PAGE NO
CHAPTER 1 INTRODUCTION
1.1 BACKGROUND OF THE STUDY 1-2
1.2 LITERATURE REVIEW 3
1.3 OBJECTIVES OF THE STUDY 4
1.4 NEED FOR THE STUDY 5
1.5 RESEARCH METHODOLOGY 6
1.6 LIMITATIONS OF THE STUDY 7
1.7 CHAPTER PLANNING 8
CHAPTER 2 CONCEPTUAL FRAMEWORK
2.1 CONCEPTUAL FRAMEWORK 9-10
2.2 INDUSTRY PROFILE 11
2.3 COMPANY PROFILE 12-13
2.4 NATIONAL SCENARIO 14
2.5 INTERNATIONAL SCENARIO 15

CHAPTER 3 PRESENTATION OF DATA, ANALYSIS

AND FINDINGS
3.1 COMPARATIVE STUDY AND STUDY 16-20
PROFILE
3.2 FINDINGS FROM THE SURVEY 21-36

CHAPTER 4 CONCLUSION AND RECOMMENDATION

4.1 CONCLUSION 37
4.2 RECOMMENDATIONS 38

BIBLIOGRAPHY 39
ANNEXURE 40-42
 CHAPTER – 1
INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Strategic planning typically begins with a scan of the business environment, both internal and
external, which includes understanding strategic constraints. It is generally necessary to try to
grasp many aspects of the external environment, including technological, economic, cultural,
political and legal aspects. Goals are chosen. Then, a marketing strategy or marketing plan is an
explanation of what specific actions will be taken over time to achieve the objectives. Plans can
be extended to cover many years, with sub-plans for each year, although as the speed of change
in the merchandising environment quickens, time horizons are becoming shorter. Ideally,
strategies are both dynamic and interactive, partially planned and partially unplanned, to enable a
firm to react to unforeseen developments while trying to keep focused on a specific pathway;
generally, a longer time frame is preferred. There are simulations such as customer lifetime value
models which can help marketers conduct "what-if" analyses to forecast what might happen
based on possible actions, and gauge how specific actions might affect such variables as the
revenue-per customer and the churn rate. Strategies often specify how to adjust the marketing
mix; firms can use tools such as Marketing Mix Model to help them decide how to allocate
scarce resources for different media, as well as how to allocate funds across a portfolio of brands.
In addition, firms can conduct analyses of performance, customer analysis, competitor analysis,
and target market analysis. A key aspect of marketing strategy is often to keep marketing
consistent with a company's overarching mission statement.

TRIUMPH MOTOCYCLES LTD.:

Triumph Motorcycles Ltd is the largest UK-owned motorcycle manufacturer, established in 1983
by John Bloor after the original company Triumph Engineering went into receivership. The new
company , initially called Bonneville Coventry Ltd, continued Triumph’s lineage of motorcycle
production since 1902. They have major manufacturing facilities in Thailand.

When Triumph engineering went into receivership in 1983, John Bloor bought the name and
manufacturing rights from the Official Receiver. The new company's manufacturing plant were
outdated and unable to compete against the technology from Japanese manufacturers, so Bloor
decided against relaunching Triumph immediately. Initially, production of the old Bonneville
was continued under license by Les Harriss of Racing Spares, in Newton Abbot, to bridge the
gap between the end of the old company and the start of the new company. For five years from
1983, about 14 a week were built at peak production. In the United States, owing to problems
with liability insurance, the Harris Bonnevilles were never imported.

1
 Bloor set to work assembling the then-new Triumph business, hiring several of the group's
former designers to begin work on new models. The team visited Japan on a tour of its
competitors' facilities and decided to adopt Japanese manufacturing techniques and especially
new-generation computer-controlled machinery. In 1985, Triumph purchased a first set of
equipment to begin working, in secret, on its new prototype models. By 1987, the company had
completed its first engine. In 1988, Bloor funded the building of a new factory at a 10-acre
(40,000 m2) site in Hinckley. The first Hinckley Triumphs were produced for the 1991 model
year. Bloor put between £70 million and £100 million into the company between purchasing the
brand and breaking even in 2000.

At the same time as production capacity increased, Bloor established a new network of export
distributors. He had previously created two subsidiary companies, Triumph Deutschland GmbH
and Triumph France SA. In 1994, Bloor created Triumph Motorcycles America Ltd.

KAWASAKI MOTORS

Kawasaki motorcycles are manufactured by the Motorcycle & Engine division of Kawasaki
Heavy Industries at plants in Japan, Philippines, Michigan, India, Indonesia, Bangladesh and
Thailand. It is a Japanese public multinational corporation. Kawasaki made a technical assistance
agreement with Bajaj Auto Ltd. in 1984, and cooperated to expand production and sales of
motorcycles in India. In November 2016 India Kawasaki Motors decided to break ties with Bajaj
Auto Ltd. for sales and service from April 2017 and sell its motorcycles through its own
network.

Kawasaki Aircraft initially manufactured motorcycles under the Meguro name, having bought
an ailing motorcycle manufacturer, Meguro Manufacturing with whom they had been in
partnership. This eventually became Kawasaki Motor Sales. Some early motorcycles display an
emblem with "Kawasaki Aircraft" on the fuel tank.
During 1962, Kawasaki engineers were developing a four-stroke engine for small cars. Then
some of the engineers transferred to the Meguro factory to work on the Meguro K1 and the SG, a
single cylinder 250 cc OHV. In 1963, Kawasaki and Meguro merged to form Kawasaki
Motorcycle Co., Ltd. Kawasaki motorcycles from 1962 through 1967 used an emblem which can
be described as a flag within a wing.
Work continued on the Meguro K1, a copy of the BSA A7 500 cc vertical twin and on
the Kawasaki W1. The K2 was exported to the U.S. for a test in response to the expanding
American market for four-stroke motorcycles. At first it was rejected for a lack of power. By the
mid-1960s, Kawasaki was finally exporting a moderate number of motorcycles.

2
1.2 LITERATURE REVIEW
Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to
(Mavondo 2000). There are numerous definitions of marketing strategy in the literature and such
definitions reflect different perspectives (Li et al 2000). A traditional definition of marketing
strategies a plan for pursuing the firm’s objectives or how the company is going to obtain its
marketing goals with a specific market segment (Orville and Walker 2008).

Kotle, Armstrong, 2009) while Brodrechtova (2008) explains that marketing strategy is a
roadmap of how a firm assigns its resource and relates to its environment and achieves corporate
objective in order to generate economic value and keep the firm ahead of its competitors. In
laymen terms it is to determine the nature, strength, direction, and interaction between the
marketing mix-elements and the environmental factors in a particular situation (Li et al 2000).

According to Levie (2006), the aim of the development of an organization’s marketing strategy
development is to establish, build, defend and maintain its competitive advantage. A thorough
analysis of the newest scientific articles on strategic management and organisational behaviour
indicates that 71% of them analyse company performance as a dependent variable, 12% of them
analyse it as an independent variable while 11% of the studies analyse performance as a
dependent as well as an independent variable (March and Sutton1997).

Munuera & Rodriguez in 1998, explains Marketing Strategy as “A methodology of analysis

which pretends the knowledge of customers needs and the forecast of potential options (ours and
competitors) in order to gain competitive advantage in a long term (sustainable) and defendable”.

McDonald in 1999,”the term ‘marketing strategy’ reflects the company’s best opinion as to how
it can most profitably apply its skills and resources to the market place . It is inevitable broad in
scope. Marketing strategies are the means by which a company achieves its markeing objectives
and are usually concerned with the 4 P’s”.

3
1.3 OBJECTIVES OF THE STUDY

➢ To study the significance of different marketing strategies.

➢ To study its limitations, controversies and how company manage the demand.
➢ To study the SWOT analysis of Triumph motorcycles ltd and Kawasaki motors.
➢ To study the promotional techniques of Triumph Motorcycles ltd and Kawasaki Motors.
➢ To study the impact of marketing strategies of Triumph Motorcycles ltd and Kawasaki
Motors.
➢ To show how Triumph Motorcycles Ltd. marketing strategy is better than Kawasaki Motors
➢ The questionnaire helped me to come up with the result showing the preference of Triumph
Motorcycles Ltd over Kawasaki Motors by the consumers due to the various marketing and
business strategy differences.

4
1.4 NEED FOR THE STUDY

The need for this report was to find out the significance of different marketing strategies. It is
prepared to find out the taste and preference of the customers so that companies can prepare the
product according to the taste and preferences of the customers . In this report, it is discussed
about motorcycle company. It is prepared to find out which company motorcycle people prefer .
Its need is to find ount what people want in their motorcycles that is what kind of features people
want to see .

5
1.5 RESEARCH METHODOLOGY

The method that can be used for the study of the project are of two types:

▪ PRIMARY DATA
▪ SECONDARY DATA

1. Primary Data : Data which is collected from first hand experience is known as Primary Data.
It is more authentic, accurate, reliable and objective.

2. Secondary Data : Data which is collected from a source that is already published in many
media , sites is known as Secondary Data.

In this research, primary section a questionnaire relating to different topics was prepared making
general perceptions on how people think to about Triumph Motorcycles Ltd and Kawasaki
Motors.

The Secondary Data has been collected from reports published on websites, newspapers,
journals, etc. This information from the secondary data will help up to find out the various
Marketing and Promotional strategies through comparative analysis. It will help us to find out
who uses the best technique to reach out to its customers , their pros and cons. We are competing
here two Biggest Motorcycle companies in order to come out with a result showing how
Triumph Motorcycles Ltd’s strategy is preferred over Kawasaki Motor’s strategy.

6
1.6 LIMITATIONS OF THE STUDY

In every project report, there is some or the other type of limitation which affects the accuracy of
work. In this project report, some of the limitations that were faced are as follows :-

1. Limited time for the completion of project.

2. In depth analysis of the project was time consuming

3. Had to go through a lot stress to get the results

4. Editing process was satiating

5. Limited information in internet (not up to mark)

6. Had to visit a lot of sites, consultation from teachers and parents

7. Difficulty in determining the root cause of the behaviour.

8. “IN THE BOX” thinking.

9. Many information not available in websites.

10. Confidentiality of some topics.

11. Inappropriate training to researchers can lead to misapprehension of questions to be asked for
Data collection.

7
1.7 CHAPTER PLANNING

The chapter planning of this research study has been performed in the following ways:

Chapter Number 1: Introduction – Provides a basic introduction to the topic of the study. It has
six divisions which discuss the background, objective of the study, as well as lists the research
methodology employed and limitations upheld.

Chapter Number 2: Conceptual Framework – This chapter includes theory definitions of all the
necessary terms and concepts used in the study. It also provides National and International
scenarios.

Chapter Number 3: Presentation of Data, Analysis and Findings – This chapter includes SWOT
analysis and interpretation of all statistical tools employed to understand the various nuances of
the topic.

Chapter Number 4: Conclusion and Recommendations – This chapter explains the conclusions
derived from the study and include my recommendations.

Bibliography and References – All textbook, periodical, journals, and website that helped with
the research of the topic is listed here. Every attempt has been made to not leave any work.

Annexure – The sample survey form used to collect data from the participants of this study.

8
 CHAPTER – 2
CONCEPTUAL FRAMEWORK / NATIONAL AND
INTERNATIONAL SCENARIO

2.1 CONCEPTUAL FRAMEWORK

Marketing can be mainly defined into two concept viz, traditional concept and modern concept.
In traditional concept, marketing can be defined as the process by which goods and services are
exchanged and theirs values are determined in terms of money prices. Whereas in modern
concept, the whole marketing concept is done according to the customer satisfaction. It is merely
a physical transfer of goods. It is the process discovering of and translating consumer needs into
products and services and then helping them to enjoy more of these products. Hence we can see
that marketing is the essence of business and it is a total approach of consumer need, wants and
desire. It is an economic and integrated process through which goods and services are
distributed. Marketing helps us to know about nature, type, preferences, etc. about the market
according to which the producers produce goods and supplies them to the public. It also provides
the customers with information about the products present in the market. Later according to
which the customers buys its own choice of goods.

In order to achieve the marketing objective, every business enterprises prepare a marketing plan.
This marketing plan includes elements which are together known as marketing mix. This
marketing mix includes 4p’s and 4c’s. The 4P’s includes product mix, price mix, promotion mix
and place mix. Whereas the 4C’s include customer, cost, communication and convenience. The
4P’s are directly related to 4C’s as 4P’s are according to producers and the 4C’s are according to
customers. This is so because the products are produced according to customer preference.Here
product mix means the planning contents of the product. Place mix involves distributing the
product in right place at right time. Price mix includes pricing of the product according to the
quality, size, and demand in the market. The last one is the promotion mix which involves
personal and impersonal communication with potential buyers with the information of the
product through persuasion and influencing the customers.

This is the most vital part of marketing as this helps in increasing the sales of the product in the
market. Promotion not only helps in increasing demand for new products but also helps in
stimulating the demand of old products. Some of the promotion strategies are personal selling,
advertising, publicity and sales promotion.

9
Hence from the above explanations we can see that both marketing and promotion is interrelated
to each other. While making strategies for marketing promotional activities plays a vital part.
Again the success of the strategies in marketing mostly depends on the how the promotional
activities are implemented. Both are correlated to each other as the success of marketing and
promotion helps in increasing the sales of the product leading to earning of profit of producers.

From the above concepts we can derive that both marketing and promotional strategy help in the
selling process of a product. We can also say that both are also interrelated to each other. Both of
its strategies are planned and made keeping in mind the public preferences.

10
2.2 INDUSTRY PROFILE
The Automotive Industry is comprised primarily of the world’s largest passenger automobile and
light truck manufacturers. Through broad dealership networks, most members of the industry sell
vehicles in the global market, covering developed and emerging countries. Automotive
manufacturers offer a variety of makes and models, though there tends to be limited brand
integration at the marketing, advertising, and dealership levels. The bulk of these companies
operate production facilities in multiple geographic regions.

Automobile manufacturers are subject to the demands of a vast international pool of customers.
Economic conditions affect overall industry sales. Thus, showrooms will often have sports,
economy, family, and luxury cars on hand to meet customers’ desires. Luxury brands, with their
high quality standards and advanced features, sell at premium prices and carry rich margins. To
assist customers with purchases, and support sales, many companies offer low-rate financing
programs and attractive incentives, such as discounts and cash back. Warranties, covering
defects and repairs, are another means to lure drivers into showrooms.

The auto industry is both capital and labor-intensive. These companies have to manage numerous
costs and expenses associated with facilities, materials, parts, equipment, product development,
and employment. At times, the prices of key raw materials, such as steel, can surge to record
levels, requiring a nimble hedging strategy. Research & development and marketing and
advertising expenses will have a discernable impact on the cost budget, as well. Too, given the
seasonal nature of demand and new product launches, effective working capital management is
crucial in supporting sales and controlling costs and expenses. The cost of labor has a big impact
on competitiveness and profitability.

11
2.3 COMPANY PROFILE

TRIUMPH MOTORCYCLES INDIA LIMITED

Triumph Motorcycles (India) Private Limited is an unlisted private company incorporated on 14

March, 2012. It is classified as a private subsidiary of a foreign copmany and is located in South
West Delhi, Delhi. It's authorized share capital is INR 40.00 cr and the total paid-up capital is
INR 37.18 cr.

Triumph Motorcycles (India)'s operating revenues range is INR 1 cr - 100 cr for the financial
year ending on 31 March, 2019. It's EBITDA has increased by 9.13 % over the previous year. At
the same time, it's book networth has decreased by -120.82 %. The current status of Triumph
Motorcycles (India) Private Limited is - Active.

The last reported AGM (Annual General Meeting) of Triumph Motorcycles (India) Private
Limited was held on 10 December, 2020.

The Company offers motorcycles such as roadsters, supersports, adventure, touring, classics,
cruisers, related clothing, and accessories.

Over the last 12 months, Triumph India has had about 20% market share in the Indian superbike
sub-segment, but now with a ‘volume product’ in its portfolio (the Trident), Farooq said the
company targets 30% market share over the next six months.

Future Strategy

The current de-growth is a mix of genuine lack of demand in the market and deferment in the
purchase decision as of now. There is also a general shift in customer preference and buying
behaviour along with uncertainty in emission norms and electric vehicle (EV) plans. Triumph’s
future product strategy is focused on delivering the most suitable engine platforms for the
changing landscape of customer needs, and we see a Triumph electric powertrain as a significant
requirement alongside their signature twin and triple-cylinder engines. As part of their electric
motorcycle initiative, Project Triumph TE-1 represents an exciting collaboration that will
provide valuable input to their future line-up.

Project Triumph TE-1 is one part of Triumph’s electric motorcycle strategy, focused on
delivering what riders want and expect from their Triumph. Given the emphasis, the government
is putting on emissions norms and electric vehicle (EV), I’m sure the infrastructure will also be
set-up that will be needed for making India a truly EV pro country.

12
INDIA KAWASAKI MOTORS PRIVATE LIMITED

India Kawasaki Motors Pvt. Ltd. is a subsidiary of Kawasaki Heavy Industries Limited, Japan.
The Indian journey of Kawasaki began in 2009 with the launch of Ninja 650 and Ninja 250.

On 1st July 2010, India Kawasaki Motors Pvt. Ltd. (IKM) was incorporated to enter the Indian
Super Bike Market. Further from July 2013, IKM started assembly of Z250, Ninja 300, Ninja
650, ER-6N, and Versys 650 motorcycles at its plant located in the premises of its Indian partner,
while the functions such as marketing, sales and after-sales services were taken care by
Kawasaki’s Indian partner.

From September 2013, IKM also started marketing / distribution / after-sales service of Super
Sports Bikes viz. Ninja ZX-14R, Ninja ZX-10R, Ninja 1000, Z1000, Z800 through its own
dealers located in major cities in India. Off-Road Bikes such as KLX110, KLX140 were also
introduced in Indian market.

The successful alliance with Indian partner for sales and after-sales service of its motorcycles
ceased with effect from April 01, 2017. This will strengthen and promote Kawasaki brand
experience to customers in conjunction with Kawasaki Global Marketing.

New Plant

IKM established its new plant in Chakan, Pune, Maharashtra in July 2017.Operations from the
new plant commenced from September 2017.The new plant was established to speed up the
process of constructing its independent sales and after-service network and steadily built up the
framework required for the two-wheeler industry in India. Ninja 1000 became the first
motorcycle to get assembled in the new plant of IKM. In the plant, currently Ninja 300, Ninja
400, Ninja 650, Z650, Versys 650, Vulcan S, Ninja ZX-6R, Ninja 1000, Ninja ZX-10R, and
Versys 1000 are assembled. Currently, IKM sells 27 models in its 30 dealerships across the
country.

R & D Centre

Also, IKM have expanded building and established R&D center which is separated from mass
production workshop in January 2018. Now more than 30 engineers are working in R&D center
and proceeding the development of new model which is suitable for Indian market requirement
and regulation.

13
2.4 NATIONAL SCENARIO

Currently in India, the national economy and marketplace are undergoing rapid changes and
transformation. A large number of reasons could be attributed to these changes. One of the
reasons in these changes in the Indian Market Scenario is Globalization, and the subsequent and
resulting explosive growth of global trade and the international competition.

The other reason for these changes in the Indian Market Scenario is the technological change.
This is an important factor because the technological competitiveness is making, not only the
Indian market, but also the global marketplace cutthroat.

In the Indian Marketing Scenario, the market success goes to those companies that are best
matched to the current environmental imperatives. Those companies that can deliver what the
people want and can delight the Indian customers are the market leaders.

Today the companies are operating in such a marketplace where survival of the fittest is the law.
In order to win, the companies are coming out with various new and evolving strategies because
the Indian market is also changing very fast. It is to capture the Indian market, that the Indian and
the Multi National National Companies Companies are using all of their resources resources.

The Indian market is no longer a sellers market. The winner is the one who provides value for
money. A large number of companies have huge idle capacities, as they have wrongly calculated
the market size and installed huge capacities. This has further contributed to converting the
Indian market into a buyers market.

14
2.5 INTERNATIONAL SCENARIO
“Think Globally, Act Globally”, is today’s business rule. The world is changing and the
marketing styles have also changed. Business has attained a global scope today. Because of the
rapid technological advancements in communication opportunities, it wouldn’t be wrong to say
that today’s generation actually lives in a global village. Communicating with someone has just
remained a click faraway. Consequently, businesses and consumers now have access to services
and products from throughout the world. International automobile marketing and multilingual
website marketing are the buzzwords today.

No specific route is available for competing at international levels. The international marketing
strategy developed by today’s global organizations is determined by the kinds of services and
products provided by them, international experience, growth aspirations and market targeted. In
today’s era of globalization, the market targeted is the entire world community. This requires
detailed research and analysis of foreign markets and their customer preferences. By adopting an
international marketing strategy common to all markets, you are taking a wise yet risky decision.
The decision is risky because you would be required to make all the possible amendments in
your strategy for suiting expectations of various foreign countries and its customer base but by
adopting a common strategy you avoid all the hassles of multi domestic approach which involves
adopting unique strategies for particular markets. This is the reason why international automobile
marketing has developed so rapidly.

Firms which are involved in the business of international automobile marketing have a huge
market capitalization. Although the percentage sales on the internet form a very small portion of
the total sales of a global organization but by seeing the trend of last couple of years, things will
definitely tilt highly in the favour of it very soon. Globalization has led to the homogenization of
consumption patterns and tastes and hence, by adopting multilingual marketing, firms can cater
to the needs of their customers in their own local language worldwide without even having to
change their marketing strategy. By adopting a common international marketing strategy for
customers worldwide, organizations can also achieve economies of scale through multilingual
marketing if that is what their aim is.

The cultural differences between the perceptions of customers from two different countries are
solved by employing multilingual advertising.

15
 CHAPTER – 3
ANALYSIS AND FINDINGS
3.1 COMPARATIVE STUDY

In this chapter the results of the data analysis are presented. A questionnaire was prepared to find
out which motorcycle company people prefers the most. The questionnaire plays a number of
important roles. Its primary purpose is to facilitate the extraction of data from a respondent. It
offers efficiencies to researchers, they are easier to analyse and are usually quicker to administer
and ask. This is a questionnaire is about comparison between Triumph Motorcycles ltd and
Kawasaki Motors, consisting of 16 questions which was surveyed by 51 people.

16
 SWOT ANALYSIS

Strengths in the SWOT analysis of Triumph Motorcycles Ltd.

Strong dealer community – It has built a culture among distributor & dealers where the dealers
not only promote company’s products but also invest in training the sales team to explain to the
customer how he/she can extract the maximum benefits out of the products.

Superb Performance in New Markets – Triumph Group has built expertise at entering new
markets and making success of them. The expansion has helped the organization to build new
revenue stream and diversify the economic cycle risk in the markets it operates in.

Successful track record of developing new products – product innovation.

Strong distribution network – Over the years Triumph Group has built a reliable distribution
network that can reach majority of its potential market.

Strong Brand Portfolio – Over the years Triumph Group has invested in building a strong brand
portfolio. The SWOT analysis of Triumph Group just underlines this fact. This brand portfolio
can be extremely useful if the organization wants to expand into new product categories.

Weakness in the SWOT analysis of Triumph Motorcycles Ltd.

Organization structure is only compatible with present business model thus limiting expansion in
adjacent product segments.

Financial planning is not done properly and efficiently. The current asset ratio and liquid asset
ratios suggest that the company can use the cash more efficiently than what it is doing at present.

The profitability ratio and Net Contribution % of Triumph Group are below the industry average.

Not very good at product demand forecasting leading to higher rate of missed opportunities
compare to its competitors. One of the reason why the days inventory is high compare to its
competitors is that Triumph Group is not very good at demand forecasting thus end up keeping
higher inventory both in-house and in channel.

17
Opportunities in the SWOT analysis of Triumph Motorcycles Ltd.

The new technology provides an opportunity to Triumph Group to practices differentiated

pricing strategy in the new market. It will enable the firm to maintain its loyal customers with
great service and lure new customers through other value oriented propositions.

The market development will lead to dilution of competitor’s advantage and enable Triumph
Group to increase its competitiveness compare to the other competitors.

Lower inflation rate – The low inflation rate bring more stability in the market, enable credit at
lower interest rate to the customers of Triumph Group.

Government green drive also opens an opportunity for procurement of Triumph Group products
by the state as well as federal government contractors.

Threats in the SWOT analysis of Triumph Motorcycles Ltd.

Rising raw material can pose a threat to the Triumph Group profitability.

Increasing trend toward isolationism in the American economy can lead to similar reaction from
other government thus negatively impacting the international sales.

New technologies developed by the competitor or market disruptor could be a serious threat to
the industry in medium to long term future.

No regular supply of innovative products – Over the years the company has developed numerous
products but those are often response to the development by other players. Secondly the supply
of new products is not regular thus leading to high and low swings in the sales number over
period of time.

Intense competition – Stable profitability has increased the number of players in the industry
over last two years which has put downward pressure on not only profitability but also on overall
sales.

18
Strengths in the SWOT analysis of Kawasaki motors

Distinguishing features: Kawasaki bikes have a list of features that clearly delineates them from
other brands.Some of these features include Kawasaki valve control system, the steel tubular
Trellis frame, the L-Twin engine and the powerful noise of the power unit. Each of these makes
every Kawasaki a unique experience.

High-Quality Standards: One of the main reasons of the strong brand name of Kawasaki
Motors is due to its high-quality standards. Kawasaki Motors emphasises on providing best
quality to its customers.

Strong Brand Name: Kawasaki Motors has created a strong brand identity in the market and has
been able to gain credibility in the market from its customers. Kawasaki Motors is has made itself a cult
brand and is desired by many.

Innovation: Kawasaki Motors has been high on innovation and has a lot of firsts to its credit.The
company has always tried to stay in tune with the latest trends in styling, performance and fuel
efficiency, while also being conscious about developing environmentally friendly vehicles that strictly
adhere to compliance norms.

Weakness in the SWOT analysis of Kawasaki motors

An extensive network of partners: Kawasaki has a huge network of partners, suppliers, and after-
sales service centers and it becomes a challenge to manage this wide network of connections and
synergy is also low since these are spread across the globe.

The high cost of spares and raw materials: Kawasaki uses the most advanced technology in its
motorcycles and this requires the use of specific material and spares. The spare parts of the bikes
are not easily available and this is known to create service delays.

Low Mileage: Kawasaki produces large volume cylinder bikes (high CC) which have more
capability to burn more amounts of air and fuel and thus they give low mileage as compared to
low CC bikes.

19
Opportunities in the SWOT analysis of Kawasaki motors

New technologies: With more cities trying to be smart and technologies like the Internet of
Things, interconnected devices, autonomous vehicle. There will be demand for innovative
vehicle and driving options and this may create new segments for vehicle businesses.

Market potential: Research indicates that India is going to be the biggest market in the world
for two-wheelers, with a market size of 48,000 units per day. This is going to be a
huge opportunity for two-wheeler companies.

Change of trends: The growing number of dual-income households, the increase in the need for
smarter vehicle options to beat the crowded city roads, and growth in rural infrastructure are all
trends that will result in a surge in two-wheeler sales.

Growing demand for driving safety: Though two-wheelers are commonplace in the market
low power bikes are perceived to be relatively less safe than the powered ones. This would mean
that there is a shift in demand for low priced motorcycles to superbikes like Kawasaki more
because of driving comfort and road safety.

Threats in the SWOT analysis of Kawasaki motors

Competition: The company faces a lot of competition from brands such Harley Davidson,
Yamaha, Suzuki, Honda, and Ducati.

A threat of substitutes: Superbikes often cost as much as luxury cars and in certain cases even
more. Thus customers may prefer to invest the money in a car which is safer and simpler to use.
Thus the bikes face the threat of substitution from luxury car brands.

Technology: Some of the emerging technology areas like robot-driven cars, alternate energy
vehicles, interconnected traffic and safety systems may affect the sale of two-wheelers since
these are more adapted towards bigger vehicles. Moreover, people may start preferring four-
wheelers due to safety reasons as well.

20
3.2 FINDINGS FROM THE SURVEY
AGE:

Age Group Percentage Number of Responses

Below 18 0% 0
18-24 39.2% 20
25-30 25.5% 13
31-40 9.8% 5
Above 40 25.5% 13
Grand Total 100% 51

From the above data we analyse that out of the total of 51 respondents, a majority of 20
respondents (39.2%) belong to the age category of 18-24 years, 13 respondents (25.5%) are
between the age group of 40+ years,13 respondents (25.5%) are between the age group of 25 - 30
years,and a minority of 5 respondents (9.8%) are of the age group of 31 - 40 years.

21
GENDER:

Gender PERCENTAGE Number of Responses

Female 15.7% 8
Male 84.3% 43
Grand total 100% 51

The above data represents the gender of all the respondents who took the survey. From the Pie
Chart we analyse that out of the total of 51 respondents, 43 (84.3%) are Male and 8 (15.7%) are
Female respondents.

22
OWING A MOTORCYCLE:

Owing a motorcycle PERCENTAGE Number of Responses

Yes 62.7% 32
No 33.3% 17
May be 4% 2
Grand total 100% 51

From the abobe chart and table we can analyse that 32 respondents own a motorcycles, 17
respondents does not own a motorcycles and 2 respondents might be owing a motorcycle.

23
PREFERENCE:

PREFERNCE PERCENTAGE Number of Responses

Triumph motorcycles ltd. 37.3% 19
Kawasaki Motors 17.6% 9
Others 45.1% 23
Grand Total 100% 51

From the above table and chart we can analyse that 19 respondents out of 51 prefer to have
Triumph Motorcycles, 9 out of 51 respondents prefer to have Kawasaki Motors and the rest 23
respondents prefer to have other company motorcycles.

24
ENGINE SIZE:

Engine size PERCENTAGE Number of Responses

Less than 250 cc 19.6% 10
250cc -500cc 51% 26
Above 500 cc 29.4% 15
Grand Total 100% 51

From the above table and pie chart we can analyse that majority of 26 respondents prefer to have
motorcycles having engine size of 250cc – 500cc, 15 respondents prefer to have motorcycles
with engine size of above 500cc and minority of 10 respondents prefer to have less than 250 cc
engine size bike.

25
BETTER MOTOR CYCLE:

Better Motorcycles PERCENTAGE Number of Responses

Triumph Motorcycles Ltd 60.8% 31
Kawasaki Motors 39.2% 20
Grand Total 100% 51

From the above data we can analyse that motorcycles of Triumph is better than Kawasaki
motors. As we can see 31 of the respondents like Triumph Motorcycles Ltd and only
20Respondents think that Kawasaki Motors is better.

26
MARKETING CAMPEIGNS:

Marketing Campeigns PERCENTAGE Number of Responses

Triumph Motorcycles ltd 58.8% 30
Kawasaki Motors 41.2% 21
Grand Total 100% 51

From the above acquired data we see that out of 51 respondents 30 (58.8%) respondents prefer
Triumph marketing campeigns while 21 (41.2%) respondents prefer Kawasaki Motors marketing
campeigns.

27
SERVICE:

Servive PERCENTAGE Number of Responses

Triumph motorcycles ltd 58.8% 30
Kawasaki Motors 41.2% 21
Grand Total 100% 51

From the above data we can analyse that 30 respondents feels that the service provide by
Triumph is better than Kawasaki Motors . only 21 respondents feel that Kawasaki motors service
is better.

28
ADVERTISEMENTS:

Advertisements PERCENTAGE Number of Responses

Triumph Motorcycles Ltd 66.7% 34
Kawasaki Motors 33.3% 17
Grand Total 100% 51

From the above table and pie chart we can analyse that Triumph Motorcycles advertisements is
more appealing to customers than Kawasaki Motors. 34 (66.7%) respondents think that Triumph
advertisement are more appealing and 17 (33.3%) respondents think that Kawasaki
advertisement is more appealing.

29
BEST MOTORCYCLES:

Best Motorcycles PERCENTAGE Number of Responses

Triumph Motorcycles Ltd 66.7% 34
Kawasaki Motors 33.3% 17
Grand Total 100% 51

From the above table and pie chart we can analyse that34 (66.7%) respondents think that the
quality of motorcycles of Triumph Motorcycles is better, whereas 17 (33.3%) respondents think
that the quality of motorcycles of Kawasaki Motors is better.

30
BETTER OFFERS:

Better Offers PERCENTAGE Number of Responses

Triumph Motorcycles ltd 66.7% 34
Kawasaki Motors 33.3% 17
Grand Total 100% 51

From the above chart we can analyse that 34 (66.7%) respondents feels that Triumph
Motorcycles Ltd provide more offers to its customer to attract them, whereas 17 (33.3%)
respondents feel that Kawasaki Motors provide them better offers.

31
AFTER SALES SERVICE:

After sales service PERCENTAGE Number of Responses

Triumph motorcycles ltd 68.6% 35
Kawasaki Motors 31.4% 16
Grand Total 100% 51

From the above table and pie chart we can analyse that 35 (68.6%) respondents says that after
sale service of Triumph Motorcycles is better as compared to 16 (31.4%) respondents say that
Kawasaki after sale service is better.

32
KIND OF MOTORCYCLES:

Kind of Motorcycles PERCENTAGE Number of Responses

Sports bike 51% 26
Adventure bike 23.5% 12
Crusier bike 9.8% 5
Daily commuter bike 15.7% 8
Grand Total 100% 51

From the above table and pie chart we can analyse that majority of 26 (51%) respondents like to
have sports bike, 12 (23.5%) respondents like to have adventure bike , 8 (15.7%) respondents
like to have daily commuter bike and minority of 5 (9.8%) respondents like to have crusier
bikes.

33
VALUE FOR MONEY:

Value for money PERCENTAGE Number of responses

Triumph Motorcycles ltd 68.6% 35
Kawasaki Motors 31.4% 16
Grand Total 100% 51

From the above acquired data we can analyse that 35 (68.6%) respondents think that owing a
Triumph motorcycles is value for money and the rest 16 (31.4%) respondents think that owing a
Kawasaki motorcycles is value for money.

34
CURRENT PANDEMIC MEASURES:

Current pandemic measures PERCENTAGE Number of Responses

Triumph Motorcycle ltd 56.9% 29
Kawasaki Motors 43.1% 22
Grand Total 100% 51

During the current pandemic everyone is taking measures to keep themselves and people around
them safe. By these survey we can see that this otorcycles company has also taken measures and
provided facility to their customers. 29 respondents feel that triumph has taken safety measures
whereas 22 respondents feel that Kawasaki Motors have taken necessary safety measures.

35
OVERALL REVIEW:

Overall Review PERCENTAGE Number of Responses

Triumph Motorcycles Ltd 58.8% 30
Kawasaki Motors 41.2% 21
Grand Total 100% 51

From the above survey conducted we can overall determine that out of the 51 respondents 30
(58.8%) respondents feels that the marketing strategy of Triumph Motorcycles Ltd is better than
that of Kawasaki Motors.

36
 CHAPTER – 4
CONCLUSION AND RECOMMENDATIONS

4.1 CONCLUSION:
When it comes to overall Triumph motorcycles takes the care with greater brand recall as far as
motorcycles are concerned with most of the mention surrounding motorcycles had them as a
brand mentioned over Kawasaki motors. It is necessary to conclude that currently the automobile
industry is experiencing growth. The production and distribution of Motorcycles in India and
other countries with cheap workforce have increased significantly. However, the automobile
industry has some problems that require implementation of joint efforts, e.g. environmental,
economic problems and technological concerns. The analysis of the automobile industry shows
that it is possible to strengthen its growth at the global level. The knowledge of markets should
be improved and strong brands should be built to adapt to the changing environment. Because of
the large number of players in the automobile industry, the increased competition is the
challenge for the industry. Besides, constant fluctuations of fuel prices lead to changes in the
prices of Motorcycles. Local governments’ regulations affect the industry in some way.
According to the survey most of the respondents where of 18 years to 24 years so both the
company should produce motorcycles according to their customer. It was also seen that most
prefer other companies so Triumph and Kawasaki motors must try to provide features which
customers prefer. Through the survey we came to know about peoples taste that what kind , type
and features they want in their motorcycles .

37
4.2 RECOMMENDATIONS

Recommendation For Triumph Motorcycles Ltd

A. Try to attract more number of customers by better offers and facilities

B. Should focus on low budget customers

C. To open more showrooms at different places

D. Try to improve services so that customers get attracted

Recommendation For Kawasaki Motors

A. Try to improve the service and after sales service

B. To bring more options of motorcycle of different engine size to its customer

C. To focus more on advertising so that more people come to know about the company

D. To do more R & D about the market so that they come to know the taste of customers

E. To provide better offers to customer so that they can be attracted

38
 BIBLIOGRAPHY

1. https://www.essay48.com/term-paper/13212-Triumph-Group-Swot-Analysis

2. https://www.ipl.org/essay/Swot-Analysis-Of-Kawasaki-Motorbikes-PJSTAYC3XU

3. https://www.referenceforbusiness.com/history2/83/Triumph-Motorcycles-Ltd.html

4. https://www.referenceforbusiness.com/history2/89/Kawasaki-Heavy-Industries-Ltd.html

5. https://www.investopedia.com/terms/m/marketing.asp

39
 ANNEXURE

Q1. Name

Q2. Age

o Below 18
o 18 – 24
o 25 – 30
o 31 – 40
o Above 40

Q3. Gender

o Female
o Male
o Prefer not to say

Q4. Do you own a motorcycle?

o Yes
o No
o May be

Q5. Which of the following motorcycle company do you prefer?

o Triumph Motorcycles Ltd.

o Kawasaki Motors
o Others

Q6. What’s the engine size do you prefer?

o Less than 250CC

o 250CC – 500CC
o ABOVE 500CC

Q7. Which company motocycle do you think is better?

o Triumphs Motorcycles Ltd

o Kawasaki Motors

40
Q8. Which company’s marketing policy is better?

o Triumph Motorcycles Ltd

o Kawasaki Motors

Q9. Whose service is better?

o Triumph Motorcycle Ltd

o Kawasaki Motors

Q10. Whose advertisements are more appealing?

o Triumph Motorcycles Ltd

o Kawasaki Motors

Q11. Who provides you the best in motorcycles?

o Triumph Motorcycles Ltd

o Kawasaki Motors

Q12. Which company gives discount and other offers to attract customers?

o Triumph Motorcycles Ltd

o Kawasaki Motors

Q13. Who provides better after sales service to customers?

o Triumph Motorcycles Ltd

o Kawasaki Motors

Q14. What kind of motorcycles do you prefer?

o Crusier
o Sports bike
o Adventure bike
o Daily commuter bike

Q15. Which one do you think is best regarding price – quality?

o Triumph Motorcycles Ltd

o Kawasaki Motors

41
Q16. During the current pandemic of covid’19 which motorcycle company has taken
precautions for their customers?

o Triumph Motorcycles Ltd

o Kawasaki Motors

Q17. Best motorcycle company overall?

o Triumph Motorcycles Ltd

o Kawasaki Motors

42