ISO-8859-1__Busniess Plan Hawk Moped

ISO-8859-1__Busniess Plan Hawk Moped - PRATIKMEHTA TYBMS...

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PRATIK MEHTA TYBMS -53 MITHIBAI COLLEGE pratik_mehta7@yahoo.co.in Executive Summary For the purpose of this project, we have chosen the two-wheeler industry. We plan to manufacture and sell mopeds in the semi- urban and rural areas of selected districts in Maharashtra. We assume that there is no player of mopeds in the rural market and hence we will have the first-mover advantage. But this also means that we will have to create awareness of the concept of a moped. This will be done through our promotion strategy. We have assumed ourselves to be Bajaj Auto Ltd. Being a major player in the Indian 2-wheeler industry; we have the required resources to launch the moped successfully in the Indian rural market. Also, since we are already into the business of a similar product, we know and recognize the pulse of the Indian customer, urban, as well as rural. We plan to call our moped ‘HAWK’. It will have a 4-stroke 75 CC Diesel Engine with a maximum of 5bhp @ 5500 RPM. This extra power will be useful for it in the rural market for the various uses the rural customers will find for it. We will have additional features suited to the rural markets and also special accessories that will help the customer get the most out of his moped. It will be a true ‘Value-for-money’ product and will be available in varied colours suited to the rural market. We have chosen to launch HAWK in Maharashtra. We have 2 manufacturing plants already in Maharashtra and we plan to launch it only in a select few districts in Maharashtra, which are near to our plant.
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Our Target Market is the semi-urban and rural customer whose income is in the range of Rs.25,000 – 77,000 per annum and age group is 18 – 40 years. We plan to sell HAWK on the basis of the following points: Moped is cheaper than a bike. A Diesel-run moped will be more economical than a petrol- run moped Under-utilisation of the high capacity bikes in rural areas. More Status-for-Money Easy to learn, ride and economical. The marketing strategy that we have decided to follow is as follows: The pricing will be at Rs.15,000 per HAWK for the base model without any accessories. The price, being a major determinant of the buying decision, has to be reasonable and justifiable by the features in order to be able to sell successfully. We will also provide credit financing schemes to the customers whereby they can get a HAWK for as less as Rs.999 (down-payment) and an EMI of Rs.825 for the next 18 months. The distribution of HAWK will be managed mostly by the existing Bajaj dealer network. There is a network of 30 dealers in Maharashtra. We will be developing a new system of sub-dealers over a period of time. We will also use intermediary agents like mechanics and petrol pump owners to help increase the awareness about HAWK. Going by the urban industry trend and the rural customer buying
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This note was uploaded on 05/21/2010 for the course MARKETING 107 taught by Professor Vivian during the Spring '10 term at SCA NC.

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ISO-8859-1__Busniess Plan Hawk Moped - PRATIKMEHTA TYBMS...

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