market analysis of atlas cycles

7/23/2019 Market Analysis of Atlas Cycles

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PROJECT REPORT

ON

MARKET ANALYSIS OF ATLAS CYCLES

SUBMITTED IN PARTIAL FULFILLMENT FOR THE

AWARD OF THE

DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION

2011-14

UNDER THE GUIDANCE OF: SUBMITTED BY:

Raji Jai! A"#i$#%& S'ija

0()(1101*11

Maharaja Agrasen Institute of Management Studies

A++i,ia%. / G'' G/"i!. Si!# I!.aa$#a U!i%$i3 D%,#i

PSP A%a P,/ N/5 1 S%6/ 22 R/#i!i D%,#i 11007(


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CERTIFICATE OF APPRO8AL

This is to certif that the !roject tit"ed #MARKET ANALYSIS OF ATLAS CYCLES$ is an

academic %or& done ' (A'hishe& Su&hija) su'mitted in the !artia" fu"fi"ment of the

re*uirement for the a%ard of the degree of +ache"or Of +usiness Administration from Maharaja

Agarsen Institute of Management Studies, -e"hi, under m guidance . direction/ To the 'est of

m &no%"edge and 'e"ief the data . information !resented ' him0her in the !roject has not 'een

su'mitted ear"ier/

M5 RAJI8 JAIN

ASSISTANT PROFESSOR


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STUDENT DECLARATION

This is to certif that I ha1e com!"eted the 2roject tit"ed) MARKET ANALYSIS OF ATLAS

CYCLES ) under the guidance of (Mr/ Raji1 3ain) in !artia" fu"fi"ment of the re*uirement for the

a%ard of degree of +ache"or of +usiness Administration at Maharaja Agrasen Institute of

Management Studies, -e"hi/ This is an origina" !iece of %or& . I ha1e not su'mitted it ear"ier

e"se%here/

ABHISHE9 SU9HIJA


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AC9NOWLEDGEMENT

A!art from the efforts of me, the success of an !roject de!ends "arge" on the encouragement

and guide"ines of man others/ I ta&e this o!!ortunit to e4!ress m gratitude to the !eo!"e %ho

ha1e 'een instrumenta" in the successfu" com!"etion of this !roject/

A s!ecia" note of Than& goes to -r/ /N/K Ka&&ar for his guidance %hi"e undergoing this !roject/

I %ou"d "i&e to sho% m greatest a!!reciation to Mr/ Raji1 3ain/ than& ou %on$t 'e enough for

his tremendous su!!ort and he"!/ I fee" moti1ated and encouraged e1er time I attend his

meeting/ 5ithout his encouragement and guidance this !roject %ou"d not ha1e 'een materia"i6ed/

The guidance and su!!ort recei1ed from a"" the mem'ers %ho contri'uted to this !roject, %as

1ita" for the success of the !roject/ I am gratefu" for their constant su!!ort and he"!/

ABHISHE9 SU9HIJA


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EECUTI8E SUMMARY

The !roject entit"ed #MARKET ANALYSIS OF ATLAS CYCLES$ inc"udes !rofi"e of at"as

cc"es, its mar&et share in 'icc"e industr , other com!etitors in 'ic"e industr/ A"" the data and

information a'out the com!an is co""ected from secondar sources/ ATLAS CYCLES %as set

u! "ong 'ac& in 7897 since then it has 'een a "eading manufacturer . e4!orter of 'icc"es/ This

stud thro%s "ight on the ana"sis of ATLAS CYCLES %ith its com!etitors in terms of

mar&eting strategies and ad1ertising cam!aigns underta&en ' these com!anies/ -uring the stud

I o'ser1ed some !ro'"ems that %ere a hindrance for ATLAS CYCLES/ ATLAS CYCLE$S reach

in the Rura" Mar&et is %ea& 'ecause of its distri'ution channe"/ The +icc"e Industr in India

had its genesis in 78:8/ "ong after the esta'"ishment of the industr in the 5estern countries

%hen ;ind Cc"es Ltd/ nit %hich %as set

u! at a'out the same time %as ;industan +icc"e Cor!oration at 2atna/ +oth of these units

manufactured most of the com!onents for 'icc"es, 'arring fe% items "i&e tres . tu'es, free%hee"s, chains and 'a""s/

Toda, the com!an e4!orts its !roducts across fi1e continents and ?9 countries of 1aried

destinations, geogra!hica", socia" and c"imatic conditions, !utting formida'"e cha""enge to

"eading 'icc"es manufacturers in the %or"d/


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More than 8@ !er cent of the 'icc"e !roduction in India comes from four 'icc"e com!anies/

Major !"aers %ith their !er cent share in this sector are ;ero Cc"es :9, At"as Cc"es B, TI

Cc"es 7? and A1on 79/ ;ero Cc"es has gro%n to 'ecome the %or"d$s "argest 'icc"e ma&er

fo""o%ed ' At"as Cc"es/

-omestic success "ed to internationa" acc"aim/ Toda, At"as Cc"es as %e"" as com!onents are

e4!orted to o1er :9 countries, among them ad1anced countries "i&e Ita", ;o""and, >,K// 3a!an

and Austra"ia/

TABLE OF CONTENTS

STUDENT;S DECLARATION i

CERTIFICATE FROM THE GUIDE ii

AC9NOWLEDGEMENTS iii

EECUTI8E SUMMARY i

CHAPTER 1 -I!/.'6i/! 1

7/7 2ur!ose of stud

7/B Research O'jecti1es

7/: Research Methodo"og Of the Stud

7/:/7 Research Method

7/:/B -ata Source

7/:/: Limitations

7/:/ Literature Re1ie%


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CHAPTER 2 - A"/' #% /a!i$ai/! - Fi!.i!$ ? a!a,3$i$ 2*

CHAPTER 4 - S'%$i/!$ >(

CHAPTER ) - C/!6,'$i/! ? Li=iai/! >@

Bi",i/a#3 B

CHAPTER 1- INTRODUCTION


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151 P'/$% /+ $'.3

The main !ur!ose of this stud is to stud the mar&et ana"sis of at"as cc"es in cc"e industr

152 R%$%a6# /"j%6i% /+ #% $'.3:

Pi=a3 O"j%6i%:

1/ To find out the mar&et share of the At"as Cc"es/

B/ To e4!"ore its !roduct range and com!are at"as cc"e %ith its com!etitors/

S%6/!.a3 O"j%6i%:

To stud the factors that inf"uences the Customer +uing +eha1iour/

15> RESEARCH METHODOLOGY OF THE STUDY


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15>51 RESEARCH METHOD

Research methodo"og is a %a to sstematica"" so"1e the research !ro'"em/ Research

methodo"og constitutes of research methods, se"ection criterion of research methods, used in

conte4t of research stud and e4!"anation of using of a !articu"ar method or techni*ue so that

research resu"ts are ca!a'"e of 'eing e1a"uated either ' researcher himse"f or ' others/ 5h a

research stud has 'een underta&en, ho% the research !ro'"em has 'een formu"ated, %h data

ha1e 'een co""ected and %hat !articu"ar techni*ue of ana"6ing data has 'een used and a 'est of

simi"ar other *uestion are usua"" ans%ered %hen %e ta"& of Research methodo"og concerning a

research !ro'"em or stud/ The main aim of research is to find out the truth %hich is hidden and

%hich has not 'een disco1ered as et/

15>52 DATA SOURCE

The data can 'e co""ected from t%o sources, i/e/ 2rimar and Secondar/

PRIMARY DATA:2rimar research entai"s the use of immediate data in determining the sur1i1a" of the mar&et/ The

!o!u"ar %as to co""ect !rimar data consist of sur1es, inter1ie%s and focus grou!s, %hich

sho%s that direct re"ationshi! 'et%een !otentia" customers and the com!anies/

SECONDARY DATA: 5here as secondar research is a means to re!rocess and reuse co""ected information as an

indication for 'etterments of the ser1ice or !roduct/ +oth !rimar and secondar data are usefu"

for 'usinesses 'ut 'oth ma differ from each other in 1arious as!ects/I ha1e co""ected entire data of this !roject from SECON-ARY SO>RCES "i&e %e'sites, 'oo&s,

ne%s!a!ers and maga6ines/


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15>5> LIMITATIONS

7/-ue to %ide s!read information of the data, the sco!e of !roject 'ecomes 1er %ide/

B/ A"" the matter has 'een co""ected through secondar sourcesD hence, the errors might ha1e

cre!t in/

:/ i1en the time constraints, a"" the information cou"d not 'e gathered/

15>54 LITERATURE RE8IEW

Mar&eting is the acti1it set of institutions, and !rocesses for creating, communicating,

de"i1ering, and e4changing offerings that ha1e 1a"ue for customers, c"ients, !artners, and societ

at "arge

For 'usiness to consumer mar&eting it is the !rocess ' %hich com!anies create 1a"ue for

customers and 'ui"d strong customer re"ationshi!s, in order to ca!ture 1a"ue from customers in

return/ For 'usiness to 'usiness mar&eting it is creating 1a"ue, so"utions, and re"ationshi!s either

short term or "ong term %ith a com!an or 'rand/ It generates the strateg that under"ies sa"es

techni*ues, 'usiness communication, and 'usiness de1e"o!ments/ It is an integrated !rocess


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through %hich com!anies 'ui"d strong customer re"ationshi!s and create 1a"ue for their

customers and for themse"1es/

Mar&eting is used to identif the customer,satisf the customer, and &ee! the customer/ 5ith the

customer as the focus of its acti1ities, mar&eting managementis one of the major com!onents

of'usiness management/ Mar&eting e1o"1ed to meet the stasis in de1e"o!ing ne% mar&ets

caused ' mature mar&etsand o1erca!acitiesin the "ast BG: centuries/ The ado!tion of mar&eting

strategies re*uires 'usinesses to shift their focus from!roductionto the !ercei1ed needs and

%ants of their customers as the means of staing!rofita'"e/

and %ants of consumer satisf these more effecti1e" than com!etitors/

2romotion
http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Customer


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2romotion is the mar&eting term used to descri'e a"" mar&eting communications acti1ities and

inc"udes !ersona" se""ing, sa"es !romotion, !u'"ic re"ations, direct mar&eting, trade fairs and

e4hi'itions, ad1ertising and s!onsorshi!/ 2romotion needs to 'e !recise" coordinated and

integrated into the 'usinesses g"o'a" communications message, and this is ca""ed Integrated

Mar&eting Communications


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2romotiona" mi4 refers to the communication of 1arious !romotiona" too"s used ' a 'usiness

firm to create, maintain . increase demand/ It in1o"1es an a!!ro!riate integration of ad1ertising,

sa"es !romotion, !u'"ic re"ations, direct mar&eting/

The 4 P$ /+ =a&%i! a% /.'6 i6% ,a6% a!. /=/i/! / A"" four of these e"ements

com'ine to ma&e a successfu" mar&eting strateg/ 2romotion "oo&s to communicate the

com!an$s message across to the consumer/ The four main too"s of !romotion are ad1ertising,

sa"es !romotion, !u'"ic re"ation and direct mar&eting/

The e"ements of the !romotions mi4 are

2ersona" Se""ing/

Sa"es 2romotion/

2u'"ic Re"ations/

-irect Mai"/

Trade Fairs and E4hi'itions/

Ad1ertising/

S!onsorshi!/

And a"so on"ine !romotions/


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The e"ements of the !romotions mi4 are integrated to form a coherent cam!aign/ As %ith a""

forms of communication, the message from the mar&eter fo""o%s the Hcommunications !rocessH as

i""ustrated a'o1e/ For e4am!"e, a radio ad1ert is made for a car manufacturer/ The car

manufacturer


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Sa"es !romotions tend to 'e thought of as 'eing a"" !romotions a!art from ad1ertising, !ersona"

se""ing, and !u'"ic re"ations/ For e4am!"e the +OOF !romotion, or +u One et One Free/

Others inc"ude cou!oning, moneGoff !romotions, com!etitions, free accessories 5 P'",i6 R%,ai/!$ PR5

2u'"ic Re"ations is defined as Hthe de"i'erate, !"anned and sustained effort to esta'"ish and

maintain mutua" understanding 'et%een an organi6ation and its !u'"icsH


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The mai"ing "ist needs to 'e &e!t u!GtoGdate, and often forms the 'asis of on"ine Customer

Re"ationshi! Management


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ne%s"etters %hich are targeted using eGmai" and mai"ing "ists, %hich is a form of direct

mar&eting/


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CHAPTER -2

A"/' #% Oa!iai/! < C/=a!3

P/+i,%

251 ABOUT THE CYCLE INDUSTRY

Indian Industr has made significant !rogress and the 8@s ha1e %itnessed a ne% era of industria"

gro%th/ A *uantum "ea! in industria" out!ut has 'een accom!anied ' a ne% accent on modern

techno"og/ Large in1estments %ith foreign !artici!ation in the infra structura" de1e"o!ment and

other industries, such as automo'i"es, !etrochemica"s, food !rocessing, engineering and an

inf"o% of funds from nonGresident Indians ha1e continuous" acce"erated the !ace of e4!ansion/The economic reforms !rocess, no% under%a, attem!ts to mo1e the econom from a contro""ed

regime to mar&et econom "eading to com!etiti1e en1ironment/ The !o"ic a"so !ro1ides

incenti1e for e4!anding e4!ort oriented industries and encouraging the inf"o% of foreign ca!ita"/

A"" these de1e"o!ments signa" o!timism a'out the economHs !otentia" for reaching ne% heights/

+icc"es . Com!onents Industr in India is ha1ing a !romising future considering the si6e of the


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countr and gro%ing en1ironmenta" ha6ard/ The Industr, ho%e1er, has 'een tring to &ee! !ace

%ith state of the art techno"og/ Indian com!anies ha1e !ro1ided technica" &no%Gho% to 1arious

de1e"o!ing countries to set u! +icc"e manufacturing units, and can render simi"ar assistance to

other de1e"o!ing countries/ Indian com!anies are e4!orting not on" traditiona" Roadster

cc"es to de1e"o!ing countries 'ut ha1e a"so started e4!orting ne% mode"s of +icc"es %ith "atest

design to de1e"o!ed countries in the %or"d/

The +icc"e Industr in India had its genesis in 78:8/ "ong after the esta'"ishment of the industr

in the 5estern countries %hen ;ind Cc"es Ltd/ nit %hich %as set u! at a'out the same time %as ;industan +icc"e Cor!oration at

2atna/ +oth of these units manufactured most of the com!onents for 'icc"es, 'arring fe% items

"i&e tres . tu'es, free %hee"s, chains and 'a""s/

In 788, Sen Ra"eigh rou! of India set u! a !"ant at Asanso"


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STRENGTHS

The Indian 'icc"e industr is a"most entire" se"fGsufficient, %ith more than 89 of 'icc"e

com!onents su!!"ied from domestic sources/ It a"so o'tains most of its ra% materia"s, such as

stee" tu'es, from %ithin the countr/

It concentrates on !roducing a sim!"e, chea!, and rather o"dGfashioned roadster mode"/ The

cou"d 'e seen as a de"i'erate attem!t to satisf the 'asic trans!ortation needs of the "ess aff"uent

segment of the !o!u"ation/ The industr is ca!a'"e of !roducing roadster mode" at high"

com!etiti1e 2rice/

It has made minima" use of foreign techno"og, creating or ada!ting most of the techno"og it

em!"os and em!hasi6ing "a'ourGintensi1e !roduction techni*ues/

A"though it !rocures a su'stantia" 1o"ume of its com!onents from a "arge num'er of sma""

!roducers, fina" !roduction is strong" concentrated/

More than 8@ of its e4!orts are directed to%ards other de1e"o!ing countries %here the 'asic

trans!ortation needs of "arge num'ers of "ess aff"uent !eo!"e are far from 'eing satisfied/

India has 'een eminent" successfu" in entering into joint 1enture and "icensing agreements for

the !roduction of 'icc"es and com!onents in man de1e"o!ing countries/ This 'rea&through

might 'e attri'uted to the fact that India offers a techno"og a!!ro!riate to the needs of man

de1e"o!ing countries/

The domestic mar&et is far from saturated/ The re!"acement mar&et a"one is "i&e" to generate

annua" sa"es of : mi""ion 'icc"es in the near future, The "eisure mar&et is just 'eginning to 'e

ta!!ed/

;igh" s&i""ed entre!reneuria" communit ca!a'"e of ada!ting to an en1ironment %ith


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remar&a'"e resi"ience/

Lo% "a'our cost and reasona'"e *ua"it0!rice mi4, This 'ecomes crucia" as in "o% end segment

'uer "oo&ing for re"ia'"e *ua"it at afforda'"e !rice, cost accounts for ?@ to 8@ of

com!etiti1eness/

Concentration of industr in Ludhiana ma&es it !ossi'"e to 'enefit from co""ecti1e efficienc

arising out of !oo" of s&i""s a1ai"a'i"it, s!ecia"i6ed su!!"iers and attracting 'uers 'esides

!ossi'i"ities of joint action to underta&e co""ecti1e faci"it "i&e customs c"earance/

Large num'ers of su!!"ier at same !"ace ha1e 'een instrumenta" in "o% cost infrastructure and

jusGin time de"i1eries/

The sma""0tin units in 'icc"e !arts industr ha1e mastered the art of manufacturing a

com!rehensi1e range com!onents %hich are sturd, re"ia'"e for 'oth OEM and re!"acement

mar&et/

Industr has e1o"1ed a sstem of using efficient and sim!"e techno"ogies/ The c"ose integration

of manufacturers of degera" !arts has ensured that each and e1er !ortion of the 'asic ra%

materia" e/g/, stee" is usedG%aste generated in one acti1it 'ecomes in!ut for some other !art/

+esides minimi6ing the %aste, this has resu"ted in 'etter !rice uti"i6ation/

Indian 'icc"e industr has achie1ed a certain "e1e" of !roduct *ua"it standard under

com!etiti1e !rice !arameters, %hich ma&es im!orts of com!ara'"e Chinese, or other foreign

made !roducts uneconomica" at !resent/ An e"a'orate sstem of dea"ers0su' dea"ers has 'een setu! o1er the ears/ These dea"ers assem'"e the 'icc"es ma&ing it !ossi'"e for com!anies to

dis!atch cc"e units in CK- form and sa1e on cost/ Such an arrangement is difficu"t to du!"icate

and gi1en the !o!u"arit of Indian 'rands and "ac& of an %e""G&no%n internationa" 'rand of

'icc"e in that !rice categor acts as a significant entr 'arrier for im!orts from other "o% cost

countries "i&e China/ 5ith the a1ai"a'i"it of s!are !arts a"" o1er the countr at 1er reasona'"e


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!rices, it %i"" 'e difficu"t for an foreign !"aer to match that ad1antage/

Some of the units ha1e de1e"o!ed techno"ogica", ca!a'i"ities and *ua"it re!utation to 'e a

g"o'a" sourcing center/ For instance, Continenta" A of erman %i"" source its tre

re*uirements for g"o'a" mar&et from Metro Tres in Ludhiana/

Man of the Cc"e entre!reneurs are a%are of the emerging g"o'a" cha""enges and are in the

!rocess of "e1eraging and u!grading their units ' underta&ing 1a"ue addition, instituting cost

cutting measures and setting u! %e'sites/

The >nited Cc"es . 2arts Manufacturing Association C2MA= is organi6ing a 1irtua"

e4hi'ition on Internet as a !art of its u!gradation mission/ The on"ine e4hi'ition %i"" a"so

features a 1irtua" 'uerGse""er meet/

WEA9NESSES

The Indian share in the g"o'a" 'icc"e 'usiness is around one !ercent, this too is in the "o% cost

and "o% *ua"it !roducts/ For !roducing higher end 'icc"e for g"o'a" and domestic mar&et, there

is need for o1era"" im!ro1ement in 1endor 'ase as %e"" as in the 'asic infrastructure and

reso"ution of "ogistic issues/

The Indian Industr, ho%e1er, recogni6es that the *ua"it of its 'icc"es has to 'e im!ro1ed in

order to increase its com!etiti1eness in foreign mar&ets/ >!gradation of techno"og and *ua"it

has to ': 'ui"t in e1er !art, e1er dimension of 'icc"e %ithin this conte4t, o!!ortunities for

foreign co""a'oration e4ists, a"though main" for the !roduction of certain t!es of com!onents/

The 'asic mechanica" s&i"" of entre!reneurs is 'etter suited to co!0ada!t rather than de1e"o!


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ne% techno"ogies/ There is a need to !ro1ide techno"ogica" su!!ort in the form of de1e"o!ing and

ma&ing a1ai"a'"e su!erior techno"ogies through inno1ati1e R.- efforts/

-ue to "ac& of de1e"o!ment of ne% mode"s and use of 'etter and "ight%eight materia" such as

A"uminium a""o, India is "eft 'ehind in de1e"o!ed mar&ets, %hich are "argest im!orters of

'icc"e and com!onents/

There are too man tin units, most of them nut and 'o"t sho!s o!erating %ith "o%Gend o'so"ete

machiner resu"ting in deterioration of the com!onent/

E4ce!t for a'out 79@ units e4c"uding "arger units, other sma""0tin units do not ha1e com!uter

faci"ities and this digita" di1ide can further e4c"ude them from emerging !ossi'i"ities of eG

commerce

It is un"i&e" that SMEs %i"" co""a'orate in !roduct de1e"o!ment since each firm %i"" see this as

a s!ecific com!etiti1e ad1antage/ This e4!"ains the secreti1e nature of sma"" units and "ac&"uster

!erformance of 1arious eGcommerce initiati1es/

OPPORTUNITIES

Enormous !otentia" to o!erate in a g"o'a" mar&et, though cha""enges of *ua"it, cost de"i1er are

e*ua"" "arge/


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erman %i"" source its tre re*uirements for g"o'a" mar&et from Metro Tres in Ludhiana/

Man of the Cc"e entre!reneurs are a%are or the emerging g"o'a" cha""enges and are in the

!rocess of "e1eraging and u!grading their units ' underta&ing 1a"ue addition, instituting cost

cutting measures and setting u! %e'sites/

The >nited Cc"e . 2arts Manufacturing Association C2MA= is organi6ing a 1irtua"

e4hi'ition on Internet as a !art of its u!gradation mission/ The on"ine e4hi'ition %i"" a"so feather

a 1irtua" 'uerGse""er meet/

C/=a!3 P/+i,%

INTRODUCTION TO

COMPANY


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ATLAS CYCLES(HARYANA) LTD.

A,a$: A J/'!%3 /+ A6#i%%=%!$

Man had a dream .To provide quality bicycles to his countrymen at

reasonable prices. The man was Late Shri Janki Das Kapur. The dream : tlas

!ycles "ndustries Ltd.

A modest 'eginning in an im!ro1ised shed at Sone!at/ This %as transformed into a B9 acre

factor com!"e4 in a record !eriod of 7B months/


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In the 1er first ear of o!eration 7B@@@ At"as Cc"es ro""ed out of the !"ant/ Soon, the first

consignment of At"as Cc"es %as sent o1erseas/ At"as has since then e4!orted to o1er :9

countries/

+ 789, At"as had emerged as IndiaHs "argest Cc"es manufacturer/ reater demand, higher

!roduction and e1erGe4!anding mar&ets made At"as a name to rec&on %ith/

It %as time for acco"ades/ At"as %as !resented %ith the FICCI A%ard for H+est Industria"

Re"ationsH/ At"asH gro%ing im!ortance in the internationa" arena did not go unnoticed either/

Ita"Hs o"d Mercur Internationa" A%ard %as conferred on At"as/ Su'se*uent", At a"so recei1ed

the !restigious EE2C A%ard for e4!ort e4ce""ence for the ear 78?OG?7 and se1era" times "ater

on/

The inno1ations and the constant *uest for !erfection continued/ At"as o"d"ine %as an instant

success a"" o1er the countr/ Then came the Funf"eet range of s!orts 'i&es %hich too& the mar&et

' storm/ The racer 'i&e of internationa" c"ass, At"as 2roG7@, %as the ne% 'reed of Cc"es to ro""

out of the At"as !"ant/

The honour of 'eing a!!ointed officia" su!!"ier of 'icc"es to the IthAsiad, at -e"hi, added

another feather to At"asH ca!/ 5ith gro%ing demand for its !roducts came the need for achie1ing

se"fGsufficienc in s!ecia"i6ed 'icc"es com!onents/

To meet its entire stee" tu'e re*uirements the At"as Stee" Tu'e mi"" %as set u! at urgaon/

Not on" %as de!endence on e4terna" su!!"iers 'ro&en 'ut the stringent *ua"it contro"s,

snonmous %ith At"as, cou"d 'e maintained/

The frontiers &e!t e4!anding/ A second Cc"es !"ant at Sahi'a'ad raised the !roduction ca!acit

to meet e1er gro%ing demand/

At At"as this is a !rocess that ne1er seems to sto!/ An At"as Cc"es to suit e1er indi1idua" taste

and re*uirement/The dream of one man fift ears ago/ The dream continues/ To c"oc& ne%

records, ne% inno1ations, ne% 1entures/


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T#% P#i,/$/#3 "%#i!. A,a$ C36,%$

To face the cha""enges of g"o'a" com!etition, a thrust on *ua"it and constant inno1ation has

'een an integra" !art of the !hi"oso!h of At"as/ This stress on detai" has resu"ted in At"as ta&ing

a !roud !"ace amongst the %e"" &no%n 'rands in the %or"d/

-omestic success "ed to internationa" acc"aim/ Toda, At"as Cc"es as %e"" as com!onents are

e4!orted to o1er :9 countries, among them ad1anced countries "i&e Ita", ;o""and, >,K// 3a!an

and Austra"ia/

Recogni6ed as "eaders of the 'icc"es %or"d, it %as the ne4t ste! for At"as to start e4!orting

e4!ertise, "ending &no%Gho%, and setting u! 'icc"es !"ants in se1era" countries/

A com!an ins!ired ' grit and nurtured ' the %i"" to e4ce"/ At"as Cc"es Industries Ltd/ is

toda racing a"ong in the fast trac& of success

A,a$ C36,%$ R?D U!i

At"as Cc"es


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Ma!'+a6'i! ?I!+a$'6'%

A,a$: W/,. C,a$$ T%6#!/,/3

Automated hiGtechno"og machines at At"asH continuous" u!dated !"ants ensure !recision

engineering, o!timum a!!"ication of man!o%er, and o'taining 1a"ue of time/ Accurac is

determined to the sma""est detai"/

Pua"it Contro"

-edication to *ua"it is the un%ritten code at At"as/ E1er At"as Cc"es undergoes a series of

uncom!romising *ua"it contro" tests 'efore ta&ing to the roads/ Indi1idua" !arts of e1er Cc"es

are chec&ed for *ua"it, endurance and road%orthiness/

Research . -e1e"o!ment

At"as s!ends a si6ea'"e amount of mone e1er ear on research and de1e"o!ment acti1ities

aimed at im!ro1ing the !roduct design, o'taining materia" o!timisation, im!ro1ing surface

finishing methods as %e"" as 'etter hand"ing and !ac&ing techni*ues/

At"as is the on" com!"ete 'icc"es !roducing unit in India to ha1e 'eer accorded recognition for

its inGhouse Research ./ -e1e"o!ment unit ' theQ o1ernment of India/

Ma&% S'.3


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At"as Cc"es is one of the three "argest 'icc"es manufacturer in the countr/ It is current"

e4!orting its 'icc"es to ?9 countries across the g"o'e/ This has 'een !ossi'"e due to its "arge

!roduction ca!acit a"ong %ith our inno1ati1e !roduction !rocesses/ At"as constant" u!grade its

o!erations and !roducts to meet the e1er changing re*uirements of the g"o'a" mar&et %ithout

com!romising on the *ua"it and standards of our !roducts/

Its end"ess efforts to e4ceed customer e4!ectations ha1e %on it numerous a%ards for e4!ort

e4ce""ence as %e"" as recognition from the o1t of Ita"/ It continue to forge stronger

re"ationshi!s %ith its c"ients a"" across the g"o'e in its end"ess !ursuit of !roduct e4ce""ence and

re%arding customer re"ations/

-omestic Sa"es

At"as Cc"es


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I!%!ai/!a, Sa,%$

At"as Cc"es


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P%$%!,3 A,a$ C36,%$ Ga,i/ U!i i$ ,//&i! a+% #% i!%!ai/!a,

=a&%$ =%!i/!%. a$ '!.%:

n#ola$uinea%issau

Ma#noliaSouth&rica

ustralia$uinea!onakry

Mo'ambique

Spain

%elarus(on#Kon#

Lithuania Ta)ikistan


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%otswana (un#ary *amibia To#o

%urkina+aso

"taly*ew,ealand

Turkmenistan

!ameroon "vory!oast

*i#eria -nitedKin#dom

!on#o Japan omania -kraine

!'echepublic

Ka'akhstan

ussia -'bekistan

$ambia Liberia Sene#al ,imbabwe

$hana Mali

Sierra

Leone

INTERNATIONAL BUSINESS

O8ER8IEW

Starting e4!orts of +icc"es in 789?, ATLAS has come a "ong %a in the Internationa" Mar&et/ Toda,


33/50

the com!an e4!orts its !roducts across fi1e continents and ?9 countries of 1aried destinations,

geogra!hica", socia" and c"imatic conditions, !utting formida'"e cha""enge to "eading 'icc"es

manufacturers in the %or"d/

This has 'een !ossi'"e due to our "arge !roduction ca!acit a"ong %ith our inno1ati1e !roduction

!rocesses/ 5e constant" u!grade our o!erations and !roducts to meet the e1erGchanging re*uirements

of the g"o'a" mar&et %ithout com!romising on the *ua"it and standards of our !roducts/

Its end"ess efforts to e4ceed customer e4!ectations ha1e %on us numerous a%ards for e4!ort e4ce""ence

as %e"" as recognition from the o1ernment of Ita"/ 5e continue to forge stronger re"ationshi!s %ith

our c"ients a"" across the g"o'e in our end"ess !ursuit of !roduct e4ce""ence and re%arding customer

re"ations/


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C;A2TER G:

Findings and Ana"sis

India is the "argest !roducer of 'icc"es ne4t on" to china/ It 2roduces around 7/B crore

'icc"es e1er earD %ith a"most each da %itnessing ne% designs, co"ours and features/

Toda, the Indian 'icc"e manufacturing and 'icc"e !arts industr is %ide" recogni6ed

for its *ua"it standards in the internationa" mar&et/

India !roduces a!!ro4imate" 7@ of the %or"d annua" 'icc"e !roduction, %hich is

estimated at 7B9 mi""ion units/

E4!orts out of India are "arge" to Africa and the "ess de1e"o!ed economies and

neg"igi'"e to %estern mar&ets/


35/50

The annua" domestic demand of 'icc"es in India is a!!ro4imate" 7@ mi""ion units out of

%hich around B/9 mi""ion units is a go1ernment demand for the 1arious %e"fare schemes

More than 8@ !er cent of the 'icc"e !roduction in India comes from four 'icc"e

com!anies/ Major !"aers %ith their !er cent share in this sector are ;ero Cc"es :9,

At"as Cc"es B, TI Cc"es 7? and A1on 79/ ;ero Cc"es has gro%n to 'ecome the

%or"d$s "argest 'icc"e ma&er fo""o%ed ' At"as Cc"es/

Maj/ ,a3%$ i! #% ./=%$i6 "i636,%

i!.'$3

;ero Cc"esG:9


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ATLASGB

TIG7?

AJONG79


37/50

/01

231

451

401

51

MARKET SHARE

(67 TLS T" 87* 7T(6S

P/.'6$


38/50

ROADSTERS

The Roadster is the common manHs dai" use Cc"es/ Strong and re"ia'"e these 'i&es ha1e 'een

designed %ith an em!hasis on sim!"icit and sturdiness/ Choose from our range of Roadsters for

'oth men and %omen/

FANCY


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LADIES


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It$s range of Ladies Cc"es are e"egant and comforta'"e/ -esigned %ith an ee on st"e and eas

hand"ing, the stand out from the ordinar/ Choose from the 1arious mode"s a1ai"a'"e for a"" age

grou!s/

CHILDREN


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Rugged, co"ourfu" and e4citing, these Chi"dren +i&es ha1e 'een designed &ee!ing in mind safet,

st"e and indi1idua"it/ These 'i&es stand out 'ecause of their co"our and design/

JUNIOR


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The KidHs +i&e Introduced just after the First 5or"d 5ar ' se1era" manufacturers, such as Mead,

Sears Roe'uc&, and Montgomer 5ard, to re1ita"i6e the 'i&e industr


43/50

CHAPTER -4

S'%$i/!$

In order to maintain and increase the sa"es in the cit of D%,#i


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First and foremost At"as shou"d ta&e !ro!er action in order to im!ro1e ser1ice, 'ecause

a"though 'eing on a / $,/in su!!"ies it does not get the sa"es in Cc"es, %hich it shou"d get/

Com!an shou"d use 'rand am'assador %hich attracts each age segment i/e/ sachin

tendu"&ar, 1irat &oh"i,u1raj singh etc/

At"as shou"d gi1e "oca" ad1ertisements a!art from the ad1ertisements gi1en at the nationa"

"e1e"/ Loca" ad1ertisement must mention the e4c"usi1e At"as sho!s of the cit/

Tr and change the !erce!tion of the !eo!"e through /. /+ =/'#a'out At"as in

ad1ertisements, 'ecause the are the 'est source to reach Chi"dren and fami"ies/

Though At"as Cc"es ad1ertisements are rare" sho%n on te"e1ision et man !eo!"e cou"d

reca"" it as !er the data of research/ It sho%s that there is on" need to gi1e ad1ertisement on" to

rememori6e customers/ +ecause At"as is 1er strong 'rand name/

Com!an shou"d "aunch Cc"es in ne% aa6i% a6&i!to change image of At"as Cc"es

in consumers mind/

Com!an shou"d introduce sa"es !romotion schemes "i&e free ser1icing, free accessories ,

contest, free gifts etc/

Youngsters and adu"ts use Cc"es and are consumed "arge" in this segment/


45/50

Ad1ertisement can 'e done %ith the he"! of animations that attracts consumers/ As %e &no%

that A,a$ C36,%$is 1er 'ig organi6ation and mar&et "eader in Cc"es !roducts/ It has ma4imum

mar&et share in its roadster segment %hich is its main0core !roducts/5ith the he"! of research,

com!an can find out its %ea& !oints in its !roduct and can increase its mar&et share through

rectif mista&es/ 2eo!"e ha1e 'e"ie1ed in A,a$;$ /.'6and the can easi" inf"uence its sa"es

if effecti1e actions are ta&en/


46/50

CHAPTER -)

C/!6,'$i/! a!. Li=iai/!

T#% $'.3 %$',%. i!/ +/,,/i! 6/!6,'$i/!$ :

At"as must come u! %ith ne% !romotiona" acti1ities so that !eo!"e 'ecome a%are a'out At"as

Cc"es 1arious segments "i&e AT+$S0MT+$S, C;IL-REN +IKES, ROA-STERS, CITY +IKES

etc


47/50

Pua"it is the dominating as!ect %hich inf"uences consumer to !urchase At"as !roduct, 'ut

!rom!t a1ai"a'i"it of other Cc"es 'rands and aggressi1e !romotiona" acti1ities ' others

inf"uences the consumer to%ards them and a"so "eads to increase sa"es/

In com!arison to At"as Cc"es, the other !"aers such as ;ero cc"es !ro1ide a 'etter a1ai"a'i"it

and gi1e com!etition to the hi"t/

2eo!"e are most" satisfied %ith the o1era"" *ua"it of At"as Cc"es, 'ut for the e4istence in the

"oca" mar&et At"as must use aggressi1e se""ing techni*ues/

LIMITATIONS

At"as cc"es is not a'"e to ca!ture the mar&et share it shou"d ha1e ca!tured . sti"" "ac&s 'ehind ,

ins!ite of ha1ing strong R.- unit and good infrastructure/


48/50

At"as cc"es has not come u! %ith much strong ad1ertising cam!aigns since man ears due to

%hich com!etitor "i&e ;ero cc"es has an edge o1er it %ith greater mar&et share

BIBLIOGRAPHY

B//&$:


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Kot"er 2hi"i! and Armstrong ar,#2rinci!"es of Mar&eting$,7B th edition, B@@?, 2;I Learning

2ri1ate Limited,MG8, Connaught Circus, Ne% -e"hi/

Jarshne. u!ta, (Mar&eting Management,) B@@9, Su"tan Chand . Sons


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Minimum

market analysis of atlas cycles

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