TI cycle case analysis
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Contents
TI CYCLES: NEW PRODUCT STRATEGY
INTRODUCTION
Company Overview
TI Cycles was established by the Murugappa Group in the year 1949, in collaboration with Tube Investments, UK. The first Hercules bicycle rolled out in 1951. Three more brands were added to the portfolio - Phillips in 1959, BSA in 1964 and Montra in 2011. Today, TI Cycles is the leader in the ‘specials’ segment. It has a network of around 1,500 primary dealers and 10,000 secondary dealers.
TI Cycles has the capacity to manufacture 4 million cycles a year at 3 plants across India - Chennai in the South, Nasik in the West and Noida in the North. This is supported by 4 zonal offices and 4 warehouses across the country.
The first MTB, the first geared bike, the first Shox model, the first girls’ bike, the first kids’ bike, the first light roadster and the first carbon frame bike were all introduced by TI Cycles.
TI Cycles has introduced BSA Hercules exclusive stores, which have revolutionised the bicycle outlet in India. A one-stop premium shop for all bicycling and fitness requirements.
Living up to its dynamic vision of going beyond just bicycles, TI Cycles has also made a foray into Fitness and Infants under the brands of BSA Workouts and BSA Toddlers respectively.
Competitors of TI Cycles:
TI cycle faced competition both in the domestic and the international market. In the domestic market the main competitors were Hero, Atlas and Avon. Internationally it faced competition from the Chinese market due to their low cost production.
The sales of various players in the industry in different categories of bicycles in 1996-1997
(Figures in # 000s)
Types of Cycles
Company
TI
Hero
Atlas
Avon
Total
Total Bicycles
1605
4210
1996
968
8780
Standards
787
3437
1685
745
6654
Specials
818
773
311
223
2126
Of Specials
SLRs
317
103
38
17
475
MTBs
240
223
60
59
582
Kids
107
165
36
71
379
Juveniles
149
276
175
76
675
ISSUES The company faced a number of issues through the years.
Stagnant sales
Contents
TI CYCLES: NEW PRODUCT STRATEGY
INTRODUCTION
Company Overview
TI Cycles was established by the Murugappa Group in the year 1949, in collaboration with Tube Investments, UK. The first Hercules bicycle rolled out in 1951. Three more brands were added to the portfolio - Phillips in 1959, BSA in 1964 and Montra in 2011. Today, TI Cycles is the leader in the ‘specials’ segment. It has a network of around 1,500 primary dealers and 10,000 secondary dealers.
TI Cycles has the capacity to manufacture 4 million cycles a year at 3 plants across India - Chennai in the South, Nasik in the West and Noida in the North. This is supported by 4 zonal offices and 4 warehouses across the country.
The first MTB, the first geared bike, the first Shox model, the first girls’ bike, the first kids’ bike, the first light roadster and the first carbon frame bike were all introduced by TI Cycles.
TI Cycles has introduced BSA Hercules exclusive stores, which have revolutionised the bicycle outlet in India. A one-stop premium shop for all bicycling and fitness requirements.
Living up to its dynamic vision of going beyond just bicycles, TI Cycles has also made a foray into Fitness and Infants under the brands of BSA Workouts and BSA Toddlers respectively.
Competitors of TI Cycles:
TI cycle faced competition both in the domestic and the international market. In the domestic market the main competitors were Hero, Atlas and Avon. Internationally it faced competition from the Chinese market due to their low cost production.
The sales of various players in the industry in different categories of bicycles in 1996-1997
(Figures in # 000s)
Types of Cycles
Company
TI
Hero
Atlas
Avon
Total
Total Bicycles
1605
4210
1996
968
8780
Standards
787
3437
1685
745
6654
Specials
818
773
311
223
2126
Of Specials
SLRs
317
103
38
17
475
MTBs
240
223
60
59
582
Kids
107
165
36
71
379
Juveniles
149
276
175
76
675
ISSUES The company faced a number of issues through the years.
Stagnant sales