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RESEARCH & ANALYSIS OF MARKETING STRATEGIES OF ATLAS CYCLES VERSUS COMPETITORS”
INDUSTRY GUIDE: SUBMITTED BY: Mr. Rahul Mathur Sanjay Chopra (Sales MBA-IB (2009-2011)
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Roll No. : 0915270094
MANGALMAY INSTITUTE OF MANAGEMANT AND TECHNOLOGY GREATER NOIDA, UTTAR PRADESH
CERTIFICATE OF ORIGIN
This is to certify that Mr. SANJAY CHOPRA, a student of Post Graduate Degree in MBA (2009-2011), Mangalmay Institute of Technology And Management, Greater Noida has worked in the ATLAS CYCLES (SAHIBABAD) LTD., under the able guidance and supervision of Mr. RAHUL MATHUR, designation--Sales Manager, ATLAS CYCLES (SAHIBABAD) LTD. The period for which she was on training was for 8 weeks, starting from 19ND June to 10ND Aug. This Summer Internship report has the requisite standard for the partial fulfillment the Post Graduate Degree in Master in Business Administration. To the best of our knowledge no part of this report has been reproduced from any other report and the contents are based on original research.
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Signature Signature (Faculty Guide) (Student)
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for the constant support and help in the successful completion of my project. RAHUL MATHUR Sales Manager. for her continued guidance and invaluable encouragement. for his able guidance. Sandeep Sharma of my institute. Signature (Student) 4 MIMT SANJAY CHOPRA . for giving me an opportunity to work with them through this summer project. I express my sincere gratitude to my industry guide Mr. continuous support and cooperation throughout my project. I would also like to thank the entire team of Marketing Deptt.ACKNOWLEDGEMENT For every opportunity may God be thanked. Also..” I express my sincere thanks to ATLAS CYCLES (SAHIBABAD) LTD. without which the present work would not have been possible. ATLAS CYCLES (SAHIBABAD) LTD. I am thankful to my faculty guide Mr.
68 lakh numbers during the year 2005-06. Hamilton SANJAY CHOPRA Industries." Robert Cavett – With an annual turnover of more than 12 million bicycles. bicycle spare parts and bicycle accessories. RMI Cycles. Today. The industry has been delicensed and is allowed 100 per cent FDI under automatic approval. The total production of all kinds of bicycles in the organized sector has been 82. India has seen a tremendous increase in the number of bicycle manufacturers and bicycle exporters in the recent past. respectively. Of India.about them and their problems. National Bicycle Corp.06 crore. the Indian bicycle manufacturing and bicycle spares industry is well accepted and is also widely recognized for its quality standards in international markets.68 crore and Rs. of Units in Organized Sector No. . Atlas Cycles. Tube Investments of India.0 EXECUTIVE SUMMARY People don't care how much you know until they know how much you care . of Units in Small Scale Sector Concentrations of Units In India MIMT 4125 674 3451 5 Hero Honda.CHAPTER 1 EXECUTIVE SUMMARY 1. next only to China.111. There is a significant scope for export of Indian bicycles. 20. the bicycle industry is one of the most established industries in India. of Units in Bicycle and parts No. The approximate export and import figures of bicycle for the year 2005-06 are Rs. Total number of units producing Bicycles in India Total No. It has raised the country's position to that of the second largest bicycle manufacturer in the world.
which was the last major innovation of bicycle design until the 1970's. The Indian bicycle industry is currently in the midst of making endeavors for enhanced and increased bicycle exports since the scope for export of Indian manufactured bicycles in the international market is significant. and the dérailleur gears. 6 MIMT SANJAY CHOPRA . while the large scale units are permitted to manufacture bicycle frames. Manufacture and export of complete bicycles falls within the purview of the Organized Sector. spares and bicycle accessories in India. As per public reports the present level of exports falls within the range of Rs. This stress on detail has resulted in Atlas taking a proud place amongst the well known brands in the world. 150 crores. with a chain. are manufactured by the Small Scale Sector (SSIs). To face the challenges of global competition. in France in the 1790's. The years that followed saw the further development of the bicycle with pneumatic tires. invented in England in the early 1880's. bicycle spare parts and bicycle accessories. chains and rims for captive consumption. From fitness and trekking to racing. by Baron Karl von Drais. Bicycles today offer more than just the simple pleasure of cycling. A popular means of transportation in various areas of the world today. a thrust on quality and constant innovation has been an integral part of the philosophy of Atlas.Most bicycle components. sprocket driving rear wheel and equal sized wheels. the bicycle actually evolved from a little wooden horse with a fixed front wheel. This model was improved in Germany in 1817. This includes Bicycles. The model for the modern bike was the "safety bicycle". except for free wheels and single piece bicycle hubs. two and three speed hub gears. bicycles today cover a much broader spectrum of activities than in the days of their predecessors.
7 MIMT SANJAY CHOPRA . it was the next step for Atlas to start exporting expertise. My main objective is to determine the marketing strategies of Atlas Cycles and the competitors and to do the comparative analysis.Domestic success led to international acclaim. A company inspired by grit and nurtured by the will to excel. Atlas cycles as well as components are exported to over 35 countries. Holland. Recognized as leaders of the bicycle world. among them advanced countries like Italy. and target on the potential customers and which model of that segment to follow up and thereby suggesting the company to attack which segment. Japan and Australia. AVON. lending know-how. and setting up bicycle plants in several countries. Today. has been able to a fair market share and is still the leader for the bicycle industry. and many more the ATLAS CYCLES (SAHIBABAD) LTD. Atlas Cycle Industries Ltd.. HAMILTON. Inspite of the fierce competition from TUBE INVESTMENTS. is today racing along in the fast track of success. RMI INDUSTRIES. U. HERO.K.
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9 MIMT SANJAY CHOPRA .Research Methodology PRIMARY OBJECTIVE The main objective of the project is • To study the marketing strategies of Atlas Cycles and to compare them with its competitors for the year 2008-09 SECONDARY OBJECTIVE • To find consumer awareness about various Atlas Cycles brands in the market. • To study the perception of the consumers about Atlas Cycles Brands vis-à-vis other brands. • Forecasting its potential for the upcoming years. • To determine those strategies which can be the potential strength for the industry in the upcoming years and thereby suggesting ways to increase the market share of the company.
ALTERNATE HYPOTHESIS Hypothesis 1 (Ho): Atlas performance in Fancy segment will not help company to obtain No-1 position in the overall bicycle segment. So in the process the company has experienced high degree of fluctuations in their market share.PROBLEM DEFINITION Over the last few years the bicycle segment has undergone a major change which is creating direct impact on potential markets. NULL HYPOTHESIS Hypothesis 1 (H o) : Atlas performance in Fancy segment will eventually help company to obtain No-1 position in the overall bicycle segment. 10 MIMT SANJAY CHOPRA . Hypothesis 2(H o): Atlas provide complete satisfaction and services to its customers.
before more conclusive research is undertaken. or its real scope is as yet unclear. It allows the researcher to familiarize him/herself with the problem or concept to be studied. The outcome is that the findings are followed by further research which has to be concluded.” Explanatory & Conclusive Research As the term suggests. We develop the hypothesis rather than testing it. This type of research design is tentative and the type of research is qualitative in nature. It aims at exploring in order to find out trends and shifts in consumer patronage pattern. It is the initial research. Explanatory research is often conducted because a problem has not been clearly defined as yet.Hypothesis 2(H o): Atlas do not provide complete satisfaction and services to its customers. and perhaps generate hypotheses to be tested. provides insights and comprehension of the problem. data 11 MIMT SANJAY CHOPRA . Explanatory research helps determine the best research design. RESEARCH DESIGN “Research is common parlances refer to a search for knowledge.
or qualitative approaches such as informal discussions with consumers.this is descriptive in nature and here we test the hypothesis which has already been formed in the explanatory research where job is to collect the primary data. Conclusive Research is the type where one tests the hypothesis and comes to a conclusion. The findings are final and used for decision making by the managers. always a very costly endeavor. projective methods. they are not representative of the whole population being studied. Although the results of qualitative research can give some indication as to the “why”. consumers are provided either with a written concept or a prototype for a new. In concept testing. This research is concrete and final. Since this research describes the market characteristics or phenomenon etc . In other words. employees. and more formal approaches through in-depth interviews. revised or repositioned product. the results can neither be generalized. The results of explanatory research are not usually useful for decision-making by themselves. service or strategy. management or competitors. and sometimes it even concludes that the problem does not exist! Another common reason for conducting explanatory research is to test concepts before they are put in the marketplace. “how” and “when” something occurs. relying on secondary research such as reviewing available literature and/or data. The type is qualitative in nature. it cannot tell us “how often” or “how many”.collection method and selection of subjects. but they can provide significant insight into a given situation. Explanatory research can be quite informal. case studies or pilot studies. 12 MIMT SANJAY CHOPRA . focus groups.
13 MIMT SANJAY CHOPRA . the already developed hypothesis is tested with the help of sampling and statistical tools and a conclusion is arrived at. In the first part of the research.. The study was restricted to Noida. and Ghaziabad regions only keeping in mind convenience to sample because of accessibility lack of abundance of time and cost and because of the fact that the population of these cities is composed of people of diverse background income level etc. primary data has been collected from the market and then a hypothesis has been formulated based on the data.The research that has been undertaken here is a combination of explanatory and conclusive research. It is the process of obtaining information about an entire population by examining only a part of it in which generalizations or influences are drawn on the samples about the parameters of populations from which the samples are taken. the sample were chosen on the basis of convenience sampling. In the second part. Sample design Sampling may be designed as the selection of some part of an aggregate or totality on the basis of which judgment or interference about the aggregate or totality is made. Sahibabad.
The sample size taken for the purpose of study is 100. their marketing strategies and along with it the directly proportional Atlas Cycle. For this purpose customers were contacted at their working places and homes. a company which is making its presence in the international markets. SCOPE OF THE STUDY 1) By undertaking this project we shall be able to understand the total Bicycle Industry. 14 MIMT SANJAY CHOPRA . 2) How much is the market potential of the Atlas Company 3) How the company has to diversify itself and its strategies for the new Business opportunity in this sector.
LIMITATIONS OF THE PROJECT 1) The survey was restricted to Noida. some graphs have to be further explained and clarified using the annexure. So we can’t verify the extent the data is true and whether it has been put on the net by satisfying all the criteria which should be done before putting it on net. 3) All the data has been collected from the net. Therefore the generality of the findings cannot be claimed until further research has been carried out. 5) The respondents are chosen through convenience. 6) It is also pretty hard to pursue customers and retailers to share their findings as they are in hurry so possibility of bias of the respondents may not be precluded. which being a little cumbersome. 4) The situation in which person is questioned about routine action is an artificial one at best due to the influence of questioning process. Gaziabad and Sahibabad because of time and resource constraints. 15 MIMT SANJAY CHOPRA . 7) The Software used for data analysis is SPSS . respondents may furnish quite different from facts. 2) The location of study was selected keeping the convenience factor in mind.
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the Indian Bicycle Industry is booming increasingly competitive. Consumer markets today are witnessing change at a rapidly not seen before and offer new opportunities and challenges. Consumer aspirations are fast changing. Leading bicycle makers like Atlas Cycles are endeavoring to blend the traditional and the modern by offering affordable bicycles for all age groups across various categories. bicycle makers have to bring out newer models at affordable rates to cater to changing customer tastes at regular intervals. Advertising and promotion have become a necessity to stay ahead in the 17 MIMT SANJAY CHOPRA .CRITICAL REVIEW OF LITERATURE With changing consumer preferences. Even the age-old sturdy roadster models are being given a new look in a range of colors. To stay competitive and growing.
Celebrities have been signed on as brand ambassadors to help in establishing an emotional connection with customers. an extra sturdy bicycle for the masses in the roadster segment. Atlas Cycles has always taken lead and acted as a change agent in Indian panorama. Noted film star Sunil Shetty. Atlas cycles. the brand ambassador for Atlas roadster range of bicycle features in the launch advertisement campaign of Samrat. In the last 18 MIMT SANJAY CHOPRA . the unique feature of Samrat is its center pull brake system along with heavier side stands. for instance. In present Scenario. Especially designed for Orissa. These features will give added support to the rider and help withstand adverse weather conditions and would have increased longevity. an extra coat of paint and extra strong tyres.market. Upto the decades of eighties leather saddle was liked and used in many of the Indian states. markets. has launched Samrat.P. North Bihar and U.
Sonepat has been participating and representing in United Nations Organisation at different platforms of CleanerProduction. which is normally a mode of conveyance for consumer. Hit badly by increase in price rise of steel and raw material. Global Compact. initially it met with resistance but by today PVC saddle top almost substituted leather saddle effectively. Though. At the point of shrinking time the late President of Atlas Cycles Mr B D Kapur took lead and introduced PVC saddle top as substitute of leather.decade’s availability of leather started seriously affecting bicycle sale adversely. Atlas Cycles is highly proactive towards environment conservation & preservation. etc to raise Indian bicycle industries concerns at international level. The market growth in cycle industry is seeing an all time low in recent times. 19 MIMT SANJAY CHOPRA . Atlas Cycles. it has become difficult for masses to cope with general price increase in Roadster segment.
Hence in future. Atlas is also planning to diversify into other FMCG products for which talks are in advance stages for international tie ups. 20 MIMT SANJAY CHOPRA . would also focus to gain momentum. Atlas is also looking forward for ‘backward integration’ for its steel tube plant based in Gurgaon and has plans to enter other allied field of bicycles.Keeping in view the changing trend the company is reviewing its approach to consolidate its position in the fancy/sports segment of bicycles. The expansion is aimed to be a Multiproduct Company. Atlas apart from efforts to bring its turnover to 600 crore by March 2007. The research & development of Atlas is working to cope up for this big shift from roadster to fancy segment. With major globalization taking place. This has been done keeping in mind the radical change the bicycle industry is going through. 6-10 years and 12-15 years of kids and youth respectively. The series is to targeted towards age group of 3-5 years. work on fiscal consolidation & doubling growth prospect in next two years.
In addition to the above. Inferno. & Jr). the children’s bicycle segment has also shown upward trends in terms of sales and popularity. . Double impact. The newer fancy bicycle segment has also managed to create a strong presence in the market with a high growth rate of over 15%.Velocity. Tank.8 million for the quarter ended June 2007 from a profit of Rs 3. Pacific(Sr. Dove. Monalisa and Minica.59% growth in net profit to Rs 5.Atlas Cycles Sahibabad registered a 70. Vogue. Formula-I . centre Shox. These include Stud . Nucleus.4 million for the quarter ended June 2006. Swan. Turbo. Spice-G. The opportunities within this segment are tremendous and it is fast becoming one of the key focus areas of bicycle majors. Newer models in arrange of attractive designs and colors catering primarily to middle class youngsters in schools and colleges are being introduced in this segment. Targeted advertising campaigns are also being developed to attract the immediate attention of children. 21 MIMT SANJAY CHOPRA .
With all these changes. The challenge for all of us would be to keep cycling and bicycles firmly in consumer’s minds and consideration set as not just a poor man’s vehicle but as desirable companion for all age groups.Aiming to further increase its presence in the children’s bicycle segment. Atlas Simba. the series includes four models – Atlas Chunmun . The bicycles are available in a host of attractive colors and designs. machinery and distribution channel upgradation with 22 MIMT SANJAY CHOPRA . India’s leading bicycle maker has recently launched its new range of children’s bicycles-Atlas Lil Devils Series. Affordably priced at Rs 1000/.. Fuelled by high levels if media exposure. More dispensable income with the younger population is driving most business. the Industry seems to be coming of age with changing consumer tastes.to 1200/-. Today’s consumers young or old seem to accept change more easily than they previously did. Atlas Crazy Toons and Atlas Beetle. The road ahead is long but with increased focus on R&D . Atlas Cycles (Sahibabad) Ltd.
The future growth drivers: • Higher GDP Growth • Increasing Road Development • Conservation of fuel and money if gasoline prices rise. • Export will continue to be the biggest growth sector. Is also widely recognized for its quality standards in the international market. Indian bicycle industry • • • Is the second largest bicycle producer of the world Is allowed 100 per cent FDI under automatic approval.better image management it won’t be long before India will make a mark for itself in the fancy bicycle segment in the international markets. • Replacement of aging four wheelers 23 MIMT SANJAY CHOPRA .
24 MIMT SANJAY CHOPRA .• Growing concept of second vehicle in urban areas.
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earth-policy. April 2001). world production of bicycles exceeded 101 million units. (Source: Derby Cycle Corporation annual accounts.INDUSTRY AND COMPANY PROFILE INDUSTRY PROFILE The global bicycle industry. parts and accessories. In 2000. The bicycle manufacturing segment of the industry produces approximately 100 million units per annum.org ) 26 MIMT SANJAY CHOPRA . (Source: http://www. is estimated to have total retail sales in excess of $20 billion. 41 million cars were produced worldwide. including bicycles.
Much of the recent growth has been driven by the rise in electric. The world produced an estimated 130 million bicycles in 2007— more than twice the 52 million cars produced. increasing in each of the last six years. beginning its steep climb to 105 million in 1988. with each at nearly 20 million. which has doubled since 2004 to 21 million units in 2007. Bicycle and car production tracked each other closely in the mid-to-late 1960s. bike production has regained steam.As recently as 1965. Bicycle production was 105 million units globally in 2004. a 1. Following a slowdown between 1989 and 2001. since 1970. world production of cars and bikes was essentially the same. or “e-bike” production. Overall. but as of 2003 bike production had climbed to over 100 million per year compared with 42 million cars. but bike output separated sharply from that of cars in 1970.5% increase over 2003 (WorldWatch Institute). bicycle output has nearly 27 MIMT SANJAY CHOPRA .
quadrupled.earth-policy. (Source: http://www. while car production has roughly doubled.org ) 28 MIMT SANJAY CHOPRA .
Census data. as reported at Go Bike Boulder.S. 29 MIMT SANJAY CHOPRA .From 2006 U.
Major companies in this industry are Hero Honda. Nationwide. of India 4125 674 3451 percentage of bike commuters at 3. of Units in Bicycle and parts No.4%.In a survey of larger cities.5 percent. OR had the highest Total No. the share of commuters biking to work in 2006 was 0. 30 MIMT SANJAY CHOPRA . R M I Cycles. of Units in Small Scale sector Concentrations of Units in India Most of the factories manufacturing bicycles and parts are located in Punjab and Tamil Nadu. Portland. Tube Investment of India. National Bicycle Corp. Atlas Cycles. of Units in Organised sector No. Hamilton Industries.
is higher at 40. However. Large industries are permitted to manufacture bicycle frames. which comes under the HS code 8712 and 871491 to 871494.2 per cent. There is no additional duty. This includes 30 per cent basic duty and four per cent special additional duty. in addition to the 30 per cent basic duty and four per cent special additional duty.In the chart. Bicycles and carriages which fall under the codes 8713 attract a total import duty of 35. 31 MIMT SANJAY CHOPRA .61 per cent. This is because of the 16 per cent additional duty imposed on these items. "SOV" means Single Occupant Vehicle. chains and rims for captive consumption only. total import duty on bicycle parts. The bicycle industry is mostly in small scale sector since most of the components parts except free wheels and single piece hubs are reserves for this sector.
4 billion in 2003.0 billion in 2008.6 billion industry in 2009. The recession of 2009 definitely had an impact on bicycle sales 32 MIMT SANJAY CHOPRA .3 billion in 2002. Kerala and J&K. we project the industry at $5. $5.MORE than two out of five Indian households own a bicycle. Maharashtra.1 billion in 2005 (an all-time high). For comparison purposes. $6. That's a total of more than 83 million bicycles on the road. according to research funded by the National Sporting Goods Association. The proportion of households owning a bicycle varies from a high of around 70 per cent for Punjab and UP to a low of around 30 per cent for Goa. $5. A Look at the Bicycle Industry’s Vital Statistics The U. $6.8 billion in 2006. including the retail value of bicycles. bicycle industry was a $5. $5.S. Assuming an average bicycle is made to last for seven years. related parts.0 billion in 2007 and $6. this would mean that replacement demand alone would add up to around 12 million bicycles each year.8 billion in 2004. and accessories through all channels of distribution. Karnataka.
.Bicycle unit sales (for all bicycles. including both the dealer and mass merchant channels are as follows: 33 MIMT SANJAY CHOPRA .with an overall decline approaching 20% from the previous year. wheels and above) for the U. and for those with 20-in.S.
4 16.8* 12.5* 15.1* 11.1973 15.5* 16.2* 13.Year Bicycles Sold (Millions) 20" and above wheel sizes 10. all wheel sizes 14.6 11.3* 18.8 15.2 (record high) Source: Bicycle Manufacturers Association.4 10.2* 18.9* 13.8 10.7* 20.0* 12.9* 17.6 12.7 9.S.9 Bicycles Sold (Millions). and apparent market consumption based on U.7 16.0* 13.6* 11.4* 12.9 12 12.9* 11.3* 11..8* 15. Department 34 MIMT SANJAY CHOPRA .6 10.9 12.5* 18.6* 11.3 11.9* 18.1 16.1 9 6.0* 10.5* 19.2* 15.2* 19.3 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990 1989 1988 1987 1986 1985 1984 1983 1982 1981 ..8* 18.7* 14.8 8.5 13 11.
This 35 MIMT SANJAY CHOPRA . expert assembly and repair. but this represented 32% of the dollars due to the average selling price of $78. Approximately 73% of bicycle units were sold through the mass merchant channel in 2009. LLC. and also rely on adding value through added custom services such as bike fitting. full-line sporting goods stores.200 specialty bicycle retailers feature higher quality merchandise." which is comprised of a mixture of retailers (including Internet sales delivered by mail). This channel's market share trend line was down from 2008. The approximately 4. and estimates of domestic market production by National Bicycle Dealers Association and Gluskin Townley Group. discount and toy stores sell mostly price-oriented products.of Commerce import statistics. Department. * indicates projected figures DISTRIBUTION CHANNELS Bicycle sales are accomplished in this country through five primary and distinct channels of distribution — the specialty bicycle retailer. and "other. outdoor specialty stores. the mass merchant.
While the number of specialty bicycle stores has declined in recent years due to consolidation. they are responsible for approximately the same amount of business through these fewer (but larger) stores. with the average at approximately $500. 36 MIMT SANJAY CHOPRA . although all categories experienced price increases in 2008 due to the weak dollar. a dominant dollar share. Champs Sports. This is the only distribution channel that maintained or increased average retail bicycle selling price in recent years. This channel's overall share was slightly up in 2009 compared to 2008. Dealer price points generally start at around $200. and include stores such as The Sports Authority.channel commanded approximately 18% of the bicycle market in terms of unit sales in 2009. These are merchants that fall somewhere between mass merchant and bicycle dealers on the spectrum. but 50% of the dollars. and 5% of the dollars. Chain sporting goods stores sold approximately 4% of the bicycles in 2009. though prices can range into the thousands. at an average price of $235.
Outdoor specialty retailers sold approximately 2% of the bicycles in 2009. and virtually 100% of the service market. Sportmart and Big 5. CYCLING PARTICIPATION 37 MIMT SANJAY CHOPRA . They dominate the market in bicycles selling for $250 and up. The "other" category sold 3% of the units. This channel's overall market share was down in 2009 compared to 2008.9% of the dollars. representing 5. representing 5.JumboSports.8% of dollars and an average retail selling price of $510. with an average price of $350. Specialty bike dealers commanded the majority of parts and accessories sales. This channel is being broken out separately this year for the first time so there is no trend line.
3 million participants. Cycling is often cited as the seventh most popular recreational activity in the U.7 in 2008. It should be noted that the age limit on this number eliminates millions of young people who ride bicycles with wheel sizes 19" and under. The figures add up to 38 MIMT SANJAY CHOPRA . 10% for commuting. The peak participation year was 1995. behind exercise walking. fishing. with 56. NBDA research conducted by the Bicycle Market Research Institute in 2006 reported that 73% of adult cyclists rode for recreation.1 million Americans age seven and older were estimated to have ridden a bicycle six times or more in 2009.4 million in 2007 and 38.. 8% racing and 6% sport. swimming. according to the National Sporting Goods Association. Bicycles and related products appeal primarily to a recreation market in the United States. exercising with equipment and bowling.S. camping. 53% for fitness. The NSGA has revised its numbers for several previous years with the new numbers showing participation of 37.38.
Bicycles are clearly much more than toys. The industry. have strongly advocated for streets and roads to be made more friendly to bicyclists and pedestrians in recent years. Cycling facilities construction is at an all-time high and both pedestrian and bicycle facilities have received an increasing level of support from the government in recent years. Bicycles are important not only as vehicles to make an entire trip to work. Riding for transportation is a growing market that is important for the industry because it establishes cycling as a legitimate part of the nation’s transportation mix. but also as connectors for short trips from mass transit. Better facilities continue to be an important factor in the industry’s growth. trails and related facilities. and their combination of utility and recreation use continues to justify support for cycling-friendly roads. as well as cyclists across the country. as bicycles continue to provide Americans with a clean and 39 MIMT SANJAY CHOPRA . for instance. Several cities and companies have instituted bike sharing programs that allow people to borrow a bike for transportation and return it later.more than 100% because some ride in multiple ways.
The boom ended suddenly when the industry reached a rapid saturation point and did not have breadth of product choices to sustain sales levels. was the so-called "bike boom" in the 1970s. RECENT HISTORY: OVERVIEW The industry’s high point.000 companies involved in manufacturing and distributing cycling products to retailers.healthy transportation alternative that is both practical and affordable. A wider variety of product is being sold to a wider range of consumers than ever before." no part of the bicycle has remained unchanged. as well as contributing to more livable communities. Bicycle use continues to be a potential solution for improving peoples' health. with fundamental 40 MIMT SANJAY CHOPRA . Today. the industry has a much stronger foundation. Since the "boom. and approximately 150 different bicycle brand names to choose from. with an estimated 2. in terms of unit sales.
This figure was stable from the years 2006 and 2007. big or little. status-conscious or not. This allows professional retailers many options to match the right bike to each consumer — male or female. not mass merchants). However. frequent or infrequent rider. the components more function-specific and reliable. Today’s quality bicycles are more comfortable than ever before.improvements in design and materials being the norm throughout the industry. and it represented 28. however. according to estimates from the NBDA (representing bicycle stores. and down from the high point of approximately 60% in the boom years of the mid 1980s. and new and exciting features are introduced regularly. mountain bikes continue to be the largest single bicycle category for specialty bicycle stores. The category has apparently matured.5% of all bicycles sold in the year 2008 by specialty bicycle stores. The success story of the mountain bike has been the focus of much of the specialty industry in recent years. The decline may also be somewhat 41 MIMT SANJAY CHOPRA .
but feature soft saddles. and are comparable in many ways to low-end mountain bikes. "Comfort" bicycles look a lot like mountain bikes. The key growth area in 2008 was the Hybrid/Cross category. These bikes are utility-oriented and the increase is being attributed primarily to consumer reaction to high gas prices mid-year as they turned to the bicycle in order to consumer the more costly gasoline. 42 MIMT SANJAY CHOPRA . Retailers also reported an increase in service and repair work during this period as people were bringing bicycles they already owned out of storage and wanted to make them road-worthy. more upright seating position and easier gearing than the traditional mountain bike.misleading. The unit sales trends by category are below. because the "comfort bike" category could actually be considered a modification of the mountain bike.
S.3 1. Commerce Department statistics.0 0C Youth 16.0 Hybrid/C 15.5 Other 3.0 19. Gluskin Townley Group estimates. Commerce Department statistics.8 10.5 15.5 2.0 2007 Unit % 28.5 n Comfort 14.0 16.0 21.0 2009 Unit % 27.S.0 ross Cruiser 6.4 3.5 12.0 13.5 6.0 15.8 Source: U. Units.0 16. 2006-2009 Categor 2006 y Unit % Mountai 28.0 Road/70 17.0 4.3 20.5 2.3 14. Source: U. Gluskin Townley Group estimates 43 MIMT SANJAY CHOPRA .5 2008 Unit % 28.9 21.Specialty Bicycle Sales By Year.
42 1.60 Youth 24" 2.67 Full Susp.64 2.87 8.38 1.72 $270.97 1.78 0.78 $204.152.95 9.24 2.40 Hybrid/Cros 9.36 2.68 $386.36 $220.24 14. Youth 20" 2. Year 2005 dollar projections are not available.97 $226. Freestyle 5.57 Source: National Bicycle Dealers Association Retail Data Capture Program.87 4.67 $126.38 $391. 2002-2004 Category 2002 Retail (%) 2003 2004 2004 $ Retail Retail Avg.23 $1.72 1.41 2.57 3.21 $171.89 s Mountain 9.98 Youth 19" 1.56 Mountain 3. Dollars. Tracks sales of top 19 bicycle brands through panel of retailers. Comfort 18.22 Mountain 26.90 25.31 $332. 44 MIMT SANJAY CHOPRA .12 No Susp.61 11.03 Road/700C 16.76 and below Cruiser 1.32 10.23 0.48 $1.51 BMX 1.04 $242.79 12.Specialty Bicycle Sales By Year.319.41 2.44 20.70 28.56 Front Susp.75 1. $ $ Price 26.
3 1.5 7.5 2.1 1.8 5.3 7.6 4.3 4.1 6.5 3.0 41.8 2.8 0.2 9.0 31.8 1.2 2.6 3.5 0.5 1.1 5.9 1.0 2.6 8.0 3.8 0.6 N/A 9.0 N/A 2.9 36.2 3.8 2.3 1.8 3.7 7.8 1.3 11.3 41. European Bicycle Manufacturers Association.9 10.8 8.2 2.5 11.3 1.7 1.5 11.2 1.2 1.9 4.8 N/A 7.0 3.1 Sources: Bicycle Retailer & Industry News.3 3.2 3.3 1.7 1.5 N/A 1.8 0.8 8.9 0.2 1.5 1.0 42.3 1.0 2.0 2.2 1.2 N/A 0.0 23.5 0.3 6.0 4.2 5.6 1.9 4.8 0.3 3.2 1.3 6.4 0.0 1.7 52.9 6.7 7.9 2.3 1.0 9.3 5.1 1.2 2.0 30.0 11.6 6.5 1.7 6.9 2.9 9.0 3.1 8.9 10.6 0.0 38.8 9.3 41.4 11.2 3.0 6.0 10.2 7.0 5.8 3. in Millions 1986-2000 Country 1986 1990 India China France Germany Indonesia Italy Japan Korea Malaysia Taiwan Thailand United Kingdom United States 5.6 N/A 3.7 0.8 1.3 1.8 0.1 1.7 1.0 1.0 1.5 0.2 7.0 1.1 42.0 1.4 199 199 199 199 199 199 199 199 199 200 1 2 3 4 5 6 7 8 9 0 8.0 1.6 7.0 1.0 2.8 40.6 1.3 8.2 1.8 1. and Bike Europe 45 MIMT SANJAY CHOPRA .7 0.2 1.5 3.9 7.6 N/A 0.6 0.9 5.5 11.2 5.7 7. Cycle Press.6 1.Bicycle Production of Selected Countries.9 2.5 8.6 4. Japan Bicycle Promotion Institute.5 7.2 1.
with imports meeting 97 percent of demand. led by Germany. 05 1 1 1 1 18 96 19 91 19 93 19 95 YA S ER 19 97 19 99 Sources: Bicycle Retailer & Industry News.B Y L P O U T NNN I (n l )1 8 . Japan Bicycle Promotion Institute.5 1 1 . produced some 12 million bicycles in 2000. and Bike Europe China manufactured a record 52 million bicycles in 2000—over half the world total. Nearly two thirds of these were exported.3 8 . The United States itself produced just over 1 million bikes. Italy closely trails 46 MIMT SANJAY CHOPRA .5 0 1 . with 17 million going to the United States. The European Union. With over 43 million cyclists. 9 99 . 1 . European Bicycle Manufacturers Association. the United States is the world's largest bicycle export market.3 1 1 1 1. down sharply from the 1995 output of nearly 9 million.4 88 .0 0 I C E R D C I I I D i M 9 62 0 C O A n 1 2 P R O D U C T I O N 1 0 8 6 4 2 0 5 . Cycle Press.
There.German production of 3.6 million units in Italy. as city planners intend to increase already high car parking fees by 3 percent annually for 15 years. but recently sales have declined in many countries despite the continued need for low-cost.000 bicycles for free use within the city.3 million in 2000.2 million bicycles. Most of these are ridden domestically or shipped to Africa. allowing for greater public transportation efficiency. one of the world's wealthiest cities. compared with 1. India produced more than 11 million bicycles. By 2005. one third of the population commutes to work by bicycle. Africa is a potentially large bicycle market. In Copenhagen. 47 MIMT SANJAY CHOPRA . urban development is concentrated around city centers. has seen car use decline in recent decades. impose high fuel taxes and vehicle registration costs. Copenhagen's innovative City Bike program will provide 3. and concentrate future development around rail lines. non-motorized transportation. although cycle sales in Germany reached 5. Stockholm. The city's total cycle fleet is expected to grow.
bicycles are losing out to a growing collection of motorized vehicles in some parts of the world. 48 MIMT SANJAY CHOPRA . about the same number by public transit. a low for Europe. residents have begun to favor the car. Just 36 percent of trips are taken by car. the share of trips made by bike has dropped to 20 percent. Now that incomes have risen.Rail and buses are linked with pedestrian and bicycle-oriented routes. In all of Sweden's urban areas. Yet with the world automobile fleet climbing to over 530 million. and almost 40 percent on foot. which is viewed as a symbol of progress. and bike trips have fallen to 40 percent. The Shanghai government reportedly has plans to ban bicycles altogether from the city center by 2010. In the Netherlands. In Shanghai. bicycles are used for 27 percent of all trips. 60 percent of all trips were made on bicycle. In Beijing 10 years ago. 1 out of every 10 trips is taken by bicycle. where many major streets have recently been closed to bicycles during rush hour.
In both countries. automobiles could benefit by ensuring that land-hungry bicycles receive consideration in transportation planning and urban development schemes. not for transit. space-efficient. Many residents use bicycles for recreation. 84 and 74 percent of trips are made by car respectively. usefulness promises future growth in the industry. when the two nearly coincided. Tax incentives can encourage development in areas close to mass transit. Annual world bicycle production has grown to more than double automobile production since the midtwentieth century. Making streets and pathways safer and accessible to cyclists will encourage more people to pedal to work and to use bikes for recreation. and just 1 percent is by bicycle. Cities at risk of being overrun by polluting. and its 49 MIMT SANJAY CHOPRA . and trains and buses can be equipped to carry bicycles.In the United States and Canada. lowmaintenance method of personal transportation. where development is much less concentrated. only about 10 percent of trips are pedestrian. The bicycle is an affordable.
93 0.92 0.The Worldwide Bicycle Market.80 1.69 2.29 0.12 Sources: Japan Bicycle Promotion Institute. European Bicycle Manufacturers Association.14 N/A N/A Exports 1997 2.00 30.23 0.55 2.50 10.90 13.6 N/A 1. The Bicycle Council.00 0.32 0.84 N/A 1.15 N/A N/A 1998 N/A N/A N/A N/A 4.04 0.31 0.11 1998 2.90 1.76 1998 10.3 0.4 8.S.70 0.21 0.92 N/A 1.13 0. Department of Commerce.98 3. Cycle Press.6 9.20 5.00 17.00 11.80 3.50 10.00 2.00 9.05 0.07 9. in Millions. U.10 10. Bike Europe.50 23.80 0.80 1.40 11.95 2.65 Imports 1997 N/A N/A N/A N/A 5.0 1.82 1.80 0. 50 MIMT SANJAY CHOPRA .50 14.42 0.18 N/A 0.10 0.50 5.60 0.A Japan Indonesia Germany Thailand France Malaysia Korea 1997 11.28 0.50 1. Bicycle Retailer & Industry News.30 6.72 2.77 N/A 1. 1997-1998 Production Country India China Taiwan India Europeon Union U.21 0.S.
Bicycle Cults. 2002.Worldwide Bicycle Production (in Mln) 1986-2000 120 P R 100 O D 80 U 60 C T 40 I O 20 N 0 98 84 105 95 92 99 102 102 105 106 98 92 76 93 101 1986 1988 1990 1992 1994 1996 1998 2000 Years Sources: Compiled by Worldwatch Institute. Vital Signs 2002 (New York: W.W. 51 MIMT SANJAY CHOPRA . Norton & Company.
A. Lithuania Turkey Thailand Indonesia Sri Lanka Others Total 1998 328 2725 403 361 178 134 124 116 96 64 58 49 262 4898 1997 379 2699 415 358 127 46 149 122 156 160 74 31 275 4991 1996 383 2444 335 288 N/A N/A 118 88 N/A 123 65 N/A N/A 4471 Manufacturers Association.S. 1997 and 1996 (In Thousand of Units) Sources: European Bicycle Country India Taiwan Poland Czech Rep Philippines Vietnam U. 52 MIMT SANJAY CHOPRA .Top 12 Sources of Bicycle Imports into the Europeon Union in 1998.
00 450.000.500.S. The Bicycle: Vehilce for a Small Planet.000 20. ***1985-1988 Figures.000 Bikes Per Person 0.000 63.000.Bicycles Ownership in Selected Countries 1996-1997 Country India* China** U.6 1. Detroit..Motor Vehicle Manufacturers Association.7 4.7 1.000 40.8 *1992 Figures.740.800. **1995 Figures.000 26.000.000 72. 1989. 11-12. Facts and Figures. Sources::Cycle Press and Maria Lowe.000.6 1.000 16.06 2.000. Worldwatch Institute.6 2.000 3.000 100.500.500.0 2.2 9. MI: various editions.A*** Japan Germany Brazil Italy Indonesia Netherlands South Korea Switzerland Bikes Total 450. p.000 6.6 1. 53 MIMT SANJAY CHOPRA .000.0 2.
000.000.300. with nearly half of them in China.000 22.150.000 72.000 40.000.000 6.000.000 6. Below is a table with the major countries: Country China USA Japan Germany India Indonesia Italy UK France Brazil Netherlands Canada Spain Sweden South Korea Mexico Belgium Rumania Denmark Switzerland Quantity 450.000 54 MIMT SANJAY CHOPRA Year 1992 1995 1996 1996 1990 1982 1995 1995 1995 1996 2000 1992 1995 1995 1985 1986 1995 1995 1995 1996 .000 20.000.500.500.000 23.200.000 6.000 10.000 30.000 16.950.000 100.800.000.500.000.000 6.000 62.540.000 20.000 4.000.000 3.800.How many bicycles are there in the world? It is estimated that more than a billion bicycles are present in the world.000.000 5.000 5.000.
not motororised Brakes. coaster braking hubs & hub brakes & parts thereof Frames.300. incl.4861 33.000.8126 4.0335 0.0117 28.1771 3.7538 4.854 34. whether or not motorised or otherwise mechanically propelled Bicycle free-wheels Bicycle hubs Bicycle rims Bicycle spokes Bicycles and other cycles (including delivery tricycles) not motorised Bicycles and parts Bicycles.412 8.8316 3. forks & parts thereof Hubs.000 1995 1995 1995 1995 POSITIVE TREND IN EXPORTS:India's Exports of Bicycle & Bicycle Parts 20002001 20012002 3.0554 0.0979 20022003 3.3436 133.1902 5.000 3.6245 7.7753 3.000 3.0062 0.4801 SI.000 3.1248 28.7238 0.Hungary Australia Finland Norway 3. other than coaster braking hubs and hub brakes.500.544 3.5427 5.0237 131.7719 46.250.534 5.9608 26.1123 55 MIMT SANJAY CHOPRA .No Product 1 2 3 4 5 6 7 8 9 10 11 12 Invalid carriages. and free-wheel sprocket-wheels Invalid carriages not mechanically propelled 39.2111 7.4479 50.7516 26.
one of the leading bicycle manufacturers in India.1735 40. tricycles.303 42.2853 39. rims and spokes 0. Brands: 56 MIMT SANJAY CHOPRA .13 14 15 16 17 Other invalid carriages Others Others Others (cycles.2266 39.8244 0.0554 30. cycles.4885 0. The company’s vision is to be a worldwide leader in cycling and cycling solutions by “instilling the pride of ownership in the customers”.0273 0. started in 1949.3679 0. rickshaws. TI cycles are the makers of country’s most famous brands like Hercules. BSA and Philips cycles. toy bicycles.0117 33. not motorized Wheel. has been at the forefront of innovations and is a pioneer in the market of cycles.9627 Currency: US $ Million Source: DGCIS MAJOR PLAYERS IN THE INDIAN BICYCLE INDUSTRY:TUBE INVESTMENTS OF INDIA LIMITED:TI Cycles of India.6371 0. etc). delivery cyles.
being some of them. AVON is the only group anywhere in the world with full backward integration. this brand of ours is still as young as ever. BSA stands for Birmingham Small Arms. teens and adults. to which the brand’s customers subscribe in their own lives. Hercules stands for a unique pride of possession . AVON BICYCLES: Avon Cycles came into being in 1952 when the first batch of 250 bicycles rolled out of its plant. BSA today is an intrinsic part of the Indian family with cycles for everyone kids. They have facilities for making 57 MIMT SANJAY CHOPRA . South East Asia and Africa. .the flag ship brand of TI cycles portfolio. fun and comfort go hand in hand with BSA. It signifies the joy of cycling.Europe.Another Flagship Brand of TI cycles.. Exports: TI Cycles is an exporter to many regions across the global .anchored in the time-tested values of heroism and integrity. Certificates: Certified with ISO 9002 and ISO 14001.
Steel Tubes and Hot Rolled Steel. achieving full backward integration. including Steel Balls needed for their Bicycles.2 billion during the fiscal year 20052006. these being in a different discipline. with an estimated turnover of US$ 3. This places them a cut above the rest when we talk of quality born of work culture. with annual sales volume largest of 5 million bicycles in FY 2006. they added facilities for making Steel Strips. They did not venture into Tyre and Tubes. unmatched and unequalled anywhere else. World Bank has acclaimed Hero Cycles as a role model in vendor 58 MIMT SANJAY CHOPRA . altogether. To meet their expanding requirement of raw materials. HERO CYCLES: Hero Group ranks amongst the Top 10 Indian Business Houses comprising 20 companies.almost all the parts. Hero Cycles Limited is a Guinness Book Record holder since 1986 as the world's manufacturer of bicycles.
In the very first year. From a modest beginning of mere 639 bicycles in the year 1956.. the company begins its activities by manufacturing bicycles saddles as a small business enterprise. Hero Cycles products over 18500 cycles a day today. 12000 cycles were rolled out. it has emerged as a natural choice of customer. it is one of the largest bicycle manufacturer. 10000 Crore turnover annually. Atlas has grown and achieved the distinction of becoming one of the largest manufactures of quality and strong brand presence. the highest in global reckoning. ATLAS CYCLES Established more than 5 decades ago under the pioneering efforts of Late Rai Bahadur Shri Janki Das Kapur.development based on a world-wide study. Since then. Today as the India’s top cycle brand Atlas –continues to maintain an enviable status in India and abroad. Atlas is proud to be one of the top bicycle producing 59 MIMT SANJAY CHOPRA . With the 48% share of the Indian market and with more than Rs.
environmental sustainability. which historically is a very healthy number for the industry. the need to address health problems related to inactivity. This is corroborated by the fact that Atlas Bicycles are being used in over 85 countries. Atlas has earned not only brand loyalty but also millions of satisfied customers in India and abroad. accessories and service. as well as an industry that relies on discretionary spending impacted by economic conditions. The bicycle industry is a seasonal business that can be impacted by unusual weather. plus parts.companies in the world. with a capacity to produce 4 million bicycles per year. though stability is the story of the recent past. OUTLOOK FOR THE FUTURE:The outlook for the future in bicycles is positive. and higher gas prices also bode well for the future of human-powered transportation. 60 MIMT SANJAY CHOPRA . Industry sales of bicycles seem to be stable at over 15 million bicycle units annually. National trends related to the green movement.
Atlas Cycles has industryrecognized level of quality and service that gives customers the assurance that every single cycle manufactured by Atlas has passed internationally accepted and strict quality process checks.).The federal government has also budgeted transportation money for construction of bicycle- significant specific facilities such as bike paths and road improvements friendly to bicycles in the coming years. India’s leading bicycle maker has earned the coveted ISO 9001: 2000 certification from BSI (British Standards Institution) Management Systems. BACKGROUND 61 MIMT SANJAY CHOPRA . COMPANY PROFILE Atlas Cycles (Sahibabad (U. which is another sign of the emergence of bicycling as an important form of transportation. 1.P.
Atlas has grown and achieved the distinction of becoming one of the largest manufactures of quality and strong brand presence. Five decades of Cycling Revolution 62 MIMT SANJAY CHOPRA . Today as the India’s top cycle brand Atlas –continues to maintain an enviable status in India and abroad. 2. Atlas has earned not only brand loyalty but also millions of satisfied customers in India and abroad. with a capacity to produce 4 million bicycles per year.Established more than 5 decades ago under the pioneering efforts of Late Rai Bahadur Shri Janki Das Kapur. This is corroborated by the fact that Atlas Bicycles are being used in over 85 countries. In the very first year. Since then. the company begins its activities by manufacturing bicycles saddles as a small business enterprise. Atlas is proud to be one of the top bicycle producing companies in the world. it has emerged as a natural choice of customer. 12000 cycles were rolled out.
Since 5 decades the company has enjoyed a position of eminence and leadership in the bicycle industry. backward and forward integration and user friendly innovations. Keeping its spirit of “Racing ahead of Times”. technological upgradations. Thus Atlas assimilates in itself aspirations of the millions in their progress and transition through various phases in their lives. Atlas logo has been derived from Greek God depicting the legendary hero holding the world on his shoulders. Atlas Cycles strives to move ahead 63 MIMT SANJAY CHOPRA . This was made possible because Atlas constantly strived to move ahead with never ending zeal. 3.Atlas name is synonymous with the cycling revolution India. THE PHILOSOPHY Atlas Cycles strongly believes in the philosophy that customer satisfaction is paramount for ensuring their long term loyalty.
P. Atlas cycles moves ahead with never-ending zeal .).recognized level of quality and service that gives customers the assurance that every single cycle level manufactured by Atlas has passed internationally accepted and strict quality process checks. rapid 4. technological up gradations. THE ISO 9001:2000 CERTIFIED COMPANY Atlas Cycles (Sahibabad (U.” 64 MIMT SANJAY CHOPRA . The coveted ISO 9001: 2000 certification is a step forward in this direction. “Atlas Cycles strives for total satisfaction of its customers by constantly upgrading the quality of its product. rapid expansion & user friendly innovations to be the undisputed leader in the world of bicycles & thus keeps producing quality ‘cycles to match your lifestyles’.with never-ending zeal. India’s leading bicycle maker has earned the coveted ISO 9001: 2001 certification from BSI (British Standards Institution) Management Systems. Atlas Cycles has industry. expansion and user friendly innovations to be the trend setter. technological upgradations. both in strength and appearance and maintaining a culture of continuous improvement.
5. and Sonepat (Haryana). Malanpur (M. The company has a strong dealer base who is satisfied with the timely supply of quality products to them by Atlas. This is achieved by constant training and orientation programs of the employees to attain high level of quality consciousness.P.Atlas Cycles maintain and improve accuracy of inspection.P. testing and measuring equipments through regular maintenance and calibration. The ISO certification is among the most comprehensive and difficult certificates to obtain.). With ever increasing demand for Atlas Cycles in India and abroad . Atlas Cycles is a staunch believer in achieving total customer satisfaction by projecting and enhancing the image of the company for excellence in quality. manufacturing units of Sahibabad 65 MIMT SANJAY CHOPRA . which requires careful documentation of all quality management and evidence of a consistent system in conformance with international standards.). THE MANUFACTURING UNIT Atlas Cycles has three manufacturing units in Sahibabad (U.
Government of India has recognized the In-House R&D unit of Atlas Cycle. It can manufacture 50. Joint President. Atlas feels honoured by the fact that it is the only bicycle manufacturing unit whose R&D unit has been recognized by the government of India. President and is ably supported by Shri Girish Kapur.). The Malanpur Unit is headed by Shri Salil Kapur. ATLAS IN-HOUSE RESEARCH AND DEVELOPMENT UNIT The department of scientific and Industrial Research. Ministry of Science and Technology . Joint President and Shri Rishav Kapur.000 tones of mild steel and alloy steel tubes per annum.) and Malanpur (M. 7. Vice president.P. STEEL TUBE UNIT Atlas has its own steel tube unit. 6. President.P. Sahibabad unit is headed by Shri Jai Dev Kapur. with state-of-art facilities and latest production technology were set up. Its computer controlled operations and modern equipment ensures the vitally needed 66 MIMT SANJAY CHOPRA .(U. Shri Gautam Kapur.
• Atlas launched the 5 and 10 gears model for the first time in India in 1987. The first nd only Indian Cycle Manufacturer. • Atlas Cycles won the Gold Mercury International Award in 1977.e. 9. A STRING OF FIRSTS Atlas Cycles holds to its credit many innovations and also the introduction of many new models in India. the unit is self. • Atlas is the first Indian Cycle manufacturer to introduce twin suspension double shocker bike. GROWTH 67 MIMT SANJAY CHOPRA . Macho Cycle. Manned by qualified and highly experienced technical staff.sufficient as it has its own slitting line and has a healthy and congenial atmosphere. • Atlas had the rare distinction of getting sole franchise as official supplier of bicycles to 9th Asiad. • Atlas is the first Indian Cycle manufacturer to produce bikes with power braks i. 8.consistency in quality of steel tubes. Amongst the several firsts:• Atlas introduced the first Racing Bicycle in India in 1973.
this unit initiated technical up gradations and launched cycle in fancy range surpassing expectation and fulfilling the demand of today’s life style. The growth plan envisages setting up of state-of-art paint shop in the near future.The company’s accomplishments in terms of overall growth are noteworthy. the customer 68 MIMT SANJAY CHOPRA . an exclusive exports shed has been constructed and is fully operational. In the year 1951 the company rolled out 12000 bicycles. Since then its operations have grown manifold and today the company touches the figure of 10000 bicycles as its daily production. The current management took over this unit on 31st August 2003 and since then the production and sales have registered a growth of 40%. Already. The company is adding a new administrative block with modern facilities with a view of providing an excellent working atmosphere. Keeping its spirit of “Racing ahead of Times”. About setup second plant at Sahibabad which is designed to produce 1.2 million bicycle annually.
Tank Brave. THE PRODUCT RANGE Bicycles these days are much more than just a popular means of transportation. Swan. Cheetah. Crazy Toons. They cover a much broader spectrum of activities from fitness and trekking to racing bicycles. mountain bike. city bikes. The government of Andhra Pradesh. Pondicherry. Jharkhand and Bihar are also customer of Atlas Cycles Sahibabad. Stud. children’s bike. The company has exclusive models for export which are custom made as per buyer demand. 11. CUSTOMER PROFILE The bicycles are sold through a wide and dedicated network of dealers in the territories within our jurisdiction. fitness bikes and sporty exercisers. SLR’s (sport light roadster). Some of the new models launched recently are Samrat . women’s bikes. Concorde Pro etc. Turbo.10. It has more than 150 models in various categories. 69 MIMT SANJAY CHOPRA . Web King. Tamil Nadu. Keeping these trends in mind Atlas Cycles has a wide range of bicycles including standard roadster.
By offering wide range of products for almost all segments and age groups. Russia and Thailand. Atlas started exporting bicycles in 1958. Today Atlas bicycles are exported to over 50 countries around the globe. South East. Africa etc. technology and a focus on customer needs. Atlas has fomed strong strategic alliances overseas. They are also entering the markets in a big way in UK. Bangladesh.12. it has strived to be extremely market friendly and thus emerging internationally preferred brand. THE GLOBAL PHENOMENON With a perfect assimilation of styles. Asia. Middle East. Atlas Cycles are vey popular in Sri Lanka. A fact that is proven as an by its wide acceptance despite stiff market competition that is emerging globally. 70 MIMT SANJAY CHOPRA .
Champion Sania Mirza as brand Ambassadors for its new range of bicycles. Atlas is Constantly trying to innovate and offer products with a firm commitment to meet the emerging customer needs thereby enhancing its brand image and acceptability in the global market place. THE BRAND AMBASSADORS Atlas Cycles has signed on noted film star Suniel Shetty and Wimbledon Jr. 14. THE ROAD AHEAD Keeping pace with the spirit of Racing ahead of Times. The plan also entails setting up a modern paint plant with the view of offering customers a product that matches 71 MIMT SANJAY CHOPRA .13. Sania Mirza who will be seen for the first time in an advertisement will be endorsing the Atlas Women’s range of bicycles. Company is planning to expand its capacity by adding new plant and machinery.
72 MIMT SANJAY CHOPRA . The R&D division is being an upgraded with latest computer added designing facility. The company is strengthening its already fully computerized office system by adding latest software.international standards. the latest testing facilities and balancing equipments are being added.1 SWOT ANALYSIS • Complete manufacturing Solutions. Likewise .From the drawing board to the streets the envisaged and implemented within the company. 4.
Due to the continuous hunt for cheap labour by the international players. • Understanding and integrating customer needs:.• Integration of higher level technologies – The technical assistance for the expertise in the bicycle industry through outsourcing and collaboration in R&D field helps the company to produce components at cheaper price.The gap between the supply and demand has been bridged owing to the use of new softwares such as ERP and adoption of customer oriented procedures leading to overall increase in efficiencies.Due to any new technology that is being created is rendered obsolete after a short duration. • Cost Competitiveness:. 73 MIMT SANJAY CHOPRA . ATLAS CYCLES strives to maintain its technology at par with the best in the world.hold upgrading of technology on a continuous basis is paramount. • Continuous Technology Up gradation:. To maintain the market strong. India has been looked upon as the most favourable places for doing business.
the company ensures high quality and productivity through its latest technology which it gets from its counterpart. 74 MIMT SANJAY CHOPRA . • High Quality and Productivity:. The bicycle industry adheres to high quality controls.• Global Logistics:. this in turn proves to be enormously beneficial to the industry. and ensuring that all the employees and suppliers thrive for better quality and hence increasing the customer satisfaction level. and infused a lifeline into it.The breaking down of transnational barriers has popped logistics on a global scale.
• Inability to manage high input cost in comparison to its competitors 75 MIMT SANJAY CHOPRA . • Most of the local players are dependent on the global majors for the latest technology and R&D which in turn hampers their cost effectiveness since the major player is in a better position to dictate terms.WEAKNESS • Till recently many of the organized and unorganized players of the component industry did not have access to the development capability. high levels of research and • The Bicycle industry experts are of the view that the industry is exposed to cyclic downturns.
76 MIMT SANJAY CHOPRA . It resulted in the global experimenting with the change and spreading their wings. companies • The cycle makers are optimistic that the fancy segment would grow to constitute nearly 70 per cent of the market by 2010. The bicycle business is flourishing worldwide with the poor and the moneyed classes alike are interested in using this mode to reach their destinations. • The future could also see Indian consumers upgrading to lighter sports cycles.• Inability to focus on its Promotions OPPORTUNITIES • Bicycle companies in India are now focusing on urban markets and are looking to expand their base in the professional and adventure categories.
quality and productivity advantages.• High oil prices and concerns over climate change may encourage people to take up cycling. The global industry’s steady production over the past decade demonstrates the bicycle’s resilience and its promise for the future as a climate-benign. and affordable transportation alternative. THREATS • Emerging Economies are becoming volume drivers with their associated costs. 77 MIMT SANJAY CHOPRA . • Development to global standards in a compressed lead time • Imports pose price based competition in the replacement market. • Market getting unified into a single integrated market. healthy.
• Solution for high volume and world class quality at low costs. • The presence of a large counterfeit components market poses a significant threat. • Further marginalization of smaller players likely. • Like in many other sectors, the Chinese threat seems to have been overstated in the cycle industry.
78 MIMT SANJAY CHOPRA
5.1 DATA COLLECTION A research can call for gathering primary data, secondary data or both. The data have mainly been collected via primary source. However a good amount of secondary data was also used to have a general understanding of the subject.
79 MIMT SANJAY CHOPRA
1) Primary Source The primary data gathered for specific purpose and are collected by the researcher himself. It includes direct communication and feedback from customer, sales and marketing executives of Atlas Cycles and other related person . For the purpose of collection of information from customers , a structured questionnaire was formulated and the customers were directly contacted. 2) Secondary Source The secondary sources are data which were collected for another purpose and already exists somewhere. The secondary source of information here includes library resources, articles in various newspapers and magazines, product catalogs brochure and online resources like company websites, online reports and articles.
80 MIMT SANJAY CHOPRA
Q1. According to you which is the most selling brand among these? 81 MIMT SANJAY CHOPRA .
Which company comprises of large range of fancy and small kid bicycle? 82 MIMT SANJAY CHOPRA .Q2.
Which company provides a great colour combination and design in order of preferences? 83 MIMT SANJAY CHOPRA .Q3.
Q4. Which company provides a wide and new range of different models of bicycle for sale? 84 MIMT SANJAY CHOPRA .
Q5. Range of matching and stylish accessories relevant to bicycle is provided by which company? 85 MIMT SANJAY CHOPRA .
Q6. Sale policy of which company suits you the most and is profitable? 86 MIMT SANJAY CHOPRA .
Q7. Which company helps you to advertise their model indoor and outdoor? 87 MIMT SANJAY CHOPRA .
mostly? 88 MIMT SANJAY CHOPRA .Q8. Satisfactory. beneficial and in favour schemes are provided by which company.
Best deal in products quality and warranty policies are provides by company? 89 MIMT SANJAY CHOPRA .Q9.
Q11. In your opinion which company is the best in the grievances handling? 90 MIMT SANJAY CHOPRA .
Which company favours their dealer by organizing most company official seminars and meetings? 91 MIMT SANJAY CHOPRA .Q12.
Q13. Promptness or satisfactory responses are provided by which company? 92 MIMT SANJAY CHOPRA .
93 MIMT SANJAY CHOPRA .
94 MIMT SANJAY CHOPRA .
The marketing strategy been used and implemented by the company is no more in favors of the dealer. as perhaps the ROADSTAR is the only model which is the marketing money maker for the company and been on its way of growth but the other models seems to be not in favour of the growth in comparison of the other competitors. 2.CONCLUSION: 1. The dealer satisfaction is the most initial and foremost the more necessary one for the growth of the company but here also the company stand only for some grade of satisfaction but not with the major points to hold which 95 MIMT SANJAY CHOPRA .
3. The pricing strategy been implemented by the company on their products is been not satisfactory with the various models of the other company and lack with the major differences with the other competitors. The range provided by the company can be huge and vast but rather is less in 96 MIMT SANJAY CHOPRA . 4. As the growth is concern. unless brand is on the tip of the consumer with all point of satisfaction especially the price.provide the growth to business for the company. the growth can’t be with the race of the other competitor.
the eye of the consumer as almost the dealer and the consumer been satisfied by the singular brand only and no one is been satisfied at this point with the company in the class of range of different bicycle. 97 MIMT SANJAY CHOPRA .
RECOMMENDATION: 1. The marketing strategies should be much improved by the company as only 98 MIMT SANJAY CHOPRA .
one model sales can’t give the growth of the company. also the various competition should be organized by the company in certain schools so as to promote the company and its various models. other than profit the various rewards and gifts should be given by the company and the various schemes on sales of specific model with the large scale of profit should be 99 MIMT SANJAY CHOPRA . The dealers satisfaction should be considered the most. 2. so the more public relation should be done better with the time and much more awareness of the company should be done by making certain advertisement and holdings in the city which is not been done yet by the other company on large.
also various seasonal offer and schemes should be made so as to make a growth to the company sales and the most make a image of company in mind of the dealer. 4. 3. also one model is been revealed by the respondents was the shocker bikes which is the lowest of the hero company in price in comparison of the other companies shocker bikes. The pricing strategies should be revise again by the company as most of the major models sales is been lacking due to the price substantial differences in comparison of the other competitors. The difference if stand by the price so also been stand by the range 100 MIMT SANJAY CHOPRA .given.
5. The various differences of the company stand with the quality priorities and 101 MIMT SANJAY CHOPRA . 6.availability and it should be notice by the company to retrieve new model which becomes icon of the consumer also the differences is the matching accessories been provided by dealer to consumer sometimes not suit with the sale of that relevant model which make a negative image of lacking behind of company with the competition of other models of other company. The awareness of the company and its product to the consumer should be done by providing various modes of schemes to the consumer from time to time to up thrust the consumer mood and its thoughts of buying.
102 MIMT SANJAY CHOPRA .that’s where company should be in favour of consumer with a high quality with low cost in comparison with the other competitor.
KOTHARI: MARKETING RESEARCH • BICYCLE RETAILOR & INDUSTRY NEWS.• PHILIP KOTLER : MARKETING MANAGEMENT • SUJA.NAIR : CONSUMER BEHAVIOUR • RAMANUJ MAJUMDAR: MARKETING RESEARCH • C. PUBLISHED BY THE NBDA 103 MIMT SANJAY CHOPRA .R.R.
businessstandard.php? stk_id=505029 http://www.thehindubusinessline.com/p/articles/mi_m0EIN/is_2006_Jul y_6/ai_n26917638 http://www.com/2007/02/15/stor ies/2007021504881300.valuenotes.tribuneindia.a sp?storyId=6113039007&lmn=4&tbl=news http://www.com/2003/20031226/ncr2.pdf?ArtCd=35016 http://www.• http://www.com/ajain/ajain_Atlas_02may05 .com/news/Atlas-Cycleforays-into-pharma-business/313225/---.com/company/discorpnews.Charanjit Ahuja http://findarticles.htm http://www.financialexpress.com/stockpage/stock_details.indiainfoline.htm Direct Marketing: Strategy Planning Execution By Edward L Nash by • • • • • • • • • • Pharmaceutical Marketing: Strategy and Cases Charles Smith by Mickey On Target: The Book on Marketing Plans by Doug Wilson Conversation Marketing: Internet Marketing Strategies By Ian Lurie 104 MIMT SANJAY CHOPRA .
wheelpublications.htm http://www.com/Annual2004/InnovationPassion Business.com/bicyclestats.bicycleindia.php 105 MIMT SANJAY CHOPRA .http://www.
http://www.indiandata.com/bicycle-and-parts.html http://www.bicycleindia.com/bicyclehistory.php http://economictimes.indiatimes.com/Twowheelers/Bicycle_industry_eyes_urban_market/ articleshow/ 2506735.cms http://www.domainb.com/news_review/200702feb/20070222newsb.html http://business.gov.in/Industry_services/light_industry.php www.atlascyclesonepat.com www.atlascycles.co.in/about_ag.asp www.corporateinformation.com/Company-Snapshot.aspx www.alacrastore.com/companysnapshot/Atlas_Cycles_Haryana_Limited money.rediff.com/money/jsp/company.jsp? www.zibb.com/all/theme/c/Atlas+Cycles+(Haryana)+Ltd www.alibaba.com/company/100159165.html www.hotfrog.in/Companies/Atlas-Cycles-Haryana
www.myatlascycle.com/wikimapia.org/1612511/ - 10k –
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www.bombayharbor.com/Company43238/Atlas_Cycles_Haryana_L td.html - 19k www.datamonitor.com/companies/company/?pid=A9CF400E87FC-4C20-9285myiris.com/shares/company/snapShotShow.php? icode=ATLCYCIN&select=1 - 51k – www.stockmarketmessages.com/stockname/a/atlascycle.htm - 9k investing.businessweek.com/research/stocks/snapshot/snapshot.a sp?symbol=ATCY.BO www.fundoodatajobs.com/search_results.php?company_id=36904 - 34k – yellowpages.sulekha.com/.../bicycle-dealersservices/indraprastha-h-o/atlas-cycle-haryana-limited.htm - 39k www.atlascycles.co.in/about_management.asp www.atlascycles.co.in/atlasnews.asp?newsid=1 - 11k automobiles.indiabizclub.com/profile/2246392~atlas+cycles+ (haryana)+limited~sahibabad_india - 15k www.findouter.com/India/City/Uttar_Pradesh/Sahibabad/Bicycles 6k www.bis.org.in/other/tedseminar.htm - 65k dir.indiamart.com/indianimporters/ag_water.html - 32k www.wheelpublications.com/Annual2004/AtlasCyclesPeddingToGl ory.htm - 8k crescenttechno.com/clients.htm - 18k – www.financialexpress.com/news/Atlas-Cycles-Eyes-Auto-AncillaryForay-In-Diversification-Thrust/106995/0 - 54k bikeandrickshaws.com/manufacturers-exportersBicycle_Spares_Parts_and_Accessories.html - 98k www.atlassteeltubes.com/about_clients.asp - 55k
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afaqs.com/perl/news/company_briefs/index.html?id=2454 - 10k
www.dazzleyellowpages.com/Valuable-Resource/People/Baba/?2 85k – www.findouter.com/Asia/India/Business_and_Economy/Industries/ Bicycles - 12k www.hkwireproducts.com/Sisterconcerns.htm - 21k www.infodriveindia.com/india-Imports.aspx - 78k content.icicidirect.com/research/notestoaccounts.asp? icicicode=ATLCYC - 42k – content.icicidirect.com/research/DirectorsReport.asp? icicicode=ATLCYC - 47k – www.trademart.in/manufacturers-exportersBicycle_And_Rickshaws.html - 107k indiaearnings.moneycontrol.com/sub_india/reports.php? sc_did=ACI08&type=notestoacc - 59k www.rediff.com/money/2003/sep/13spec4.htm - 21k www.hinduonnet.com/2001/07/12/stories/0612000f.htm - 7k importer.indiatradepage.com/all/Indi/499.itp - 42k www.easy2source.com/supplier/5/2360/ - 8k www.kompass.com/mt/IN738095 - 19k www.indianyellowpages.com/india/manufacturer_exporters/b/bicy cles_parts.htm - 49k www.tribuneindia.com/2006/20060928/delhi.htm - 65k -
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110 MIMT SANJAY CHOPRA .
QUESTIONNAIRE Q1. According to you which is the most selling brand among these? ATLAS MILTON HERCULES HERO AVON OTHER 111 MIMT SANJAY CHOPRA .
Which is the largest selling model of bicycle in your shop? A) ROADSTAR ………………. Which company comprises of large range of fancy and small kid bicycle? ATLAS MILTON HERCULES HERO AVON OTHER Q3. Cause: No such availability of model in other company No such price of other company bicycle available Design and colour appearances Customer demand Dealer preferences 112 MIMT SANJAY CHOPRA .Q2.
Cause: No such availability of model in other company No such price of other company bicycle available Design and colour appearances Customer demand Dealer preferences 113 MIMT SANJAY CHOPRA .…………….. Cause: No such availability of model in other company No such price of other company bicycle available Design and colour appearances Customer demand Dealer preferences C) SHOCKER/GEAR .B) KIDS .…………….
Cause: No such availability of model in other company No such price of other company bicycle available Design and colour appearances Customer demand Dealer preferences Q4. Which company provides a great colour combination and design in order of preferences? ATLAS MILTON HERO HERCULES AVON OTHER 114 MIMT SANJAY CHOPRA .…………….D) MTB/ATB .
Which company provides a wide and new range of different models of bicycle for sale? ATLAS MILTON HERO HERCULES AVON OTHER
Range of matching and stylish accessories relevant to bicycle is provided by which company? ATLAS MILTON HERO HERCULES AVON OTHER
115 MIMT SANJAY CHOPRA
Sale policy of which company suits you the most and is profitable? ATLAS MILTON HERO HERCULES AVON OTHER
Which company helps you to advertise their model indoor and outdoor? ATLAS MILTON HERO HERCULES AVON OTHER
116 MIMT SANJAY CHOPRA
Satisfactory, beneficial and in favour schemes are provided by which company, mostly? ATLAS MILTON HERO HERCULES AVON OTHER
Q10. Do you suggest the brand and company to customer? YES NO Do they apply the same? Sometimes Always Never
117 MIMT SANJAY CHOPRA
Best deal in products quality and warranty policies are provides by company? ATLAS MILTON HERO HERCULES AVON OTHER Q12.Q11. In your opinion which company is the best in the grievances handling? ATLAS MILTON HERO HERCULES AVON OTHER 118 MIMT SANJAY CHOPRA .
Q13. Which company favours their dealer by organizing most company official seminars and meetings? ATLAS MILTON HERO HERCULES AVON OTHER Q14. Promptness or satisfactory responses are provided by which company? ATLAS MILTON HERO HERCULES AVON OTHER 119 MIMT SANJAY CHOPRA .
120 MIMT SANJAY CHOPRA .
the urban market has stagnated while the purchases in the rural market have been decreasing. distributing. This led to the entry of new players like TI. in response to intense competition and a decline in sales of its Model . Atlas began to introduce new models.the Atlas Goldline. targeted at urban adults in their early thirties. until the Government of India liberalized the economy in 1991. India's biggest bicycle maker after Hero Cycles. promoting. The growing preference for two-wheelers has affected the purchase of bicycles in India. Atlas Goldline enjoyed a near-monopoly status. Since the late 1990s. and upgrade its existing models in response to market demand. and selling its new bicycle. and Neelam to give Atlas tough challenges. It also discusses Hero Cycle's 121 MIMT SANJAY CHOPRA . Then came the Funfleet range of sports bikes which took the market by storm. The caselet examines the various steps taken by the company in designing. It was in this scenario that Atlas Cycles launched a range of bicycles in early 2005. Avon.CASE STUDY TITLE: MARKET EXPANSION STRATEGIES OF ATLAS CYCLES ABSTRACT:.The case ‘Market expansion strategies of Atlas cycles ‘ examines the the market expansion strategies adopted by Atlas Cycles (Haryana) Limited.
came back from the crunch to retain its place as the top bicycle maker in India. The case study looks into Atlas Cycles (Haryana) Ltd. "Results always exist outside the orgnisation . For instance. Keywords: Bicycles. Market leadership . sales promotion. Hercules. BSA Cycle Run.strategies to get a share of the rural and urban markets. Customer Satisfaction. Only costs and efforts exist inside the organisation". It has also earned the coveted ISO 9001: 2000 certification from BSI (British Standards Institution) Management Systems.in the market place. Urban Adults. -Peter Drucker 122 MIMT SANJAY CHOPRA . Hero Group. marketing communication. the company introduced the ‘fancy bicycles’ to shed its image of being a manufacturer of roadsters.market expansion.
123 MIMT SANJAY CHOPRA . Also briefly mention the stumbling blocks for Atlas Cycles in marketing to the adult segment. A new marketing philosophy was developed based on the desires of the customers and Atlas made efforts to position bicycles as a lifestyle product. a restructuring plan was implemented. They implement a strategy for bringing both workers and dealers together and involving them in taking key decisions relating to the company. The Marketing Mix In order to overcome the problems that Atlas faced in the early 1980s and help the company regain its market share. especially the fancy segment Examine the reasons that made bicycle marketers look for latent markets like the adult segment.Key Issues: • • • • • Product innovations in the bicycle industry Value added services to attract customers Strategies for rural bicycle market Gain an overview of the Indian bicycle Industry. • Comment on the measures being taken by Atlas Cycles and Hero to woo the thirtyplus urban audience and discuss the other strategies that Atlas cycles can adopt to increase the market share of Noida .
124 MIMT SANJAY CHOPRA . However. Pricing Atlas realized that it would not be possible for it to compete with the US manufacturers on the pricing front. the company realized that in order to survive. but also spent heavily on advertising their products Distribution Atlas started selling its Bicycles through its dealers in 1952. it offered only roadsters bicycle to its customers and provided three basic styles.Product At the time when Atlas was formed. This was because manufacturers like HERO not only manufactured a low-priced high-quality product. All the dealers were independent individuals with a business orientation. it had to offer its customers more choice.
direct mailings. and through advertising on the Internet. The products of bicycle were sold to retail customers mainly through dealer promotions.Promotion Over the decades. print. and advertising through national television. customer events. “COMPREHENSIVE RESEARCH & ANALYSIS OF MARKET STRATEGIES OF ATLAS CYCLES VERSUS COMPETITORS” 125 MIMT SANJAY CHOPRA . radio. Atlas had adopted several strategies to promote its bicycle brand.
Thereby the company have to target all the upcoming fancy brand.Here I found that there is a boom in the Hero segment as the preference for the fancy cycle is more and Atlas’s market share is less in the fancy segment. Sandeep Sharma Sanjay Chopra OBJECTIVE:To determine the marketing strategies and potential of Atlas company for the upcoming years and to determine To study the perception of the consumers about Atlas Cycles Brands vis-à-vis other brands.In view of the expectations and requirements of the bicycle industry it is recommended that early launching and advertising of the new models will be beneficial for the company to increase its market share and profits.INDUSTRY GUIDE : FACULTY GUIDE : STUDENT’S NAME: • Mr. • • • 126 MIMT SANJAY CHOPRA . RECOMMENDATION:. Rahul Mathur Mr. FINDINGS:.Mr. ABOUT INDUSTRY GUIDE:. Atul Sharma is a very positive person who can motivate anyone with his charming personality . Under his precious guidance I learnt a lot regarding the industry and how corporate world functions.
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