`

AN ORGANIZATIONAL
STUDY ON
Royal Enfield

SUBMITTED BY
Bhadiyadra jay vijaybhai

BBA SEM SEM-4

Guided by
Vedika hariyani

ACADEMIC
YEAR 2021-
2022

SUBMITT TO
SWAMI SAHAJANAND COLLEGE OF
COMMERCE AND MANAGEMENT
BHAVNAGAR

AFFILIATED TO
MK BHAVNAGAR UNIVERSITY

BHAVNAGAR
 INDEX

PAGE
NO. CONTENT
NUMBER`

EXECUTIVE SUMMARY 3

CHAPTER 1 INTRODUCTION 6-25

CHAPTER 2 REVIEW OF LITERATURE 26-29

RESEARCH AND
CHAPTER 3
METHODOLOGY 30

DATA ANALYSIS AND

CHAPTER 4 INTERPRETATIONS 31-56

FINDINGS
CHAPTER 5 57

CHAPTER 6
SUGGESTIONS 58

CHAPTER 7
CONCLUTION 59

CHAPTER 8
BIBLIOGRAPHY 60
1. Executive Summary:

❖ The project is based on the brand analysis of The Royal Enfield brand in India.

❖ The performance of the brand in the Indian market and how it has evolved over the
years to become one of India’s most wanted cruiser bike.

❖ From commuter to a cruiser bike, this iconic brand has come a long way through many
ups and downs.

❖ Along its remarkable journey, we study how the brand has created value along the way
through value chain analysis, STP analysis, market research and competitive analysis.

❖ The objective of this study was to look at how the marketing strategy and marketing
mix gave the brand a competitive advantage and enabled development of core
competencies for this British born brand, which has led to the Royal Enfield bike
carving a niche for itself in the Indian market.

❖ Also, analysis of the consumer behaviour has been incorporate in this study which
provides valuable information about the reactions of consumers to a particular brand,
product or service as well insights into the needs and wants of a customer.

❖ Royal Enfield has always sought to differentiate itself from the rest and after its
repositioning in 2000, it created cult of its own. Its target customers are existing
loyalists and also potential bike enthusiasts, who are eager to possess this vintage-
looking bike and become a part of the Royal Enfield cult.

❖ Today, the brand is targeted at the youth and adventure seekers. In March 2016, this
year, the brand tried to shift to incorporate diversity in gender by targeting female bike
enthusiasts. Royal Enfield even debuted a Women’s’ Edition of its flagship up-hill
ride,’ Himalayan Odyssey’.
❖ This project is about the former British motorcycle manufacturer. For the Indian
motorcycle manufacturer, see Royal Enfield (India).

❖ Royal Enfield was a brand name under which The Enfield Cycle Company :

❖ Limited of Redditch, Worcestershire[1] sold motorcycles, bicycles, lawnmowers and st

ationary engines which they had manufactured.

❖ Enfield Cycle Company also used the brand name "Enfield" without the "Royal”.

❖ The first Royal Enfield motorcycle was built in 1901.

❖ The Enfield Cycle Company is responsible for the design and original production of
the Royal Enfield Bullet, the longest-lived motorcycle design in t9history.

❖ Royal Enfield's spare parts operation was sold to Velocette in 1967, which benefitted
from the arrangement for three years until their closure in early 1971.

❖ Enfield's remaining motorcycle business became part of Norton Villiers in 1967 with
the business eventually closing in 1978.

❖ Enfield of India now produce motorcycles under the Royal Enfield name.
 The Enfield Cycle Company Limited

Type Public Listed Company

Industry Motorcycles, Guns, Bicycles

Founded 1901

Founder Albert Eadie and Robert Walker Smith

Defunct 1971

Fate Defunct

Headquarters Redditch, Worcestershire, UK

Products Royal Enfield Clipper, Crusader, Bullet, Interceptor,

WD/RE, Super Meteor
 CHAPTER 1 :- INTRODUCTION

2. Introduction :

❖ The first Royal Enfield motorcycle was built in 1901.

❖ The Enfield Cycle Company is responsible for the design and original production of
the Royal Enfield Bullet, the longest-lived motorcycle design in history.

❖ Royal Enfield was a brand name under which The Enfield Cycle Company Limited of
Redditch, Worcestershire sold motorcycles, bicycles, lawnmowers and stationary
engines which they had manufactured.

❖ Enfield Cycle Company also used the brand name "Enfield" without the "Royal"

❖ Royal Enfield is a well-known automobile company that primarily deals in

manufacturing of motor cycles and cycles.

❖ Apart from that, it produces lawnmowers, Stationery engines and rifles. The company’s
motto, “Made like A Gun”, reflects its weapon making legacy.

❖ Royal Enfield is a company based in India with its headquarters in Chennai.

❖ The company was founded as Enfield Manufacturing company limited in 1890.

❖ It produced its first ever bike under the brand name of “Royal Enfield” in the same year
in Redditch, Worcestershire, England.

❖ Albert Eadie and Robert Walker smith were the founders of Enfield Manufacturing
company limited that ceased to exist after 1971.
2.1 History :

❖ “Made like a gun”, I don’t think RE needs an introduction. Bikes from the brand have
a cult of their own.

❖ People owning a Royal Enfield have a different class and status in society. But many
of us might not be familiar with the path RE had to tread on in order to become a cult
in a country of vivid cults.

❖ Let us take a look at the history of one of India’s most loved motorcycle brand.

❖ In 1955, the Redditch company partnered with Madras Motors in India to form
'Enfield India' to assemble, under licence, the 350 cc Royal Enfield Bullet motorcycle
in Madras (now called Chennai).

❖ The tooling was sold to Enfield India so that they could manufacture components. By
1962, all components were made in India.

❖ In the mid-1960s, as the British manufacturers tried desperately to survive the tsunami
wave of Japanese motorcycles entering the market, a British bike called the Royal
Enfield

❖ Interceptor was making waves of its own. Powered by a 736cc parallel twin, it was
reportedly capable of running the quarter-mile in less than 13 seconds, and so of
course it appealed to us power-hungry Americans.

❖ Unfortunately its heyday was short-lived, as Royal Enfield declared bankruptcy in

1967 and closed its doors for good in 1970.

❖ The Interceptor disappeared into history (for a while), but thanks to the remnants of
colonialism, a fortuitous joint venture and a motorcycle called the Bullet, the Royal
Enfield name lived on
 2.1.About Royal Enfield ltd India

❖ Although Enfield sold its first bike in India in 1949, it was not before 1955 that
India’s own Royal Enfield manufacturing establishment came into existence.

❖ In 1955, Redditch company and Madras Motors became partners and formed Enfield
India, Which is currently based in Chennai.

❖ The present automobile stalwart Eicher Motors limited. Dr. Venki Padmanabhan is
the CEO of Royal Enfield India.

❖ Royal Enfield has been the most trusted high capacity bike and the most favorite of
the India government for the past six decades.

❖ The Government of India had a requirement of a powerful, high capacity, strong and
reliable vehicle for the Indian army and Indian police for patrolling purposes.

❖ Royal Enfield was the name the Indian government counted on.

❖ In 1965, 8000 350cc Royal Enfield Bullet model units were ordered by the
Government of India.

❖ The original Enfield Manufacturing company Limited went defunct in 1971; however,
Enfield India just kept on growing in stature and repute.
 2.2 Company Details :

❖ Royal Enfield motorcycles limited is a Non-Govt Company, Incorporated on 11 Aug,

2006. It’s a public unlisted company and is classified as ‘company limited by shares.

❖ Company’s authorized capital stands at Rs 1000.0 lakhs and has 0.5% paid up capital
which is Rs 5.0 lakhs.

❖ Royal Enfield motorcycles limited last annual general meet (AGM) happened on 29
Sep, 2009.

❖ The company last updated its financials on 31 Mar, 2009 as per ministry of corporate
Affairs (MCA).

❖ Royal Enfield motorcycles limited is majorly in manufacturing (Machinery &

Equipment) business from last 16 years and currently, company operations & directors
are SRINIVASAN SANDILYA, SIDDHARTHA VIKRAM LAL and VIKRAM LAL.
2.3 journey :

The Royal Enfield story-Since 1901 :

1891 :

❖ In November 1891, entrepreneurs Bob Walker Smith and Albert Eadie buy George
Townsend & Co. of Hunt End, Redditch.

❖ Townsend’s is a well-respected needle manufacturer of almost 50 years standing

which has recently begun manufacturing bicycles.
1901 :

❖ The first Royal Enfield motorcycle is produced.

❖ Designed by Bob Walker Smith and Frenchman Jules Gobiet, it is launched at the
Stanley Cycle Show in London.

❖ The 1 1/2 hp engine is mounted in front of the steering head and the rear wheel driven
by a long rawhide belt.
2020 :

❖ Make-It-Yours (MIY), a unique motorcycle personalization initiative, goes live.

❖ Customers can configure their motorcycle when making a booking on the

RoyalEnfield App, website or in-store.

❖ The Meteor 350 cruiser is launched in India to great acclaim.

❖ It has an all-new chassis and engine and features the new Royal Enfield Tripper
turn-by-turn navigation device.
 Product Details:
Meteor 350 Fireball:

Cruise Easy:

The meteor represents that eternal essence of riding the spirit of the cruise; with
classic contours & timeless design cues it is an easy thoroughbred cruiser, ready for the open
highway, meeting the challenges of urban commute with effortless aplomb.

Engine: 349cc SOHC Power: 20.2 bhp @ 6100 rpm

Torque: 27 Nm @ 4000 rpm On – Road Price: 2,20,438

Meteor 350 stellar :

Cruise Easy :

The meteor represents that eternal essence of riding the spirit of the
cruise; with classic contours & timeless design cues it is an easy thoroughbred cruiser, ready
for the open highway, meeting the challenges of urban commute with effortless aplomb.

Engine : 349cc SOHC Power : 20.2 bhp @ 6100 rpm

Torque : 27 Nm @ 4000 rpm On – Road price : 2,26,857

Meteor 350 Supernova:

Cruise Easy :

The meteor represents that eternal essence of riding the spirit of the
cruise; with classic contours & timeless design cues it is an easy thoroughbred cruiser, ready
for the open highway, meeting the challenges of urban commute with effortless aplomb.

Engine : 349cc SOHC Power : 20.2 bhp @ 6100 rpm

Torque : 27 Nm @ 4000 rpm On – Road Price : 2,37,558

Interceptor 650 :

A Classic British roadster :

It’s a blast ride on twisty roads, highways or the urban jungle,

with equal ease and grace, for novices and experienced riders alike.

Engine : 648cc Parallel Twin Power : 47 Bhp @ 7250 rpm

Torque : 52 Nm @ 5250 rpm On – Road price : 3,18,250

Classic 350 :

Timeless Classic :

The All-New Classic 350 continues to embody the traditions and

craftsmanship of the past as it is reborn on the new J platform. Stronger, Smoother, Smarter
but still your timeless classic.

Engine : 349cc Power : 20.2 bhp @ 6100 rpm(14.87 KW)

Torque : 27 Nm @ 4000 rpm On – Road price : 2,14,637

Continental GT 650 :

A cultural icon re-imagined :

A modern interpretation of a cultural icon, part of the original

British cafe racing scene, an expression of free spirit and a declaration of style.

Engine : 648cc parallel Twin Power : 47 Bhp @ 7250 rpm

Torque : 52 Nm @ 5250 rpm On – Road price : 3,35,987

Himalayan :

Built for Roads. Built for No Roads :

Decades of expeditions. Thousands of kilometers of

traversing the most challenging terrain. Years of living and evolving with a machine that
responds to the mountains. That’s how the Himalayan was made, our first dual-purpose
motorcycle.

Engine : 411cc Power : 24.3 bhp @ 6500 rpm

Torque : 32 Nm @ 4000-4500 rpm On – Road Price : 2,43,251

Bullet 350 :

A motorcycling icon since 1932 :

An imposing engine. That distinctive note. The right of

road anywhere. The Bullet is in a league of its own. Its uniqueness – a hand – painted fuel tank,
a modern engine and period perfect styling – is a contemporary tribute to the resilient design
approach.

Engine : 346cc Power : 19.1 bhp @ 5250 rpm

Torque : 28 Nm @ 4000 rpm On – Road price : 1,67,869

Bullet 350 Es :

A motorcycling icon since 1932 :

An imposing engine. That distinctive note. The right of

road anywhere, The Bullet is in a league of its own. Its uniqueness – a hand – painted fuel tank,
a modern engine and period perfect styling – is a contemporary tribute to the resilient design
approach.

Engine : 346cc Power : 19.1 bhp @ 5250 rpm

Torque : 28 Nm @ 4000 rpm On – Road Price : 1,77,017

7.7 Current Models of Royal Enfield :

The Royal Enfield deals in a number of models and variants in India. All of
which are manufactured at the Chennai based plant.

➢ Thunderbird 500 ( Rs. 1,73,513 )

➢ Thunderbird 300 ( Rs. 1,36,646 )
➢ Classic Desert Storm ( Rs. 1,62,958 )
➢ Classic Battle Green ( Rs. 1,66,000 )
➢ Classic Chrome ( Rs. 1,70,431 )
➢ Classic 500 ( Rs. 1,60,339 )
➢ Classic 350 ( Rs. 1,25,465 )
➢ Bullet 500 ( Rs. 1,50,477 )
➢ Bullet 350 ( Rs. 1,04,883 )
➢ Bullet Electra ( Rs. 1,17,681 )
➢ Bullet Machismo ( Rs. 1,07,000 )
➢ Continental GT ( Rs. 1,92,126 )
 3. TOP 5 RIVALS OF 2021 ROYAL ENFIELD CLASSIC 350:

3.1 BAJAJ DOMINAR

❖ Baja Dominar 400 is one of the bestselling rivals of the 2021 Royal Enfield 350.

❖ Who can forget the creative Bajaj Dominar 400 ads that mocked the Royal Enfield
and its riders? The sports-cruiser comes in two variants: Bajaj Dominar 250 and Bajaj
Dominar 400.

❖ The Bajaj Dominar 400 is powered by a 373cc engine that is capable of producing a
peak power of 40 PS at 8800 rpm and a maximum torque of 35 Nm at 6500 rpm.

❖ The ex-shroom price of the bike is 2.11 lakh.

3.2 JAWA FORTY-TWO:

❖ Jawa 2021 Jawa forty-two was launched at Rs.

❖ 1.84 lakh (ex-showroom) in Indian markets early this year.

❖ The cruiser bike is available in three new shades: Sirius, White, All-star Black and
Orion Red. The Bike’s wheelbase stands at 1369mm, and its alloys come dipped in
black paint.

❖ Jawa forty-two is powered by a 293cc, single-cylinder, four-valve liquid-cooled engine

mated to a 6-peed gearbox.

❖ The engine capable of churning out a 27 bhp of peak power and 27Nm of maximum
torque. The retro theme bike also sports a couple of trip meters.
3.3 BENELLI IMPERIALE 400:

❖ Priced at Rs. 1.89 lakh (ex showroom), Benelli Imperiale 400 is another royal Enfield
classic 350 rival in the Indian market.

❖ The bike is available in three color variants – Red, Grey and Black – in the Indian auto
market.

❖ Benelli imperial 400 comes with a dual channel anti-lock braking system(ABS).

❖ the bike is powered by a 347cc single cylinder, air-cooled, four-valves, SOHC engine
that is capable of generating a 21PS of power at 6000rpm and 29Nm peak torque at
3500rpm.
3.4 Suzuki Gixxer 250 :

❖ Suzuki Gixxer 250 is currently retailing at Rs 1,73,036 (ex-showroom).

❖ The stylish sports bike is powered by a 249 cc engine which is mated to a 6-speed
manual gearbox.

❖ The engine can produce a maximum power of 26.13 bhp and a torque of 22.2 Nm.

❖ The bike comes with 12 tires of fuel tank capacity.

3.5 KTM 250 DUKE:

❖ KTM 250 Duke is another sports bike that rivals the Royal Enfield classic 350 in the
Indian automobile market.

❖ The bike is powered by a 248 cc state-of-the-art DOHC four-value single-cylinder

liquid-cooled engine that can churn out a maximum power of 30 PS and peak torque of
24 Nm.

❖ The bike is priced at Rs 2.29 lakh(ex-showroom).

Royal Enfield’s design to production process explained.

❖ In a bid to dominate the mid-size motorcycle market across the globe, the Indian bike
maker is designing a range of new bikes.

❖ The design team explains the process from drawing board to production.

❖ Royal Enfield has a technology centre at Bruntingthorpe Proving Ground near

Leicester, UK.

❖ It is a team of 160 people linked directly to RE’s world-wide HQs and three Indian
factories.

❖ For creating a bike, they first gather ideas from customers, sales team, designers,
marketing, press, etc.
❖ These ideas enter a document system and from there the initial sketches and projects
come together.

❖ Keeping in mind what the customer wants, they have a ‘gate’ process for each stage of
development.

❖ The gate process helps with constant checks of risks and right decisions.

❖ Designing a motorcycle at Royal Enfield doesn’t start with a blank sheet of paper.

❖ They have a clearly defined set of goals that they put together from an initial idea.

❖ The Industrial Design team makes 2D & 3D sketches and renders and then the
Engineering Design team look after chassis, engine and electrical aspects.

❖ Once the project gets a green light, they all work in the same direction.

❖ A new bike with a new engine could take up to 4 years to develop from scratch to
production. However, not every motorcycle is all-new and it takes significantly less
time than that.

❖ However, it takes a lot of investment to make one motorcycle. It is more than 10 million
Euros (Rs. 80 crores) to develop a bike.
❖ They try to get to the stage of testing production processes as soon as possible.

❖ Royal Enfield doesn’t want their bikes to look old-fashioned.

❖ They believe their bikes have a retro look and universal appeal. They like their bikes to
look authentic but fit for purpose today.

❖ They aim to satisfy customers in all areas of the world but some models are popular in
one market than the other. There are different stresses and strains for bikes in India and
in Europe.
❖ In India, the road quality is poor but the speeds are lower. In Europe, people are riding
faster and they are accelerating and braking hard.

❖ Royal Enfield does their research with consumer clinics, focus groups, dealer clinics
and informal research including customisations.

❖ In India, the Classic 350 is widely used for commuting while the 650s are considered
as large capacity bikes. The latter in Europe is considered as an entry-level offering.

❖ One thing is common across Royal Enfield customers is that all of them want
characterful and soulful motorcycles that do more than move you from A to B.

❖ The bike maker believes the most difficult step in the design process is defining the
product to ensure it’s what the consumer will want. Attracting young audience is the
key to the whole industry.

❖ Customisation for Royal Enfield is a quick way to test a concept using an existing
platform. RE bikes are quick and easy to customise as the electrics are simple.
Professional builders can create something very quickly.
 CHAPTER 2 :-REVIEW OF LITERATURE

Mr. Faisal.T (2014), “A Study on Customer Perception towards Royal Enfield with
Special Reference to Malappuram District” we found out that it was undertaken with the
objective of finding out customer’s perception level on Royal Enfield bikes. It is
felicitously observed from the study that the most customers of Royal Enfield are highly
satisfied in almost all areas offered by Royal Enfield. This study shows that by improving
fuel efficiency, service and advertisement and by introducing new models capable to
compete with the fresher in the market.

Krishnan Santana. R (2007), “Issue and future of the two wheeler industry” looks into
various issues faced by the two wheelers industry. In terms of competition, the industry is
likely to face competition from used cars and low cost cars. Other issues are the declining
margins due to increased cost of material and shift in customer demand to electric
vehicles to save patrol. In terms of growth, there are expectations that the industry is
likely to grow by 5%, most of the growth is likely to come from motorcycles. Some of
the Indian motorcycle companies are also likely to set up plants in foreign countries to
meet export needs.

Mrs. R. Kanaka Rathinam (2013), “A study on customer’s preference towards Royal

Enfield Motorbikes in Coimbatore city “this article provides detailed information about
the preference of customer towards Royal Enfield bikes. In this article the author has
mentioned how preference is influenced by culture, social, personal and psychological
factors lastly with help of questionnaire method it was
found that Royal Enfield is chosen by most of customers because of appearance,
performance, and design.

Omesh Chandra (2011), “A study of consumer buying behavior towards bikes”. The
main theme of the study is to the rapid changing perception of consumers towards power
segment bikes to study the satisfaction level of consumers, who use bikes. Information
was collected from a sample size of 50 respondents in four districts. The tool used in this
study is chi-square tests. The study had found that 53% respondents are highly
satisfaction with their bikes. 47% respondents are satisfied with their bikes. Finally it was
conducted that most of the respondents were aware of many popular brands of bikes.

Mrs. G. Murali Manokari (2013), “A Study on Customer’s Preference towards Royal

Enfield Motorbikes in Coimbatore City, Tamil Nadu”, Findings from the study of this
literature of research shows how much customers prefer and their satisfaction level
towards various aspects of Royal Enfield, which are mostly influenced by socio-cultural,
psychological & personal factors. Customers of Royal Enfield conveys, that in order to
capture the market, the manufacturers have to give the best combination of looks, quality,
cost efficiency good features, safety, and performance. This reason has also proved to be
the reason behind the decade’s long history of the Company.

Dr Debasis Tripathy (2016), “A Study on Consumer Satisfaction of Two Wheeler

Bikes”, it studies the satisfaction level of consumers, who uses bikes. This study
concludes that HONDA, BAJAJ and HERO shows maximum satisfaction in respect to
mileage, power, design, and technology and after sales service whereas TVS attains least
satisfaction. The TVS should work extensively on the parameters taken in the study. It
showed that consumers compare each factor deeply and select a suitable bike
accordingly; therefore companies should
keep this in mind and produce such machines which don’t create any disappointment in
even one field.

Sr. Sony Mariya (2018), “Customer satisfaction level towards royal Enfield bikes” this
study has shown about the preference of Royal Enfield bikes. It was found that the
ultimate users of these bikes are students who want to maintain image and also to be
comfortable. It is found that sound (important for bullets) is lower than old models so
they have to maintain quality models. It is the most preferred bike in India and also it has
many loyal customers especially young generations. So, we can say perception of
customer on purchase of Royal Enfield bikes is good or we can say excellent.

Kottala Sri Yogi (2016), “An empirical and fuzzy logic approach to product quality and
purchase intention of customers in two wheelers “Customer perceptions while purchasing
a Royal Enfield or any two-wheeler has been analyzed by different manufacturers
through various ways. In this article the author uses fuzzy logic approach to accomplish
the objective. Royal Enfield has given priority in high trade in value, ease of modification
etc. this study has helped to study why people choose royal Enfield over other bikes
available in the market and the reasons like status, muscular, average miles of bike etc.

Ms. Ameer Asra Ahmed (2013), “A Study on Customer Satisfaction Level of Royal
Enfield Bullet “this article has given information about both perception and satisfaction
towards Royal Enfield bikes. The Royal Enfield bikes are most preferred by middle aged
and younger generation dominated by male. Their perception towards bike is
muscularity, strong performance, mileage, and status. Royal Enfield bikes and its parts
are available everywhere. So Royal Enfield is preferred more and chosen more than other
bikes.

R. Amesaveni, R Koila (2014), “A study relating to consumer satisfaction level of

working women towards two wheelers”. From his study majority of the
working women’s in rural India gave importance to the quality of the product, which also
showed that the income level of the rural consumer was increasing, which also generate more
consumption and purchasing power for the consumers. An organization should place
emphasis on introducing new model in the society and manufacture two wheelers that give
good mileage.
 CHAPTER 3 : RESEARCH AND METHODOLOGY

1. To know the working of Royal Enfield in detail.

2. To know the organization structure of RE in detail.
3. To know the different departments of RE org in detail.

SAMPLE SIZE OF PARTICIPATES

TRAVEL AND TOURISM

SAMPLING TECHNIQUE

SAMPLE RANDOM SAMPLING

RESEARCH DESIGN

DESCRIPTIVE RESEARCH DESIGN

 CHAPTER 4 :- DATA ANALYSIS

Organization Structure :

owner

General
Manager

Accounts Spares Part Sales Work

Department Department Executives Manager

Sales Head
Department Mechanics

Servicing Work
Department Supervisior

Mechanics
The Seven Elements :

The McKinsey 7-S model involves seven interdependent factors with are categorized as either
“hard” or “soft” elements.

structure

Strategy Systems

shared
Values

Skills Style

Staff

❖ “Hard” elements are easier to define or identify and management can directly influence
them these are strategies statements; organization charts reporting lines; and formal
processes and IT systems.

❖ Soft elements on the other hand can be more difficult to describe and are tangible and
more influenced by culture. However, these soft elements are as important as the hard
elements if the organization is going to be successful.
Definitions of the elements specifically

❖ Strategy: The plan devised to maintain and build competitive advantage over the
competition.

❖ Structure: The way the organization is structured and who reports to whom.

❖ Systems: The daily activities and procedures that staff members engaged in to get the
job done.

❖ Shared values: Called super ordinate goals. When the model was first developed these
are the values of the company that are evidenced in the corporate culture and the general
work ethic.

❖ Style: The style of leadership is adopted.

❖ Staff: The employees and general capabilities.

❖ Skills: The actual skills and competencies of the employees working for the company.

MARKETING DEPARTMENT

❖ The marketing department is a division of the company with responsibility for the
marketing function.

❖ This department aims to sell as many products as possible in a sustainable manner. The
team designs marketing strategies and combines the right marketing mix to satisfy
customer needs and wants.

❖ They design the right product at the right price to the right consumer, at the right place,
and at the right time.

❖ They are also responsible for developing promotions and managing long-term
relationships with customers.
History & Marketing Strategies Of Royal Enfield

❖ Royal Enfield is one of the oldest brands of motorcycle that has been running from any
centuries.

❖ It has gained popularity among countries and the first Bullet model is still one the
favourites and the long-running bikes of all time.

❖ In India, the company gained its popularity when the Indian government ordered 800
models of bullets for patrolling them on the Indian border.
How It All Started:

❖ The founder of The Enfield Cycle Company Limited, Albert Eadie and Robert Walker
Smith, started the brand, Royal Enfield.

❖ The parent company was established in 1893 at Redditch. The first bullet motorcycle
was launched into the market in 1901.

❖ The credit of the actual production and design of the first model of Royal Enfield goes
to the Enfield Cycle company.

❖ Royal Enfield collaborated with India’s Madras Motor in order to form Enfield of India.

❖ Since then Royal Enfield has been gradually growing to become one of the luxurious
brands in India. In 1962, it started producing the spare parts of the bikes in India itself.

❖ The Enfield of India continued to produce ‘Bullets’ which were then marketed as
‘Royal Enfield’ since 1999.

❖ The series of models that were marketed and produced in India include Café Racers,
Retros, Cruisers and Adventure Tourers.
Launching :

❖ As mentioned in the previous subhead the first model of Enfield motorcycle was built
in 1901.

❖ The first model of Royal Enfield was a 350cc Bullet.

❖ It continued to grow and during the First World War, the company supplied a large
number of motorcycles to the British of the War Department, following which, the
company acquired contracts for supplying motorcycles for the Imperial Russian
Government.

❖ By 1921, during the era of Inter-War years, the company had developed a couple of
models with greater cc and alluring designs.

❖ The company also started using improved and better engines and tanks.

❖ Before the Second World War, The Enfield Cycle Company was hired by the British
authorities for developing and manufacturing motorcycles for military personnel.

❖ Between 1946 and 1954 the upgraded company offered Model G, Ex-military C, Model
J, and CO, for sale.

❖ Following these in upcoming years the company continued to launch and offer newly
upgraded motorcycles to the market.
Marketing Strategy And Interesting Reason Behinds Its Success

Product Strategy of Royal Enfield

❖ In India, after collaborating with Madras Motors it started building motorbikes for army
men.

❖ Later, with time, the motorcycles captured the overall market.

❖ The current president of Enfield of India, Rugratej Singh connotes that, “the customers
should struggle to figure out whether they should keep the bikes in the drawing room
or ride them”.

❖ Aesthetic being the reason of attraction, the manufacturer focuses on making the design
as alluring as possible.

❖ The Company is also known to manufacture lawnmowers, bicycles and riffles and
stationary engines for other purposes.

❖ The portfolio consists of Bullet 350, Machismo 500, and Electra 5S, Classic-500, Battle
Green, Chrome, Squadron Blue, and others.

Placing Strategy of Royal Enfield

❖ Royal Enfield has made its presence in India and across many countries around the
world such as UK, Australia, Japan, Canada, Russia, Netherland and many more.

❖ Initially, the spare parts and components of the Bullet model 350cc were imported from
the United Kingdom but later by 1962, India started producing the components in the
Chennai based plant.

❖ By 2013, a factory located at Trottier stood to become the second largest production
plant in India.

❖ Its availability in among many countries has increased the stocks of its dealer. In India
itself there are 394 outlets in each and every state including three Union Territory.
Pricing Strategy of Royal Enfield

❖ Royal Enfield stands unique among its peers because of its centuries-old heritage.

❖ It is one of the oldest two-wheeler brands in the motorcycles industry.

❖ It not only belongs to the luxury segment of the society but it also symbolizes status of
motorcycles lovers.

❖ The company targets the youth and mid-aged generation who have an understanding of
purchasing high-quality products of a worthy price.

❖ The manufacturer offers high quality, stylish and powerful products which nobody will
hesitate to buy irrespective of the asked price.

Promotional Strategy of Royal Enfield

❖ The company has come up with various and campaigns that are widely launched and
shared on different advertising networks such as all the social media channels, TV ads,
and Print Media too.

❖ It has also taken being a volunteer among many shows and program to create its brand
awareness.

❖ Royal Enfield has won many awards and has also been hailed by the former President
of Barack Obama as the best bike he has known.
Royal Enfield’s Campaign

❖ Nowadays, campaigns are nothing but advertisements delivering certain objective of

the product and the company.

❖ These are few of the campaigns launched by Royal Enfield.

Print Campaigns

❖ Back in 2010, Royal Enfield has launched a print campaign to promote the bikes of its
Thunderbird series.

❖ The campaign went by the name ‘Leave Home’ to encourage the Indian youth to step
outside the house.

❖ Weiden+Kennedy Delhi had created these print campaigns.

❖ The campaign was launched as a series of short stories among which three were titled
as Case Study, A hero Story, and Screenshot.

❖ These comic looking leaflets were intended to inspire people to go on road trips and
have fun. The company also came up with the second edition of the same type.

Protective Gear Campaign

❖ Collaborating with the creative agency, Weiden+Kennedy India, Royal Enfield had
launched a new ad campaign which promotes the protective riding gears manufactured
by the same company.

❖ The campaign intended to deliver the benefits of Royal Enfield’s protective gears
boosts the confidence of the rider to push their limits and explore the world.

❖ The gears were stuffed with safety features to fit in all the climate conditions.
 Marketing Strategy of Royal Enfield

❖ A marketing strategy is a company’s overall strategy for reaching out to potential

customers and converting them into clients of the company’s products or services.

❖ A marketing plan includes the company’s value proposition, core brand messaging,
information on target customer demographics, and other high-level elements.

❖ The marketing strategy for Royal Enfield looks at the brand using the marketing mix
framework, which covers the four Ps (Product, Price, Place, Promotion).

❖ Product innovation, price strategy, and promotion planning are just a few examples of
marketing strategies.

❖ The success of the brand is aided by these commercial tactics, which are based on the
Royal Enfield marketing mix.

❖ The Royal Enfield marketing strategy aids the brand/company in achieving its business
goals and objectives by positioning itself competitively in the market.

❖ To obtain a better grasp of the company’s product, price, advertising, and distribution
strategies, let’s start with the Royal Enfield Marketing Strategy & Mix:
7.9 SWOT Analysis of Royal Enfield :

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a strategy for identifying
and assessing internal and external strengths and weaknesses, as well as opportunities and
threats, that influence current and future operations and aid in the development of strategic
goals.

1. Strengths of Royal Enfield

❖ Royal Enfield has established a strong brand identity in the market and has gained
customer trust.
❖ The high-quality standards of Royal Enfield are one of the key reasons for its renowned
brand identity.
❖ Royal Enfield has an in-house R&D centre that is responsible for furthering the
company’s product portfolio while also ensuring the consumer’s trustworthiness.
❖ In the last five years, Royal Enfield’s global sales have increased by more than 50%.
❖ Royal Enfield motorcycles are being shipped to more than 30 nations across the world,
and the company has spent considerably in developing up manufacturing facilities in
the United Kingdom in response to increased demand.
2. Weaknesses of Royal Enfield

❖ For a few clients, the weight of the motorcycle may be an issue.

❖ The mileage of high-cc motorcycles is a problem.

3. Opportunities of Royal Enfield

❖ One of the fastest-growing industries is two-wheelers.

❖ Bicycle export is restricted, implying that there are undiscovered overseas markets.

4. Threats of Royal Enfield

❖ In the cruiser segment, Royal Enfield competes with several other motorcycle
manufacturers around the world. It also competes in the market with high-utility bikes.
Market share is reduced as a result of increased competition.
❖ As previously stated, Royal Enfield motorcycles have minimal mileage, thus an
increase in fuel prices will have an impact on sales.
 Operational Department
Introduction:

❖ This paper is talking about the study on organisation culture on the Royal Enfield and
whether the organisation culture is good or bad in now a days and what are the reason
involving the successful for Royal Enfield Customers overall discover no deficiency of
promotions on different media stations, for example, TV, sites, radio and daily papers,
about various administrations that are accessible available to them.

❖ Usually, information that not all administrations can maintain themselves in this
focused worldwide commercial centre.

❖ Numerous entrepreneurial and set up associations frequently neglect to persuade the

customer of the utility and estimation of their purported new and progressive
administrations.

❖ Regardless of what amount of exertion an association puts into its administration, for
what reason should customers buy it unless they are persuaded of the esteem and utility?

❖ In basic words, we are proposing that it is the survival of the 'fittest' or rather the
survival of hierarchical endeavours that prelude their achievement in the worldwide
commercial centre by arranging themselves to what might 'fit the customer needs' and,
from that point, convey quality administrations that meet those recognized needs.

❖ The logic of value as 'conformance to necessities'(Crosby, 1979) applies in the

administrations segment.

❖ It is difficult to 'comply with prerequisites', unless the administration giving association

knows the customer necessities.
 ❖ Thus, associations need to take after the adage of’ remaining nearby to the
customers' (Peters and Waterman, 1982), keeping in mind the end goal to find
the prerequisites of the customers.

❖ Once the customer necessities are comprehended through compelling business

sector introduction, associations must fit in with the benchmarks for
guaranteeing the customer view of high caliber.

Materials and method:

❖ The paper follow the doctrinal type of method for research the present study demands
a analytical and descriptive type of research the data that I collected for the secondary
source of data from various source like book web page and articles.

Vision Mission Quality Policy :

Vision :
“Becoming A remarkable entity in automobile industry with the support of
spirituality, honesty, ethical practice dedication and sustainable practices creating a value
addition among the every stake holder associated with and thereby contributing a bit to nation
building”

Mission :
“To become a enterprise with 100% customer satisfaction being
customer friendly. Transparent and archiving goals with innovation”
Material Handling :

MANUFACTURING: PRIORITISING SAFETY AND

SUSTAINING OPERATIONS
❖ Material handling is the movement, protection, storage and control of materials and
products throughout manufacturing, warehousing, distribution, consumption and
disposal.

❖ As a process, material handling incorporates a wide range of manual, semi-automated

and automated equipment and systems that support logistics and make the supply chain
work.

❖ Royal Enfield has a rich 120-year legacy of continuous production during which it saw
major wars and pandemics.

❖ Even in those times, it continued manufacturing world-class, legendary motorcycles

while prioritising the safety of its people.

❖ Taking ahead this epitome of good manufacturing practices during the current times,
unique methods have been adopted to ensure sustained business operations across the
Company’s manufacturing plants with increased focus on safety and well-being of the
employees.
Information Flow in the Organization:

Managing
Director

Assistant General
Manager

Department
Managers

Department
Executives

Assistant
Managers

Labours
Product Quality :

❖ In your Company’s constant pursuit of being number one in customer

satisfaction, varied initiatives were taken in different areas from the perspective
of quality during the year.

❖ In an endeavour to relentlessly deliver even in the pandemic time, Royal Enfield

maintained its rigour to reach out to domestic and international dealers and
collect feedback straight from the customers to identify opportunities for further
improvement in the product quality.

❖ Setting up systems such as ‘Customer Satisfaction Motorcycle Evaluation

System’ resulted in improving customer experience through analysing and
enhancing ride and comfort aspects.

❖ In order to ensure quick response on quality improvement actions, digitisation

initiatives were undertaken to reduce cycle time for analysis and resolution.

❖ All features and characteristics of the motorcycles were carefully evaluated to

deliver the best-in-class build quality.

❖ As a result, the newly launched Meteor 350 was crowned with many laurels
including the most prestigious Indian automotive awards “The Indian
Motorcycle of the Year 2021 (IMOTY)”. The motorcycle has further raised
internal quality benchmarks.

❖ Your Company was upgraded from a Quality Management System certification

to an Integrated Management System certification in Safety, Health,
Environment & Quality (SHE-Q).

❖ This certification validates that your Company conforms to the highest quality
standards and its commitment towards providing a safe and conducive working
environment to its employees.
❖ It has helped in increasing employee performance and customer satisfaction
through continual improvement.

❖ Various innovative ideas enabled your Company to improve the reliability of

the product by continuous focus on eliminating perennial failures on all the
processes.

❖ For example, no incident has been reported on the persisting problem of fuel
tank leakage since June 2019.

❖ In view of global expansion with many new products in the offering, your
Company will continue to strive to deliver on global quality standards for a
better customer experience.
Inventory Management :

❖ While sales of bikes up to 350cc are down 5% in October, those above 350cc,
including the 650 twins are up 160% (7,707 units). This segment also saw 58% YoY
growth in April-October with 53,220 units.

❖ Festival-led demand in October has led to a spike in sales for some automakers and
among two-wheeler OEMs, Royal Enfield has benefited substantially to the extent that
its inventory level is down to about three weeks.

❖ In fact, the situation has resulted in a stock-out situation in many key markets in West
and North India.

❖ This latest update comes from a report released by Centrum Research. Interestingly,
apex dealer body FADA has for long been urging OEMs to reduce their piled-up
inventories, which had reached alarming proportions in the past 6-8 months.
❖ “Dealer checks suggest inventory stock-out in key markets of West and North India,”
reveals the Centrum Research report.

❖ A query to Royal Enfield as to how it plans to address the stock-out situation in key
markets remained unanswered till the time of this report.

❖ Monthly despatch data released by Royal Enfield on Friday (November 1) indicates a

total of 71,964 units in October 2019, a YoY growth of 2 percent (October 2018: 70,451
units) and a MoM growth of 31 percent (September 2019: 54,858 units).

❖ The company further reported that sales of the motorcycles up to 350cc have declined
by 5 percent but sales of bikes above 350cc, which includes the 650 twins -- Interceptor
650 and the Continental GT 650 -- have registered a YoY growth of 160 percent with
7,707 units.
❖ This segment also saw a 58 percent YoY growth in the April to October 2019 period
with 53,220 units sold.
❖ The 650 twins’ Diwali sales would be just what the doctor ordered for Royal Enfield,
which has found the going somewhat tough in the face of growing competition.

❖ According to FADA's advisory note in mid-October, "Two-wheeler inventory, despite

factoring in the festive season demand, continues to be very high and is a very big cause
of concern.

❖ FADA urges all OEMs to be judicious in their assessment of the retail conditions and
accordingly regulate their wholesale billing as the demand situation continues to be in
a dynamic state.

❖ If retail growth is projected beyond a realistic situation, it can once again lead to a high
inventory situation in this tricky phase of BS-VI transition which is just 5 months
away."
 Financial Department :

Introduction :

❖ A Finance department is the unit of a business responsible for obtaining and handling
any monies on behalf of the organization.

❖ Besides the traditional roles of handling the payroll, income and expenses, finance
department responsibilities also include economic analysis to improve key business
strategies.

❖ Financial management refers to the efficient and effective management of money

(funds) in such a manner as to accomplish the objectives of the organization.

❖ It is the specialized function directly associated with the top management.

❖ The significance of this function is not seen in the line but also in the capacity of staff
in overall of a company.

❖ It has been defined differently by different experts in the field.

❖ Royal Enfield was the brand name under which the Enfield motor cycle company
manufactured motorcycles, bicycles and stationary engines.

❖ The first Enfield motor cycle was built in 1901; the original British concern was
defunct by 1970 .The Enfield cycle company is responsible for the design and original
production of the royal Enfield bullet, the longest-lived motorcycle design in history.
Last 4 year Balance sheet :
HR Department

Introduction :

❖ The human-resources department (HR department) of an organization

performs human resource management, overseeing various aspects of
employment, such as compliance with labour law and employment
standards, interviewing, administration of employee benefits, organizing
of employee files with the required documents for future reference, and
some aspects of recruitment (also known as talent acquisition) and
employee offboarding.

❖ They serve as the link between an organization's management and its

employees.

❖ In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and
later merged with it in 1994.It was during this merger that the name Enfield India
changed to Royal Enfield.

❖ The Eicher Group is one of India's leading automotive groups with diversified
interests in the manufacture of Tractors, Commercial Vehicles, Automotive Gears,
Exports
Organizational structure of HR department:

General
Manager

sales Service Service

Manager Manager Manager

Showroom Service
Accountant
in charge supervisor

Team Assistant
Service Staff
Manager Accountant

Sales
Representive
Recruitment
❖ Recruitment refers to the process of identifying, attracting, interviewing, selecting,
hiring and onboarding employees. In other words, it involves everything from the
identification of a staffing need to filling it.
❖ Depending on the size of an organization, recruitment is the responsibility of a range of
workers. Larger organizations may have entire teams of recruiters, while others only a
single recruiter.
❖ In small outfits, the hiring manager may be responsible for recruiting. In addition, many
organizations outsource recruiting to outside firms. Companies almost always recruit
candidates for new positions via advertisements, job boards, social media sites, and
others. Many companies utilize recruiting software to more effectively and efficiently
source top candidates. Regardless, recruitment typically works in conjunction with, or
as a part of Human Resources.

Royal Enfield Recruitment process :

Royal Enfield selection process may be based on following stages such as

1. Written (Technical & Arithmetic Aptitude)

2. Group Discussion
3. Personal Interview

Royal Enfield Recruitment Selection process :

The selection process Is Based on the post you are Applying For how Ever for
entry Level Position In Royal Enfield Recruitment Selection Process There
Mainly Three Steps That Are As Follow-

1. Telephonic Round
2. Aptitude written test Online
3. Technical Interview
4. HR Interview
5. Document verification
Training
❖ To ensure a successful training event, Nanda Shende, Training Program Manager on
the Customer Experience team, and Adrian Marshall, Manager, CAD and AR, began
exploring ways to offer an engaging experience that maximized learning retention and
understanding.

❖ They decided to leverage AR to create a more dynamic, interactive experience that

would accompany the planned presentations and lectures.

❖ As long-time users of PTC’s industry-leading CAD software, Creo, Royal Enfield

recognized they could leverage that investment to create robust AR experiences with
Vuforia Studio, part of the Vuforia Enterprise AR suite.

❖ Vuforia Studio is an efficient AR authoring and publishing solution which transforms

existing 3D CAD models into immersive, dynamic AR experiences.

❖ Creo Illustrate was also used to create animated sequences for the CAD models to be
used in the AR training experience.

❖ Royal Enfield envisioned an experience that enabled sales teams to interact with the
Meteor motorcycle during the training event.

❖ The AR experience, using advanced Model Target technology, allowed users to click
on different parts of the motorcycle to view details about key features, watch videos
describing the technology, and more.

❖ Royal Enfield recognized that this tool, in the hands of the sales teams, would facilitate
the knowledge transfer of complex subjects and help them to better understand and
retain relevant information about the new bikes.

❖ “By turning the sales training from a passive experience into an active experience, we
would create a level of dynamic interaction that helps participants understand and
absorb the information better,” said Marshall.
 CHAPTER 5 : FINDINGS

➢ FINDINGS:-

1. It is inferred that most of the Royal Enfield users are youths. Adults and aged
people do not prefer Royal Enfield Bike.
2. Majority of the Royal Enfield users are interested to buy the model because of
its riding comfort and performance.
3. Majority of the respondents come to know about Royal Enfield through friends
and relatives.
4. Most of the respondents feel that the price of Royal Enfield is affordable.
 CHAPTER 6 : SUGGESTIONS CONCLUTION

➢ SUGGESTIONS:-

 Royal Enfield so far appeal and attract males more than females, steps should
be taken to attract females too towards the bikes and encourage them to see
Royal Enfield as a suitable option for them.
 The service level offered by various service centers are way below average and
this affects the satisfaction level of the customers, the company should take
necessary steps to ensure every service centers are up to standard and the
customers are satisfied with the service received.
 There should also be better communication and connection between various
service centers and dealers in the area for better availability of spare parts and
faster services.
 CHAPTER 7 : CONCLUTION

➢ CONCLUSION :

❖ The study has helped Royal Enfield dealers to understand whether the customers are
satisfied or not.

❖ If not what are main reasons for dissatisfaction of customer towards the dealer and what
are the ways of improving the satisfaction level of customer towards dealer.

❖ We can conclude younger generation and middle age are more interested in Royal
Enfield, the buying behaviour is governed predominantly by the need for Power and
respect forth iconic Brand and users are mostly Professional Males, 20-35 years of age,
including some students.

❖ Most of the customers are attracted to newly released Classic350/500, also customers
are easily affording the price of Royal Enfield bikes and customers are very loyal
towards the brand Royal Enfield.

❖ Royal Enfield should concentrate on its advertising campaign to reach the customers,
mileage of the Royal Enfield bikes is very economical and most of them prefer to buy
their bike brand newform showroom with the spare parts available in market easily.

❖ Royal Enfield has an excellent satisfaction level within the customer for its power, pick
up, comfort, safety and with after sales service.

❖ It is clear that Royal Enfield checks at the complaints registered by their customers on
regular basis to maintain its brand value and entire Royal Enfield owner are passionate
Royal Enfield.
 CHAPTER 8 : BIBLIOGRAPHY

➢ BIBLIOGRAPHY:

Websites Referred

www.google.com

www.royalenfield.com

www.wikipedia.com

www.enfieldmotorcycles.com