Triumph: A Tale of Revival

A BRITISH BIKE MANUFACTURER'S JOURNEY TO GLOBAL SUCCESS

INTRODUCTION

 Triumph, a historic British bike manufacturer, faded

out of prominence in their home market three
decades ago. However, the company experienced
a resurgence internationally. In 2010, Triumph sold
7,562 bikes in the UK, but 50,000 worldwide,
indicating the success of its international strategy.
TRIUMPH'S MANUFACTURING
FACILITIES

 Triumph's famous manufacturing facility in Warwickshire closed in

1983. However, the Indian factory remained operational and has
become very popular in recent years.

s e d
c l o
Decline in Domestic Market
Shifting consumer preferences and economic
challenges led to a decline in motorcycle sales in
the UK, affecting triumph's market position and
revenue
 Global Expansion
•Despite the decline in the UK, triumph strategically leveraged
its indian manufacturing facility, capitalizing on the growing
demand for motorcycles in emerging markets.
•The company adapted its production, marketing, and
distribution processes to suit diverse market demands,
especially in india, where motorcycles have gained immense
popularity.
 CHALLENGES IN INDIA

 The agency struggles to meet demand in India, leading to a six-

month ready list for customers. India's middle-income group has
embraced the car as a low-cost commodity, even using them as
dowries in weddings.
 TRIUMPH'S SUCCESS IN INDIA

 Triumph's success in India stands as a splendid case study. Despite

challenges, Triumph adapted to the market dynamics, redefined its
strategies, and emerged as a preferred choice among the middle-
income group, showcasing the brand's resilience and innovation.
 Financial Impact

 Triumph's decision to focus on international markets, especially

India, proved to be a strategic move. With only 7,562 bikes sold in
the UK in 2010, compared to 50,000 worldwide, Triumph's global
strategy resulted in substantial sales growth and revenue increase.
This expansion likely helped them offset the decline in the domestic
market.
SALES IN 2010
60000
50000
40000
30000
20000
10000
0
UK WORLD
WIDE
 CONCLUSION

 Triumph's journey from fading out in the home market to thriving

internationally, especially in India, highlights the challenges and
successes in adapting to changing market dynamics. The case of
Triumph serves as a remarkable example of strategic
transformation in the face of evolving consumer preferences