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Group Member: Abhilah kumarSaquib Javed

Mini Alag

Lokendra

Sandeep

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The main aim of the project is to launch Herocycle in USA.

The most important factor while purchasingcycles are quality, price and Credit policy.

Hero cycle make entry in the USA throughWheelie Deals a wholesale distributers.

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The Hero group chairman is Mr. BrijmohanLal.

Hero group has been established in 1956. The philosophy of the company is To

provide excellent transportation to thecommon man, at a price he could easilyafford Portfolio of Hero Group are bicycles, motor

cycles, mini motor cycles and mopeds. HERO CYCLES LTD entered into the GUINNESS

BOOK OF WORLD RECORD in 1986.

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Hero Group Turnover is Rs. 20000 Crore in2007-2008.

Hero cycles ltd is producing 21500 bicyclesper day.

Hero is the largest exporter of two-wheelersin India.

Hero is the largest dealer network of morethan 4000.

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STRENGHTS

MANAGEMENT WITH VISION GOOD CORPORATE IMAGE STRONG BRAND IMAGE MATERIAL QUALITY SATISFACTORY

GOOD CUSTOMER BASEWEAKNESS INABILITY TO ACCOMMODATE CUSTOMERS IN

URGENCIES

NEW DEVELOPMENTS, PERPETUAL DELAY DELAY & DAMAGES DURING TRANSPORTATION LESS CREDIT PERIOD

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OPPOURTUNITIES

GROWTH AND ECONOMY WILL PULL THEDEMAND

DIRECT/ INDIRECT EXPORT OPPORTUNITIESTO INCREASE THE MARKET

THE COMPANY CAN INCRESE ITS MARKETSHARE BY INCRESING ITS PRODUCTIONCAPCITY OR BY JOINING HANDS WITHWHEELIE DEALS IN USA.

INCREASE MARKET SEGMENTS TO CATERAND TO INCREASE CUSTOMER BASE

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THREATS

HUGE IDLE & ADDITIONAL CAPACITY IN

EXPANSIONS IN NEW MARKET EXISTENCE OF COMPETITION WILL CUT

DOWN PROFITS

HIGH TRANSPORTATION COSTS

MAJOR COMPITITORS OF HERO AREIMPROVING THEIR QUALITY AND DELIVERY

SMALLER SUPPLIER ARE INCREASING THEIR

CREDIT PERIOD

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Market summary

Wheelie Deals is the american distributor sothis company is having good knowledgeabout American market which will help toserve the market.

Market needs

Wheelie Deals seeks to fulfill the followingbenefits

SelectionAccessibility

Customer service

Competitive pricing

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Buying Patterns

Both school going and college going studentslike to have cycles in USA.

They mostly prefer spotty cycles. There are some variables which influence the

purchasing decision likeprice,availibilty,shipping time.

Product offeringSome of the manufacturers that Wheelie Deals

sells are:

Shimano

White Industries Syncros

Mavic

Chris King

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Trade shows Advertisements

Website

Marketing Objective

Increase repeat customers base

Create general awareness of Hero cycles

Financial objective

A double digit growth rate for the first fiveyears.

Profitability within one year.

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Target Markets

Target area will be school going children andcollege students.

Target markets for Wheelie Deals will be

Independents Bicycle Shops

Chain Bicycle Shops.

Marketing MixHero cycle & Wheelie Deals' marketing mix is

comprised of the following approaches topricing, distribution, advertising andpromotion, and customer service.

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Hero cycle & Wheelie Deals conducted two

focus group in which there were various retailshop owners/employees.

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