The bicycle industry is one of the most established industries in India and is the second largest bicycle manufacturer in the world. In the recent past India has witnessed significant increase in the number of bicycle manufacturers and bicycle exporters. In the given case study attempt has been made to answer various questions relating to the success of ADDO brand of Eastman Industries Ltd., short-comings in the business model and its scope for the improvement. It is found that the dealers are dissatisfied with its irregular supply, defective packaging, inadequate advertisement, poor management of customer complaints & credit policy. The survey has shown that more than 50 percent dealers are satisfied from the ADDO brand. Therefore the company
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In the recent past India has witnessed significant increase in the number of bicycle manufacturers and bicycle exporters. Today, the Indian bicycle manufacturing finesse and bicycle spares industry is widely known for its quality standards worldwide.
The annual domestic demand of bicycles in India is approximately 10 million units out of which around 2.5 million units are constituted by the government for the various welfare schemes that it runs. Exports out of India are largely to Africa and the less developed economies and negligible to western markets.
Eastman Industries Ltd with a legacy of 30 years of market leadership is a legend and pioneer in export of bicycles and bicycle parts. The company has revenues exceeding US$ 110 million. Since its inception more than 30 years ago, Eastman Industries Limited has stood for Innovation, Quality Performance and Impeccable service and these key fundamentals have been the reason for outstanding Revenue growth Year on Year.
Eastman Industries Limited Eastman Industries Limited started selling Complete Bicycle & Bicycle parts in Indian market under “ADDO” Brand. The turnover of the following three years has …show more content…
Can Eastman plunge into Motor Cycle Tyres?
3. Which are the most selling bicycle spare parts?
4. Short-comings if any?
5. Where the company does needs to improve?
RESEARCH METHODOLOGY
Based on the questions provided by the company it was decided to conduct a survey based research from the dealers of the EIL. Top 10 Dealers each from 12 states (for the Financial Year 2010-11) of Eastman Industries dealing with ADDO brand were approached for the telephonic survey.
• Many dealers could not be contacted due to non availability and incorrect contact information.
• Some of them refused to be a part of the survey due to busy schedules.
• A total of 67 dealers participated in the survey pan India.
A structured questionnaire was prepared (appended) to derive specific set of parameters from the dealers regarding their perception on ADDO brand of bicycles from Eastman. The questions pertaining to most selling segment in bicycles, reasons for success of ADDO, satisfaction from ADDO, suggestions for the improvement, etc. were included in the questionnaire.
FINDINGS OF THE SURVEY
1. Factors giving ADDO competitive advantage.
The surveyed dealers were of the view that ADDO brand scores over the competitors in terms of good quality and looks. The responses from dealers are summarized in the Figure
In the recent past India has witnessed significant increase in the number of bicycle manufacturers and bicycle exporters. Today, the Indian bicycle manufacturing finesse and bicycle spares industry is widely known for its quality standards worldwide.
The annual domestic demand of bicycles in India is approximately 10 million units out of which around 2.5 million units are constituted by the government for the various welfare schemes that it runs. Exports out of India are largely to Africa and the less developed economies and negligible to western markets.
Eastman Industries Ltd with a legacy of 30 years of market leadership is a legend and pioneer in export of bicycles and bicycle parts. The company has revenues exceeding US$ 110 million. Since its inception more than 30 years ago, Eastman Industries Limited has stood for Innovation, Quality Performance and Impeccable service and these key fundamentals have been the reason for outstanding Revenue growth Year on Year.
Eastman Industries Limited Eastman Industries Limited started selling Complete Bicycle & Bicycle parts in Indian market under “ADDO” Brand. The turnover of the following three years has …show more content…
Can Eastman plunge into Motor Cycle Tyres?
3. Which are the most selling bicycle spare parts?
4. Short-comings if any?
5. Where the company does needs to improve?
RESEARCH METHODOLOGY
Based on the questions provided by the company it was decided to conduct a survey based research from the dealers of the EIL. Top 10 Dealers each from 12 states (for the Financial Year 2010-11) of Eastman Industries dealing with ADDO brand were approached for the telephonic survey.
• Many dealers could not be contacted due to non availability and incorrect contact information.
• Some of them refused to be a part of the survey due to busy schedules.
• A total of 67 dealers participated in the survey pan India.
A structured questionnaire was prepared (appended) to derive specific set of parameters from the dealers regarding their perception on ADDO brand of bicycles from Eastman. The questions pertaining to most selling segment in bicycles, reasons for success of ADDO, satisfaction from ADDO, suggestions for the improvement, etc. were included in the questionnaire.
FINDINGS OF THE SURVEY
1. Factors giving ADDO competitive advantage.
The surveyed dealers were of the view that ADDO brand scores over the competitors in terms of good quality and looks. The responses from dealers are summarized in the Figure