Business Plan and Marketing Strategies of a new product line of Moped's called "Hawk"
By Pratik Mehta
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Executive Summary
For the purpose of this project, we have chosen the two-wheeler industry. We plan to manufacture and sell mopeds in the semi-urban and rural areas of selected districts in Maharashtra.
We assume that there is no player of mopeds in the rural market and hence we will have the first-mover advantage. But this also means that we will have to create awareness of the concept of a moped. This will be done through our promotion strategy.
We have assumed ourselves to be Bajaj Auto Ltd. Being a major player in the Indian 2-wheeler industry; we have the required resources to launch the moped successfully in the Indian rural market. Also, since we are already into the business of a similar product, we know and recognize the pulse of the Indian customer, urban, as well as rural.
We plan to call our moped ‘HAWK’. It will have a 4-stroke 75 CC Diesel Engine with a maximum of 5bhp @ 5500 RPM. This extra power will be useful for it in the rural market for the various uses the rural customers will find for it. We will have additional features suited to the rural markets and also special accessories that will help the customer get the most out of his moped. It will be a true ‘Value-for-money’ product and will be available in varied colours suited to the rural market.
We have chosen to launch HAWK in Maharashtra. We have 2 manufacturing plants already in Maharashtra and we plan to launch it only in a select few districts in Maharashtra, which are near to our plant.
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