Driving Growth: Strategies for India's Leading 2 & 3-Wheeler Manufacturer

Introduction

India's leading 2 & 3-wheeler manufacturer is facing a critical growth challenge. While the industry is expanding at a robust rate of 9-10% annually, the company's growth has stagnated at 4-5%. The Scooter segment, contributing 25% to revenue, is growing at 10%, significantly trailing competitors who achieve 20% growth. Meanwhile, the E-Rickshaw segment, with a dominant 70% market share and accounting for 70% of revenue, operates in a stagnant market. This presentation aims to deliver actionable strategies to elevate the company's growth to match or exceed the industry's 9-10% rate within one year, focusing on revitalizing Scooters and expanding E-Rickshaws.

Methods

To tackle this challenge, we adopted a structured four-step approach:

Understand & Clarify the Problem Statement: We analyzed the company's performance data, industry benchmarks, and segment-specific challenges to ensure a clear understanding of the growth gaps.

Structure the Problem: Using the A4 sheet technique, we organized the data by segment and applied frameworks like SWOT analysis, Porter's Five Forces, and the BCG Matrix to guide our evaluation.

Analyze the Case: We compared the company's growth trends over time and against competitors, identifying root causes such as limited electric offerings in Scooters and market saturation in E-Rickshaws.

Arrive at a Conclusion: We formulated specific, realistic recommendations with an implementation plan, validated through a feasibility check to ensure they align with the growth target.

Results

Our findings and recommendations are detailed below, organized into key areas:

Current State Analysis

Company growth: 4-5% vs. industry 9-10%.

Scooters: 10% growth vs. competitors' 20%, due to weak electric vehicle (EV) offerings and marketing (BikeWale).

E-Rickshaws: 70% market share, but stagnant market due to infrastructure gaps and saturation (MarkNtel Advisors).

Strategic Recommendations for E-Rickshaws

Market Expansion: Target Tier-II/III cities (e.g., Lucknow, Coimbatore) to tap new demand (Future Market Insights).

Product Enhancements: Launch premium models with AC and GPS for niche markets like tourism (Transparency Market Research).

Charging Infrastructure: Partner with local entities to build charging networks (MarkNtel Advisors).

Strategic Recommendations for Scooters

Innovation & R&D: Introduce an electric scooter with 150 km range and 2-hour fast charging, inspired by OLA S1 Pro (BikeWale).

Customer Segmentation: Target urban youth (stylish EVs) and families (reliable ICE models) (ACKO).

Marketing Strategy: Launch a digital campaign with Instagram/YouTube influencers (BikeDekho).

Framework Application

SWOT: Strengths (E-Rickshaw dominance), Weaknesses (Scooter lag), Opportunities (EV trend), Threats (competition).

Porter's Five Forces: High competition in Scooters; infrastructure barriers in E-Rickshaws.

BCG Matrix: E-Rickshaws as Cash Cow, Scooters as Question Mark.

Conclusion

The proposed strategies will enable the company to achieve 9-10% growth within one year. The Scooter segment will target 20% growth through innovation and marketing, while E-Rickshaws will aim for 5-7% growth via market expansion and enhancements. These practical and creative solutions align with industry trends, leveraging the company's strengths to close the growth gap and potentially surpass the industry's performance.

References

https://www.bikewale.com/best-scooters-in-india/

https://www.marknteladvisors.com/research-library/india-e-rickshaw-market.html

https://www.futuremarketinsights.com/reports/e-rickshaw-market

https://www.transparencymarketresearch.com/e-rickshaw-market.html

https://www.acko.com/two-wheeler-insurance/best-scooty-in-india/

https://www.bikedekho.com/best-scooters

https://www.grandviewresearch.com/industry-analysis/electric-scooters-market