Enfield Case Study Essay

This case was prepared by the authors and is intended to be used as a basis for class discussion. The views represented here are those of the authors and do not necessarily reflect the views of the Society for Case Research. The views are based on professional judgment. Copyright © 2013 by the Society for Case Research and the authors. No part of this work may be reproduced or used in any form or by any means without the written permission of the Society for Case Research.

Introduction

The history of RoyalBullet goes back to the time when Enfield was not a motorcycle manufacturer. Enfield manufacturing company ltd. Was formed when Townsend cycle company located in Redditch was taken over by R.W Smith and Albert Eadie. They started as a supplier of precision rifle parts to the Royal Small Arms factory in Enfield, Middlesex.The first Enfield motorized vehicle was produced in 1901. It was a cycle with the engine mounted on its front wheel whereas in 1904, the engine was moved inside the frame.Enfield proved its power and competence during the World War-I where it played a major role for the Royal Army. They supplied the Royal army with the 6 HP motorcycles which were equipped with Lewis machine guns and stretchers

After the war, Enfield resumed its production for

The story of RoyalEnfield is very intriguing. “A cult brand that everyone looked upon butno one was willing to buy”. (Prashar & Singh, 2013) In the year 2000, the sales and profits of the RoyalEnfield went down drastically. The sales fell to three times shorter than installed production capacity of the plant that the board of directors at Eicher motors decided to either shut down or sell off the Chennai based company division which manufactured the iconic Bullet motor