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Atlas Cycle Case Study Group 4

Atlas Cycles, once the largest bicycle manufacturer in the world, is facing extinction due to its failure to adapt to market changes. The document outlines a Blue Ocean Strategy that includes product innovation, market expansion, partnerships, and a strong digital presence to revitalize the brand. Recommendations include introducing electric bicycles, targeting underserved markets, and exploring global expansion opportunities.

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Shubhangi Mishra
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34 views5 pages

Atlas Cycle Case Study Group 4

Atlas Cycles, once the largest bicycle manufacturer in the world, is facing extinction due to its failure to adapt to market changes. The document outlines a Blue Ocean Strategy that includes product innovation, market expansion, partnerships, and a strong digital presence to revitalize the brand. Recommendations include introducing electric bicycles, targeting underserved markets, and exploring global expansion opportunities.

Uploaded by

Shubhangi Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Atlas Cycle Case

Study
Presented By:
GROUP 4
Introduction
 Atlas Cycles is a household name in India. It was once the largest bicycle
manufacturer in the world, with a capacity to produce 4 million bicycles
annually. Its cycles were known for their sturdiness, durability, and
affordability.
 The rise of Atlas Cycles can be traced back to its humble beginnings in 1951.
The company was founded by Jankidas Kapoor, a visionary entrepreneur who
saw the potential of the bicycle market in India. Kapoor started the company
with a small workshop in Sonipat, Haryana. The first bicycle was produced in
1952 and was an instant success.
 Atlas Cycles grew rapidly in the following years. The company expanded its
production capacity and opened new dealerships across the country. It also
became the official supplier of bicycles to the Indian Army and the Indian
Railways.
 The story of Atlas Cycles is a cautionary tale about the dangers of
complacency. The company was once the leader of the Indian bicycle market,
but it failed to adapt to the changing times. As a result, it is now on the
verge of extinction.
Blue Ocean Strategy For Atlas Cycle
 Product Innovation: Develop innovative bicycles that cater to specific market niches
or address unique customer needs. This could include electric bicycles, customized
designs, or bicycles with advanced features like built-in navigation systems.
 Market Expansion: Identify untapped markets or demographics that have not been
targeted by traditional bicycle manufacturers. This might involve focusing on regions
with limited transportation options or marketing to specific age groups.
 Partnerships and Collaborations: Collaborate with technology companies to
integrate smart features into bicycles, such as IoT capabilities for tracking fitness data,
navigation, and safety features.
 Digital Presence: Develop a strong online presence through an interactive website,
social media, and e-commerce platforms to reach customers directly and provide a
seamless buying experience.
 Brand Positioning: Position Atlas Cycles as a lifestyle brand that promotes health,
sustainability, and adventure, appealing to consumers looking for more than just a
means of transportation.
 Global Expansion: Explore opportunities to expand beyond the local market, targeting
regions with high demand for bicycles and aligning with the identified market niches.
Recommendations
 Product Innovation: Example: Atlas Cycles could introduce a line of electric bicycles
targeting urban commuters. These e-bikes could feature removable batteries, regenerative
braking, and smartphone integration for navigation and fitness tracking.
 Market Expansion: Example: Atlas Cycles could identify regions with poor public
transportation systems and limited options for short-distance travel. They could then
market their bicycles as affordable and convenient alternatives for daily commuting in
these areas.
 Partnerships and Collaborations: Example: Atlas Cycles could partner with a health
tech company to create a bicycle that syncs with fitness apps, tracks health metrics, and
provides personalized workout recommendations based on the rider's goals.
 Digital Presence: Example: Atlas Cycles could develop an augmented reality (AR) app
that allows customers to visualize how different bicycle models would look in their desired
colors and configurations before making a purchase.
 Brand Positioning: Example: Atlas Cycles could sponsor local cycling events and
promote their bicycles as tools for both adventure and fitness. They could also collaborate
with environmental organizations to highlight their commitment to sustainability.
 Global Expansion: Example: After successfully establishing a strong presence in their
home country, Atlas Cycles could explore markets in Southeast Asia where bicycles are a
common mode of transportation. They could tailor their product offerings to meet the
specific needs of those regions.
THANK YOU
Presented By:
22BSP1195 PRANALI KOTHARI
22BSP1394 RITWIK TIWARI
22BSP1407 ROHANSHI DAXINI
22BSP1431 RUPESH MAKIM
22BSP1460 SAHIL SHAH
22BSP1464 SAI SAPLE
22BSP1470 SAKSHI BHADARGE
22BSP1488 SAMEENA TAMBOLI
22BSP1496 SANAT SATIJA
22BSP1581 SHIVAM CHOUDHARY
22BSP1648 SHUBH THAKKAR

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