Product Strategy of Motorbike Industry in Bangladesh: A Case Study on TVS Auto Bangladesh Ltd.

Abstract

The motorbike industry in Bangladesh has witnessed substantial growth in recent years, driven by factors such as increasing disposable income, improved road infrastructure, and changing consumer preferences. This thesis paper presents a comprehensive analysis of the product strategies adopted by three prominent motorbike manufacturers in Bangladesh: TVS Auto Bangladesh Ltd. The study utilizes a case study approach, incorporating both qualitative and quantitative research methods. Primary data is collected through interviews with key stakeholders, including executives from the respective companies, industry experts, and consumers. Additionally, secondary data from industry reports, academic literature, and online sources are employed to complement the primary findings. The analysis examines various aspects of the product strategies, including product development, market segmentation, branding, pricing, and distribution channels. Furthermore, it explores the unique challenges and opportunities faced by each company in the competitive landscape of the Bangladeshi motorbike industry. The findings reveal that all three companies have implemented distinct product strategies to cater to the diverse needs and preferences of Bangladeshi consumers. TVS Auto Bangladesh Ltd. have introduced a wide range of motorbike models with features and specifications tailored to different customer segments. Additionally, they have emphasized effective branding and marketing strategies to enhance their brand equity and attract target customers. The study concludes by providing valuable insights into the product strategies of TVS Auto Bangladesh Ltd. in the Bangladeshi motorbike industry. The findings contribute to the existing body of knowledge on product strategy and provide practical recommendations for motorbike manufacturers operating in Bangladesh. It is hoped that this research will serve as a valuable resource for industry practitioners, academics, and policymakers interested in understanding and improving the motorbike industry in Bangladesh.