Royal Enfield SWOT Analysis, Competitors & USP

SWOT analysis of Royal Enfield analyses the brand by its strengths, weaknesses, opportunities & threats. In Royal Enfield SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Royal Enfield to benchmark its business & performance as compared to the competitors. Royal Enfield is one of the leading brands in the automobiles sector.

The article below lists the Royal Enfield SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Royal Enfield SWOT Analysis:

SWOT Analysis of Royal Enfield

For Royal Enfield, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Royal Enfield Strengths

The strengths of Royal Enfield looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Royal Enfield :

1. Size and scale of parent company

2. Effective Advertising Capability

3. High emphasis on R and D

4. Established brand name in the cruiser market

5. Established market distribution channel
6. Exports motorcycles to 31 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other countries

Royal Enfield Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Royal Enfield SWOT Analysis:

1. Weight of the motor cycle can be an issue for few customers.
2. Mileage of high cc bikes is an issue

Royal Enfield Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Royal Enfield SWOT Analysis:

1.Two-wheeler segment is one of the most growing industries
2.Export of bikes is limited i.e. untapped international markets

Royal Enfield Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Royal Enfield are as mentioned:

1. Strong competition from Indian as well as international brands
2. Dependence on government policies and rising fuel prices
3. Better public transport will affect two-wheeler sales

Royal Enfield Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 7 competitors of Royal Enfield:

1. Bajaj Auto Limited
2. Hero Motor Corp (Hero Honda)
3.TVS
4.Suzuki
5. Harley Davidson
6. Yamaha
7. Ducati Superbike

Hence this concludes the Royal Enfield SWOT analysis.

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About Royal Enfield

Royal Enfield Overview
Parent Company	Madras Motors & Royal Enfield
Category	Motorcycles, Scooters
Sector	Automobiles
Tagline/ Slogan	Handcrafted in Chennai; Trip
USP	Make bike like their motto “Made like a gun, goes like a bullet”
Royal Enfield STP
Segmentation	Middle-class people who want a bike that is stylish and powerful
Target Market	Middle class youth from the age bracket of 25-35
Positioning	A powerful motorcycle for bike adventurers
Royal Enfield Product Portfolio
Brands	1. Royal Enfield Bullet 2. Royal Enfield Classic 3. Royal Enfield Thunderbird The above mentioned brands are the prominent products under the Royal Enfield product portfolio.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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