TOS (Technology Operations & Strategy):- Group Project (Group C)

Proposal-1 Uber & Ola: Disrupting mobility solutions

Why they are interesting?
Disrupting the mobility industry towards experience from an ownership model and redefining the user
experience at all levels of the value chain, Uber and Ola are at the core of the paradigm shift change happening
in the way people thought they could travel.
It will be interesting to study:

How these companies plan to expand alongside and along with the automotive OEMs?
Who are their competitors and who are their collaborators?
Whether this paradigm shift is a challenge for auto OEMs or an opportunity?
Can they continue to disrupt to remain competitive while facing challenges from unorthodox
competitors e.g. Google, Facebook or Tesla

Scope of Study:

Expansion strategy and modus operandi

o Whether they want to own their cars or they want to just be a market platform for buyers and sellers?
o How they ensure the credibility of drivers and safety for their passengers?
o How do they plan to improve their bottom-line?
Buyers and suppliers
o Do they have a traditional buyer supplier ecosystem?
o Will they need an ecosystem in future for sustaining their competitive advantages?
Substitutes
o Are local taxis their substitutes or complements?
External environment
o Government regulation e.g. extra Airport charge of 100 INR for Uber and Ola
o Resistance from auto rickshaw and taxi unions

Data Sources:
Official websites of Ola & UBER, Database websites in the library, Newspaper and leading magazine articles
etc.

Group Members- Adesh Midha, Pavan Rapaka, Shreevishnu Rao NS, Angad Khera, Manish Tewari,
Abilash Soundararajan

Proposal-2 Harley Davidson & Royal Enfield

Why they are interesting?
Two competing firms in the 200+ cc cruiser bike segment . Cruiser bikes are normally characterized by relaxed
riding position, higher capacity engines, less mileage and low end torque. In the past decade, India has emerged
as a big market for cruiser bikes. Customers are wanting to spend on premium and luxury motorcycle segments.
This has created huge opportunity for Harley Davidson and Royal Enfield to explore manufacturing capabilities
in India.
It will be interesting to study

How these companies plan to expand operations and sales in the next decade?
Who are their competitors and who are their collaborators?
How consumer buying preferences for two-wheelers have changed in the past decade and how they
would evolve in future?

Scope of Study:

Market share, growth trends and forecasts

o Study the product mix and customer segmentation of both players.
o How both firms are competing for market share in cruiser bike Industry?
o Changing consumer needs for cruiser bike segment.
Channels and Product Differentiation
o Understand the distributor channels and reach to target customers.
o Value chain: Study of the sourcing and procurement strategies of both players.
o Understand bargaining power of buyers and sellers in the motorcycle industry.
o Identify competitive advantages of each of the players and steps to be undertaken to sustain them.
Internal and External Competitors
o Are non cruiser bikes (especially less than 150 cc bikes) substitutes or complements?
o Are other two wheeler segments such as scooters and mopeds a threat to cruiser bike segment?
External environment
o Changes in government regulations to support motorcycle Industry.
o Effect of rising disposable income on buying patterns of customers.

Data Sources:
Official websites of Harley Davidson and Royal Enfield, Database websites in the library, Newspaper and
leading magazine articles etc.

Group Members- Adesh Midha, Pavan Rapaka, Shreevishnu Rao NS, Angad Khera, Manish Tewari,
Abilash Soundararajan