Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Dr. Nasir Afghan
Project Coordinator (Internal)
Dr. Asad Ilyas
MBA Research Project
Abstract / Summary
Usage of electric motorcycles or battery based e-bikes has been rising internationally since last decade or so. Major markets where sales of electric bikes have experienced phenomenal growth include China, India, and Europe. These sales are mainly contributed by people who travel by buses, ride bicycles, cannot/don't want to bear ever-rising fuel cost and in the areas where there is a restriction on owning a gasoline based motorcycle.
Some of the major objectives of conducting this research and compiling this report include identification of important factors that users consider while making a purchase decision so that we can formulate marketing strategy accordingly, their monthly usage so that we can make sure that electric motorcycle we are offering them will be able to accommodate their daily travelling needs, amount that users will be pay considering the cost savings they will be able to achieve by switching to electric based motorcycles so that we can come-up with the best pricing strategy, study the distribution model in existing industry so we can formulate one that is in accordance with established industry norms.
Based on the findings of our research and analysis of macro-economics factors, competitive forces in immediate external enviornment and after analyzing TAZ's internal factors, competitive forces in immediate external enviornment and after analyzing TAZ's internal factors, we have proposed a comprehensive market entry strategy for TAZ through which they can introduce electric bikes in PAkistan. Our report also contains marketing mix for electric bikes, product positioning along with distribution model and financial model for initial few years.
Akhtar, D., Ghani, H. T., Ghani, H., Khan, M. A., & Yamin, N. (2014). Feasibility study & marketing plan for E-bike (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/72
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