Case Study

Bangladesh’s Khala project

32 pages
February 2010
Reference: IMD-3-2159

This case describes the launch of a low-cost motorized bicycle in Bangladesh. The Khala, a “powered bicycle” is to be produced in Langah Bicycle Company’s own plant in Bangladesh. Successfully handling the product requires a full understanding of the local environment in Bangladesh (potential customer segments, competitive environment, government constraints) as well as an understanding of the economics of the project: marketing and manufacturing costs; distribution.

Learning Objective

This case can serve as an integrative case, exercise or examination in which participants address marketing, manufacturing and financial issues simultaneously.

Bicycle, Transportation
Published Sources
© 2010
Available Languages
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