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.
Keywords
Marketing, Bicycle, General Management, Transportation, Strategy
Available Languages
English
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