Royal Enfield SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Royal Enfield analyses the brand/company with 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 and industry. As of 2020, Royal Enfield is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Royal Enfield competitors and includes Royal Enfield target market, segmentation, positioning & Unique Selling Proposition (USP).

Royal Enfield SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Royal Enfield Brand Analysis
Parent Company

Madras Motors & Royal Enfield


Motorcycles, Scooters



Tagline/ Slogan

Handcrafted in Chennai; Trip


Make bike like their motto “Made like a gun, goes like a bullet”

Royal Enfield STP
Royal Enfield Segmentation

Middle-class people who want a bike that is stylish and powerful

Royal Enfield Target Market

Middle class youth from the age bracket of 25-35

Royal Enfield Positioning

A powerful motorcycle for bike adventurers

Royal Enfield Product Portfolio

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.

Royal Enfield SWOT Analysis
Royal Enfield Strengths

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

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

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 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 Competition

Below are the top 7 Royal Enfield competitors:

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

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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