TI Cycles: Corporate Strategy (C)

Abstract

This case describes the performance, competitive situation, and regulatory environment of TI Cycles in 2000-01. It presents the key initiatives of the management of TI Cycles between 1994-95 and 2000-01 in manufacturing, internationalization, new product development, organizational restructuring and new culture building. Mr. Hari, the new President of TI Cycles, is faced with the challenge of formulating and implementing a comprehensive and consistent strategy in the context of emerging competition from China and continued competition from Hero Cycles and Atlas Cycles. This case has been written for a group assignment in strategic management. It can be used as a capstone case to integrate the learning in strategy formulation and implementation.