TI Cycles: New Product Strategy (A)

Abstract

This case describes the situation of TI Cycles in 1997. Mr. Ramkumar, Vice President, and K.K. Paul, General Manager. of TI Cycles, are required to assess the opportunities for new product development to accelerate the growth and competitiveness of TI Cycles. The case provides an opportunity for identifying product market opportunities for improving the performance of the company. The participants can define criteria for evaluating opportunities in domestic and international markets. Focus would be on developing internal criteria for assessing the fitness of opportunities vis-a-vis the company’‘s strengths and weaknesses. The case can also be used to highlight the importance of customer sensing, organizational knowledge building (from past experience) and environment scanning for building sustainable advantages in a short life style product category. The case could be used in (1) a basic course in marketing, (2) a course on product management and (3)