LS0977: Founded in 1976, Brompton

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Question: Founded in 1976, Brompton
(www.brompton.com) is a well-known brand in the international folding bicycle market. Madhav, a young Indian, and a first generation entrepreneur incorporated XYZ Pvt. Ltd. in the year 2018 with a vision to build the first Indian brand to feature among top 3 international folding bicycle brands by 2025. Madhav has hired you as a consultant.

a. Explain the various points that you would consider in order to assess the attractiveness of the market for XYZ

b. What will be your recommendations to Madhav regarding Marketing Strategy for XYZ?


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