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Case Study

Bangladesh’s Khala project

By Dominique Turpin, Stewart Hamilton, J. B. M. Kassarjian, Leif M. Sjöblom, Thomas E. Vollmann, Sarah Hutton and Janet Shaner

32 pages

February 2010

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Reference: IMD-3-2159

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

Bicycle, Transportation

Settings

Bangladesh
2009

Type

Published Sources

Available Languages

English

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