Sohrab finding its way to survive in a rapidly changing business environment ohrab is not just a cultural icon, but livelihoods of many people depend on their access to it. In a country where income is low and pollution generated by automobiles is high, it would be ecstatic to see a renewal of the bike culture in Pakistan. As we see the old-fashioned Sohrab bicycles around us and wonder how this industry is preparing to meet the challenges of the 21st century. Sohrab Cycles Sohrab bicycles have been a source of inspiration for generations. The company's initial single- speed roadster was introduced in the 1960s, and it remains one of their most popular models today. 50 years later! Sohrab replaced this classic with other types, including mountain bikes, BMX style bikes. Its name is synonymous with bicycle in Pakistan. This bicycle is built from a sturdy metal frame, is often painted black, and has a metal flat plate at the back that has been used over time for all kinds of purposes. When it comes to great quality no one can do better than Sohrab. Background The company began in 1952 with a core of traders in Lahore, following a foreign exchange crisis which severely restricted imports in Pakistan. The traders saw an opportunity to domestically produce and sell bicycles, and consequently founded Sohrab on 8 September 1953. It initially had 22 members and produced 5 bicycles a day. It now has 228 members and produces approximately 2000 bicycles a day. As stated above the society was registered to provide mutual help and benefits to its founding members. According to the rules of the society, its controlling powers lay with its general body. Since the Directors also happen to be the owners, they take decisions for the betterment of the society with full sense of responsibility. CBCC Initially, only a few spare parts of bicycles were manufactured locally and about 90% spare parts were import from abroad. With the passage of time, the situation started improving and today almost 98% bicycles spare parts are being manufactured in house or through vendors. A Glimpse into the Pakistani Bicycle Industry At that time of Independence in 1947, there was no bicycle factory in Pakistan. Imported bikes were made available and NILA GUMBAD market in Lahore became a hub for bicycle sales. In 1952, a scarcity of foreign exchange reserves prompted a thorough examination of domestic production. A cooperative society was established for bicycle manufacturing in Pakistan. Almost 98% of spare parts of bicycles are now being manufactured in Pakistan or through vendors. Today almost 98% of bicycle spare parts are being manufactured locally. Pakistan's bicycle industry has a production capacity of 1.45 million bicycles per year. According to different published sources, there are 300 bicycle vendors in Pakistan. These vendors buy raw material worth Rs49 million and after value addition sell it on to the manufacturers for Rs98 million. The 300 vendors supply to 7 big Manufacturers and 20 unorganized small firms. These Manufacturers supply a further of Rs1.32 billion worth of new bicycles and Rs100 million worth replacement parts of bicycles to the retail. The demand for Chinese cycles is extremely high, owing to the affordable prices and fashionable designs that appeal to clients. Chinese bicycles have superior finishing. Some people are concerned with money, while others are concerned with quality. Sohrab Target Market Sohrab's primary market is in mainly remote and rural population areas of Pakistan where the motorbikes and cars are still not affordable to some people. A few big city people ride the bicycles on the city streets for exercise and have formed bicycling clubs for themselves. Challenges of the 21st century Bicycling is becoming more than just a hobby or a simple mode-of-transport in many parts of the world. It has also become a serious sport that has seen rapid technological innovations. From the use of continuously variable transmissions in place of hub and spoke gear sets, to the use of ultra- light weight materials, the bikes of today are remarkably improved over the last generation of bikes. Despite the nostalgia associated with the Sohrab, Pakistani bicycle industry is under serious threat from regional competition. China, for example, is exporter of high quality, cheap bikes whereas Pakistani industry is harely able to meet local demands. As free trade develops in the region, both the government and producers stand to lose. A Sohrab can still have the nostalgic shape and look, but has it evolved over the past few decades to incorporate the innovations in design, ergonomics, durability, and efficiency"? CBCC Was it a Marketing Failure? Product improvement or innovation is the key to the success for any brand. Those brands that stayed on making the one product that is their competitive edge and as a result, they missed out on reaching the other segments who acknowledged the prestigious status of that brand as the leader in producing high-quality products at a very low cost but couldn't adopt the brand because it only produced one type of product. The market for bicycles in Pakistan is very diverse. Local brands did not take advantage of the competition and missed out on catering to different target markets like kids' cycles, enthusiast cycles such as mountain bikes, rally bikes, cycles with gears and innovative features, and premium cycles because of their vision of making cheap priced yet durable cycles for poor Pakistanis. Introducing new logos and designs always shows brand's commitment to the adaptability. Successful brands tried to market themselves as a brand that is bigger than just making low-priced cycles. Those who kept on making low-cost cycles for a long time and not try to change their brand image of an affordable brand, and it is a reason why they never venture into other markets. Sohrab cycle once was the No.1 cycle for Pakistani buyers and still today it has many buyers. Sohrab's quality speaks for itself and that's the reason still today despite many challenges buyers love it. Sohrab rely on the mouth of words strategy and yes it worked for them for many years. that's also a reason Sohrab cycle didn't do any planned marketing strategy to introduce in the market neither did they do marketing to remind of the bicycle when it market was falling. It became No. 1 by taking an advantage of in 1952 shortage of foreign exchange which started creating difficulties for the importers. At that time there was no other manufacturer of cycle in Pakistan. Due to the advent of technology, and the availability of cheaper motorbikes, bicycles as a means of transport were abolished and only used for enthusiast purposes. The Sohrab cycles saw a downfall in their sales of the cycle. They had to move into making bodies for auto rickshaws, commercial bikes and wheelchairs because they had no equity in the mind of customers because of their singular cycle offered in the past. They could have had a competitive edge against the Chinese-made cycles for kids and enthusiasts if they ventured into making products for others segments earlier. They did not innovate and didn't foresee the future. By the time it happened, it was too late for them. Changing Technology Successful brands are very adaptive to the change in technology and trends. Here comes the Chinese made bicycle which was the great challenge to the Sohrab cycle as, the Chinese based made cycle was light in weight and it cost cheaper than the most of local brands. Sohrab produces the bicycles with great quality which lasts years. In the current situation customers are price sensitive, so due to the price sensitivity many good brands loose it's market. Chinese made cycle were very low in price which gear set included in it and use of ultra-light weight materials that makes that bicycle light weight and the quality is ok. The import of the fancy cycles from China CBCC has badly affected the bicycle manufacturers here. Failure to adapt the change and lack of research & Development about the product could lead to brand failure. Conclusive Note Human resource also has a vital role in the development and success of the company. Neglecting its importance could damage the brand overall performance. Following the traditional ways of managing Human resource practices which applied throughout the operations of any company. These types of operations are cost-based operations, where the job of the workers is straightforward; to assemble the mass-produced Sohrab cycles. Without the proper mechanism of Human resource Decisions are made at top level usually the owners, they take decisions and decide the fate of the company regardless of if executives are capable or not. There was no research and development department with investments, and the employees were not empowered to give input or suggestions on how the company should operate or innovate. There was a hierarchy, everyone had a fixed job, and the employees had no autonomy, which resulted in a lack of motivation for the employees, and no idea generation and groupthinks for the company to improve on its processes and products and innovation of any kind.