Atlas cycle industries Ltd.

Background
The industrial revolution in Europe, America, oceanic countries and Asia has had a tremendous impact on the development of faster, reliable and convenient means of transport to enable mobility of the populous, goods and services. However, several factors such as fuel prices, health awareness, environmental factors, and road traffic culture still need to be addressed by the transportation sector. Some of the highlighted factors are more common in urban and sub-urban areas where the population keeps on skyrocketing and putting pressure on already existing infrastructures like roads and railways. To minimize traffic congestion, urban planners and the government are encouraging people to use alternative transport methods. Findings by Wicks Frank (2010) indicate that one of the best alternatives is the use of bicycles to facilitate movement; he also urges that an estimated billion bicycles are used across the world for travel, recreation and exercise purposes. Basing on the background, we can observe that the demand for bicycles will keep on increasing and this will create new markets for bicycle manufacturers, distributors and designers of bicycle accessories. A report focusing on Atlas cycle industries ltd will enable us understand how bicycles need to be designed, produced and distributed to the end user in different market segments. We will conclude by looking at future research and trends in the bicycle industry. Before we go further, let us look at the history of Atlas cycle industries ltd.
Atlas cycle industries ltd is an Indian company that was founded in 1951, with over four million bicycles produced annually. The company is the largest producer on global scale and over 85 countries across the globe use the bicycles. Some of the bicycles produced include; mountain bikes, cruisers, gearing bikes and sitting bikes. According to Atlas website (Atlas.com), the company has been accredited with ISO-9001-2000 certificate which means that the products meet safety standards and procedures. Atlas has established partnership with companies that provide complementary products to their customers. One of the companies that are interested in Atlas success is Gap which was founded in 1969 with the aim of providing fabrics to sports lovers and enthusiastic. The company concentrates on producing fashionable and comfortable garments for men, women and children basing on cultural, demographic, and color.
To reduce the effects of global warming and congestion, the government and environmental bodies are encouraging the population to use bicycles and other efficient mode of transport. Governments have initiated subsidiary schemes to retailers, manufacturers and distributors of carbon-free products. Research and development of innovative green energy has also been discussed several times in parliaments.

Executive summary
This report is prepared to enable the reader and other stakeholders understand Atlas bicycle design, production and distribution process. During this case study, we look at how Atlas cycle industries ltd will design the bicycles to suite different customer taste and preference. In addition, the report will enable us to understand the production and distribution channels that need to be implemented to increase efficiency and effectiveness in the supply chain.
Atlas design strategies
Today as you know, customers make purchasing decisions basing on product design, availability and access to product information. At Atlas, the management has integrated culture, budget, and human resources practices in the manufacture of their product range. Atlas, vigorous bicycle tests are conducted to make sure the components are fixed to customer standards and in good working condition. Bicycle component like bolts, nuts are assembled to a bicycle using robots that are able of detecting any defect.
Majority of the cycling enthusiasts want to achieve the highest speed possible and