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Customers were forced to wait 12 years to buy a scooter from such companies because of the governmental control on India. They had no incentive to implement proactive strategies to customers. In the 1980's the Indian government started permitting foreign companies to enter the Indian Market through minority joint ventures. Because of the four Indo- Japanese joint ventures helped boost motorcycles revenues. This changed the market and helped boost motorcycle revenues.
The entry of the new foreign companies transformed the essence of competition from the supply side to the demand side. The consumer was confronted with many choices and this was the influence over products that they purchased...
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