Neha, the strategy head of UrbanRide Motors Ltd., was analysing the two-wheeler industry before launching a new premium electric scooter. She…

The situation reflects the use of Strategic Group Mapping, an important tool of industry (competitive) environment analysis. Strategic group mapping identifies clusters of firms within an industry that follow similar strategies or have similar characteristics, such as price level, quality, technology, distribution, or product range. Firms within the same strategic group compete more directly with each other than with firms in other groups. In the given case, Neha classified two-wheeler firms based on price (economy to premium) and technology (petrol to electric). This classification creates distinct strategic groups such as economy petrol, premium petrol, economy electric, and premium electric. UrbanRide plans to position itself in the premium electric group. Such mapping helps identify close competitors, market gaps, and positioning opportunities before strategic decisions. Hence, the strategic analysis tool reflected is Strategic Group Mapping.