Bajaj auto marketing mix 4ps strategy mba skoolstudy. Bajaj auto has formulated a strategy to further strengthen its presence in 150cc segment. Summary bajaj auto ltd strategy, swot and corporate finance report, is a source of comprehensive company data and information. The case evaluates appropriate marketing responses both in the indian market and export markets. Bajaj auto limited target market middle class youth from the age bracket of 2535. Presented by 1 rural marketing strategy of bajaj 2. Bajaj auto plans to deploy its aggressive pricing strategy for the next two to three years, aiming to increase its market share in the entrylevel or 100cc motorcycle category, where it sells its. Bajaj auto is the worlds thirdlargest manufacturer of motorcycles and the secondlargest in india.
Bajaj auto has reached a level in india where it charges a premium over its brand name. Rahul bajaj is a towering figure of indian industry, and is currently a member of the parliament as an independent member. The forbes global 2000 list for the year 2005 ranked bajaj auto at 1,946. Under his leadership, the turnover of the bajaj auto the flagship company has gone up from rs. Competitive advantage of the marketing strategy of bajaj electricals. It has outlined a strategy to plug the gaps in its portfolio and focus on untapped opportunities to improve share in the domestic market, as it has clearly not been able to dent rivals in the executive segment 125150cc. Indias premier automotive company, has a focused organizational structure for the auto.
Jamnalal bajaj set up a sugar factory and steel mill, and his son established bajaj electrical in 1938 and bajaj auto in 1945. It initially imported and sold two and threewheelers in india. The recommendations are based on the analysis of bajaj auto ltds strategy in the last few years. Rahul bajaj belongs to the fourth generation, and set out to manufacture scooters under bajaj auto soon after completing a mba from harvard in 1965. But i hope that this new and more powerful offering will steadily increase bajaj autos presence in this important sector of the. Bajaj finance limited bajfinance financial and strategic. Bajaj has long left behind its annual turnover of rs. Let us consider the examples of telecommunications player tata docomo and twowheeler major bajaj auto, two brands that have chosen to take completely opposite routes around the same time to illustrate the dos and donts of the branding journey. Bajaj auto happens to be the largest two and three wheeler manufacturer in india and also ranks in this field across the globe. Bajaj auto latest bikes, two wheelers, indian motorcycles. Bajaj auto is one of the oldest and the second largest two wheeler manufacutrer in india. Bajaj electrical is one of the 25 companies that bajaj group. Get bajaj auto latest consolidated cash flow, financial statements and bajaj auto detailed profit and loss accounts.
Bajaj housing finance limited has a 100% subsidiary named bajaj financial securities limited which does not have any operations bajaj holdings and investment limited listed bajaj auto limited listed bajaj finserv limited listed bajaj finance limited. Sep 02, 2018 segmentation, targeting, positioning in the marketing strategy of bajaj auto. Bajaj auto is the worlds largest threewheeler manufacturer. Bajaj auto was established on 29 november 1945 as ms bachraj trading corporation private limited. May 01, 2019 bajaj is one of the oldest indian brands and has presence in numerous industries such as electricals and appliances. Bajaj auto, which sold two wheelers in india since 1945, was the market leader in the indian two wheeler industry till late 1990s. Doc report on marketing strategy of bajaj pulsar kshitij. The domestic three wheeler industry has four major participants namely bajaj auto, piaggio vehicles, mahindra and mahindra and atul auto. Rajiv bajaj is the managing director while sanjiv bajaj is the executive director. Consequently, in the domestic threewheeler segment passenger as well as goods, your companys market share increased from 47. Bajaj auto limited swot analysis top bajaj auto limited. Swot analysis of bajaj auto bajaj auto swot analysis. A total of 4,04,429 units were sold in june 2018 compared to last years 2,44,878. This is a typical situation often described as a generation gap in thinking but this incident.
Bajaj auto index 0 objective pg no1 1 introduction pg no 1 2 history pg no 2 3 entry barrierspg no 2 4 swot analysis pg no 3 5 porters analysis pg no 4 6 managerial stylepg no5 7 hierarchy pg no 6 8 hr practicespg no 7 9 business stratergiespg no 8 9a, marketing strategies pg no 8 9b, other strategic issues pg no 10 10 cost effective and environmental strategies pg. In this milieu, for bajaj auto to continue achieving superior results, as depicted in. It gives a detail strategy of bajaj boxer bike in rural markets. The trend looks weak below 5,000 levels for the nifty auto index. Total operating income net sales plus other operating income grew by 5. Being innovative in project initiatives was the mantra to this strategy and bajaj excelled in it. Bajaj auto is a major indian automobile manufacturer. Bajaj auto limited bal was recognized in 1945, firstly launching scooters and three wheelers a centre in the indian market. Here is the marketing mix of bajaj shows how the brand under rahul bajaj is involved in various sectors of the industry like automobiles, electrical and finance. Oct 30, 2015 bajaj auto is one of the oldest manufacturers of two and three wheelers in india, operating since the 1960s. The company manufactures motorcycles, passenger carriers and goods carriers. Key to capturing of market share and ensuring brand loyalty is the right pricing of products.
It is based in pune, maharashtra, with plants in akurdi and chakan near pune,waluj near aurangabad and pantnagar in uttaranchal. Jamnalal bajaj at rajasthan founded the current bajaj group in the 1930s. In effect, branding strategies must be guided by, as well as geared towards, achieving a larger goal. Jan 25, 2014 bajaj auto rural marketing free download as powerpoint presentation. Bajaj auto limited listed auto business arm bajaj group structure 33. According to a bse filing by bajaj, motorcycle sales also saw a jump of 65 percent last month. Strategy deepak reddy group head human resources ajay sathe head group risk management. In 2012, bajaj come with two products bajaj lunched pulsar 200ns. The case traces the companys rise to dominance in the scooter segment of the market, and its eventual fall, against a backdrop of changes in customer tastes and preferences. Bajaj auto limited stp bajaj auto limited segmentation middleclass people who want a bike that is stylish and gives a good mileage. The project first of all focuses on the marketing history of bajaj auto and its swot analysis.
Even so, the results have been noteworthy, and let me share these with you. Rural marketing strategy bajaj auto linkedin slideshare. A project report on bajaj auto limited submitted in fulfilment of business history project in master in business administration chetan raja. It is one of the indias trusted two wheelers manufacturers. Doc a project report on bajaj auto limited submitted in. In the process, bajaj auto has positioned its motorcycle brands in the utility, price, value and sports categories. Manish kumar 09bs0002819 taslim qureshi 09bs0002530 umang jalan 09bs0002611 varun saxena 09bs0002653 vibhuti bhardwaj 09bs0002667 vinay verma 09bs0002703 yashaskar paliwal 09bs0002776. Bcg matrix in the marketing strategy of bajaj auto. It is indias largest and the worlds 4th largest two and threewheeler maker. Bajaj auto limited case study research paper 1886 words. It describes the reasons for the shift in demand and discusses the initiatives.
In addition to coping with fierce competition from other players in the two wheeler segment, it also has to protect its market share from the impending. Marketing strategy of bajaj auto shows how it uses a mix of demographic, psychographic, behavioral and geographic segmentation strategy. Bajaj s new upcoming indian motorcycles are one of best motor bikes in india. Chart b and c, is a reflection of the companys strategy. The company has leadership position in three wheelers segment with 54% market share. Shailesh mishra trilokinath gupta purushottam singh slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Oct 15, 2012 36421489 bajajautoltdbusinessstrategycasestudyppt 1.
It is based in pune, maharashtra, with plants in waluj near aurangabad, akurdi and chakan, near pune. Bajaj auto is one of the oldest and the second largest two wheeler. The case discusses the financial strategy pursued by. Bajaj auto limited listed auto business arm bajaj group structure 35. The bajaj group has a wide range of industries such as, bajaj auto ltd, home.
But i hope that this new and more powerful offering will steadily increase bajaj auto s presence in. Bajaj auto limiteds business strategy from market leader. The performance management system in bajaj hindusthan sugar ltd. The world had a lot of offer and bajaj gladly grabbed the opportunity by precisely managing innovation in.
It started primarily as a scooter manufacturer and over the course of timeswitched the. Bajaj has managed to deal successfully in various industries like insurance, iron and steel, electrical, home appliances, automobile and finance. Bajaj auto revamps top management team for future growth. But i hope that this new and more powerful offering will steadily increase bajaj auto s presence in this important sector of the. Organizational design rahul bajaj is the chairman of the company while madhur bajaj is the vicechairman of the company. Bajaj auto limited positioning twowheelers for every indian.
Under the automobile sector, it deals in the manufacturing and selling of scooters, cars and motorcycle models of 150 cc, 125. Jul 06, 20 bajaj auto bajaj auto makes and exports automobiles, scooters, motorcycles and auto rickshaws. Bajaj auto operates in strategic business units sbus such as bajaj motorcycles, ktm motorcycles, and bajaj intracity 3wheelers. Marketing mix of bajaj bajaj marketing mix and 4 ps. Bajaj auto ended fy2017 by selling 253,226 vehicles, just 0. The front end is guided by the companys strategy of differentiation, to continuously specialise its brand positioning in motorcycles. The summary for bajaj auto ltd is based on the most popular technical indicators moving averages, oscillators and pivots. Managing director likes to call the strategy of creative differentiation. Bajaj auto ltd business strategy case study youtube. Bajaj auto is back on the radar of investors, as it has reworked its market strategy. The bajaj brand is wellknown across several countries in latin america, africa, middle east, south and south east asia. Bajaj auto ltd strategy, swot and corporate finance report.
Fundamental analysis bajaj autoequity research report. Bajaj auto limited is one of indias largest twowheeler manufacturers. All its products are designed with the help of science and use of latest technology. In 1959, it obtained a license from the government of india to manufacture twowheelers and threewheelers and obtained licence from piaggio to manufacture vespa brand scooters in india. Bajaj auto limited bal is one of the leading players in the indian twowheeler market, the second largest twowheeler market in the world. Bajaj case study international business case analysis bajaj. Bajaj auto limiteds business strategy from market leader to. The data followed with primary as well as secondary means. However, the company failed to visualize the structural changes happening in the indian two wheeler industry since the early 1990s. In the threewheeler segment, it has a range of 2stroke and. As the dominant player until the early 1990s, bajaj s market share declined from 49. Bajaj has initiated several measures to regain its market share and strengthen its competitive position. The most popular brand in the two wheeler segment of bajaj auto s portfolio is bajaj pulsar.
Bajaj has historically followed the strategy of putting more focus on the higher engine size segments. Who decides the strategy in bajaj family or company. The company segments the population on the basis of characteristics like age, gender, income group, region, family size, social class, price sensitivity, loyalty, expectations, personality attributes, and lifestyle. Bajaj auto ltd strategy, swot and corporate finance reportbajaj auto ltd strategy, swot and corporate finance report, is a source of comprehensive company data and information. Bajaj auto has got an extremely competitive pricing strategy in its marketing mix. Bajaj auto makes and exports automobiles scooters, motorcycles and the auto rickshaw. Bajaj auto, is the worlds fourth largest two and threewheeler auto manufacturer in the world. Bajaj case study international business case analysis. A fast and easy way to analyze india stocks technical analysis gauges display realtime ratings for the selected timeframes. At present they have a prime product like pulsar already operating in this segment. Bajaj auto balance sheet, bajaj auto financial statement. Defining rural india rural retail scenario in india bajaj rural strategies case study of boxer 150 video demo july 6, 20 2 contents 3. The motorcycle business under the brand name of bajaj and bajaj intracity 3wheeler commercial vehicle business stars in the bcg matrix while due to the presence of a large number of brands in the racing.
Bajaj auto has also planned to increase its market share of 3wheelers in india. Bajaj auto limited in february 2016 your company launched the v15, a 150 cc bike, to create a new and differentiated model for the large mass commuter segment. Bajaj auto key financial ratios, bajaj auto financial. In 1991 its properties of the indian government rule on foreign imports, bals marketing object the development of the indian two wheeler business from scooters to 2 stroke and 4 stroke bikes with a robust stress on bal while studying its strategies. Financial management at bajaj autofinancecase studycase.
Although the current formation claims consolidation with lower support around. Bajaj group structure 3 above shareholding is as of 31 december 2017 w. The researcher seeks for the betterment of sales of these bikes and also initiates recommendation related to marketing strategies to help increase their sales. Advertising strategy bajaj is always known for its outstanding ads over. The company has also launched the discover 150cc in. This is a completely new engine and vehicle platforms have been designed to carry forward the legacy of pulsar, bajaj auto brand of the most successful in the last decade. Bajaj auto has been developing a brandcentred strategy. Trading strategies for auto stocks as sales slide on business standard. Renowned brand the company comes under umbrella brand structure of bajaj group, a conglomerate with more than 75 years of existence and which have a presence in diverse businesses such as automobile, insurance, financial services and ancillary businesses. The section on competitors product and market engineering strategies puts into perspective the product engineering and market engineering strategies of bajajs. Various internal and external factors were taken into consideration while analyzing. The report covers the companys structure, operation, swot analysis. Bajaj auto limited 6th annual report 2012 8 what has been the second successive year of quarterly degrowth would have been extremely difficult. Bajaj auto makes and exports motorscooters, motorcycles and the auto rickshaw.
Introduction bajaj auto limited is an indian motorized vehicleproducing company and a part of bajaj group. Bajaj auto consolidated december 2019 net sales at rs 7,639. Bajaj innovation with its three wheelers product re60 with four wheel auto. Marketing strategies of bajaj auto the following project is a detailed marketing analysis of the product bajaj auto and its variants in the twowheeler market. The world had a lot of offer and bajaj gladly grabbed the opportunity by precisely managing innovation in all its business activities. Last month, bajaj auto had reported a 65 percent growth in total sales. Bajaj auto plots aggressive strategy to gain market share. Below is the pricing strategy in bajaj auto marketing strategy. Bajaj is currently indias largest two and threewheeler manufacturer and one of the biggest in the world. The case discusses the business strategy of bajaj auto limited bajaj auto, a leading indian manufacturer of two wheelers.