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COMPANY PROFILE 2010@ bajaj auto limited report

COMPANY PROFILE 2010@ bajaj auto limited report

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Published by Ankur Dubey
2010
BAJAJ AUTO LTD

International Academy of Management & Entrepreneurship

Manjri Varu PGPM/0911/021 2009-2011

Bajaj Auto Ltd.
A JOURNEY FROM “HAMARA BAJAJ” TO “DISTINCTLY AHEAD”

EXECUTIVE SUMMARY
The Bajaj Group was founded in 1926 by Jamnalal Bajaj and now consists of 27 companies. In 1945, Jamnalal Bajaj had formed M/s Bachraj Trading Corporation Private Limited, the flagship company, to sell imported two-wheelers and three-wheelers. The company acquired a license from the government in
2010
BAJAJ AUTO LTD

International Academy of Management & Entrepreneurship

Manjri Varu PGPM/0911/021 2009-2011

Bajaj Auto Ltd.
A JOURNEY FROM “HAMARA BAJAJ” TO “DISTINCTLY AHEAD”

EXECUTIVE SUMMARY
The Bajaj Group was founded in 1926 by Jamnalal Bajaj and now consists of 27 companies. In 1945, Jamnalal Bajaj had formed M/s Bachraj Trading Corporation Private Limited, the flagship company, to sell imported two-wheelers and three-wheelers. The company acquired a license from the government in

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Published by: Ankur Dubey on Jun 01, 2010
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05/17/2013

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2010
 
 Manjri Varu
PGPM/0911/0212009-2011
BAJAJ AUTO LTD
 
 I 
nternational
 A
cademyof 
 M 
anagement&
 E
ntrepreneurship
 
 
2 |
Page
 
Bajaj Auto Ltd.
AJOURNEY FROM
“HAMARA BAJAJ”
 TO
“DISTINCTLY AHEAD
”    
 
EXECUTIVE SUMMARY 
The Bajaj Group was founded in 1926 by Jamnalal Bajaj and now consists of 27 companies. In 1945,
 
Jamnalal Bajaj had formed M/sBachraj Trading Corporation Private Limited, the flagship company, tosell imported two-wheelers and three-wheelers. The company acquired alicense from the government in 1959 to manufacture these vehicles and went public the next year. By 1977, the company saw its plant rolling out100,000 vehicles in a single year. In another nine years, Bajaj Auto couldproduce 500,000 vehicles in a year. The present Chairman of the Bajajgroup, Rahul Bajaj, took charge of the business in 1965. He was the firstlicensee of the Indian make of the Italian Vespa scooter.Japanese and Italian scooter companies began entering the Indianmarket in the early 1980s. Although some boasted superior technology and flashier brands, Bajaj Auto had built up several advantages in theprevious decades. Its customers liked the durability of the product andthe ready availability of maintenance; the company's distributorspermeated the country. By 1994-95, Bajaj was racing to beat Honda,Suzuki and Kawasaki in the two-wheeler segment internationally.By 1997, Bajaj faced tough competition in the domestic market and itsmarket share stood at 40.5%. Under the leadership of Rahul Bajaj, theturnover of Bajaj Auto has gone up from Rs.72 million to Rs.46.16 billion(USD 936 million), its product portfolio has expanded from one to many and the brand has found a global market. Bajaj as a brand is well-knownacross several countries in Latin America, Africa, Middle East, South andSouth East Asia.The company has a network of 498 dealers and over1,500 authorised service centers and 162 exclusive three-wheeler dealersspread across the country.Bajaj has identified a segment of customers called 'Probikers', who areknowledgeable about motorbikes and appreciative of contemporary 
 
 
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technology. They are trendsetters and very choosy about what they ride.Hence, Probikers need to be addressed in a meaningful way that goes beyond the product. Bajaj Auto is in the process of setting up a chain of retail stores across the country exclusively for high-end, performance
 bikes. These stores are called ―Bajaj Pro
 biking". Fifty two such storeshave been opened across India.Catering to demand in this sector requires a strong and effectivedistribution network as consumers are more demanding and expectdelivery on time. Early delivery is a cause of delight for customers. Withsuch vast global and Indian rural presence, designing an efficientdistribution system becomes a complex task even for a company likeBajaj Auto. Lot of time and effort goes into designing a strategy basedefficient distribution system.
Two Wheeler Industry: An Overview 
The Indian two-wheeler industry has witnessed spectacular growth inthe last few years. The market dynamics of the industry has substantially changed with a majority of the customers preferring bikes to scootersand mopeds. This is primarily due to better fuel efficiencies, dynamics,looks and longer product lives of motorcycles.The motorcycle segment constitutes about 81.5% of the two wheelermarket in India
1
. It also contributes to three-fourths of the total exportsin the two wheeler industry. Exhibit 1 shows that Bajaj is the secondlargest player in this segment after Hero Honda.
 Exhibit 1.
Market Shares of the major players in the two wheeler market segment
The industry exhibits some degree of collusive behaviour and thusrepresents an oligopolistic form of market structure. Product and brand

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