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marketingmanagementfinal-101015221245-phpapp02

marketingmanagementfinal-101015221245-phpapp02

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Published by Mohd Aamir

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Published by: Mohd Aamir on Apr 05, 2011
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07/09/2014

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Report onMarketing Strategy of Bajaj Pulsar 150cc
Submitted By:Harsh Sachdeva (Roll No. 31)Ankit Suneja (Roll No. 7)Rakesh Roshan (Roll No. 46)
 
EXECUTIVE SUMMARY 
We identified Bajaj Auto as the marketing company of our choice for the followingproject. Bajaj Auto group was founded in the year 1945 and has been among thefront-runners in the motorcycle industry ever since. This very fact talks volumesabout the company since only the best of the firms survive such a long time atthe top. During the 60s, 70s and 80s there was a 10-year waiting period for itsproducts. The company only had to produce its quota. Marketing or sales wasnot too much of an issue for them. Also the company’s owner was infamous for being part of the anti-liberalization lobby called Bombay Club. However the firmfaced a major crisis in the 90s and the early years of the new century due toincreased competition from both foreign and domestic markets. However Bajajcame out only stronger with the competition and hardly depended on foreign helpon this account. And the product, which did this turnaround possible, was Pulsar.Pulsar is exemplifies the fighting spirit of Bajaj. It is a classic example of anIndian company of the pre-liberalization era, adapting itself to the changingscenario and coming out on tops. Another interesting fact is how liberalizationand embracing the change can work wonders for a firm, which was one of themost skeptical of liberalization policies of the Indian government.The following project is a detailed marketing analysis of the product Bajaj Pulsar and its variants in the two-wheeler market. The project first of all focuses on themarketing history of Bajaj Pulsar and its SWOT analysis. Various internal and
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external factors were taken into consideration while analyzing. Then we go on toanalyze the consumer behavior for Pulsar regarding purchase, decision makingand buying roles. The third section focuses on the competitor analysis of BajajPulsar, their various strategies, activities and status to understand Pulsar’scompetitive scenario. Help has been taken for analysis from some consumer surveys from prominent sites and a small survey done by us.The project gives insights into various other topics. It talks about the shift in thetrend towards motorcycles in the 90s. It also talks about the process of liberalization and how it affected Bajaj as a company. The change in themarketing strategies of Bajaj according to the times, how Pulsar succeeded inachieving a turnaround for Bajaj are also discussed. The competitor analysis of Pulsar gives an understanding of the two-wheeler market as a whole, how it isfull of choices for customers and how many more companies are vying to enter it.Thanks,Ankit SunejaHarsh SachdevaRakesh Roshan
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