Presented by Jojo Sebastian; Adrian Pinto; Julaius Mathana; Tanisha Tellas ; Larissa Mendes

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Overview
Present in over 50 countries Dominant presence in Africa, Latin America and South Asia Market leader in motorcycles in Colombia, Central America, Sri Lanka, Bangladesh, Philippines, Nigeria, Uganda and Kenya 891,002 units exported in 2009-10, an increase of over 15 % over the previous year Total motorcycle exports of 726,115 in 2009-10, growth of 15% over 2008-09 Largest exporter of three wheeled commercial vehicles in the world: 164,887 units exported in 2009-10, a rise of 19% over 2008-09
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Milestones

(1945-1972)

Bajaj auto came in to existence in 1945 as Bachraj trading corporation private ltd. Started by importing two and three wheelers and selling it in Indian market. In 1959 got the license to produce two and three wheelers from the government of India In 1960 tied up with Piagio vehicles an Italian two wheeler maker In1971 Bajaj auto started producing geared scooters and launched CHETAK in 1972.

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Milestones

(1945-1972)

With hardly any competition Bajaj auto continued to grow and its sale increased year after year. In 1977,it produced and sold 100,000 vehicles in a single financial year. In 1991 Bajaj auto in tie up with Kawasaki motors of Japan launched its first motorcycle 4s champion. Faced competition with Hero Honda & Yamaha in the motorcycle segment while Kinetic Honda (IndoJapanese joint venture) and LML ltd. a Kanpur based company was giving it a tough competition in the scooters segment In 1998, Bajaj launched Caliber a 110cc bike to compete with Hero Honda splendour which was the market leader in the commuter bike segment.
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Milestones

(2001- 2007)

Bajaj auto launched Pulsar a 150cc bike in the premium segment to compete with CBZ of Hero Honda. Pulsar soon became very popular and became the market leader in less than a year time period. In 2003 Bajaj launched an upgraded version of Pulsar that was Pulsar DTS-i with twin spark plug and sold 107,115 bikes in a month. Bajaj auto also launched two new bikes Discover & Platina in 125cc & 110cc respectively in 2004 & 2006. In 2007 it launched Pulsar 220 DTS-Fi, its first semi sports bike. However Bajaj still remained no two in the two wheeler segment after Hero Honda.
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Products
220 DTS-i
135cc DTS-i 150cc DTS-i 180cc DTS-i 220cc DTS-i

100

125

150

100

125

250R

650R

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Swot

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PEST

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8Ms

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6 Cs

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Key Players
Two Wheleers Players Hero Honda Motors Bajaj Auto TVS Motor Company Yamaha Motor India Suzuki Motorcycle India Kinetic motor company Royal Enfield Electrothem Source: http://www.imaginmor.com/automobileindustryindia.html % share 41.35 26.70 18.14 2.68 .81 .69 .25 .09 Page 12

Barriers to Entry
Total Production capacity of 663,463 units Domestic Goods Price Metal Iron and Steel Import and Export Taxes (Duties) Motor Vehicle Tariffs Efficiency factor Resource Availability Effective cost controls Establishment of export markets Having an extensive distribution/collection network Successful industrial relations policy Access to the latest available and most efficient technology and techniques Optimum capacity utilisation Management of high quality assets portfolio Page 13

Substitute Products

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Bargaining power of Suppliers

60%-90% of the product is outsourced

Bargaining power of Buyers

High 3 close competitors Easy finance Easy substitute
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STP
Segment Young boys looking for fast sporty bikes for Indian roads Target Group Young boys in the age 18-30 middle class Positioning The No.1 Sports bike in India Differentiation Powerful engine and good pickup
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Product
High product quality High performance, speed and pickup Good mileage Good Style

Place
Both Urban and Rural Dealers Showrooms

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Price
Price points to be done

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Promotion
Advertisements: "Definitely Male-World's first bike endowed with a gender "The Fastest Indian-220cc

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 Sponsorship:
Stunt mania

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Other promotion mixes

Demos Festive schemes On the spot finance

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Brand Equity
Powerful engine and good pickup

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BCG

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Ansoffs Matrix
Market penetration
Pulsar 135cc; 150cc; 180cc Go Rural

Market development
Export to Chinese & African market

New Product development

Ninja

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7S
Stratergy
BAL should adopt a deliberate strategy of focusing on executive and premium segment motorcycles and threewheelers, and is reducing its dependence on lower-end of motorcycles and scooters segment.

Structure
The basic organization of the company entitles the structure of the organization. Bajaj Auto Ltd. (BAL) is one of the oldest and the largest manufacturer of automobiles in India and has been the market leader in scooters. In 1990s, the near monopolistic market structure, perhaps, lulled the company into being complacent and they gave way to the competitors like Hero Honda and TVS
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 System
BAJAJ Auto Ltd has launched Bajaj Advanced Service System aimed at improving the performance efficiency of its dealers. Under the system, Bajaj dealers will be provided with layout plans on how to streamline the service area and also install hydraulic equipment to improve performance efficiency.

Skills
BAL has been the pioneer in stretching competition into providing latest features in the price segment by updating the low price bikes with the latest features like disk-brakes, anti-skid technology and dual suspension, etc.
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 Shared value
BAJAJ MOTORS LTD is committed to provide Value added products to its customers by ethical working, enhancing core competency of its team ,continual improvement in the system involving total employees maintaining external & internal customer concepts

Style
Leadership approach of top management and co.s approach and Highly experienced management. Entitles an organizations style towards the success of the company

Staff
The co. people resources the way in which they are developed, trained and Motivated to, Double-digit growth in two-wheeler market and more maturity and movement towards higher-end motorcycles.
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THANK YOU
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