The Story of Bajaj

Rahul Bajaj, the sole shot caller of the Bajaj, an automotive manufacturer company leading in two-
wheeler market with its head lining product Chetak did not get the idea of integration between
teams and preferred the decisions be better left to his discrepancy. Given that chetak was
dominating the two-wheeler market by a great margin, he was in opposition of spending too much
on marketing and didn’t see the competition coming from a mile away by sleek bike body
manufacturers such as Kawasaki, Suzuki etc. in the late 90s.

This took a hit on Bajaj’s market share and its two-wheeler dominance in the auto market started
declining to a point at which it was on the brink of collapse as people like the sleek bodies better and
the way they were marketed to be perceived as coming of age new way of owning an aesthetic
looking ride.

Worried of going out of business, he(Mr. Bajaj) finally realised the importance of teamwork and first
formed the smallest team which included his two sons Rajiv and Sanjeev who had expertise and
education in electrical engg and FinanceMarketing respectively.

They proposed a wide network of sales and marketing team to target the customers and innovation
plans to dis invest in two-wheeler production of Chetak and start producing sleek bikes too
withstand the competition and take advantage of years of trust of consumers in Bajaj. Dealerships
spread geographically across the Indian map were asked to form different sales and marketing teams
to collect data and target consumers looking to own a two-wheeler.

This process of working in teams to turn the situation around could only be possible because of the
team effort by all the members involved working around the clock to ensure the performance of the
company does not go down