CoolAvenues.com_-_Company_Analysis_Bajaj_Auto_Ltd._-_2010-07-19

CoolAvenues.com_-_Company_Analysis_Bajaj_Auto_Ltd._-_2010-07-19

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Company Analysis: Bajaj Auto Ltd. Published on CoolAvenues.com (http://www.coolavenues.com) Company Analysis: Bajaj Auto Ltd. Friday, June 04, 2010 By Ashwin Sedwal Buyers in automobile market have more choice to choose from and the increasing competition is driving the bargaining power of customers uphill. B ajaj 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. Hero Honda and TVS Suzuki tied up with foreign majors to bring in the latest in terms of aesthetics and technology, and Bajaj failed to gauge the changing tastes of consumers. In 1990s, there was a marked shift in customer preference from scooters to motorcycles. Bajaj found itself at a loss here, as this was largely an unchartered territory. Here in this work, I started with the industry analysis, company analysis, portfolio analysis, and then moved on to exploring the strategies adopted by BAL to reinvent itself and once again become a market force to reckon with in the Indian two-wheeler industry. The paper touches upon the following areas: - Industry Analysis - Five Forces Analysis SWOT Analysis Tows Matrix Marketing Strategies Strategies Implementation Page 1 of 13
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