Project On Bajaj Auto Limited

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  • Topic: Bajaj Auto, Auto rickshaw, Bajaj motorcycles
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BAJAJ AUTO LTD

November 14, 2009

Project On Bajaj Auto Limited

Submitted by Team TiTanS -Amit Sheth -Anand Dube -Darshna Chande - Mrinal Kaul -Subrato Das -Vinay Chaudhary Page 1 of 23 1

BAJAJ AUTO LTD

November 14, 2009

Index 1.0 Introduction 2.0 PRODUCT PORTFOLIO. 2.1 Product life cycle of the various products. 2.2 A BCG Matrix of Various products. 3.0 Key Brands – Top Three in terms of volume and revenue 3.1 Bajaj Pulsar. 3.2 RE (3 Wheeler). 3.3 Discover. 4.0 Positioning of the top three brands of the company. 4.1 Pulsar. 4.2 Discover. 4.3 Bajaj Auto (Commercial Vehicle). 5.0 Competitors and the differentiation of each based on positioning. 5.1 Pulsar key Competitors. 5.2 Bajaj Auto Commercial Vehicles. 5.3 Discover key Competitors. 6.0 Key marketing communications and the evolution of the same since 1995 7.0 The Future. 7.1 Recommendations. 8.0 Graphs. 8.1 Sales data of BAL and Industry Comparison. 8.2 BAL in International Market. 8.3 3 Year Projection for Commercial unit of BAL 8.4 BAL projection for Domestic Sales 9.0 References.

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BAJAJ AUTO LTD

November 14, 2009

BAJAJ AUTO LTD 1.0 Introduction Bajaj Auto is India's largest and the world's 4th largest two and three-wheeler manufacturer. It is based in Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune) and Waluj and Patnagar in Uttaranchal. Bajaj Auto produces and exports scooters, motorcycles and auto rickshaws. Over the last decade, the company has successfully changed its image from a scooter manufacturer to all round two wheeler manufacturer. Its product range encompasses scooters and motorcycles. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history. The integrity, dedication, resourcefulness and determination to succeed are characteristics of the group even today and can be traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture. His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Its’ real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj who is worth more than US$1.5 billion. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1 million vehicles in a year. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio expanded and the brand has found a global market. He is one of India's most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.

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BAJAJ AUTO LTD

November 14, 2009

2.0 PRODUCT...
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