STP and 4P Analysis of Bajaj Motorcycles

Prepared By:
Abhimanyu Tomer
Abhinandan Singh
Adarsh Kumar
Akash Rangari
Vinay Kumar






INTRODUCTION AND HISTORY
Bajaj Auto Limited is an Indian two-wheeler and three-wheeler manufacturing company. Bajaj Auto
manufactures and sells motorcycles, scooters and auto rickshaws. Bajaj Auto is a part of the Bajaj
Group. It was founded by Jamnalal Bajaj in Rajasthan in the 1930s. It is based in Pune, Mumbai, with
plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar in Uttarakhand.
Bajaj Auto is the world's third-largest manufacturer of motorcycles and the second-largest in India. It is
the worlds largest three-wheeler manufacturer.
On 31 March 2013, its market capitalisation was INR 520 billion (US$9.57 billion), making it India's 23rd
largest publicly traded company by market value. The Forbes Global 2000 list for the year 2012 ranked
Bajaj Auto at 1,416.
Bajaj Auto came into existence on 29 November 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 a
licence from the Government of India to manufacture two-wheelers and three-wheelers and it became
a public limited company in 1960. With the launch of motorcycles in 1986, the company has changed
its image from a scooter manufacturer to a two-wheeler manufacturer. Competing with Everyone from
Everywhere for Everything, Bajaj has operations in 50 countries by creating a line of bikes targeted to
the preferences of entry-level buyers.

Product Portfolio


Market Segmentation, Targeting and Positioning


Two Wheelers
Entry Level
Platina 100cc
& 125 cc DTSi
Kristal DTSi
Mid Level
XCD 135 cc
DTSi
Discover 100cc
& 135 cc DTSi
Peformance
Pulsar 150,
180, 200 &
220 cc DTSi
Avenger 200
DTSi







EXECUTIVE SUMMARY
Marketing is the front-line business function and this assignment reflects on the marketing strategy of
the Bajaj Auto, which is India's the biggest two and three wheeler industry. Successful market depends
largely upon company's ability to manage its marketing programmers within its environment. To cover
market Bajaj Auto marketing division makes different marketing policies and accordingly market
research is done. According to need, want and demand of the customers marketing policies of the
company are implemented. It also reflects how Bajaj Auto handles main competitors.
Bajaj Auto has been constantly in the process of innovation and product development to create more
demand and desire for their products among customers. The company has successfully adopted itself
to the changing technology and has been constantly giving consumers higher quality products without
sacrificing economy especially in the 150cc+ segment in which the company has dominated and has
been a major player in this segment at all price points in the market, although it is a suggestion to the
company to develop its product in the 100cc segment in order to be competitive in this segment. The
pricing policy of the company has also been done carefully targeting each consumer segment and
proportionately positioned itself among the consumers.