International Business Analysis of Bajaj Auto Ltd.

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INTERNATIONAL BUSINESS STRATEGY OF BAJAJ AUTO LIMITED |

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BAJAJ AUTO LIMITED (BAL)

Company Information:

Bajaj Auto Ltd. (BAL) is a public limited company in India, engaged in the business of manufacturing and marketing two-wheelers and three-wheelers for personal and commercial transportation. It is oldest and one of the dominant players in the Indian automobile industry as a whole. Bajaj Auto is a part of Bajaj Group, which comprises of 34 companies and is among the top 10 business houses in India. It was founded by Jamnalal Bajaj at Rajasthan in the 1930s. It is based in Pune, Mumbai, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D centre.

The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Bajaj entered into a strategic tie-up with Kawasaki in late 1990s to enhance its product line and knowledge up-gradation. By 1997, Bajaj faced tough competition in the domestic market and its market share stood at 40.5%. Under the leadership of Rahul Bajaj, the turnover of Bajaj Auto has gone up from Rs.72 million to Rs.46.16 billion

Bajaj Auto produces and exports automobiles, scooters, motorcycles and auto rickshaws. It is the world's fourth-largest manufacturer of motorcycles and the second-largest in India. The company has changed its image from a scooter manufacturer to a two-wheeler manufacturer. Bajaj Auto’s product portfolio has expanded and the brand has found a global market. The company’s two wheeler brands include Pulsar, Avenger, Discover, Platina and Ninja. The Brand, Pulsar is continuously dominating the Indian Motorcycle Market. Its Discover DTS-I is also a successful bike on Indian roads. Its three-wheelers are used for both consumer transportation and light delivery of goods.

Core Competency:

The core competency of Bajaj Auto Ltd is its technology and...