Bajaj Competitive Analysis free essay sample

Competitor analysis is an essential component of corporate strategy. It is argued that most firms do not conduct this type of analysis systematically enough. Instead, many enterprises operate on what is called â€Å"informal impressions, conjectures, and intuition gained through the titbits of information about competitors every manager continually receives. † As a result, traditional environmental scanning places many firms at risk of dangerous competitive blind spots due to a lack of robust competitor analysis SCENARIO OF INDIAN TWO WHEELER MARKET The Indian two-wheeler (2W) industry recorded sales volumes of 13. 4 million units in 2011-12, a growth of 14. 0% over the previous year. In a year wherein growth in other automobile segments particularly, passenger vehicle (PV) and medium amp; heavy commercial vehicle (Mamp;HCV), slowed down to single digits marred by demand slowdown due to northward movement of inflation, fuel prices and interest rates the 14% growth recorded by the 2W industry remained steady. We will write a custom essay sample on Bajaj Competitive Analysis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page However, the momentum in the 2W industry’s volume growth too has been losing steam lately as evident from the relatively lower volume growth of 11. 0% recorded in H2, 2011-12 (YoY) against a growth of 17. 1% recorded in H1, 2011-12 (YoY). The deceleration in growth is largely attributable to the motorcycles segment which grew at a much lower rate of 7. 8% (YoY) in H2, 2011-12 vis-a-vis 16. 4% in H1, 2011-12; even as the scooters segment continued to post 20%+ (YoY) expansion during oth halves of the last fiscal. With this, the share of the scooters segment in the domestic 2W industry volumes increased to 19. 1% in 2011-12 from 17. 6% in 2010-11. Overall, ICRA expects the domestic 2W industry to report a volume growth of 8-9% in 2012-13 as base effect catches up with the industry that has demonstrated a strong volume expansion over the last three years at cumulative annual growth rate (CAGR) of 21. 8%. Over the medium term, the 2W industry is expected to report a volume CAGR of 9-11% to reach a size of 24-26 million units (domestic + exports) by 2016-17, as we believe the various structural positives associated with the domestic 2W industry including favourable demographic profile, moderate 2W penetration levels (in relation to several other emerging markets), under developed public transport system, growing urbanization, strong replacement demand and moderate share of financed purchases remain intact BAJAJ AUTO LIMITED Bajaj Auto Limited is an Indian motorized vehicle-producing company. Bajaj Auto is a part of  Bajaj Group. Its founded by  Jamnalal Bajaj at  Rajasthan  in the 1930s. It is based in  Pune,  Maharashtra, with plants in  Chakan  (Pune), Waluj (near  Aurangabad) and  Pantnagar  in  Uttaranchal. The oldest plant at Akurdi (Pune) now houses the Ramp;D centre Ahead. Bajaj Auto makes and exports  automobiles, scooters,  motorcycles  and the  auto rickshaw. Bajaj Auto is the worlds third-largest manufacturer of motorcycles and second-largest in India. The  Forbes Global 2000  list for the year 2005 ranked Bajaj Auto at 1,946. It features at 1639 in Forbes 2011 list. Over the last decade, the company has successfully changed its image from a scooter manufacturer to a two-wheeler manufacturer. Its product range encompasses, scooters and motorcycles. 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 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 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 near  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 vehicle and produced and sold one million vehicles in a year. MARKETING STRATEGIES The focus of Bajaj Auto Limited off late has been on providing the best of the class models at competitive prices. Most of the bajaj come loaded with the latest features within the price band acceptable by the market. Bajaj auto limited has been the pioneer in stretching competition into providing latest features in the price segment by updating the low price bikes with the latest features like disk brakes, anti skid technology and dual suspension ,etc. Bajaj Auto Limited adopted different marketing strategies for different models, few of them are discussed below: CALIBER: The focus for caliber 115 was youth. And though bajaj made the bike look bigger and feel more powerful than its predecessor( characteristics that will attract the average,25 plus ,executive segment bike buyer). So the teaser campaing and the emphasis on Caliber 115 being a â€Å"hoodibaba â€Å" bike placed it as trendy motorcycle for the college goers and the 25 plus executives both at the same time . PULSAR: Pulsar was launched in direct competition to Hero Honda’s CBZ model in 150cc segment. The campaign beard innovative punch line of â€Å"Definitely Male† positioning Pulsar to be a masculine looking model with an appeal to the performance sensitive customers. It comes in five varieties Bajaj Pulsar 125 cc , Bajaj Pulsar 150 cc, Bajaj Pulsar 180 cc, Bajaj Pulsar 200 cc, Bajaj Pulsar 220 cc. And price ranging between Rs. 55,000 to Rs. 95,000. DISCOVER: The bajaj discover have two variants 110 cc and 135cc engine . Bajaj discover targets the middle class two wheeler consumers with bajaj bike prices ranging from Rs. 46,000 to Rs. 55,000. It is easy to control and prove to be a good choice . AVENGER: Bajaj Avenger(DTSi) offers the ultimate cruiser experience. Offering high stability and long cruising delights. Bajaj Avenger(DTSi) possesses wider saddle seat. Special backrest besides 180 cc powerful engine. It is targeted at the upper-middle class bike lovers. It is priced at around Rs. 70,000. PLATINA: It is the leader in mileage amp; Looks in the 100 cc class. The bike has a plush ride without sacrificing handling. It was launched in april 2006 at an ex showroom price of Rs. 36,000 and crossed sales of 500,000 units within 8 months of its launch. And later in 2008 Platina 125 DTS-Si was launched with considerable amount of sales . SWOT ANALYSIS The Strengths, Weakness, Opportunities and Threats of the Bajaj Auto ltd are discussed below:- Strengths: 1. Highly experienced management 2. Product design and development capabilities 3. Extensive Ramp;D focus 4. Widespread distribution network 5. High performance products in all categories 6. High economies of scale Weakness: 1. Still has no established brand to match Hero Honda’s splendor in commuter segment 2. Not a global player in spite of huge volumes 3. Not a globally recognizable brand Threats: 1. The competition catches up any new innovation in no time 2. Margins getting squeezed from both the directions (price amp; cost) 3. Threat of cheap and non genuine spare parts in the market Opportunities: 1. Double digit growth in the two wheeler market 2. Untapped market above 180 cc in motorcycles 3. Growing world demand for entry level motorcycles Especially in the emerging markets . Competitors HERO MOTOCORP: Hero MotoCorp was started in 1984 as Hero Honda Motors Ltd. Hero Motocorp Ltd. formerly  Hero Honda  is an Indian  motorcycle  and  scooter  manufacturer based in  New Delhi ,india. Hero Honda started in 1984 as a joint venture between  hero Cycles  of India and  Honda  of Japan. The company is the largest two wheeler manufacturer in India. The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked at 108. The technology in the bikes of hero Honda for almost 26 years (1984 – 2010) has come from the Japanese counterpart Honda . It enjoys the highest market share. SWOT ANALYSIS: Strength:1. Highest market share of about 40% of the total market . 2. Resale value of the products are high 3. Brand image of producing fuel efficient bikes like splendour 4. It has the most number of dealers and showrooms compared To its competitors Weakness: 1. 150 cc bikes are yet to create impact on the market 2. Didn’t patent the DTSi technology launched with Ambition 3. Ramp;D is not close to the Hero Manufacturing plant. Opportunities: 1. Global Expansion into Carribbean and Central America 2. Expansion of target market including wemen. Threats: 1. FDI announced by Indian govt. n automobile industry. 2. Increase in Price of petrol, steel and automobile. TVS: TVS Motor Company is the third largest two wheeler manufacturer in India and is among the world’s top ten . It is the flagship company of the parent TVS group employing over 40,000 people with an estimated 15 million customers across the globe . It is India’s only two wheeler company to have won the deming prize award for commitment to quality control, received in 2002. TVS motors is credited with many innovations in the Indian market, notable among them being the introduction of india’s first two-seater moped. It enjoys a moderate market share in India . SWOT ANALYSIS: Strength: 1. Wide distribution network. 2. Dominates the market in South India 3. It has got excellent monitoring system Weakness: 1. Regional dependency in south india Opportunities:1. Not much presence in the market of other players Threats : 1. Major competitors like Hero motocorp and Bajaj are Better known. GRAPHICAL REPRESENTATION ASSIGNMENT ON COMPETITOR ANALYSIS OF BAJAJ AUTO