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Presented by:Presented by:
Megha Patel(49Megha Patel(49))
JOURNEY FROM
HAMARA BAJAJ
TO
DISTINCTLY AHEAD
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Industry informationcompany HistoryTime line of new releasesProduct
Major player in marketMarket shareTurning pointMarketing strategiesResearch& developmentSwot analysisRecognitionBibliography
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Automobile Industry in India India is the second largest manufacturer and producer of two-
wheelers in the world. It stands next only to Japan and China
in terms of the number of two-wheelers produced and
domestic sales respectively.
In 1948, Bajaj Auto began trading in imported Vespa scooters
and three-wheelers
In the initial stages, the scooter segment was dominated by
API, it was later overtaken by Bajaj Auto new player that has lasted till today is LML.
The two-wheeler market was opened to foreign competition
in the mid-80s
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.TVS Suzuki and Hero Honda brought in the first two-stroke
and four-stroke engine motorcycles respectively.
The industry had a smooth ride in the 50s, 60s and 70s when
the Government prohibited new entries and strictly
controlled capacity expansion. The industry saw a sudden
growth in the 80s. The industry witnessed a steady growth of
14% leading to a peak volume of 1.9mn vehicles in 1990. In 1990, the entire automobile industry saw a drastic fall in
demand. This resulted in a decline of15% in 1991 and 8% in
1992, resulting in a production loss of 0.4mn vehicles. Barring
Hero Honda, all the major producers suffered from recession
in FY93 and FY94. Hero Honda showed a marginal decline in
1992.
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Two wheelers have a special place on the Indian roads. Theyare extremely popular and versatile not only as passenger
carriers but also as good carriers.
It comes as no surprise when India is ranked as the second
largest two-wheeler market in the world
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Market share for two wheeler(2008-09)
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76.49%
15.96%,
3.95%, 3.60%
two wheeler
passenger vehicles
commerciale vehicle
three wheelers
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The graphic above shows the breakup of production of
automobile in India. In 2008-2009, more than 76 million two
wheelers were manufactured in India. Domestic sales of two-
wheelers form a major chunk at 76% of total sales. Hero
Honda and Bajaj Auto are the leaders in the two wheelermarket in India. In India, the two wheeler segment was the
first to secure export orders.
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Founder Jamnalal Bajaj
Year of Establishment 1926Industry Automotive - Two & Three Wheelers
Business Group The Bajaj Group
Listings & its codes BSE - Code: 532977 NSE - Code: BAJAJAUTO
Presence Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh, Columbia,Guatemala, Peru, Egypt, Iran and Indonesia.
Joint Venture Kawasaki Heavy Industries of Japan
Registered & head
officeAkurdi, Pune , India.
Works Akurdi, Pune 411035
Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune 411501
E-mail [email protected]
Website www.bajajauto.com
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Type Public
Founded : 1945
Headquarters : Pune ,maharastra, India
Revenue : Rs.89,367.1 million(2009)
Net profit : Rs.5353.4 million(2009)
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Key people
Managing director - Rajiv Bajaj
Vice chairman - Madhur Bajaj
CEO - Rakesh Sharma
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Mission
Focus on value based manufacturing
Fostering team work & enhancing the capability of the team
Continual Improvement
Total elimination of wastes Pollution free & safe environment
Vision
To attain World Class Excellency by demonstrating Valueadded products to customers
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shree saraswatieducation institute of
management
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shree saraswati education institute of management
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Bajaj History
It On November 29, 1945 Bajaj Auto came into existence
as M/s Bachraj Trading Corporation Private Limited.
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.
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In 1977, the technical collaboration agreement
with Piaggio of Italy expired
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.
Bajaj entered into a strategic tie-up with Kawasaki in late
1990s to enhance its product line and knowledge up-gradation.
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Turning point
1991 -1992 :overall sales of two wheeler declined by 15%
& 8% because of recession in the Indian two wheeler
market.
Reason
1990- pattern of demand changed.
demographic changes : increasing proportion of
younger people in the overall population.
1999-2000: motorcycle sales increase by80% of
their total busi.
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Position in market:
Bajaj is the first Indian two wheeler automobile company
in the market.
Bajaj is Indias 2nd largest motorcycle maker.
Bajaj ranked as worlds 4th largest manufacture.
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Major player in market
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Mark t s ar
41%
27%
18%
14%
Herohonda Bajaj Tvs Other
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Timeline of new releases
1972 - Bajaj Chetak
1976 - Bajaj Super
1981 - Bajaj M-50
1986 - Bajaj M-80, Kawasaki Bajaj KB100
1990 - Bajaj Sunny
1991 - Kawasaki Bajaj 4S Champion
1994 - Bajaj Classic
1995 - Bajaj Super Excel
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1997 - Kawasaki Bajaj Boxer
1998 - Bajaj Caliber, Bajaj Legend, India's first four-stroke
scooter, Bajaj Spirit
2001 - Eliminator, Bajaj Pulsar
2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke, Bajaj
Discover 2005 - Bajaj Wave, Bajaj Avenger,Bajaj Discover
2006 - Bajaj Platina
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2007 - Bajaj Pulsar-200(Oil Cooled), Bajaj Kristal, Bajaj
Pulsar 220 DTS-Fi, XCD 125 DTS-Si (Pronounced Exceed
125 DTS-Si)
2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of
existing 135cc model)
2009 - Bajaj Pulsar, Bajaj XCD 135 cc , Bajaj Pulsar
150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i UG IV, Bajaj
Pulsar 220 DTS-i , Bajaj Discover 100 DTS-S
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product
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The Bajaj has a different punch line for eachbike..
Avenger : Feel Like God Discover : Discover the Jaadoo.
Pulsar : Definitely Male
Platina : Jhalak Dikhlaja
CT-100 : Bike Nahi, Jackpot Wave : Make way for Happiness
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sales
Total vehicle sales of the company stood at 3,52,769 units in
September, compared to 2,80,916 units in the same period a
year ago, a growth of 25.58 per cent, the company had said.
Bajaj is also going flat out in the sports segment with its
Pulsar brand which is clocking close to 80,000 units a month
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Bajaj Auto sales grow 26% in Sep
Pune-based Bajaj Auto, India's second biggest bike
maker, today posted a Bajaj is also going flat out in the sports
segment with its Pulsar brand which is clocking close to80,000 units a month26 per cent rise in total sales of its two
and three wheelers selling 352,769 units during September as
compared to the same month a year ago. Sales of motorcycle
grew 26 per cent (including exports) during the reportingmonth to 314,515 units as against 249,133 units.
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Sales data For Domestic sales
(oct-2010)
Discover
48%
Pulsar
28%
Three
wheeler
16%
Other
8%
Sales
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Motorcycle market share
(2009 & 2010 in June)
Hero honda Bajaj auto TVS Motors Hero hondamotor cycle
56%
25%
8%5%
47%
34%
8%5%
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Riding high on its Discover model, Bajaj Auto has takenaway a nine per cent share in the motorcycle market from
leader Hero Honda during the quarter ended June
While Bajaj's market share went up from 25 per cent to 34
per cent between April and June, Hero Honda's share fell
from 56 per cent to 47 per cent during this period. Others
like TVS Motors and Honda Motorcycle & Scooters have
retained their share.
For several months, Bajaj has been reporting 60-80 per cent
jump in volumes. In the past five months, its domestic salesjumped 98 per cent, while the industry grew at 30 per cent
and Hero Honda grew at 12.1 per cent, albeit on a much
higher base.
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Global Bajaj Bajaj is present in over 50 countries all over the globe
Dominant presence in Africa, Latin America and South Asia
with increasing market share every year
Market leader in motorcycles in Colombia, Central
America, Sri Lanka, Bangladesh, Philippines, Nigeria, Uganda
and Kenya
891,002 units exported in 2009-10, an increase of over 15 %
over the previous year Total motorcycle exports of 726,115 in 2009-10, growth of
15% over 2008-09
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Marketing Strategies
Being the leading manufacturer of two & three wheelers
market BAL(Bajaj Auto Ltd.) has been providing the best of
the class models at competitive prices.
Most of the Bajaj models come loaded with the latest
features within the price band acceptable by the market.
They regularly update the low price bikes with the latest
features like disk-brakes, anti-skid technology and dualsuspension, etc.
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RESEARCH &
DEVELOPMENT
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Research & Development
Bajaj Auto has a huge, extensive and very well-equipped
Research and Development wing geared to meet two critical
organizational goals:
1. Development of exciting new products that anticipate and
meet emerging customer needs in India and abroad2. Development of eco-friendly automobile technologies
The company has also been investing heavily in the
latest, sophisticated technologies to scale down product
development lifecycles and enhance testing capabilities.
Bajaj Auto R&D also enjoys access to the specialized expertise
of leading international design and automobile engineering
companies working in specific areas.
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Strengths Highly experienced management.
Product design and development capabilities.
Extensive R & D focus. Widespread distribution network.
High performance products across all categories.
High export to domestic sales ratio.
Great financial support network (For financing the
automobile)
High economies of scale.
High economies of scope.
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Weaknesses
Hasn't employed the excess cash for long.
Still has no established brand to match Hero Honda's
Splendor in commuter segment.
Not a global player in spite of huge volumes.
Not a globally recognizable brand (unlike the JV partner
Kawasaki
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Threats
The competition catches-up any new innovation in no time.
Threat of cheap imported motorcycles from China.
Margins getting squeezed from both the directions (Price as
well as Cost) TATA Ace is a serious competition for the three-wheeler cargo
segment.
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Opportunities
Double-digit growth in two-wheeler market.
Untapped market above 180 cc in motorcycles.
M
ore maturity and movement towards higher-endmotorcycles.
The growing gearless trendy scooters and scooterette
market.
Growing world demand for entry-level motorcycles
especially in emerging markets
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Recognition
BAL look to continuously improve there
Products and services to compete with
global standards as new technologies are
introduced at the blink of an eye.
Almost all the new bikes introduced by
Bajaj in previous 5-6 years has been
awarded with the bike of the year award. It
includes bikes like
Pulsar, Discover, Eliminator & Platina .
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bibliography
www
.moneycontrol
.com www.bajajauto.com
www.wikipedia.com
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