Bajaj Electricals Limited: High Voltage Transformation?

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Case Details:

Case Code : BSTR311
Case Length : 19 Pages
Period : 2000-2008
Pub Date : 2009
Teaching Note : Available
Organization : Bajaj Electricals Ltd.
Industry : Electricals and Electronics
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

BEL was incorporated in 1938 under the name Radio Lamp Works Limited to manufacture electric fans, die cast components, and magneto assemblies and marketing of electrical goods such as general lighting service lamps, special lamps, fluorescent tubes, lighting fixtures, fans, and electrical and non-electrical appliances. It was renamed BEL in 1961...

The Turnaround Plan

Mission Excell was a detailed revamp exercise that involved various avenues for top-line and bottom-line improvements, besides a comprehensive strategy for business growth along with organizational and financial restructuring...

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The Resultant Turnaround

The strategic, operational, distributional, and marketing initiatives of the company bore fruit and helped the company achieve its growth objectives. BEL had targeted under its internal objective "Operation Triumph 1001"to become a 1001 crore (10,010 million) turnover company in 2007 and it planned to double its turnover by 2009-10 and quadruple it by 2014-15 (another six years)...


Exhibit I: Financial Highlights of BEL: 2001-2008
Exhibit II: Financial Highlights of BEL: 1990-2001
Exhibit III: BEL in the Context of the Bajaj Group
Exhibit IV: A Brief Note on R Ramakrishnan
Exhibit V: Organizational Structure of Bajaj Electricals -Before and After 2000
Exhibit VI: Bajaj Electricals -Main Strategic Alliances and Tie ups Across Product Categories
Exhibit VII: Use of Market Potential Value (MPV) Index to Revamp Distribution Structure at BEL

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