Bajaj Auto Ltd's Brand-Centric Strategy
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the early 2000s, motorcycle sales surpassed that of scooters and Bajaj Auto lost its market share to Hero Honda. In an attempt to recapture market share, Bajaj Auto restructured its business and launched new motorcycle models. However, Bajaj Auto lost its dominance in the scooter market. Realizing the changing dynamics of the Indian two-wheeler industry and the deficiencies at Bajaj Auto, Rajiv Bajaj began to develop a new strategy for the company. He shifted the focus from scooters to motorcycles and emphasized enhancing the quality of products.
» Understand Bajaj Auto’s new Brand-centric Strategy
Brand Management, Twin Brand Strategy, Brand-centric Strategy, Umbrella brand, Multiple brand, Indian Two Wheeler Industry, Restructuring, Competition, Marketing Strategy, Corporate Strategy, Bajaj Auto Ltd.
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