Bajaj Auto Ltd.: Overtaken in the Indian Scooter Market

Abstract:

Bajaj Auto Limited (BAL) is one of the leading players in the Indian two-wheeler market, the second largest two-wheeler market in the world. The case traces the company's rise to dominance in the scooter segment of the market, and its eventual fall, against a backdrop of changes in customer tastes and preferences. It describes the reasons for the shift in demand and discusses the initiatives that the company undertook to regain lost ground. The case also discusses the competition in the Indian scooter market, and ends with a brief discussion on recent developments in the two-wheeler market.

Issues:

» Examine the evolution of an industry -- specifically, the Indian two-wheeler industry -- over time, and the challenges faced by the dominant players with the industry being liberalized and opened up to competition.

» Appreciate the impact of the economic, social, and cultural changes on the fortunes of an industry.

» Analyze the strategies adopted by a company to stay relevant in a changing environment.

» Understand the importance of keeping track of changing customer changing needs and preferences and adopting a customer-oriented product strategy.

» Gain insights into competition in the Indian two-wheeler market.

Contents:

Keywords:

Bajaj Auto, Bajaj scooters, Indian scooter market, Trends in the scooter market, Coping with changing trends, Demand shifts, Changing tastes

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