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Bajaj Auto aims for the world - Views on News from Equitymaster
 
 
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  • Jan 10, 2000

    Bajaj Auto aims for the world

    India's largest 2/3 wheeler manufacturer has set its sight on the world and is trying to create a brand for itself to penetrate the competitive global market.

    Bajaj Auto is India's largest manufacturer of two/three-wheelers with a presence in all three segments of the two-wheeler market - scooters (64% market share in August 1999), motorcycles (26% market share) and mopeds (6% market share).

    Bajaj Auto has done very for itself in the domestic market and over the years has withstood competition from Indo-Japanese ventures in motorcycles and foreign tie-ups (LML) in scooters. Although the company has conceded market share, that was only to be expected.

    Now the company wants to carve a niche in the global market and is taking steps to create brand awareness at the international level. For long, the company has got recognition for its 'value for money' products in the domestic market. It now wants to change that at the global level.

    The company is making a concerted bid to break into the developed markets in South East Asia and South American countries. But the going will be far from easy for the company. At the global level, competition is more intense and products are more innovative with greater styling. If Bajaj Auto is successful in meeting the demands of the international markets, it will serve as a precedent for other competitive domestic manufacturers to follow in its footsteps.

     

     

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