3. Bajaj Auto is the world's third-
largest manufacturer of
motorcycles and the second-
largest in India.
It is the world's largest three-
wheeler manufacturer.
The Forbes Global 2000 list
for the year 2012 ranked
Bajaj Auto at 1,416.
In December 2020, Bajaj Auto
crossed a market
capitalisation of ₹1 lakh crore
(US$13.6 billion), making it
the world's most valuable
two-wheeler company.
5. 1. Product - The products Bajaj Wheel is making or are in the
pipeline to capture potential markets.
2. Price - Pricing strategy that Bajaj Wheel is pursuing in various
customer segments it is operating in.
3. Place (Channels of Distribution) - Distribution mix of Bajaj
Wheel has taken a new dimension with the emergence of
Online Retailing & domination of players such as Amazon.
4. Promotion (Communication Strategy of Bajaj Wheel) - The
emergence of social media and online advertising has
changed the landscape of Bajaj Wheel communication mix
and communication strategy.
6. Strengths in The SWOT analysis of Bajaj Pulsar
• Strong Leadership: Pulsar was a product of the vision of the two younger Bajaj
Scions Rahul and Sanjay who with their conviction that the company could develop
a successful motorcycle went about it with a team that they put together. The
success of Pulsar is actually the culmination of their conviction that Bajaj could
indigenously develop such a vehicle.
• Young team: The initial idea of Pulsar was put together and the motorcycle was
developed in a new factory at Pune and the team who were involved in it were a set
fo freshers from college who were open to new ideas. This created a lot of lateral
thinking which resulted in a product that could stand apart.
• Market Leadership: Pulsar has always been one of the top selling bikes in its
category right from the days of its inception. The company plans to target a market
share of 20 percent for the next financial year for Pulsar.
• Branding and Positioning: Quite contrary to its competitors who used endorsers to
sell their motorcycles Bajaj from day one differentiated Pulsar through its
displacement following the American strategy of branding bikes. Pulsar was
launched in the 150cc and 180 cc category and positioned as a manly and powerful
bike suitable for all driving conditions and all terrains. This positioning has defined
its success from then.
7. Weaknesses in The SWOT analysis of Bajaj Pulsar
• Excessive focus on scooters: Bajaj was always confident about its
scooter business and preferred to focus more there since that was its
comfort zone. Motorcycles were always given only the second place in
its product portfolio.
• Lack of support from senior executives and the board: Pulsar was a
product of the vision of the two younger Bajaj Scions Rahul and Sanjay
and they did not have the support of the senior executives or the board
who believed that the focus needed to be scooters. This lack of support
created a lot of issues during the initial days for Pulsar.
• Popularity for commuter bikes: Commuters preferred the 125 cc or 120
cc motorcycles which were lighter and fuel efficient. There were lots of
popular models in that category like Hero Honda Splendor and TVS
Victor. The heavier sports bike were less preferred and thus not very
popular.
8. Opportunities in The SWOT analysis of Bajaj Pulsar
• High market potential for two-wheeler: The two-wheeler industry in India is
growing fast with the sales overtaking the growth rate of the industry. Sales of the
150 and 180cc motorcycles have grown from4.6 lakhs in 2011 to 1.4 million in
2017. This indicates that there is still scope for newer variants of Pulsar which is a
key player in this segment.
• Increase in demand for heavier motorcycles: The connectivity between cities is
improving in most countries as more highways and improved roads within towns
are focal areas. This means that there will be an increase in road travel and there
has been recent increase in the number of sports bikes being used for highway
commuting.This will create a surge in demand for luxury and high-performance
motorcycles.
Threats in The SWOT analysis of Bajaj Pulsar
• Competition: Pulsar faces stiff competition from Karizma, CBZ,
and YamahaFZ. The other threat is from in-house brands like KTM
who may eat into the market share of Pulsar
9. 1. Bajaj is purchased more by daily
users who needs more average of
bikes than looks.
2. Bajaj is considered to be most fuel-
efficient bike on Indian roads.
3. Service & Spare parts are available
throughout India in local marketsalso.
4. While buying a motorcycle, economy
is the main considerationin form of
maintenance cost, fuel efficiency.
5. Majority of the respondent had bought
their motorcycle more than 3 years.
6. Most of the Flame. Pulsar, is
purchased by young generation 18 to
30 years because they prefer stylish
looks and rest of the models of Bajaj.
