Bajaj Auto currently struggling to make a mark in the entry-level motorcycles is now planning to launch two new motorcycle brands in 2015 in order to gain the market share in a segment that accounts to nearly two-thirds of its totally sales in the Indian market.
Mr. Rajiv Bajaj, Managing Director of Bajaj Auto reported that “Strategy is always a matter of adapting oneself to the changes in the market place. While company’s strategy cannot change every six months, it is necessary for the firm to evolve the strategy on five or 10-year basis. So, in that context, we are planning to launch two new brands this year.”
Mr. Rajiv Bajaj also reported that “The Company also plans to launch new variants of existing models, which Bajaj hopes will help take the firm’s market share back to 24%. The new brands will take it up further.A look at decisions taken by the company since 2006 shows a flip-flop over its product launch strategy, which to some extent, has hurt its market position.”
Bajaj at one time was competing Hero MotoCorp for the number one spot but currently its struggling to even secure fourth position in the Indian market. With such a situation, Bajaj is now planning to launch two new motorcycle brands, one in the 100cc segment and the other in the 125cc segment. Bajaj is now planning to do about 2.2 Lakh monthly sales in 2015competing the likes of the other manufacturing giants in this segment which would help it regain its position in the Indian market.
With already Pulsar 200 SS, new Platina and the two new motorcycle brands pipelined for launch this year, Bajaj is expected to increase the sales figures drastically in every segment in the Indian market.
Please do write to us in your views whether these strategies from Bajaj would have an effect to its sales figures this year in the Indian market.
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