Bajaj Chetak Case Study

A few years back i.e. in the 1990s, if anyone travelled from one point to another in any Indian city, he would definitely see a lot of replicas of one particular image on the roads. The one of a family of four, a father, a mother and two kids on Bajaj Scooter. It truly was their own Bajaj. The Chetak from Bajaj was reliable performance wise, efficiency wise and it became part of nearly every home in the cities of India.
A fast forward and today the once irreplaceable Bajaj Scooters are nowhere to be seen. The market has shifted from scooters to sporty bikes with greater fuel efficiency and performance. There is one thing that still remains as part of the roads, a Bajaj two-wheeler. In place of the robust Bajaj Chetak is now the muscle, style
Ltd. The overall sales have been mediocre having dropped by 22 % in the financial year 2012-13 but domestic performance in terms of sales increased by 14.4 %. MTL focuses also on exporting its products to neighbouring countries with similar market conditions such as Nepal, Sri Lanka, Bangladesh and Kenya.

Suzuki Motorcycle India
Suzuki Motorcycle India is a subsidiary of the Suzuki Motor Corporation, Japan. The market share of Suzuki India in domestic scooter market rose to 11.2 % as of the financial year 2012-13 from a meagre 2.3% in the year 2007-08. Majority of the technology is inherited from the parent company but does not have a deep product portfolio to compete in the Indian market.
TVS Motor Company
TVS Motor Company was incorporated as a JV between TVS Group and Suzuki Motors, Japan. Recently, TVS entered into an agreement with BMW to cater to a new series of motorcycles above 500 cc. TVS has been losing its market share in the motorcycle as well as scooter segment as of late mainly because of the bad performances in the high volume domestic motorcycle segment.
India Yamaha Motors Pvt.
IYM continues to lose market share to Hero, Honda and Bajaj due to the lack of a string dealership network and a weak product mix.
Bajaj Auto
Leveraging on its strength of technology and innovation and a wide spread product mix catering to all kinds of customer segment, Bajaj Auto is one of the major players in the market. However, there is a decline in the market share from 21% in 2013 to 12% in 2015 for domestic two wheeler market. Despite the decreasing numbers, Bajaj Auto has been largest exporter in both the two wheeler and three wheeler segments. Exports account for nearly 41.6% of company’s net sales. Bajaj is doing exceptionally well in three wheeler segment and maintains a monopoly having a market share of around 84% in the domestic market.
Change in customer