Comparative analysis of Bajaj motor bike with it’s competitors in New Delhi.
Submitted in partial fulfillment of POST GRADUATE DIPLOMA in INTERNATIONAL BUSINESS.
Submitted to M.R.JAIN
submitted by:- jeet bahadur kumar
verma Hatinder udar Gaurav yadav
PGDM(IB) Session 2011-13
Contents
1-ACKNOWLEDGEMENT
03
2-INTRODUCTION
04
3-LITERATURE REVIEW
06
4-ABOUT THE RESEARCH
07
5-QUESTIONNAIRE
09
6-GRAPH REPORT
11
7-LIMITATIONS
14
8-FINDINGS
15
9-CONCLUSION
16
I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them.
I am highly indebted to M.R.JAIN for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project.
I would like to express my gratitude towards my parents & member of JIMS for their kind co-operation and encouragement encouragement which help me in completion of this project.
I would like to express my special gratitude and thanks to industry persons for giving me such attention and time.
My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.
Introduction The two wheeler industry in India collectively produces 20 Lakh vehicles a year. Some players have managed to cut through consumer resistance with innovation, pricing and aggressive marketing. The competition level in the two wheeler industry is very high now. Many brands are fighting in the market for maxim aximum um shar share. e. They hey have have to brin bring g out out a l o t o f d i f f e re n ti a t i o n a mo n g the m. Th e ma jo r du ty o f th e ma rke te r is t o kn ow t he reasons for preferring particular motor bike by the consumers. Introduction :1945: Bajaj Auto is founded. 1960: Rahul Bajaj becomes the Indian licensee for Vespa scooters. 1977: Technical collaboration with Piaggio ends. 1984: Work begins on a second plant. 1998: Bajaj plans to build its third plant to meet demand. 2000: Thousands of workers are laid off to cut costs. costs . Company History: Bajaj Auto Limited is India's largest manufacturer of scooters and motorcycles. The company generally has lagged behind its Japanese rivals in technology, but has invested heavily to catch up. Its strong suit is high-volume high -volume production; it is the lowest-cost scooter maker in the world. Although publicly owned, the company has been controlled by the Bajaj family since its founding.
Bajaj Products of Motorcycle:Motorcycles
Bajaj Platina 100cc Bajaj Platina 125 DTS-Si Bajaj Discover 135 DTS-i Bajaj XCD 125 DTS-Si Bajaj XCD 135 DTS-Si Bajaj Pulsar 135 DTSi Bajaj Pulsar 150 DTSi Bajaj Pulsar 180 DTSi Bajaj Pulsar 200 DTSi Bajaj Pulsar 220 DTS-Fi Bajaj Pulsar 220 DTSi
INDIAN TWO WHEELER INDUSTRY
The two-wheeler market has had a pe rceptible shift from a bu yer ye r ’s mar ma r ke t to a s el le rs market with a variety of choices. Players are competing on various fronts such as pricing, technology, product design, productivity, sales process, after sales service, marketing and distribution. In the short term, market shares sh ares of individual manufacturers are sensitive to capacity, product acceptance, pricing and comp e t i t i v e p r e s s u r e s f r o m o t h e r manufacturers. All the four segments, Motor Cycles, Cycles, Scooters , Scooterettes Scooterettes and Mopeds have witnessed capacity additions in the last one year and an d it will continue in the upcoming period as and when the foreign companies opens a local subsidiary. Over this period as and when the foreign companies’ opens a local subsidiary. Over this period, only the Motor C yc yc le le s e g m e n t i s e x p e c t e d w i t n e s s h i g h e r d e m a n d v i s e ve rs a su pp ly , wh il e th e Sc oo te rs , Sc Scooterettes and Mopeds suppl supply y will will outs outstr trip ip demand demand.. As in comes co mes gre w a nd pe ople op le fel t t he need to own own a private private means of transpo transport, rt, sale sale of t w o wheelers raised. Penetration of the twow h e e l e r s i s e x p e c t e d t o i n c r e a s e t o approximately to more than 25%by 2005.Th e Mo to r Cy cl e se gm en t wi ll co nt in ue to l e a d t h e d e m a n d f o r t w o - w h e e l e r s i n t h e c om om in in g y ea ea rs rs . Motor Cycle sales are expected to increase by 20% as compared to 1%growth in the Scooter market and 3% by Scooterttes and Moped sales sales resp respect ective ively ly for thenex thenextt two-y two-year ears. s. The Indi In di an two tw o an d th ree re e wheeler industry produced and sold about 4.5million units in2003-2004. Like any other Indian Industry, the policy environment guided and controlled this segment of the industry as well. Licensing norms ruled the day till mid 80’s. Access to foreign technology inputs and foreign investment were strictly government controlled. 25 Since mid 80’s, the Indian automobile industry was admin i st s t er e r ed e d se s e le l e ct c t d os o s es e s of of l i b e r a l i z a t i o n . F o r e i g n c o l l a b o r a t i o n s w i t h e q u i t y u p t o 2 6 % , f r e s h l i c e n s e s a n d condi tional CKD imports, etc. were allowed. This liberalization coupled with the the Indi ndian market potent ial attracted world majors like Honda, Yamaha, Suzuki and Piaggio setup their Joint Ventures during mi d 80’s in India. From 1991 onwards, the industry was delicensed. Automatic approvals for foreign equity up to 51% and equity participation in excess of 51% with specific approvals entered the rulebook. Honda converted one of its Joint Ventures to
a 51% subsidiary On regulation front, Central Motor Vehicles Regulations mandates the safety, emissions and other norms. Vehicular emissions standards came into effect first in 1991 and were tightened further in 1996. For the two and three wheeler thes th esee are amo ng the tig htes ht estt in the the wor world. ld. Furt Furthe herr tight tighten enin ing g has has taken effect from April 2000.The four-stroke Motor Cycle has added new dimensions to the two-wheeler segment. The major players in the Motor Cycle market market are Bajaj Bajaj Auto Ltd. Ltd. with its its Pulsar DTS-i, DTS-i, Hero Hond Ho nd a Co . with its Hero Honda Karizma. Competition is intense in all segments of the two-wheeler industry with fuel efficiency and price being crucial considerations for success. In the recent pa st , a manu ma nu fa ct u re r’ s ab il i t y at p ro du ct i nn ov at io n and an d op en in g new market niches have also been b een crucial for the growth of the industry. Bajaj Auto Ltd. entered the Motor Cycle segment in the mid 80’s. Sin ce th en it has ha s won marke mar ke t s hares ha res incr increa easi sing ng indi indige geni nizat zatio ion n and and by opening new market market niches for their their products. Bajaj Bajaj has emphasized its higher safety and superior quality. Fuel efficiency allowed Hero Honda to dominate the 100cc Motor Cycle segment for most of the last eight years. Bajaj Auto Ltd. has gained considerable market share in this segment sinc sincee it it als also o lau launc nche hed d a four four-s -str trok okee Moto r Cyc le two years ye ars ago. ag o. The 100-cc segment is further power (dominated by Bajaj Pulsar DTS-i), fuel economy and sub-segments. The semi-urban and rural markets will increase in importance in the future and all manufacturers’ plan to launch heavier bikes with stronger suspensions.26 The relatively affordable and stable prices of Bajaj Motor Cycles backed by flexible loan options have caused other o ther Motor Cycles to continuously lose market share to them in the previous few years
Review of Literature
The Customer Perception Report includes questions in four k ey a re re aass ,E ,E x p e c t a t i o n s , P u r c h a s e D e c i s i o n s , C u s t o m e r S e r v i c e , an d Fut ur e Pur ch ase s. So the custo custome merr sho shoul uld d be invi invite ted d to to participate in the survey. Setting realistic expectations during the sales process is a vital component of makinghappy cus t om o m e rs r s . H ow o w ac ac o m p a n y s e t s a n d m e e t s p r o d u c t a n d s e r vice expectations plays a pivotal role infashioning c ustomer opinions. How a company meets or ex ceeds e x p e c t a t i o n s i s measu easure red d in thre threee impo imporrtant tant area areas: s: prod produc uct/ t/se serv rvic ice, e, supp suppor ort, t, and and pric price. e. Thes Thesee thre threee area areass w i l l b e u s e d t o f a c t o r a score for the Expectations category. The results of the t h r e e questions questions will will be used used to factor factor an overal overalll expectati expectations ons percepti perception on scor score. e. The Purc hase De cision c ategory g ives us a better unders understan tandin ding g of how the customer customer pe rc ei ve s th e pu rc ha se process. Two key areas for questions include an open e n d e d question question on why they they purchased purchased and a rating ratingss question question on their expe experi rien ence ce.. The The rat ratin ing g Questio n dat a will be use d for the ana lysi s of Purchase Decision category. The open ended responses from the “Why” questions will be used for product strengths analysis. The results of the purchase experience question will be used for the overall Purchase perception analysis. Customer service is one of the most important differentiations differentiations a company can have . For this report, customers will rate a company in three key areas: customer service, timeliness for problem resolution, and expertise. These three areas will be used to factor a score for the Customer Service category. Purpose of Literature review
Literature review is one of the prime parts of every project. The very basi basicc purp purpos osee of the lite ratu re r evie w is to g ain insi ght on the the oret ica l back gro und of the res ear ch prob proble lem m. It help helpss the the researcher to gain strong theoretical basis of the problem under study and also help to explore whether any one has done research on the related issue.That’s why literature review helps one to find out the path of prob proble lem m solv solvin ing. g. In thi thisregard sregard s the ver y bas ic purp ose of the literatur e review i n thi s diss ertation is same as ment mentiione oned
ABOUT THE RESEARCH
RESEARCH METHODOLOGY It is well known fact that the most important step in marketing research process is to define the problem. Choose for i nvestigation because a problem well defined i s half solv solved ed.. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems. DATASOURCE Research included gathering both Primary and Secondary data. Primary data Is the first hand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various customers and past consumer views about bikes and to calculate the market share of this brand in regards to other brands. Secondary data are t hose whi ch has b een collect ed by so me one else and which alre alread ady y have have been been passed through statistical process. Secondary Secondary data has been taken from internet, newspaper, magazines and companies web sites. RESEARCH APPROACH The research approach was used survey method which is a widely used methodfor data collection and best suited for descriptive type of research sur v e y i n c l u d e s research research instrument instrument like like quest questionna ionnaire ire which which can can be structured structured and unstructured. Target population is well identified and various methods like personal interviews and telephone interviews are employed. SAMPLING UNIT It gives the target population that will be sampled. This research was carried in south delhi These were 80 respondents. respondents. DATA COMPLETION AND ANALYSIS After the data has been collected, it was tabulated and findings of the project were presented followed by analysis and interpretation to reach certain conclusions. SCOPE My project was based on the Comparative Study of Bajaj bike with it’s competitor in new delhi
Questionnaire While purchasing my bike I considered the following factors. Please answer in the following manner:
For strongly agree
For agree
For neutral
For disagree
For strongly disagree
Q-1. Are you you a user of two wheeler bike?
Yes
NO
Q-2. Do you like to drive a two wheeler bike?
Yes
No
Q-3. which model model do you you have? have? a- Bajaj
CT100 Pulsar Discover Others b- TVS
Flame Apache Starcity Others c- Herohonda
Spleander karizma Passion Other d- Others company bike ……………………… Q-4. For how long do you you have own a bike? a- 0-1 year b- 1-2 year
c- 2-3 year d- above 3 year
Q-5. For what purpose purpose do you you use bike? bike? a- Office purpose b- For enjoying
c- For personal use d- others
Q-6. How do you come come to know about about this? a- Newspaper b- E-journal
c- magazine d- others
Q-7. Are you happy from the performance performance of the bike which you you have? a-
Yes
d- No
Q-8. What factors behind your your likeness? a- Exterior b- Interior c- Fuel capacity
d- clutch system e- Riding system f- Tank size and some others please specify
Q-9. Have you ever ever thought to change change this model? a- Never
b- yes if
Q-10 you give the rate your bike with the several things:
For Exterior of the bike
1.( ) 2.( ) 3.( ) 4.( ) 5.( )
For Colour of the bike
1.( ) 2.( ) 3.( ) 4.( ) 5.( )
For Fuel efficiency of the bike
1.( ) 2.( ) 3.( ) 4.( ) 5.( )
For Attractive gear system of the bike
1.( ) 2.( ) 3.( ) 4.( ) 5.( )
For Design of the head light of the bike
1.( ) 2.( ) 3.( ) 4.( ) 5.( )
For Digital speedometer of the bike
1.( ) 2.( ) 3.( ) 4.( ) 5.( )
Personal details :Name :Age:Sex: Male (
) Female (
)
Family Income (Monthly):
Less than 20000 (
)
20000-40000
(
)
40000-60000
(
)
Above 60000
(
)
Family kind:
Nuclear Family (
)
Joint Family
)
(
Where do you belong:
Urban aria
Rular aria
others
Q-1. Are you you a user of two wheeler bike?
ratio yes no
Result:- there has a 80 people data in which the user of the bike is 70% and non user are 30% people. Q-2. Do you like to drive a two wheeler bike?
ratio yes yes
Result:- there has a 88% people who like the drive of bike but 12% don’t like the drive of the bike . Q-3. which model model do you you have? have?
50 40 30 20
bajaj herohonda tvs other company
10 0
Result:- in the 80 people data in this 45 people like bajaj bikes, 10 people like herohonda bike, 8 people like tvs bike and 15 people like other company bike.
Q-4. For how long do you you have own a bike? 30
0-1 years
20
1-2 years
10
2-3 years
0
above 3 years
Result:- In this data there are 15 people who own the bike t o 0-1 year old, 20 to 1-2 years old, 15 people to 2-3 years and 30people own the bike above the 3years. Q-5. For what purpose purpose do you you use bike? bike?
40 30 20
office purpose personal use enjoying
10 0
others
Result:- there are 80people data in which 36 people use bike for official use,24 uses for personal ,10 use for enjoying purpose and 10 use for other purpose . Q-6. How do you come come to know about about this?
40 30
news paper e journal
20 10
magazine other
0
Result:-in the 80 people data there are 40 people know from the news paper 15 know the e journal 10 know from the magazine and and rest of 15 people people know from the other .
Q-7. Are you happy from the performance performance of the bike which you you have? 60 yes
40
no 20
Column1
0
Result:- there are a 80 people data in this 55 people like the performance of the bike and 25 people which don’t like the performance performanc e of the bike. Q-8. What factors behind your your likeness? exterior 30
interior fuel capacity
20
clutch system 10
riding system tank size and other
0
Result:- In the people data there are 23 people people like the bike for his exterior 17 people like for his interior, 8 people like for his fuel efficiency 10 people like bike for his clutch system,6 like for his riding system and 16 like for his tank size and other reason . Q-9. Have you ever ever thought to change change this model? 50 40 30
never
20
yes if
10 0
Result:- 45 people never change his model and 35 people change his bike when they get better technology or any other reason.
LIMITATION
The time and economic factor was not sufficient.
Complete and appropriate knowledge cannot be obtained from primary as well as secondary sources.
The appropriate material or information about the related study is not available.
Lack of complete data.
Respondents Respondents are not taking the questionnaire seriously.
Sample size is not appropriate to cover whole population.
Restrictions placed by governments to maintain the secrecy of the process
FINDINGS
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