Bajaj Auto Limited SWOT Analysis, USP & Competitors

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SWOT Analysis of Bajaj Auto Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bajaj Auto Limited

Parent Company

Bajaj Group

Category

Motorcycles, Scooters

Sector

Two-wheeler

Tagline/ Slogan

Hamara Bajaj; Distinctly Ahead

USP

Wide variety of motorcycles for the average Indian

STP

Segment

Middle-class people who want a bike that is stylish and gives a good mileage

Target Group

Middle class youth from the age bracket of 25-35

Positioning

Two-wheelers for every Indian

Product Portfolio

Brands

1. Bajaj Avenger                           2.Bajaj Discover
3. Bajaj Kawasaki Ninja              4.Bajaj Platina
5. Bajaj Pulsar

SWOT Analysis

Strengths

1. Excellent brand presence and marketing in India
2. Extensive research and development focus and highly experienced player in the motorcycle segment
3. Widespread distribution network across India
4. Wide product range in terms of price, quality and categories
5. Featured in the Forbes Global brands list

Weaknesses

1.Not a global brand despite high volume production
2.Lack of performance bikes like major international brands and sports bikes & cruisers

Opportunities

1. Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor, will aim at a fuel-efficiency of 30 km per litre
2. Cheaper variants for tapping more in the rural segment
3. Premium sports bikes for urban areas
4. Constant growth in the two-wheeler segment

Threats

1.Cheaper imports from countries like China
2. Entry of international brands
3.Other motorcycle players have a strong brand presence

Competition

Competitors

1. Yamaha
2. Hero Motor Corp (Hero Honda)
3.TVS
4.Suzuki
5. Harley Davidson
6. Royal Enfield
7. Ducati Superbike



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