INDUSTRY PROFILE

HISTORY OF TWO WHEELERS:

Motor cycle the name is evolved from motorized cycle. Motorcycle has an
engine, wheels and chain exposed. Moreover it is chain driven. Two wheelers owe
their descent to the safety bicycle. These appeared around 1800, used iron sanded
wagon wheels.
A motorcycle is a single track, two wheeled motor vehicle. Motorcycle vary
considerable depending on the task for which they are designed, such as long
distance travel, navigating congested urban traffic, cruising, sport and racing or off
road conditions.
Motorcycles are the most affordable from of motorized transport in many
parts of the world and for most of the worlds population. They are also the most
common type of motor vehicle.
The German inventor GOTTLIEB DAIMLER is credited with building the
first motorcycle in the year 1885.
The first internal combustion petroleum fueled motorcycle was DAIMLER
petroleum REITWAGEN. It was designed and built by the German GOTTLIEB
and WILHELM MAYBACH in BAD CANNSTATT in 1885.
It was called as the worlds first motorcycle. One wheel in the front and one
in the back although it has a smaller spring loaded out rigger wheeler on each side.

It was constructed mostly on each side; the wheeler was powered by a single
cylinder Otto cycle engine and may have a spray carburetor.
The first was the French MICHAUX PERREAUX steam bicycle of 1868.
This was followed by the American ROPER STEAM VELOCIPEDE of 1869. One
such machine was demonstrated at fairs and circuses in the eastern U.S in 1867
built by SYLUESTER HOWARD ROPER of ROXBURY, MASSACHUSETTS.
The popularity of the vehicle grew especially after 1910. During world war
1st all branches of the armed forces in Europe especially for dispatching used the
motorcycle. After the war it enjoyed a port vague until the great depression began
in 1929. After world war 2nd a revival of interest in motorcycle lasted in the late
20th century with the vehicle being used for high speed touring and sport
competitions.
In 1907 HARLEY DAVIDSON made the first U-twin bike. It distinguishes
itself by climbing hills. The more sophisticated motor scooter originating in Italy
soon after.
World war 2nd led by manufacture of a 125cc model. Despite strong
competition from West Germany. France, Australia, and Britain. The Italian
scooters maintained the lead in the diminishing market.
ABOUT INDIAN TWO WHEELER INDUSTRY:

The Indian two wheeler industry has come long way since its humble
beginning in 1948 when Bajaj Auto started importing and selling Vesap scooter in
India. Since them the customer preference have changed in favor of motorcycles
and gearless scooters has that score higher on technology, fuel economy and
authentic, appeal at the expense of metal bodied geared scooters and mopeds.
These changes in customer preferences have had an impact on fortunes of the
players.
India is the second manufacturer and producer of two wheelers in the world.
It stands next only to Japan and China in terms of the number of two wheelers
produced and domestic sales respectively. This distinction was achieved due to
variety of reasons like restrictive policy followed by the Government of India
towards the passengers car industry rising demand for personal transport,
inefficiency in the public transportation system etc.
The India two wheeler industries can be broadly classified into three major
segments. Sector motor cycles and mopeds. The domestic two wheeler sales of
3.778 mn in FY 2000 constitute scooter sales of 33.4% 39% in FY 99. Motorcycles
segment has gradually increased its presence from 27% in FY 92 to 47.7% FY
2000 (motorcycles 47.7% 41% in FY 99) and mopeds 17.6% in FY 99 mainly at
the expense.
The scooter and to some extent moped segment:

The Indian motorcycle industry can be broadly categorized into Indian

motors cycles and Indo Japanese motorcycles. The Indo Japanese motorcycles
segments are dominated by Hero group, Bajaj and Escorts in collaboration with
Japanese vehicle manufactures Honda. Kawasaki and Yamaha respectively. The
Indian motorcycles segment is dominated by Bajaj [M80] escorts and Royal
Enfield and Hero Honda.

GLOBAL SCENARIO
Industry Structure
Indian two wheeler segment
Bajaj Auto Limited
Brief History of Bajaj Auto Limited
Changing Scenario
Bajaj Pulsar Dtsi and Its models

EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA

Two-wheeler segment is one of the most important components of the automobile
sector that has undergone significant changes due to shift in policy environment.
The two-wheeler industry has been in existence in the country since 1955. It
consists of three segments viz. scooters, motorcycles and mopeds. According to the
figures published by SIAM, the share of two-wheelers in automobile sector in
terms of units sold was about 80 per cent during 2003-04. This high figure itself is
suggestive of the importance of the sector. In the initial years, entry of firms,
capacity expansion, choice of products including capacity mix and technology, all
critical areas of functioning of an industry, were effectively controlled by the State
machinery. The lapses in the system had invited fresh policy options that came into
being in late sixties. Amongst these policies, Monopolies and Restrictive Trade
Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were aimed at
regulating monopoly and foreign investment respectively. This controlling
mechanism over the industry resulted in: (a) several firms operating below
minimum scale of efficiency; (b) under-utilisation of capacity; and (c) usage of
outdated technology. Recognition of the damaging effects of licensing and fettering
policies led to initiation of reforms, which ultimately took a more prominent shape
with the introduction of the New Economic Policy (NEP) in 1985.
However, the major set of reforms was launched in the year 1991 in response to the
major macroeconomic crisis faced by the economy. The industrial policies shifted
from a regime of regulation and tight control to a more liberalised and competitive
era. Two major results of policy changes during these years in two-wheeler
industry were that the, weaker players died out giving way to the new entrants and
superior products and a sizeable increase in number of brands entered the market

that compelled the firms to compete on the basis of product attributes. Finally, the
two-wheeler industry in the country has been able to witness a proliferation of
brands with introduction of new technology as well as increase in number of
players. However, with various policy measures undertaken in order to increase the
competition, though the degree of concentration has been lessened over time,
deregulation of the industry has not really resulted in higher level of competition.
INDUSTRY STRUCTURE
India is the 2nd largest two-wheeler market in the world with a size of over Rs
100,000 mn. The total sale of two wheelers in India has touched a figure of 7.9 mn
units by March, 2012, up 11.4% from the previous fiscal figure of 7.1 mn units.
Production during the period reached 10.8 mn units, entailing a demand ratio of
72%. In terms of sales and market share the major players of the industry are Hero
Honda, Bajaj Auto and TVS Motors. Other players include Kinetic Motors,
Yamaha Motor and Honda Motorcycle and Scooter India (HMSI). The composition
of the industry consists of motorcycles, scooters and mopeds. Over the past decade,
there has been a consumer preferential shift from mopeds to scooters and now
motorcycles. On account of the shift, the motorcycle segment dominates the two
wheeler industry with a market share of close to 80%. The motorcycle segment is
further sub divided into 3 classes, starting from the entry/economy class (Rs
30,000 Rs 40,000), executive class (Rs 40,000 Rs 50,000) and the premium
class (>Rs 50,000).
Indian

two-wheeler

industry:

Rural

India

to

drive

industry's

growth

The Indian two-wheeler industry has come long way since its humble beginning in
1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Since

then, the customer preferences have changed in favour of motorcycles and gearless
scooterettes that score higher on technology, fuel economy and aesthetic appeal, at
the expense of metal-bodied geared scooters and mopeds. These changes in
customer preferences have had an impact on fortunes of the players. The erstwhile
leaders have either perished or have significantly lost market share, whereas new
leaders have emerged.
Rising income levels, reducing excise duties, higher loan tenure and loan-to-value
offered by the financing companies have all fuelled the growth of two-wheeler
demand. Besides, mounting traffic chaos and limited parking space has also
increased the demand for two-wheelers from households that can afford or actually
do own a car. Furthermore, with increasing women working population, changing
social philosophy and broad-mindedness, the penetration of two-wheelers in target
population has increased significantly during last one decade especially in urban
areas.

However rural areas and smaller towns still remains considerably underpenetrated
market. The authors foresee rising income levels combined with increase in finance
penetration in rural areas and smaller towns, the demand for two-wheelers will
grow swiftly in short to medium term period. Sighting this huge growth
opportunity two-wheeler manufacturers have started launching models catering to
the needs of rural demand.

The authors have developed a statistical model that attempts to forecast the
domestic two wheeler sales on the basis of ownership cost and the target

population that includes young populace that can afford but do not own a two
wheeler. Other qualitative factors like macro-economic outlook, consumer
confidence, willingness of vehicle financers to finance TWs, etc. have also been
quantitatively built in demand forecasting model.
After a strong recovery industry posted in FY10, which was continued even in first
quarter of FY10, the authors foresee the high growth levels witnessed currently
would stabilise in next 2-3 year period. Nevertheless the industry would register a
healthy growth during FY10-FY15 period. According to this report, rural India
would drive the growth, whereas the opportunity in urban India, especially bigger
cities, would become limited in days to come.

Some of the features that deserve attention in respect of the Indian two
wheeler segment are as mentioned:
The total sale of two wheelers in India has touched a figure of 7.86 million
units by March, 2007, up 11.42% from the previous fiscal figures of 7.05
million. Production during the period reached 8.63 million units.
The production of two wheelers in India is expected to reach a staggering
17.85 million units by 2011-12, more than double of the current production
level.
The two-wheeler production capacity is to reach 22.31 million units in 201112 compared with 10.78 million in 2006-07.
India is likely to export 1.39 million two-wheelers in 2011-12 compared
with 590,000 in 2006-07.
Total investment for new capacity generation in two-wheeler segment is
likely to be more than $2.2 billion (INR10, 000 crore).
Hero Honda, Bajaj Auto and TVS Motor remain the leading players in terms
of sales and popularity of their two wheelers.

Bajaj Auto Limited

The global economy and the market are growing faster than ever. The
current business situation is in a state where they need to reshape their ideas
constantly. The change has become so inevitable that without it a company

couldn't survive in this competitive world. Change is the process of taking a

company from current position (state) to a desired or expected position
(state) and at the same time dealing with the problems that arise in the
process, then change is about the management. (Gill, 2003). Change is
something that cannot force upon, it is a gradual process of transformation
that can affect the entire structure. Change management is an organized,
methodical application of the knowledge, tools, and resources of change that
provides organizations with a key development to achieve their business
strategy. But change management is not a distinct discipline with rigid and
clearly defined boundaries (Burnes, 2004).
Organisations may not get their desired outcome if the change management
is not effective. With effective management of change we can easily achieve
a better turnover, expand the business, reduce cost of sales, maximise profit
and even retain the same employee satisfaction. There are two angles in
which a change can be viewed - one from the management who are
implementing it and another form the employees who undergo it. In the past,
the affect of change agents on a business organization was very small but as
and when the business transactions started to happen on global basis, the
agents that could lead into organizational change also increased. The affect
of a change can be felt in global way just like the current financial crunch
that is happening around world.

Brief History of Bajaj Auto Limited

The Bajaj Group is one of the top 10 business organisations in India. The
Bajaj Group has a wide range of industries such as, Bajaj Auto Ltd, home

appliances, lighting, iron and steel, insurance, travel and finance. But the
group's main focus is Bajaj Auto which is ranked as the world's fourth
largest two- and three- wheeler manufacturer and is well-known in over a
dozen countries in Europe, Latin America, the US and Asia.
Jamnalal Bajaj founded Bajaj Auto Ltd in the year 1926, which did mainly
import and sell two or three wheelers. In the year 1959, the company secured
a license from the government of India to manufacture two and three
wheelers. From this license, the company started to grow and in the same
year, it went in collaboration with Piaggio to manufacture scooters and
marketed under the brand name Vespa. By the end of the 10 year agreement
with Piaggio, the company started manufacturing its own scooters under the
brand name Chetak which pushed the Indian market to top boom and stayed
as market leaders in scooter industry for a long period in India.
The scooter made a strong brand image among people especially the middle
class families who longed to have their own transport which was
economical, durable and easy to maintain which was the key factor for their
dominancy in market. The cost of motorcycles was 30% high when
compared with scooters, so common people prefer it. Another factor for the
market dominancy was the restriction for international brands in the Indian
market. Hence the company faced no much competition.
After the effect of globalisation when international organisation started to
enter the Indian market, the competition faced by Bajaj was severe. The
international companies had invested a lot in Research and developments
and had better features and fuel efficiencies and this started to trouble the
Baja's rule over the Indian market. When the price gap between motorcycles

and scooters narrowed consumers started to shift to motorcycles because

they were more able to travel on a terrain and had much greater ground
clearance. When banks started to give loans to own vehicles it was a dream
come true for most of the Indians and thus the consumer preference shifted
to motorcycles rather than scooters. To conclude the situation created
because of the company's lack of interest in R&D, the turn over market
dominancy and overall market value of the company starts declining
constantly.
Changing Scenario
In the early 1990s, the market saw a great recession in the Indian two
wheeler sector; overall sales of two-wheelers declined by 15% in 1991 and
8% in 1992. This period also saw a steep rise in fuel prices, which resulted
in consumers placing greater emphasis on fuel efficiency when purchasing a
new two wheeler. Fuel efficiency of scooters were comparatively less with
motorcycles. When banks started financing for buying new vehicles
common people shifted to motorcycles which can save a fortune in fuel.
Japanese companies like Honda motor co. ltd (Honda), Suzuki and Yamaha
started their operations in India through joint ventures with Indian
companies like hero Cycles ltd, TVS, Escorts, etc. All these joint ventures
were in the motorcycle segment. The foreign firms came with the latest
technology and efficient production systems, which dramatically improved
the quality of motorcycles available in the Indian market. Soon the foreign
companies started introducing more new models with contemporary
technology, styling and greater fuel efficiency.

 Then, the entire Indian market witnessed a change that was not at all
foreseen by the company. The consumer preference shifted from scooters to
motorcycles, which affected the company drastically in a much big way.
This was because the difference in the ratio of youngsters and mature adults.
In addition the motorcycles became cheaper, more fuel-efficient and was
capable to ride with ease in any terrain. The arch rivals, Hero Honda was the
company the Bajaj had to compete, but it was in vain as Bajaj had not once
thought of modifying their scooters or thought of bringing new motorcycles
into market and ultimately Bajaj had to give up its throne of the largest two
wheeler company.
The model Bajaj was rolling out of the company was a geared scooter. In the
year 2005-06 with the entry of gearless scooters Bajaj lost its dominance
over the Indian market to the gearless scooter named Activa from Honda,
which was more comfortable for old people as well as women and even
men have started to use Activa for their short errands because of its ease of
use.

Company Profile
History :
The Bajaj group is one of the top 10 business concerns in India its foot point
stretcher over a wide range of industries, spanning automobiles 12 wheelers and
the three wheelers, lighting iron and home appliances insurance, travel, and
finance.
It was founded in 1926 at a height of Indias movement for independent from the
birth the group has on illustrious history the integrity dedications
resourcefulness and determination today are often traced back of its bitch during
there days of relentless devotion to a common case, Jomanlar founder of the
group was a close confident and discipline of mahatma Gandhi in fact Gandgiji
had adopted him as his son. This close relationship and his deep involvement in
the independence movement did not leave Jamalal Bajaj with much time to
spend on his newly launched business venture.
His son Kamalanayan Bajaj when he was 27 took over the rains of business in
1942 he to be close to Gandhi and it was only after independence in 1947 that he
was able to give his full attention to the business. Kamalanayan Bajaj not only
consolidated the group but also the flagship companies has gone up form 72
million to rs.47.18 billion (US $ 936 million) its product portfolio has expanded
from one to and the brand has found a global market. He is one of the Indians
must distinguished business leaders and internationally respected for his
business acumen and entrepreneurial spirit.
About their brand identity

Brand identity:
Brand is the visual expression of our thoughts and actions.
It conveys to everyone our intention to constantly inspire confidence.
Customers are the primary audience for our brand.
Indeed, our brand identity is shaped as much by their belief in Bajaj as it
by our own vision.
It can do this by living brand essence and by continuously seeking to
enhance the customers experience.
In doing these, they ensure a special place for themselves in the hearty
and the minds of the customers.
Brands Essence:
Brand essence is the soul of brand. It encapsulates the mission at Bajaj.
It is the singular representation of our term of endearment with the
customers and also it provides the basis on which we grow profitably
in the market.
Brand essence is excitement
Bajaj strives to inspire confidence through excitement engineering.
Brand values:

Learning:
Learning is how we ensure proactively.
It is a value that embraces knowledge as the platform for building well
informed, reasoned and decisive actions.
Innovaton:
Innovation is how we create the feature.
It is a value that provokes us to reach behind the obvious in pursuit of that
which exceeds them ordinary.
Perrfection:
Perfection is how we set new standards.
It is value that exhibits our determination to excel by endeavoring to establish
new branch marks all the time.
Speed:
Speed is how we convey clear conviction.
It is a value that keeps us sharply responsive, mirroring our commitment
towards our processes.
Transparency:
Transparency is how we characterize ourselves.

 It is a value that makes us worthy of credibility through integrity of trust

through sensitivity and of loyalty through interdependence.
Philosophy:
We approach our responsibilities with ambition and resource fullness.
We organize ourselves for a transparent and harmonious flow of work.
We respect sound theory and encourage creative experimentation.
We make our work place a source of pride
We Believe In:
FAIRNESS- To all shareholders in the co, but especially to minority
shareholders.
Disclosure- of all relevant financial and non financial information in on
easily understood manner.
Supervision of the companys activities by a professionally competent and
independent board of directors.
Management profile:

Rahul Bajaj

Chairman

Madura Bajaj

Vice chairman

Rajiv Bajaj

Executive director

Sanjiv Bajaj

Executive director

D.D.S. Mehta

Whole time director

Kantikumar R.Podar

Director

Shekar Bajaj

Director

D.J Bajaj Roa

Director

J.N. Godrej

Director

S.H. Khan

Director

Mrs. Suman kirloskar

Director

Naresh Chandra

Director

Nonoo panmai

Director

Manish Kejriwal

Director

P. Murari

Director

Niraj Bajaj

Director

Company's History

Type
Founded
Headquarters
Key people
Revenue
Net income
Employees
Website

Bajaj Auto Ltd

Public
1945
Pune, India
Rahul Bajaj (Chairman), Rajiv Bajaj (Managing Director)
Rs. 81,063 billion (2012) or USD 1.32 billion
Rs. 11,016 billion
10,250 (2011-12)
www.bajajauto.com

Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the
world's 4th largest two- and three-wheeler maker]. It is based in Pune, Maharashtra,
with plants in Akurdi and Chakan (near Pune),Waluj (near Aurangabad) and
Pantnagar in Uttaranchal. Bajaj Auto makes and exports motorscooters,
motorcycles and the auto rickshaw.
The Forbes Global 2000 list for the year 2010 ranked Bajaj Auto at 1946.
Over the last decade, the company has successfully changed its image from a
scooter manufacturer to a two wheeler manufacturer. Its product range
encompasses Scooterettes, Scooters and Motorcycles. Its real growth in numbers
has come in the last four years after successful introduction of a few models in the
motorcycle segment.
The company is headed by Rahul Bajaj who is worth more than US$1.5 billion
COMPANY'S HISTORY

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. It started off by selling imported two- and threewheelers in India. In 1959, it obtained license from the Government of India to
manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled
out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles
in a single financial year. In 1985, it started producing at Wale in Aurangabad. In
1986, it managed to produce and sell 500,000 vehicles in a single financial year. In
1995, it rolled out its ten millionth vehicles and produced and sold 1 million
vehicles in a year.
Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With Kawasaki
Heavy Industries of Japan, Bajaj manufactures state-of-the-artrange of twowheelers. The brand, Pulsar is continually dominating the Indian motorcycle
market in the premium segment. Its Discover DTSi is also a successful bike on
Indian roads

MISSION AND VISION STATEMENT

Mission
Focus on value based manufacturing Fostering team work & enhancing the
capability of the team Continual Improvement Total elimination of wastes
Pollution free & safe environment
Vision
To attain World Class Excellency by demonstrating Value added products to
customers

Objective
Bajaj Limited is to cater the market needs of transportation by providing 2 wheeler and 3
wheeler vehicles. BALW has been producing the catalogue products to cater to the
changing market requirements. Based on the customer feedback, improvements
are being made continuously in the existing products.
Goal
To catapult Bajaj Auto as the countrys largest automobile company.

Awards 2011-12
Outstanding Business Leader of the Year
NDTV Profit Business Leadership Award Young Business Leader
Auto car Awards 2012 Kawasaki Ninja Premium Bike of the Year
Ernst and Young Entrepreneur of the Year Business Transformation Award
India
In India, the Company sold 2,566,757 motorcycles during FY2012. That was 6.3%
higher than the sales in the previous year. As mentioned earlier, FY2012 has been a
year of lower growth for the domestic economy, with almost all sectors reporting
subdued numbers. Sale of motorcycles in India was no exception. After two good
quarters, sales growth fell very sharply in Q3 FY2012 and Q4 FY2012, to
eventually clock 11.9% in FY2012, versus 22.9% last year.
Both urban and rural markets were affected by high consumer interest rates,
increasing petrol prices and overall inflation. Even the 11.9% growth was severely
skewed across quarters as well as segments. Sales of models belonging to the

upper end Performance segment remained flat year-on-year. With a substantial

proportion of Bajaj Autos business coming from the Performance segment, the
Companys sales growth by volume was more muted at 6%. As evidenced in the
first two months of ongoing financial year 2012-13, the growth continues to be
muted. Industry growth for H1/FY2013 is expected to be in the range of 6-7%
only. However, we expect an acceleration in growth in the second half of the fiscal
year 2012-13.
The good news is that Bajaj Auto continues to dominate the performance segment.
It sold 716,267 motorcycles in this segment in FY2012, with a market share of
44%. This, despite the segment being most hotly contested by every major twowheeler company with a large number of models fighting for market share.
The Companys key brand in this segment, Pulsar , is now into its 10th year. Pulsar
is the only brand in the Performance segment whose cumulative sales have crossed
the 5 million mark. To increase the momentum in the Performance segment, Bajaj
Auto unveiled the next generation Pulsar 200 NS in January 2012. Pulsar 200 NS
is expected to re-define motorcycling just as the original Pulsar s did in 2001. To
dominate the high end, Bajaj Auto launched the KTM Duke 200 in January 2012.
Known for their legendary racing achievements, KTM is Europes second largest
motorcycle manufacturer and dominates the off-road segment across the world.
The first offering from the KTM stable in India, the Duke 200, is being retailed
through dedicated KTM stores. Both the KTM Duke 200 and the Kawasaki Ninja
650R, launched earlier in June 2011, have received excellent response.
In FY2011-12, the Discover range in the mid-Commuter Deluxe segment has sold
more than a lakh motorcycles every month, with annual sales of 1,279,619 bikes.
Within Discover, contribution of the more powerful 125cc+ has nearly doubled to

53% of the brand portfolio this year. With several product and marketing initiatives
planned for FY2013, Discover is set for further growth.
Reflecting the changing dynamics in the motorcycle market during FY2012, the
Commuter Standard segment grew the fastest. Bajaj Auto also clocked healthy
growth here with an annual volume of 570,871 motorcycles contributed largely
by the Platina.
AWARDS AND ACCOLADES 2011-12
Product

Award

Award Body

Kawasaki Ninja

Bike of the Year

IMOTY

Pulsar 135LS

Bike of the Year

ET NOW - ZigWheels

Discover DTS-Si

100cc Bike of the Year

ET NOW - ZigWheels

Pulsar 135LS

150cc Bike of the Year

ET NOW - ZigWheels

Kawasaki Ninja

250cc Bike of the Year

ET NOW - ZigWheels

Pulsar 135LS 4-V

Technology of the Year

ET NOW - ZigWheels

Discover DTS-Si

Most Value for Money-Bike of the

Year

ET NOW - ZigWheels

Kawasaki Ninja

Motorcycle of the Year - Bike upto

250 cc

NDTV Profit - Car & Bike

Bajaj Discover
DTS-Si

Motorcycle of the Year - Bike upto

125 cc

NDTV Profit - Car & Bike

Kawasaki Ninja

Two Wheeler of the Year

NDTV Profit - Car & Bike

Product
Award
Award Body
Bajaj Pulsar 135 LS
Bike of the Year 2010
BBC - TopGear
Bajaj Pulsar
Hall of Pride Awards
CNBC Bajaj Pulsar 135 LS Bike
of the Year Bike India
Bajaj Pulsar 135 LS
Bike India upto 150 cc
Bike India
Bajaj Avenger 220
2011 Mc of the year upto 250cc NDTV Car
Bajaj Pulsar 135 LS "Golden Steering Wheel" for Executive Motorcycle Auto Build
Discover 150 DTS-I
Best Value for Money Vehicle of the Year

ORGANIZATION CHART OF THE COMPANY

Chairman & Managing Director

Executive
director

Whole time
director

Vice chairman

President

Company
Secretary

Vice president

Finance

Insurance

Material

Project

Business
development
& marketing

Operator

General Manager

Production &
engineering
Production
Engineering
3-wheeler
3-wheeler
Marketing

Corporate
officers

Finance

Information
marketing

Management&
Information
service
Over seas
manufacturing

Machine
tool
division

Finance

Motor cycle
division

Corporate
Finance

Supreme Auto Dealers Pvt. Ltd.,

FIRM PROFILE

Engineering
support

Marketing

Supreme Auto Dealers Pvt. Ltd., have been incorporated as a partnership.

the firm was establish in 1989 the firm is located in Shankar mutt road in Shimoga,
but later the partnership firm turned in private limited. First it was established as
Nandi motors that it is named as Supreme Auto Dealers Pvt. Ltd.,
Infrastructure facility:
Land and building: the firm has its own land whose room, work shop & spare
parts section.
Power : the total electric power used by the firm is 600 units per month & the
same is supplied by K E B
Machinery:
The firm is well equipped with all required tools. There are require for the
servicing of all vehicles.
MAN POWER AND OFFICE STAFF OF THE FIRM
The firm has sufficient staff there are 100 employee in the firm.
The office staff includes 4 departments. They are
1. Sales department
2. Service department
3. Spares department
4. Accounting department
1. Sales Department :
Here the vehicle is sold to the customer as their wants. this department includes
both two and three wheeler vehicle. The monthly sales are 80 of three wheeler
and 300 of two wheeler. Now the Supreme Auto Dealers Pvt. Ltd., has become

highest selling two dealer in Shimoga city. In this department the customer
never had to complaint about the firm.
2. Service Department
After the sales of the product, the customer wants friendly service by the firm
and it is in Supreme Auto Dealers Pvt. Ltd., they have hi-tech work shop for
motor cycle. And also it was awarded for excellent service twice.
In January 24th, 25th, of 2009, the Supreme Auto Dealers Pvt. Ltd., held motor
cycle care camp in Shimoga. An advertisement was given in local news paper
like Navika & janavarthey about the care camp. In this care camp, the vehicle
attends in large number. The highlight of the care camp is costrol had give, tshirts key broachers & pens. Every day 20 men enrolled.
Separate stall are installed for new vehicle displays, as already they have hitech work shop, it has well trained mechanic and they will fulfill customers
complaints or problems regarding this a sample survey was made and the
Supreme Auto Dealers Pvt. Ltd.,

number of respondents chosen was 50.

Board of Directors

3. Spares Department :
In this department, we getBranch
all spares
part of the vehicle easily, which gives you
Manager
best quality which gives you best quality in best price.
4. Accounting
Department
:
Works
Accounts Dept

Spares
Sales
Manager
Manager
This
is the main and
financial departmentManagers
of the firm here we Manager
can came to know

about the sales volume of the year accounting concerns the accounting

Supervisor

department.
Head
Mechanics

Accounts

Computer
Operator

Assistant

Computer
ORGANISATION
Operator CHART

Sales Executives

Sales assistant

Assistant mechanics
Receptionist

Helper

Marketing Mix Strategy

Marketing is analysis planning and controlling the firm activities with a
view of satisfying the needs wants of the chosen customer can be attracted by the
following four ways namely.
1. Product
2. Price
3. Promotion
4. Physical distribution
These four are called 4 PS of marketing are the marketing mix strategy.
1. Product
It is first p of the marketing. It consist of bundle of utilities and expected to
customer. A product must be satisfactory to the consumer because it is to be
who is the ultimate user. In case of the product concept not only the physical
attributes are accountable but also other attributes like presale & service are
considered some of which may be as following.
The physical product itself
Brand name
Package
Colour, size shape etc.
Price
Service offered
Safety
Corporate image as well as the brand image.

2. Price
Price is a very important factor. Price means the exchange value of an article in
terms of money without it we cannot buy or sale anything. Price of a product
consist of the physical product plus the bundle of expectations the product
should be worth the price only then will be the consumer is satisfied. Thus in
case of bajaj auto ltd., they have fixed responsible price for their vehicle & thus
their great demand in the market.
3. Promotion
It is activity concerned with the market communication. Promotion involves
advertising personal selling , dealers & sales promotion. Advertising means
nothing but a form of non-personal presentation & promotion ideas. Good
services by an identified sponsor. It is a form of publicity.
Sales promotion plans are required to attracted the attention of the consumer
& create demand for the product.

Marketing strategy adopted by Supreme Auto Dealers Pvt. Ltd.,

a) Advertising policy
The advertising policy is to be adopted by the Supreme Auto Dealers Pvt.
Ltd., as follows
Demonstration of the vehicle in rural areas through mobile service van by
the cable t v advertisement
Through hording boards
Advertisement through media like news paper etc.
b) Counter Sales
Counter sales is nothing but sales department sales their product their
customer when the customer came to his show room. The receptionist or sales
executives attend the customer & give complete information about the product
which product do they want and also they try to motive the customer to buy their
prodct.
c) Direct Marketing
It is also a kind of marketing here sales executives of the firm meets the
customer face to face and give full information about the product and also collect
their opinion towards the product.
d) Tele- Marketing
It is also a kind of marketing here some employees in the firm call to many
people and give detailed information about product in sometimes the company
gives marketing responsibility of their product to BPO

e) Melas
This is a outside marketing it is conducted by the firm or company. The main
objective of these kind of marketing is to do publicity about our product & firm.
The firm can arrange exchange and loan mela that provides an opportunity to
exchange their old bike and also provides loan for purchasing new bike.
F) Invitation Letters
This letter send to many customer or people who are located near to show
room. This letter contains detailed information about their new offers and their new
products.
4. Distribution
It is flow of goods the producer or the manufacturers to the ultimate consumer.
Distillation channels represent a chain of middle man participating in the
transferring of goods. Some of the channel s are :
Manufacturers whole sellers retailers consumers
Manufacturers sales man dealers consumers
Manufacturers retailers consumers
Manufacturers consumers
In case Supreme Auto Dealers Pvt. Ltd., products after receiving from the
manufacturer that is bajaj auto ltd., they are the authorized dealers of bajaj auto
ltd., shivamogga district.