The Tranformation of Bajaj Auto
Subject
Entrepreneurship, Strategy and Entrepreneurship
Publication Year
2002
Abstract
One if India's best-known companies, Bajaj Auto is the largest producers of scooters in the world and the fourth largest producer of two-wheelers behind Honda, Yamaha and Suzuki. With the opening up of the Indian market the company is facing intense competition from all the world majors in its home turf. To protect and build on its market leadership, Bajaj Auto has to fundamentally transform its operations, organisation and strategy. But, is it possible for a production-oriented company used to a highly regulated and supply-constrained market to become a customer-focused, flexible and innovative organisation within the span of a few years? The Baja Auto case describes how the company is responding to these challenges. In this sense, the case is illustrative of the large number of established companies in emerging markets from Brazil to Indonesia who are facing similar challenges.
Topic List
Managing change, Responding to Deregulation, Opening up of an emerging market
Industry
Automotive : Two Wheelers
Publication Event Date
1999
LBS Case Number
CS-02-020
Location
India
Publication Organisation Size
18000 Emploees; $80 million
Project Funder
HEFCE-HEIF
Publication Research Centre
Entrepreneurship
Available on ECCH
No
