Ghoshal et al.

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Ghoshal et al. - Bajaj Auto Ltd: Transformation of a Giant

In 1998, Bajaj Auto was ranked India's fifth most valuable company. It is the world's largest scooter producer and the fourth largest two-wheeler manufacturer, after Japan's Honda, Yamaha and Suzuki.

Rahul Bajaj was famous in India, almost a celebrity. Although he inherited the company in a protected market, he faced a changing environment where the government liberalised the two-wheeler industry, enabling MNEs to enter the Indian market and threaten Bajaj Auto and its market share.

A Bajaj was always "at the helm of affairs", indicating the firm to be a centralised structure. Raviv Bajaj took over in 1996, after studying medical engineering and graduating at the top of his class.

To compete with tough competition, Raviv created a marketing culture in Bajaj, where the company aimed to achieve:

A share of the customer's mind
Product differentiation
Customer satisfaction
Customer retention