BAJAJ AUTO BCG MATRIX:
STARS: These have long run opportunity for growth and profitability. They have high relative market share and high Growth rate.
PULSAR 150 and 180cc are the fastest growing and have potential to gain substantial profit in the market.
QUESTION MARKs: they are also called as wild cats. Usually, they are new products with potential for success but there cash needs are high and cash generation is low.
PULSAR 200 & 220 cc, DISCOVER 135cc, XCD 125cc -there aim has been to improve the organization reputation
However, their cash needs are high as they want to be successful not only in Indian markets but as well as in the global market.
CASH COWs: It has high relative market share but compete in low growth markets as they generate cash in excess of their needs.
DISCOVER 125cc and CT 100
DOGs: The dogs have no market share and do not have potential to bring in much cash.
PLATINA, AVENGER, KRISTAL - Their business has been liquidated and/or trimmed down.
The strategies adopted are harvest, divest and drop.
THE SWOT ANALYSIS OF BAJAJ PULSAR
From the point of inception till date….
STRENGTHS:
• Very popular brand positioning (DEFINITELY MALE) which helped quite a lot in popularizing the brand
• The styling of the bike was a novelty and was in line with its macho image.
• Performance – wise, it was much better than other bikes in the same segment.
• It had an impressive mileage for a 150 cc bike, about 45 plus, which was much more than other bikes of the segment like CBZ etc.
• Since Bajaj was already in the scooter market beforehand, it could use those same resources for the distribution, sales and service for Bajaj pulsar bikes. Bajaj made after sales a priority in marketing.
• From 150cc it h...
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...7% of them were satisfied. Among all the parameters the price led the race with 58% of the participants being satisfied. This was followed by design with 45.83% being vote in its favour. As far as the perception of the brand is concerned the brand is perceived mostly as adventurous bike (48%), while 35% perceive the brand as
“definitely male”. Though in this segment (150 cc) the brand is leading the share, however it has a tough competition from the other brands too. The leading competitor is Yamaha FZ (42%) followed by TVS Apache (35%), Hero Hunk (15%) and Honda Unicorn (8%).
References
• www.nitesh-nitesh.blogspot.in/2010/01/bcg-matrix-of-bajaj-star-company-has.html
• www.zigwheels.com/newbikes/Bajaj/Pulsar
• www.marketingpractice.blogspot.in/2007/04/bajaj-pulsar-definitely-male.html
• www.mypulsar.com
• www.thepulsarbrand.com
• www.bajajauto.com
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