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Essay / Research Paper Abstract
This 5-page paper is a marketing study about Bajaj Auto Ltd. in India. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: AS43_MTbajaauto.rtf
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Unformatted sample text from the term paper:
parts, which are, in turn, sold to authorized dealerships and service centers (Lambert, 2010). After having enjoyed a near monopoly for close to several decades, however, this family owned business
is starting to feel the heat of competition from other companies, namely Japanese competitors. The goal here is to provide recommendations for
Bajaj to strengthen its position in India (and possibly abroad) so as to gain more market share, despite competition coming into the country. Marketing Issues
Until recently, Bajaj didnt have a marketing department - it didnt really need one, as demand for scooters and three-wheelers outstripped supply. However, the companys marketing department
was an outgrowth of its distribution department. This is all well and good, but there is more to marketing a product than simply getting it to the right place (though
this is very important). There are also consumer behavior issues that need to be examined. Consumer behavior is especially important for Bajaj; one issue it faces as an Indian-based company
is that consumers overall believe that foreign companies actually have better-quality products than local companies. For example, when it came to country of
origin issues, Zhonggi et al (2006) determined that Indian consumers actually prefer products from more developed countries than from less-developed countries; even its own. Furthermore, though brands in India are
perceived to be reliable and with good performance, theyre also perceived as "of poor design, imitative, technically backward, and meant for the lower classes" (Zhonggi et al, 2006; 300).
Kinra (2006) in conducting a study on the impact of country of origin on foreign brand names found more or less the same results;
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