Bajaj Auto Case Study: Business Model, Product Portfolio, and SWOT Analysis

India is one of the biggest automobile markets in the world, and many automobile companies are trying to gain market share. One such company is Bajaj Auto, but have you ever wondered how it became one of the dominant forces in the global two-wheeler and three-wheeler market? 

The following case study looks at the incredible journey of Bajaj Auto from being a very small-scale company to becoming a household name, not only in India but all over the world. 

Bajaj Auto Company Overview

Bajaj Auto Ltd. is a major player in the Indian automobile industry and was established in 1945. It was previously known as M/s Bachraj Trading Corporation and initially imported and sold two-wheelers and three-wheelers. In 1959, the company obtained a license from the Government of India and partnered with Piaggio to manufacture Vespa scooters in India. Today, it is one of the major manufacturers and distributors of motorcycles, scooters, and auto rickshaws. The company is now selling its products in more than seventy countries, making Bajaj Auto a global company. The company’s headquarters is in Pune.

Business Model of Bajaj Auto

Bajaj Auto’s business model focuses on cost efficiency, scale, and strategic expansion into new markets. It manufactures competitively priced products and caters to different consumer segments. Partnerships and joint ventures with prominent automobile manufacturers, such as KTM and Triumph, help the company manufacture better automobiles and reach new markets. Bajaj Auto invested INR 57 core in bicycle and electric scooter rental startup Yulu. The company will also manufacture electric vehicles for Yulu. 

Business Products and Services

Bajaj Auto’s product portfolio includes some of the most popular motorcycle brands, such as Pulsar, Dominar, Avenger, Platina, etc. The company targets a wide customer base through an array of product categories ranging from entry-level commuter bikes to premium bikes. In the three-wheelers, the company leads with products like RE and Maxima, targeting passenger and goods transport. Bajaj Auto entered the electric vehicle segment with the launch of Chetak.

Market Details of Bajaj Auto Limited

Current Market Price	INR 11,430
Market Capitalization (In INR Crores)	3,19,192
52 Week High	INR 11,498
52 Week Low	INR 4,766
P/E Ratio (x)	39.9

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Financial Statements of Bajaj Auto Limited

Income Statement

Particulars	FY 2024	FY 2023	FY 2022
Particulars	FY 2024	FY 2023	FY 2022
Sales	44,870	36,455	33,144
Total Income	46,306	37,642	34,428
Total Expenditure	36,473	30,290	27,348
Net Profit	7,440	5,530	5,586

Balance Sheet

Particulars	FY 2024	FY 2023	FY 2022
Particulars	FY 2024	FY 2023	FY 2022
Total Non-Current Assets	27,545	25,486	24,745
Total Current Assets	11,798	9,650	10,365
Total Shareholders Funds	28,962	29,362	29,859
Total Non-Current Liabilities	1,290	504	563
Total Current Liabilities	9,091	5,271	4,689

Cash Flow Statement

Particulars	FY 2024	FY 2023	FY 2022
Particulars	FY 2024	FY 2023	FY 2022
Cash flow from operating activities	6,558	5,277	4,197
Cash flow from investing activities	-343	1,199	-80
Cash flow from financing activities	-6,167	-7,180	-4,056

Key Performance Indicators (KPIs)

Particulars	FY 2024	FY 2023	FY 2022
Particulars	FY 2024	FY 2023	FY 2022
Operating Profit Margin (%)	21.91	20.16	18.89
Net Profit Margin (%)	16.58	15.17	16.85
Return on Net Worth/Equity (%)	26.61	20.63	20.64
Return on Capital Employed (%)	32.50	24.61	20.59
Current Ratio	1.30	1.83	2.21
Debt to Equity Ratio	0.06	0.00	0.00

SWOT Analysis of Bajaj Auto

The Bajaj Auto SWOT Analysis highlights its strengths, weaknesses, opportunities, and threats, showcasing its market position and growth potential.

Strengths

• Strong Brand Recognition: Bajaj Auto is a well-established brand with a presence in over 70 countries, making it amongst the most recognized Indian automotive brands globally. Its flagship products, such as Pulsar and RE auto-rickshaw, have strong brand loyalty.
• Product Diversification: It offers a wide range of two- and three-wheelers, which appeal to all segments: commuter, sports, and commercial vehicles. It helps the company reach a wider customer base.
• Economies of scale: It benefits from economies of scale in manufacturing, with an annual capacity to manufacture more than 6 million vehicles.

Weaknesses

• High Dependence on Exports: Heavy dependence upon exports exposes Bajaj Auto to geopolitical and currency exchange risks, which can impact profitability.
• Low Penetration in Electric Vehicles: Bajaj Auto, even with the launch of the Chetak electric scooter, has relatively few electric vehicle offerings compared to competitors that are aggressively launching a variety of electric vehicles.
• Fluctuating Demand for Products in the Market: The performance of the company largely depends on the economic cycles of its key markets. Hence, demand for vehicles, especially in price-sensitive categories, varies cyclically.

Opportunities

• Expansion in Electric Vehicles: Increasing demand for ‘greener’ transport opens up great avenues for Bajaj Auto to expand its range of electric vehicles and tap a sizable chunk of the EV market.
• Rural Market Penetration: With increasing disposable incomes and improving roads in rural areas, Bajaj Auto’s quest to enhance market penetration can be supplemented by offering reasonably priced but effective mobility solutions that exactly address the needs and priorities of rural consumers.
• Investment in Technology: Developing advanced technologies can give Bajaj Auto an edge over its competitors and attract new customers.

Threats

• Intense Competition: Two- and three-wheeler segments are very competitive due to the presence of prominent automobile companies such as Hero MotoCorp and TVS. New EV companies are aggressively trying to gain market share.
• Regulatory Challenges: Increasing environmental regulations and safety standards require continuous investment in R&D and compliance, thereby straining resources and affecting profit margins.
• Economic Slowdowns: Economic slowdowns, both within the home country and globally, can have a major impact on the revenues of Bajaj Auto.

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Conclusion

Bajaj Auto Ltd. has established itself as a major player in the automobile sector due to its strategy, product portfolio, and global reach. Bajaj Auto manufactures a wide range of automobiles that cater to different customer segments. Moreover, due to exceptional product quality and reliability, the company has become a household name in India. The company is also expanding operations in the EV segment with the launch of the Chetak electric scooter. The company must continuously innovate and develop superior products to beat competitors and increase its market share. It is advised to consult a financial advisor before investing.

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