This assignment report reflects the marketing strategy of the Bajaj Auto, which is India's the biggest two and three wheeler industry. Successful market depends largely upon company's ability to manage its marketing programmers within its environment. The understanding of these environments is essential for the marketers to make future marketing plans. To cover market Bajaj Auto marketing division makes different marketing policies and for that market research is done. According to need, want and demand of the customers marketing policies of the company is implemented .It also reflects how Bajaj Auto handles main competitors.
Marketing is the front-line business function that identifies customer needs wants, determines which target markets the organization can serve best, and design appropriate products, services and programs to serve these markets. Marketing environment of the any company consists of "the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers" (Kotler, Armstrong, Brown, & Adam, 1998, p100).
Successful marketing depends largely on an ability to manage its marketing programs within its environment. So it is important for the two wheeler manufacturing company to understand the micro and macro environment for that company gathers information regarding a company's external environment, analyzing it and forecasting the impact of whatever trends the analysis suggest. So it can eat ripe fruits of their efforts. Better understandings of this environment for the company always take one step ahead from their competitor. Today's constantly changing world demands to identify the fundamental issues and environment of the marketing and make marketing plan according to them (Miller and Layton, 2000, p41).
Brief history of Bajaj Auto Ltd:
The Indian two-wheeler industry made a small beginning in the early 50s when Automobile Products of India (API) started manufacturing scooters in the country.