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Summary This assignment report reflects the marketing strategy of the Bajaj Auto which is Indias the biggest two and three wheeler industry Successful market depends largely upon companys 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 Introduction 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 managements 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 companys 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 Todays 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 Until 1958 API and Enfield were the sole producers The two-wheeler market was opened to foreign competition in the mid-80s Bajaj Auto
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