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Transcription of this question: 5.BajajIn India, the market leader in motorbike manufacturing is Bajaj, with a 34 % market share. There aremany market segments for motorbikes. For some target markets, price is the most important factor.Other target markets are willing to pay more for extra features, such as better styling* _ Bajaj ismarket orientated and Offers 12 different models to satisfy the needs of various consumer profiles.Bajaj has an extensive distribution network even in remote areas. Twice a year, Bajaj carries outprimary market research through surveys, focus groups and interviews with their customers aboutthe quality, reliability and safety Of the Bajaj motorbikes. This is particularly important in remoteareas where there are few garages to either service or repair them.In the last 10 years the company has also gained a significant share Of Other markets, includingthe Philippines, Colombia and Tajikistan. This was done through strategic alliances. One Of thecompany’s long-term objectives is this continued expansion in international markets.For its international markets as in India, Bajaj is determined to make sure that each model Ofmotorbike satisfies local needs and preferences. One proposal is to use franchising to enterinternational markets.(a)(b)(c)(d)Outline briefly the difference between market orientation and productorientation.Comment on the appropriateness Of ‘ ‘surveys, focus groups and interviews”as methods Of primary market research for Bajaj.Analyse the usefulness Of market segmentation and consumer profiles forBajaj.Evaluate the use Of franchising as a growth strategy for Bajaj.[2 marks][6 marks][5 marks][7 marks]

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