Bajaj Auto (B): challenges in LATAM and Southeast Asian (SEA) markets
Publication date: 10 March 2022
Abstract
Learning outcomes
After working through the case and assignment questions, students will be able to critically analyze a firm's international partnership strategies for its export market; assess international markets and a firm's entry strategies in them; identify various problems that a firm can face in international markets; and recommend strategies for growth in international markets.
Case overview/synopsis
Bajaj Auto's (BA) strategy to be a global motorcycle manufacturer had enabled it to hold its ground in the difficult times posed by the COVID-19 pandemic. For the first time, two-wheeler exports from India between January and May 2021 were equivalent to domestic sales showing increased exports and decreased domestic sales. This reinforced BA's belief in its global expansion strategies. Rakesh Sharma (Sharma), the Executive Director at BA, was increasingly buoyant of BA's ambitious plans to enter new markets in Latin America (LATAM) and South-East Asian (SEA) Market.Sharma knew very well that though the LATAM and SEA markets were up-and-coming and lucrative, there were innumerable challenging factors pertaining to Indian and foreign competitors, domestic and international economic and business environment, supply chain and logistical issues, as well as uncertainty brought by the COVID-19 pandemic that BA had to face before tasting success in these markets. Was BA moving in the right direction with its global business expansion strategies? Would Sharma be able to handle the challenges and successfully take BA toward its goal?
Complexity academic level
The case can be taught in advanced undergraduate, MBA or executive-level programs.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 5: International Business.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Gupta, N. (2022), "Bajaj Auto (B): challenges in LATAM and Southeast Asian (SEA) markets", , Vol. 12 No. 1. https://doi.org/10.1108/EEMCS-11-2021-0378
Publisher
:Emerald Publishing Limited
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