1. Table of Contents
1. Introduction ................................................................................................................................... 3
1.1 LML Motorcycles ......................................................................................................................... 3
1.2 Bajaj Motorcycles ......................................................................................................................... 3
1.3 Primary Users of the Products ...................................................................................................... 4
2. Market Analysis of the two products .......................................................................................... 5
2.1 PEST Analysis On Motorcycle Industry ....................................................................................... 7
2.3 Reason for the success and failure of the product ....................................................................... 10
3. Innovation on the failed product ................................................................................................... 17
3.1 Compare the innovated product to the Successful product ......................................................... 20
4. Analysis of the innovated product ................................................................................................. 21
4.1 Market Consideration.................................................................................................................. 21
4.2 Product Value and Quality .......................................................................................................... 23
4.3 Financial Implication of the new product ................................................................................... 24
5. Conclusion ....................................................................................................................................... 28
6. References ........................................................................................................................................ 29
Page | 1
3. 1. Introduction
Automobile Industry is one of the largest industries in global market. India is the second
largest two-wheeler market in the world, it stands next to japan and china in terms of number
of two wheelers produced and sold. In india there are 9 motorcycle manufacturers. Bajaj auto
is one of leading motorcycles manufacturing company in India. I choose bajaj motorcycles as
success product and Lml motorcycles as failure product.
1.1 LML Motorcycles
Lohia Machinery Limited was founded in 1978. They came to the market with scooter project
with after signing technical agreement with Piagio, Italy. They launched their first product
“LML Select” in 1993 with new look and architectural design and became an instant success.
LML ended their agreement with Piagio in 1999. Soon after that they signed new agreement
with Daelim Motor Company of South Korea to manufacture 4-stroke motorcycles. The
company mainly manufactures their scooters and motorcycles at manufacturer based in
Kanpur, Uttar Pradesh.
Source: www.encyclopedia.com.
Figure 1- LML Motorcycle
1.2 Bajaj Motorcycles
Bajaj Auto Limited was founded on 29 November 1945 as M/s Bachraj Trading
Corporation Private Limited. Bajaj Auto is a part of the Bajaj Group. It‟s main
manufacturing based in Pune, Mumbai with sub factories in Chakan (Pune), Waluj (near
Aurangabad) and Pantnagar in Uttaranchal. Bajaj Auto is the world's third-largest
manufacturer of motorcycles and the second-largest in India
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4. Figure 2- Bajaj Motorcycle
1.3 Primary Users of the Products
According to SIAM(society of Indian Automobile Manufacturers) the domestic market share
in 2011-12 for two wheelers industry is 77.32%, which is highest when compared to the
category wise market share with passenger vehicles, commercial vehicles and three wheelers
which has market share of 15.07, 4.66 and 2.95 respectively as shown in chart.
Figure 3 –India‟s motorcycle market share Source: SIAM
Table 1
2009 2010 2011
Motor Bicycles 139,000 224,998 252,318
Import of Motor Vehicles (2009 to 2011) (Source: Sri Lanka Customs)
In sri lanka import of motorcycles has been increased by 61% and 81% consecutively in the
year 2010 and 2011 compared to the 2009.
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5. 2. Market Analysis of the two products
India‟s market share of the two wheelers and motorcycles given below.(2000 to 2012).
Table 2
Shares of Two-Wheeler Manufacturers in Industry Sales (FY 2000 –FY 2005)
Source: ICRA Analysis January 2005
Table 3
Source: SIAM
Page | 5
6. According to Charts 25.4% market share has belong to Bajaj auto and LML has market share
of less than 4.8 %.
Table 4
Table 5
Profit after tax Source : www.bajajauto.com
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7. 2.1 PEST Analysis On Motorcycle Industry
Political Factor- Tax policies, trade regulation, political influence and some of the rule and
regulation of government policies which is considered in political analysis. By changing the
duty value and method for the electric motorcycles which will enable the manufacturers take
CENVAT credit and release of customs duty on Electric vehicles parts and also weighted
deduction for in house R&D to 200% from 150% and outsourced R&D from 125% to 175%.
This would encourage industry that much because this price hike isn‟t expected to impact
sales in a significant way as a majority of two wheelers buyers were prepared, and to certain
extend braced up and ready to shell out extra money for their favorite set of wheels.
With increasing of the Indian economy and markets with the international economy the
Government acquired a wider perspective on regulation of markets from merely curbing
monopolies to promoting competition. Consequently, the competition act, 2002 was enacted
on 13th January 2003.
Source: www. cci.gov.in
Economic Factor- Economic factor are those which is influenced by economic growth,
interest rate, exchange rate and inflation rate.
According to the central bank of India GDP growth rate of India in past few years has been
over 7%.In the past few years it has been supported considerably towards raising growth for
the country‟s automobile industry. Existing in plentiful supply of raw material like,
aluminum, rubber and steel and also the cost labor is considerably low in India. Therefore it
is help to reduce manufacturing cost. Electricity and other basic needs for manufacturing can
be found for reasonable price in India.
Consequently, CARE research expects more growth in exports of motorcycles. Existing in
plentiful supply of raw material and low labor provide significant advantage when making
cost effective product to global market. Since many auto finance company laid easy
installment rules with less interest rate it makes more segment people to go for it.
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8. Social Factor- Social aspects of two wheelers industry are Popularity, Mobility and Safety.
In most of the country motorcycles are the primary method of motorized transport. India is
the second largest motorcycles markets in the world next to china. Socially many motor cycle
organization raise money for charities through organized ride and events. Many people ride
motorcycle for different reasons. Cultural and social needs are influencing to increase those
reasons . Consumers are opting for powered motorcycles as a cost efficient alternative to
uncomfortable and time wasting public transport system, or as a means of avoiding or
reducing the effect of urban congestion. Motorcycle gives a great advantage to the specified
designation where other buses cannot enter. Since there is a rule in some of the main states
and cities in india and sri lanka to wear helmet while riding two wheelers to make them safe
from accidents makes two wheeler riders to have a safe journey.
Technical Factor- Technical Aspects in Two wheeler industry includes construction, fuel
economy, electric motorcycles, dynamics and accessories.
Motorcycle construction is a combination of engineering, manufacturing, and assembly of
components. The performance of the motorcycles depend on architectural ability of the
designers. Construction of motorcycle includes steel, aluminum frame, telescopic forks and
disk brakes. Motorcycle is the best fuel economy mode of transport, nowadays motorcycles is
give more than 80km mileage per liter with low maintenance cost. Invention of electric
motorcycle gives an added advantage since the two wheeler users can avoid using petrol.
Numerous types of motorcycles have different dynamics and these plays an important
character in their performance. Since sufficient bike accessories are available in many place
two wheeler riders has a privilege to change the broken parts very easily.
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9. 2.2 SWOT analysis of the two products
BAJAJ MOTORCYCLES LML MOTORCYCLES
Strengths Management is highly Low prized products are
experienced available
Expertise in design and Technical support from
Internal development skills foreign companies.
Innovative R&D unit Have well known product
Island wide distribution range of scooters in india
network
Wide range of products for
different segments
Weaknesses Lack excess cash for long Insufficient financial
term. support
Still not a market leader in Inexperienced management
India. Distribution network is
No products in racing poor.
segment. Too much dependence on
Not popular brand in world. few models.
Not a globally recognizable
brand.
Opportunities India‟s consistent growing High growth rate in
GDP will expand the motorcycle market.
motorcycle market. New market opportunities
External Opportunities in sport and in electric motorcycles.
premium segments New market opportunities in
Untapped market above 180cc developing countries.
in motorcycles. Discounts & loans offered
lead to great demand.
Threats Substitutions for a new model Threat of cheap imported
are coming so quickly. motorcycles from china
Low cost motorcycles in Competitors are adapted to
china. new technologies so quickly.
All major bike makers in the Low cash reserves.
world are lining up for india
Table 6
Page | 9
10. 2.3 Reason for the success and failure of the product
Bajaj auto has wide range of models for different customers. They are mainly focus on three
market segments. By understanding the customer requirements at different levels and
producing the models for each level is one of main reason for success in the market.
Entry (Commuter Standard)
Mid(Commuter Deluxe & Light Sports)
Premium (Sports)
Entry level is mainly targeted for rural areas and middle class people. They have successful
models for this level.
Bajaj platina
Bajaj boxer
Bajaj ct 100
Platina - Bajaj Platina is a 4 stroke 100cc engine that has good mileage. Its ride control
switch helps the rider maintain an economical speed to gain maximum mileage.
For other hand LML has only limited models for entry level.
LML CRD 100 super deluxe
LML CRD 100 super plus
The CRD 100 SUPER DELUXE comes with alloy wheels and that also has reasonable price.
It has a Double Cushion Suspension (DCS) system. M/s. Ugolini Designs, Italy has
undertaken the styling for the both the bikes.
„
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11. Table 7
According to this chart, rural two wheel consumers have been increased fairly. And
bajaj has again advantage from that by introducing successful products to the market aiming
rural customers. But Lml unable to get advantage from rural market growth. Because of not
introducing new model for rural market.
Strategy for entry level
Low cost models
High mileage
Easy maintenance
Page | 11
12. Table 8
Souce: bajajauto.com
Mid-level is mainly targeted for upper middle class, government workers and students. Bajaj
has new models for this level.
Bajaj discover 135
Bajaj pulsor 135
Bajaj XCD
For this level Lml has few models. But weakness of marketing have been failed these models.
LML Freedom
LML Freedom DX
Discover - Bajaj Discover 125 has patented DTS-i engine ensures efficient burning of fuel,
thereby delivering an unbeatable combination of mileage and power. This is accentuated by
its 5 speed gear box, which provides a smoother ride with greater fuel efficiency. In addition,
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13. Exhaus Tec technology also helps with excellent pulling power, even at a low speeds in top
gear.
Premium level is mainly targeted for urban customers. For this level manufacturer has to
provide maximum satisfaction .It requires latest technology and fashion.
For that bajaj has introduced,
Bajaj pulsar.
Bajaj Avanger
Bajaj pulsar make an image of that there bike is only for guys. Through his Definitely Male
Campaign they shows behave of a young guys. Advertisement helped lot Bajaj to create
brand positioning. PULSAR is the most selling model motorcycle in the company. It includes
technologies like “DTSi” and has very aggressive look.
LML also produced some good models like,
LML Graptor
LML Beamer
The Graptor is inspired in parts by various other motorcycles. But it has good engine.
Between the Pulsar and the Graptor, the battle is very close. The Pulsar wins the handling and
ride quality parameters, while the Graptor takes the engine points. The Pulsar wins
ergonomics, the LML takes comfort. You see, they are very close overall, but are quite
different in character. The Pulsar is unabashedly sporty, while the Graptor is a calmer, laid-
back sort. Both are equally effective.
But main reason failure for LML Graptor was high cost inefficient advertising campaign and
poor distribution network . The company has been in finansial crisis in last few years.
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14. PREMIUM
MID Q
ENTRY
P Q
Figure 3
Pyramid segmentation for Motorcycles consumers
R=P*Q
Revenues = Profit for one product * quantity
Strategy using in the entry level is sales more quantity of motor cycles with less profit from
each product. In this category product is provide basic need of a customer.
MID level is for customer who looking for new technology as well as cost effective product.
The revenue is gain by average profit margin from the each product with average sales
quantity.
Premium level is for customers who looking for latest technology as well as maximum
satisfaction. In this level quantity of sales is low but high margin of profit in the each product
is high.
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15. Distribution Network
Bajaj auto ltd is planning to increase its dealership network and upgrading its service centers
by next year. Bajaj is appointing 130 new dealers, mainly in small towns, taking the total
numbers to more than 600 dealerships across India. Currently bajaj distribution network is
main spread in urban areas due to “pulsar” market consideration. Company launched network
expansion programme to increase dealers in rural areas for growing market.
(Information and Credit Rating Agency India) Source: www.icra.in
LML’s marketing & sales office is located at Delhi which plans, executes and controls all
marketing and sales activity. Company has around 354 primary dealers. But due to lack of
inexperience and low production has been reason for sales gone down. Reasons of failure in
LML distribution channel are
High targets, inadequate supply
Company unable to meet dealer requirements as per customer demands
Dissatisfied distributors – major reason that backfired the distribution channel revamp
Research & Development
By continuously doing research & developing companies can fulfill the customer needs to
certain level. By doing market research, can gather new customer needs and identify the
unidentified market needs.
Bajaj has highly innovative research and development team that included expertise in the
county. They are fully equipped with latest lab facilities. R&D responsible for new products
in the company and it will decide the company future in way. By doing constantly research
Page | 15
16. on market and identifying the new market treats, new emerging market and the unmade needs
in market is one of the reasons for success.
The company has investing in huge amount For developing the new technologies to increase
the fuel efficiently.
Latest product of the R&D for year 2013 is Pulsar 200 NS. This completely new engine and
vehicle platform was designed to carry forward the legacy of Pulsar, Bajaj Auto‟s most
successful brand in the past decade. It has been designed to further enhance and sharpen the
sports image of the brand. The Pulsar 200 NS is powered by a high performance 4-valve
liquid cooled engine .Bajaj auto has fine R&D structure to develop new technologies like
“DTSi”.
Source : www.bajajauto.com
LML – Investing & developing on a continual basis is an important business practice at
LML. Company has equipped with CAD-CAM machines, has facilities for rapid prototyping,
Vacuum casting, endurance and performance testing.
Source: (www.lmlindia.com)
General Reasons Behind Failure of LML
Financial Crisis due over spending & owing to excesses
Mediocre product quality ( Energy)
Shift in brand positioning -not smooth
Poor distribution network
General Reason Behind Success of Bajaj
Strong distribution network.
Attractive marketing campaign
Good research & development unit
Wide range of products for different customer needs
Better after sale service
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17. 3. Innovation on the failed product
Innovations in the designs of motorcycles have grown by leaps and bounds. Innovation is
important factor to gain the market share as well as a hold the market share. In motorcycle
industry there are more innovations are coming up. In LML motorcycles, there are some
weaknesses. Like,
High fuel consumption engines
Finishing is not enough
No eco-friendly product
Small R&D unit
For the high fuel consumption there are more solutions can be implement. By using light
weight material like aluminum and more recently carbon-fiber construction can be employed
in motorcycles to make the most of power outputs and fuel loads. . New developments in
metallic alloys and carbon composites make the motorcycle lighter, more durable and safer
for the rider in an accident scenario.
Currently there are various kinds of fuel efficiency engines in market. Electronic fuel
injection system method is one better technology use to make fuel efficient engines. Also
automatic transmission developed for a motorcycle that increases fuel efficiency. There are
wide varieties of low-friction technologies to increase fuel efficiency.
One of the latest engines has ability to set up to operate with a second-generation dual clutch
transmission (DCT). DCT is an automatic transmission developed for motorcycles that
increases fuel efficiency. The new engine can also be used with a 6-speed manual
transmission.
Figure 4 A engine that support DCT
Page | 17
18. By using better aerodynamic technique & design can reduce the drag force by significant
amount. By improving the drag co-efficient and keeping airflow smooth over a motorcycle. A
teardrop is the ideal shape because it has a smooth, rounded front with a gradually reducing
tail. Small tapered tail unit and under slung exhaust muffler can be used to improve the drag
co-efficient. Also it‟s gives unique look for motorcycle as well as it will help to get customer
attraction. Here is the technique use in motorcycles.
Figure 4
Figure 5
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19. Currently in world the fuel consumption increasing significantly. But there are limited
new fuel deposits remaining. Because of that Crude Oil price will going higher and
higher. Therefore it is better to find good alternatives to fuels.
Electrical engine is one option for that. It‟s very suitable because of it has minimum
air pollution. It has great market opportunity due to its ecofriendly feature.
Over the years, one of the problems that motorcycles have face is less comfort ability
in driving. Especially mid aged people have back pain problem when driving motor
cycles. By adding adjustable front & rear suspensions can offer great comfort.
Figure 6
Adjustable Font & Rear Suspensions.
Nickel alloy wheel, crome side mirror, crystal lights, led lights, digital speedometer
can added to motorcycle to get attraction for customer attraction.
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20. 3.1 Compare the innovated product to the Successful product
Table 9
Successful product Innovated product
Fuel efficient With a four-stroke DTS-i engine With using electronic fuel
engine and Exhaust TEC technology they injection method, low friction
are made fuel efficient bikes. methods in engine can reduce the
vibration and it helps to more
fuel efficient. Automatic
transmission also provide for
more fuel efficiency.
Light weight Bajaj use fiber to reduce the Aluminum and carbon-fiber can
weight & to get smooth finishing. use to make light bikes, it helps
for increase fuel efficiency .
Easy to handle.
Aero dynamics Pulsor has good outer design to A large front fender and rounded
minimize the drag force in high front with a gradually reducing
speeds. tail and Small tapered tail unit
and under slung exhaust muffler
can minimized the drag force.
Transmission Manual transmission. Automatic transmission with
second generation dual clutch.
It‟s more fuel efficient.
Alloy wheels Nickel alloy wheels Crome alloy wheels
Less durable than crome Light weight
Light weight More Durable
Light & other halogen headlamp has & Twin halogen headlamp
accessories ordinary bulb 3M Uniform Lighting Lens
More power consumption technology with LED can use
to power saving
Suspensions Bajaj use adjustable suspensions Use adjustable suspension for
for front only. both front and rear to get more
comfort.
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21. 4. Analysis of the innovated product
4.1 Market Consideration
Understanding the customer need is a best way to be success in the market. To understand the
market unmade needs, market research should be done. Here is the market research done
about motorcycles to identify what are things that expect from new model.
Table 10
60%
50%
40%
Very Important
30% Important
Less Important
20%
Not Important
10%
0%
Price Mileage Driving comfort Maintanance Warranty/Free
cost Service
According to the chart, customers are mostly expect from the new product are driving
comfort and mileage factor. Also they expect reasonable price. Therefore the new product
should be high fuel efficient and more comfortable.
Currently market leader in motorcycle segment in India is Hero Honda and they have around
56% of the market share (refer chart 2.3). But they are mainly focus on price. Most other
companies are also missing the comfortable factor due more focus on price and fuel
efficiency. According to the research there is an unmade need gap in the market for fuel
efficient and comfortable motorcycle.
This new product mainly targeted for middle aged consumers. Because most of middle aged
consumers are looking for fuel efficiency and comfortable drive. Therefore the marketing and
advertising strategies have to base on middle age segment.
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22. In this new model there are technologies like LED Light systems and aero dynamic
techniques to get attractive finish as well as comfortable driving. Therefore the second
targeting market segment should be younger generation.
4.1.1 Advertisement Strategies
Newspapers and magazines
Magazine and newspaper advertising is great method to reach audience. It‟s provided many
more targeting options, and covered all kind of audience and of all genders.
Outdoor advertising billboards
Billboards are a great innovative method to advertise. Because those announcement for
everyone on the road. Also can put few broad targeting billboards based around the traffic
and take more attention of public.
FM Radio and television
This is a very popular platform for advertising. It covers nearly all kind of audience and of all
genders. It's wonderful mediums because can catch viewers when they are most focused.
Online Marketing
For optimal effectiveness and targeting, Internet advertising provides the most flexibility for
company reach and budget. Also specialty of the internet advertisement is it can assume that
how many visitors viewed Step-Up. And can get their comment directly.
Posters
Posters will be released only few days before the product launching to each city.
Page | 22
23. 4.2 Product Value and Quality
Product value is an assessment of the worth of a good product. “The product value assessed
by a business when setting a price for a particular product can depend on its production costs,
its overall market value and the value of the product as perceived by a targeted group of
consumers.
Value analysis
Value engineering was used to improve as well as developed for the value and reduce the
total cost of a product. As it is very much a product re-engineering tool, the value engineering
is used for design process itself here, not the product. To measure the value of a product in
terms of quality, performance and reliability at an acceptable price and to remove none value
added aspects where value is defined as worth or cost are the main aim of value engineering
likewise what Miles LD had explained once that “component cost reduction was an effective
and popular way to improve „value‟ when direct labor and material cost determined the
success of a product”.
In the market, there are more kind of motorcycles. However, they are still needs to developed
in many ways. To improve value, finishing should be perfect and outer look must be
attractive.
Quality
Product quality is defined as “its ability to fulfill the customer‟s needs and expectations”.
Therefore the new motorcycle should be physically perfect and also rider must be proud of
his motorcycle. By improving brand position using adverting methods and marketing
strategies will help to customer‟s imagination. Comfort ability and overall cost effectiveness
is improve quality of motorcycle.
Page | 23
24. 4.3 Financial Implication of the new product
NPV calculation for motorcycle
Assumed Discount Rate = 5%
Formula for Discount Factor = 1/(1+r)n
In here, r = Discount Rate
n = no of years
Assume the project is completed in year 0
Initial Cost for motorcycle =200,000 .00
Expecting annual cost = 100,000.00
Expecting benefit in each year = 400,000.00
NPV analysis for coming 4 years.
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25. 4.3.1 Discount Factor
DF = 1/ (1+r) n
For year 0,
DF = 1/ (1+0.05)0
=1
For year 1,
DF = 1/(1+0.05)1
= 0.95
For year 2,
DF = 1/ (1+0.05)2
= 0.90
For year 3,
DF = 1/(1+0.05)3
= 0.86
For year 4,
DF = 1/(1+0.05)
= 0.82
Table 11
YEAR DISCOUNT FACTOR
00 1.00
01 0.95
02 0.90
03 0.86
04 0.82
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27. 4.3.3 Return On Investment (ROI)
ROI = Total Discounted Benefits - Total Discounted Costs x 100%
Discounted Costs
ROI = NPV x 100%
Discounted Costs
ROI calculation for motorcycle,
ROI = NPV x 100%
Discounted Costs
ROI = (1059000.00/ 253,000.00) x 100%
ROI= 300%
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28. 5. Conclusion
Motorcycle industry in India has now emerged as one of the most innovative industries. In
this report i compare India‟s 2nd largest motorcycles manufacturer (Bajaj auto) and a
company that tries to gain a market share (LML).
One of main reasons for success was bajaj has strong R&D unit and attractive marketing
strategy. Now most companies are increasing their investing in R&D. By offering a number
of fiscal incentives government has encouraged this process. But most companies are focus
on developing fuel efficient technologies. Most People who are aged above 40 has some
problem riding because of they are affected with back pain. Comfort ability is one factor that
can be develop to gain the market. Most low/middle cost motorcycles has shock absorbers
that has less life time.
Because of the market competition manufacturers have to reduce the motorcycle prices. Its
directly effect to net profit. Therefore companies are targeting selling more motorcycles with
fewer profit margins. Therefore it is very difficult to come to the market, small company like
LML without any special product. LML can be move to eco-friendly motorcycles like
electric motorcycles. There is a growing market for eco-friendly motorcycles.
All big manufacturers are focusing on domestic market. But there are more marketing
opportunities in export market. They can be identifying by doing researches in other
countries. There is a market opportunity for motorcycle manufacturers in after sales market in
spite of the motorcycles market. The manufacturer can provide the Services to maintenance
and repair with original spare parts. It will increase spare part sale and gain extra profit.
Still Indian manufactures have to go long way for the sport motorcycle segment. Globally it
has big market. For that they have develop new technologies by work with expertise around
the world.
My final conclusion is that both companies have more unidentified customer needs that can
be filled by their products. By using Engineering and marketing strategies they can filled
these gaps.
Page | 28
29. 6. References
Unknown(n. d.) Bajajauto official web site[online] available from
< http://www.bajajauto.com/bajaj_investor_annual_report.asp> [05 January 2013]
Unknown(n. d.) Lmlindia official web site [online] available from
<http://www.lmlindia.com/> [02 January 2013]
Unknown(n. d.)indian government web site [online] available from
< http://cci.gov.in/images/media/ResearchReports/AnujInt200711.pdf> [27 December 2012]
Unknown(n. d.) Society of Indian Automobile Manufacturers (SIAM) [online] available from
< http://www.siamindia.com/scripts/market-share.aspx> [27 December 2012]
Unknown (n. d.) wikipeadia web site[online] available from
<http://en.wikipedia.org> [24 December 2012]
Unknown(n. d.) Investment Information and Credit Rating Agency of India Limited web site
[online] available from
< http://www.icra.in/> [02 January 2013]
Page | 29
