Bajaj Electricals Limited: High Voltage Transformation?

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Case Details:

Case Code : BSTR311
Case Length : 19 Pages
Period : 2000-2008
Pub Date : 2009
Teaching Note : Available
Organization : Bajaj Electricals Ltd.
Industry : Electricals and Electronics
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

It had developed a high debt structure due to its ambitious investment plans of diversification into the high masts and high poles market.

Its die casting business was running losses and its existing product lines were facing reduced margins and the associated problems of a mature market across its product groups.

Consequently, its profits had declined gradually in 1998, 1999, and 2000 and it had posted an operating loss of Rs.28.1 million and a net loss of Rs.27.1 million in 2001 (Refer to Exhibit I and Exhibit II for financial highlights for the periods 2001-2007 and1990-2001).

BEL decided to appoint an external consultant to review the operations of the company and suggest improvements across all areas including sourcing, distribution, cost management, customer satisfaction, and organizational structure and strategies in 2000. Based on the recommendations of the consultant, BEL underwent an overhauling exercise which it called 'Mission Excell' in 2001.

The program included a slew of measures including exiting loss making lines of business, taking a relook at existing product lines and focusing on the profitable ones, and a number of other strategic and operational measures to reduce costs, increase margins, and stimulate volume growth. The measures comprised exiting its loss making die-casting business, financial and organizational restructuring exercises, a complete revamp and expansion of its supply and distribution chains to better conform to industry standards and tackle competition, cost reduction measures such as working capital and inventory reductions, better pricing and marketing strategies including brand positioning, advertising, and promotions...

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