Bajaj Auto demonstrated its key strengths in the areas of product growth and development. Therefore, the organization sought to gain entrance into a competitive motorcycle market by using innovation and leadership to accomplish these objectives. Its collaborative efforts with Kawasaki emphasized its ability to work in conjunction with an experienced provider of motorcycles to achieve successful product development and results. The introduction of new models to the motorcycle market was a key indicator of the potential for success in expanding visibility and market share (Vallabhaneni and Krishnan 6).
We often associate marketing with for-profit organizations because the general understanding of marketing is that it is intended to increase profits by promoting the organization and its products/services among the targeted customer groups. Similarly, many business people also believe the purpose of marketing is only to help the organization increase sales (Brenner, 2012). This conventional understanding of marketing may be the reason why many will dismiss the idea of non-profit organizations engaging in marketing. This is because while for-profit organizations exist for the purpose of earning financial benefits for their owners/shareholders, non-profit organizations primarily exist to advance the greater good of the community, society, or the world (Fritz). The opposition to marketing by non-profit organizations is also influenced by a limited understanding of the marketing purpose and, in fact, the importance of marketing for non-profit organizations could not have been greater today due to changing trends and realities on the ground.