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    Strategic Management of Marketing Final Project

    The Exordium

    In The Name of Allah The Compassionate The Merciful

    Praise to Allah,

    Lord of the creation,

    The Compassionate,

    The Merciful,

    The King of the judgment day! You alone.

    We pray, and to you alone.

    We pray for help, guide us to straight path, the pathof those whom you have favored, not neither of thosewho have incurred your wrath, nor of those who gone

    astray.

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    Al-Quran.

    Acknowledgement

    One of the most pleasant parts of writing a report or any presentation is the

    opportunity to thank those who have contributed to your efforts. Unfortunately, the list of

    expressions of thanks no matter how extensive is always incomplete and inadequate.

    This acknowledgment is no exceptions.

    First of all we are thankful to Almighty Allah who gave us the courage to

    complete this task and to our resource person Mr. Hassan Raza who stood behind us

    whenever we need his guidance and support. His unflagging patience and outstanding

    capacity work made this report possible.

    We also admire the efforts of our other teachers and advisors and all other people

    who help us in this report. And yes there are many others whom we are not able to

    mention the names but we really appreciate the cooperation and help provided by them.

    We will remember you all.

    Thanks.

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    An Introduction to Auto industry in Pakistan

    No other industry enjoys more protection in Pakistan than the autoindustry, particularly the two-wheelers. For almost two decades theimport of two-wheelers is subjected to a high, 105 per cent duty todiscourage imports. In the early 1970s imports of motorcycles inCompletely Built-Up (CBU), Completely Knock-Down (CKD) and SemiKnock-Down units were subjected to 10 per cent duty. Eight years later

    many of the local distributors of Japanese motorcycles established theirplants to assemble the two-wheelers locally in collaboration with theirforeign principals and the duty was increased to an unaffordable rateof 105 per cent to protect the nascent industry.

    Today the bulk of the national market is dominated by three majormanufacturers Honda, which enjoys the biggest share of the market,followed by Yamaha and Suzuki. Others producers like Vespa and newentrants such as Hero and Sohrab enjoy much smaller share. The threemajor Japanese manufacturers have not only been able to take asizable share of the market but also to achieve a reasonable deletiontarget of up to 70 per cent. However, the extensive protection for overtwo decades has created a virtual absence of healthy competitionresulting in drastic increase in prices in particular and quality ingeneral.

    Today, prices of the two-wheelers have reached a level where themajority of middle income group, the main market of the two-wheelers,can hardly afford to buy a new motorcycle whose prices start from overRs 60,000. The prices of locally assembled Chinese brands arecomparatively less but still run in excess of Rs 44,000.

    For the first time the government announced to reduce the duty onthe import of motorcycles; in CKD, SKD or CBU form, to 10 per centwhen finance minister Ishaq Dar presented the Budget 1999-2000 inthe Parliament on June 12. However, a notification issued by theministry of finance dated June 14 but received on June 23 said that theimports of motorcycles will be subjected to a regulatory duty of 95 percent. The registered local assemblers, which include all manufacturers,will be exempted from regulatory duty on the import of CKDs which willbe subjected to import duty of 10 per cent, sales tax of 15 per cent,

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    income tax of 5 per cent. No other import, including the automobiles, issubjected to a higher regulatory duty than the two-wheelers.

    Pakistan, with a population of 140 million, is the seventh mostpopulated country in the world but despite tremendous market for two-wheeler its share in the global production of over 19 million remains

    negligible. It produced a record 112,000 motorcycles in 1992-93 whichfell down to 90,000 in 1997-98. During the first nine months of 1998-99, (July 98 to March 99), a total of 55,000 two wheelers wereproduced as compared to over 68,000 in the comparative period theprevious year.

    The declining sales had also worried the major producers who feel that the high

    import tariff is hurting the industry.

    Local manufacturers produce a handful of models with engine capacity of which is 70

    cc, 100 cc, 125 cc and 150 cc. For the benefit of the people the government can reducethe import tariff on the motorcycles which are not produced locally bikes up to 50 cc

    and over 200 cc. The reduced tariff will help encourage import of two-wheelers notproduced locally to keep providing protection to the manufacturers on one hand and amuch better price and product choice to the people on the other.

    s definition:

    Our main line of business is commuters. We have started with motorcycle

    SPEEDO. We intend to market our product in the major cities of Pakistan in the first

    phase. We will export our product, of course subject to its success in Pakistan and cross-cultural opportunities.

    s

    SWOT analysis is as follows:Strengths:

    We have cost effect production processes.

    We have research lab that persistently put due efforts as to how we can improve

    our products quality (quality is defined as conformance to customersrequirements) in order to make it strongly competitive product in the market.

    We have strong conformity and control in our processes.

    Our production processes are based on prevention not inspection so as to

    minimize the failure cost (failure may be internal or external).

    Weakness:

    Top management cost is high

    As this is the commencing stage so, we will have to have a hefty advertising

    budget.

    Training cost

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    Threats:

    In market we will have to face a stiff competition, as it is evident by the fact that there

    are already very established brands e.g. Honda 70, Yamaha etc having great repute

    accumulated over the years. And after WTO the imported motorcycles will be lessexpensive in the absence of import duties, so countries like China, which have cheap

    labor cost, are more likely to be posing threats for Pakistani Products, which of courseincludes our brand as well.

    Opportunities:

    The face of the motorcycle industry has changed considerably over the last two years.

    This is mainly because of the fact that motorcycles have now come in reach of the middle

    class in terms of the price. We believe that our cost effective production process will

    enable us to provide a motorcycle in the market at lower price as compared to the existingcompanies. This is a sustainable opportunity that can be exploited.

    Strategic Situation Summery For New CompanyChanging face of the market

    The availability of increased numbers of locally produced and imported two-wheelers

    have not provided buyers with choice but have also pushed sales for the benefit of allthose associated with the trade. Just a year ago retail outlets at the Akbar Road (Karachi)

    used to sell just 600 units a month. Today some 2,500 units are sold a month and the

    figure is expected to cross 3,000 units in August. The market has not witnessed such salesactivity for around a decade when Karachi used to be the biggest two-wheeler market in

    the country.

    Despite the expectations that total sales at the Akbar Road would cross 3,000 units

    every month, Karachi is still lagging far behind Lahore, which houses half the Karachi'spopulation, with much higher sales of 4,000 units. In fact, despite an otherwise welcome

    in sales, the expected increase in its volume would match sales figures twenty years ago

    despite substantial population growth.

    The competition has also transformed the Akbar Road in another way there ismore new two-wheeler today although there has no change in the number of dealers. Two

    years ago, there were a total of around 125 dealers at the market around 100 of whom

    were engaged in buying and selling of used motorcycles due mainly to high volume oftrade in used two-wheelers. Today, the ratio has been reversed due to availability of

    locally produced and imported products and buyers' willingness to buy new bikes which

    are comparatively affordable. At present, 70 of the 125 outlets are engaged in new bike

    business and around 50 are engaged in buying and selling of used ones.

    The entrance of Chinese two-wheelers in the market has instilled a healthy

    competition for the benefit of the buyers. An equitable valuation system can help bring

    down the prices even lower to provide people with the most affordable choice. In light of

    the above mentioned facts, we believe that we shall also exploit the opportunity availablein the market.

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    Vision

    Market leader in the motor cycle industry emerging as globally competitive center ofproduction and exports.

    Mission

    A dynamic profitable and growth oriented company through market leadership,maximizing exports and excellence in quality and service to ensure attractive returns to

    equity holders; reward employees according to their ability and performance; to foster a

    network of researchers and engineers ensuing unique contribution to the development of

    the industry; customer satisfaction and production of the environment by producingemission friendly green products and to remain a good corporate citizen fulfilling its

    social responsibility in all respect

    Our Customer:

    Our potential customers are people who want a better value product. Potential consumerhas age between 18 and 50. These are people who want better value for their money.

    They generally belong to either lower class or middle class.

    Target Market Description

    Demographics

    o Age of the target market is between 18 and 50

    o

    Target market consists of only one gender i.e., maleso Target market is located in Pakistan.

    o Target market belongs to lower and middle class (income wise).

    Psychographics

    Target market consists of people who want to buy a motor bike at a low price

    and they want to endure a cheap maintenance cost. This is because of the fact that

    they are people who cannot fulfill all their requirements subject to their limitresources.

    Personality Type

    Target market has generally three personality types:

    1) Strivers

    2) Experiencers

    3) Believers

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    Strivers

    Strivers are trendy and fun loving. Because they are motivated by achievement,

    strivers are concerned about the opinions and approval of others. Money defines

    success of strivers, who dont have enough of it to meet their desires. They favorstylish products that emulate the purchases of people with greater material wealth.

    Many see themselves as having a job rather that a career, and a lack of skills andfocus often prevents them from moving ahead.

    Experiencers

    Experiencer is motivated by self-expression. As young enthusiastic and,

    impulsive consumers. Experiencers quickly become enthusiastic about new

    possibilities but are equally quick to cool. They seek variety and excitement,

    savoring the new, the offbeat and the risky. Their energy finds an outlet inexercise, sports, outdoor recreation and social activities.

    Experiencers are avid consumers and spend a comparatively high proportion of

    their income on fashion, entertainment and socializing. Their purchases reflect the

    emphasis they place on looking good and having cool stuff.

    Believers

    Like thinkers, believers are motivated by ideals. They are conservative,

    conventional people with concrete beliefs based on traditional, established codes:

    family, religion, community, and the nation. Many believers express moral codesthat are deeply rooted and literally interpreted. They follow established routines,

    organized in large part around home, family, community, and social or religious

    organizations to which they belong.

    As consumers, believers are predictable; they choose familiar products and

    established brands. They favor national products and are generally loyalcustomers.

    Competitor

    Number of competitors

    Today the bulk of the national market is dominated by three majormanufacturers Honda, which enjoys the biggest share of the market,followed by Yamaha and Suzuki. Others producers like Vespa and newentrants such as Hero, PakHero, Road Prince, Qhinqhi and Sohrabenjoy much smaller share. Deeewan Farooq has also come up in themarket with a 70 cc motorbike with a brand name ofStar.

    Reality market share of each competitor

    Production of automobiles

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    Market share of motor cycles

    Current competitive position

    Under the current scenario, we are challengers to all the other existing motorcycle

    manufacturers in Pakistan. We have carefully studied their strategies and will outclassthem giving the potential consumer exactly what they want. We will provide a good

    quality product and that too at a low price than our competitors.

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    Distribution channel

    We would go beyond the conventional horizon of distribution channels that is aproduct is supplied to the distributor, then to the whole seller and finally to the retailer.

    We would directly supply our motorcycle to the retailer so as to ensure that our potentialconsumer gets the product in time and to minimize the costs for betterment of all.

    Distribution strategy will be selective.

    h of market

    Pakistan, with a population of 140 million, is the seventh mostpopulated country in the world but despite tremendous market for two-wheeler its share in the global production of over 19 million remainsnegligible. It produced a record 112,000 motorcycles in 1992-93, whichfell down to 90,000 in 1997-98. During the first nine months of 1998-99, (July 98 to March 99), a total of 55,000 two wheelers were

    produced. As the Chinese bikes and new low priced bikes have comeinto the market, the sales of bikes have raised all the major cities ofPakistan. For the last two years the industry all together has registereda growth at growing rate and this upward trend is highly unlikely tochange in the coming years.

    ObjectivesMarketing (profit, market share)

    Financial e.g. ROI ()to investment what will that be

    Societal objectives

    The carbonator of the motorcycle and the silencer is designed in such a way that it

    emits very low level of carbon monoxide in the atmosphere. 10% of our net income willbe spent on homeless children anywhere in our country.

    MPPS (Marketing Program Positioning Strategy)

    Product strategy

    Our motorcycle has the following attributes

    100cc

    100 km per liter petrol consumption

    4 stroke engine

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    Self start ignition system

    Front wheel disc brake

    Halogen front light

    Warranty of 5 thousand kilometers or 6 months (whichever comes

    first)

    Anti theft system

    Price

    We are going to use super value pricing strategy that is high quality at a low price

    when compared to other products in the market. The price of the motorcycle will

    be around Rs. 38,000/= .pricing with respect to promotion will be low active

    Promotion

    Potential consumers form our target market seeks information from both on-

    and off-line sources. Their online sources are radio and television. Amongst thetwo, frequency and reach of radio is more regarding our target market. Off-linesources are word of mouth, magazines, billboards, in-house advertisements and

    shopkeeper. We are not going to advertise a product in the first phase. We will

    advertise the product on radio, magazines, billboards and newspapers in the first

    phase. As the conventional distribution channel (distributor, whole seller andretailer) is not being used, it provides a healthy margin to the retailer so as to

    encourage him to sale our product more. The promotional strategy will be a

    combination of both Push and Pull.

    Positioning strategy

    Our positioning statement is gives you a better value. Another positioning

    statement can be gives you something extra. Both these statements refer to the

    special features of the motorcycle and that too at a low price comparatively. This

    will be highlighted in our advertisement/promotional campaign.

    Marketing Research

    The contents of marketing research are as follows:

    Research Objectives

    To find out the consumers preferences regarding different features of motorbikes.

    To find out the personality types of the respondents/ potential consumers.

    To find out the demographics of the potential consumers.

    To find out the psychographics of the potential consumers.

    Research Methodology

    We took a sample of 80 eighty males. We selected five key areas, they are: Iqbal

    Town, Gulshan Ravi, Samanabad, Icchra, and Sanda. We selected the areas on the basis

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    of judgment and experience. We managed to take 80 face-to-face interviews and filled the

    questionnaire within 12 days. Each interview took 10 to 15 minutes.

    Questionnaire

    Dear respondents,

    We are students of Institute of Management & Technology. We are conducting aresearch regarding consumer preferences; your cooperation in this regard will be highly

    appreciated.

    Q1 .You like a lot of variety in your life. (Achievers)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q2 .You are really interested in a few things. (Believers)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q3. You like trying new things. (Experiencer)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q4 .You want to be considered fashionable. (Striver)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q5 .You want to learn about things even if they never were of any use to you.(Thinkers)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q6 .You like life pretty much the same weak to weak. (Believers)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q7 .You follow the latest trends and fashions (innovators)

    Strongly Disagreed Disagree Neither Agreed nor Disagreed Agreed Strongly Agree

    1 2 3 4 5

    Q8. On the scale of 1 to 5 where do you rate the following features of a Motor Bike?

    1, 2, 3, 4, 5

    a) Durability _ _ _ _ _

    b) Petrol Consumption/ Mileage Per Liter _ _ _ _ _

    c) Out look/ Appearance _ _ _ _ _

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    d) Acceleration _ _ _ _ _

    e) Load Capacity _ _ _ _ _

    f) Low Maintenance Cost _ _ _ _ _

    g) Halogen Front Lights _ _ _ _ _

    h) Easy Availability of Spare parts _ _ _ _ _

    Q9. Which of the following features would you prefers most. (Please select one).

    a) Durability

    b) Acceleration

    c) Mileage Per Liter

    d) Low Maintenance Cost

    e) Easy Availability of Spare Parts

    f) Low Price of Motor Cycle

    g) Others

    Q10. Which of the following bikes would you prefers most. (Please select one).

    Main Features

    a) Bike 1. __ 70 Kilometers Per Liter, High Resale Value, Brand Image

    b) Bike 2. __ 70 Kilometer Per Liter, Relatively Low Price

    c) Bike 3. __ 100 Kilometer Per Liter, Durability, Low Price

    d) Bike 4. __ High pay load, Durability, Resale Valuee) Bike 5. __ Good acceleration, Pay load

    Q11. Would you be satisfied if motorcycles are delivered to you one month after you

    make full payment? (Please select one).

    Highly Satisfied Satisfied neither Satisfied nor Dissatisfied

    Dissatisfied Highly Dissatisfied

    Q12. On a scale of 1 to 5 where do you rate the motorcycle with following attributes?

    Mileage 100 Kilometers per Liter

    a) Durabilityb) Warranty of 5,000 Kilometer or

    6 months (which ever comes first)

    c) Halogen Lights

    d) Low cost maintenance

    e) 100 cc

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    f) Good acceleration rate

    g) Good after sale service

    h) Self start

    i) Anti-theft system

    Least preferred Most preferred

    1 2 3 4 5

    Q13. If a company charges rupees 40,000 for a brand new bike with the attributesmention in Q.12 (Please select one).

    Least preferred Most preferred

    1 2 3 4 5

    Respondents Profile:

    Name Occupation

    ___________ ___________

    Household income/ Income (per month)

    5,000 to 10,000

    10,001 to 15,000

    15,001 to 20,000

    More than 20,000 Thank You.

    Sample Size

    Sample size in this case is 80 respondents.

    Analysis

    The respondents filled questionnaires and that data was analyzed by using

    software named SPSS. It required encoding, data entry, analysis and in depthanalysis of the data.

    Results

    The results of the analysis showed positive response of consumers and

    potential consumers for our product. People have mainly emphasized on the petrol

    consumption and durability the most. Results are further elaborated in analysisand in in-depth analysis.

    Analysis and In-Depth Analysis

    Analysis and in In-Depth Analysis of our marketing research are as following:

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    Achivers

    stronlgly agree

    agree

    niether agree nor di

    disagree

    strongly disagree

    Count

    30

    20

    10

    0

    Believers

    stronlgly agree

    agree

    niether agree nor di

    disagree

    strongly disagree

    Count

    30

    20

    10

    0

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    Experiencer

    stronlgly agree

    agree

    niether agree nor di

    disagree

    strongly disagree

    Count

    40

    30

    20

    10

    0

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    Striver

    stronlgly agree

    agree

    niether agree nor di

    disagree

    strongly disagree

    Count

    30

    20

    10

    0

    Thinkers

    stronlgly agree

    agree

    niether agree nor di

    disagree

    strongly disagree

    Count

    40

    30

    20

    10

    0

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    Innovator

    stronlgly agree

    agree

    niether agree nor di

    disagree

    strongly disagree

    Count

    30

    20

    10

    0

    Our marketing research concludes that the personality types of our target market

    are:

    Strivers

    Believers

    Experiencers

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    Customers preferences about different features of bikes:

    o Durability of Motorbikes

    most preff ered

    prefferd

    neither preffered no

    o Petrol Consumption of Motorbikes

    most preffered

    prefferd

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    o Appearance of Motorbike

    most preff ered

    prefferd

    neither preffered no

    somewhat preffered

    o Speed of Motorbike

    most preffered

    prefferd

    neither preff ered no

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    o Load Capacity of Motorbike

    most preffered

    prefferd

    neither preff ered no

    somewhat preffered

    o Halogen Lights

    most preffered

    prefferd

    neither preffered no

    somew hat preff ered

    not preffered

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    o Easy Availability of Parts

    most preffered

    prefferd

    neither preffered no

    o Most Preferred Features

    low price

    mileage per liter

    accelaration

    durabilty

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    o Preference for Honda CD 70

    no

    yes

    o Preference for Speedo 100

    no

    yes

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    o Preference for Yamaha 100

    no

    yes

    o Preference for Honda 125

    no

    yes

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    Income Bracket of Respondents

    more than 20000

    15001 to 20000

    10001 to 15000

    5000 to 1000

    o Preference for Speedo with Respect to Customers Income

    wht income bracket respondents fall

    more than 20000

    15001 to 20000

    10001 to 15000

    5000 to 1000

    Count

    7

    6

    5

    4

    3

    2

    1

    0

    preference for speed

    neither preff ered no

    r rejected

    prefferd

    most preff ered

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    o Preferred Features of Speedo With Respect to Customers Income

    wht income bracket respondents fall

    more than 20000

    15001 to 20000

    10001 to 15000

    5000 to 1000

    Count

    6

    5

    4

    3

    2

    1

    0

    most preffered featu

    durabilty

    accelaration

    mileage per liter

    low price

    Forecasts/budgets

    Projected income statement, balance sheet, cash flow statement

    Contingency Plans

    If the existing strategies regarding product, price and promotion do not succeed, wecan change them to survive in the market. Product strategy will more or less remain

    the same. Price can be lowered, promotional strategy can be changed from selective

    to extensive targeting, and aggressive advertisement campaign can be launched.