GROUP MEMBERSABID ALIIFTIKHAR ALIIFRAH SALEEMROOHUL AMIN
INTRODUCTIONHONDA get started in 1930s.Established as company on 24 sept.1948.Its main headquarter is in TOKYO,JAPAN.SOICHIRO HONDA, the founderTAKEO FUKUI,the CEO.
1959 HONDA motorcycles First dealership in UNITED STATES.
IN 1964 HONDA ENTERS INTO THE F-1 RACE
1981 HONA PRODUCES THE 1ST EVER HONDA CITY CAR.
1983 HONDA COME BACK TO F1 RACE
1987 THE FIRST EVER AIR BAG SYSTEM WAS INTRODUCED.1989 VTEC ENGINE WAS INTRODUCED
NOW HONDA is 5th largest automobile
manufacturer in the world, 2nd in Japan behind Toyota.
HONDA ATLAS MOTORS PAKISTAN
A joint venture between HONDA Motor Company Ltd.Japan and Atlas Group Of Companies.Started its working on 17 April 1993Official inauguration by President Farooq Ahmed Khan Laghari.
SLOGAN HONDA official slogan is
THE POWER OF DREAMS
HONDA has never used its slogan to sell its products
It was Mr. HONDA s belief that well built products sell themselves.
MISSION STATEMENTWe see "The Power of Dreams" as a way of thinking that guides us and pushes us forward. The strength of our company comes from this philosophy which is based on the visionary principles of our founder, Soichiro Honda.We see the world not as it is, but as it could be. We see the world through the eyes of dreamers. Because we are a company founded by a dreamer. And we are a company built on dreams.
PRODUCTSHonda Atlas Cars (Pakistan)
Limited is offering different models of Honda cars motorcycles,generators,water pumps in wide range of colors with unique technological and other features.
GENERATORS EU1000iA 1000 watts, 120V
EU2000iA Camo 2000 watts, 120V EU6500iSA 6500 watts, 120/240V
PRICEACCORD: 4600000CR-V : 4200000CIVIC:
1900000(AUTOMATIC)CIVIC: 1820000CITY: 1200000
CONT MOTOR CYCLES CD125:72000 CD100:75000 CD70:45000
PROMOTIONHONDA promotes its products
through;Ads,billboards,tv,Sponsoring sports eventsCustomer serviceEnvironment friendly automobiles
HONDA has segmented its market in a way that its ACCORD &CR-V is for elite
classHONDA CIVIC for upper middle class
HONDA CITY for only middle class
TARGET MARKET Honda North in particular and Honda Motor Co. Ltd. In general always has targeted upper class groups, upper middle class, and middle class& have been very successful in maintaining its target market and providing with the products of their needs.
MARKET POSITIONINGHONDA HAS MAINTAINED A DISTINCTIVE IMAGE DUE TO..STRONG BRAND NAMEUNIQUE STYLE & DESIGNCOMFORTSAFETYLOGO SLOGAN THE POWER OF DREAMS
THE MAIN COMPETITOR OF HONDA IS TOYOTASUZUKI
CONTTOYOTA MAINLY STRESSES ON INCREASING THE SALES VOLUME AND BRAND NAME IMAGESUZUKI STREESES ON THE PRICES AND IT COMPETES WITH DREAMS SOTHERE IS A WAR OF SALES AND PRICES WITH DREAMS
BCG MATRIXSWOT ANALYSIS
Strategic Business UnitsAUTOMOBILESMOTOR CYCLESGENERATORSWATER PUMPSJET ENGINES
STRENTHSBrand name imageSmoother drive as compared to competitorsEfficient performanceQuality ISO CertificationHighly loyal, committed and motivated employeesHardworking, experienced and qualified staff
Bonuses and reward system for employees
TechnologySTAY CLOSE TO CUSTOMERS.UNDERSTAND THEIR NEEDS.EXCEED THEIR EXPECTATIONS
WEAKNESSESHonda in Pakistan has a lower sales value than Suzuki and Toyota.Its Distribution Centers are lessPeople of Lower Class are unwilling to buy it because of its image as high status car Hondas are expensive to buy and maintain then its counterpart rivals.It faces a long road in gaining trust and making ways to remove the image that Hondas are unreliable cars.
THREATSCrucial economic conditions of Pakistan can lead to the decreased sales .WTO (World trade Order) opening local markets for global competitionCompetitors launching newer models with stress on reduced price for our price-sensitive economy proving serious threat in near future
The biggest threat for HONDA is TOYOTA HONDA rivalry is becoming
more intense by BMW & CHEVROLET which are opening up industries
OPPORTUNITIESGrowing motorcycle market
Estimated bikes 500,000 by the end of 2007 compared to 300,000 in 2005/2006Customers realizing quality
matters, as problems are already cropping up in new entrants models
Initiatives and proposals in process for coping with increased demand of bikesNewer segments introduced with entry of new models, design, which still have huge potential for growthKarachi, a segment which has tremendous potential for growth and profitability.
ANY QUESTION PLEASE