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7/27/2019 Marketing Plan of Honda
http://slidepdf.com/reader/full/marketing-plan-of-honda 1/43
A marketing Plan for
Project presented by
a
Project Submitted to:
7/27/2019 Marketing Plan of Honda
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Company’s history
Honda Atlas Cars (Pakistan) Limited is a joint venture
between Honda Motor Company Limited, Japan and Atlas Group
o Companies, Pakistan si!ned on Au!ust "#, $%%&' e
a!reements si!ned between te two sponsors are or te*ni*al
*ollaborations or development parts and systems or
manua*ture o Honda Cars in Pakistan' Pakistani and Japanese
*ultures ave blended e+*eptionally well to orm a proessionalteam o dedi*ated spe*ialist' is team as done wonders sin*e
its in*eption and as *reated many re*ords' -t was on April $.,
$%%& wen te oundation layin! *eremony was eld in a re*ord
period o eleven monts on Mar* &$, $%%/ te *onstru*tion and
plant and ma*inery installation was *ompleted' 0unnin! a ra*e
a!ainst time te irst *ar was rolled out o te assembly line on
May "1, $%%/ pavin! te way or a ormal inau!uration o te
plant'
2o oter persons tan te President o Pakistan and te
President o Honda Motor Co' !ra*ed te auspi*ious o**asion o
inau!uration on July $&, $%%/' e irst bookin! o Civi* made in
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Pakistan started wit pomp and !randeur or July $/, $%%/ at si+
dealersips in 3ara*i, Laore and -slamabad' e response
re*eived rom te *ustomers was overwelmin! and a morale
booster or all *on*erned at HACPL'
4it te rapid in*rease in business new ware ouse
a*ilities were *onstru*ted on June 55, $%%#' Anoter ware ouse
is under *onstru*tion meet te re6uirements o te produ*tion
line wi* as more tan doubled sin*e its start up'
3eepin! te spirits o asso*iates i! and alive #,""" *ar
roll out *eremony was eld in July $%%# and $",""" *ars in
Au!ust $%%7' e deletion pro!ram or indi!eni8ation as
be*ome a su**ess, wi* started wit 5&9 in $%%/ and as
*rossed &"9 by now' e pro*ess o developin! vendors tomanua*ture lo*al parts a**ordin! to our standards as been
tedious but ruitul' e lo*al parts 6uality is bein! *e*ked
torou!ly to maintain te standards and a*ieve *ustomers
satisa*tion'
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:ervi*e department *ondu*ts two *ampai!ns a year to
evaluate te perorman*e and solve te *ustomer *omplaints on
te spot' is as tremendously enan*ed te *ustomers
*oniden*e in Honda Cars, wi* is evident rom te penomenalsales volumes'
The Car IN!ST"#
;urin! te year te our lo*al *ar manua*turers *ombined
produ*ed &1,715 *ars, sowin! a $&'#9 !rowt a!ainst te
previous year' -n te se!ment o $&""** *ars and above,
te *ombined produ*tion were $#,$%" a $"'79 !rowt over
te same period last year' <our new automobile
manua*turers, a 0ussian, a =uropean and two rom :out
3orea announ*ed teir produ*tion and marketin! plans' An
e+istin! manua*turer as already invested to market 1#"**
*ars rom te year 5"""' 4ereas, it will provide a wide
*oi*e to te user, it will in*rease *ompetitiveness in *osts'
e market tus must in*rease and so te volume o ea*
unit in order to absorb i! overead *osts involved in
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variety o makes and models' :o does te lo*ali8ation
pro!ram by te new entrants as bein! undertaken by te
e+istin! units in a**ordan*e wit te -ndustry :pe*ii*
;eletion Plan' >terwise, te variety will end in i!er *ostsand pri*es or te *ustomer, a *on*ern tat te Government
as seriously sowin! rater *onsistently'
Company $perations:
e sales were 0s'5'#7$ billion a!ainst 0s'5'.7& billion o
te last years, a nominal de*line due to e*onomi* *onditions'
However, ?- brand *ontinued to be te avorite amon! te
*ustomers' :o is te @City wi* as been well establised in te
$'& liter *lass' is pla*ed te *ompany in a better position or a
!reat market penetration'
e Gross Proit was 0s'&/&'$71 million or $&'/9 o sales*ompared to $"'.%9 o previous year' is !ain was due to
savin!s in materials *ost and i!er lo*ali8ation' >ter
in*ome was 0s'5%'/$1 million, up 0s'$1'#51 million rom te last
years 0s'$"'1%" million' e inan*ial
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*ar!es were down to 0s'&'71/ million rom 0s'75'5"7 million o
last year due to improved proits, better *as and inventory
mana!ement'
e net proit beore ta+ tus improved to 0s'5&%'&"#
million as *ompared to 0s'$#1'$.% million o te previous year'
e =arnin! Per :are (ater ta+) was 0s'/'%# as a!ainst (beore
ta+) 0s'&'.. o last year' e breakup value o te :are o
0s'$"B ea* was 0s'57'#1 *ompared wit 0s'55'7/ o te last
year'
a+es paid on a**ount o import duty, sales ta+,
development sur*ar!e and oter levies were 0s'.%%'7". million
as a!ainst 0s'./"'%/# million or te previous year' -n*ome ta+
dedu*ted at sour*e or te year was 0s'&'%.5 million as a!ainst
0s'$'.1" million durin! $%%.%1' :in*e te start o *ommer*ial
operation o *ompany in July $%%/, te total *ontribution towards
national e+*e6uer on a**ount o duties D sales ta+ and oter
levies as been about 0s'/"5&" billion'
e *ompany as *ontinued to ollow te -ndustry :pe*ii*
;eletion Pro!ram set by te !overnment' -t as already a*ieved
te proposed lo*ali8ation tar!et o /59 until June $%%% wi*
saved about 0s'$5" million in te inan*ial year' :in*e in*eption,
te total savin!s are now over 0s'#5" million' e *ompany as
#% vendors wo are supplyin! about ."" lo*ally manua*tured
parts' o elp a*ieve te deletion tar!ets set by te
!overnment, te *ompany *ontinued assistin! te lo*al vendors
in *osts, 6uality and
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inventory mana!ement and parti*ularly in arran!in! joint
ventures or transer o te*nolo!y and value addition'
The %irsts:
Honda Atlas Cars Pakistan Limited is te irst to introdu*e
*ars in te metalli* *olors, automati* transmission, and *ars wit
PGM<- and ?=C en!ines E known or teir i! 6uality,
ma+imum *ombustion ei*ien*y and lower pollution' -n
January%%, te *ompany introdu*ed ?-M >0-=L D ?-A
>0-=L wit sunroo' is added to te produ*t ele!an*e and
re*eived appli*ation rom te *ar ans all over te *ountry' -t
urter enan*ed Hondas reputation as an inventor and pioneer
in te lo*ally manua*tured automobile industry in tis beal'
4it ever in*reasin! number o *ars *omin! on roads and in
order to support te Honda &: dealers in teir eorts or
*ustomer satisa*tion, te *ompany as appointed 5: (Parts D
:ervi*e) dealers in important towns in all over Pakistan' ;urin!
te year, $#/ personnel rom Honda 5: as well as rom &:
dealersip parti*ipated in te trainin! sessions to enan*e
te*ni*al and so*ial skill to serve in towns a*ross Pakistan and
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add to te *ustomer *onvenien*e parti*ularly o tose livin! in
areas were &: dealers are not available'
-n April%%, Honda Atlas Cars Pakistan Limited re*eived -:>
%""5 *ertii*ation rom te world amous A-F?in*otte
-nternational Ltd, Frussels, Fel!ium or te assembly and
pro!ressive manua*turin! o Honda Cars marketin! and sales
servi*e' Hondas pilosopy on 6uality and -:> %""5 *ertii*ation
are *omplementary in nature by attainin! te !oal o *ustomers
satisa*tion wit proitability'
Livin! up to its tradition, tis year a!ain a publi* s*ool or
*ildren, lo*ated in te villa!e Man!a Mandi was *ompletely
re*onstru*ted, renovated and ade6uately e6uipped or te
beneits o te so*iety'
#&k compliance:
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e mana!ement as restru*tured all its ardware and
sotware pa*ka!es a**ordin!ly to !o beyond ;e*ember &$, $%%%'
All te system as su**essully passed and enters in te new
millennium wit its ull *apa*ity and better te*nolo!i*al skills'
'orld Trade $rgani(ation:
Fein! a si!natory to te 4orld rade >r!ani8ation, Pakistan
is obli!ed to make *ertain *an!es in te laws relatin! to rade
Poli*y, *ustom valuation and oter related
matters' ese *an!es basi*ally aim at urter liberali8ation o
trade is to be implemented witin te year'
e Ministry > Commer*e, Government > Pakistan, is o
te view tat a major *an!e is e+pe*ted in te *on*essionaryre!ime and as tus re*ommended tari in*entives driven
re!ime' e Ministry > Commer*e on beal o te Government
> Pakistan si!ned te a!reement' >bviously, no debate was
*arried out, nor any *onsultation made wi* is te norm in su*
major de*isions' -n most *ountries o te 4orld, private se*tor is
asso*iated wit su* de*ision makin! o !reat importan*e, 2o
su* due dili!en*e was made at any 6uarters' 2one even knew
tat su* a move was bein! undertaken' >n te *ontrary, te
private se*tor, at te same time, was bein! en*oura!ed to invest
and, ine*t, *oer*ed wit *ompulsory deletion pro!rams over te
ollowin! years witout a *on*essionary re!ime'
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However, te Ministry > -ndustries, Government >
Pakistan, duly supported by an e+pert view on 4>, believes to
*ontinue wit te e+istin! poli*y' e Ministry as tus
approa*ed te 4> in tis respe*t' e Ministrys approa*, iimplemented will ave a arrea*in! ee*t on te
*ar as well as oter related industries as a wole' :ome *ountries
ave re*ently obtained su* e+tensions and e+*eptions'
However, tere is a need to prote*t te u!e investment in tis
beal, in te lar!er interest o te *ountry, te *urrent
indi!eni8ation as well as oter related poli*ies to *ontinue'
-t is !enerally elt by te automobile se*tor and various
oter trade bodies also tat Pakistan like oter developin!
*ountries sould take up su* matters tat urt its industry
and trade at te ne+t round o 4> multilateral trade
ne!otiations parti*ularly as a**ordin! to Andy 0owell, a well
known e*onomi* writer @ 4> represents "'"$9 o te ri*est
*orporations and individual in te world and last de*ade saw
in*rease o wealt ."9 to 1#9 in te ri*est 5" *ountries as
a!ainst 59 de*line in te 5" poorest *ountries o te world' e
4orld Fank Cie, James 4olenson, urter reinor*es to say @
te searin! ima!e o desperation, opeless and de*line E o
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people wo on*e ope, but will ave it no more, i te present
!lobali8ation o e*onomy in its present orm'
Mission :tatement
o provide *ustomers !ood 6uality produ*ts, trou! smart work
providin! !ood workin! environment to te asso*iates'
>r!ani8ational Hiera*y
Cie =+e*utive >i*er
ident
C$)PAN# IN%$")ATI$N
The *oard of irectors
VicePresident
GMMarketing
DirectorFinance
GMLogisticImports
GMaftersales
VicePresident
Administration
Manager
Production
Manager
GM
Quality
Control
GM
Vendor
Development
GM
elding
Maintenance and Paints
GM Finance
Assem!ling
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)r+ #osuf h+ shira(i,Chairman-
)r+ Satoshi okamoto,President . ceo-
)r+ Amir h shira(i
)r+ )otohide sudo
)r+ /iromi mi(utani
)r+ 0a1ad i2bal Ahmad
)r+ Takashi otsuki
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)r+ "affat i2bal
Auditors
A+ %+ %erguson 3 co+Chartered accountantsaccountants
4egal ad5isors
Cornelius lane 3 mufti
Company secretary
*ankers
Abn amro bank
/abib bank ltd+
Askari commercial bank
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Citi bank n+a+
eutsche bank
)uslim commercial bank
The bank of Tokyo 6)itsubishi 4T+
"78IST7"7 $%%IC7
9 6 )C47$ "$A4A/$"7
P/ : ,;<&- =&&>;9> 6 9=%A? : ,$<&- =&@@>9
factory
<@ B) )!4TAN "$A)AN8A )ANI 4A/$"7+P/ : ,;<&- >=>;;99 6 9=%A? : ,;<&- >=>;;&;>=>;=97D)AI4: [email protected]
'eb site : www.honda.com.pk
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/onda CITY
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Internal and 7Eternal 7n5ironment:
Hondas environment weter i'e' internal or e+ternal as always
been very ee*tive wit respe*t to every line' =+ternal or*es
wi* are politi*o le!al or*es, e*onomi*al or*es, so*io *ultural
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or*es ave always been ae*tin! te market, but it as always
been te distin*tion o Honda tat it as always been maintainin!
its market sare up to /. 9'
;ue to te best 6uality, e+ternal or*es o environment ave not
been very su**essul in de*reasin! te market value o Hondas
produ*ts' :o Honda as always been deeatin! te ne!ative
aspe*ts o e+ternal environment by te 6uality o te produ*ts
and trou! smart work'
-nternal environment o Honda ave always been very ee*tive
too, elpin! Honda to in*rease and update its 6uality at every
ne+t day' e in*entives are !iven to te employees or e+ample
bonuses, wi* en*oura!es tem to do work more smartly in
order to a*ieve or!ani8ational !oals more ee*tively and
ei*iently'
e se*ond main reason or wi* te internal environment o
Honda is so !ood is te employees loyalty to Honda'
=mployees o Honda ave always been workin! ard to a*ieve
te !oals tat are spe*iied by te senior mana!ement and
subordinates in *ollaboration'
Planning
ere is de*entrali8ation in Honda, and Honda ollows tis
prin*iple tat te important de*isions are made by te senior
mana!ement and employees by mutual *ollaboration' :o de*ision
makin! pro*esses involves te subordinates o te Honda as well'
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e poli*ies run trou! te Foard o ;ire*tors and te inalde*ision is made by te *airman o Honda' >n important
matters su!!estions are *alled up by te senior mana!ement o
Honda rom its subordinates and oter employees'
;e*isions tat are made by te mutual a!en*y o senior
mana!ement and te Juniors are very ee*tive'
$rgani(ational 8oals and $bjecti5e
e ollowin! are te major !oals and obje*tives o te
Honda'
Providin! te *ustomers most 6ualitative produ*ts'
o attain te *ustomer satisa*tion'
:ettin! a !ood e+ample o 6uality work'
Always to be distin*tive rom all te *ompetitors'
Providin! a !ood workin! environment to asso*iates'
o perorm e+*ellent work'
o proved te *ustomers style wit te*nolo!y'
Car!in! reasonable pri*e o te produ*ts as *ompare to
*ompetitors'
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o provide trainin! and developin! te 6ualities o
employees'
o a*ieve te !oals most ee*tively and ei*iently'
elegation of Authority:
ere is dele!ation o autority in Honda or!ani8ation' Autority
as been de*entrali8ed' Autorities ave not been i+ed in Honda'
e matter is de*ided by te mutual *onsultation o subordinatesand te senior mana!ement'
Strategies to Achie5e goals:
e ollowin! are te strate!ies
<o*usin! te *ustomer always'
sin! te best 6uality media or advertisement'
o ollow te pri*in! poli*y wi* is @no premiumno
dis*ount'
Providin! 6uality produ*ts to te *ustomers, and re*eivin!
te eedba*k about te perorman*e o te produ*t'
:ettin! reasonable pri*es o produ*ts as *ompare to
*ompetitors'
Givin! most importan*e to te *ustomer satisa*tion'
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Fuildin! te better relations wit te *ustomers'
Always leadin! te market wit te advan*ement o
te*nolo!y'
$rgani(ing
Honda as always been trainin! and developin! te batter
employees, wo are able to understand te needs o era, and
wo are able to a*ieve or!ani8ational !oals more ee*tively and
ei*iently'
-t as always been te distin*tion o Honda tat te persons
wi* are i!ly 6ualiied tey are sele*ted by te or!ani8ation
to lead te employees and to train tem and makin!
ordinary people te uture mana!ers' rainin! and development
ave always been pra*ti*ed by Honda' Honda every year
allo*ates bud!et or te trainin! and development o employees'
en te pro!ress o ea* and every employee is evaluated and
ten te promotions are made on te basis o merit and
perorman*e' e eedba*k is re*eived by te employees
re!ardin! teir perorman*e o teir work'
:o evaluation pro*ess *ontinuously e+ists in H>2;A ALA:' e
uman resour*e mana!ement as always been very ee*tive
and ei*ient in te or!ani8ation'
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4eading
)oti5ation Process:
Honda motivates te subordinates by te ollowin! ways'
Promotions are made on te basis o perorman*es'
Get to!eters are arran!ed to develop te inormal
relations amon! te employees'
-n*entives are oered to te employees in te orm o
bonuses'
:pe*ial pro!rams are arran!ed to evaluate te work
perorman*e o te employees and en*oura!in! tem to
work more devotedly and ee*tively'
Givin! te rewards to te employees or e+tra ordinary
work'
Controlling
Honda wit its distin*tion in every ield o mana!ement ave
always been ollowin! te stri*t poli*ies to *ontrol te aairs o
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te or!ani8ation a**ordin! to Honda @ere is no *ompromise on
rules and re!ulations'
e above prin*iple is key a*tor to a*ieve te or!ani8ational
!oals ee*tively and ei*iently and to te su**ess o te
or!ani8ation' e market sare o Honda is !radually in*reasin!
and obviously H>2;A is be*omin! te most leadin! automobile
industry wit te i!est market sare'
Conclusion
P"$!CT 7SI8N:
Honda is a multinational *ompany, wi* operates in
dierent *ountries' e models tat are introdu*ed in one
*ountry are e+a*tly te same in oter *ountry' is is be*ausete desi!n and te te*nolo!y used to make tese *ars are set
by 0esear* D ;evelopment department o Honda Japan, wi* is
te ori!in o Honda'
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;esi!nin! pro*ess is same trou!out te world' -n Pakistanonly te assemblin! pro*ess is done' /59 o te parts are
manua*tured lo*ally and te remainin! #59 parts are bein!
import rom Japan'
P"$!CT %7AT!"7S:
/$NA CIFIC
A5ailable )odels
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FTi 7?i 4?i
7ngine isplacement $#%" $/%& $/%&
/orse Po1er $5# $"# $"#
Po1er Steering es es 2o
/$NA CIT#
A5ailable )odels7?i 7?i 6 S 7?i 6 S
7ngine isplacement $&"" $&"" $&""
/orse Po1er %" %" %"
Po1er Steering es es es
Po1er 'indo1s 2o es es
Central 4ocking 2o es es
*ody Color *umpers es es es*ody color oor )irrors 2o es es
P"$!CT Guality:
Honda Atlas Cars Pakistan Limited is a 6uality *ons*ious
*ompany' ats wy Honda Atlas Cars Pakistan Limited is te
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irst automobile *ompany in Pakistan wo as a*ieved @-:>
%""5 *ertii*ation'
Ser5ice %acilities:
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Honda Atlas Cars Pakistan Limited provides servi*es to te
*ustomers at lar!e s*ale' <or tis te autori8ed dealers are
bein! en!a!ed to provide servi*e a*ilities to te *ustomers' e
ater sales are supported by te imma*ulate servi*e and teavailability o spares at *ompetitive pri*es or every *ar sold' o
a*ilitate te *ustomers or any assistan*e tey re6uire, HACPL
ave a separate department, *alled Customer 0elations, at te
ead oi*e' is department is supported by te subse6uent
Customer 0elations >i*ers at all dealersips' e purpose o
Customer 0elations ;epartment and Customer 0elations >i*ers
is to enable te *ustomers in !ettin! any sort o elp re6uired by
tem'
%"77 S7"FIC7S:
Honda Atlas Cars Pakistan Limited is always *on*erned wit
te *ustomer satisa*tion' <or wi* it is always lookin! or
avenues to develop urter relations wit te *ustomers wo
ave already pur*ased te *ars' HACPL *onsider pur*ase o *ar
as te be!innin! o relations wit *ustomers' o prolon! tis
relationsip and en*oura!e te *ustomers to keep on *omin! to
te dealersip, to !et teirs *ars maintained te Honda way
HACPL provide tree <0== CH=C3P :=0?-C=: to te *ustomers'
ese are basi*ally tree periodi* *e*kups at $,""" 3m,
#,""" 3m and $",""" 3m milea!es tat are normally done ater $
mont, & monts and 7 monts o runnin! te *ar' >ter tan
providin! servi*e to *ustomers anoter reason or tis a*ility is
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to stress on te importan*e o periodi* maintenan*e' Periodi*
maintenan*e is essential or every *ar and i tis is perormed
re!ularly as per te maintenan*e s*edule te *ar is trouble ree
and lie o *ar in*reases by many years'
<or tese ree servi*es te labor is not *ar!ed, were as te
*ustomer as to pay or only te *onsumable like en!ine oil, oil
ilter, et*'
"7PAI" AN )AINT7NANC7:
HACPL is providin! re!ular trainin!s to te dealerIste*ni*ians' e trainin!s *over all aspe*ts o te *ars in*ludin!
te periodi* maintenan*e, dia!nosti*s, trouble sootin! and
repairs a**ordin! to H>2;A standards' <rom tis HACPL want to
a*ilitate te *ustomers in maintainin! teir *ars in topmost
*ondition and enjoyin! te *omort and perorman*e o te
lu+ury vei*les tey own'
'A""ANTI7S:
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HACPL oers warranty o $5 monts or 5",""" kilometers
wi*ever *omes irst rom te date vei*le is sold and is
transerable'
o 'A""ANT# C$F7"A87:
H>2;A ALA: CA0: warrants tat it will repair or
repla*e <ree o Car!e any part it supplies (e+*ludin! tires,
batteries and oter items wi* are warranted separately
by teir respe*tive lo*al manua*turers) ound to be
dee*tive eiter in materials or workmansip, or bot wit
te e+*eptions indi*ated in te 4arranty =+*lusions ere
under,
provided tat te manua*turerIs re*ommended and
re6uired preventive maintenan*e servi*es and repairs arestri*tly ollowed and te vei*le is utili8ed under normal
*ondition'
H>2;A ALA: CA0: (PA3-:A2) L;' (HACPL) reserves te
sole ri!ts to te inal de*ision in all warranty matters'
o 'A""ANT 7?C4!SI$NS:
"#ere are some cases $#ere t#e $arranty s#all not !e applica!le and
t#ese are as follo$s%
Damage !y neglecting t#e periodic maintenance&
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Damage !y repair ' maintenance operations ot#er t#an (ACPL&
Damage !y t#e use of non)genuine part&
Damage caused !y repair from person ot#er t#an Dealer&
*on)registered Ve#icle $it# t#e competent Government Aut#ority&
%77 back:
HACPL believe te essen*e o real servi*e is wen a*ustomer eels proud to say - am !lad to ave bou!t a H>2;A
mainly be*ause o HACPL 6uality servi*e' <or *ustomers to
be*ome impressed wit us H>2;A need teir *ontinuous
eedba*k to improve im selves or produ*t and ater sales
servi*e'
7A47"S/IP Training P"$8"A):
e *ompany trains te dealers every alternate mont' e
le*tures are eld in Laore and 3ara*i, te dealers rom :ind
and Falu*istan attend le*tures in 3ara*i wereas dealers rom
Punjab and Pesawar are trained in Laore' Honda also or!ani8es
*ompetitions amon! te dealers to measure teir perorman*es'
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Public relations:
Honda Atlas is en!a!ed in dierent pro!rams to promote
te sales trou! publi* relations' <or publi* relations tey
parti*ipate in dierent types o pro!rams to in*rease te interest
o publi* and to introdu*e teir now produ*t via tese
promotional *ampai!ns'
7A47"S/IP N7T'$"B:
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)A"B7T S/A"7
Market sare means te number o sares a *ompany as
in its market as *ompared to its *ompetitors' Honda Atlas CarsPakistan Limited *overs a lar!e number o sares in Pakistani
market'
$F7"A44 )A"B7T S/A"7:
- we *onsider only te market sare o Honda wit its main
*ompetitor oyota and oters, te market sare is as ollowsK
C$)PAN# NA)7 )A"B7T S/A"7
/$NA /#9#"9
T$#$TA 	/"9
$T/7"S $#95"9
is market sare is or te *ars, wi* are above $&"" **'
Fut i we *onsider only te petrol *ars, ten a**ordin! to te
re*ent survey, te sare o Honda is !reater tan 1"9' >ters
*ompany like :u8uki, 2issan, Hyundai and 3ia tey *onstitute te
5"9 o te market sare' Fut tey are below $&"" **'
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*est S744IN8 SP$T:
Fest sellin! spot or Honda Cars is 3ara*i' e overall
per*enta!es o market sare o Honda in dierent *ities is as
ollowsK
CIT# NA)7 )A"B7T S/A"7
Barachi /19
4ahore &19
Islamabad $195"9
)ultan %aislabad Sialkot
/yderabad.919
Laore is te se*ond best sellin! spot or te Honda' Low
sare in oter *ities like Multan, <aislabad is be*ause low *lass
resides in tese *ities' e tar!et market o Honda is upper *lass,
tats wy te sare is i! in bi! *ities and low in small *ities'
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C$)P7TIT$"S
Honda is *urrently a*in! te tree bi!!est *ompetitors in
its *lass' ey *ompete wit Honda be*ause o teir su**essul
produ*t in te market beore te *ommen*ement o Honda Atlas
in Pakistan' ese tree main *ompetitors are
T$#$TA
NISSAN
S!H!BI
oyota is *onsidered to be te main *ompetitor o Honda
be*ause it is only one *ompany, wi* as enou! market sares
tat will dire*tly inluen*e te sare o Honda' is is be*ause o
te a*t tat oyota as been manua*turin! *ars mu* beore
Honda in Pakistan and te *ars tey ave been manua*turin!
sin*e $%%& are mu* environmental riendly tan any oter *ar
manua*tured in Pakistan, beore' <irstly oyota introdu*ed GLi in
bot transmission *ate!ories i'e' manual and automati*' is
*ate!ory *ar avin! $7"" orse power is te dire*t *ompetitor o
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Honda Civi* not only in te te*ni6ue but also in lu+ury tat tey
provide and te oter a*ilities and addons'
-n $'& liter *ars oyota *an be *onsidered as te market
leader beore, as it is produ*in! tree dierent models in tis
*ate!ory i'e' GL, = and =G' Fut now wit te introdu*tion o
new Honda City 5""", oyota is no lon!er a leader in te market
be*ause o te Lu+ury and style provided by te Honda City
5"""'
2issan is not a dire*t *ompetitor o Honda be*ause tis
*ompany produ*es $'/ liter and 5'" liter uel D ;iesel *ars
respe*tively' Fut be*ause o te bi! !iants like oyota and Honda
in te market tis *ompany *annot *ompete in te market and
loses its sare' Fut now ew monts ba*k tey laun*ed teir
new models in te market at low pri*es as *ompared to Honda
and oyota'
:u8uki introdu*ed its $'7liter *ar a ew years ba*k wit te
name o Faleno' ey introdu*ed two models GLi and Gi in te
market avin! uel inje*tion system in te *ate!ory o $'& liter in
*ompetition wit Honda City' Fut Honda as no ear o tem
be*ause o te a*t tat, Honda is already te market leader in
$'7liter *lass D $'& liter *lass' A**ordin! to te re*ent survey te
!rap o Faleno $'7 D $'& is *ontinuously de*linin! be*ause o
teir *ompetitors like oyota and Honda'
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S'$T ANA4#SIS:
e overall evaluation o *ompanys stren!ts, weaknesses,
opportunities, and treats is *alled SWOT analysis' e irst two
a*tors i'e' stren!ts and weaknesses relate to *ompanys
internal operations, wereas te oter two a*tors >pportunities
and treats relate to *ompanys e+ternal environment'
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ST"7N8T/S:
ese are te *ompanys stron! points, wi* elp te
*ompany in a*ievin! a respe*table pla*e in te market'
Honda is a multinational *ompany, wi* adds to its
stren!ts'
-t is a market leader in petrol *ar industry'
-t is an environment riendly *ar'
Has ei*ient uel *onsumption'
ere is no power distan*e in te *ompany'
-t is a sort o status symbol in Pakistan'
'eaknesses:
ese are te internal a*tors, wi* !o a!ainst a
*ompanys avor in a*ievin! its tar!et'
Honda doesnt produ*e diesel *ars'
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-t only manua*tures or upper middle *lass only,
wereas it sould also produ*e or *ars or
middle *lass'
Compared to its *ompetitors Honda as a less
resale value'
$PP$"T!NITI7S:
ese are te areas o buyer willin!ness in wi* a
*ompany *an perorm proitably'
-n te near uture it *an also manua*ture diesel
*onsumin! *ars, as petrol pri*es are airly i!
as *ompared to diesel'
Honda *an make its *ars available or middle
*lass as well'
T/"7ATS:
ese are te *allen!es posed by unavorable trends or
developments tat would lead, in absen*e o deensive marketin!
a*tion, to deteriorate in sales or proits'
As uel pri*es are in*reasin! on re!ular basis so
Honda needs to see tis
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Can!e and tink or produ*in! a *ar suitable or
*an!in! times'
Honda is a*in! a ier*e *ompetition rom its
*ompetitors and it as to keep a *onstant *e*k
on a*tivities o its *ompetitors like oyota,
2issan et*'
Get
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The Ultimate Vehicle Security Solution
HONDA
Cra*k is satellitebased vei*le tra*kin! system' C
ra*k is a revolutionary and reliable se*urity system, wi* is
brou!t by rakker (Pvt') Ltd', a joint venture partnersip wit a
:out Ari*an multinational, also present in Ari*a, Australia,
=urope and now in Asia'
Cra*k enables te *ustomers to keep tra*k o te
movement o Honda at all times o te day, enablin! to se*ure
*ar and loved ones in te *ar rom all sorts o vei*le *rime'
-n order to make Honda te saest *ar, HACPL oer all
Honda owners to set a Ctra*k at an unbelievable pri*e' Also a
preerred insuran*e rate o only /"9 rom 2ew Hampsire
insuran*e or all Honda *ars installed wit *tra*k'
CDT"ACB 6 T/7 S7C!"7 $PTI$N:
Pea*e o mind E knowin! Cra*k is wat*in! te 5/ours a day'
:aety or Honda and or loved ones E only trou! C ra*k'
Pani* alarm E brin!s immediate assistan*e trou! aui*k 0esponse eams'
5/our emer!en*y otline E or vei*le and medi*alemer!en*ies'
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0emote immobili8ation E ensures tat Honda willnever all into wron! ands'
0e*overy E o Honda, in *ase o tet'
Preerred 2o!o area E prevents Honda rom !oin! intoprespe*iied no!o areas and leavin! te *ity witoutyour permission'
Hija*k monitorin! E prote*ts te passen!ers o teHonda rom bein! kidnapped'
2avi!ation otline E !ets to te destination saely'
:peed analysis B Hars brakin! E prevents ras andne!li!ent drivin!'
;istan*e *al*ulation E monitors uel *onsumption andmisuse o vei*le'
>ptional E reportin! o vei*les movement onMobilink pone'
Cra*k is te uture plan or Honda Atlas, wi* brin! tis
*ompany ar aead rom its *ompetitors' is system as start
workin! in 3ara*i a ew monts a!o and by te end o tis year
tis will implement in two major *ities Laore and -slamabad'
Cost of CDTrack e2uipment for NonD/onda
customers+
72uipment Cost "s+ <;;;
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Annual Tracking
Cost"s+ ;;
Total "s+ >>;;
Cost of CDTrack e2uipment for Ne1D/ondacustomers+
72uipment Cost "s+ @9;;;
Annual Tracking
Cost
"s+ ;;
Total "s+ <;;;
Cost of CDTrack e2uipment for 7EistingD
/onda customers+
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72uipment Cost "s+ <;;;
Annual Tracking
Cost
,%irst year $nly-
"s+ &<;;
Total "s+ <<;;
C$NC4!SI$N
e analysis o marketin! mi+ sows tat tere is armony
amon! all te Ps and all te *omponents o marketin! mi+
support ea* oter in a*ievin! te *ompanys obje*tive'