GROUP MEMBERSABID ALI

IFTIKHAR ALI

IFRAH SALEEM

ROOHUL AMIN

INTRODUCTIONHONDA get started in 1930’s.

Established as company on 24 sept.1948.

Its main headquarter is in TOKYO,JAPAN.

SOICHIRO HONDA, the founder

TAKEO 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

CONT…

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 1993

Official 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

BUT

CONT…

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.

CARSAccord

CRV

Civic

MOTORCYCLESCD-125

CD-100

CD-70

GENERATORS• EU1000iA • 1000 watts, 120V

• EU2000iA Camo • 2000 watts, 120V • EU6500iSA • 6500 watts, 120/240V

PRICE

ACCORD: 4600000

CR-V : 4200000

CIVIC: 1900000(AUTOMATIC)

CIVIC: 1820000

CITY: 1200000

CONT…

MOTOR CYCLES

• CD125:72000

• CD100:75000

• CD70:45000

PLACEMENT

PROMOTION

HONDA promotes its products through;

Ads,billboards,tv,

Sponsoring sports events

Customer service

Environment friendly automobiles

PROMOTION AD

MARKET SEGMENTATION

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”

ABOUT COMPETITORS

THE MAIN COMPETITOR OF HONDA IS

TOYOTA

SUZUKI

CONT…TOYOTA MAINLY STRESSES ON INCREASING THE SALES VOLUME AND BRAND NAME IMAGE

SUZUKI STREESES ON THE PRICES AND IT COMPETES WITH DREAMS

SO

THERE IS A WAR OF SALES AND PRICES WITH DREAMS

PORTFOLIO ANALYSIS

BCG MATRIX

SWOT ANALYSIS

Strategic Business Units

AUTOMOBILES

MOTOR CYCLES

GENERATORS

WATER PUMPS

JET ENGINES

BCG MATRIX

SWOT ANALYSIS

STRENTHSBrand name imageSmoother drive as compared to competitorsEfficient performanceQuality – ISO CertificationHighly loyal, committed and motivated employeesHardworking, experienced and qualified staff

CONT…

• 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 Honda’s 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 Honda’s are unreliable cars.

THREATSCrucial economic conditions of Pakistan can lead to the decreased sales .

WTO (World trade Order) opening local markets for global competition

Competitors launching newer models with stress on reduced price for our price-sensitive economy proving serious threat in near future

CONT…

The biggest threat for HONDA is TOYOTA

HONDA rivalry is becoming more intense by BMW & CHEVROLET which are opening up industries

OPPORTUNITIES

Growing 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

CONT…

Initiatives and proposals in process for coping with increased demand of bikes

Newer segments introduced with entry of new models, design, which still have huge potential for growth

Karachi, a segment which has tremendous potential for growth and profitability.

THE END

ANY QUESTION PLEASE…

THANK YOU!!