marketing plan of honda

7/27/2019 Marketing Plan of Honda

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A marketing Plan for

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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



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'



: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



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



*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



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



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:



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'



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



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



)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



)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



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



/onda CITY



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



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'



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'



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'



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'



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



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'



;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



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



irst automobile *ompany in Pakistan wo as a*ieved @-:>

%""5 *ertii*ation'

Ser5ice %acilities:



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



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:



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&



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'



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:



)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/"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 $&"" **'



*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'



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



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'



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'



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'



-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



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*'

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Cra*k enables te *ustomers to keep tra*k o te

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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'



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+ <;;;



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+



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'

marketing plan of honda

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