INTRODUCTION: MOTOR CORP. is a Japan based Multinational Company having its registered Office at Hamamatsu, Japan. MOTOR CORP. market and distribute its products in more than 192 countries. Product Line:
INTRODUCTION:
MOTOR CORP. is a Japan based Multinational Company having its registered Office at Hamamatsu, Japan.
MOTOR CORP. market and distribute its products in more than 192 countries.
Product Line:
Company Profile
Pak Motor Company Limited is a public limited company with its share quoted on Stock Exchanges in Pakistan. The company was formed in August 1983 in accordance with the terms if a joint venture agreement between Pakistan Automobile Corporation and Suzuki Motor Corporation-Japan. The company started commercial production in January 1984 with primary objective of progressive manufacturing, assembling and marketing of Cars, Pickups, Van and 4*4 vehicles in Pakistan. The Company’s existing plant located at Bin Qasim was performed in earl 1989 by the Prime Minister then in office. By early 1990, on completion of first phase of this plant, in-house assembly of all Suzuki engines started.Under the Government’s privatization policy, the company was privatized and placed under the Japanese management in September 1992. At the time if privatization, it increased its equity from 25% to 40%.The Suzuki Management immediately after privatization started expansion of the existing plant to increase its installed capacity to 50,000. The expansion was completed in July 1994.The company continues to be in the fore-front of automobile industry of Pakistan. Over a period of time, company has developed an effective and comprehensive network of sales, service and spares parts dealers who cater the needs of customers and render effective after-sale service country wide.
“To Be Excellent All the Round”
To provide automobile of international quality at
competitive price.
To improve skills of employees by imparting training and
inculcating in them a sense of participation.
To achieve maximum indigenization and promote the
automobile vending industry
To contribute to Pakistan society through development of
industry in general and automobile industry in Pakistan.
At Glance
Location DSU 13,Bin Qasim, Karachi
Total Area 64 Acres
Production Capacity 80,000 units/annum
Paid Up Capital 491.312 million
Total Turn Over Rs.24 billion.(2004)
No Of Employees 1400
Marketing PlanMarketing Plan
Suzuki products continue to enjoy customers’ confidence and have been successful to retain 51% market share of the locally produced vehicles. During the year company had launched four new models Liana, Grand VITARA XL-7, Jimmy and Suzuki APV. These models were well accepted by the market.
In February 2006, made in Pakistan Liana car was launched. This model has replaced BALENO whose production has been discontinued. Now, here we are developing marketing plan for Suzuki Liana for 2007.
Current Marketing Situation
Market description:
NEW VEHICLE SALE
Pakistan has become has become attractive market place for Automobile industry due to the high demand of new vehicle during the last 5years. In addition to strong new vehicle sales, Pakistan has also hit a new record in New Vehicle sale. In a repot of January 6, 2006, sales of new vehicles in Pakistan were almost “192,807”.
In Last 5 year, regarding to high demand of new vehicles in our country my new companies enter in market and many existing companies introduce new models.
Main reason behind that record sale and demand is banks flexibility to give loans and low mark up rates that unable low income people to buy car.
Vehicles sale (%) 5.5
3.5
2
1.5
01 02 03 04 05
Pakistan Automobile Industry:
Calendar year Total Sale(vahicles) % growth
2000 41,000 18%
2001 49,000 20%
2002 59,000 20%
2003 93,000 57%
2004 129,016 37%
2005 192,807 49%
Target Market Analysis
Pak Suzuki has targeted the high-income class in urban areas, Upper class, Middle-upper, Business owners, Individual’s good salaries, Managers, Young singles, young married, and The Company has targeted the people who are quality oriented. People who give preference to protection. Company has targeted the urban areas and not rural because that way the company wouldn’t have been able to achieve it’s goal.
Market Description
Market Segment:In consumer market Pak Suzuki focus on following segments
1. Demographics: Primary Market Secondary Market
Age 18 -59 60+
Gender Male Female
Family Size 1-5 5+
Social Status Upper class, Middle-upper Middle Class
Occupation Business owners, Individual’s good salaries,
Managers,
Self-employed, Officials
Family Life cycle Young singles, young married, Old singles, Old married, Married couple with children’s, Old
married with Childs
2. Geographic:
Country: Pakistan
Country region: Urban, Developed and modern areas
Rural
3. Behavioral:
People that Show off
Try new things Adventures
Luxury & Stylish Vehicle Careful about environment
Influenced by technology
Product Review
The Suzuki Liana takes you out of the ordinary and into a realm where your imagination and sense of adventure have free reign. On one level, it’s everything you’d expect of a Suzuki: stylish, immaculately engineered ad uncommonly versatile.On another level, it’s something entirely different, a car that in style, dimensions and comfort will inspire you to see every day as an open door to a new age.Pak Suzuki has introduced four different models under the same brand name Liana:
1. Liana RXI: Engine power M13A (13 cc) Steering rack and pinion Fuel Tank. Capacity of 50 litre petrol Body colored outside door handle 5 seater feature Steel wheels with 14-inch full wheel covers GAS cylinder for CNG version contains 60 litre capacity
2. Liana LXI: Engine power M 13A (13 cc) Body colored outside door handle Steering is rank and pinion Fuel Tank contains capacity of 50 litre
3. Liana EMINENT: Engine power M16A (16cc) 4 automatic gears Steering is rank and pinion Fuel Tank capacity is 50 litre
4. Liana Sport: Engine Power M13 (1300cc)
New 15 inch Alloy wheel Steering is rank and pinion Rear comb lamp garnish Fuel Tank capacity is 50 liter.
Specifications ofSpecifications of Liana ModelsLiana Models
DIMENSIONSOverall length mm 4,350Overall width mm 1,690Overall height mm 1,545
Wheelbase mm 2,480Tread Front mm 1,450Tread Rear mm 1,445
ENGINEType M13A M16A
Cylinders 4Number of valves 16Compression ratio 9.0Maximum output
kw/rpm66/5,750 76/5,500
Maximum torque Nm/rpm
116/4,750 144/4,000
TRANSMISSIONType 5MT 4AT
Gear ratio 1st 3.545 2.875Gear ratio 2nd 1.904 1.568Gear ratio 3rd 1.310 1.000Gear ratio 4th 0.969 0.697Gear ratio 5th 0.815 -
Gear ratio Reverse 3.250 2.300Final Gear ratio 4.105 4.144
CHASSISSteering Rack and pinion
Brakes Front Ventilated discsBrakes Rear Leading and trailing drums
Suspension Front McPherson strut and coil springSuspension Rear Strut coil spring
CAPACITIESSeating Persons 5Fuel Tank Litre 50
Gas cylinder for CNG version litre (Water
capacity)
60
Competitive review
Competitors of Pak-Suzuki:
There are many Competitors of Pak-Suzuki in Pakistan.
Brands Company
Toyota/Daihatsu Indus Motor Company Honda Honda Atlas Cars Ltd. Hyundai Dewan Farooque Motors. Mitsubishi Mitsubishi Company Ltd. Chery Pak Chery Automobile (Pvt.) Ltd. Adam Motor Adam Motor Company KIA KIA Motor Company Nissan Nissan Motor Company Chevrolet Chevrolet Company Ltd.
Competitors of
Make Model Engine Power
Price
Toyota Corolla-XLI 1300cc 8,79,000
Toyota Corolla-GLI 1300cc 9,69,000
Honda City-EXIS 1300cc 8,80,550
Honda City-VARIO 1300cc 9,30,000
Mitsubishi Lancer-GL 1300cc 9,69,000
Mitsubishi Lancer-GLX (M/T)
1300cc 9,99,000
Nissan Sunny-EXS (M/T)
1300cc 11,25,000
Nissan Sunny-EXS (M/T) CNG
1300cc 11,49,000
Competitors Features
Here, some features of strong competitors of Liana
Toyota (model XLI 1.3cc EFI)Power steering, CD \player with AM/FM radio with 2-speaker, Rear console box, Front seat belts,4 wheel disk brakes, Adjustable rear headset, 3-Spoke tilt steering.
Toyota (model GLI 1.3cc EFI)
Power steering, power door mirrors, power windows, centre door locking, CD player with AM/FM radio , matching bumpers, tilt steering, adjustable rear headset
HONDA (model City 1.3cc)
Programmed fuel injection, electric power steering, Stereo cassette player, rear defroster, body color bumper, crumple zones, G-CON technology, 4 spoke steering, front and rear seat belts, and wheel caps.
Nissan (model Sunny EXS 1.3cc)
Adjustable rear headset, tilt steering, matching bumpers, decent look, stereo cassette player with FM/AM radio 2 – speakers mono based. Attractive Alloy rim with secure safety cover.
Nissan (model Sunny EXS automatic 1.3cc)
Contains fuel injection, electric power steering, and automatic lock system, anti –theft system which secures your car safety. CD player with FM/Am radio.
Despite this strong competition, Liana cares out a definite image and gain recognition among the targeted segments. We arrange our
product models by keeping In view competitors products and also consumer needs of customer so that our product is able to provide
customer value and satisfaction.
Distributor Review
Liana will be distributed through 2 different channels1. Authorized 3s dealer:
There are “65” 3S dealers of Pak Suzuki all over the Pakistan. That are providing three type of services under one roof
Sales Services Spare Parts
2. Non-Authorized :Many non-authorized dealers also contain Liana due to profit margin
that they can get from ON PRICE on Liana.
SWOT analysis
Objectives
We have set aggressive but achievable objectives for the second years (2007) of market entry.
Primary objective:We wish to achieve break even point in coming 2007, and aim to achieve 7%
market share, and sell almost 12000 units.
Secondary Objective:In long run to keep product in mature stage for a long time, increase the sale and to
maximize the profit in next coming year becomes the market leader in luxury cars.
Marketing Plan
Suzuki
Presented by: Atif Aziz MBP-7245