EXECUTIVE SUMMARY
HONDA SPARK Pvt. Ltd is a new entering partnership firm in the market. It aims to provide safe and convenient ride to the public.
targeting young boys and girls ,women of 18-28 years age.
Developing a Need that is not present but the reasons for the needs are there.
COMPANY HISTORY Established in 1962 as Atlas Autos Ltd with the
collaboration of Honda Motor Company Ltd. In 1964 it started its production and in 1979
Panjdarya Incorporation Ltd was established to expand its production.
In 1987 a factory was established in Karachi to manufacture the engine of CD 70 motor bike.
In 1992 another factory in Sheikhupura to produce Honda CG 125 engines was established.
Atlas Autos Ltd was changed into Atlas Honda Ltd
By 1995 AHL started to import its product to Nepal, Bangladesh, Sri Lanka, Middle East and Central Asia.
ISO 9002 certification and ISO 14001-2004 Environment Certificate.
Atlas has the country’s largest in-house manufacturing capability of motorcycles.
Karachi plant produces Honda 70 - 300 units/day Sheikhupura manufactures all four models of AHL i.e.
CD 70, Pridor, CG 125, CG 125 Deluxe and CD Dream.
Market Summary
Modes of Transportation is rickshaw, Qinchi or buses for young boys and girls.
Changes in the society in terms of women also contributing towards the family earning.
Safety concerns as dependant on the driver of the vehicle.
Market Needs
Currently there is to be a need created for a safe and self controlled mode of transportation for girls and boys being students. The need is to be placed in their and parents mind as a much safer and convenient way of transportation than Rickshaw and buses.
SWOT AnalysisSTRIENGTHS WEAKNESS Quality products Environment friendly Easy to approach outlets Only manufacturer in the market Light weight Affordable prices Availability of cheap consumer
financing Low maintenance Distribution Network
Limited target market Do not have own production plant Limited funds
OPPORTUNITIES THREATS Can expand local market Large room for innovation Still untapped market
New entrants in the market Law and order situation Conservative society New trend, chances of un acceptance
Competition
Direct Competitor: No Direct Competitor as new entry into this
field.
Indirect Competitors: Mode of transportations used by young
boys and girls are mostly Rickshaw and buses which can be considered as indirect competitors as planning a switch of those customers to HONDA HONDA SPARK.
Key Success Factors
Our unique selling preposition or the point of differentiation is that we are coming up with a scooter that is light in weight, economical because it consumes less fuel, is environmental friendly, requires less space, is cost effective and most of all its youth!!!
MARKETING STRATEGY
“The vision of HONDA SPARK is to provide world’s best two wheeler that is for everyone.”
Vision
Mission“HONDA SPARK’s mission statement is based on three fundamental values which are as follows: •Convenient travelling •Environment friendly•Continuous improvement”
Marketing Objectives
To introduce every literate girl of age bracket 15-28yrs to experience the ride of HONDA HONDA SPARK. By 2015.
Financial Objectives
To achieve the introductory target of selling 10,000units nationally generating Rs. Rs350,000,000 by year of 2015.
Target Market:
Basis of Segmentation
Target Segments
Age 18-28
Income Middle-middle, Middle-upper, Upper-lower, Upper-middle & Upper-upper
Profession Students & Young working boys girls and women
Lifestyle Modern & Independent
Geographic Area Urban
Benefits Quality, Economy & Convenience
Positioning Statement:
“To young boys and girls who find it difficult and have think before traveling to places, HONDA SPARK comes up easy to use, low cost, economical and more importantly your own personal scooter so that you can light up your life your own way.”
BUDGETSTotal per unit price of HONDA SPARK includes
Price of raw materials 9000
Electricity charges 5000
Other factory overheads 5000
Marketing 5000
Miscellaneous 1000
Profit on per unit 10000
Total price of HONDA SPARK
35000
Budgets In Different Promotional Activities:Electronic MediaChannels Time Durati
onTotal
Geo TV Prime time 1 Min 50000
ARY Prime time 1 Min 48000
Samaa prime time 6-8pm
1 Min 46000
Hum TV prime time 1 min 46000
Total 190,000
Print Media
page
Color Size Daily basis
Weekly basis
Charges
News paper & Magazine
Jang Mid colored Standard
Daily 5500
Express Front
colored Standard
Daily 4500
Dawn Back
colored Standard
Daily 7000
Daily times Back
colored Standard
Daily 3500
Akhbar-e-jahan
Back
Black & white
Standard
Weekly 2600
Total 23100
Bill boards:
Location Size Duration Total cost
Shahr-e-faisal
20*60
1 month 80000
Clifton 20*60
1 month 90000
Gulshan 20*60
1 month 60000
North Nazimabad
20*60
1 month 50000
Total 280000