Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Buy Now $4.99
Standard view
Full view
of .
Look up keyword or section
Like this
0Activity

Table Of Contents

Data Analysis and Questionnaire Formation
Marketing Strategy Formulation
Pakistan Motorcycle Industry
Information gathered from the Web:
Graph 1: Motorcycle Production Stats in Pakistan in last 10 year
Graph 2: Motorcycle Sales Stats in Pakistan in last 10 year
Data provided by Atlas Honda Limited
Category 07/08 08/09 09/10 10/11 11/12
Increased Economic activities and higher GDP:
Rise of Automatic Scooters in India:
Major players in Indian motorcycle industry:
Table 7: No. of models of different companies in India
Comparison between Indian Motorcycles and Atlas Honda Motorcycles:
Table 8: Fuel consumption comparison
Table 9: Price comparison
Focus Group Questionnaire
In Depth Interviews with the Dealers
In Depth Interview Guide
Madni Honda, Chubergi, Lahore
Table 10: Model wise sales distribution of Madni Honda
Zubair Autos, Scheme Morr, Lahore
Table 11: Model wise sales distribution of Zubair Autos
Hamza Saeed Autos, Thokar, Lahore
Table 12: Model wise sales distribution of Hamza Saeed Autos
Arshad Autos, GT Road, Peshawar
Table 13: Model wise sales distribution Arshad Autos
Raja Autos, University Road, Peshawar
Table 14: Model wise sales distribution Raja Autos
Sources of Questionnaire:
Rationale behind Questions:
Higher Power Motorcycles:
Usage Patterns (Question 1 to Question 9):
Lower Power Motorcycles (Question 12 to Question 18):
Higher Power Motorcycles (Question 19 to Question 30):
Participant Profile (Question 31 to Question 37):
Coding of questionnaire
Findings from the Surveys
Overall analysis of four assigned cities
Statistical Analysis of Consumer Surveys:
Supportive data in Honda CD-100 decision
Supportive Data in 125cc decision
Supportive Data in 150cc decision
Factors affecting purchase decision:
Rating of Honda CD 100 on different attributes:
Rating of CG 125 Deluxe on different attributes:
Economic analysis of Pakistan
Gross Domestic Production (GDP):
Potential for the launch of 150cc:
Data from four cities
0 of .
Results for:
No results containing your search query
P. 1
Atlas Honda Limited, Pakistan_ LUMS MBA 2012 Project

Atlas Honda Limited, Pakistan_ LUMS MBA 2012 Project

Ratings: (0)|Views: 171|Likes:
Published by Usman Hanif Alvi
The report abridges a comprehensive over view of the motorbike industry of Pakistan with special emphasis on the consumer behavior and preferences with reference to vital aspects regarding purchase decisions. The key objective of the project has been the formulation of marketing strategy for Atlas Honda limited for their above 70cc category motorbikes. Atlas Honda limited is the market leader in motor bike industry of Pakistan and enjoys great reputation among its consumers. However the majority of the sales (around 80 %) of AHL come through Honda CD-70 bike and the rest is contributed by the other three categories i.e. CD-100, CG-125 & CG-125 Deluxe. CG-125 Classic/Regular is also doing well in higher end market while CG-125 Deluxe has been unable to win a considerable market share. The key challenge for AHL is to promote higher margin products against lower margin models. Therefore, the scope of the project is to trace loopholes in CD-100 and CG-125 Deluxe, and propose a new strategy to strike these markets.
The report abridges a comprehensive over view of the motorbike industry of Pakistan with special emphasis on the consumer behavior and preferences with reference to vital aspects regarding purchase decisions. The key objective of the project has been the formulation of marketing strategy for Atlas Honda limited for their above 70cc category motorbikes. Atlas Honda limited is the market leader in motor bike industry of Pakistan and enjoys great reputation among its consumers. However the majority of the sales (around 80 %) of AHL come through Honda CD-70 bike and the rest is contributed by the other three categories i.e. CD-100, CG-125 & CG-125 Deluxe. CG-125 Classic/Regular is also doing well in higher end market while CG-125 Deluxe has been unable to win a considerable market share. The key challenge for AHL is to promote higher margin products against lower margin models. Therefore, the scope of the project is to trace loopholes in CD-100 and CG-125 Deluxe, and propose a new strategy to strike these markets.

More info:

Categories:Types, Research
Published by: Usman Hanif Alvi on Mar 20, 2013
Copyright:Attribution Non-commercial
List Price: $4.99 Buy Now

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
See more
See less

03/20/2013

$4.99

USD

pdf

text

original

You're Reading a Free Preview
Pages 4 to 62 are not shown in this preview.
You're Reading a Free Preview
Pages 67 to 73 are not shown in this preview.
You're Reading a Free Preview
Pages 77 to 142 are not shown in this preview.
You're Reading a Free Preview
Pages 146 to 152 are not shown in this preview.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->