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Department of
Executing Summary
Suzuki Pioneer Motors has successfully managed the operations of all departments. I would like to
highlight the sales, parts and service department's contribution by which the company has occupied a
distinctive position in the market. Being the only dealership in the south Punjab region the company is
surrounding by intense competition but co-ordination of all departments and top management's
commitments proves the customers caring claims to in real sense. During my internship period, I
instigated the practice which I studied in my course and found so much relevance between the practical
scenario and theoretical rules. Suzuki Pioneer Motors motors emphasis on the standers which are set by
the business management sciences so the examples can be found in the operation of all departments
Acknowledgements
I would start this report by saying that ALLAH Almighty has graced me with enough energy to work in
this report.
He really encourages me to complete this report in a very short period of time & provided me helpful
DEDICATION
Brief History: Pak Suzuki Motor Company Limited was formed as a joint venture between
Pakistan Automobile Corporation and Suzuki Motor Corporation (SMC) Japan.
The Company was incorporated as a public limited company in August 1983 and started
commercial operations in January 1984. The initial share holding of SMC was 12.5% which was
gradually increased to 73.09%.Pak Suzuki is pioneer in Automobile Business having the most
modern and the largest manufacturing facilities in Pakistan with an Annual production capacity
of 150,000 vehicles. The vehicles produced include cars, small vans, Pickups, Cargo vans and
Motorcycle. Pak Suzuki holds more than 50% Market Share.
Following the aggressive policy of Indigenization, Suzuki vehicles have a healthy local content
up to 72%. This was made possible by strong support of our vendors.
Pak Suzuki has the largest Dealers network offering 3S (Sales, Service and Spare Parts) facilities
across Pakistan. Caring for the Environment Pak Suzuki was pioneer in introduction of Factory
fitted CNG vehicles. Pak Suzuki always endeavors to go aggressively for the sound development
of the society by increasing motorization, industrialization and creating job opportunities thus
improving the people‟s living standards with the combined efforts of all the dealers, vendors and
Pak Suzuki employees. Pak Suzuki is also exporting Suzuki Ravi pickup, Liana and components
to Bangladesh and Europe thus earning precious foreign exchange for the country.
Suzuki the 1st in Pakistan, Pioneer in Pakistan automobile industry, largest dealership network,
highest market share, has become a household name.
Company increased its market share from 58% of last year to 62%.
Pak Suzuki Motor Company Limited (PSMC) has witnessed a 35 per cent YoY growth to
70,162 units in 8MFY12 as against the sales of 52,067 units in the same period last year. Highest
growth was observed in the sales of Suzuki Swift of 86 per cent YoY to 4,500 units as against
2,420 units in the same period last year. Suzuki Cultus under the domain of 1000cc segment
witnessed a handsome 38 per cent YoY jump in its sales to 9,573 units in the comparison of
6,919 units in the same period last year, followed by Suzuki Alto whose sales also experienced a
massive 32 per cent growth to 9,854 units versus 7,438 units in the same period last year. Above
all, Suzuki Mehran and Suzuki Bolan both segments posted growth of 37 per cent YoY and 47
per cent YoY respectively.
Indus Motor Company Limited (INDU) witnessed a four per cent YoY growth in sales to
34,366 units in 8MFY12 as against 32,991 units in the same period last year. Hilux, under pick
up segment led the growth in sales of the company with a gigantic 88 per centYoY to 2,561units
as against 1,374 units in the same period last year. Toyota Corolla posted an upsurge in sales by
six per cent YoY to 29,040 units as against 27,423 units in the same period last year. Cuore
remained as the only segment of the company whose sales experienced a substantial decline of
34 per cent YoY to 2,765 units as against sales of 4,194 units in the same period last year.
Honda Atlas Cars Pakistan Limited (HCAR) has posted a biggest decline in its sales of 33 per
cent YoY to 7,024 units in 8MFY12 as against 10,444 units in the same period of previous year.
The plunge in the sales of the Honda cars was primarily because of the substantially lower sales
of its both brands Honda City and Civic. Sales of Honda Civic were decline by a massive 37 per
cent YoY to 2,781 units as against the sales of 4,446 units while sales of Honda City were lower
by 29 per cent YoY to 4,243 units as against 5,998 units in the same period last year. The main
reason behind the decline in the sales of was suspended operation from December 2011 to
February 2012 on the back of unavailability of the parts owing to floods in Thailand from where
the company imports CKD kits.
As far as the market share is concerned, Pak Suzuki Motor Company leads the market with 63
per cent market share followed by Indus motor company and Honda Atlas Cars with 31 per cent
and 6 per cent market share in 8MFY12.
Comparison is showing that Pak Suzuki is going well than other automobile units.
Vision
To be recognized as a leading organization that values Customers‟ needs and provides motoring
solutions with strong customer care.
Mission
• Provide a platform where our stakeholders passionately contribute, invest and excel.
C.E.O(Owner)
Director
All policies are made by Pak Suzuki, but C.E.O and Director and Mangers are full aware with
market they know how to deal with Multan market. Therefore, they call a meeting in which
senior employees and all managers contribute and give their opinion about what policy,
procedure should be followed so, by discussing with each other they follow a complete
formulated policy.
Number of Employees
There are 100 plus number of employees in the Suzuki Pioneer Motors and has set up four
departments which are as under
• Sales department
• Accounts department
• Service department
• Spare parts department
There are almost 100 plus numbers of employees in Suzuki Pioneer Motors and has set up four
departments just like Sales department, Accounts department, service department and Auto spare
parts department. In sales department there are almost more than 15 employees work and in
accounts department there are almost 16 employees work or in service department there are
almost 60 employees work or in the spare parts department there are almost 15 employees work.
Job Description:
Most of employees hold MBA degrees especially the employees which are working at
Customer Care department and Sales Department.
Some employees doing MBA with their job Question arises Is MBA degree required???
Answer is probably yes because of Job assignments now take a view of Job assignments.
Customer care department: need computer expert because of most the works of this
department are related to computer, used CRM software
Accounts department: B.Com and M.Com required because its related accounts simple
In most of the organization it is the duty of HRM to recruit employees, right man for right job.
Suzuki Pioneer Motorshas no HRM so, every department manager mostly recruit fro employees.
Job Satisfaction: Employees are satisfied if we analyze Maslow hierarchy physiology, safety,
love, esteem and self actualization. We will see that Suzuki Pioneer Motor sis giving all this
factors to employees therefore Employees are satisfied.
Sales department: According to employees they are satisfied because members of sales
department feel they are like a family. They respect each other, can give time to their study
because of relax timing of organization.
Service department: Employees are satisfied because they are applying their skills.
Customer Care department: Employees are satisfied because they feel that we are who making
organization relation with customer.
Simply we can say all employees are satisfied due to good environment of organization and
skilled managers.
Pak Suzuki is built on the idea of a responsible corporate citizenship thereby managing
quality, environmental, safety & occupational health matters as an integral part of our
business. In fulfilling this responsibility Pak Suzuki adheres to the following fundamental
principles:
4. We ensure safe disposal of waste generated from our facility and will minimize the
discharge of waste materials into the environment by utilizing responsible pollution
control practices.
Organizational Hierarchy
Display of Accounts
Products department
Sales Department
Sales
Manager
Sales
promotion
offiers
Comp OPT
Sale Executive Sales Exec. Sales Exec.
SPOs
Service Department
Service
Manager
technician
Sales Department
Sale department deals in new and used vehicles. They maintain the stock of cars in the
showroom and entertain every customer who is interesting in buying and selling the Suzuki
vehicles. Another department which is not the part of sale department but it is situated in sale
department is IT department, because the designation of IT coordinator and (CCM) Customer
Care Manger hold the same person, IT coordinator is responsible of any trouble shooting,
networking related issues and Software problems. (DMIS) Dealer Management Information
System and (CRM) Customer Relation Management are software‟s, used in the Suzuki Pioneer
Motors Motors.
There are 10 numbers of employees, working in the sale department. There are two types of
clients who enter in this department.
i. Cash Customers
ii. Through Financial Institutions like banks.
The customers are dealt by the Sales Promotion Officers who treat them politely and answers the
customer‟s quires and provide them complete information about price, availability of vehicles,
color choice, document etc.
Suzuki Pioneer Motors have set very straight and simple methodology for clients. Five Sales
Promotion Officers are always available on Front Desk for the assistance of clients.
Sales Return procedure is unified for every dealership. Company has set parameters in which
sales return or warranty claims are entertained and company can be held responsible for any
claim if the defect is found in 40,000 km or 2 Years of use.
Accounts Department
Account department is managed by an account manager who is responsible for making all the
financial reports for a specified time. This department also holds the responsibility of preparing
the payroll of all employees. These all activities are performed by DMIS.
Service Department
Service department is the busiest department in the Suzuki Pioneer Motors which not only
provide service but also advice the drivers/owners of the vehicle for long lasting performance
and peace of mind. For the purpose of providing quality and assurance services, the company has
set a big work shop and has latest and upgraded equipment for maintenance.
Dealership is so conscious in customer related matters and Customer Care Managers remain very
Close to customer and handles any problem wisely. The clients who are served by the dealership
are called by soon after 72 hours by Customer Care Manager and asked about any inconvenience
faced. If there is any complaint from clients, first it is resolved and customers are assured then
the cause of complaint is found. Having gone through the process, Customer Care Manager
presents report to the General Manager who ensures that the sailing is smooth and the
satisfaction of customer is achieved. This is a fast mechanism for managing and scheduling
In this way customers are encouraged to keep long lasting relationship with dealership became a
loyal customer, because retaining of customer is far more difficult than to acquire a new one.
The customer is different in nature, their needs are different in this matter the employees of
Suzuki Pioneer Motors are taught few guidelines to handle the customers.
CRO is responsible for overall implementation of customer care activities which should
result in building life long relationship with customer. The purpose is to achieve the
objectives of Recommend, Revisit and Repurchase.
8. Supervision of system for timely follow-up for next due maintenance by sending follow-
up letters
9. Attending the special customer’s vehicle (Repeat job), supervise the required jobs.
Suzuki Pioneer Motors Motor's structure is specific, classified, has group the job in
departments efficiently which comes in the departmentalization. Each department
performs its function that reflects the organization's purpose and work.
Every Suzuki vehicle is composed of 20,000 to 30,000 Genuine Parts. They have the
optimal design and specifications tailored for the specific vehicle type and model. Every
part has passed Suzuki‟s rigorous test standards for performance, quality durability,
safety and comfort.
We recommend you that you choose Suzuki Genuine Parts, when you need to repair your
vehicle or replace consumable parts such as brake pads, air filters, etc. Each Genuine
Parts is the perfect match for your Suzuki vehicle.
By choosing Suzuki Genuine Parts and Services, you can maintain your Suzuki in Top
condition at all times.
Main Clients
The following are the list of main clients of Suzuki Pioneer Motors
• Banks
• Corporate Clients
• Pepsi
• Master tiles and Sanitary Fittings
• Toyota Motors
• Honda
Pak Suzuki Motor Company is a Pakistani subsidiary of Japanese automaker Suzuki Motor
Corporation. It is the Pakistani assembler and distributor of cars manufactured by Suzuki and its
subsidiaries and foreign divisions
Product line
Automobile:
• Swift (1328CC)
• Liana (1328)
• Cultus(1000CC)
• Mehran (800CC)
• APV CBU (1500CC)
• Jimmy 4 X 4 CBU (1328CC)
• Bolan Van (800CC)
• Cargo van (800CC)
• Ravi Pickup (800CC)
Motorcycle:
Pak Suzuki has adopted the product brand strategy in which one particular name is assigned to
one particular product which reflects just one positioning and hence is restricted to that
positioning. In other words for each new positioning there is a new brand name and different
positions.
Take the example of Mehran Car, a particular name is given which is positioned for the low
income level customers and its feature of fuel efficiency differentiates it from the cultus car
which is famous for luxurious.
Suzuki CULTUS
Specifications:
Overall Length (mm) 3845
Overall Width(mm) 1590
Overall Height (mm) 1380
Kerb Weight (kg) 650
Seating capacity (person) 5
No of Doors 5
Wheels and Tyres
Wheel Type Steel
Transmission
Gears/Speeds 5-speed Al
Engine
Displacement cc 997
Engin Power (PS@rpm) 60.35 [60.20] @ 6,000
Suzuki APV
• G15A, 4 Cylinder, 16-Valve, Euro-2 Compliant Engine for improved fuel efficiency
• 5 Speed Manual Transmission
• Multi Point Fuel Injection System
• Integrated Module type/CD with MP3
• Revised Rear Suspension for smooth Ride
• Rack & Pinion Steering System
• Manual Air Conditioner
• Low Fuel Warning Lamp
• Available in Solid White, Silky Silver and Graphite Grey Colors
• 8 Persons Seating Capacity
Specifications:
WEIGHT
Kerb weight M/T (min.)/(with full kg 1,140-1,340
options)
Kerb weight A/T (min.)/(with full kg 1,300-1,340
options)
Gross vehicle weight kg 1,950
Suzuki SWIFT
Suzuki LIANA
Specification:
Engine
Displacement cc 1328
Engin Power (PS@rpm)
Torque (Nm@rpm)
Valve Mechanism
Compression Ratio
No of Cylinders (cylinder) 4
Cylinder Configuration
Valves per Cylender (value)
Fuel System
Capa
cities
Seating Capacity (person) 5
Suspensions
Front Suspension McPherson strut and coil spring
Rear Suspension Strut coil spring
Brakes
Suzuki MEHRAN
Specification:
No of Doors 5
Steering
Steering Type Rack and P
Power Assisted N/A
Minimum Turning Radius (meter) 4.4m
Fuel Economy
Tires 145 / 70 SR 12
Transmission
Transmission Type Manual
Gears/Speeds 4-forward
Engine
Displacement cc 796
Engin Power (PS@rpm) 39.5/5500
Torque (Nm@rpm) 59/3000
Valve Mechanism N/A
Compression Ratio N/A
No of Cylinders (cylinder) 3
No of Cylinders (cylinder) 3
Capacities
Suspensions
Front Suspension Strut coil spring
Rear Suspension Leaf Spring
Brakes
Suzuki JIMNY
Specifications:
Engine Petrol
Drive system 1.3L(*2) 1.3L VVT
Part-time 4WD
Transmission 5MT 4AT 5MT 4AT
Steering LHD/RHD
Number of doors 3
DIMENSIONS
Overall length Front bumper to rear bamper (*1) mm 3,545
1,670
1,705
Wheelbase
mm
2,250
Tread Front mm 1,355
Rear
mm
1,365
Minimum turning radius (*1)
m
4.9
Minimum ground clearance
mm
190
Approach angle
deg.
34
Ramp breakover angle
deg.
31
Departure angle
deg.
46
CAPACITIES
Type M13A
Number of cylinders 4
Number of valves 16
Pisiton displacement cm3 1,328
Bore x stroke mm 78.0 x 69.5
Compression raito 9.5
Maximum output kW/rpm 60/5,500 62.5/6,000
Maximum torque N・m/rpm 110/4,500 110/4,100
Fuel distribution Multipoint injection
TRANSMISSION
WEIGHTS
Specifications
Steering No of
Doors
Steering Type N/A
Fuel Economy
Tyres
Transmission
Gears/Speeds 4 forward
Engine
Displacement cc 796
No of Cylinders (cylinder) 3
Capacities
Suspensions
Front Suspension Strut
Suzuki RAVI
You can see Swift any part of Pakistan, before crossing a road many Swift cars take over you. I
thought, I should talk about Swift but remember there is another product of Suzuki is Liana but
Liana is a failed product.
SWIFT
Suzuki Swift is a well-known brand of Suzuki. The Market of Swift has expanded in various
parts of the world like Australasia, Europe, India (Maruti Suzuki) and North America. From the
initial time of production to current period Swift has passed through various technical and
mechanical changes.
With success stories in countries across the globe, the new Suzuki Swift has embarked its
journey in Pakistan. From the very beginning of the new Swift‟s development programme, a
dedicated team of Suzuki designers and engineers collaborated extensively with automotive
professionals and motoring enthusiasts in pursuit of Suzuki‟s best compact car ever.
Suzuki on track of its radical programme of innovation, to reaffirm and strengthen Suzuki‟s
position as a leader and innovator in compact car segment and to yield vehicles that embody
unique position of company being market leader in automobile industry.
In pursuit of this and satisfying market need of a compact car with latest technology which also
meets international mark; Suzuki Engineers went into relentless effort to come up with new
Suzuki Swift and modify it according to the needs and requirement of Pakistani customer. New
Suzuki Swift has short yet impeccable history of Success, rewards and accolades.
With Car of the year awards in Australia and New Zealand, Asian countries like Japan, China
and India and European countries such as Belgium, Spain, Ireland and United Kingdom; and
marked century of awards in other criteria, new Suzuki Swift is continuing its journey of success
in Pakistani Market.
The current generation of Swift is third generation which has introduced in 2010 and currently
continuing its production in Pakistan. Interior and exterior configuration is very good, 4 cylinder
engine working extremely fast with six speed manual transmission. 18-inch wheels, the car now
features a large rear wing, new headlights and rear lighting clusters. Are great addition in its
specifications and features.
LIANA
The new imported model of Pak Suzuki Liana 1300cc (petrol) car has been unable to achieve the
popularity level among car lovers in Pakistan as the company expected before its import, a
company source told the Daily Times here on Thursday.
The source said: "The sales of Liana vehicle have dropped by over 20-25 percent in the first
quarter of the current fiscal year, but the demand for its CNG model is on the rise."
"The marketing department of the company have said that the top management of Pak Suzuki has
failed to market Liana (petrol) in Pakistan," the official claimed. "Around 1000-1200 Liana cars
(petrol) are ready to sell and parked at the Suzuki company, but people are not showing interest,"
he added. A dealer said the company has started converting the Liana petrol car into the CNG as
the CNG vehicle is being sold at on-money of Rs 20,000-Rs 35,000.
In the beginning of this calendar year, Suzuki Company launched Liana in Pakistan, but it has
been importing this car since 2005. The Suzuki Co launched it to compete with Toyota's 1300
power engine and Honda Civic being manufactured or imported by Indus Motor Company and
Honda Atlas Car Company. Car dealers are also importing five-year-old vehicles of Toyota
under the luggage and gift schemes.
Before introducing Liana 1300 cars, the company has completely vanished its most popular
brand Suzuki Balleno, whose demand was up throughout the country. The demand for old
Balleno car is still moving up in the second-hand car markets.
Pak Suzuki is now manufacturing most popular brands of Suzuki Mehran, Cultus, Alto cars and
Suzuki High Roof (Bolan) in Pakistan. The company is likely to achieve its production target of
115,000 vehicles.
According to market sources, the company has booking for four months for Suzuki Mehran, six
months for Suzuki Cultus and Alto and Bolan. The demand for Suzuki Mehran is much higher in
the country and the company is producing around 150-175 Mehran units per day.
Market experts said that there is demand for 350-400 units per day of Suzuki vehicles throughout
the country, but its production target is not above 300-325 units per day. According to latest
statistics, auto assemblers sold 40,800 cars in the first quarter 2006-07 as compared with 36,200
units in the same period of last year, representing a 10.5 percent growth. Moreover, total car
production soared by 12.8 percent from 36,200 units in July-Sept 2005-06 to 40,000 units in
July-Sept 2006-07.
Pak Suzuki, the largest car producer in the country, sold 22,200 units in July-Sept period, a 16.4
percent increase compared with 19,100 units in the same period of last year. The company sold
8,500 units of its Mehran model, which indicates a 2.7 percent decline as compared with 8,700
units in the first quarter 2005-06. Suzuki Alto's sales, that make up a huge portion of the overall
car sales, rose by 58.7 percent from 3,400 units to 5,400 units in the first quarter of 2006-07. On
the other hand, Suzuki Cultus also showed a phenomenal growth of 25.5 percent from 5,000
units in the first quarter 2005-06 to 6,200 units in the first quarter of 2006-07.
Car sales of Indus Motors improved by 61.1 percent from 7,600 units in July-Sept 2005-06 to
12,300 units in July-Sept 2006-07. Among the total sales, Corolla sales were up by 57.4 percent
from 5,700 units in the first quarter of 2005-06 to 9,000 units in the first quarter 2006-07 while
Cuore's sales also improved by 72 percent to 3,300 units from 1,900 units in July-September
2005.
Santro, a Dewan Farooque Motor variety, sales have fallen by 32.2 percent from 1,400 units to
900 units in July-September 2006. Besides DFML, different varieties of Honda have shown a
significant decline in the first quarter this year.
Total car sales of Honda Atlas declined by 43.3 percent from 8,200 units to 4,600 units in this
quarter. Honda Civic sales have dropped by 55.6 percent from 3,600 to 1,300 units in the first
quarter of this year. City's sales also fell by 33.5 percent in July-Sept 2006, from 4,600 units in
the first quarter of 2005-06 to 3,000 units in the first quarter of 2006-07. The market share of Pak
Suzuki for locally-assembled cars improved from 52.6 percent to 55.4 percent. The total market
share of Honda Atlas Cars fell from 22.6 percent to 11.6 percent.
SWFIT LIANA
Marketing Mix
• Product
• Price
• Place (Distribution)
• Promotion
I have already explained about product, product‟s features and their in this portion
I will discuss about Suzuki Pioneer MotorsMarketing Mix strategies.
Product/Service Mix
Pak Suzuki has two types of products automobile and bikes, Suzuki Pioneer Motorsonly work for
automobile, but due to strong competition Suzuki Pioneer Motorshas started to keep bikes also in
its dealership.
Spare parts department and service department of Suzuki Pioneer Motorsalso included in product
(service), Spare parts produce more profit than new cars because a person not purchase car
monthly or weekly but clients come at Suzuki Pioneer Motorsfor Car service or replacing spare
parts.
Pak Suzuki has distributed dealership grade according to their sales and give target to dealership
because Suzuki Pioneer Motorscome under Grade A.
Annually 1200
Monthly 80 to 110
Approximately Suzuki Pioneer Motorsis achieving the target since last 10 year that‟s why our
organization is one of the best organizations over all networks
• Exchange program
• Banks Visits
Respect
Responsibility
Responsiveness
Rice
Rejoice
Pricing Strategy
All prices of Suzuki vehicles are decided by the Head Office (Pak Suzuki Motor co. Ltd.). All
dealers in Pakistan are bound to deal in the given price. Dealers can neither increase nor decrease
and set any pricing strategy on its own. The following is the price list of Suzuki vehicles.
The prices are quoted in Pakistani currency are inclusive of Taxes and Duties Ex-Bin Qasim
plant based on Current rates. However if new Taxes/Duties are levied and rates of existing
Taxes/Duties structure are revised by the Government of Pakistan, the impact of such
levies/revisions would be born by the purchaser and the prices prevailing at the time of delivery
will apply.
Distribution Policy
Measure our success in key areas and processes that affect our customers, our employees, our
shareholders or other stakeholders Source
Implementing of KPIs
For Implementation of KPIs first of all collect the data from the customer then take best action
and report to the management for improving the performance
• Daily
• Weekly
• Monthly
Reporting to the Pak Suzuki Motors via Software CRM & DMIS
Promotional Strategy
Suzuki Pioneer Motorspay especial attention towards the promotional strategies. They organize
such events that not only stimulate sales but also provide awareness in the general public. These
events and activities also keep updated employees. The following are the names of events held in
the dealership for promotional purposes.
• Suzuki Carnival Free Check-up Festival Suzuki Used Car Exchange Gala.
• Bank Alflah‟s 30 seconds
Strengths
• LowPriceVehicles
• Easy available of spare parts.
Weaknesses
Opportunities
• E f f i c i e nt E f i e n gi n e
Threats
• New and emerging markets for branded used and new vehicles
• Delay in adoption of any technological change that makes existing equipment potentially obsolete
• Increase in duties and taxes may cause the prices of vehicle increase
• Inflation rate
• Heavy Taxes
PEST ANALYSIS
Uncontrollable environment are those external factors which can prohibit us or concrete hurdles
between us and our business. It is also called pest analyses which are as follow:
Political Environment:
Pakistan has to face lots of ups and down since its independence. So many governments have
been broken down by military authority and most of the time marsh law applied on Pakistan.
In this scenario no entrepreneur was willing to invest in Pakistan except few. Due to this
market environment wasn‟t so good in Pakistan. Anyhow Pakistani government never been
Economic Environment
Pakistan, an underdeveloped country, has suffered from decades of internal political disputes
However, IMF approved the government policies, encourages by different foreign assistance and
renewed access to global market since 2001.By following these policies government succeed to
Socio-Culture Environment
Pakistan has strong culture background and it has been follow in some particular region of
Pakistan strictly. But with the passage of time it is going to change. Thoughts of people, choices,
taste and style has been totally changed.
If we talk about the transportation source in Pakistan, People use pickups etc for journey. They
also have their own as well for example cycle; bikes etc. and lots of people are walker. But now
the people who haven‟t any source of transportation they also want something for their
convenience because they wants to save their time as much as they can. People want to use such
vehicle which looks beautiful and also affordable.
Technological Environment
Technological factor also very important and we haven‟t control on it. Technology is grooming
with the passage of time. People also want that the product that they have is full of technology.
We never control on technology for example you launched the product last year and your sale
volume on that time is very high but after sometime due to latest invention a lots of substitute
exist in market which affect on your business so you can‟t hold on it.
It was established in 2001 now a day Mr. .Sheikh Akhtar Hassan is running as a CEO.The
building of the Suzuki Pioneer Motors is double story. The first flour comprises the office of the
CEO and Account department and remaining sales, service and spare parts department set on
ground flour but all departments are in coordination with each others.
Training program
There are four departments in Suzuki Pioneer Motorsand I spent my internship duration in three
departments. First of all I started from the Sales Department and gained very comprehensive
knowledge of sales techniques. Although it was difficult for me to be fully aware of all
management skills due to the limited time period but I tried my best to learn the maximum
practical realities. Sales Department has a very unique structure comprises on GM of all
company whose office is situated in Sale Department, Senior Sales Manager , Sales Manager ,
Customer Care Manager, and five numbers of sale Promotion Officers.
1- Cash
2- Through bank
Cash customer brings 100% payment in advance in shape of Demand draft or Pay Order in favor
of (Pak Suzuki Co. Ltd. Karachi) and those who are unable to pay full payment and want to pay
in installments purchase vehicle on lease through banks. Banks issue them a purchase order to
company, but for both type of customers CNIC and National Tax Number is compulsory.
Advice-cum-Invoice is prepared and a copy is sent to FBR for tax purpose and finally delivery
letter is prepared before delivering the vehicle.
Spare Parts Department is situated at the back side of the Sale Department and deals in the
genuine spare part of the of the Suzuki vehicles. This department maintains three types of spare
parts in its inventory which are as under.
This department is supervised by a Director with one Parts Manager and Assistant Parts
Manager. Function of spare parts department starts from the ordering the parts from
Manufacturing Plant which is in Karachi. After receiving the Cargo from Karachi, parts manager
maintains the record of the received parts in the DMIS. These parts are issued by the manager
parts on the written request of Technician. Manager enter the details of issued parts in the DMIS
and keep the one copy of Requisition From, in this way the record of inventory is updated. Parts
manager also prepare a daily report in excel which shows the list of issued parts, price, and
profitability. Company gives warranty to customer of parts till 40,000 km which means before
the running of 40,000 km millage, if the part found defective then company is responsible to
compensate.
Last but not the least Service Department is the biggest department in, Suzuki Pioneer Motors
Motors. This department has very comprehensive procedure of operation that starts from the
entrance of the work shop where advisors stand and notes the particular of the coming vehicles
such as, Owner‟s name, registration number, chassis number, millage etc. After observing the
whole vehicle, advisor prepare a statement contains the nature of the job/maintenance is required
to be done. The vehicle data is further moved to the computer operator who sits in the Service
Department‟s Reception, prepare job Card (a document of previous and the present history of the
vehicle) with the help of DMIS. Job Card is sent to the related technician who starts his job and
writes the detail of all day work in a document called work progress sheet and provide it to the
Supervisor at the end of day. After completing the job, technician hands over the vehicle to the
Service manager who assures the final inspection and checks the customer ordered repairs. After
final test the customer pass the bill to Cashier at service department„s reception and received the
bill in printed form with all details.
Suzuki Pioneer Motorshas no any separate Marketing Department. Sales Department cover the
all those activities which comes under the heading of 4ps.
Service department I worked at CRM, CRM is software it reminds employee that you have to
remind your customer for service actually it is connected with data base where all customers‟
data is saved. At CRM I have worked for 10 days prior call and post service call. Prior calls
means software shows that this customer‟s car has to service and employee call to customer for
remind.
Post service call mean when customer went back after service employee call to customer after 4
days of service for asking if you have any complaint about service tell me.
I have learnt lot of things and get experience of practical work from Suzuki Pioneer Motors
• Suzuki Pioneer Motorshas historical reputation in the market due to the strong culture of
customer service and satisfaction. This reputation is an ease to enter in dig gerent
segments
• Recording of any promotional event should be played on Cabell Network so that the
customers who were unable to attend the event can watch in their convenient times.
• The designation of Customer Care Manager and the information Technology coordinator
holds the same person in the Suzuki Pioneer Motors motors. It can create problem
because managing the whole IT infrastructure requires more time and effort but on the
other hand resolving the customer issues needs special skills. it would be difficult for the
same person to perform both responsibilities and organizational goal may be suffered
• There is no proper set of cafeteria in the building of dealership. It would be welfare for
the employees if a well organized cafeteria is opened
• Preferences should be given in Human Resource concerns
• Promotion, reward system should be revised that will motivate loyalty among the
employees and eliminate the turn over and absents.
CONCLUSION
Pak Suzuki Motor products renowned for their quality, durability, safety, fuel economy, and
resale value are appreciated by customers in Pakistan. There has been high demand for Suzuki
which is the market leader in this segment. Pakistan is the highest producer of Suzuki in Asia.
The reasons that can be given to provide justification to our conclusion are as follows: In present
society and living way, the Brands not only represent the symbol of the company or product but
to a larger extent define the general life of a person. What the person uses can reflect his taste of
life, his status in the society, his economic background and many other things. This makes a deep
connection between the company and its brand, with the consumer. In this two way relation both
are dependent on each other for various different reasons. Customers purchase the specific brand
things just due to the brand name. Customers believe that brand name is a symbol of quality. We
came to the conclusion that when consumer purchases a car, brand names influence his choice.
Customers choose the well known car brand. The brands of Suzuki which are of real attention
and attraction i.ie Honda and Toyota has great impact on the psyche of the people. when
customers go for purchasing a car, they prefer by that creative perception. Honda & Toyota is
less loyal to customer due to its high cost, low reliability, low performance, and lack of 3S
availability, high cost of maintenance and Spare Parts and shape as compare to Toyota. Honda
City model 2005was highly drop down because the car shape was did not appreciated in
Pakistan moreover it was also failed in specific duration because of side mirror of the car the
reason was that the side mirror was resisted by pillar of front quarter window which customer felt
uncomfortable when he/she viewed back side. These problems had been shifted from the loyal
brand. If a Customers delighted by Suzuki he/she does not want to try Honda City car because
they have no much information about it and vise versa. We feel that the purpose of this study has
been fulfilled to some extant. The theory describe that brand name has a power, which attracts
the customers towards branded products. We founded that SUzuki attracts more people.
Glossary
‘A’
Automobile: motor car or car is a wheeled motor vehicle used for transporting passengers
‘B’
‘C’
CRM: Customer Relation Management is a model for managing a company's interactions with
current and future customers
‘D’
‘E’
‘F’
Feed Back: The degree to which carrying out work activities required by a job results in the
individual‟s obtaining direct and clear information about his or her performance
‘G’
General Manager: An individual who bears responsibility for the overall performance of the
organization or one of its major self-contained divisions
‘H’
Human skills: The ability to work well with other people individually and in a group
‘I’
Imported: An approach to going global that involves selling products at home and that are made
overseas
‘J’
Job card: a document of previous and the present history of the vehicle
‘L’
‘M’
Management: Coordinating work activities so that they are completed efficiently and effectively
with and through other people
Manager: Someone who works with and through other people by coordinating their work
activities in order accomplish organizational goals.
Market Economy: An economic system in which resources are primarily owned and controlled
by the private sector.
Market Strategy: a process that can allow an organization to concentrate its resources on the
optimal opportunities with the goals of increasing sales
Market Value: The amount for which something can be sold on a given market
‘O’
‘P’
Planning: The process of setting goals and deciding how best to achieve them
‘Q’
Quality: The ability of a product of or service to reliably do what it‟s supposed to do and to
satisfy customer expectations
‘R’
‘S’
Strength: Any activities the organization does well or any unique resources that it has
‘T’
‘V’
‘W’
Weaknesses: Activities the organization does not do well or resources it needs but does not
possess identifying