GROUP MEMBERS

ABID ALI IFTIKHAR ALI IFRAH SALEEM ROOHUL AMIN

INTRODUCTION
HONDA get started in 1930’s. Established as company on 24 sept.1948. Its main headquarter is in TOKYO,JAPAN. SOICHIRO HONDA, the founder TAKEO FUKUI,the CEO.

1959 HONDA motorcycles… First dealership in UNITED STATES. IN 1964 HONDA ENTERS INTO THE F-1 RACE 1981 HONA PRODUCES THE 1ST EVER HONDA CITY CAR. 1983 HONDA COME BACK TO F1 RACE

CONT…
1987 THE FIRST EVER AIR BAG SYSTEM WAS INTRODUCED. 1989 VTEC ENGINE WAS INTRODUCED NOW

HONDA is 5th largest automobile manufacturer in the world, 2nd in Japan behind Toyota.

HONDA ATLAS MOTORS PAKISTAN
A joint venture between HONDA Motor Company Ltd.Japan and Atlas Group Of Companies. Started its working on 17 April 1993 Official inauguration by President Farooq Ahmed Khan Laghari.

“SLOGAN”
HONDA official slogan is

“THE POWER OF DREAMS”
HONDA has never used its slogan to sell its products

BUT

CONT… It was Mr. HONDA ‘s belief that well built products sell themselves.

MISSION STATEMENT
We see "The Power of Dreams" as a way of thinking that guides us and pushes us forward. The strength of our company comes from this philosophy — which is based on the visionary principles of our founder, Soichiro Honda. We see the world not as it is, but as it could be. We see the world through the eyes of dreamers. Because we are a company founded by a dreamer. And we are a company built on dreams.

PRODUCTS
Honda Atlas Cars (Pakistan) Limited is offering different models of Honda cars motorcycles,generators,water pumps in wide range of colors with unique technological and other features.

CARS
Accord

CRV

Civic

MOTORCYCLES
CD-125

CD-100

CD-70

GENERATORS
EU1000iA 1000 watts, 120V EU2000iA Camo 2000 watts, 120V EU6500iSA 6500 watts, 120/240V

PRICE
ACCORD: 4600000 CR-V : 4200000 CIVIC: 1900000(AUTOMATIC) CIVIC: 1820000 CITY: 1200000

CONT…
MOTOR CYCLES • CD125:72000 • CD100:75000 • CD70:45000

PLACEMENT

PROMOTION
HONDA promotes its products through; Ads,billboards,tv, Sponsoring sports events Customer service Environment friendly automobiles

PROMOTION AD

MARKET SEGMENTATION

HONDA has segmented its market in a way that its ACCORD &CR-V is for elite class HONDA CIVIC for upper middle class HONDA CITY for only middle class

TARGET MARKET
• Honda North in particular and Honda Motor Co. Ltd. In general always has targeted upper class groups, upper middle class, and middle class& have been very successful in maintaining its target market and providing with the products of their needs.

MARKET POSITIONING
HONDA HAS MAINTAINED A DISTINCTIVE IMAGE DUE TO….. STRONG BRAND NAME UNIQUE STYLE & DESIGN COMFORT SAFETY LOGO SLOGAN “THE POWER OF DREAMS”

ABOUT COMPETITORS

THE MAIN COMPETITOR OF HONDA IS TOYOTA

CONT…
TOYOTA MAINLY STRESSES ON INCREASING THE SALES VOLUME AND BRAND NAME IMAGE SUZUKI STREESES ON THE PRICES AND IT COMPETES WITH DREAMS SO THERE IS A WAR OF SALES AND PRICES WITH DREAMS

PORTFOLIO ANALYSIS
BCG MATRIX SWOT ANALYSIS

Strategic Business Units
AUTOMOBILES MOTOR CYCLES GENERATORS WATER PUMPS JET ENGINES

BCG MATRIX

SWOT ANALYSIS

STRENTHS
Brand name image Smoother drive as compared to competitors Efficient performance Quality – ISO Certification Highly loyal, committed and motivated employees Hardworking, experienced and qualified staff

CONT…
Bonuses and reward system for employees Technology STAY CLOSE TO CUSTOMERS. UNDERSTAND THEIR NEEDS. EXCEED THEIR EXPECTATIONS

WEAKNESSES
Honda in Pakistan has a lower sales value than Suzuki and Toyota. Its Distribution Centers are less People of Lower Class are unwilling to buy it because of its image as high status car Honda’s are expensive to buy and maintain then its counterpart rivals. It faces a long road in gaining trust and making ways to remove the image that Honda’s are unreliable cars.

THREATS
Crucial economic conditions of Pakistan can lead to the decreased sales . WTO (World trade Order) opening local markets for global competition Competitors launching newer models with stress on reduced price for our price-sensitive economy proving serious threat in near future

CONT…
The biggest threat for HONDA is TOYOTA HONDA rivalry is becoming more intense by BMW & CHEVROLET which are opening up industries

OPPORTUNITIES
Growing motorcycle market – Estimated bikes 500,000 by the end of 2007 compared to 300,000 in 2005/2006 Customers realizing quality matters, as problems are already cropping up in new entrants models

CONT…
Initiatives and proposals in process for coping with increased demand of bikes Newer segments introduced with entry of new models, design, which still have huge potential for growth Karachi, a segment which has tremendous potential for growth and profitability.

THE END

ANY QUESTION PLEASE…

THANK YOU!!