ARYANS DOOZIES

Uzair
Sarmad
Fahim
Jamshed
Farhan
AGENDA
History
Mission & Vision Statement
Honda philosophy
Business strategy
Honda environment Statement
Environmental condition
Market strategy
Global Challenges
Market Mix
BCG Matrix
Product Line Of Honda
Consumer Buying behaviour
Customer Analysis
Achievements & Awards
Suggestions
Conclusion
HISTORY

SOICHIRO HONDA, the founder

HONDA get started in 1930’s.
Established as company on 24
sept.1948.
Main headquarter is in TOKYO, JAPAN.
1959 HONDA motorcycles…First dealership
in UNITED STATES.
1989 VTEC engine was
introduced.

HONDA is 5th largest

automobile manufacturer in
the world.

2nd in Japan behind Toyota.

1987 The first ever air

bag system was
introduced.
HONDA IN 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.
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.
 Focusing on
“Satisfaction” with
challenging spirit and
flexibility, we are
dedicated to supplying
latest generation cars with
advanced technology,
greater fuel efficiency and
competitive prices, along
with friendly and efficient
after sales back up,
maintaining “quality” as
core of all activities.
 Striving to be a
company society wants
to exist.
Three Joys buying,
selling and creating
give to the individual.
Accelerating its efforts
to preserve the global
environment.
BUSINESS STRATEGY

R & D departments
established to compete
between Honda and
competitors.
Honda focus on CRM,
seeking the strength &
customer loyalty.
Strive constantly for a
harmonious flow of work.
 POLICIES

Recognize the impact of our activities, products

and services on environment
Operate in compliance with relevant
environmental laws and regulations.
Commitment to continual improvement of the
environmental performance.
COMPETITORS ANALYSIS

Brand competition
 Industrial
 Market

Form competition
Generic competition
Environmental Factors

Natural
Cultural
Economical
Political/ Legal
Technological
PRODUCT LINE

AUTOMOBILE
MOTORCYCLES

CD-125

CD-100

CD-70
POWER EQUIPMENT

EU1000iA

EU2000iA Camo

EU6500iSA
INTENATIONAL PRODUCTS
CONSUMER BUYING BEHVIOUR
 PROMOTION AD
CUSTOMER ANALYSIS

Who buys the product?

What is bought?

Where do they buy?

When do they buy?

How is it bought?
 MARKET STRATEGY

Target Marketing
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 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

 MARKET POSITIONING

HONDA has maintained a

distinctive image due to…

 Strong brand name

 Unique style & design
 Comfort
 Safety
 Logo
 Slogan “THE POWER OF
DREAMS”
 PORTFOLIO ANALYSIS
BCG MATRIX
High
High Low

CIVIC CR-V,CD100

VTI-ORIAL,
Low

CITY

CIVIC

vti –orial

CD70,

CD125
SWOT ANALYSIS
STRENGHTS

Brand name image

Smoother drive as compared to competitors
Market leadership – Enjoying 56% share in motorcycles.
Efficient performance
Durability/Reliability
Quality – ISO Certification
Easy availability of Spare Parts
Strong asset position/increased profits with each year
High resale value
Low maintenance costs
Customer’s loyalty
WEAKNESS

After sales customer service not up to the level actually

expected by the customer.
Less of a proactive approach to different matters, reactive
approach applied more
Limited investment in high technology equipment
Price higher than prevailing competition in market, which
gives customer thoughts about nearest substitutes
available
Bike launching new features as those of new entrants in
market
Credit availability schemes no well managed and
customer not informed about them
No safety measures installed in bikes against snatching
dilemma.
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
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 & opportunities
THREATS

Many new features inherent in latest bike models

increasing customer expectations a great deal for the
future.
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
Theft and snatching of bikes increasing, reaching 2500
bikes in period of January -May 2007.
ACHIVEMENTS & AWARDS
 SUGGESTIONS

Efforts should be made to reduce the cost of Honda cars.

There should be more coordination between HACPL and its
suppliers.
A low-priced model should be introduced to capture the market
share of SUZUKI.
Deletion program should be implemented rapidly.
Although HACPL has taken some steps for environmental
protection, more efforts should be made in this regard.
The dealership network should be widened.
Employees should be encouraged to give suggestions.
Some sort of research should be done at HACPL.
Efforts should be made for better utilization of capacity
CONCLUSION