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The purpose of this project is to study and develop deep insight into the
organization and have a practical experience of what is going on in the market. In
short, what the market really is.
Our project is all about the marketing mix and the detailed analysis of the
marketing insight of Suzuki Motors which is a very fascinating project. In this
project of ours we have sorted out the procedure how the company does the
purchase and sales and on various issues related to its processes.
We started with the history and then explained the segments and target
groups of the organization. Then we explained the product, price, placement and
promotion one by one in great detail with the help of pictures, list prices, and much
more.
A detailed and very informative SWOT analysis is given in the last section
of this project which will surely communicate that how well we have understood
the marketing insights.

Current Situation ± Analysis of Macro Environment

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Ôemographics for Suzuki is below:

20 year to upwards


 Male and Female
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starting from Rs.20000

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Pakistan, an impoverished and underdeveloped country, has suffered from decades of
internal political disputes and external ongoing conflict with India. 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 reverse the situation of economy
during last five years.

Competition

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Pak Suzuki Motor Co. Ltd. 68,000
Indus Motor Co. Ltd. 34,000
Honda Atlas Cars (Pakistan) Ltd. 30,000
Ôewan Farooque Motors Ltd. 15,000
Ghandhara Nissan Ltd. 6,000
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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 buses, pickups etc for journey. They
also have their own as well e.g. cycle, bikes etc and lots of people are pedestrian. 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.
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 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. Ôue to this market environment wasn¶t so good in Pakistan.
Anyhow Pakistani government never been trustworthy for any investor.
As all countries, Pakistan also has some legislation about each sector. But like
developing countries it is hardly being imposed by authorities. Only due to corruption
government encourage smuggling and black marketing. When anyone supported by
government or give more commission to Govt. get inside in the market and they have
very soft behavior by government for any legal action. Such unethical activities
destroy all law and legislation
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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.
Current situation of market and market analysis
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Market size
First half of the year was the worst. Sales volume during this period has dropped
by 53% compared to last period of last year. Second half was some what better than first
half year. As it was grew by 33% over the first half year.
The market size of suzuki has marginal improved by 2% over the last year in the
organized sector. Ôuring the year 593,479 units were sold against 580,604 units last year.
Ôuring the first half year Ôemand was 25% lower than same period of last year. However
this loss of demand was offset by the increased demand latter half year.

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Suzuki has designed its Alto especially for females by giving it a unique
exterior and interior.


   
 
Suzuki offers many different products in automobile product line to
make its product available for different income group people.

 



Suzuki has launched Safari and APV to cover the consumer market of
people having big families.

  
 
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Products of SUZUKI are very popular among people belonging to
different occupation, i.e. Managers use Liana, Swift, farmers use
SUZUKI PICKUP, clerical staff use Alto.

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SUZUKI all products offered in Pakistan are for lower uppers, upper
middle, and middle class.

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SUZUKI automobile models are for people of different of life styles,
i.e. Swift for achier.p p

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selling cars.


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The strategic business manager seeking to develop an edge over rival firms can use this
model to better understand the industry context in which the firm operates.
Here are the Porter¶s 5 forces.
£ p uotential new entrants
2 p
argaining power of buyers
3 p
argaining power of suppliers
4 p reat of substitutes
5 p ndustry Competition/rivalry between competitors
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p In Pak Suzuki this can be described as
‡p In the New Entrant category of Porter's 5 forces, we can see that
it would be tremendously difficult for another car manufacturer
to enter into the market.
‡p The rate at which the industry is changing does not allow for new
entrants to come into the market very easily, and the cash
investment for a new firm to produce massive quantities of cars
is in the billions.
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‡p Buyers, from the strong competition inside of the market find

themselves in a very favorable position.pp

‡p Since competition is so strong between auto makers and dealers,

consumers will often do research on a vehicle before making a
purchase.

‡p The high quantity of dealer¶s forces prices to be very negotiable

and the consumer often knows exactly what the dealer paid for the
car.

‡p Thus, consumers are in an enviable position: The market supply

is strong, competition between auto makers and auto sellers is very
intense, and there is no set price.
 ‡p Everything is negotiable. For companies like Pak Suzuki to
continue to compete, the quality of their offerings must be excellent,
dealership service must be strong, and they must focus on offering
consumers a product with high durability and value.p

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àp Pak Suzuki¶s suppliers have been known to be some of the most

dedicated suppliers in the industry.

àp By virtue of the Just-In-Time production concept pioneered by

Pak Suzuki, the auto industry itself has seen a very positive
relationship develop between its suppliers and producers.

àp Suppliers are expected to make deliveries of parts in small

quantities several times a day.

àp Pak Suzuki, by reducing its part inventory, has been able to speed
up production costs, save money by not letting parts sit on the
shelf, and improve its relationship with parts suppliers, which
rely on Pak Suzuki for their revenue.p

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àp Consumer preference is changing (Mini cars are being replaced

by compact or midsized cars)

àp Setting up integrated manufacturing facilities may require higher

capital investments than establishing assembly facilities

àp Pakistan is also likely to increasingly serve as the sourcing base

for global automotive companies, and automotive exports are
likely to gain increasing importance over the medium term

àp Pakistan passenger car market is moving towards cars of higher

capacity.

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àp Industry competition between auto makers is fierce.

àp The typical consumer, when searching for a particular vehicle is

bombarded by choices.
For example, a search for ALTO (Product of Suzuki) yields a
result of Coure (Ôaihatsu) with a minimal extra amount.