PAK SUZUKI MOTOR COMPANY

Presented by Group #2
Abeer Saleem  Faiz Hasan  Javeria Rauf  Muhammad Yousuf Ansari  Nimra Khan  Ubaid Ahmed  Zohaib Arif


Karachi University Business School (KUBS), University of Karachi.

CULTUS

Drive the Executive s Way .

INDUSTRY
VALUE
 

Strongest, international manufacturers of finest automobiles. automobiles. Surprises you, amazes you, pleases you, and open your eyes to a worldworldwide brands. brands. Sets personal bests year after year. year.

SUZUKI OFFERS YOU

      

SUZUKI: MORE THAN YOU THINK



Creditability. Reliability. Affordability. Resale Value. Being Charismatic. Comfort ability. Fuel efficient.

 

Builds more cars than Mazda, BMW and Subaru combined. Profitable for 59 years straight. Number 3rd selling cars in Pakistan.

MAJOR PLAYERS
          

MACRO ENVIRONMENT FACTORS



Toyota Indus Motors Company Atlas Honda Company Pak Suzuki Company Ghandhara Nissan Dongfeng Motor Corporation Ghani Automobile Industries Hyundai Motors Dewan Farooque Motors Master Motors Sigma Motors TCM Automobiles Toyota: Toyota: Hundai: Hundai: Kia : Nissan: Nissan: Vitz, Belta 1000 cc Vitz, Santro 1000 cc Classic, Pride, Picanto 1000 cc Trovit 1000 cc

SPECIAL REFERENCE OF CULTUS

  

Suzuki launched such products which not only delivers the superior value but also augmented products to all the classes of the people. people.  Swift  Liana  Cultus  Alto  Mehran  APV  Jimny  Bolan Van  Cargo Van  Ravi Pickup

GROWING MIDDLE CLASSES OF PAKISTAN.



Suzuki specially considers

  

Customer s purchasing power Demographic, Cultural and Natural factors. Examples are: ALTO, MEHRAN, BOLAN VAN, RAVI PICKUP

DEMOGRAPHIC ENVIRONMENT


Consider the Size, Density, Location, Age, Gender, Race, Occupation and other statistics of people . Pak Suzuki lunches products that delivers the superior value. value.

NATURAL ENVIRONMENT


Suzuki and the World: A Commitment to Our One and Only Planet. World: Planet.  Right choice for their enthusiastic owners. owners.  Engineered to be as fuel-efficient and environmentally responsible as possible. fuelpossible.  Reduces fuel costs, air pollution and greenhouse-gas emissions. greenhouseemissions.  Provide their owners, safety and comfort. comfort.

MARKET SHARES AND POSITIONS

  

Suzuki stands at 1st with 50.36% of total market share 50.36% Toyota stands at 2nd with 33% share 33% Honda stands at 3rd with 12% of market & Daihatsu at 4th with 5%. 12%

PAST PERFORMANCE
 

Automotive contributed 23 billion in 2003-04. 2003Through out 90 s production capacity was 45000 units/annum which increased to 120000 units/annum

FUTURE OUTLOOK
 

170 million population with 35% living in urban has tremendous potential market. Increasing middle class gives a green light for flourishment

COMPANY PROFILE
HISTORY


STRATEGIC BUSINESS UNITS (SBU)

 

 

Pak Suzuki Motor Company was incorporated in 1983 Opened a new Plant at Bin Qasim (Expansion) Market Leader of the Industry Employs about more than 1500 employees

Automobile Motorcycles

MICROMICRO-ENVIRONMENT
   

Customers Company Suppliers Marketing Intermediaries

LAYOUT AND THE MESSAGE

 

Cultus is a blend of space and craft. Its trim body conceals ample space, flexibility for both passengers and storage. storage. Suzuki Cultus assures everyone, exceptional value and quality.

COMMUNICATION:
  

Pakistan are associated with middle class families People usually get to know about cars in Pakistan through word of mouth. large section of automobile operates with second hand dealers

PROMOTION AND COMMMUNICATION STRATEGY

CORPORATE IMAGE:


To provide top quality products to the satisfaction and requirement of customer. customer. Conduct operations in compliance with applicable environmental, occupational health & safety laws and regulations. Where existing laws & regulations. regulations are not adequate. adequate.

BRAND MANAGEMENT:


They thrive on technology and have created a niche for themselves worldwide. worldwide. They keep up bringing new innovations in their armory to attract the consumer and to capture the market. market. In 2011 Kizashi Sport GTS and SLS, Suzuki continues their tradition of offering modern features to their customers with affordability. Expanding affordability. upon what Time.com called One of the most exciting cars of 2010 , Time.

DIFFERENTIATION OF CULTUS
  

It has electronically synchronized factory-fitted CNG. factorySpecial car financing and having insurance facilities. Cultus has a higher resale value and its spare parts are also easily available

POSITIONING STATEMENTS
  

Position as a compact car in the market Designed to drive well off at road Cultus assures everyone, exceptional value and quality

ATTRIBUTES OF CULTUS
  

Style Design Concept Interior Exterior Concept Interior Technical Specifications: CNG Color Price: Rs. 865,000/865,000/-

BRAND PERSONALITY OF CULTUS

 

For people who want competency and sophistication through driving experience, so Cultus is the right choice for them. them. Drive the Executive way

SEGMENTATION:
GEOGRAPHICAL SEGMENTATION
Pakistan Destiny: Urban Areas.

DEMOGRAPHIC SEGMENTATION

PSYCHOGRAPHIC SEGMENTATION
  

BEHAVIARAL SEGMENTATION:


Social Class: Class:



Attitude:


Upper Middles and Lower Uppers Achievers, Passionate Authoritarian and ambitious.
  

Lifestyle: Lifestyle:


Positive, indifferent enthusiastic. enthusiastic. Speed and convenience. New users, potential users. Medium user.

and

Benefits Sought:


Personality: Personality:


User Status:


User Rate:


TARGET SEGMENTS

Monthly income 90000+ salary 90000+  Purchased by companies for their managers  Executive car: 'Drive the Executive way'. car: way'.


SWOT ANALYSIS
STRENGTHS
   

WEAKNESSES
 

Fuel efficient and good looking car. Less air resistance due to shape 1000 cc engine is best fit with body. Good resale value.

Body is not solid Boot space is not having sufficient space

OPPURTUNITIES
  

THREATS
 

Easily modified. Converted to power version. Different type of engine swaps are possible.

Horrible sounds & jerks on bad roads. Price is too high which doesn t match with the today s income size.

FUTURE RECOMMENDATIONS


February 24th President Asif Ali Zaradari invited leading automobile industries to invest in Pakistan. So government can Pakistan. be accredited for its sincerity in efforts. efforts. Japan is the 4th largest investor in the automobile sector in Pakistan which includes Suzuki and other giants like Indus motors and Hindo Pak motors. motors. Due to the decline in the duty of the second hand cars in Pakistan, Suzuki has the great incentive. incentive. Due to the lower price level, there is an huge incentive for the consumer. consumer. But competition also gets stiff. stiff. They should compete with the other brands in the market so it can increase its performance but should not lose its target audience which is upper middle and lower class. class.

THANK YOU