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Bussiness to Bussiness perspectives
of ATLAS honda.
• Group member : • Max • Sherjeel • Furqan • Aitsam Company: Introduction: • Atlas Honda Limited (AHL) is a joint venture between the Atlas Group and Honda Motor Co. Ltd., Japan. The company was created by the merger of Panjdarya Limited and Atlas Autos Ltd. in 1988. Both these motorcycle manufacturing concerns were established by the Atlas Group. • AHL manufactures and markets Honda motorcycles in collaboration with Honda Motor Company. • Honda motorcycles are by far the largest selling motorcycles in the country with an unmatched reputation for high quality, reliability and after- sales-service. Vision:
• Market leader in the motorcycle industry,
emerging as a globally competitive centre of production and exports. Mission: • A dynamic growth oriented company through market leadership, excellence in quality and service and maximizing export, ensuring attractive returns to equity holders, rewarding associates according to their ability and performance, fostering a network of engineers and researchers ensuing unique contribution to the development of the industry, customer satisfaction and protection of the environment by producing emission friendly green products as a good corporate citizen fulfilling its social responsibilities in all respects Enviromental analysis:
Micro Environment
•Porter's Five Forces Model:
• Potential of new entrants: • Suppliers power • Threat of Substitutes • Intensity of Rivalry among Competitors • Power of Buyers INTERNAL ENVIRONEMENT ANALYSIS: • Policies
• Quality Policy: • Commitment to provide high quality motorcycles & parts • Right work in first attempt and on time • Maintain and continuously improve quality • Training of manpower and acquisition of latest technology • Safe, clean and healthy environment • Market leadership and prosperity for Environment Policy: • Reduce and prevent the generation of waste and pollution in our production system • Establish management program to promote energy conservation and reduce waste or resources • Comply with requirements of environmental legislation and local regulations as a responsible corporate citizen • Promote relevant environmental protection knowledge and activities through education and training • Initiate and extend environmental improvement activities from the company itself to its business partners including parts manufacturers, general suppliers and dealers •Macro- Environment:
• Legal-political element • Instability and political clashes: • Tax imposition and duties: • Economic element • Social cultural elements • Technological element Product Lines:
• Product line divides according to Engine
capacity (CC) • CD-70 • CD-100 • CG-125 • CG-125 Deluxe • Competitors: • Japanese Brands: -Yamaha Motorcycle, Suzuki Motorcycle • Chinese Brands: - Sohrab, Pak Hero, Ravi, Metro, Star SWOT Analysis:
Opportunities: Weakness: Strength: Threats: Marketing and Competitive Analysis:- Marketing and Competitive Analysis:- 4 p’s of Marketing:
Products: Honda CD 70: Honda CD 100: Honda CD 125: Honda CD 125 delux: PRICE: • Atlas Honda products are well known due to its quality and reliability. Company commitment is not to just sale products for profits but quality which enables us to win the confidents of people and customer satisfaction.
• Atlas Honda has developed Pakistan’s largest after sale
services network. The company has made its 5 S dealers throughout the country. • These 5S stands for
• Sales • Services • Spare Parts • Second Hand Exchange • Special Sales (credit) • • According to the company these are not the simple selling points but these are the complete HONDA Company COVERS ALL PAKISTAN
Atlas Honda has Pakistan’s
biggest sales network. T he company focused all over the Pakistan, they sale their products by their authorized dealers. PROMOTION: • Service Development Department • The company is mostly using push strategy to promote its motorcycles. • Like CD 100 promotes by following strategy • • As CD-100 new model is their new product to promote it they force the dealers to keep a CD-100 bike with them so that when customers come they offer him to try the new bike. • The company is offering package to dealers that for every ’x’ bikes of CD 70 or CG 125 you have to take “y” bikes of CD 100. This also forces the dealers to try to sell this new product. Sales: • Types of Sales: • Sales to Customers through Dealer Network • Sales to Institutes through Institutional Sales Network • Exports to Bangladesh, Sri Lanka and Afghanistan.
• Customer Type: • Buying Situation……….First time & Straight Re- buy • Usage Rate………………High Medium • Purchasing Procedure …..On cash/Credit Honda Motorcycle’s positioning with respect to its Competitors: • Competitor: • Dawood Yamaha Motor Company. • Suzuki Motorcycle. • Sohrab Motorcycle.
• Chinese Brands: • Ravi, Sthalco, Super Power, Metro, Super Star, Habib, Pak Hero, Super Asia, New Asia etc. Future prospects of the Organization:
Company wants to provide more facility to their
customer and provide better services, for this purpose company projecting to generate more dealers in different location, company also targeted their production and wants to make 500000 units this years, and company will try to achieve target 650000 units next years, and incoming era company will expand its manufacturing plant to I million units. Company also exporting their bikes in different countries like Sri lanka, Nepal, Afghanistan etc, company introducing new model in different CC next year. Company is 14001 certificated from ISO.
Practical Marketing Strategies and Business Plans: which includes samples that can be utilized for the launch, expansion, promotion, and eventual sale of your enterprise
Practical Marketing Strategies and Business Plans: which includes samples that can be utilized for the launch, expansion, promotion, and eventual sale of your enterprise
