3281104product mixs of pak suzuki motor company finals

8/12/2019 3281104PRODUCT MIXs of Pak Suzuki Motor Company Finals

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Product mixPak Suzuki Motor Company Limited

PRESENTED

KHURRAM ARSHAD (55099)

AMINUDDIN (55048)ALI RAZA (55040)NAVEED HUSSAIN (55077)

STUDENTS OF MBA

MARKETING FINAL PROJECT

In the name of Allah, Most Gracious, Most Merciful


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ACKNOWLEDGMENT

I am heartily thankful to our Marketing teacher, Sir Haeez ur Rehman,

whose encouragement, guidance and support from initial to the final

leel ena!led us to deelop the su!"ect Marketing# $ith his dedicatedlectures we were a!le to practically understand and apply what we hae

learned in the classes#

EXECUTIVESUMMARY

This project is about the Product mix of Pak Suzuki Motor

Company. During the project, !"e done the detai#ed study

of Pak Suzuki Motor Company $imited #ike their company

profi#e, mission, "ision and corporate "a#ues.

Then obser"er the some of the major products

manufactured and assemb#ed by the Pak Suzuki Motor

Company #imited %hich inc#ude S&'T, $()(, C*$T*S,

M+-(), (P etc/ &ith the he#p of nterna# and +xterna#

ana#ysis, !"e sorted out some of their strengths,

%eaknesses and the opportunities and threats pre"ai#ing in

the market. (#so the P+ST ana#ysis %as conducted to

obser"e the externa# factors that may inf#uence the

performance of the company.

%he &'( matri) helped me to study the important products of the company* Idid identify in which stage the products are and tried to do the S&+ analysis

for each product#

TABLEOFCONTENTSSr. no. Contents Page #

1 Introduction 4

2 Product Mix 6

3 Internal and External Analysis 8

Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus


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4 S!" Analysis 8

PES" Analysis $

6 %C& Matrix 11

' S%( Analysis 13

8 Conclusion 14

$ )eco**endations 1

REFERENCES. SP1.'I.- %H.50S %6 7Mr# +A,IS- +AIA/

+EP("0 MA,&E) MA)E"I,&P.0 S+8+0I

http://www.paksuzuki.com.pk

http://www.paksuzuki.com.pk/http://www.paksuzuki.com.pk/


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PAK SUZUKI AT A GLANCE

Pa2 Suu2i Motor Co*4any

i*ited 5PSMC/ is a Pa2istan67ased

auto*o7ile *anuacturing co*4any.

"9e ir* :as ounded in 1$83 as a ;oints

4roducts include iana? Cultus? Alto?

Me9ran? %olan and )a


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THE VISION & MISSION STATEMEN

"o 7e Excellent All Around.

"o 4ro


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19 83 AugPak Suzuki Motor Com pany Ltd (PSMCL). estab li shed as a jo in t

ventur e between Suzuki Motor Corpor ation o f apan (SMC) and

Pakist an !utom obile Corporation (P!C") #ovt. of Pakistan.

19 89 Mar$oundati on stone of PSMCL %in &asim Plant was laid by

the then Prim e Minister of Pakistan' Mohtarm a %enazir%hutto.

1992 Jun S.".P. of M!#!LL! at new Plant .Sep : SMC !*uir ed addi ti onal +,- shares from

P!C" enhanin it s shareholdin to /0-andtakin over the manaement.

1996 Jul1he jo in t venture areement bet ween SMC 2 P!C"

ended' P!C" divested it s entir e share hol din toSMC' raisin SMC3 s e*ui ty t o 45.6-.

19 97 AugS.".P. of +500 %!L78" rep lai n 9 Maralla:.



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20 00 Mar;S.".P. o f +000 C!8 launhed.

Sep : C8# version of !@A launhed.Dec : C8# versi on o f %"L!8 launhed

2004 Jun8ew plasti injeti on moldin shop ommened

"peration

2006 JanCapait y eBpansion up to +0 '000 vehiles per

year om pleted. S.".P. of +500 D +E00 arLA!8! rep lain %!L78".

200 7 Feb : 1hird p hase of apaityeBpansion up to + ,0'000 vehile per year

ompleted.Oct :!malamati on of Suzuk i

Moto ryle Pakistan Lim ited into PakSuzuki Motor Company Lim ited.March +0 ares of new land a*uired for

fur ther eBpansion adjaent to th e urrentplant.

20 08 Mar1he ompany started eBporti n of Suzuk i

LA!8! to %anladesh.Pak Suzuk i a*uired a land measurin

,. ares at Lahore'$or the purpose ofsett in up PFA Cent re' Spare Parts GareHhouse' eional "ffi e and ot her r elated

failities.



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!ana1300 cc " 1600 cc

! hihH rade dashboard where luB ur y

meets sport y funti onality. 8eatl y laidout instru ments. ! surpr isinly spaiousLiana abin' tastefully olour Hoordinated i n beie and bl ak'

surroun ds the dr iver and passeners inrelaBin ambiane

#r!ce !ana 1 $3 %&' M(%)$ 1 *129*000 " +

, !ana 1$3 %&' M( -./%)$ 1*199 *000" +

Suu! S!t 2010 +Suzu ki Pakistan over the years h as onsistently

invested in f orein diret investment and m adeall effort s to fulfi ll th e motor in needs of Pakistani

people. An keepin up with th e traditio n'Pak Suzuki f eels proud to l aunh th ein ternationally alaimed ar 8ew Suzuki Swif t

0+0. #r!ce !n #a!)tan #% 1058000



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A(O 1000 cc

Smooth H ridin )omfort . $un)ti onal and easy to use.Sharp l ooks. "fferi n maB imum effi )ien)y and powered

by a +.0H li tre enin e deliverin peppy a))eleration andresponsive perfo rman)e' the !lto ful ly responds to

todayIs dri vin needs in smart and styli sh fashion. !neB)itin set of new features now make the !lto evenmore stylish' and m ore )omfortable.

#r!ce Alt &%%)$ 643*000" + , Alt &% -./%)$

692*000 " + ,

-(S1000 cc F!

Cult us is a blend of spa)e and )raft. Ats t rim body

)on)eals ample spa)e' fleBibi lity for both

passeners and stor ae. Suzu ki Cul tus assureseveryone' eB)eptional value and *ualit y.

#r!ce -ultu)&%!%)$ 837*000" + , -ultu)&%!-./%)$ 87 8*000" + ,

OA. A.1he Suzuki %olan >iH roof ives you everythin you

ever wanted in a van. Spaious in terior f or om fort 'touh enine to arry lare loads and plenty of

room for passeners to enjo y a omfor table daylon ride. !irH onditioned model (dual thrust) hasbeen reentl y introdued

#r!ce lan &%)$ 522*000 " + , lan &%%)$58 2*000" + , lan & -./%)$ 574*000" + , lan

&% -./%)$ 635*000" + , -arg an %)$ 497*000" +

M;%A. 800 cc


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P a g e | ># Scarcity of raw material

2#-ack of coordination and linkage with (ot#

!odies

4# -ess focus on -ooks and design

9# -ess %echnical %raining Institutes

?# -ess distri!ution channels in su! ur!an areas

!PP!)"(,I"IES

># Increasing Cemand for 'ars

2# 1fficient 1/I 1ngines

4# -arge Market to operate

9# (lo!al spare parts market

?# Small size '5( 'ylinders

"-)EA"S

># %ough 'ompetitors like and Honda

2# Inflation Rate

4# Heay %a)es

9# 'heaper Imported 'ars

?# Increase in /uel Prices

Propose S!r"!e#$es

># Ma)imize market share !y producing more cars per year

2# Ceelop more efficient and innoatie engines which gie comparatie

adantage

4# +se efficient '5( system

9# /ocus on looks and design of e)terior to compete with Honda and %oyota

?# /und and esta!lish technical institutes to gain more skilled workforce from

local market

:# Maintain Duality in afforda!le price will help to compete with direct

competitors and used imported cars

@# Ceelop fuel efficient engines to gain edge and eliminate threat of fuel

prices increase

;# 1nhance distri!ution to aoid threat from second hand imported cars



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Elements Of Environmental Analysis

Socio6Culture

En


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6//I'I.-S# %H1+5C+1/.B6RIS(IB15%6%H6S1&+SI51SSM15$H6H.B1&115

P6-I%I'.--F.//I-I.%1C.5CH.RC-F.5F-1(.-S+I%1IS'.RRI1C65.(.I5S%%H1M# S+'H

+51%HI'.-.'%IBI%I1SC1S%R6F.---.$.5C-1(IS-.%I65.

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.SSIS%.5'1.5CR151$1C.''1SS%6(-6&.-M.R01%SI5'12


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2s A#alysis

*3RA:

M+-() has the highest gro%th rate in automobi#e sector in Pakistan. Pak

Suzuki a#%ays changes the different parts of M+-() either exterior or interior

%hene"er it comes to its maturity #e"e#.

M+-() is attracti"e the peop#e %ho ha"e sa#aries %ithin ;2,222 to 92,222 per

month. The youngsters a#so prefer the M+-() because of its size and economica#

price. Sma## business peop#e a#so prefer M+-() because of its #o% maintenance cost.

M+-() a#so attracts peop#e %ho mo"e from bike to the cars.

4"AA:

$iana is a #uxurious and highest price car of Pak Suzuki. t %as bui#t to compete

%ith Pak Suzuki!s biggest competitors #ike Toyota and onda. $iana has the same

features %hich are a"ai#ab#e in Coro##a and Ci"ic but sti## it cou#dn!t make its market

as compare to both these cars. $iana has rep#aced the Pak Suzuki!s , since Pak Suzuki tried se"era# %ays to estab#ish its position but fai#ed to do so.

t %as made for a peop#e of high income group but due to high prices in %hich the

market %as a#ready gi"ing names #ike coro##a and ci"ic %ho has their strong brand

name and customer #oya#ty, #iana %as fai#ed to capture the market.

"6:

Due to fai#ure of $iana Pak Suzuki introduced another 0922cc car in 5an ;22?.

S%ift has a## the #atest features #ike po%er steering, centra# #ocking, (uto

Transmission and the (


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CONCLUSIONThe following are the findings of the study of

Pak Suzuki Motor Company Limited.

&ith the study of Pak Suzuki Motor Company $imited,!"e #earned that they are doing %e## in the Pakistani

market and are #eading market shareho#der. They are

producing Cars at affordab#e prices for the #o% income

to midd#e income peop#e.


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Product +e


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$ith the study of Pak Suzuki Motor 'ompany

-imited, Ie learned that they are doing well in

the Pakistani market and are leading market

shareholder# %hey are producing 'ars at afforda!le

prices for the low income to middle income

people# &ut they are una!le to compete with

'orolla and Honda in -u)ury and semi3lu)urycars#

%hey need product deelopment strategy to follow

so they tried to get into the Honda and 'orolla

market !y introducing Suzuki -I.5. !ut that

couldnt make its space# 5ow they hae again

tried that !y launching Suzuki S$I/% which is a

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3281104product mixs of pak suzuki motor company finals

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