female segment (scooty)

1 Strategic Marketing Management

Strategic Marketing Management Report

For

ATLAS HONDA (PVT) LIMITED

(Female Segment)

GROUP MEMBERS:

Bushra ozair (8793)

Nabiha ali (8800)

Mudassir Iqbal (5801)

Moiz uddin (7230)

ACADEMIC PROJECT REPORT

SUBMITTED TO:

“Miss. Nadia”

January, 2015


Table of Contents 1. Summary of case ................................................................................................................................... 3

Opportunities where women lie.. ............................................................................................................. 3

A future of parity, power and influence.. ................................................................................................. 4

Conclude… ................................................................................................................................................. 4

2. Selection of an industry or product: ..................................................................................................... 4

Automobile atlas Honda targeted to Female Economy:........................................................................... 5

3. Market audit/ competitor analysis ........................................................................................................... 6

3.1 Market Environment ........................................................................................................................... 6

Controllable Factor ............................................................................................................................... 6

Uncontrollable Factors: ......................................................................................................................... 6

3.2 Internal Analysis .................................................................................................................................. 7

SWOT Analysis ....................................................................................................................................... 7

3.3 Competitor analysis: ........................................................................................................................... 8

SEGMENT: ............................................................................................................................................. 8

TARGET: ................................................................................................................................................. 8

POSITIONING: ........................................................................................................................................ 8

ADVERTISING: ....................................................................................................................................... 8

4. Consumer analysis: ............................................................................................................................... 9

Focus On Females Needs : ........................................................................................................................ 9

5. TOWS MATRIX ..................................................................................................................................... 10

5.1 Matching Exercise ............................................................................................................................. 11

Opportunities VS Strengths................................................................................................................. 11

(Opportunities Vs Weaknesses) .......................................................................................................... 11

(Strengths Vs Threats) ......................................................................................................................... 11

(Threats Vs Weaknesses) .................................................................................................................... 11

5.2 MARKETING STRETEGY ..................................................................................................................... 11

Product Diversification: ....................................................................................................................... 12

IMPLEMENTATION .............................................................................................................................. 12

Some implementations for our product: ............................................................................................ 12

Conclusion ................................................................................................................................................... 13


1. Summary of case

The article begins by stating that “women now drive the world economy.” we know that in this

world as a market women represent a bigger opportunity than China and India combined. It goes

on to discuss how women now represent a large portion of consumer spending, and that portion

is expected to grow. Silverstein and Sayre discuss how companies are not taking seriously the

fact that they may not have the best strategy when it comes to marketing towards the female

market. They underestimate or flat out ignore the female consumer. The authors then discuss a

2008 study conducted by the Boston Consulting Group. More than 12,000 different women in all

areas of life were asked 120 questions about their finances, education, careers, relationships,

activities and hobbies, fears, and also their spending patterns and shopping behavior.

Opportunities where women lie.

The key segments were well presented in a chart describing their income levels, age and stages

of life. The article also extensively presents the portion of the population each type of women

occupied and the percentage of overall income possessed. The article further indicated the

priorities and needs of the women in each segment which gives marketers an idea of the most

appropriate consumer goods for them. In the industries which presented the largest opportunities

like food, fitness, beauty and apparel, women voiced their views on their experiences with these

industries.

Some companies that do cater to women are enormous. Johnson & Johnson, though not a health

care services provider, was almost invariably represented (in the form of oral contraception, baby

care, bandages, and other products) when we peeked into our respondents’ medicine cabinets.

Fitness is also a big business. In the United States alone the market for diet food has been

growing 6% to 9% a year and is worth approximately $10 billion, while the worldwide market is

worth about $20 billion. The U.S. Health club industry generates revenues of about $14 billion

annually.


A future of parity, power and influence..

We predict, women will occupy an even more important position in the economy and the world

order than they now do. The number of working women has been increasing by about 2.2% a

year. We expect an additional 90 million or so woman to enter the workforce by 2013. Already,

women own 40% of the businesses in the United States, and their businesses are growing at

twice the rate of U.S. firms as a whole.

Conclude…

As the article concludes that women will continue to experience challenges in such areas,

companies must target the specific needs of women. Women are seen to respond to services

which encourage love, care and respect which provide a clear picture of what companies should

do in order to accrue more sales.

Furthermore, as the research sought to answer the research questions it studies various segments

which define women to meet their consumer needs.

2. Selection of an industry or product:

ATLAS HONDA (PVT) LIMITED is leading motorcycle assembler in Pakistan.. Its annual

production capacity more than 0.8milloion. Hence there is a need for exploring the industrial

complementarities in the region for better quality, favorable costs, fuel efficiency and attractive

designs.

The existing population of automotive vehicles in Pakistan is 3.9 million. The annual demand is

estimated at 300,000, two thirds of which is being met from local sources and imports and the

remaining one third is left unmet. The market value of automotive vehicles in dollar terms is

estimated at more than 1 billion, out of which import constitutes around US$ 200 million. The

aftermarket of auto parts is estimated at US$ 500 million, imports and local production taken


together. But Automobile industry target only male economy even a huge potential available in

female economy

Automobile atlas Honda targeted to Female Economy:

There are many countries in the world target female segment in automobile sector. By

introducing “ Scooty” for women, for example various nearby countries like India, Bangladesh,

Sri Lanka, Malaysia, Indonesia and Korea. I wonder why Pakistan automobile sector not target

female segment due to this women faces many problems.

The benefits are huge, college going teenagers can use these instead of getting abused in public

transport or being dropped and picked up by their fathers and brothers. Office going women can

benefit from the same facility instead of getting molested on Bus Stands and in public transport.

I believe if we promote the idea of Scooty, we can encourage a huge number of women to come

out and participate in the economic growth of Pakistan. It will not only support women to reach

their offices and colleges in less time (compared to public transport), it will provide them

independence, more confident and their own identity. It will take the women ONE STEP ahead

from where they stand today. It will help and assist women entrepreneurs to do better in their

business affairs. They will not only be mobile but will also be in a position to seek business

opportunities outside their residential areas.

A simple and might be a crude example could be of mobile phones. Their advertisements where

they promote SMS, MMS, late night free calls etc has become acceptable and now we see almost

everyone carrying a mobile. Isn’t mobile phone acceptable in our society today? Which was

labeled initially as a reason of bad influence? There are 1000’s of examples that can prove

societies, traditions and norms change with time and need. Scooty is the NEED of our society

and one big source to bring change. The same mobile companies can assist in the campaign for

the promotion of the Scooty. They show boys and girls laughing, smiling and enjoying college

life and using their brands. In the same adds it could be promoted by showing a couple of girls

reaching college on Scooty, working women on roads


3. Market audit/ competitor analysis

3.1 Market Environment

Controllable Factor

Our management that will focus highly on the quality of the first girl’s scooty in Pakistan. And

we are having many ideas to implement on it as we are the pioneer.

We will be targeting all the potential markets, we do not believe in boundaries regarding the

marketing aspect.

Uncontrollable Factors:

Petrol prices -

High Imposition of tax on household income

Consumers

Economical Condition


3.2 Internal Analysis

SWOT Analysis

Strengths Weaknesses

1. Market Leader in brand, quality and

technology based

2. First mover in the market

3. Well establish Dealership network

4. State of the art technology

5. Company Debt free. All projects

are being financed through profits

1. Volatile export market

2. A weak cost structure

3. Limited availability of credit to

final customer

Opportunities Threats

1. Weak transportation network for

women

2. To Enter new market

3. To enhance product image

4. To establish a product as a market

leader

5. Competitive Advantage

6. To increase a sales

7. To increase brand loyalty

1. Continues high Inflation effecting

customer purchasing power

2. High Imposition of tax on

household income

3. Fatwa, against culture and tradition


3.3 Competitor analysis:

Atlas Honda has brand competition with Suzuki, Yamaha and other Chinese Assembler.

Major competitors of Atlas Honda are.

Dawood Yamaha Motor Company

Pak Suzuki Motorcycle

Sohrab Motorcycle

Habib Motor

Chinese Brands

Unique, Super Power, Super Star, Ravi, Metro, Pak Hero, Super Asia etc

SEGMENT:

It has divided its audience on the basis of demography its main aim is to target the females.

TARGET:

It targets the teenage female consumers, working ladies who cannot have a four wheel due to low

income.

POSITIONING:

It is now positioned as a trendy vehicle for the new modern girl. It signifies the whole new surge

of women who want to liberalize and express their freedom.

ADVERTISING:

Advertising is any paid form of media communication. This includes print ads, electronic ads,

newspapers, magazines, billboards etc. It is used to introduce a new product in the market. It

helps to compete with establish brands and, thereby, ensures the survival and success of new

products. It creates demand for the product. We advertised our product through print media as

well as electronic media; it spread information about the product and makes consumers aware


about it, which makes positive effect on the mind of the people and creates demand for our

product.

4. Consumer analysis: We are launching "a new female’s scooty bike “today rolled out its latest offering at

strengthening its presence in scooty segment. Now, you can expect there will be a new female

scooty bike, also plans to launch an upgraded version of its highly female Scooty bike.

"I think we are very confident that this will be the best-in-class scooter. It follows the launch of

one of the best motorcycles in the country .Scooty bikes would come in four colures and would

be available in KARACHI, LAHORE, and ISLAMABAD immediately.

The strong economic crisis that Pakistan is facing at the moment but specially females, we are

positioned as a middle-high class manufactured. However, even if the prices are set above the

average, due to good marketing plan consumers still prefer it, considering a high quality

manufactured. Despite of the country’s economic situation that forces scooty to innovate and be

more aggressive in pricing and promotion strategy they cannot dump their prices

Focus On Females Needs:

Scooty bike for females continuously researches its market because this is exactly what got them

into the business in the first place. Scooty bike has been noted to practice the consumer-driven

philosophy whereby they rely on research to discover consumer preferences, desires and needs

before manufacture actually begins. This philosophy stresses the need for marketing research to

be conducted in order to better understand where or who a market is and to develop a strategy

targeted toward that group. The core business they are in is manufacture females scooty bike.

This industry primarily focuses on females and preferences and only research can help identify

these.


5. TOWS MATRIX

STRENGTHS

1: Market Leader in brand, quality

and technology based

2: First mover in the market

3: Well establish Dealership network

4: State of the art technology

5: Company Debt free. All projects

are being financed through profits

WEAKNESS

1: Volatile export market

2: A weak cost structure

3: Limited availability of credit to

final customer

OPPORTUNITY

1: Weak transportation network for

women

2: To Enter new market

3:To enhance brand image

4: To establish a product as a market

leader

5: Competitive Advantage

6: To increase a sales

To increase brand loyalty

S/O STRATEGIES

Target female segment in

transportation and provide

scooty to female economy

First Mover in the market

to provide competitive

advantage as well as

increase market share

W /O STRATEGIES

Target Bangladesh,

Indonesia &African market

where female already use

scooty

Provide 49cc low price

scooty for female

Provide Scooty on

affordable Installment

Basis.

THREATS

1: Continues high Inflation effecting

customer purchasing power

2: High Imposition of tax on

household income

3: Fatwa, against culture and

tradition

4: Fuel Prices

5: Chances of Accident

S/T STRATEGIES

Conduct a seminar for

awareness of women

empowerment

Launch 49cc Electric

Scooty is slow speed &

easily handle.

Provide Training and

awareness about road safety

W/T STRATEGIES

Target Export Market

Where already Female Use

Scooty


5.1 Matching Exercise

Opportunities VS Strengths

With Market Leader in brand, quality and technology to enter new market or segments.

Weak transportation network for women provides opportunities to launch a product for

women.

Well establish Dealership network helpful to easy access of new product.

To launch a new product is easily grip a big market share as well increase sale and

revenue.

(Opportunities Vs Weaknesses)

After improvement in weak cost structure company

Provides credit facility to customer is helpful to build strong relationship with customer.

And opportunity to increase sale.

(Strengths Vs Threats)

With promotion of empowerment of women to target female segment

Launch 49cc Electric Scooty slow speed and easily handle.

Provide Training and awareness about road safety

(Threats Vs Weaknesses)

Target Export Market Where already Female Use Scooty like Taiwan, Bangladesh, India & Malyais etc.

5.2 MARKETING STRETEGY

A marketing strategy outlines the way in which the marketing mix is used to attract and satisfy

the target market. A separate strategy is necessary for each SBU.


Product Diversification:

Our scooty comes under the head of product diversification as it is an entirely new product in a

whole new market. Our Company is trying to penetrate into the market through new product with

its best features

IMPLEMENTATION

Scooty top management’s leadership style can be characterized by the team management

Approach. Top management consists of a committed group of executives all bringing together

vast experience and knowledge. This style of leadership leads to relationships of trust and

respect. While our company employees have been loyal and committed workers, we have had to

place greater emphasis on motivation among the retained employees. Morale also fell as a result

of bad media coverage over reports of substandard working conditions for our Asian company

workers. A tactical plan specifies the short-run actions (tactics) that a firm undertakes in

implementing a given marketing strategy. It has three basic elements:

1. Specific Tasks

2. Time Frame

3. Resource Allocation

Some implementations for our product:

These are some of the plans that we have, to increase the demand of our product and to build an

image.

Scooty is expecting to get profit more and more but if this goal is not reached Scooty will

invite foreign investors to achieve these goals.

For price control Scooty is providing many financial and loans against security scheme

To control price rise we are working on its body & graphics to reduce their production

cost

After completion 1 year we will launch 1000 limited edition scooty with new graphics

sold on basis of lucky draw of applicants

The major strength of Scooty are our technology, low price n lesser maintenance.


Conclusion

Atlas Honda is one of the largest industry who provides a great facility to ladies by

launching a new product scooty.

There are many countries in the world target female segment in automobile sector. By

introducing “ Scooty” for women.

This is new product to enter in a new market.

The benefits are huge, college going teenagers can use these instead of getting abused in

public transport or being dropped and picked up by their fathers and brothers. Office

going women can benefit from the same facility.

Women seek to buy products and services from companies that do good for the world,

especially for other women.

Once companies wake up to the potential of the female economy, they will find a whole

new range of commercial opportunities in women’s social concerns.

Company maintains a good relationship with customers by providing facilities and

targeted to women.