pak suzuki motor (sundus shehzadi)

Benazir Bhutto Shaheed University Lyari November 25, 2015

Project of Marketing

PAK SUZUKI MOTORS

Assign By: Prepared By :

Mr Mudasir Hussein Sundus Shehzadi

(Course Instructor) ( MBA Evening 2nd Batch


ACKNOWLEDGEMENT LETTER MR. Mudasir

Course Instructor

Subject: Letter of ACKNOWLEDGEMENT

Dear Sir,

First of all, I would like to express my deep gratitude to Almighty Allah, who enabled us to undertake such an

important task and to study about Pak Suzuki and the Strategies to operate in Pakistan Marketing. I also

wish to acknowledge the valuable guidance provided by our respected teacher Mr. Mudasir Hussein. He

always motivated and encouraged us in the completion of this report. I am thankful to Mrs. Kausar who is

the Production Manager in Pak Suzuki in Head Office Karachi and entire Pak Suzuki Management. They

appreciated the efforts of BBSUl. They have provided all the relevant data as well as other information

relating to the important independent variables.

The wonderful experience that I had, during the course and the report .I am thankful to and fortunate

enough to get constant encouragement, support and guidance from teacher which helped us in successfully

completing my work. I hope that you will continue to teach the students of with the same unmatched diligence

and attitude that was manifested during our course of study.

Regards,

Sundus Shehzadi

Dated: 25/11/2015


Table of Contents

1Introduction

2History

3mission and vision

4Management structure

5Ethics and business practice

6Product portfolio

7BCG metric

8Anosof matrix

9 Swot analysis

10 Marketing research

11Consumer behavior

12Segmentation

13Target and Positioning

14Level of production

15product life cycle

16pricing strategy

17Place strategy

18Promotion strategy / advertising/sales


19Conclusion

Introduction

Pak Suzuki Motors Ltd.

is a company assembling and distributing Suzuki Japan’s cars in Pakistan. Currently they

are one of the most successful motor companies in Pakistan. The firm was founded in 1983

as a joint venture between PAK and Suzuki, formalizing the arrangement by which Awami

Auto Ltd. had produced the SuzukiSS80 from 1982. Suzuki originally owned 25% of the

stock, and has gradually increased their holding; they now own 73.09%. The company now

assembles wide range of Suzuki vehicles and aims to produce 150,000 vehicles per year.

(2005 production was 100,000)

History

Company was incorporated as a public limited company in August 1983 and started

commercial operations in January 1984. The initial share holding of SMC was 12.5%

which was gradually increased to 73.09%.


Pak Suzuki is pioneer in Automobile Business having the most modern and the largest

manufacturing facilities in Pakistan with an Annual production capacity of 150,000

vehicles. The vehicles produced include cars, small vans, Pickups, Cargo vans and

Motorcycle. Pak Suzuki holds more than 50% Market Share.

Following the aggressive policy of Indigenization, Suzuki vehicles have a healthy local

content up to 72%. This was made possible by strong support of our vendors.

Pak Suzuki has the largest Dealers network offering 3S (Sales, Service and Spare Parts)

facilities across Pakistan.

Caring for the Environment Pak Suzuki was pioneer in introduction of Factory fitted CNG

vehicles.

Pak Suzuki always endeavors to go aggressively for the sound development of the society

by increasing motorization, industrialization and creating job opportunities thus

improving the people’s living standards with the combined efforts of all the dealers,

vendors and Pak Suzuki employees.

Pak Suzuki is also exporting Suzuki Ravi pickup, Liana and components to Bangladesh

and Europe thus earning precious foreign exchange for the country.


Our Vision

To be Excellent All Around

Our Mission

To provide automobile of international quality at competitive price.

These are Mission and Vision Statement of Pak Suzuki, and they always try to improve

skills of employees by imparting training and inculcating in them a sense of participation.

To achieve maximum indigenization and promote the automobile vending industry.

To contribute to Pakistani society through development of industry in general and

automobile industry in particular.


Statement of Ethics and Business

Practices

Here is the code of ethics and Business Practice of Pak Suzuki Motors,

Pak Suzuki insists on integrity and honesty of its employees in doing business. Any

unfair or corrupt practices to solicit business is fundamentally inconsistent with

business codes of company

Pak Suzuki believes in compliance to regulatory obligation

Pak Suzuki believes in free and fair business practices and open competitive

markets. Developing any association with competitors to distort the pricing and

supply of products is contradictory to company’s business code of conduct.

Pak Suzuki believes in transparency in business transaction and they are to be

recorded accurately and fairly in books of accounts in accordance with standard

procedure.

Pak Suzuki expects its employees to act in company’s best interest while holding

confidential information. Company expects its employees neither to solicit internal

information from other nor to disclose company’s data or any other material

information to any un- authorized person/body.

Pak Suzuki believes in individual’s respects and growth. Its employment policies do

not discriminate on basis of race, religion, gender or any other factor


Pak Suzuki does not believe in political affiliation.

Management Structure

Profiles of Directors

Hirofumi Nagao

Mr. Hirofumi Nagao graduated from Osaka University of Foreign Studies, Japan. He has been

associated with Suzuki Group since 1978. He has worked in different capacities with Suzuki Motor

Corporation, Japan and its overseas subsidiaries. As Managing Director of Pak Suzuki Motor Company

Limited from June 1994 to April 2000. As Joint Managing Director of Maruti Suzuki India from

October 2004 to December 2007. Presently, he has been working again with Pak Suzuki as Managing

Director since June 20, 2008.

Tetsuya Fujioka

Mr. Tetsuya Fujioka graduated from Hiroshima Institute of

Technology, Japan. He has been associated with Suzuki Group

since 1982. He has worked in different capacities with Suzuki

Motor Corporation, Japan and its overseas subsidiaries. He

worked as Chief engineer of company establishment and plant

construction for joint venture of General Motors and Suzuki in

CANADA from September 1988 to December 1991. He joined

Pak Suzuki Motor Company as Deputy Managing Director

on June 1, 2014.

Toshihiro Suzuki


Mr. Toshihiro Suzuki has been associated with Suzuki Group since

1994. He has been assigned to serve as Representative Director and

Executive Vice President of Suzuki Motor Corporation since 2011.

In previous assignment, he was appointed as Director of Suzuki

Motor Corporation in 2003; as Director and Senior Managing

Officer of Suzuki Motor Corporation in 2006. He holds a Master's

degree.

Takashi Iwatsuki

Mr. Takashi Iwatsuki has been associated with Suzuki Group since

1980. He is currently working as Managing Officer of Suzuki

Motor Corporation since 2008 and as Executive General Manager

for Global Marketing Administration & Planning in Suzuki Motor

Corporation since 2014.

He has worked in different capacities with Suzuki Motor

Corporation and its overseas subsidiaries; as Managing

Director of Suzuki Italia from 1998 to 2002, of Suzuki

International Europe (Germany) from 2002 to 2006, as Chief

Regional Officer in North America from 2012 to 2013.

He holds a Bachelor's degree.

Kinji Saito

Mr. Kinji Saito graduated from Hiroshima University, Japan. He

has been associated with Suzuki Group since 1981. He has

worked in different capacities with Suzuki Motor Corporation,

Japan and its overseas subsidiaries. As Head of Rep. Office in

India from January 2000 to May 2002. As Director Marketing &

Sales of Maruti Suzuki India from May 2002 to March 2006. As

President of American Suzuki Motor Corporation from July

2008 to March 2011. He joined Pak Suzuki Motor Company

Limited as Non-Executive Director on October 9, 2013.

Kazuyuki Yamashita


Mr. Kazuyuki Yamashita has been associated with Suzuki Group since 1987. He is currently working as Group

Manager of Asian Automobile Group 1 in Suzuki Motor Corporation. He worked as Director, Automotive Sales

of Suzuki Canada from 2001 to 2006 and as Managing Director of Suzuki Auto South Africa from 2007 to 2013.

He joined Pak Suzuki Motor Company Limited as Director on September 16, 2015.

Wazir Ali Khoja

Mr. Wazir Ali Khoja is a NIT nominee director on the Board of Pak Suzuki Motor Company Limited since

September 28, 2010. He holds over 35 years of professional experience in the fields of Banking, Finance and

Mutual Fund Industry. He held senior positions relating to Human Resource, Management, Marketing and

Finance while associated with Muslim Commercial Bank Ltd. (MCB) and served National Investment Trust Ltd.

(NIT) as Managing Director and Dy. Managing Director. He has also served as Director on the Boards of other

institutions which includes. Bank Al Habib Limited, Fauji Fertilizer Company Limited, Askari Bank Limited,

Habib Metropolitan Bank Limited, KSB Pumps Company Limited, Pakistan State Oil, Packages Limited, Shell

Gas LPG (Pakistan) Limited, Sui Northern Gas Pipeline Limited, Sui Southern Gas Company Limited and Sindh

Bank Limited.

1. Marketing Department

The marketing department of the firm comprises of highly qualified, dedicated and hard

working team, equipped with the latest marketing techniques.

2. Customer Relation (CR) Department


Suzuki Pakistan, Customer relations department nationwide falls under top 5 positions of

national Suzuki Pakistan Dealerships Network. We believe in perpetual improvement in all

fields of services and facilities as per Suzuki Pakistan Standards applicable globally,

through regularly conducting Training & workshops to enhance knowledge and share

experience of our fellow National CR- member and globally available experience of Suzuki.

The Customer relation department is one of the most important departments which can

control all the activities perform for the retention and benefit the customers.

Suzuki Pakistan relations Ideals

Creating corporate trust based on integrity on integrity and fair handling of

Complaints.

Opening a larger window for customers.

Swift and sure handling of “Inquiries & Complaints”

Making the” Voice of the customers” the basis for corporate renewal.

Improving corporate image and better informing customers to support Sales and

Service activities.

1. Accounts Department

The accounts department is related to the accounts handling, the customer drafts of the for

the booking of cars to the Suzuki Pakistan and the employees’ salaries, records of the

transactions.The salaries are giving on their ranks like the top management salaries are


sent to their accounts while the lower level employees are gives cash salaries on the spot

from the account department.

2. Sales Department

The Sales department is related to the sales of the Vehicles, The Sales department includes

Customer Services (CS), Vehicle Delivery Inspection Quality (VDIQ), Record

Maintenance, and Inquiries & Complaints Handling.

3. Customer Services (CS)

Customer service department is related to the external customer who is come to Suzuki

Pakistan for the purchasing and booking of the suzuki Vehicle of any variant. The

Customer service staff is well trained and sophisticated person because these are the people

who can play an important role in the sales of a firm.

4. Record Maintenance

This department deals with the data/information about any customer and this shows

comprehensive information about the customer data. Through this department the top

management can see the sales and the demand of the booking of the cars. The record is

maintained in this department is totally on the manual work, but the firm wants to made a

computerized system.

5. Vehicle Delivery Inspection Quality (VDIQ)

This department deals with the overall checking of the Vehicle at the time of arrival and

the selling to customer. At arrival stage, the vehicle that come from the Suzuki Pakistan the

Inspector check the vehicle and if any default occurs then it claim to the Suzuki Pakistan

At the Selling perspective the inspectors check the vehicle so that the customer are more

facilitate rather they have any problem faced after the purchasing.


6. Inquiries & Complaints Handling

Another Department is also there that handles the Inquires and complaints of the

Customers. As Suzuki Pakistan Company follow that complaints must directly come to

them on their showrooms so customers can easily put their information directly to the

Company through the dealers.

7-Steps of Complaint Handling

o Receive the Complaint

o Look Listening and Learn (3Ls)

o Get the Facts

o Determine “Root Cause” and Responsibility

o Explain your decision then get Agreement

o Take Prompt ActionStep#7 Follow-up

7. Human Resource Management Department

Human resource management refers to the activities an organization carries out to use its

human resource effectively. These activities include determining the firm's human resource

strategy, staffing, performance evaluation, management development, compensation, and

labor relations. Suzuki Pakistan Motor also running department of HRM for hiring and

compensating the employees of the firm. HRM function to pay significant attention to

selecting individual’s whom not only has the skills required to perform particular jobs but

who also "fit" the prevailing culture of the firm

Product Portfolio

Following are the some Varieties of Pak Suzuki Motors.


SWIFT (1300 cc)

Price: Rs. 1,049,000/-

The European inspired exterior gives Swift a distinctive

look. A unique stylish and design that turns a head where

you go. The spirited engine makes for exhilarating drive

and gives you ultimate freedom where the road takes

you.

Colors:

Pearl Red, Graphite Grey, Solid white, Indigo, Silky Silver,

Aqua Blue, Eminent Blue

LIANA (1300 & 1600 cc)

Price: Rs. 1,230,000/-

The Suzuki Liana available in 1300 cc manual transmission

and 1600cc automatic transmission takes you out of ordinary

and into the realm. Liana is entirely different car, its style

Dimension and comfort will inspire you to see every day as

an open-door to a new age.

Colors:




CULTUS (1000cc)

Price: Rs. 897,000/-

Cultus is the blend of space and craft. Its trim body

Conceals ample space &flexibility for both passenger

and storage. Cultus ensures everyone, exceptional

Value and quality.

Colors:

Pearl Red, Graphite Grey, Solid white, Indigo, Silky

Silver,


ALTO (1000cc)

Price: Rs. 662,000/-

Alto has a bright, roomy and comfortable cabin which

keeps body relax and strong and lighter body shell

resulting in smooth drive due to reduction of unpleasant

noise harshness and vibration. Its small turning radius

and compact body make parking a breeze.

Colors:

Olive Green, Pearl Red, Graphite Grey, Solid white,

Indigo, Silky Silver, Aqua Blue, Eminent Blue


MEHRAN

Price: Rs. 514,000/-

Unrivalled in its class, Mehran is Pakistan’s largest

selling car. More smart features like head turning lamp,

matching front grill and a two spoke steering wheel

gives it the tidy look. Functional economy, peak

performance or unmatched fuel efficiency, Mehran

VXR is the leader.

Colors

Pearl Red, Graphite Grey, Solid white, Silky Silver

, Eminent Blue

APV

Price: Rs. 1,775,000/-APV 1500 cc (Imported)

The New APV gives you everything you ever wanted in your

vehicle. Spacious interior for comfort, tough engine to

carry large loads and plenty of room for passengers to

enjoy a comfortable day long ride.

Colors:

Pearl Red, Graphite Grey, Solid white,

Indigo, Silky Silver, Aqua Blue, Eminent Blue


JIMNY

Price: Rs. 1,850,000/-JIMNY 4X4 JEEP 1300cc (Imported)

Steady, sturdy and smart, Suzuki Jimny with new wide

tread brings you the ultimate pleasure of a real4-wheel drive.

It has got all the sporting spirit to go along for adventurous

free souls.

Colors:

Solid white, Silky Silver

BOLAN VAN

Price:Rs. 609,000/-

The Suzuki Bolan Hi-roof gives you everything you ever

wanted in a van. Spacious interior for comfort, tough

engine to carry large loads and plenty of room for

passengers to enjoy a comfort-able day long ride. Air-

conditioned model (dual thrust) has been recently

introduced.

Colors:

Pearl Red, Solid white, Silky Silver


RAVI PICKUP

Price:Rs. 489,000/-RAVI Pick Up 800cc

Suzuki Ravi is the veritable cargo vehicle with an

amazing capacity for load bearing and durability.

Undoubtedly, the unrivalled commercial vehicle in its

class, Ravi is the breadwinner for millions in Pakistan.

This light commercial vehicle referred to as the mini

revolution, replaced the animal-drawn vehicles in

Pakistan.

Colors:

Pearl Red, Solid white, Silky Silver

Wagon R

Price: VX =Rs. 849,000/- , VXR =Rs. 959,000/- VXL =Rs. 999,000/-

Here it is important to mention that the letter “R” in the

name of the vehicle stands for “Recreation”. Being true

to its name, it does provide the travelers with marvelous

recreation and enjoyment.

Colors:

Pearl Red, Silky Silver, Graphite Grey, Sand Beige,

Solid White,


Kizashi

Price: Rs. 5000,000/-

“Kizashi” is a Japanese word meaning “a sign of

great things to come”. And the new Kizashi more

than lives up to its name by embodying Suzuki’s

forward-looking approach to car making and

simultaneously hinting at what’s still to come from

one of the most innovative carmakers in the

world.Colors:

Pearl Red, Silky Silver, Graphite Grey, Sand Beige

BCG Matrix


The Boston Consulting group's product portfolio matrix (BCG) is designed to help with

long-term strategic planning, to help a business consider growth opportunities by

reviewing its portfolio of products to decide where to invest, to discontinue or develop

products.

Star:

1- SWIFT is the star, for Pak Suzuki Motors Ltd. Because it has a high market share and high growth rate

Cash Cow:1- MEHRAN2- CULTUS3- RAVI4- BOLEN VAN

These are cash cows, for Pak Suzuki Motors Ltd.Because these hasvea low growth rate but high market share.


Question Mark:

1- KIZASHiI

2- WAGON RThese are question mark, for Pak Suzuki Motors Ltd. Because these have high growth rate but low market share for which the company is conscious.

Dog:

1- APV

2- LAINA

3- JIMNY

4- ALTO

5- CARGOVAN

These are dogs, for Pak Suzuki Motors Ltd.Because these have low market share and low

growth rate.

Anosoff Matrix

My favorite definition is:


"The Ansoff growth matrix assists organizations to map strategic product market growth"

The Ansoff Matrix also known as the Ansoff product and market growth matrix is a

marketing planning tool which usually aids a business in determining its product and

market growth. This is usually determined by focusing on whether the products are

new or existing and whether the market is new or existing.

Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend

on whether it Markets new or existing products in new or existing markets. The output

from the Ansoff product/market matrix is a series of suggested growth strategies which set

the direction for the business strategy. These are described below:

Market Penetration

Market penetration is the

name given to a growth strategy where the business focuses on selling existing products into

existing markets. Market penetration seeks to achieve four main objectives:


Maintain or increase the market share of current products.

This can be achieved by a combination of competitive pricing strategies, advertising,

sales promotion and perhaps more resources dedicated to personal selling

Secure dominance of growth markets

Restructure a mature market by driving out competitors; this would require a much

more aggressive promotional campaign, supported by a pricing strategy designed to

make the market unattractive for competitors

Increase usage by existing customers

for example by introducing loyalty schemes Pak Suzuki is of the strategy to penetrate

more deeply in the market which will make it to derive the competition by using

promotions, aggressive advertisements, sponsoring events etc.

Market Development

Market development is the name given to a growth strategy where the business seeks to sell

its existing products into new markets. There are many possible ways of approaching this

strategy, like new geographical markets; for example exporting the product to a new

country Pak Suzuki started to export its Ravi to Nepal and Bangladesh in 1997. This was

completely a new market for our existing product which proved to be a good success.

Market development is a more risky strategy than market penetration because of the

targeting of new markets but our company enter market after complete analysis of Pros

and cons of introducing product in that country.


Product Development

Product development is the name given to a growth strategy where a business aims to

introduce new products into existing markets. This strategy may require the development

of new competencies and requires the business to develop modified products which can

appeal to existing markets. Our new product lies in this category where we are offering a

Suzuki Cultus to our existing customers keeping the

Customer’s changing behavior in mind. We have offered a product which is quite capable

of being differentiated and has been designed and equipped with latest technology. Our

Cultus will be a success and it is assumed that it will generate handsome returns.

Diversification

Diversification is the name given to the growth strategy where a business markets new

products in new markets. This is an inherently more risk strategy because the business is

moving into markets in which it has little or no experience. Pak Suzuki is not involved in

related diversification.

SWOT ANALYSIS

Strength:

Highest Market Share

Low Price Vehicles

Resale of Local Assembled Cars


Large Distribution Channel

Rising per capita income with changing demographic distribution

Highly Innovative and deep product line

Highly maintained supply chain

Well Managed and highly competitive staff

Well defined and beurocratic organizational structure

Complete understand between Distributors

Easy available of spare parts.

Weakness:

Scarcity of raw material

Bargaining power of supplier is low

Lack of coordination and linkage with Government/semi government supporting bodies

Less Technical Training Institute

Less distribution channels in sub urban

Opportunities:

Increasing Demand for Cars

Efficient engine

Large Market size to operate

Global spare part market

Space saving Small size CNG cylinders

Threats:

Local Competitors like Toyota, and Honda

Foreign Investment and setup production facilities

Smuggling of Auto Parts

Inflation rate


Heavy Taxes

Competition from import cars

Increase of Fuel Prices

PEST Analysis

Uncontrollable environment are those external factors which can prohibit us or can create hurdles between us and our business. It is also called pest analyses which are as follow:

Political Environment

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. Due to this market environment wasn’t so good in Pakistan. Anyhow Pakistani government never been trustworthy for any investor.

Legal Environment

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.

Economic Environment

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.

Socio-Culture Environment

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.

Technological Environment

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.

Market Research

Suzuki Cultus

Price: Rs. 897,000/-


Colors:



Suzuki is famous for its name as family car this car is famous for its high tech performance.

The design of this car is very simple yet so brilliant and allows you to behave more and

more brilliant performance and you will be having a great ride. The market that Suzuki

has built is commendable, and has sold 50 million units all over the globe. This is a most

effective Japanese technology that has built is accepted worldwide. This car is having the

great luggage room and having the enough space to accommodate your dear passenger and

family. This car is having leg room, and can easily cover the long distance. Suzuki Cultus is

very tinted head lights and having the bumpers that are very much elevated the looks that

a car carry is very obvious and the looks are truly captivating. The car having four

cylinders engine that allows the displacement of 997 cc making it much more efficient

against the price that you pay. After include Euro II technology in latest model Suzuki

Cultus there is many difference in fuel consumption.

The stability really matters in any car this car is light in weight as the wheels are made up

of alloy, allowing you to have great torque facility. The transmission system is manual

having the five levels of speed and the gear system is very effective. The new nice shades of

Cultus are Metallic Silver, Pearl white, Black, Red ribbon, Icy Blue, Graphite Gray, Indica

and many more at least six shades of it are available.

Suzuki Cultus EURO II Specifications:

Engine: 997 cc

Transmission: Manual

Fuel Type: Petrol


Fuel system: EURO II

Fuel Tank capacity (liter): 40 L

Overall Length (mm): 3845

Overall Width (mm): 1590

Overall Height (mm): 1380

Kerb Weight (kg): 650

Mileage Overall (km/ liter): 22km/1L

Seating Capacity (person): 5

No of Doors: 4

Wheel Type: Steel

Wheel Size: 13 inch

Front Brakes: Disc

Rear Brakes: Drum

Suzuki Cultus EURO II Features:

Air Conditioner: Yes

AM/FM Radio: Yes

Cassette Player: Yes

Remote Boot/ Fuel-Lid: Yes CD Player: Yes

Cup Holders: Yes Alloy Wheels: N/A

Folding Rear-Seat: Yes Tubeless Tyres: Yes

Power Door Locks: N/A Central Locking: N/A

Customer Behavior

Consumer Research


Perception of people about SuzukiCultus:

People think the product should have excellent fuel consumption and a good resale value.

Easily availability of spare parts everywhere even in rural areas.

The quality of product is made according to Pakistan roads and infrastructure.

Product line extension with the very low difference of price.

3S (Sales, Service and spare Parts) at your door step.

Brand Loyalty.

People want such vehicle which doesn’t effect on their prestige and also within the range of them.

So after this research we come to know that Suzuki is best choice for the customer. It is safer on the

road less fuel consumption and Environment friendly product. Because of these features it is also

economical.

Customer market and customer buying behavior can be categories:

Demographic Factor

Life Style

Usage Pattern and Behavior

Preference of Specific end Benefit

Demographic Factor:

Target market of Pak Suzuki according to Age, Gender and Income:

Age: 20 year to upwards


Gender : Male and Female

Income: starting from Rs.20000

Life Style:

Customer Life style of Pak Suzuki in terms of AIO can be described as

Activities: Early Professional, Executives, House Hold, and Business Purpose

Interest: Personal Use, Luxury

Opinion: Sensitive, Conscious, Responsible and Social

Usage Pattern and Behavior:

Mostly People use such vehicle for their convenience e.g. go for job and for family use, for Business

Purpose.

Preference of Specific end Benefit:

Customers who use such vehicle are sensitive, conscious and responsible people. They tried their

level best to save time as much as possible so they want something which is quality wise good and

also affordable

Segmentation

Dividing a market into distinct groups of buyers on the basis of need, characteristics, or

behavior who might require separate product or marketing mix. The process of defining


and subdividing a large homogenous market into clearly identifiable segments having

similar needs, wants, or demand characteristics.

Geographic segmentation

CIty Location Population Growth rate

Karachi Sindh 13,053,339 2.86

Lahore Punjab 7,129,609 2.71

Faisalabad Punjab 2,880,675 3.02

Rawalpindi Punjab 1,991,656 2.90

Multan Punjab 1,606,481 2.46

Hyderabad Sindh 1,578,367 2.66

Gujranwala Punjab 1,569,090 2.74

Peshawar NWFP 1,439,205 3.36

Quetta Baluchistan 896,090 4.03

Islamabad Capital 689,249 2.25

Demographic segmentation


Psychographic segmentation

Age Group

0-17 years 41 %

18-20 years 28%

21-45 years 16%

46-59 years 9%

60 above 6%

Family Size

1 or 2 person 6%

3 – 5 person 34%

6 or 9 person 31%

8 and above 29%

Annual Income

Under 10 Lac 37%

10 to 20 Lac 24%

21 to 30 Lac 18%

31 to 40 Lac 8%

40 to 50 Lac 7%

50 Above 6%

Social class Upper middle and Lower upper

Life Style Achievers, Passionate

Personality Authorization, Ambitious


Behavioral segmentation

Target and positioning

Monthly income 20 Thousand.

Purchased by Managers of the companies.

Executive Car: Drive in Executive way.

Levels of Product

Benefit sought Speed and Connivance

User status New Users, Potential Users

Usage rate Medium User

Attitude Positive, Indifferent and enthusiastic

Age Group

Options Percentages

18-30 years 28%

31-45 years 16%

Family Size

Options Percentages

1 or 2 person 6%

3 – 5 person 34%


Level of Production Suzuki Cultus is given below.

Core Customer Value

This is the most basic Level when the company thinks what costumers really buy as

customers want Suzuki Cultus.

Actual Product

This is the second level of production when company think about the features, brand,

design and Quality.

Features

Air Conditioner, AM/FM Radio:

Cassette Player: Remote Boot/ Fuel-Lid:

Cup Holders Power Door Locks:

Brand name

Cultus EURO II

Design

Hot sell car parts, Auto Parts

Quality Level

High

Augmented Product

Last level of production is augmented production in which company give warranty, Delivery and credit product support and warranty to the costumers for their satisfactions.

Suzuki Cultus is giving 3 years warranty after sale credit and delivery on fewer amounts to their customers.


Product Life Cycle

A new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix.

Cultus has highest growth rate in automobile sector in Pakistan. Pak Suzuki always changes the different parts of cultus either exterior or interior whenever it comes to its maturity level Cultus attracts the people who have a salary package between20,000to30,000 p e r m o n t h . T h e y o u n g s t e r s a l s o p r e f e r t h e C u l t u s b e c a u s e o f i t s s i z e a n d economical price. Small business people also prefer Cultus because of its low maintenance cost. So in Life cycle Cultus is placed at maturity level.

Pricing Strategy


All prices of Suzuki vehicles are decided by the Head Office (Pak Suzuki Motor co. Ltd.). All dealers in Pakistan are bound to deal in the given price. Dealers can neither increase nor decrease and set any pricing strategy on its own. The following is the price list of Suzuki vehicles. The prices are quoted in Pakistani currency are inclusive of Taxes and Duties Ex-Bin Qasim plant based on Current rates. However if new Taxes/Duties are levied and rates of existing Taxes/Duties structure are revised by the Government of Pakistan, the impact of such levies/revisions would be born by the purchaser and the prices prevailing at the time of delivery will apply.

Place Strategy

Place strategy plays a fundamental role in the marketing mix of a product or service. Place strategy outlines how and where a company will place its products and services in an attempt to gain market share and consumer purchases. A practice involving the application of branding and sales strategies to different regions, cities, states or countries. The sales or distribution channels of Pak Suzuki cultus shown in the following Diagram.

Brand Personality of Cultus

“For people who want

competency and sophistication

through driving experience, so

cultus is a right choice for

them.”

“Drive the Exclusive way”

Promotion

strategy

Corporate image

To provide the top quality product to the satisfaction and requirement of customer.


Conduct operations in compliance with applicable, environmental, occupational health and safety law and regulation. Where existing laws and regulation are not required.

Brand Management

They thrive on technology and have a niche for themselves worldwide they keep up bringing new innovation in their armory to attack the costumers and to capture the market. For Promotion of Pakistan Suzuki automobiles, we will use different media T.V,Radio, Test Drive, Sponsorship, News paper etc. We will aware our target audience through above sources

Conclusion

After completing this project we conclude that Suzuki enjoyed the 67 per cent of the 800-2000 cc passenger car market in Pakistan. The Suzuki is also aware of the emerging competition in the small car segment and has drawn up a well planned strategy to maintain its market lead by bringing new models this year. SUZUKI has strong position in market and also has strong and good customer relationship. Due to the low price level the huge incentive for the customers but competition is also get still.

RECOMMENDATION:

Suzuki Motors should expand European and Asian market, concentric diversification, bring in recreational vehicles, acquires or develop new product that could appeal to its current customer groups even though those new products may be technologically unrelated to the existing product line.

pak suzuki motor (sundus shehzadi)

Documents

entire pak suzuki management

wide range of suzuki

environment pak

pakistan marketing

course of study

level of production

production manager

place strategy