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
Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus
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:.
Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus
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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.
Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus
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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
Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus
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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#$es
># Ma)imize market share !y producing more cars per year
2# Ceelop more efficient and innoatie engines which gie comparatie
adantage
4# +se efficient '5( system
9# /ocus on looks and design of e)terior to compete with Honda and %oyota
?# /und and esta!lish technical institutes to gain more skilled workforce from
local market
:# Maintain Duality in afforda!le price will help to compete with direct
competitors and used imported cars
@# Ceelop fuel efficient engines to gain edge and eliminate threat of fuel
prices increase
;# 1nhance distri!ution to aoid threat from second hand imported cars
Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus
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Elements Of Environmental Analysis
Socio6Culture
En
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E&AE,BI)!,ME,".S.--'6+5%RI1S, P.0IS%.5.-S6H.SS6M1-1(IS-.%I65.&6+%1.'HS1'%6R# &+%-I01
C1B1-6PI5('6+5%RI1SI%ISH.RC-F&1I5(IMP6S1C&F.+%H6RI%I1S# %H1'6RR+P%I65,SM+((-I5(.5C&-.'0M.R01%I5(H.B1&115S+PP6R%1C&F(6B1R5M15%R1-.%1C
6//I'I.-S# %H1+5C+1/.B6RIS(IB15%6%H6S1&+SI51SSM15$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.---.$.5C-1(IS-.%I65.
EC!,!MICE,BI)!,ME,"P.0IS%.5, .5IMP6B1RISH1C.5C+5C1RC1B1-6P1C'6+5%RF, H.SS+//1R1C/R6M
C1'.C1S6/I5%1R5.-P6-I%I'.-CISP+%1S.5C1E%1R5.-65(6I5('65/-I'%$I%HI5CI.#
H6$1B1R, IM/ .PPR6B1C%H1(6B1R5M15%P6-I'I1S, 15'6+R.(1S&FCI//1R15%/6R1I(5
.SSIS%.5'1.5CR151$1C.''1SS%6(-6&.-M.R01%SI5'12
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Product Mi) Pak Suzuki Motor 'ompany -imited#P./ 0arachi Institute of 1ngineering %echnology 3 'ity 'ampus
SI"
=IM,0
%!A,
ME-)A,
A"!
C("(S
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APB
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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
>4