Atlas Honda Motorcycle Company

8/6/2019 Atlas Honda Motorcycle Company

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ATLAS HONDA MOTORCYCLE COMPANY

BRM REPORT

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INTRODUCTION

Atlas Auto Limited manufactures and markets Honda Motorcycle under a technical

assistance agreement with Honda Motorcycle Company LTD. Of Japan. An epoch-

making event in the history of the company cementing of Atlas Honda relation with

Honda Motorcycle Company LTD. Of Japan becoming as equity-holder in Atlas in 1988.

Due to the suitability wide range and high quality of the product, Honda motorcycles are

by for the best selling motorcycle in the country. Turnover has risen from Rs. 2.5 million

in 1965 to Rs. 830 million in1987.

Pakistans motorcycle market size is still relatively quite small Nevertheless. Atlas has

undertaken to develop local manufacturing capabilities to the highest-level economically

feasible while a major role in localization has been assigned to vendor industries. Atlas

has invested Rs. 197 million in fixed assets between 1983 and1987 to develop the

country largest in house manufacturing capacity in the industry. By end of 1988 local

component will go upto 70% of Atlas product.

Atlas management is strivings to modernize company operation by adapting applicable

aspects of research and theory and more especially Hondas philosophy and practices

to the realities of Pakistani Conditions Company management structure and processes

are being transferred to meet challenges of growth and change.

Effort are being made to develop genuine participation of all levels of personnel in

decision making; substantial and effective delegation has been established at all level

various participation programmes, such as Alaymayar quality circles movement

launched in 1985 are supported to encourage constructive self expression and team

work. The company training and development programmes encourage each member to

develop himself to his full potential.
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To support the production facilities the company has established a R&D wing and tool

making facilities which are set to grow rapidly in size and function.

Atlas is playing a pioneering role in creating conditions for easy and confident use of

motorcycle all over the country. A vast network of motorcycle, service and share partsdealers has been established to provide dependable service to every motorcycle user.

To back up this system, Atlas has set up a permanent motorcycle technical training

center in Lahore which provide several courses of varying duration and complexity for

motorcycle mechanics user each year. Mobile training facilities take the latest know how

on technology and maintenance of motorcycles to major rural centers around the

country.

ORGANIZATION HISTORY

The established year of Atlas Autos Limited in 1963. In 1964 Atlas entered into technical

assistance agreement with Honda Motorcycle Company of Japan for manufacturing and

assembly of Honda Motorcycle in Pakistan. It is the only Public Limited Company in the

industry of Pakistan. Atlas Autos Limited operate two plants one at Panjdarys

Sheikhpura Road Lahore. Both Plants are franchises and have relationship of technical

collaboration.

MANAGEMENT OF ATLAS AUTOS

In 1964 Atlas autos started business as assembler of Honda Motorcycle, than they

came into the business of import Honda spare parts.

The organization set up of Atlas is as follows:-

A Board of Director consists of 7 members, elect a chairman, chairman has all

managerial authority.

Chairman is selected out of directors and It is the responsibility of chairman to conductthe business on a satisfactory line and maximize the profit.

After the chairman then comes C.E.O (Chief executive officer). Then for assistance of

chairman and C.E.O personal manager, accounts manager, production manager and

marketing manager are selected.


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Seven managers are working under C.E.O each manager is responsible for respective

function.

There are two sales managers one for North Zone and one for south Zone. In the every

zone two provinces.

In the North Zone come Punjab, NWFP and Azad Kashmir. In south zone Sindh and

Baluchistan. In north zone there are three regions.

1- Lahore

2- Multan

3- Rawalpindi

The head of every region is regional manager.

RESEARCH OBJECTIVES

The main purpose of my research is:-

v To Visualize and identify these factors that contribute to the demand of Honda

Motorcycle in Multan city (Punjab, Pakistan).

v To recommend suggestion to increase the demand of Honda Motorcycle and getting

much marketing share.

RESEARCH DESIGN

Research design is the arrangement to condition for collection and analysis of data in a

manner that aims to combine the relevance to research purpose with economy in

procedure.

Measurement

For the measurement of attitude of people, We used open-ended questions as well as

fixed alternative questions in our questionnaire.

Sampling


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The basic idea in sampling is that the analysis of some of the element in the population

provide useful informations about entire population. An element is the subject on which

the measurement is being taken. It can be called as the unit of study. Population is the

total collection of element about which we wish to make increase.

For the selection of sample, we used the stratified sampling. We divide the Mutlan city

into 4 regions which are given as under:

1. Gulgasht

2. Hussain Agahi

3. Shah Rukan Alam

4. Cantt

After dividing the Multan city into different region. The we used random sampling and

select 25 respondents from evry region. Our target respondents are the customers and

dealers of Honda Motor Cycle.

Sample Size

Dealers and customers of Honda Motor Cycle are easily available, so it is easy to select

a big sample size. For the purpose of our research We selected a sample of 100

customers and 3 dealers of Honda Motor Cycle, because of the time constraint thats

why we selected these customers and dealers.

Data Collection Method

The report is based on primary data. Information are directly taken form the customers

and dealers of Honda Motor Cycle for the particular purpose. For that purpose we

developed two questionnaire ( for customers and dealers ).

We have conducted personal survey method. The main qualities of this survey method

are as fellows:

1. The most important features of this method is that it leads towards high participation.

Moreover, in personally interview the interview can carry with additional informations.


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2. The props and visual aids can also enhance the vision of knowledge of interviewer.

The interviewer has more control over the personal interview than other interrogation

types.

3. The greatest value of this method is the depth and detail of information that can besecured. It for exceeds in volume and quality, the information we can usually secure

from telephone and mail survey.

4. The interview can do more things to improve the quality of the information received

than with other methods.

Respondent motivation is heavily in the hand of the interviewer. Studies of reaction to a

number of surveys indicate that respondents can be motivated to participate in personal

interviews.

Medium of Communication

All the users of Honda Motor Cycle are not educated. So we adopt different style.

For educated persons we use the same questionnaire.

But for uneducated persons we translate the questionnaire for them.

Questionnaire

For

Consumers

Q.1: What is your Occupation?

REPONSES % AGE

Student 15 15%

Govt. Employee 40 40%

Business man 20 20%

Others 25 25%

Total 100 100%


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Conclusion:

In our respondents 15 persons are students, 40 are Govt.Employee, 20 business man

and 25 are related to other occupation. From this result we can say the users of Honda

Motorcycle are Govt.Employee and Other occupation.

Q.2: What is your Income Group?

REPONSES % AGE

5000-10000 30 30%

11000-15000 40 40%

16000-20000 20 20%

21000-25000 8 8%

26000-above 2 2%

Total 100 100%

Conclusion:

The respondents whose income is 5000 to 10000 are 30, 11000 to 15000 are 40, from

16000 to 20000 are 20, from 21000 to 25000 are 8 and finally 26000 and above are


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only 2. So we can say that the user of Honda Motorcycle is middle family people so it is

bike of economical people.

Q.3: What is your preference?

RESPONSES % AGE

Yamaha 0 0%

Honda 100 100%

Suzuki 0 0%

Total 100 100%

Conclusion:

We have interviewed just those persons who are driving Honda Motor Cycle so

preference for this sample comes to 100%.

Q.4: You yourself purchased it?

RESPONSES % AGE

Yes 92

No 8

Total 100


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Conclusion:

Out of a sample of 100 respondent 92 were of the view that they personally purchased

the bike and 8 said that is give to them by their company. So it means that 92% people

have purchased the bike personally which 8% people got it from their company.

Q.5: When did you purchase Honda Motorcycle?

RESPONSES % AGE

Before 1984 0 0%

1985-1990 10 10%

1991-1995 20 20%

1996-2000 25 25%

After 2000 45 45%

Total 100 100%

Conclusion:

When we asked this question to respondent, out of 100, 10 were those who purchased

during 1985-1990, 20 were those who purchased during 1991-1995, 25 were those who

purchased during 1996-2000 and finally 45 were those who purchased after 2000 so we

can say that the market or demand of latest model is more than others.

Q.6: Why you purchase Honda Motorcycle? Because of

RESPONSES % AGE

Fuel consumption 58 58%

Less Noisy 0 0%

Parts Availability 0 0%

All of the above 42 42%

Total


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Conclusion:

Out of 100 respondents, 58 persons said that they preferred Honda Motorcycle due to

fuel consumption, and 42 persons say that they purchase Honda motorcycle because ofall these qualities which mention are present in the motorcycle. So we can say mostly

people purchase Honda motorcycle because of Fuel consumption.

Q.7: have you used any other brand of Motorcycle?

RESPONSES %AGE

Yes 45 45%

No 55 55%

Total 100 100%

Conclusion:

When we asked this question, 45 respondents said that they used other brand of

motorcycle while 55 persons told us that they never used any other brand of Motorcycle.

Q.8: If yes then what is the reason of change?


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RESPONSES %AGE

Fuel consumption 40 88.888%

Spare part availability 0 0%

Any other mention 5 11.111%

Total 45 100%

Conclusion:

In response to this question 40 respondent said that they have change previous

motorcycle with Honda motorcycle because petrol average per liter of previous

motorcycle is very low as compared to Honda motorcycle and 5 respondent said that

any other mention like there machines are not easily available and etc.

Q.9: What is average coverage of your Motorcycle per liter?

RESPONSES %AGE

40-50 15 15%

51-60 60 60%

61-70 25 25%

71-80 0 0%

Total 100 100%


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Conclusion:

In the regard of this question, 15 person said that their bike cover 41-50 km per litter

while 60 respondents said 51-60,and 25 respondent said 61-70. So I can say it is a

main factor of Honda bike.

Q.10: Do the spare parts easily available?

RESPONSES %AGE

Yes 100 100%

No 0 0%

Total 100 100%

Conclusion:

When I asked this question, response to this question is 100% in favor. The

respondents said they have to never face any problem because the spare parts of

Honda Motorcycle are easily available. So it is also a main cause that Honda

motorcycle has an edge on other Motorcycle.

Q.11: Do you think that fuel consumption affect your purchase decision?

RESPONSES %AGE

Yes 91 91%

No 9 9%

Total 100 100%


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Conclusion:

In the response of this question all respondent said that fuel consumption affect their

purchasing decision. They said we can save our money. Because expense of this

motorcycle is less as compare to other motorcycle.

Q.12: If Yes then how much?

RESPONSES %AGE

Very much 60 65.94%

High 20 21.98%

Low 0 0%

Normal 11 12.1%

Total 91 100%

Conclusion:

Out of 100 respondent 60 said that fuel consumption affect their decision very much

while 20 said that it is high affect on their decision. While 11 said that fuel consumption

has normal affect on their decision.


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Q.13: Do you think the price of motorcycle affect your buying decision?

RESPONSES %AGE

Yes 56 56%

No 44 44%

Total 100 100%

Conclusion:

In the response of this question, 56 respondent are those said that price affect their

purchasing decision while other 44 respondent told that price does not affect their

purchasing decision.

Q.14: If yes than up to what extent?

RESPONSES %AGE

High 32 57.15%

Normal 22 39.29%

Low 2 3.58%

Total 56 100%

Conclusion:


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Out of 56 respondents are those who said that price affect their purchasing decision, 32

persons said price has high affect while 22 respondent said that price has normal affect

and finally 2 respondent said that it has low affect on their buying decision.

Q.15: Do the mechanics easily available for the repair of Motorcycle?

RESPONSES %AGE

Yes 100 100%

No 0 0%

Total 100 100%

Conclusion:

When we asked this question the entire respondent said that mechanics are easily

available for the repair of Honda Motorcycle. So it is also a main factor that Honda

Motorcycle captured the market and spread all over the country.

Q.16: What is the resale value of Honda motorcycle after four years?

RESPONSES %AGE

More then half price 70 70%

Equal to half price 29 29%

Less than half price 1 1%Total 100 100%


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Conclusion:

Honda Motorcycle is a cash deposit bike. You can cash it at any time. When we asked

about the resale value all respondent said that they preferred Honda Motorcycle

because it will be sold more than half price. Some respondent said that they sold Honda

motorcycle more than their original price. So it is an important factor of Honda

Motorcycle.

Q.17: What is the performance of its shocks?

RESPONSES %AGE

Very good 25 25%

Good 55 55%

Normal 20 20%

Bad 0 0%Very Bad 0 0%

Total 100 100%

Conclusion:


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In response to this question, 25 respondent said V.Good, 55 said Good and 20 people

said the performance of shocks is normal. So we can say that the over all performance

of shocks is good.

Q.18: What is the performance of its engine?

RESPONSES %AGE

Very Good 25 25%

Good 70 70%

Normal 5 5%

Bad 0 0%

Very Bad 0 0%

Total 100 100%

Conclusion:

25 respondents said that performance of engine is V.Good 70 respondent said good

while 5 person said normal. So it is a main cause due to which Honda Motorcycle

captured the market.

Q.19: How is its electric system (cdi) ?

RESPONSES %AGE

Very Good 14 14%

Good 40 40%

Normal 45 45%

Bad 0 0%

Very Bad 0 0%

No (cdi system) 1 1%

Total 100 100%


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Conclusion:

14% respondent said V.Good, 40% said good and 45% respondent said Normal electric

system and 1 respondent said that he has no cdi system I his motorcycle. So over all

we can say that Honda electric system of Honda Motorcycle is good.

Q.20: How is the pick up of Honda Motorcycle?

RESPONSES %AGE

Very Good 5 5%

Good 20 20%

Normal 75 75%

Bad 0 0%

Very Bad 0 0%

Total 100 100%

Conclusion:

5% people said that pick up of Honda Motorcycle power sV.Good, 20% said good

and 75% respondent said its pickup is normal. From this result we conclude that

Honda motorcycle is economical bike for the people.


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Q.21: Is it a balanced bike?

RESPONSES %AGE

Yes 100 100%

No 0 0%

Total 100 100%

Conclusion:

From 100 respondent all the respondent said that it is a Balanced Bike. So we can

conclude that it is balanced bike.

Q.22: Have you seen any Advertise of Honda Motorcycle on TV or any other media like

Newspaper, journal etc?

RESPONSES %AGE

Yes 80 805

No 20 205

Total 100 100%


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Conclusion:

Out of 100 respondents 80 says that they have seen the advertisement of Honda

motorcycle and 20 says that they havent seen it. So we can say that most of the people

have seen the advertisement of Honda Motorcycle.

Q.23: Whether the advertisement of Honda Motorcycle is Impressive?

RESPONSES %AGE

Yes 30 37.5%

No 50 62.5%

Total 80 100%

Conclusion:

In the response of this question 37.5% respondent said that advertisement of Honda CD

70 is impressive while 62.5% said that it is negative. So, we can conclude that

advertisement is not good of Honda motorcycle.

Q.24: Do you thing the advertisement affect your purchasing decision?

RESPONSES %AGE

Yes 10 12.5%

No 70 87.5%

Total 80 100%


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Conclusion:

Out of 80 respondent 10 said that advertisement affect their purchasing decision while

70 said advertisement has no affect on their buying decision.

Q.25: Do you think the market value affect your purchasing decision?

RESPONSES %AGE

Yes 95 95%

No 5 5%

Total 100 100%

Conclusion:

95% respondent said that market value affect their purchasing decision while 5% said in

No. Honda motorcycle is such motorcycle which we can sell it at any time. So it is a

main cause Honda motor has an edge on other motorcycle.


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Q.26: Are you satisfied with company after sales service?

RESPONSES %AGE

Yes 75 75%

No 25 25%

Total 100 100%

Conclusion:

In the regard of this question 75 respondents said that they are satisfied with after sales

service while 25 respondents said that they are not satisfied.

Q.27: Have you any suggestion about motor cycle to the company?

RESPONSES %AGE

Yes 30 30%

No 70 70%

Total 100 100%

Conclusion:


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30 respondents give different suggestion they said that company make it heavy,

Improve the equality make it innovative reduces the prices of spare parts etc. while 70

respondents give no suggestion.

Q.28: What is your education?

RESPONSES %AGE

Metric 10 10%

F.A. 30 30%

B.A. 40 40%

Masters 20 20%

Uneducated 0 0%

Total 100 100%

Conclusion:

In our respondent 10 are Metric, 30 are F.A. 40 B.A. and 20 respondents are in

masters. So we can say educated people mostly used it.

Questionnaire

For

Dealers

Q.1: Why you preferred the dealership of Honda Motorcycle?

RESPONSES %AGE

Incentive to dealers 0 0%

Easily dealership available 0 0%

Much sale 3 100%


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Total 3 100%

Conclusion:

Out of 3 dealers, all of them preferred the dealership of Honda motorcycle because its

sale is more than other motorcycle.

Q.2: How is the security requirement for its dealership?

RESPONSES %AGE

High 1 33.333%

Low 0 0%

Normal 2 66.667%

Total 3 100%

Conclusion:

1 respondent said that its security requirement is high, while 2 respondent said that

security requirement is normal.


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Q.3: How much the incentive given to you?

RESPONSES %AGE

Very much 2 66.667%

Much 0 0%

Normal 0 0%Less 1 33.333%

Total 3 100%

Conclusion:

2 dealers said that for its dealership a very much security is required and while 1 say

that less security is required for its dealership.

Q.5: Do you advise your family members, friends to purchase it?

RESPONSES %AGE

Yes 3 100%

No 0 0%

Total 3 100%


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Conclusion:

When we asked this question from dealers, the response is 100%. They said that which

thing they sale they must advertise for it.

Q.6: Why people purchase it? Because of

RESPONSES %AGE

Fuel consumption 2 66.667%

Spare parts availability 0 0%

Four stroke 0 0%

All of above 1 33.333%

Total 3 100%

Conclusion:

In response to this question, 2 dealers said that people purchase it due to fuel

consumption, and 1 dealer said that people preferred it because all these qualities are

in this motorcycle. It is a four stroke, spare parts easily available and also fuel

consumption is less as compare to other motorcycle.

Q.7: Do you check the bike before its sale?

RESPONSES %AGE

Yes 3 100%

No 0 0%

Total 3 100%


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Conclusion:

In response to this question all dealers said that they check the bike before its sale.

Q.8: How much are your monthly Sale?

RESPONSES %AGE

1-10 0 0%

11-20 0 0%

21-30 3 100%

Total 3 100%

Conclusion;

In reply to this question all the dealers said that their monthly average sale is between

21-30.

Q.9: How much profit you get on the sale of a bike?

RESPONSES %AGE


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1000-2000 0 0%

2001-3000 3 100%

More than 3000 0 0%

Total 3 100%

Conclusion;

All the dealers said that there profit is between 2001-3000 from the sale of each

motorbike.

Q.10: What is the behavior of its user about it?

RESPONSES %AGE

Good 0 0%

Very Good 3 100%

Normal 0 0%

Total 3 100%

Conclusion:


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All the dealers said that the behavior of customers is very good towards Honda

Motorcycle.

Q.11: What step you have taken for its promotion?

RESPONSES %AGE

Not taking steps for itspromotion

0 0%

Motivating the people &suggestion to thecompany

3 100%

Total 3 100%

Conclusion:

We are taking too many steps. We are increasing sales promotion effort. We are also

increasing the advertisement of Honda Motorcycle. We are also tried to motivate the

people to purchase it. We held seminars with the help of company and also use P.R

and tell the people its advantage.

Conclusion

Conclusion

After conducting the research we can say that Honda motorcycle is successful and

popular in people because of the following reasons:

Spare Parts Availability:


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The spare parts of Honda motorcycle is easily avilavble in the market. If some fault

occurs and due to that fault customers has to replace a particular parts, Which is easily

available in the market, so customer has to face no problem. It is a main factor due to

which Honda motorcycle is too much popular.

Resale Value:

The customers are strongly satisfied with the resale value of Honda motorcycle. The

user can easily sale it more that half price at which he purchased. Some time the user

of Honda Motorcycle sale it greater that price at which they purchased so it is a fact

users agree with its resale value.

Petrol Average:

The petrol average of Honda motorcycle is also very good. In the beginning its average

is very good and more than 70 km per litter. After some time its average decrease but

not too much. The minimum petrol average of Honda motorcycle is 50 according to our

survey. It is a very good petrol average.

Service And Maintenance:

The mechanics are easily available for the repair of motorcycle and they also trained in

their work. So consumers have to

Face no problem of service and maintenance.

After Sale Service:

The company gives free service after sale of motorcycle. Due to this customers are

satisfied with its after sales services.

Pick up:

The pick up power of Honda Motorcycle is good. The pick up power of other motorcycle

is very low as compare to Honda Motorcycle.

4Strokes:


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This quality of Honda Motorcycle make this product different from others motorcycle. It

is only 4 stroke motorcycle.

Electric System:

The electric system of Honda Motorcycle is also to much affective.

Design:

The management of Honda motorcycle changes the design of motorcycle at the time.

Honda Company introduced or replaced 113 models of motorcycle with in 18 months,

other companies are not able to introduce new model so quickly. Due to this factor

Honda motorcycle is popular.

Others:

When we asked questions to the customers about the bike, most people said that it is a

balanced bike. They showed satisfaction on the meter performance, shocks reliability

and speed.

One more factor we felt during our survey is that mostly students and Govt. servant like

Honda motorcycle and it is more popular in highly educated person the age group 20-25

years and income Rs3000 to 5000.

Atlas Honda Motorcycle Company

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Transcript of Atlas Honda Motorcycle Company