INTRODUCTION:

MOTOR CORP. is a Japan based Multinational Company having its registered Office at Hamamatsu, Japan.

MOTOR CORP. market and distribute its products in more than 192 countries.

Product Line:

Company Profile

Pak Motor Company Limited is a public limited company with its share quoted on Stock Exchanges in Pakistan. The company was formed in August 1983 in accordance with the terms if a joint venture agreement between Pakistan Automobile Corporation and Suzuki Motor Corporation-Japan. The company started commercial production in January 1984 with primary objective of progressive manufacturing, assembling and marketing of Cars, Pickups, Van and 4*4 vehicles in Pakistan. The Company’s existing plant located at Bin Qasim was performed in earl 1989 by the Prime Minister then in office. By early 1990, on completion of first phase of this plant, in-house assembly of all Suzuki engines started.Under the Government’s privatization policy, the company was privatized and placed under the Japanese management in September 1992. At the time if privatization, it increased its equity from 25% to 40%.The Suzuki Management immediately after privatization started expansion of the existing plant to increase its installed capacity to 50,000. The expansion was completed in July 1994.The company continues to be in the fore-front of automobile industry of Pakistan. Over a period of time, company has developed an effective and comprehensive network of sales, service and spares parts dealers who cater the needs of customers and render effective after-sale service country wide.

“To Be Excellent All the Round”

To provide automobile of international quality at

competitive price.

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 Pakistan society through development of

industry in general and automobile industry in Pakistan.

At Glance

Location DSU 13,Bin Qasim, Karachi

Total Area 64 Acres

Production Capacity 80,000 units/annum

Paid Up Capital 491.312 million

Total Turn Over Rs.24 billion.(2004)

No Of Employees 1400

Marketing PlanMarketing Plan

Suzuki products continue to enjoy customers’ confidence and have been successful to retain 51% market share of the locally produced vehicles. During the year company had launched four new models Liana, Grand VITARA XL-7, Jimmy and Suzuki APV. These models were well accepted by the market.

In February 2006, made in Pakistan Liana car was launched. This model has replaced BALENO whose production has been discontinued. Now, here we are developing marketing plan for Suzuki Liana for 2007.

Current Marketing Situation

Market description:

NEW VEHICLE SALE

Pakistan has become has become attractive market place for Automobile industry due to the high demand of new vehicle during the last 5years. In addition to strong new vehicle sales, Pakistan has also hit a new record in New Vehicle sale. In a repot of January 6, 2006, sales of new vehicles in Pakistan were almost “192,807”.

In Last 5 year, regarding to high demand of new vehicles in our country my new companies enter in market and many existing companies introduce new models.

Main reason behind that record sale and demand is banks flexibility to give loans and low mark up rates that unable low income people to buy car.

Vehicles sale (%) 5.5

3.5

2

1.5

01 02 03 04 05

Pakistan Automobile Industry:

Calendar year Total Sale(vahicles) % growth

2000 41,000 18%

2001 49,000 20%

2002 59,000 20%

2003 93,000 57%

2004 129,016 37%

2005 192,807 49%

Target Market Analysis

Pak Suzuki has targeted the high-income class in urban areas, Upper class, Middle-upper, Business owners, Individual’s good salaries, Managers, Young singles, young married, and The Company has targeted the people who are quality oriented. People who give preference to protection. Company has targeted the urban areas and not rural because that way the company wouldn’t have been able to achieve it’s goal.

Market Description

Market Segment:In consumer market Pak Suzuki focus on following segments

1. Demographics: Primary Market Secondary Market

Age 18 -59 60+

Gender Male Female

Family Size 1-5 5+

Social Status Upper class, Middle-upper Middle Class

Occupation Business owners, Individual’s good salaries,

Managers,

Self-employed, Officials

Family Life cycle Young singles, young married, Old singles, Old married, Married couple with children’s, Old

married with Childs

2. Geographic:

Country: Pakistan

Country region: Urban, Developed and modern areas

Rural

3. Behavioral:

People that Show off

Try new things Adventures

Luxury & Stylish Vehicle Careful about environment

Influenced by technology

Product Review

The Suzuki Liana takes you out of the ordinary and into a realm where your imagination and sense of adventure have free reign. On one level, it’s everything you’d expect of a Suzuki: stylish, immaculately engineered ad uncommonly versatile.On another level, it’s something entirely different, a car that in style, dimensions and comfort will inspire you to see every day as an open door to a new age.Pak Suzuki has introduced four different models under the same brand name Liana:

1. Liana RXI: Engine power M13A (13 cc) Steering rack and pinion Fuel Tank. Capacity of 50 litre petrol Body colored outside door handle 5 seater feature Steel wheels with 14-inch full wheel covers GAS cylinder for CNG version contains 60 litre capacity

2. Liana LXI: Engine power M 13A (13 cc) Body colored outside door handle Steering is rank and pinion Fuel Tank contains capacity of 50 litre

3. Liana EMINENT: Engine power M16A (16cc) 4 automatic gears Steering is rank and pinion Fuel Tank capacity is 50 litre

4. Liana Sport: Engine Power M13 (1300cc)

New 15 inch Alloy wheel Steering is rank and pinion Rear comb lamp garnish Fuel Tank capacity is 50 liter.

Specifications ofSpecifications of Liana ModelsLiana Models

DIMENSIONSOverall length   mm 4,350Overall width    mm 1,690Overall height    mm 1,545

Wheelbase    mm 2,480Tread Front   mm 1,450Tread Rear  mm 1,445

ENGINEType M13A M16A

Cylinders 4Number of valves 16Compression ratio 9.0Maximum output

kw/rpm66/5,750 76/5,500

Maximum torque Nm/rpm

116/4,750 144/4,000

TRANSMISSIONType 5MT 4AT

Gear ratio 1st 3.545 2.875Gear ratio 2nd 1.904 1.568Gear ratio 3rd 1.310 1.000Gear ratio 4th 0.969 0.697Gear ratio 5th 0.815 -

Gear ratio Reverse 3.250 2.300Final Gear ratio 4.105 4.144

CHASSISSteering Rack and pinion

Brakes Front Ventilated discsBrakes Rear Leading and trailing drums

Suspension Front McPherson strut and coil springSuspension Rear Strut coil spring

CAPACITIESSeating Persons 5Fuel Tank Litre 50

Gas cylinder for CNG version litre (Water

capacity)

60

Competitive review

Competitors of Pak-Suzuki:

There are many Competitors of Pak-Suzuki in Pakistan.

Brands Company

Toyota/Daihatsu Indus Motor Company Honda Honda Atlas Cars Ltd. Hyundai Dewan Farooque Motors. Mitsubishi Mitsubishi Company Ltd. Chery Pak Chery Automobile (Pvt.) Ltd. Adam Motor Adam Motor Company KIA KIA Motor Company Nissan Nissan Motor Company Chevrolet Chevrolet Company Ltd.

Competitors of

Make Model Engine Power

Price

Toyota Corolla-XLI 1300cc 8,79,000

Toyota Corolla-GLI 1300cc 9,69,000

Honda City-EXIS 1300cc 8,80,550

Honda City-VARIO 1300cc 9,30,000

Mitsubishi Lancer-GL 1300cc 9,69,000

Mitsubishi Lancer-GLX (M/T)

1300cc 9,99,000

Nissan Sunny-EXS (M/T)

1300cc 11,25,000

Nissan Sunny-EXS (M/T) CNG

1300cc 11,49,000

Competitors Features

Here, some features of strong competitors of Liana

Toyota (model XLI 1.3cc EFI)Power steering, CD \player with AM/FM radio with 2-speaker, Rear console box, Front seat belts,4 wheel disk brakes, Adjustable rear headset, 3-Spoke tilt steering.

Toyota (model GLI 1.3cc EFI)

Power steering, power door mirrors, power windows, centre door locking, CD player with AM/FM radio , matching bumpers, tilt steering, adjustable rear headset

HONDA (model City 1.3cc)

Programmed fuel injection, electric power steering, Stereo cassette player, rear defroster, body color bumper, crumple zones, G-CON technology, 4 spoke steering, front and rear seat belts, and wheel caps.

Nissan (model Sunny EXS 1.3cc)

Adjustable rear headset, tilt steering, matching bumpers, decent look, stereo cassette player with FM/AM radio 2 – speakers mono based. Attractive Alloy rim with secure safety cover.

Nissan (model Sunny EXS automatic 1.3cc)

Contains fuel injection, electric power steering, and automatic lock system, anti –theft system which secures your car safety. CD player with FM/Am radio.

Despite this strong competition, Liana cares out a definite image and gain recognition among the targeted segments. We arrange our

product models by keeping In view competitors products and also consumer needs of customer so that our product is able to provide

customer value and satisfaction.

Distributor Review

Liana will be distributed through 2 different channels1. Authorized 3s dealer:

There are “65” 3S dealers of Pak Suzuki all over the Pakistan. That are providing three type of services under one roof

Sales Services Spare Parts

2. Non-Authorized :Many non-authorized dealers also contain Liana due to profit margin

that they can get from ON PRICE on Liana.

SWOT analysis

Objectives

We have set aggressive but achievable objectives for the second years (2007) of market entry.

Primary objective:We wish to achieve break even point in coming 2007, and aim to achieve 7%

market share, and sell almost 12000 units.

Secondary Objective:In long run to keep product in mature stage for a long time, increase the sale and to

maximize the profit in next coming year becomes the market leader in luxury cars.

Marketing Plan

Suzuki

Presented by: Atif Aziz MBP-7245