Professional Documents
Culture Documents
Contents
Dedication .................................................................................................................................. 8 Acknowledgement ..................................................................................................................... 9 Letter of Transmittal ................................................................................................................ 10 EXECUTIVE Summary........................................................................................................... 12 Current Situation Analysis of Macro Environment .............................................................. 13 Demographics ...................................................................................................................... 13 Economic Condition ............................................................................................................ 14 Social and Culture Forces .................................................................................................... 14 Political and legal forces ..................................................................................................... 14 Technology .......................................................................................................................... 15 Current situation of market and market analysis ..................................................................... 15 Market definition ................................................................................................................. 15 Market size ........................................................................................................................... 16 Market Segmentation ........................................................................................................... 16 Target Marketing ................................................................................................................. 16 Gender: ............................................................................................................................. 17 Income: ............................................................................................................................ 17 Family Size: ..................................................................................................................... 17 Age: .................................................................................................................................. 17 Occupational: ................................................................................................................... 17 Positioning ........................................................................................................................... 17 Porters 5 Force .................................................................................................................... 18
2 1. Potential new entrants .................................................................................................. 18 2.Bargaining power of buyers .......................................................................................... 18 3. Bargaining power of suppliers. .................................................................................... 19 4. Threat of substitutes ..................................................................................................... 19 5. Industry Competition/rivalry between competitors ..................................................... 20 Competition and market share ............................................................................................. 20 Atlas Honda ..................................................................................................................... 20 Toyota motor .................................................................................................................... 20 Hyundai motor ................................................................................................................. 21 Adams motors .................................................................................................................. 21 Strengths and weakness of ................................................................................................... 22 Competitor ........................................................................................................................... 22 Atlas Honda ..................................................................................................................... 22 Toyota motors .................................................................................................................. 23 Hyundai motors ................................................................................................................ 24 Adam motors .................................................................................................................... 24 Market trends ....................................................................................................................... 25 THE EMERGING RURAL MARKET: .......................................................................... 26 THE FUTURE OF CONSUMER CLASS: ..................................................................... 26 Natrure of the buying analysis ............................................................................................. 27 Participants ........................................................................................................................... 28 Demographics ...................................................................................................................... 29 Income.............................................................................................................................. 29 Family Size ...................................................................................................................... 29 Age ................................................................................................................................... 29 Occupational .................................................................................................................... 30 Psychographics .................................................................................................................... 30
3 Social Class ...................................................................................................................... 30 Life Style .......................................................................................................................... 30 Buyer motivation and expectation ....................................................................................... 30 Loyalty segments: ................................................................................................................ 30 Current situation internal ...................................................................................................... 31 Company Resources............................................................................................................. 31 Financial ............................................................................................................................... 31 Balance sheet of Suzuki ................................................................................................... 31 People................................................................................................................................... 32 Time ..................................................................................................................................... 32 Skills .................................................................................................................................... 32 Vision & Mission ................................................................................................................. 33 Our Vision ............................................................................................................................ 33 Our Mission ......................................................................................................................... 33 Corporate objectives: ........................................................................................................... 33 financial objective: .............................................................................................................. 34 Marketing objective ............................................................................................................. 34 Long term objectives............................................................................................................ 34 Short term analysis ............................................................................................................... 34 Corporate culture: ................................................................................................................ 35 SWOT Analysis ....................................................................................................................... 36 Strengths .............................................................................................................................. 36 Increasing Demand for Cars ............................................................................................ 36 Resale of Local Assembled Cars ..................................................................................... 36 OEM................................................................................................................................. 36 Quality of Local Cars ....................................................................................................... 36 CNG kit ............................................................................................................................ 36
4 Mechanics ........................................................................................................................ 36 Weakness ............................................................................................................................. 37 WTODeletion Program ................................................................................................ 37 Input Cost ......................................................................................................................... 37 Protection Level ............................................................................................................... 37 Lack of Skilled Manpower for Modern Machinery ......................................................... 37 Scarcity of Raw Material Especially Steel....................................................................... 38 Opportunities........................................................................................................................ 38 Import German Technology and Skills ............................................................................ 38 Foreign Investment and Setup Production Facilities ....................................................... 38 Baggage Fuel ................................................................................................................... 38 Global Spare Part Market................................................................................................. 38 Threats.................................................................................................................................. 39 WTOParts Indigenization ............................................................................................ 39 Competition with Imported Cars ..................................................................................... 39 Fuel Prices ........................................................................................................................ 39 Decreasing Tariff Structure.............................................................................................. 39 MARKETING MIX ................................................................................................................. 40 Marketing strategy-current and the proposal ........................................................................... 42 Product ..................................................................................................................................... 42 PRODUCT LIFE CYCLE ................................................................................................... 42 Introduction: ..................................................................................................................... 42 Maturity Stage .................................................................................................................. 43 Levels of Product ................................................................................................................. 44 Core Benefit ..................................................................................................................... 44 Actual Product ................................................................................................................. 44 Augmented Product ......................................................................................................... 44
5 Product Classification .......................................................................................................... 44 Consumer Product ................................................................................................................ 45 Industrial Products ............................................................................................................... 47 Individual Product Decision ................................................................................................ 47 Product Line ......................................................................................................................... 48 Product Mix Decisions......................................................................................................... 49 Brand Equity ........................................................................................................................ 50 Brand Strategy Decision ...................................................................................................... 50 Product Lines of Suzuki ....................................................................................................... 50 Product Lines in Pakistan..................................................................................................... 51 Automobiles ......................................................................................................................... 51 Specifications ....................................................................................................................... 53 Specifications ....................................................................................................................... 55 Alto 1000 cc ............................................................................................................. 56 Specifications ....................................................................................................................... 57 Mehran 800 cc .......................................................................................................... 58 Specifications ....................................................................................................................... 59 APV 1500cc(Imported).......................................................................................... 60 Specifications ....................................................................................................................... 61 Bolan VAN .................................................................................................................... 62 Specifications ....................................................................................................................... 63 RAVI Pick Up 800cc .............................................................................................. 64 Specifications ....................................................................................................................... 65 History.................................................................................................................................. 66 Price ..................................................................................................................................... 68 Considerations in Setting Price ............................................................................................ 68 l and external considerations ................................................................................................ 68 Lahore business school
6 General Approaches ......................................................................................................... 68 Internal Factors .................................................................................................................... 70 External Factors ................................................................................................................... 72 New Product Pricing Strategies ........................................................................................... 74 Market-Skimming Pricing ............................................................................................... 74 Market-Penetration Pricing .............................................................................................. 75 Product Mix Pricing Strategies ............................................................................................ 76 Price-Adjustment Strategies................................................................................................. 77 Discounts and allowances ........................................................................................................ 78 PLACEMENT.......................................................................................................................... 79 Channel Functions ............................................................................................................... 79 How Channel Member Add Value ...................................................................................... 80 Channel Levels..................................................................................................................... 80 Direct Marketing Channel................................................................................................ 81 Indirect Marketing Channel ............................................................................................. 81 Channel Behavior and Organization .................................................................................... 82 Channel Conflict .............................................................................................................. 82 Channel Dynamics ........................................................................................................... 83 Channel Design .................................................................................................................... 85 Analyzing Customer Needs ............................................................................................. 86 Establishing Channel Objectives ..................................................................................... 86 Identifying Major Channel Alternatives .......................................................................... 86 Evaluating major channel alternatives ............................................................................. 87 Channel Management .......................................................................................................... 87 Retailing Process .................................................................................................................. 88 Types of Retailing ............................................................................................................ 88 Placement in Retailing Process ............................................................................................ 88
7 Wholesaling Process ............................................................................................................ 88 Why Wholesalers? ........................................................................................................... 88 Placement in Wholesalers Process ....................................................................................... 89 Market Logistics .................................................................................................................. 89 OBJECTIVES .................................................................................................................. 89 Market Logistics Decisions.................................................................................................. 90 Order processing Decisions ............................................................................................. 90 Warehousing Decisions ................................................................................................... 90 Inventory Decisions ......................................................................................................... 90 Transportation Decisions ................................................................................................. 90 Promotion............................................................................................................................. 90 Integrated Communication................................................................................................... 91 Seven Steps in Developing an Effective Communications Plan ..................................... 92 Push vs. Pull Strategy .......................................................................................................... 94 Push strategy .................................................................................................................... 94 Pull strategy ..................................................................................................................... 94 Budget and control ................................................................................................................... 95 Suggestion and recommendations............................................................................................ 95 Bibliography ............................................................................................................................ 96
Dedication
Dedicated to our beloved parents, teachers, and such a great source of inspiration and a drive to work for all of us! friends, whose assistance and moral support is
Acknowledgement
Every word of praise and gratitude goes to Allah Almighty whose blessings and bounties are innumerable to realize and count, and due respect to Holy Prophet (peace be upon Him) who enables us to recognize our creator and whose teachings are a role model for us to follow in the time of darkness and despair. Our extreme and heartiest thanks is for our Respected teacher, who guided us so well at every stage of this project of Suzuki Motors when we could not just step ahead without her kind assistance.
She is a true source of knowledge and a Personality to follow for all of us!
Special Thanks to Mr. Mudassar the assistant manager of Suzuki Motors,
without his guidance the compilation of this report was not possible.
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Letter of Transmittal
Mrs. Aaffia Khalid Faculty Member Lahore Business School University of the Lahore
Dear Maam Aaffia: Here Is the Report of Principles of Marketing for third semester of Bachelors in Business Administration (BBA) from Lahore business school, University of the Lahore . As you will see, we have given the profile and history of Suzuki Motors and its future endeavors. After that we have discussed each P of the promotion mix in detail. At the end, we have done a detailed SWOT analysis of Suzuki Motors explaining its strengths, weaknesses, opportunities and threats.
11 We pay our heartiest gratitude to Maam Aaffia Khalid to help us provide such a base. It has been a great opportunity for us to improve and enhance our knowledge as well as our learning capacities.
Sincerely Yours,
Farzan Yahya Muazzam amin Muhammad ali Umer Farooq Arshad Qamar-Uz-Zaman
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EXECUTIVE Summary
organization and have a practical experience of what is going on in the market. In short, what the market really is. The purpose of this project is to study and develop deep insight into the
Our project is all about the marketing mix and the detailed analysis of
In this project of ours we have sorted out the procedure how the company does the purchase and sales and on various issues related to its processes.
groups of the organization. Then we explained the product, price, placement and much more.
We started with the history and then explained the segments and target
and promotion one by one in great detail with the help of pictures, list prices,
section of this project which will surely communicate that how well we have understood the marketing insights.
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Demographics
Society holds a global or summary belief that an organization is proper and worthy of support. Suzuki takes pride in being the most trusted name all over Pakistan. Its
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vehicles are regarded as a status symbol. It is the guiding principles of Suzuki which has strongly developed trust in the people.
Economic Condition
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.
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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
Technological factor also very important and we havent 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 cant hold on it.
Technology
The Webster's: definition goes like this: 1. The act of buying and selling in the
market. and 2. All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc."
According to Philip Kotler and Gary Armstrong, two ideal marketing theorist, Marketing is a social and managerial process by which individuals and groups obtain
16 what they need and want through creating and exchanging products and value with others.
Market size
First half of the year was the worst. Sales volume during this period has dropped by 53% compared to last period of last year. Second half was somewhat better than first half year. As it was grew by 33% over the first half year. The market size of Suzuki has marginal improved by 2% over the last year in the organized sector. During the year 593,479 units were sold against 580,604 units last year. During the first half year Demand was 25% lower than same period of last year. However this loss of demand was offset by the increased demand latter half year.
Dividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes
Market Segmentation
geographic segmentations (their location) demographic/socio-economic segmentation (gender, age, income occupation, education, sexual orientation, household size, and stage in the family life cycle) psychographic segmentation (similar attitudes, values, and lifestyles) behavioral segmentation (occasions, degree of loyalty) product-related segmentation (relationship to a product)
Target Marketing
Dividing a market into groups based on variables such as age, gender, family size, family life style, income, occupation, education, religion, race, generation and nationality or
Gender:
Suzuki has designed its Alto especially for females by giving it a unique exterior and interior. It targeted women here.
Income:
Suzuki offers many different products in automobile product line to make its product available for different income group people. It targeted his market in all classes i.e. Middle ,Upper and Elite class.
Family Size:
Suzuki has launched Safari and APV to cover the consumer market of people having big families. Here it targeted big families
Age:
SUZUKI particular products are popular with people of particular age, i.e. swift and Liana for people 20-45 years old.
Occupational:
Products of SUZUKI are very popular among people belonging to different occupation, i.e. Managers use Liana, Swift, farmers use SUZUKI PICKUP, clerical staff use Alto.
Positioning
Small cars have been positioned in Pakistan as city cars, which are easy to drive, give high mileage, with low operational cost and low price. Because of the tremendous growth in the small car market, various global car manufacturers are entering this market and thus leading to growing competition. This has further led to each manufacturer positioning it, better than the rest; by upgrading products, several versions, new technology giving discounts & offers, better financing options.
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Target customer A first-time car buyer looking for the best affordable car in the market . Benefit Good performance, good fuel economy. Good in price as well as quality. Value proposition (time of difference) The trusted and reliable cars with access to the largest service network and commanding the highest resale value. Positioning image Worlds largest selling cars.
Porters 5 Force
The strategic business manager seeking to develop an edge over rival firms can use this model to better understand the industry context in which the firm operates. Here are the Porters 5 forces. 1. Potential new entrants 2. Bargaining power of buyers 3. Bargaining power of suppliers. 4. Threat of substitutes. 5. Industry Competition/rivalry between competitors.
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Thus, consumers are in an enviable position: The market supply is strong, competition between auto makers and auto sellers is very intense, and there is no set price. Everything is negotiable. For companies like Pak Suzuki to continue to compete, the quality of their offerings must be excellent, dealership service must be strong, and they must focus on offering consumers a product with high durability and value.
Pak Suzukis suppliers have been known to be some of the most dedicated suppliers in the industry. By virtue of the Just-In-Time production concept pioneered by Pak Suzuki, the auto industry itself has seen a very positive relationship develop between its suppliers and producers. Suppliers are expected to make deliveries of parts in small quantities several times a day. Pak Suzuki, by reducing its part inventory, has been able to speed up production costs, save money by not letting parts sit on the shelf, and improve its relationship with parts suppliers, which rely on Pak Suzuki for their revenue.
4. Threat of substitutes
Consumer preference is changing (Mini cars are being replaced by compact or midsized cars) Setting up integrated manufacturing facilities may require higher capital investments than establishing assembly facilities Pakistan is also likely to increasingly serve as the sourcing base for global automotive companies, and automotive exports are likely to gain increasing importance over the medium term Pakistan passenger car market is moving towards cars of higher capacity.
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Industry competition between auto makers is fierce. The typical consumer, when searching for a particular vehicle is bombarded by choices. For example, a search for ALTO (Product of Suzuki) yields a result of Coure (Daihatsu) with a minimal extra amount.
Atlas Honda
Toyota motor
Toyota Motor Introduction Toyota Motor Corporation is one of the worlds leading automakers, offering a full range of models, from mini vehicles to large trucks. Global sales of its Toyota and Lexus brands, combined with those of Daihatsu and Hino, totaled 6.78 million
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units in CY2003*. Besides its own 12 plants and 11 manufacturing subsidiaries and affiliates in Japan, Toyota has 45 manufacturing companies in 26 countries/locations, which produce Lexus- and Toyota-brand vehicles and components. As of March 2003, Toyota employs 264,000 people worldwide (on a consolidated basis), and markets vehicles in more than 140 countries. Automotive business, including sales finance, accounts for more than 90% of the company's total sales, which came to a consolidated 16.05 trillion in the fiscal year to March 2003. Diversified operations include telecommunications, prefabricated housing and leisure boats.
Hyundai motor
The Hyundai Atos (also known as Amica and Santro Xing) is a city car produced by the Hyundai. The original Atos was introduced in 1997. In 1999, it was joined by the less controversially styled Autos Prime. It uses the G4HC Epsilon straight-4 engine. The mkII version comes with a 1086 cc G4HG engine.
While most markets have phased out this model in favors of the new Hyundai i10, it is still being manufactured in India, where it The Santro was launched in Pakistan in 2000. As of December 2009, Pakistan is the only country where the first generation autos is still being sold and the model has received no upgrade
Adams motors
Adam Motor Company, Ltd. was an automobile manufacturer based in Karachi, Pakistan. They were notable for producing the Revo, which was Pakistan's first indigenously designed car. Production ceased in 2006 and their assets were put up for sale. Initially Adam Motor was involved in assembling light trucks from Chinese components, followed by a four-wheel drive sports utility vehicle.
Pak Suzuki motors Atlas Honda motors Toyota motors Hyundai motors Adam motors
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Efficient performance Quality ISO Certification Highly loyal, committed and motivated employees Hardworking, experienced and qualified staff STAYS CLOSE TO CUSTOMERS. o Technology, Bonuses and reward system for employees o UNDERSTAND THEIR NEEDS. o EXCEED THEIR EXPECTATIONS
WEAKNESSES
Lahore business school
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1 . Honda in Pakistan has a lower sale value than Suzuki and Toyota. 2. Its Distribution Centers are less people of Lower Class are unwilling to buy it because of its image as high status car . 3.Hondas are expensive to buy and maintain then its counterpart rivals
It faces a long road in gaining trust and making ways to remove the image that Hondas are unreliable cars
Toyota motors
STRENGTHS
1. Toyota has become the generic name in the Pakistan market. Whenever the company launches the new car in the market it has always the great support of the already market orientation so the car introduced by it easily covers the introduction stage. People have a lot of trust for their name and this is why Toyota is the leader in automobile industry. 2. Toyota has a great strength for its 2.OD car, Toyota is the hot selling diesel engine car in Pakistan and is the only company offering the diesel engine in this category of cars. 3. The important edge over the company editors are the ample availability of the spare parts in the markets. The price of spare parts is comparatively low and availability all over the country has proved to be beneficial for the company. 4. Toyota is a financially strong company. This can be seen by analysis of the financial reports of the previous years. 5. Toyota vehicles have got a much stronger resale value than other car in Pakistan. This is why people prefer to buy a Toyota. 6. Toyota vehicles are made according to the Pakistani environment. No doubt the other cars are available but Toyota has an edge because it has learnt various conditions of the Pakistan environment and people. So new additions and changes are proving to be successful. 7. Toyota has an edge over others because it is the only automobile company in Pakistan, while offers many variants of its vehicles. Also Toyota offered many variants of colors. 8. Toyota is proud to have a successful team of competent managers and skilled workers. Extensive training have enabled the employees to perform outstandingly. 9. Toyota is the only company having the most sophisticated network of dealerships where customers are treated by professional dealers. There are seventeen dealers in Pakistan where sales, service and spare parts are offered, leading to convenience for the customers.
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There are some weaknesses in the dealership network. The dealers sometimes tend to deviate from the recommended course of action and principles of Toyota. This results in customers complaints sometimes. 3. The company is besieged with internal operating problems which are not very serious. Because of dependency on Toyotas principles delivery of cars is done after 4-6 months. This is because CKD kits are ordered four months before and once they arrive from Japan, assembly and delivery takes some more time. 4. A lot of effort is pull into the sales forecasting because of the changing political and economic scenarios. For this reasons inventory has to be kept low. 5. The company feels that one weakness is the changing policies of the government and also the 30% cash L/c margin. This has lead to an adverse environment.
Hyundai motors
Strength
It has Strong domestic market It has Good quality It has Cheap labors cost It has Production facilities
Weakness
It has no new Design It has no innovations It has no luxury cars
Adam motors
Strengths
Adam motors is market leader in Automobile Industry with high market share. Adam Motors Company have huge employee base. Adam motors employee productivity percentage is higher. Adam motors produce low price car with low fuel consumption. ADAM motors is the reputable brand in Indian Industry.
25 Adam Motors Limited is Indias largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08.
The companys dealership, sales, services and spare parts network comprises over 3500 touch points. Adam Motors has been aggressively acquiring foreign brands to increase its global presence.
weakness
Return on Investment on ADAM motors shares in low. ADAM motors is not able to meet safety standards in their vehicles. The domestic sales of the company are not up to the mark. Adam has not got a foothold in the luxury car segment in its domestic market.
Market trends
The market trends of Suzuki are listed below:
SALIENT FEATURES:
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Supportive recent quarter data Consistent 6% and above projected GDP growth
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choosing a vendor (a new one? The old one?), knowing how to know what brand, type, or model would be appropriate, melding the user's criteria with the spoken or unspoken company/group criteria, financing (where is the money coming from), the user's idiosyncratic criteria, the company's needs (or family's needs, etc.) in general and in specific, political/relationship-oriented fallout from the decision
Participants
To make this project we make research and surveys and then we get the participants.The participants of suzuki is as follows: 1: Suzuki Mehran is usually bought by female, teenagers, students and middle class. As it is economical and unmatched fuel efficiency. 2: Suzuki Liana is usually used by family and business class. As it is a luxury car and can be found in 1300cc and 1600cc 3: Suzuki Swift is usually used by youngster and teenagers. As it is innovator, unique and stylish car. 4: Suzuki Ravi is usually used by farmers and transportation of goods. As Suzuki Ravi is the veritable cargo vehicle with an amazing capacity for load-bearing and durability
29 5: Suzuki Bolan van is usually used by the school van drivers for pick and drop of students. Suzuki Bolan Hi-roof gives you everything you ever wanted in a van. It has tough engine to carry large loads and plenty of room for passengers to enjoy a comfortable day long ride. 6: Suzuki Alto is usually used by business workers, employees and women like that car. As it Smooth-riding comfort, Functional and easy to use, Sharp looks, Offering maximum efficiency and powered by a 1.0-litre engine delivering peppy acceleration and responsive performance, the Alto fully responds to todays driving needs in smart and stylish fashion. 7: Suzuki APV is usually used by big families as it has large capacity. It has Heavy engine to carry load, usually used for long drive. 8: Suzuki cultus is most selling car of Suzuki. As it is universal car used by middle class. Suzuki Cultus assures everyone, exceptional value and quality.
Demographics
Gender
Suzuki ALTO is especially for females as it giving them a unique exterior and interior.
Income
Suzuki Mehran, Alto, Cultus are used by middle class and Suzuki Liana, Swift are used by upper class.
Family Size
Suzuki Bolan and APV is used by market of people having big families.
Age
Suzuki particular products are popular with people of particular age, i.e. Cultus and Liana for people 20-45 years old.
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Occupational
Products of Suzuki are very popular among people belonging to different occupation, i.e. Managers use Liana, farmers use Ravi, clerical staff use Alto.
Psychographics
Social Class
Suzukis all products offered in Pakistan are for lower uppers, upper middle, and middle class.
Life Style
Suzukis automobile models are for people of different of life styles, i.e. Liana for achievers, Mehran for survivors.
Loyalty segments:
Suzukis customers are loyal to it as it gives good service and its cars are for all segments. For example Suzuki APV is for big families and customer with big family is loyal to this car. Suzuki Mehran is for middle class and students so people related to this class are loyal to the company.
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Financial
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People
Suzuki's people are its strength; they believe in investing in their people to bring out the best in them. Each Suzuki member lives each Suzuki moment with customer orientation, positive attitude and the drive to excel. People and employees of Suzuki are well-educated, very efficient and very good in making customer relationship. Suzuki proud of its people.
Time
Suzuki is using the method Just-in-time. Just-in-time (JIT) is a management philosophy that strives to eliminate sources of manufacturing waste by producing the right part in the right place at the right time. Waste results from any activity that adds cost without adding value, such as moving and storing. JIT (also known as lean production or stockless production) should improve profits and return on investment by reducing inventory levels (increasing the inventory turnover rate), reducing variability, improving product quality, reducing production and delivery lead times, and reducing other costs (such as those associated with machine setup and equipment breakdown). In a JIT system, underutilized (excess) capacity is used instead of buffer inventories to hedge against problems that may arise. So Suzukis customers are loyal to it.
Skills
Suzukis people have great skills of marketing. As they
Agile project management Experimental curiosity and rigor Systems thinking Mash able software fluency
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Our Mission
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 Pakistani society through development of industry in general and automobile industry in particular
Corporate objectives:
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financial objective:
Suzuki,s financial objectives are to make money.
Marketing objective
main objective is world domination,with regard to supplying cars.
. To increase market share - If a firm is able to increase its market share, it shows that it is
winning customers from its competitors; so many businesses have increasing market share as one of their key aims.
. To improve the quality of the product or service - In most markets, customers have a choice
about the product or service that they use. If the quality of a product is not as good as that of its competitors it is likely to loose market share.
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Enhancement of Finance Increase in Responsibilities
Corporate culture:
Corporate culture is the collective behavior of people using common corporate vision, goals, shared values, beliefs, habits, working language, systems, and symbols. It is interwoven with processes, technologies, learning and significant events. In addition, different individuals bring to the workplace their own uniqueness, knowledge, and ethnic culture. So corporate culture encompasses moral, social, and behavioral norms of your organization based on the values, beliefs, attitudes, and priorities of its members. Corporate culture can be transformed, but leadership to sustain anything that sweeping has to come from "the top." The corporate culture of Suzuki is fosters flexibility and innovation
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SWOT Analysis
Strengths
Increasing Demand for Cars
In Pakistan context there are 9 cars in 1,000 persons which is one of the lowest in the emerging economies which itself speaks of high potential of growth in the auto sector and more so in the car production. Rising per capita income with changing demographic distribution and an anticipated influx of 30 to 40 million young people in the economically active workforce in the next few years provides a stimulus to the industry to expand and grow.
OEM
The local OEM of Pakistan is well equipped with enough advance technology and skilled labor to produce parts according to the desired quality of any foreign company.
CNG kit
The advantage of buying local assembled cars is that they comes with factory fitted CNG kits at the times when the prices of fuel rising at higher pace internationally.
Mechanics
For local assembled cars mechanics are readily available in market and much cheaper so the buyer has not to worry about any problem that can occur in the car in long term whereas the availability for imported cars is a bigger issue for the owners and if somehow they are able to find one then the mechanics charges much higher than actually it should be charged. Lahore business school
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Weakness
WTODeletion Program
THE World Trade Organization (WTO) has rejected Pakistans request for the extension of the deletion program which enabled it to lay down the condition of the local content requirement (LCR). Under LCR, the automobile and other engineering industry was required to use locally manufactured parts and accessories in terms of governments deletion policy. The condition of the LCR was an aberration to the Clause 5.2 of the WTO Agreement on Trade Related Investment Measures (TRIMs), Article III-National Treatment under the GATT, 1994. WTOs decision for not extending its deletion program / LCR condition has varied impact on Pakistans vendor industry, automobile assemblers, car users and the government.
Input Cost
In Pakistan as the inflation is increasing so as the input costs and for manufacturers it is becoming harder to produce at lower cost. Increasing cost of energy and its unreliable and inconsistent supply adds up the cost of manufacturing and wastage of resources. It is estimated that by the year 2012, auto industry consumption of electricity will cross 500 600 MW from around 250 - 300 MW, as of now.
Protection Level
Before the TBS was introduced the auto industry was well protected by the government but now as the import of CKD and CBU is liberalized the protection level to industry by government is decreased.
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Opportunities
Import German Technology and Skills
EDB wanted to build a Pakistan-German automotive supply network, providing opportunities to Pakistani automotive vendor enterprises to benefit from the German knowhow and technology to improve quality, productivity, developing and marketing of valueadded products.
Baggage Fuel
As the fuel prices are rising in world Pakistan should switch to Ethanol Fuel as Brazil is using. Ethanol Fuel is produced by Molasses. Pakistan is one of the country which produces good quantity of molasses but the engines of the local cars do not support ethanol so Pakistan should acquire the Technology to produce ethanol compatible cars. In Brazil they use 90% Ethanol and 10% petroleum whereas Pakistani cars with default engines can afford only 3% Ethanol.
39 is projected to increase by 185 per cent while the exports of auto parts would make quantum jump.
Threats
WTOParts Indigenization
SMUGGLING OF AUTO PARTS
The auto industry is generally faced by multiplicity of taxes; the presumptive tax regime has led to increase in prices of imported inputs and the finished goods. Component manufacturers are struggling to compete with under-invoicing, miss declaration and smuggling. Import of used parts is still continuing at a large scale. Smuggling, underinvoicing and dumping of auto parts
Fuel Prices
According to the authorities the fuel prices which currently are Rs 68.8 and are going to increase by more Rs. 6 by the end of Feb 1,2010.
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MARKETING MIX
A Marketing mix is the division of groups to make a particular product by pricing, product, branding, place, and quality. Although some Day1 marketers have added other P's, such as personnel, packaging and physical evidence, the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to: "Marketing Mix" is set of correlated tools that work together to achieve company's objectives, they are: product, price, promotion, place. The set of controllable tactical marketing tools, product, price,place and promotion - that the firm blends to produce the response it wants in the target market:
Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.
Price The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation
41 attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations
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Introduction:
As a new product much time will be spent by the organization to create awareness of it presence amongst its target market. Profits are negative or low because of this reason.
Growth:
If consumers clearly feel that this product will benefit them in some ways and they accept it, the
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organization will see a period of rapid sales growth. Suzuki stands on Growth Stage. As the sales of Suzuki is high as compare to Hyundai Getz then the consumer will buy Suzuki by providing them with great benefits in future and they will accept it.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need
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Levels of Product
There are three levels of product. Core Benefit Actual Product Augmented Product
Core Benefit
The most basic level is the core benefit, which addresses the question What is the buyer really buying? When designing the product Suzuki marketers first define the core benefits or services that its consumer seeks.
Actual Product
At the second level, product planners must turn the core benefit into an actual product. Suzuki marketers develop product features, design, a quality level, a brand name etc.
Augmented Product
Finally, product planners must built an augmented product around the core benefit and actual product by offering additional consumer services and benefits.
Product Classification
Products fall into two broad classes based on the type of consumers that use them.
Consumer Product Industrial Product
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Consumer Product
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Market Considerations
Specialty
Strong brand preference and loyalty, special purchase effort, little comparison of brands, low price sensitivity High price Exclusive distribution in only one or a few outlets per market area More carefully targeted promotion by both producer and resellers
Unsought
Little product awareness, knowledge (or, if aware, little or even negative interest)
Frequent purchase, little planning, little comparison or shopping effort, low customer involvement
Price Distribution
Varies Varies
Promotion
Mass promotion Advertising by the and producer personal selling by both producer and resellers
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Industrial Products
Product bought by individuals and organizations for further processing or for use in conducting a business
The three groups of industrial products include:
Materials and parts Capital Items Supplies and Services
Branding
Packaging
Labelling
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Product Attributes
These include:
Quality Features Style Design
Branding
A name, term, sign, symbol, or design, or a combination of these that identifies the product or services of one seller or group of sellers and differentiates them from those of competitors is referred as a Brand ex SUZUKI MOTORS and the process is called branding.
Product Line
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Product mix or product portfolio is the set of all lines and items that a particular seller offers for sale
A companys product mix has four important dimensions
Product Mix Width Product Mix Length Product Mix Depth Product Mix Consistency
Product Mix Length The total number of items Company carries within its product lines.
SUZUKI MOTORS has 9 products in automobiles and 5 in motorcycles in Pakistan
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Product Mix Depth The number of versions offered to each product in the line.
SUZUKI MOTORS provides different versions of different products.
The positive differential effect that knowing the brand name has on customer response to the product or service
Brand Equity
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Motorcycle All-Terrain Vehicles (ATVs) Outboard Marine Engines Internal Combustion Engines
Automobiles
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Specifications
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Specifications
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Alto 1000 cc
Smooth-riding comfort Functional and easy to use Sharp looks Offering maximum efficiency and powered by a 1.0-litre engine delivering peppy acceleration and responsive performance, the Alto fully responds to todays driving needs in smart and stylish fashion An exciting set of new features now make the Alto even more stylish, more convenient and more comfortableExterior
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Specifications
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Mehran 800 cc
Unrivalled in its class, Mehran is Pakistans largest selling car. More smart features like Head turning lamp Matching front grill Two spoke steering wheel gives it the tidy look Functional economy, peak performance or unmatched fuel efficiency, Mehran VXR is the leader
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Specifications
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APV 1500cc(Imported)
The New APV gives you everything you ever wanted in your vehicle Spacious interior for comfort Tough engine to carry large loads Plenty of room for passengers to enjoy a comfortable day long ride.
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Specifications
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Bolan VAN
The Suzuki Bolan Hi-roof gives you everything you ever wanted in a van Spacious interior for comfort Tough engine to carry large loads Plenty of room for passengers to enjoy a comfortable day long ride Air-conditioned model (dual thrust) has been recently introduced
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Specifications
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Specifications
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Recent Launch
History
With success stories in countries across the globe, the new Suzuki Swift has embarked its journey in Pakistan. From the very beginning of the new Swifts development programme, a dedicated team of Suzuki designers and engineers collaborated extensively with automotive professionals and motoring enthusiasts in pursuit of Suzukis best compact car ever. Suzuki on track of its radical programme of innovation, to reaffirm and strengthen Suzukis position as a leader and innovator in compact car segment and to yield vehicles that embody unique position of company being market leader in automobile industry. In pursuit of this and satisfying market need of a compact car with latest technology; Suzuki Engineers went into relentless effort to come up with new Suzuki Swift and modify it according to the needs and requirement of Pakistani customer. New Suzuki Swift has short yet impeccable history of Success, rewards and accolades.
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Price The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service the product or service Considerations in Setting Price
Customer Perceptions of value Price Ceiling
No demand above this price
Price Floor
No profits below this price
Nature of the market and produce any demand and one that is too low to produce a profit. Customer oriented pricing demand
involves understanding how much value consumers place on the benefits they receive from the product and setting a price that captures this value.
The price the company charges falls somewhere between one that is too high to
Setting prices based on buyers perceptions of value rather than on sellers cost
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It means that the marketer cannot design a product and marketing program and then set the price. Price is considered along with the other marketing mix variables before the marketing program is set.
Customers
Value
Price
Cost
Product
Good Value Pricing Offering just the right combination of quality and good service at a fair price
Value Added Price
Attaching value added features and services to differentiate a companys offers and to support charging higher price
Cost Based Pricing
Setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for effort and risk
Product
Cost
Price
Value
Customers
SUZUKI MOTORS uses both cost-based and value based pricing for its various products.
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Fixed cost Cost that do not vary with production or sales level Variable cost Costs that vary directly with the level of production Total cost The sum of the fixed and variable costs for any given level of production
Break-Even Analysis
Setting prices to break even on the costs of making and marketing a product; or setting prices to make a target profit
Internal Factors
Customer perceptions of value set upper limit for prices and costs set lower limit. Internal factors affecting pricing include the companys overall marketing strategy, objectives, and marketing mix, as well as other organizational considerations.
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Overall Marketing Strategy Price is only one element of the broader marketing strategy. Thus, before setting the price, the company must decide on its overall marketing strategy for the product or service. If the company has selected its target market and positioning carefully, then its marketing mix strategy, including price, will be straightforward. Pricing Strategy is largely determined by decisions on marketing positioning. Overall Marketing Objectives General pricing objectives might include survival, current profit maximization, market share leadership, or customer retention and relationship building. At a more specific level, a company can set price to attract new customers or to profitably retain existing ones. It plays an important role in helping to accomplish the companys objectives at many levels. Overall Marketing Mix Price is the only one marketing mix tools that a company uses to achieve its marketing objectives. Price decisions must be coordinated with the product design, distribution and promotion decisions to form a consistent and effective integrated marketing program. Decision made for other marketing mix variables may affect pricing decisions. Target Costing
Pricing that starts with an ideal selling price, then target costs that will ensure that the price is met
Organizational Consideration Management must decide who within the organization should set prices. Companies handle prices in a number of different ways. Companies handle pricing in a variety of ways. In small companies, prices are often set by top management rather than by the marketing or sales departments. In large companies,
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External Factors
External factors include the nature of the market and demand, competitors strategies and prices, and other environmental factors. High taxes imposed by the government on this industry are one of the major external factors.
The Market and Demand Competitors Strategies and Prices Economic Conditions Resellers Government
Social Concerns
Pure Competition
The market which consists of many buyers and sellers trading in a uniform commodity
Suzuki Motors does not prevail in such type of market because it offers different products ranging from very expensive products to reasonable products and it mainly focuses the middle and upper class.
Monopolistic Competition
The market consists of buyers and sellers who trade over a range of prices rather than a single market price
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Suzuki Motors does not prevail in such type of market because it offers different products ranging from very expensive products to reasonable products and it mainly focuses the middle and upper class.
Oligopolistic Competition
The market consists of a few sellers who are highly sensitive to each others pricing and marketing strategies
Suzuki Motors prevail in such type of market because it offers different products ranging from very expensive products to reasonable products and it mainly focuses the middle and upper class.
Pure Monopoly
The market consists of a single seller
Suzuki Motors does not prevail in such type of market because it offers different products ranging from very expensive products to reasonable products and it mainly focuses the middle and upper class.
Economic Conditions
Economic conditions can have a strong impact on the firms pricing strategies. Economic factors such as boom or recession, inflation, and interest rates affect pricing decisions because they affect both consumer perceptions of the products price and value and the costs of producing a product.
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Resellers
The company must also consider what impact its prices will have on other parties in its environment. How will resellers react to various prices? The company should set prices that give resellers a fair profit, encourage their support, and help them to sell the product effectively.
Government
The government is another important external influence on pricing decisions. Pricing decisions are subject to an incredibly complex set of customer, company, competitive and environmental forces.
Social Concerns
In setting prices, a companys short term sales, market share, and profit goals may have to be tempered by broader societal considerations.
Market-Skimming Pricing
Approach under which a producer sets a high price for a new high-end product or a uniquely differentiated technical product is called price skimming. Its objective is to 'skim' maximum revenue from the market before substitutes products appear. After that is accomplished, the producer can lower the price drastically to capture the low-end buyers and to thwart the copycat competitors. In its initial phases, sets up high prices, in order to "skim" the revenue layer by layer from the market. It is normally suitable for situations when the quality and image of the Lahore business school
75 product justify and support the premium price, when an adequate number of buyers are willing to buy the product at the proposed premium price by the company. Market skimming is also suitable when the cost of production of a small volume of products is not that high. Lastly, market skimming is applicable when the competitors of the product are incapable of accessing the market conveniently.
Market-Penetration Pricing
Strategy adopted for quickly achieving a high volume of sales and deep marketpenetration of a new product. Under this approach, a product is widely promoted and its introductory-price is kept comparatively lower. This strategy is based on the assumption that are as follows: The product does not have an identifiable price-market segment It has elasticity of demand (buyers are price sensitive) The market is large enough to sustain relatively low profit margins The competitors too will soon lower their prices
This pricing strategy involves setting a low initial price in the attempt of penetrating the market on a quick yet productive basis in order to win a large chunk of the market share. In contrast to market skimming, market penetration works when the market of the respective product is highly price sensitive or the production and distribution costs share an inverse relationship with the sales volume. Another suitable situation for market penetration would be when low price plays a prime role in defeating and keeping out the competition.
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Strategy
Product Line Pricing Optional-
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Strategy
Price-Adjustment Strategies
Description
Reducing prices to reward customer responses such as paying early or promoting the product Adjusting prices to allow for differences in customers, products, or locations Adjusting prices for psychological effect Temporarily reducing prices to increase short run sales Adjusting prices to account for the geographic location of customers Adjusting prices continually to meet the characteristics and needs of individual customers and situations Adjusting prices for international markets
Discount and allowance pricing Segmented pricing Psychological pricing Promotional pricing Geographical pricing Dynamic pricing International pricing
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2/10 net 30 - this means the buyer must pay within 30 days of the invoice date, but will receive a 2% discount if they pay within 10 days of the invoice date. 3/7 EOM - this means the buyer will receive a cash discount of 3% if the bill is paid within 7 days after the end of the month indicated on the invoice date. If an invoice is received on or before the 25th day of the month, payment is due on the 7th day of the next calendar month. If a proper invoice is received after the 25th day of the month, payment is due on the 7th day of the second calendar month. 3/7 EOM net 30 - this means the buyer must pay within 30 days of the invoice date, but will receive a 3% discount if they pay within 7 days after the end of the month indicated on the invoice date. If an invoice is received on or before the 25th day of the month, payment is due on the 7th day of the next calendar month. If a proper invoice is received after the 25th day of the month, payment is due on the 7th day of the second calendar month. 2/15 net 40 ROG - this means the buyer must pay within 40 days of receipt of goods, but will receive a 2% discount if paid in 15 days of the invoice date. (ROG is short for "Receipt of
goods.")
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A set of interdependent organization that help make a product or services available for use or consumption by the consumer
PLACEMENT
or business user
Every other P is affected by channel decision. Today, companies are using multiple channels in a bid to woo customer.
A company channel decisions directly affect every other marketing decisions. For the success of any firm management must design its channel carefully incorporating todays needs with tomorrows likely selling environment.
Suzuki Motors has designed its distribution channels very strongly which is the main cause of its success. The imaginative distribution systems of Suzuki Motors have helped them in gaining competitive advantage.
Channel Functions
To gather information about potential and current customers ,Competitors , etc
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To develop and disseminate persuasive communication about an offer to stimulate purchasing. To reach agreement on price and other terms so that transfer of ownership can be affected. To place orders with manufacturer. To finance inventories at different levels. To provide storage/movement. To ensure payment. Suzuki Motors perform all these function of distribution to get the success in the modern era. This is one of the main reasons of its success and Suzuki Motors always try their best to satisfy all the needs and want of their customers.
Channel Levels
A layer of Suzuki intermediaries that performs some work in brining the product and its ownership closer to the final buyer is the channel
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level. The number of Suzuki intermediary levels indicates the length of a channel. There are two type of channels
Direct Marketing Channel Indirect Marketing Channel
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Channel Conflict
Disagreement among marketing channel members on goals and roles-who should do what and for what rewards is called channel conflict.
The disagreement over goals, roles and rewards among different channels of Suzuki Motors sometimes generate channel conflict. Horizontal conflict of Suzuki Motors- conflicts occurs among firms at the same level of the channel of Suzuki.
Vertical conflict of Suzuki Motors- conflicts between different levels of the same channel of Suzuki.
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Causes of Conflicts
Main causes of conflicts in Suzuki Distribution Process are:
Goal incompatibility Unclear roles and rights Differences in perceptions Cooptation Joint membership in and between trade association
Solutions to Conflict
When conflict is acute, there are three solutions:Diplomacy Mediation Arbitration
Diplomacy Each side sends a person /group to meet with its counterpart to resolve conflict Mediation Resorting to a neutral third party who is skilled in conciliating their interests Arbitration When two parties agree to present their argument to 1 or more arbitrators and accept their decision as final and binding
Channel Dynamics
Suzuki uses following types of marketing channels:
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Conventional Distribution Channel Vertical Marketing System Horizontal Marketing System Multichannel Distribution System
retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all corporate. VMS achieve economies through size, bargaining, power, and eliminating of duplication (dominant in U.S)
Types of VMSs
Corporate VMS Contractual VMS Administered VMS
Corporate VMS A vertical marketing system that combines successive stages of production and distribution under single ownership channel leadership is established through common ownership.
Contractual VMS
A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales
85 impact than they could achieve alone. A contractual VMS in which a channel member called a franchiser, links several stages in the production process is called a franchise organization.
Administered VMS
A vertical marketing system that coordinates successive stages of production and distribution, not through common ownership or contractual ties, but through the size and power of one of the parties is called administered VMS.
Benefits
Important benefits of multichannel marketing systems are:
Increased market coverage Lower channel Cost More Customer selling
Channel Design
The channel design decisions include:
Analyzing customer needs Establishing Channel Objectives
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Identifying major channels alternatives
Types of Intermediaries
A firm should identify the types of channel members available to carry out its channel work.
Company sales force Manufactures agency Industrial distributors
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Channel Management
Selecting channel members financial market reputation , servicing ability Training channel members esp. , dealers , salesman Evaluating channel members carrot/stick Modifying channel arrangement effecting changes when necessary.
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Retailing Process
All activities involved in selling goods or services directly to find customer for personal, non - business use. Any organizing selling to find customer is retailing.
Types of Retailing
Specialty stores Department stores Supermarket Convenience store Discount Store Off Price Retailer Hyper markets Catalog Showroom
Wholesaling Process
Wholesaling process includes all activities involved in selling goods/services to those who buy for resale or business use and excludes manufacturers, farmers, retailers, etc. It is different from retailer because of these reasons:They deal with business customer (not final customer) Transactions are larger in volume and areas Taxes / legalities differ in the 2 cases
Why Wholesalers?
More contacts/rapport
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More assortments Customer benefit from bulk sales/buying Warehousing Transportation Financing Risk sharing Market information Counseling retailers/ industrial customers
Market Logistics
Deciding on company value proposition to consumer Deciding on best channel design / network to reach customer Operational excellence in sales forecast, warehouse, management, transportation, and material management. Implementing Solution with Best MIS, equipment, policies, and procedures.
OBJECTIVES
M= T + FW +VW + S
M= Total logistics cost of system T= Total fright cost of system FW = Total fixed warehouse cost of Suzuki motors VW = Total Variable warehouse cost of Suzuki motors S= Total cost of lost sales due to delays/glitches
OBJECTIVES = MINIMIZE M
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Warehousing Decisions
Company must decide on number of inventory stocking locations. To reduce warehousing and inventory stocking duplication costs the Suzuki Motors may centralize its inventory in one place and use fast transportation to fulfill orders. Trend is automated warehousing where computers handle everything and issuing invoices.
Inventory Decisions
When to order (reorder point) How much to order Inventory carrying cost Just in Time
Transportation Decisions
There are six types of transportation system in Pakistan Rail, Air, truck, waterway, pipeline and internet Criteria Speed, frequency, dependability, capability, Availability, Traceability cost.
Promotion
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A companys total promotion mix also called its marketing communication mix consist of the specific blend of
ADVERTISING is any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.
PUBLIC REALITION
publics by obtaining favorable publicity, building up a good corporate image, and handling and heading off unfavorable rumors stories and events.
DIRECT MARKETING
relationships.
individual consumers to both obtain an immediate response and cultivate lasting customer
Carefully integrating and co-coordinating the companies many communication channels to deliver a clear consistent and a
Integrated Communication
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Seven Steps in Developing an Effective Communications Plan PAK SUZUKI effective communication to potential audiences what a project is about is of paramount importance when little or nothing is known in the area.
A little bit of planning in this area will pay dividends in terms of coherence and consistency in what you want to say and when. You also need to give some thought, especially in complex projects, to who is going to do the talking! 1.
do these objectives translate into messages your audience can either relate to or will be interested in? How do they fit in with what might be happening in the wider world? Many priorities and objectives dont necessarily need to be relayed to anyone outside a project
93 theyre merely part of the development. Having those accessible on a website or where people can find them if they need to, should be fine. But one or two will be real corkers, else youd not be doing the work! 2. What main themes do they fall into? Keep these themes straightforward. 3. Who do you want to tell? And who needs to know (funders, partners)? How aware of you or your activity are they already? (one of the biggest challenges is dealing with different potential audiences who are at differing ends of the awareness spectrum). Try not to be too ambitious and reach too many people better to keep it small and do it well. Map your audiences against their likely angle of interest in the project (in the technical or the social networking side for instance?). 4. How do you think you can reach them? What do they read/attend/listen to/log onto? How much of your dissemination might be simply word of mouth and networking at particular events? If that works for you, fantastic; dont discount it! Equally, other partners can help your message get across and often even strengthen it. 5. What bite-sized messages can you break your themes down to? Dont confuse through making a message too complex or irrelevant. Are the end-users really going to need to know all about how the technology works? Focus on what each person needs to know and tell them simply and succinctly. Avoid jargon and too much background. If people want that they can get it later. Less is more, as long as less gets to the point! 6.
just a few, but strong, key comes milestones is probably a good thing to aim for, with perhaps some drip-feed for in-between times. 7. And finally Map all these back to objectives and main themes keep it focused on the end goals!
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Push strategy
Pull strategy
A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumer to buy the product
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Bibliography
www.paksuzuki.com www.google.com
www.informaworld.com
www.pama.com