Professional Documents
Culture Documents
PRE SE NTE D T O
PR ES ENT ED BY
MAZHAR HUSSAIN
I.D # 023111
ABDUL HAFEEZ
I.D# 023117
MUDASSAR HAMEED
I.D # 023392
In particular to Dr. Nadeem Ahmad Bashir, our teacher, for his unrelenting interest,
keeping constant contacts and help that he gave during the process.
We are also thankful to Daewoo people for providing material relating to this report.
TABLE OF CONTENTS
1. Executive Summary 1
2. Daewoo International Corporation 2
Introduction
General Information
Company Chronology
Departments
Management
3. Daewoo in Pakistan 6
Introduction
Why Daewoo in Pakistan?
Start in Pakistan
Investment
4. Services 8
5. Special Features 9
6. SWOT Analysis 10
7. Marketing Plan 11
• Mission statement
• People vision
• Marketing objectives
• Target market
• Market positioning
8. Marketing Mix 13
• Product
• Place
• Promotion
• Price
9. Conclusion & Recommendations 15
Executive Summary
-1-
DAEWOO INTERNATIONAL CORPORATION
Introduction
-2-
and QS 9000 quality certification in its field, the company continues to
expand its global exports and develop new trade strategies. With its solid
capabilities in manufacturing technology and improvements in both
process and quality, Daewoo International is steeping into the new
millennium with top competitiveness, top products, and top services.
-3-
General Information
Fax +82+2-753-9489
Company Chronology
Corporate Restructuring
Finance
-4-
International finance and overseas management
Office of management
Staff of legal affairs
Management
-5-
Daewoo in Pakistan
Introduction
As Daewoo has a name all over the world due to interest in automobiles,
consumer goods, financial and securities, construction, engineering and
trade sector, Daewoo is working for the last thirty years and their motto
is “from tile till ship”.
Daewoo, a top Korean company, emerged in Pakistan in 1993, when it
sort $1 billion in Lahore- Islamabad Motorway Project which was highly
political in nature. Though it discouraged in getting more projects but
with the re-election of Nawaz Sharif Government, Daewoo has come with
its renewed commitments in taking part in development related activities.
In the first phase, company would import buses from Korea and intends
to invest $60 million in its transport venture which would have 600
buses fleet in total. Company source says that it is also considering
installing a bus assembling plant to take part in the massive demand of
passenger transport.
The company commenced its business on December 10, 1997 after
obtaining certificate for commencement of business from registrar of
companies, Lahore. Daewoo Pakistan Motorway Services Ltd. was
incorporated as a public ltd. company on October 23, 1997. The object of
the company was to provide services on Lahore- Islamabad motorway.
Daewoo Pakistan Express Bus Services Ltd. was incorporated as a public
ltd. company by shares with the object of engaging in transportation
business. Their detailed description activities are:
To plan, survey, design, finance, construct, own, operate and
maintain bus services.
-6-
To carry on the business of transport of goods, mails, passengers,
animals from place to place either by air, by land or sea whether in
airplanes, motor-vehicles, cars, ships or in any manner what so
ever.
To indulge in higher transportation services in all the parts of the
world.
Starting in Pakistan
Investment
-7-
$ 5.095 million and by loan arrangements of $ 1.431 million. In this
project, as well, Daewoo wants 100% equity in the project instead of 60%
allowed.
Services
Major routes
Lahore - Islamabad
Lahore - Multan
Lahore - Sargodha
Lahore - Faisalabad
Rawalpindi - Murree [wagon]
Lahore - Peshawer
-8-
This is the intra-city service of Daewoo International Corporation in
Lahore, Pakistan. This department offers an extensive transportation
network within Lahore through a fleet of 70 buses.
Daewoo is also considering the launch of this service in other
metropolitans such as Karachi.
Special Features
[Daewoo Express]
All these points are advantages for Daewoo over all the other
transportation companies in Pakistan.
-9-
SWOT Analysis
Strengths Weaknesses
1. Brand name
2. Unique Service
3. State-of –the-art equipment 1. Lack of an extensive transport
4. Professional management network
5. Trendsetters 2. Over crowding of vehicles
[in transportation] 3. Insufficient marketing
6. High traveler satisfaction intelligence
7. Extensive Employee Training
Program
Opportunities Threats
1. Well established competitors
1. More buses, routes and a 2. Government policies
greater range of transport 3. Fluctuation in fuel prices
network 4. Up coming companies
2. Better management of 5. Intensive disturbances on the
available resources roads
3. Innovative Marketing 6. Non-availability of spare parts
- 10 -
MARKETING PLAN
BUSINESS MISSION
“We envision growing in the shortest possible time into number one traveling
company in Pakistan with the unique ability to meet the needs of consumers of
every age group for facility and pleasure through development of highest quality
PEOPLE VISION
trained work force, which would drive growth through innovation and renovation.
- 11 -
MARKETING OBJECTIVES
The fiscal and political policies and economical conditions of the government and its
efforts are creating a generally business friendly environment are likely to help in the
economic turn around. The international community is supplementing these efforts to
overcome economic difficulties. These indicators are holding out the hope that the year
2004 may be better for business. However, it is early to say with any finality how
business will develop, given certain uncertainties that still prevail. On our part we are
confident that we will maintain our growth momentum and perform well in the coming
year. Our focus will remain on a long-term view of the business, quality consciousness
and efficiency through innovation and renovation in all areas of operation.
TARGET MARKRT
Our target customers are middle and upper class citizens who think time is more precious
than money and sufferings of using conventional traveling medias.
MARKET POSITIONING
- 12 -
MARKETING MIX
PRODUCT
Daewoo will provide traveling services using innovative techniques and modern
technologies with a friendly and gentle environment.
PLACE
The company will make sure that service is available throughout the country at all the
suitable locations.
PROMOTION
PRICE
After developing their pricing structures and strategies, companies often face situations in
which they must initiate price changes or respond to price changed by competitors. In
some cases, the company may find it desirable to initiate either a price cut or a price
increase. In both cases, it must anticipate possible customers and competitor reactions.
- 13 -
Several situations may lead the firm to consider setting its price. One such circumstance
is excess capacity: In this case, the firm needs more, business and cannot get it through
increased improvement or other measures. It may drop its "follow-the-leader pricing"—
charging about the same price as its leading competitor—and aggressively cut prices to
boost profit.
A successful price increase can greatly increase profits. For example, if the company's
profit margin is 3 percent of fare, 1 % price increase will increase profits by 33 percent if
fare volume is unaffected.
- 14 -
Conclusion and Recommendations
This problem can be dealt with by increasing the no. of inter city
and intra city routes and buses as well as increasing the range of
transport services.
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campaign has ever been launched to highlight the comparative
superiority of the company over its local competitors.
Consequently, a large proportion of consumers remain unaware of
the great facilities afforded by the bus service.
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