AIR UNIVERSITY

MBA 2
TERM PROJECT
25th February, 2011

MARKETING
PLAN FOR

HONDAS
CAR
PROTECTIO
N FACILITY
Proposal
Report
Zainab Ali
Syed Zeeshan Hassan
Samia Khalid
Sabeen Fatima

Table of Contents
Analysis Objectives.....................................................................................................4
Resear..........................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
...................................................................................................................................5
Project Timeline........................................................................................5

2|Page

MARKETING PLAN OBJECTIVES

The group has decided to make a marketing plan for Hondas car protection facility to be
established in Pakistan. Honda in Pakistan operates with the name of Atlas Honda Limited and
is a joint venture between Atlas Group and Honda Motor Company, Japan. Their current
manufacturing plant produces two cars Honda Civic and Honda City. Honda Accord is imported
from Japan. Honda was given preference over Toyota because Toyota is already customizing its
cars such as: Lexus LX 570, Land Cruiser and Prado, especially for defense use. As these
facilities are not easily available and comes with a hefty price tag too, making it available to
masses is going to be a challenge. The plant for car protection facilities should be established
close to their car manufacturing plant in Karachi. Therefore the company initially should only
offer car protection facility with two of their cars including: Honda Civic and Accord. These two
sedans should be customized for both official and commercial use on demand.
The concept of car protection or armored cars is not new to the world. As companies like Hyudai
(Equus), Audi (A2 and A8) and even VW Golf come with protection facilities. Market for such
customized cars is going to be limited but highly potential amidst the current unrest all across
South Asia, South East Asia and the Middle East. For use on government level the cars should be
customized into armored cars. Such cars can be provided to officials facing high security risk or
residing in high risk territories. These cars could also be provided to professionals working for
Diplomatic Missions or NGOs etc. As a side benefit, armored cars also provide extra protection
during road accidents.
Prices should be decided on the number of facilities installed in customized cars. This could help
in minimizing price concerns of people who opt for simple car protection facilities such as:
installing bullet proof windows only or automatic fire extinguishers etc.

3|Page

RESEARCH METHODOLOGY
The analysis would be done using first hand information from the internet and research articles
from research portals. Other sources of the data collection would be car customization
magazines.

PROJECT TIMELINE
Week 2: Formation of groups. 4 members.
Week 5: Submission of proposal report.
Week 5 and onwards: Data collection
Week 6: Drafting of report. Discussion amongst group members.
Week 15: Submission of reports.

4|Page

5|Page