Professional Documents
Culture Documents
Muhammad Haider
Internee-June-July 2015
Spare Parts Division
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Contents........................................
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Personal Statement
Introduction to Project
Industrial Review
Market Review
Consumer Behavior
Detailed Overview of Selected Companies
Comparative Analysis
Suggestions
Question & Answer Session.
Personal Statement.......................
Student of BS(BA) Hons.
At COMSATS Institute Of Information and Technology,
Lahore Campus
Last year, 7th semester
Intermediate from Government College University, LHR
Internee at SPD
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Introduction to Project
To explore the two wheeler automotive industry
in Pakistan.
To explore the spare parts markets in Lahore.
To study the market behaviour and market
structure.
To study the major market shareholders
To analyze the business competitors
To Identify gaps and suggest improvements
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Market Review
Closely located market
Major transaction in Lahore and Karachi.
Main Competitors
Atlas HONDA
CRLF
ISH
Road prince
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Market Presence
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Brand
Number of
Outlets
Market presence
Approximated
Mix(others)
65
37%
Atlas Honda
42
24%
CRLF
23
13%
Road Prince
15
9%
ISH
3%
Yamaha
3%
Eagle Eye
2.50%
United
2.50%
Ravi
2%
Kclf
1.50%
Suzuki
1.50%
Quingqi
0.50%
RBX
0.50%
Sohrab
0.50%
Star Lf
0.50%
174
100%
Totals
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Consumer Behaviour
Consumer Demographics
Trait
Gender
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Detail
Mostly males
Age
Geographic factor
Socio Economic
factor
Psychological
Factor
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Ishiwachi (ISH)
ISH is a parts importing company with their products
coming from Malaysia, Taiwan, Vietnam and China. It
was established in 2004
Slogan of Quality
High Prices
ISH listed Atlas HONDA as the competitors in the market
as they claim that both the companies are working on
quality.
USP: No Compromise on quality
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Ishiwachi (ISH)
Marketing & Promotion: ISH is also doing detailed
marketing activities, they are working on mechanics, and
they have these empty boxes schemes which are very
popular in the market.
Market Share: ISH enjoys 7-8% market share but is
increasing day by day.
Counterfeit: ISH is currently having no counterfeit in
market, however there are risks in future.
Distribution Channel:
Super Distributor Distributors Retailers
ISH deals on 70 % cash and 30 % credit business.
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Ishiwachi (ISH)
SWOT Analysis
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Strengths:
Quality
Weaknesses:
Distribution and dealer Network
Opportunities:
Regions Expansion
Threat:
Local and low priced Industry
Road Prince
Omega Industries came into existence in 1995. Today, It
is one of the top motorcycles & rickshaws manufacturer
in Pakistan.
Road Prince listed Crown Lifan as their competitors as
they follow them in their marketing and pricing
strategies.
USP: Mechanics Contacts and Reward system
Market Share: Road prince enjoys 9%-10% of market
share.
Counterfeit: Road Prince have 12-13% counterfeit in
market, they have a legal team working on it.
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Road Prince
Marketing and promotions: Road Prince is investing
heavily in marketing and promotional activities, they
have Cash prizes, gold coin schemes, UMRAH tickets
and foreign tours for mechanics and dealers.
Distribution Network:
Mega Distributor -> Distributor -> Sub Distributor -> Retailer
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Road Prince
SWOT Analysis;
Strengths: Financial Strength/Credit limit
Weaknesses: Stagnant marketing styles &
strategies
Opportunities: Place to become market leader
Threat:
Local Industry
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Atlas Honda
Atlas Honda Limited (AHL) is a joint venture between
the Atlas Group and Honda Motor Co. Ltd., Japan.
Atlas Honda Limited offers state of the art OEM
standard Parts with precision technology for
replacement market of all Honda Models produced
indigenously. These spare parts are perfectly
coordinated with one another and give safety, reliability
and performance of optimum level.
USP: Dealership and Service Network and high quality
genuine parts.
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Atlas Honda
Marketing & Promotions: Atlas Honda Limited is busy
doing direct and indirect marketing and push and pull
promotional schemes, they have discounts for dealers
and mechanics, however a lack of incentives and gifts
as compared to other companies.
Market Share: Atlas Honda enjoys the market share of
24-25% in terms of sales in market.
Distribution Channel: Atlas Honda Distribute its
products centrally from Karachi office and through their
dealership network mainly and also involving retailers as
well.
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Atlas Honda
SWOT Analysis
Strengths:
Quality and genuine products
Weaknesses:
stagnant marketing strategies
Opportunities:
3 wheeler and car parts market
Threat:
Counterfeit and local industry
Counterfeit: There is approximately 30-35% counterfeit
of Atlas Honda in market, according toofficials at atlas
Honda they have a legal team to defend the copy rights
and trademarks they have, but the problem seems to
prevails.
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Price Comparison
Retail Price Analysis
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Price Comparison
Whole Sale Margin Analysis
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Price Comparison
Average Margin Given To Retailer
HONDA
30.4
ISH
24.6
ROAD PRINCE
28.2
CRLF
15.3
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Counterfeit
One problem that the automobile parts companies face
in the market is counterfeit; these are non original
illegitimate and non genuine parts. After visiting the
market following statistics were found:
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Brand
Atlas Honda
CRLF
Eagle Eye
ISH
Kclf
Quingqi
Ravi
RBX
Road Prince
Sohrab
Suzuki
United
Yamaha
Star Lf
Mix(others)
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Number of
Outlets
35%
3-4%
1%
1%
Nil
5%
2%
Nil
12-13%
Nil
7-8%
1%
3%
Nil
20-30%
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Suggestions
Atlas Honda is an excellent company with a legacy of more than 50 years.
However there are some things where I think the company should work more and
by doing that the company can achieve more.
Do
Dont
Marketing policies can be improvised Let counterfeit product enter the market,
by getting more mechanic focused
take necessary actions like legal
and by introducing more attractive
proceedings, consumer education and
schemes for them.
security steakers etc.
Atlas Honda have a large share in
spare parts market but that is due to
large number of motorcycles the
brand cater in the market, however
this is not the case with the other
leading companies, by focusing more
on non AHL bikes and their parts,
HONDA can acquire more market
share.
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END..!!!
Questions???
Comments!!!
Concerns;;;
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