INTRODUCTION:

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

• MOTOR CORP.
market and distribute its products in more
than 192 countries.
Product Line:
 Company Profile
Pak Motor Company Limited is a public
limited company with its share quoted on Stock Exchanges in
Pakistan. The company was formed in August 1983 in
accordance with the terms if a joint venture agreement
between Pakistan Automobile Corporation and Suzuki Motor
Corporation-Japan. The company started commercial
production in January 1984 with primary objective of
progressive manufacturing, assembling and marketing of
Cars, Pickups, Van and 4*4 vehicles in Pakistan. The
Company’s existing plant located at Bin Qasim was
performed in earl 1989 by the Prime Minister then in office.
By early 1990, on completion of first phase of this plant, in-
house assembly of all Suzuki engines started.
Under the Government’s privatization policy, the company
was privatized and placed under the Japanese management in
September 1992. At the time if privatization, it increased its
equity from 25% to 40%.
The Suzuki Management immediately after privatization
started expansion of the existing plant to increase its installed
capacity to 50,000. The expansion was completed in July
1994.
The company continues to be in the fore-front of automobile
industry of Pakistan. Over a period of time, company has
developed an effective and comprehensive network of sales,
service and spares parts dealers who cater the needs of
customers and render effective after-sale service country
wide.
 “To Be Excellent All the Round”

To provide automobile of international quality at competitive

price.
To improve skills of employees by imparting training and
inculcating in them a sense of participation.
To achieve maximum indigenization and promote the automobile
vending industry
To contribute to Pakistan society through development of industry
in general and automobile industry in Pakistan.
 At Glance

Location DSU 13,Bin Qasim, Karachi

Total Area 64 Acres

Production Capacity 80,000 units/annum

Paid Up Capital 491.312 million

Total Turn Over Rs.24 billion.(2004)

No Of Employees 1400
 Marketing Plan
Suzuki products continue to enjoy customers’ confidence
and have been successful to retain 51% market share of the
locally produced vehicles. During the year company had
launched four new models Liana, Grand VITARA XL-7, Jimmy
and Suzuki APV. These models were well accepted by the
market.
In February 2006, made in Pakistan Liana car was
launched. This model has replaced BALENO whose production
has been discontinued. Now, here we are developing marketing
plan for Suzuki Liana for 2007.

Current Marketing Situation

Market description:
NEW VEHICLE SALE

Vehicles sale Pakistan has become has become attractive

(%)
market place for Automobile industry due to
the high demand of new vehicle during the last
5.5
5years. In addition to strong new vehicle sales,
Pakistan has also hit a new record in New
3.5 Vehicle sale. In a repot of January 6, 2006,
sales of new vehicles in Pakistan were almost
“192,807”.
2
In Last 5 year, regarding to high
demand of new vehicles in our country my new
companies enter in market and many existing
1.5
companies introduce new models.
Main reason behind that record sale
01 02 03 04 05 and demand is banks flexibility to give loans
and low mark up rates that unable low income
people to buy car.
Pakistan Automobile Industry:

Calendar year Total Sale(vahicles) % growth

2000 41,000 18%
2001 49,000 20%
2002 59,000 20%
2003 93,000 57%
2004 129,016 37%
2005 192,807 49%
Target Market
Analysis
Pak Suzuki has targeted the high-income class in
urban areas, Upper class, Middle-upper, Business
owners, Individual’s good salaries, Managers,
Young singles, young married, and The Company
has targeted the people who are quality oriented.
People who give preference to protection.
Company has targeted the urban areas and not
rural because that way the company wouldn’t
have been able to achieve it’s goal.
 Market
Description
Market Segment:
In consumer market Pak Suzuki focus on following
segments
1. Demographics Primary Market Secondary Market
:

Age 18 -59 60+

Gender Male Female
Family Size 1-5 5+
Social Status Upper class, Middle-upper Middle Class
Occupation Business owners, Self-employed,
Individual’s good salaries, Officials
Managers,
Family Life cycle Young singles, young married, Old singles, Old
married, Married couple with children’s, Old
married with Childs

Geographic:
 Country Pakistan
:
Country Urban, Rural
region: Developed
and
modern
areas

Behavioral:

People that Show off

Try new things Adventures
Luxury & Stylish Vehicle Careful about environment
Influenced by technology

Product Review
The Suzuki Liana takes you out of the ordinary and into a realm where your
imagination and sense of adventure have free reign. On one level, it’s everything
you’d expect of a Suzuki: stylish, immaculately engineered ad uncommonly
versatile.
On another level, it’s something entirely different, a car that in style, dimensions
and comfort will inspire you to see every day as an open door to a new age.
Pak Suzuki has introduced four different models under the same brand name
Liana:
1. Liana RXI:
 Engine power M13A (13 cc)
 Steering rack and pinion
 Fuel Tank. Capacity of 50 litre petrol
 Body colored outside door handle
 5 seater feature
 Steel wheels with 14-inch full wheel covers
 GAS cylinder for CNG version contains 60 litre capacity
2. Liana LXI:
 Engine power M 13A (13 cc)
 Body colored outside door handle
 Steering is rank and pinion
 Fuel Tank contains capacity of 50 litre

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

4. Liana Sport:
 Engine Power M13 (1300cc)
 New 15 inch Alloy wheel
 Steering is rank and pinion
 Rear comb lamp garnish
 Fuel Tank capacity is 50 liter.
 Specifications of
Liana Models
DIMENSIONS
Overall length mm 4,350
Overall width mm 1,690
Overall height mm 1,545
Wheelbase mm 2,480
Tread Front mm 1,450
Tread Rear mm 1,445

ENGINE
Type M13A M16A
Cylinders 4
Number of valves 16
Compression ratio 9.0
Maximum output 66/5,750 76/5,500
kw/rpm
Maximum torque 116/4,750 144/4,000
Nm/rpm
 TRANSMISSION
Type 5MT 4AT
Gear ratio 1st 3.545 2.875
Gear ratio 2nd 1.904 1.568
Gear ratio 3rd 1.310 1.000
Gear ratio 4th 0.969 0.697
Gear ratio 5th 0.815 -
Gear ratio Reverse 3.250 2.300
Final Gear ratio 4.105 4.144

CHASSIS
Steering Rack and pinion
Brakes Front Ventilated discs
Brakes Rear Leading and trailing drums
Suspension Front McPherson strut and coil spring
Suspension Rear Strut coil spring

CAPACITIES
Seating Persons 5
Fuel Tank Litre 50
Gas cylinder for CNG 60
version litre (Water
capacity)

Competitive review
Competitors of Pak-Suzuki:

There are many Competitors of Pak-Suzuki in Pakistan.

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

Competitors of

Make Model Engine Price

Power
Toyota Corolla-XLI 1300cc 8,79,000

Toyota Corolla-GLI 1300cc 9,69,000

Honda City-EXIS 1300cc 8,80,550

Honda City-VARIO 1300cc 9,30,000

Mitsubishi Lancer-GL 1300cc 9,69,000

 Mitsubishi Lancer-GLX 1300cc 9,99,000
(M/T)
Nissan Sunny-EXS 1300cc 11,25,000
(M/T)
Nissan Sunny-EXS 1300cc 11,49,000
(M/T) CNG

Competitors Features
Here, some features of strong competitors of Liana

 Toyota (model XLI 1.3cc EFI)

Power steering, CD \player with
AM/FM radio with 2-speaker, Rear
console box, Front seat belts,4
wheel disk brakes, Adjustable rear
headset, 3-Spoke tilt steering.

 Toyota (model GLI 1.3cc EFI)

Power steering, power door mirrors,
power windows, centre door locking,
CD player with AM/FM radio ,
matching bumpers, tilt steering,
adjustable rear headset
  HONDA (model City 1.3cc)
Programmed fuel injection, electric
power steering, Stereo cassette
player, rear defroster, body color
bumper, crumple zones, G-CON
technology, 4 spoke steering, front
and rear seat belts, and wheel caps.
  Nissan (model Sunny EXS 1.3cc)
Adjustable rear headset, tilt
steering, matching bumpers, decent
look, stereo cassette player with
FM/AM radio 2 – speakers mono
based. Attractive Alloy rim with
secure safety cover.

 Nissan (model Sunny EXS automatic 1.3cc)

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

Despite this strong competition, Liana cares out a definite image

and gain recognition among the targeted segments. We arrange our
product models by keeping In view competitors products and also
consumer needs of customer so that our product is able to provide
 customer value and satisfaction.

Distributor Review

Liana will be distributed through 2 different channels

1. Authorized 3s dealer:
There are “65” 3S
dealers of Pak Suzuki all over the
Pakistan. That are providing three
type of services under one roof
• Sales
• Services
• Spare Parts

2. Non-Authorized :
Many non-authorized dealers also contain Liana due to profit margin
that they can get from ON PRICE on Liana.
SWOT analysis
 Objectives
We have set aggressive but achievable objectives for the second years (2007)
of market entry.

Primary objective:
We wish to achieve break even point in coming 2007, and aim to achieve 7%
market share, and sell almost 12000 units.

Secondary Objective:
In long run to keep product in mature stage for a long time, increase the sale and to
maximize the profit in next coming year becomes the market leader in luxury cars.
 Marketing Plan

Suzuki

Presented by: Atif Aziz MBP-7245