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Letter of Authorization

July 16, 2009

Dear Reader:

As students of Iqra University, We have been authorized to

conduct a comprehensive study on “Pak Suzuki Motors”.

By our faculty member Dr. Azam Khan Chishty. The work speaks
of the knowledge and survey results conducted in order to
determine the effects of General Recession on Suzuki
Automobiles.

The enclosed report contains an explanation of effects on

Different Models of Automobile Sales due to Recession.

We believe that this report will be a genuine and complete source

of information on consumer preferences. For any queries or
comments about the report you may contact,

Sincerely,

Student:

MBA-Regular

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 Letter of Transmittal

July 16, 2009

Dr. Azam Khan Chishty

Course Instructor, Principles of Marketing
Iqra University
Defence View, Karachi

Dear Dr. Chishty,

Here is the report on “Pak Suzuki Automobiles” which you have

assigned us for the course of “Principles of Marketing”. And this
report has been an essential part of our curriculum.

Secondary research along with primary research in shape of

interviews was conducted with the Sales Personal’s. That helps us
in conducting research on the most popular automobile company
in Pakistan.

If /should you require any explanation we would be glad to

provide you the required information.

Sincerely,

Student:

MBA- Regular.

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 Acknowledgement

Dear Reader

With blessings of God, the enclosed report reflect the dedicated

teachings of our instructors as without their efforts the report
would not have been possible and obviously the opportunities
presented to us by the “Iqra University”

We would like to take this opportunity to thank our teacher Dr.

Chishty who has taught and improved us well and with such true
dedication and devotion as it is reflected in our works as well as
later in future.

We hope the readers of this report can appreciate the depth of

the study and efforts put into it.

Thanking You

Sincerely,

Student:

MBA-Regular

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 Table of Contents

S. Topic Page
No No.
1 Letter of Authorization
2 Letter of Transmittal
3 Acknowledgement
4 Vision and Mission 6
5 Management 7
6 Integrated Management System 8
7 Mile Stones 9
8 3S Dealers 11
9 Liana 12
11 Mehran 800 cc 17
12 APV 1500 cc 19
13 Alto 22
14 Data Analysis 25
15 Conclusion 36
16 Recommendation 37
17 Bibliography 38

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 Vision and Mission

OUR VISION

• To be Excellent All Around.

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.

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 Management

BOARD OF DIRECTORS:

Mr. Hirofumi Nagao

Managing Director & CEO
Mr. Masaki Sakai
Deputy Managing Director
Mr. Akira Utsumi
Senior Director
Mr. Abdul Majeed Sheikh
Director
Mr. Jamil Ahmed
Director
Mr. Kenichi Ayukawa
Director
Mr. Muhammad Razi Uddin
Director
Monem

CHIEF FINANCIAL OFFICER

Mr. Hidekazu Terada

COMPANY SECRETARY
Mr. Abdul Hamid Bhombal

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 Integrated Management System
Pak Suzuki is built on the idea of a responsible corporate
citizenship thereby managing environmental, safety &
occupational health matters as an integral part of our business. In
fulfilling this responsibility Pak Suzuki adheres to the following
principles:
1. We are committed to provide top quality products to the
satisfaction and requirement of our customers.

2. We conduct our operations in compliance with applicable

environmental, occupational health & safety laws and
regulations. Even where existing laws & regulations are not
adequate, we undertake to operate in a responsible manner
by assuring the HS&E integrity of our processes and
facilities.

3. We recognize the interrelationship between energy and the

environment, and we promote the efficient use of energy
throughout our system.

4. We ensure safe disposal of waste generated from our facility.

5. We minimize the discharge of waste materials into the

environment by utilizing responsible pollution control
practices.

6. We will continuously seek opportunities to improve our

adherence to these principles.

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 Mile Stones
1983
Aug Pak Suzuki Motor Company Ltd (PSMCL).
established as a
joint venture between Suzuki Motor
Corporation of Japan
(SMC) and Pakistan Automobile Corporation
(PACO) Govt.
of Pakistan.
1984
Jan Started commercial operations with start of
Production (S.O.P.) of Suzuki FX.

1988
Apr S.O.P. of 1000cc SWIFT car later on called KHYBER.

1989
Mar Foundation stone of PSMCL Bin Qasim Plant was
laid by the then Prime Minister of Pakistan,
Mohtarma Benazir Bhutto.

1990
Mar Start of operation of the first phase of the new plant
at Bin Qasim with engine and transmission
assembly.

1992
Jun S.O.P. of MARGALLA at new Plant.
Sep SMC Acquired additional 15% shares from PACO
enhancing its shareholding to 40% and taking over
the management.

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1996
Jun The Company set-up waste water treatment plant
to control environmental pollution.
Jul The joint venture agreement between SMC & PACO
ended, PACO divested its entire share holding to
SMC, raising SMC`s equity to 73.9%.

1997
Aug S.O.P. of 1300cc BALENO replacing “Margalla”.

2000
Mar S.O.P. of 1000cc CULTUS replacing KHYBER.
Aug S.O.P. of 1000cc ALTO.

2001
May CNG version of MEHRAN launched.
Sep CNG version of RAVI launched.
Dec CNG version of BOLAN launched.

2004
Jun New plastic injection molding shop commenced
Operation.

2005
Mar Capacity expansion up to 80,000 vehicles per year
completed.

2006
Jan Capacity expansion up to 120,000 vehicles per year
completed.
Jan S.O.P. of 1300cc / 1600cc car LIANA replacing
BALENO.

2007
Feb Third phase of capacity expansion up to 150,000
vehicles per year completed.
Oct Amalgamation of Suzuki Motorcycle Pakistan
Limited into Pak Suzuki Motor Company Limited.

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Mar 120 acres of new land acquired for further
expansion adjacent to the current plant.

2008
Mar The company started exporting of Suzuki LIANA to
Bangladesh.
Mar Pak Suzuki acquired a land measuring 25.22 acres
at Lahore, For the purpose of setting up PDI Centre,
Spare Parts Ware-house, Regional Office and other
related facilities.

3S Dealers

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 Liana

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Liana VURV 1300 cc / 1600 cc
A high-grade dashboard where luxury meets sporty personality.
Neatly laid out
instruments. A surprisingly spacious Liana cabin, tastefully color-
coordinates in
Beige and black, surrounds the driver and passengers in relaxing
ambiance.
The Liana VURV is tailored for driving experience that are both
refreshing and relaxing.

Price:
Price Including ST w.e.f 14/06/2009

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 Identification Price
Liana 1.3L RXI MT Rs. 952,000/-
Liana 1.3L RXI MT CNG Rs. 1,024,000/-
Liana 1.3L LXI MT Rs. 1,015,000/-
Liana 1.3L LXI MT CNG Rs. 1,081,000/-
Liana 1.6L Eminent AT Rs. 1,086,000/-

SPECIFICATION:

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EQUIPMENT:

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 Cultus

Cultus 1000 cc EFi

Cultus is a blend of space and craft. Its trim body conceals ample space,
flexibility for both passengers and storage. Suzuki Cultus assures everyone,
exceptional value and quality.

Interior

SPECIFICATION

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Page 17 of 36
Price
Identification Price
Cultus 410 VXR Rs. 750,000/- *
Cultus 410 VXR CNG Rs. 790,000/- *
Cultus 410 VXL Rs. 810,000/- *
Cultus 410 VXL CNG Rs. 857,000/- *

MEHRAN 800 cc

MEHRAN 800 cc
Unrivalled in its class, Mehran is Pakistan’s largest selling car. More smart
features like head turning lamp, matching front grill and a 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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SPECIFICATION:

Price:
Identification Price
Mehran 308R VX Rs. 433,000/- *
Mehran 308R VX CNG Rs. 479,000/- *
Mehran 308R VXR Rs. 480,000/- *
Mehran 308R VXR CNG Rs. 525,000/- *

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 APV 1500 cc

APV 1500 cc (Imported)

The New APV gives you everything you ever wanted in your vehicle. Spacious
interior for comfort, tough engine to carry large loads and plenty of room for
passengers to enjoy a comfortable day long ride.

SPECIFICATION:

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EQUIPMENT:

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PRICE:
Identification Price
APV 1.5L Petrol Rs. 1,620,000/-
APV 1.5L CNG Rs. 1,675,000/-

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 ALTO

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
today’s driving needs in smart and stylish fashion. An exciting set of new
features now make the Alto even more stylish, more convenient and
more comfortable.

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SPECIFICATION:

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EQUIPMENT:

PRICE:
Identification Price
Alto 410 VXR Rs. 588,000/- *
Alto 410 VXR CNG Rs. 637,000/- *
`

QUESTIONNAIRES

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1. In which models do you deal in?

Deale
rs
LIANA 11
APV 11
CULTUS 11
ALTO 11
MEHRAN 11

According to the data which we have collected from different

dealers, indicates that mostly all of the dealers are selling all the
major products of Suzuki, such as Liana, APV, Alto, Mehran,
Cultus, etc.

2. Which are the top three selling models this year?

Deale
rs
LIANA 0
APV 0
CULTUS 11
ALTO 11

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 MEHRAN 10
Other 1

According to our Survey, the Top Three Selling Models of Pak

Suzuki Automobiles this year are Alto, Cultus and Mehran.

3. Which is the most selling model this year?

Deale
rs
LIANA 0
APV 0
CULTUS 1
ALTO 9
MEHRAN 1
Other 0

According to our Survey, the Most Selling Model of Pak Suzuki

Automobiles this year is Alto.

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4. Which was the most selling model last year?

Deale
rs
LIANA 0
APV 0
CULTUS 2
ALTO 7
MEHRAN 2
Other 0

According to our Survey, the Most Selling Model of Pak Suzuki

Automobiles last year was Alto.

5. Which are the Bottom three less selling model this year?

Deale
rs

LIANA 11

APV 11

CULTUS 1

ALTO 1

MEHRAN 0

Other 9

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According to our Survey, the Less Three Selling Models of Pak
Suzuki Automobiles this year are Liana, APV and Others.

6. Which is the least selling model this year?

Deale
rs
LIANA
APV
CULTUS
ALTO
MEHRAN
Other

According to our Survey, the Least Selling Model of Pak Suzuki

Automobiles this year is APV.

7. Which was the least selling model last year?

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 Deale
rs
LIANA
APV
CULTUS
ALTO
MEHRAN
Other

According to our Survey, the Least Selling Model of Pak Suzuki

Automobiles last year was Liana.

8. Yearly sales of most selling model this year in terms of percentage?

Deale
rs
1% to 20% 0
21% to 40% 3
41% to 60% 4
61% to 80% 2
81% to 100% 2

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According to our Survey, the Sales of the Most Selling Model of
Pak Suzuki Automobiles this year is in between the range of 41%-
60%.

9. Yearly sales of least selling model this year in terms of

percentage?

Dealers
1% to 20% 8
21% to 40% 3
41% to 60% 0
61% to 80% 0
81% to 100% 0

According to our Survey, the Sales of the Least Selling Model of

Pak Suzuki Automobiles this year is in between the range of 01%-
20%.

10. Yearly sales of least selling model last year in terms of percentage?

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 Deale
rs
1% to 20% 6
21% to 40% 5
41% to 60% 0
61% to 80% 0
81% to 100% 0

According to our Survey, the Sales of the Least Selling Model of

Pak Suzuki Automobiles last year is in between the range of 01%-
20%.

11. Reasons of decline of least selling model?

Deale
rs
Bank Markup 2
General Recession 7
Increase in fuel price 0
Increase in Govt. taxes 2

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According to our Survey, the Reason for Decline in Sales of Pak
Suzuki Automobiles is due to General Recession.

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 Conclusion
After having the research completed, we have come to the following factors &
decision about the most appropriate prepaid package in the market. As we know
that in the last 10 years telecom industry has developed in Pakistan. We have
evaluated major points in the analysis of the research:

✔ SMS is the most common & most used service of a user, especially in the
race of good network service & less rates; we have data gathered from a
wide range of user of different telecom companies. And through research it
is derived that Telenor provide the best, cheap SMS rates in the market.
✔ Call rates are the benchmark of any telecom company. In today’s
competitive world of business and globalization. Calling plays an important
role in overall success of an organization & individual. Business calls,
courtesy calls, calls for meeting, these expenses add up to the whole
expense statement of the year. In our research a section of call rates were
asked. Statistical tools were applied to the data through which Telenor came
at the top; Telenor has the most affordable call rates in the telecom industry.
✔ Globalization is the buzz word of today’s business environment; keeping with
the world pace is necessary. Competition domestically and international
effect the business so as an organization has to develop international
operating procedures. In our research international call rates were evaluated
of the telecom companies in which Ufone came the best international rate
provider. Ufone being the best international call rates in the telecom
industry.
✔ The core of the company is its network services it is the backbone of any
telecom company. In the world today, while purchasing a package, people
consider the services. It is the duty of the telecom company to pay keen
interest towards the services. Telenor is doing its job perfectly. Right now the
services of the Telenor are outstanding due to this it capturing the market.
✔ Pakistan is an underdeveloped country its economy is not at the highest
level, people living in the country have less income, and poverty is the basic
problem in our company. So the target audience is evaluates in term of the
living. A proper price related package designed to suit this market. An
affordable package is the basic hint to capture the market. Providing cheap
call rates, cheap charges are the success factor of the telecom companies.
Telenor has successfully implemented this strategy & having the image of
being cheaper than the other telecom companies.

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 Recommendation

After the research, we may recommend the following suggestions,

✔ In today rapid development of technology. Charges as package conversion

also effect the decision in purchasing prepaid packages. Package
Conversion charges are high, user sometimes switch companies because
they cannot switch from on package to other. We want to suggest that the
telecom companies should have low package conversion charges.
✔ The internet is now a good resource and it is also used in many researches
etc. internet has a major role in the business also. Transactions are also
done on internet. Companies use internet, extranet to accomplish business
process. Internet facility is not at the highest level, it does not give proper
bandwidth. Our suggestion is to have good equipment installed for up to
date services of internet to users.
✔ Promotional schemes are very important part of marketing strategy, in
Telecom Company now a day’s many marketing promotional schemes are
launched which have a negative impact. So the hidden charges in the
marketing strategy should not be there. These charges usually discourage
user to obtain packages present in the market.
✔ Brand loyalty, is the essential ingredient in the success of the company.
Telecom companies should have policies & strategies according to brand

loyalty. This will improve sales & customer relation.

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 Bibliography

✔ www.paksuzuki.com.pk

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