The company will survive as long as they diversify its main business and exploit their

capabilities dipping their toes first that the competitors in financial issues and offering what
the customer need even before them.

1.1.1. INDUSTRY ANALYSIS

Motorcycle assemblers belong to the automotive industry according with ANDI (La
Asociación Nacional de Empresarios de Colombia).

AUTECO is the sole supplier of MI MOTO SAS, for that reason it is developing the next
market study focused on AUTECO.

MARKET SHARE

AUTECO has different lines like: Kawasaki, Bajaj, KYMCO, and KTM. All of them belong
to the ranking Top 20 brand in Colombia, according to Andemos, in its report about
motorcycles sales in Colombia January 2017-january2018. We can conclude that AUTECO
has the 29.7% of the market. Its best brand in sale is Bajaj, which participation is 24, 3% of
the market. That´s mean that it only brand represents 81.8% of totally AUTECO sales.

MARKET SIZE

According Andemos:

Total motorcycles 2016 2017 variation

sold
574.481 499.692 -13,0%

AUTECO COMPETITORS

Brand Market Share

Yamaha 17,6%

Honda 17,6%
 AKT 13,9%

Suzuki 7,8%

According Andemos in its report about motorcycles sales in Colombia January 2017-
january2018

TECHNIQUES USED BY THE COMPETITION

Yamaha: Yamaha Company has a strategy that is supported by the differentiation in the
massive market; in which through the quality of products with quality, guarantee and
confidence. Yamaha´s know that currently the consumer doesn’t define his purchase based
on low prices, but is an increasingly informed user seeking personalized attention; technology
design, innovation, and those qualities are characteristics of Yamaha motorcycles.

Honda: This Company has many advantages in the automotive market that made it the best
option for a large segment of buyers. Honda´s vehicles exceed expectations every year are
still being presented.

§ Reality: Honda´s Company has a remarkable reputation in the construction of quality

parts. According to Consumer Reports, clients know it as a quality product.
§ Fuel Efficient: This makes it a leading product among high fuel efficiency models.
For example, the Honda CRX HF was one of the first cars sold on its low mileage
engines. More recently, Honda was one of the first companies to launch a hybrid
vehicle, the Honda Odyssey.
§ Value: Honda is usually one of the best vehicles brands that mean "a return on
investment". Undoubtedly, this value is significant with the lifestyle of your target
audience.

AKT: This Brand has an accessible and competitive price. The vehicles in this company have
a lot of characteristics to make AKT an attractive motorcycle because have the perfect high
and size.
Suzuki: This Company has a variety of products which all of these; present differences
between prices, guarantee, quality, characteristics, etc. Clients’ loyalty is a result about the
expectation that people have in this vehicles.