ACKNOWLEDEGMENT

Starting by the name of ALLAH , I am very thankful to NASIR AHMED who helped me a lot by giving up to date information,using and surfing internet. We are very proud of our teachers whose help and instructions enable us to perform the activity efficiently. We are very thankful to him.

HONDA COMPANY
EXECUTIVE SUMMARY I have selected Honda to create marketing plan. As the Honda is market leader and have opportunity for more growth in Pakistan. Honda Cars are fully equipped with latest safety tools and unique power. I have prepaid complete market strategies to lunch new car. The total expenses of TV Ads, Bill Board, News paper is 16.5 Million. The manufacturing cost include other expenses is 6016.5 Million keeping the sale price 4.5 Million. The total profit per year is 2.835 Billion. VISION Focusing on satisfaction (customers, associates and shareholders) with Challenging spirit and flexibility, we are dedicated to supplying latest generation cars with advanced technology, greater fuel efficiency and competitive prices, along with Friendly and efficient after sales back up, maintaining quality as core of all activities. Introduction to the topic If marketing is everything you do to place your product (or service) in the hands of potential customers, how do you do it all -- especially if you're all alone? It helps to have a plan. A marketing plan is more than your map for success. It's actually a mapmaking process that when complete will reveal a clear route to your prospective customers. A good map reveals specific items of information. A good marketing plan should do the same for you. Here are six things your marketing plan should help you accomplish.

1) Prove that you understand your industry. Knowing your product isn't enough. 2) Identify your target market. These are the people most likely to buy your Product or use your services. 3) Identify your competition. Who's out there and what are they doing? 4) Establish your pricing, distribution, and product positioning. How much will it cost plus a fair profit? How will you get it there? And where do you fit into the marketplace? 5) Get someone to subsidize your dream. If you want to attract investors, a written marketing plan is essential. 6) Focus on a single effective marketing concept. Define your strongest strength and lead with that. For example, Little Caesar's "pizza pizza" may not be the most innovative idea ever conceived -- but it's certainly one of the more effective. Why? Because it's simple and consistent. Here are the major components that you should consider when writing your marketing plan. Mission This is an external communication of your company's values. Like Admiral Stockdale, you're answering the question, "Who am I and what am I doing here". MARKET SITUATIONS The current market situation of car industries in Pakistan is at worst condition. Due to following reasons 1. Leasing At the end of December, 2006. The President of Pakistan Pervaiz Musharraf. Introduced new polices for leasing. Starting from 2007 the banks in Pakistan applied strict Polices for commercialization. This policy of strict leasing rules directly effect on the production of cars in the industry. The no. of sold cars in 2006 was almost one million, which reduces to three hundred thousands. Now a day the leasing is totally eliminated from the banking sectors.

2. Branded and refurnished cars GOVT. gives the license of Branded and refurnished cars in Pakistan. Custom duty is very low on branded and refurnished cars. That is the reason; people of Pakistan purchased these cars like Vitz, Platz, and Mini Pajaro, Toyota, Suzuki and also Honda. MARKET SITUATION OF HONDA leasing and refurnished cars also have direct impact on the production of Honda. But overall market situation Honda is better than other companies. The annual production and growth shows that Honda is market leader. If we study the environment of Pakistan there is a opportunity for Honda to have a new product line in the form of small cars. In Japan and also in India Honda has already lunched the series of series of small cars like brio and jazz. But still in Pakistan there is no small car of Honda available. In 2011-12 many refurnished small cars were imported but they could not satisfy the customers. SWOT ANALYSIS STRENGTHS .Quality of Cars .Comfort ability of Cars .Good Will .Production Technology. WEAKNESS .Old Designing .Lack of response (To and from customer) Low Advertisement through Adds Low quality of body structure OPPORTUNITY .Export business expansion .Increasing ratio on quality conscious people. Honda can increase product line by introducing jeeps

THREATS .Govt. unstable policies due to political unsuitability .High market share of branded and refurnished cars.

POSITIONING Honda is placing itself in the country with the help of its different departments. Marketing divisions has its distribution and selling channels. PRODUCT STRATEGY The quality of HONDA product is good but knows there are many competitors in the market. We have to develop the following features in BRIO (HONDA CAR). Interior .Durability

Colors

DISTRIBUTORS In order to manage distributors sales 1. Constantly control weekly / sales estimate

2. Advance orders intake as per estimates 4. Ship the supplies to distributors as per schedule. 5. Ensure back up stock in warehouse for managing timely supply. 6. Timely collection of outstanding as per wholesale policy. 7. Control and settle distributor's customers claims as per policy. 8. Control, analyze profitability of each channel. 9. Ensure price inventory of stocks held by distributors for reduction increment and sales action. 10.Study and keep track of competition activities. 11.To intimate sales promotions and executive. The same in standardized form in distributors dealer store. 12.To help all dealers, distributors informed about shoe collection COMPETITION The fear of threat of competitors is an increase strategy to deal with competition soon finds itself out of the market. As with other businesses, competition also affects the business of Competition is increasing now a days due to many factors. Some are mentioned as .Profit .Accessible Technology .Globalization. Because of handsome amount of profit in a Car industry many new Models entered in the market from the last few years. The competition between the new entrants is fierce and already margins have collapsed. Technology brings a revolution in every field of life. Machines are used for better development of structure. Competition is also increasing because of many multinational and local companies entered in this business.

Competitors Analysis The competition environment has a large impact on the marketing operations of the company. Before launching a product, it is necessary to analyze the competition environment of the target market. If there is a threat from large competition, than a suitable marketing strategy has to be worked out to overcome the problems. Product differentiation or price leadership can lead to success. Current Industry competition is high because of the Government policies and threat of new strong entrants. We have three types of competition which are as follows Brand competition Form competition Generic competition Brand Competition This competition deals directly with the brand name Different brands of are available in the market who are directly Honda brand competitors. Competitors are called sum of those companies which are in same market, producing same product at same prices. When we analyze the competitors we have to keep four important aspects of the competitors in our mind. 1. IDENTIFY THE COMPETITORS In identify study an organization has to identify the specific competitors of identify its competitors, for this purpose Honda classified competitors into two classes. A. INDUSTRIAL COMPETITORS. It means when Honda launches cars then they think about the Service and private cottage industry. B. MARKET COMPETITORS. It means when we come with tea in the market we are not going to compete only with Tapal but also with Coffee. This example helps us to understand market

competitors but when we talk about the Honda product in the market we see there is not other substitute of cars as coffee for tea hence all the industrial competitions are also the competitions of Honda in market. PLAYERS OF INDUSTRY. Honda categories the business according to this concept into four types .Market Leader. .Market Follower. .Market Challenger .Market Nicher In it we have to mention that what type of player our product to be so Honda is doing this we compare in realistic manner then we see Honda is market leader, Toyota is its challenger and Suzuki is market nicher. Cost of Production The cost for making a BRIO is 3 million. The first production will be 2000. Revenue/Million Expenses per year/ Million Profit/Million 4.5x2000=9000 13.5x12=162 9000-6016.5=2983.5 The total profit for one year is 2983.5 Million or 2.9835 Billion.

REFERENCE USE I have consulted following references to prepare this Assignment . Book of (Marketing strategies and Export) Personal visit to organization for data collection As my own organization. Get idea form class lecture www.wikipedia.com . (For any kind of information and definition) www.google.com.pk