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Atlas Honda

Overview of Organization

History

Vision
“Market leader in the motorcycle industry, emerging as a global competitive centre of
production and exports.”

Mission

“A dynamic growth oriented company through market leadership, excellence in quality and
service and maximizing export, ensuring attractive returns to equity holders, rewarding associates
according to their ability and performance, fostering a network of engineers and researchers
ensuing unique contribution to the development of the industry, customer satisfaction and
protection of the environment by producing emission friendly green products as a good corporate
citizen fulfilling its social responsibilities in all respects.”

Introduction
Atlas Honda Limited is a public listed company which was incorporated on October 16,
1962. It is a joint collaboration between Honda Motor Company Limited Japan, the largest
and most reputed motorcycle brand in the world, and Atlas Group, one of Pakistan’s most
renowned business conglomerates. The Company is principally engaged in progressive
manufacturing and marketing of motorcycles and spare parts.

Atlas Honda Limited is the largest motorcycle manufacturer in Pakistan with the strongest
brand value and highest customer loyalty. The Company is considered a pioneer of
motorcycle industry in the country and has been leading two wheeler market successfully for
over 50 years.

The Company currently has a production capacity of over 1.35 million units per annum and
continues to maintain its status as market leader both in terms of volume and quality. It also
exports its motorcycles and spare parts to Bangladesh and Afghanistan.

With highest quality products, state of the art manufacturing facilities, largest dealership
network & impeccable after sales service, Atlas Honda Limited is today considered a
benchmark for two wheeler manufacturing. It has been proudly and successfully fulfilling its
role as the flag bearer of motorcycle industry in Pakistan.
As one of the largest tax payers in the private sector and being one of the best employers in
the country, Atlas Honda Limited stands as a beacon of light for the corporate, social and
intellectual sectors of Pakistan.

Corporate Objectives
Customers:

Our Customers are the reason and the source of our business. It is our joint aim with our
dealers to ensure that the customers enjoy the highest level of satisfaction from use of Honda
motorcycles.

Quality:

To ensure that our products and services meet the set standards of excellence.

Local Manufacturing:

To be the industry leader in indigenization of motorcycle parts.

Technology:

To develop and maintain distinct business advantages through continuous induction of


improved hard and soft technologies.

Shareholders:

To ensure health and viability of business and thus safeguarding shareholders’ interest by
maximizing profit. Payment of regular satisfactory dividends and adding value to the shares.

Employees:

To enhance and continuously update each member’s capabilities and education and to
provide an environment which encourages practical expression of the individual potential in
goal directed team efforts and compensate them attractively according to their abilities and
performance.

Corporate Citizen:

To comply with all Government laws, rules and regulations and to maintain a high standard
of ethics in all operations and to act as a responsible member of the society.
Policy Of Organization

Quality Policy

 Commitment to provide high quality motorcycles & parts.


 Right work in first attempt and on time.
 Maintain and continuously improve quality.
 Training of manpower and acquisition of latest technology.
 Safe, clean and healthy environment.
 Market leadership and prosperity for all.

Competitors
Atlas Honda is the market leader in the automotive industry. It’s the biggest manufacture in
the automotive industry. Due to increase in demands it’s also double its production capacity.
Its motorcycles production capacity is 1.35 million, with 150,000 units from Karachi plant
and 1,200,000 units from sheikupura plant for year 2017-18. And sold 1,088,000 units in
2017-18 and act as market leader. The net sales are 77.8Bn and profit before tax is 6.3Bn and
after tax profit is 4.7Bn for the year 2017-18.
 Dawood Yamaha and Company
 Sehgal & Company
 Suzuki Motorcycle
 Sohrab Motorcycle
Chinese Brands also indirectly compete with the Atlas Honda to reduce its sales and sell the
Motorcycles at low price.
 Road Prince
 Metro
 Pak Hero
 Super Asia
 Super Star
 New Asia
 Ravi
Business Volume

Sales
RS. 77.5 BN
We have achieved the highest ever sales during the year, an increase of 20% from last
year.

Profit before Tax


RS. 6.3 BN
Volume growth & effective cost management measures resulted in an increase of profit
by 23% from last year.

Profit after Tax


RS. 4.7 BN
Improved results and tax efficiency has resulted in encouraging growth in profit after
tax, an increase of 24% from last year.

Return on Equity
31.90%
Improving profitability and optimum equity increase the return on equity by 3% from the
last year.

Earnings per Share


RS. 45.1
Improved profitability generates higher EPS for shareholders, an increase of 24% from
last year.
Wealth Distributed
RS. 26.3 BN
Among Government, employees, providers of capital and retention for future growth, up
by 22% from last year.

Breakup Value per Share


RS. 154.7
Higher breakup value providing a stronger financial base of our future growth.

Capital Expenditure
RS. 2.4BN
Incurred for capacity expansion and BMR of existing facilities, an increase of 20% from
the last year.

Proposed cash dividend per share


RS. 27.0
We have been following a consistent policy of paying high dividends, an increase of
46% from last year.

Cash generated from Operating Cycle


RS. 7.8BN
Effective working capital management resulting in higher operating cash flows.
Product Lines

CD70 CD70 Dream Pridor

CG125 CG125 Self

CB125 F CB150 F CB250 F

Main Offices

Karachi Plant:

Company Mother Plant is based in the city of lights and provincial capital of Sindh, The
Karachi city. Atlas Group signed the technical agreement with Honda in 1963 and plant
started the commercial production subsequently. Plant spread over an area of 5acres. In 1964
Production began with 7 Motorcycles per day.

Sheikupura Plant:

Another plant is located in sheikupura city, Punjab. It’s located at 26-27 Km from Lahore.
The Plant was built in 1981 and spread over an area of 27 acres. The plant manufactures all
variants of motorcycles.

Regional Offices:

 Lahore: 1 Mecloed Road Lahore -54000 [(042) 111-111-245,


3 7 2 2 5 0 1 5 - 1 7 , 37233515-17]
 Rawalpindi: 60-Bank Road, Sadder [(051) 5120494-6, 5120497]
 Multan: Azmat Wasti Road Multan-60000 [ (061) 4540054, 4540028, 4571989]
 Rahim Yar Khan: Atlas Honda Limited, 4-B Zamindara Colony [(068) 5888809]
Departments

1) Human Resource
2) Admin & IR
3) Corporate Affairs
4) Finance
5) Logistics
6) Stores
7) IT
8) PPC
9) Maintenance
10) Quality Assurance
11) Casting Plant
12) Engine Plant
13) Manufactured Plant

https://www.slideshare.net/burhanazeem/atlas-honda-internship-report-2013-45264065

https://www.scribd.com/doc/143730321/Strategic-Analysis-of-Atlas-honda-motorcycles
Organizational Hierarchy

Shareholders

Board of Directors

Audit HR & Company


Committee Remuneration Sectary
Committee

Chief Executive Officer

Operations Support

Sales Finance

After Sales
Quality
Assurance
Production

HR
Production,
Planning & &
Control Administration

Supply Chain
Information
Engineering &
Technology
Projects
Commercial &
Planning

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