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Company Introduction:
Indus Motor Company (IMC) is a joint venture between the House of Habib
IMC was incorporated in Pakistan as a public limited company in December 1989 and started commer production in May 1993
Toyota Motor Corporation and Toyota Tsusho Corporatio have 37.5% stake in the company equity.
Company Introduction:
The manufacturing facility and offices are spread over 105 acres at Port Bin Qasim, Karachi. The company invests heavily in training its 2,000 strong workforce of team members and management employees The company has played a major role in the development of the entire value chain of the local auto industry and is proud to have contributed in poverty alleviation at the grass root level by nurturing localization
Company Introduction:
Vision: To be the most respected and successful enterprise, delight customers with a wide range of products and solutions in the automobile industry with the best people and best technology.
Company Introduction:
Mission: Mission of Toyota is to provide safe & sound journey. Toyota is developing various new technologies from the perspective of energy saving and diversifying energy sources. Environment has been first and most important issue in priorities of Toyota and working toward creating a prosperous society and clean world.
Company Introduction:
Slogan: ACT#1: Actions, Commitment and Teamwork to become No.1.
Company Introduction:
Senior General Director General Manager Manager Marketing & Marketing Marketing Sales Manager Marketing Passenger Vehicle AM PV Management Trainee Management Trainee AM CV Management Trainee Management Trainee
Parado New
Land Cruiser Used Parado Used Civic Accord New
18 Million
15 Million 11 Million 10 Million 9 Million 7 Million
24 25 Million
700
500 500
They have launched their model in 2013 1st Quarter, practically on 8th of March 2013 to all over the Pakistan. According to the research the demand of cars are high in the first Quarter of every year and then it reduces gradually. 4th Quarter is seemed to become the off season of buying cars. They have sent 2 models of Fortuner to their 35 dealer in Pakistan before commercialization.
Lahore
Multan Rawalpindi Quetta Hyderabad Karachi
6
5 4 2-3 1 Same Day
2 Mar 13
3 Mar 13 4 Mar 13 5 Mar 13 6 Mar 13 7 Mar 13
Sneak Previews Strategy: Sneak Preview is basically inviting selected potential customer to a place for giving demo of the product.
Indus Motors have run their Sneak Previews in 3 major cities in Pakist at following stations followed by Hi-tea.
Karachi Lahore
PC 250 Customers have attended PC 300 Customers have attended Holiday / Hospitality Inn 210 Customer have
Islamabad
BTL Below the Line; 2nd Strategy (to be approved): Marketing team has a plan to display Fortuner at malls (during this Eid festival) so that Customers will get aware about this new SUV 7 seated luxury car.
BTL Below the Line; 3rd Strategy (to be implemented in the stage of maturity): a.To make costumed car
b.Implement CNG
c.Arrange in different colors
Advertising Campaign:
In their Ad Campaigns they have focused prestige and high profile 1. First Campaign was launched as SNEAKS PREVIEW which was just before the launch 2. Secondly, they have advertized via billboard in 3 major cities Karachi, Lahore and Islamabad in Pakistan for mass marketing 3. Then, they have advertize on TV Commercials for mass marketing their media partners have advised the timings for the Ad 4. With the TV Commercials they have also used newspaper print media
In the end they have run radio campaign of FM 105, 101 and 89
Commercial Ad
Target Marketing Demographics: Upper class population, above 25 years of age and executive class
Positioning Product and Services Toyota is providing brand new SUV with comparatively low price 100% imported spare parts have been used Assembling is as per the quality standard of Toyota Japan They have Japanese team to control and train the SOPs Toyota is providing 2 years Service and spare parts warranty Channel Only through Distributer via 3S (sales, service and spare parts) People
Psychographics Upper social class, Life Style, Personality Traits Economic Factor
Psychographics Upper Social Class, who are having large families, prestige Economic Factor
They have targeted all upper class executives above 25 years of age
Image To give a feeling of luxury and high prestige.
SWOT Analysis
H E L P F U L I N T 1. 2. Strength Highly experienced and trained staff Employees Training has been done every 2 years 1. 2. H A R M F U L Weakness Production Constraint Lack of Expertise in Localization
E
R N A L
3.
4. 5. 6. 7. 8. 9.
3.
SWOT Analysis
Opportunities
E X T E R N A L 4. 3. 1. 2. Market Expansion 60% duties on the import of spare parts instead of 200% duty of import of Cars Export: a. b. India Bangladesh 1. 2. 3. Used Car Policy Foreign Exchange Import Duties
Threats
Sales Report
Sales
Year 2013
Mar-13 Apr-13 Unit Sold 100 100 Amount in Million 5700 5700
Cost
Amount in Millions 4800 4800
Revenue
In Millions 900 900
May-13
Jun-13 Jul-13 Total
200
250 150
11400
14250 8550 45600
9600
12000 7200 38400
1800
2250 1350 7200
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Market Share
Parado Used 6%
Sales
Units
M.S.
Fortuner Parado - Used
800 58 24
91% 7% 3%
Fortuner 91%
Conclusion
Product Mix Hybrid Pricing
Product
Price
Target Market
Place Geographic Promotion All tools
Conclusion:
Toyota should prioritize production plan and improve their capacity, investment is required. Reduce supply and demand gap by implementing DMS (Distributer Management System). Used improved technology and highly trained staff to manufacture majority spare parts locally
Any Questions ?