In the name of Allah who is most beneficent and merciful

Respectable teacher dear friends and fellows

Group B
Group Leader:

Ajmal Tanoli
Members: Faisal Mehmood Qureshi Syed Zaheer Ahmed Naqvi Shabeer Ahmed

First of all thanks to Sir Umar Ali that he gave us a chance to present here
Also thanks to all of you that you fetch out your precious time for our presentation

Friends we are here to present

Introduction:
Atlas Honda Limited was incorporated as a public limited company on October 16, 1962 and its shares are listed on Karachi and Lahore Stock Exchanges in Pakistan. The registered office is located at 1-Mcleod Road, Lahore. The manufacturing facilities of the company are located at Karachi and Sheikhupura, with branches, warranty and training centers at Karachi, Multan, Lahore, Rahim Yar Khan and Rawalpindi. AHL manufactures and markets Honda motorcycles in collaboration with Honda Motor Company. The company is principally engaged in progressive manufacturing and marketing of motorcycles and auto parts. The company assembles four motorcycles in Pakistan, the CD 70, CD 100, CG 125 and CG 125 Deluxe.

Honda Motorcycles Manufacturing Plants

Karachi Plant: Company mother plant is based in the city of lights and provincial capital of Sindh, the Karachi city. It is located at F-36, Estate Avenue, S.I.T.E. Karachi. Plant manufactures CD 70 only. Sheikhupura Plant: Another plant is situated in Sheikhupura city, Punjab. It is located at 26-27 KM LahoreSheikhupura Road Sheikhupura. The plant manufactures all four models i.e. CD 70, CD 100, CG 125 and CG 125 Deluxe.

Competitors of AHL

DYL Motorcycles Ltd. Pak Hero Industries (Pvt.) Ltd. Suzuki Motorcycles Pakistan Ltd. Habib Motorcycles Pvt. Ltd.

Organization Chart
Audit Committee External Audit Corporate Governance Secretariat Compliance Officer Corporate Ethics Compliance
Environment Health & Safety Committee

Board of Directors

Internal Audit Financial Audit Management Audit

Risk Management
Social Responsibility Committee

Marketing Finance Supply Chain

Quality
Production Information Technology HR & Admin Individual Level Code of Conduct

Individual Associates

AHL Board

Chairman Chief Executive Officer Directors

Mr. Yusuf H. Shirazi Mr. Saquib H. Shirazi Mr. Masahiro Takedagawa Mr. Nurul Hoda Mr. Sanaullah Qureshi Mr Sherali Mundrawala Mr Hisao Kobayashi Mr. Koji Takamatsu Mr. Rashid Amin

Company Secretary

Committees Fuctioning in different Fields:

Audit Committee: Business Ethics Committee: Management Committee: Treasury committee: Risk Management Committee: Functions of these committees will be explained there at their place. Firstly take a look at persons involved in these committees:

Audit Committee: Chairman Members Head of internal Audit Secretary

Mr. Sanaullah Qureshi Mr. Sherali Mundrawala Mr. Nurul Hoda Mr. Zaheer Ul Haq Mr. Syed Tanveer Hyder

Management Committee:

Chief Executive Officer: Vice President Marketing: Vice President Technical: Chief Financial Officer: General Manager Plants: Aziz General Manager Quality Assurance: General Manager Research & Development: General Manager Information Technology: General Manager Marketing: General Manager Human Resources, Administration & Corporate Affairs: General Manager Planning & Commercial: General Manager Supply Chain: General Manager Research, Development & Projects:

Mr. Saquib H. Shirazi Mr. Nurul Hoda Mr. Osamu Ishikawa Mr. Suhail Ahmed Mr. Muhammad Khalid Mr. Sultan Ahmed Mr. Koji Takamatsu Mr. Mushtaq Alam Mr. Javed Afghani Mr. Razi Ur Rehman Mr. Amir Ali Bawa Mr. Shakeel Mirza Mr. Afaq Ahmed

Auditors: Legal Advisors:

Tax Advisor: Share Registrar:

Hameed Chaudhri & Co. Mohsin Tayebaly & Co. Agha Faisal- Barrister at Law Ernst & Young Ford Rhodes Sidat Hyder Hameed Majeed Associates (Pvt.) Limited H.M. House, 7-Bank Square, Shahrah-e-Quaid-e-Azam, Lahore.

Basic Management functions

Planning:

Vision: Market leadership and prosperity for all. Want to become market leader in the motorcycle industry as a global competitive centre of production and exports. Mission: A dynamic growth oriented company through market leadership excellent in quality and service and maximizing export. Provision of high quality motorcycles and parts. Maintenance and continuously improvement in quality. Ensuring attractive returns to equity holders, rewarding associates according to their ability and performance. Bringing a network of engineers and researchers result in unique contribution to the development of the industry. Customers satisfaction in any situation. Customers are the reason and the source of business. It is companys joint aim with its dealers to ensure that its customers enjoy the highest level of satisfaction from use of Honda motorcycles. Protection of the environment by producing emission friendly green products as a good corporate citizen fulfilling its social responsibilities in all respects.

Organizing: The company has planted its machinery at Karachi and Sheikhupura plants for the production of motorcycles of different categories. Highly qualified, talented and trained mechanics are there doing their jobs best to produce good quality and road running motorcycles. Board of Directors and Management members tell the employees that what should be done and how it should be done to achieve targeted goals. A vast and growing network of over 1600 sales service and spare parts dealers has been established in different locations. Leading: Our aim the organization development through self development Company enhances and continuously updates each members capabilities and education and provides an environment which encourages individuals for team work to achieve directed goals. And reward them attractively according to their abilities and performance. To recognize loyalty and long service, associates are awarded gold medals for the period of their continued service of15, 20, 25, 30, 35 and 40 years. Controlling: To ensure control over objectives the Board and Management have established a number of committees to keep sight on key areas of companys operations.

Functions of different Committees

Audit Committee: This committee reviews the financial and internal reporting process, the system of internal controls, management of risks and the internal and external audit processes. It also proposes the appointment of external auditors to the Board and is directly responsible for mistake of their work and their reward. The Audit Committee receives reports from external auditors on any accounting matter that might be regarded as critical. Business Ethics Committee: The Audit Committee has formed a Business Ethics Committee which consists of members from the senior management of the company from various areas of operation. The major responsibilities of the committee include: To ensure that there is effective communication supporting ethical values, good practices in the business. Ensure respect for all individuals. To conduct regular self verification through implementation of compliance checklist system. To assess and monitor implementation of suggestions or concerns raised by the company staff. To develop mechanisms, like needs analyses, to identify employees areas of concern or confusion.

Management Committee: The management committee ensures that a proper system is developed and working that enables speedy and appropriate decision making. It acts in an advisory capacity to the CEO at the operating level, providing recommendations related to business and other corporate affairs. It is responsible for reviewing and forwarding long term plans, capital and expense budget development and management of business plans. It is also responsible for maintaining a healthy environment within and outside through its environment friendly products. Treasury committee: This committee consists of three members and is established to decide on matters relating to short-term investments in the day to day operations of the company. The decisions of the treasury committee are later on confirmed by the Board. Risk Management Committee: This committee also consists of three members which reports to the CEO. It has been established to develop and oversee the risk management policy.

Market Segmentation

Segmentation: Company has a geo-demographic segmentation. Its market is divided into regional provinces and then in cities of Pakistan e.g. Lahore, Rawalpindi Region, Faisalabad Region, Multan Region, Central Region, South Region. And basis on age, gender, income, education and non education regardless of religion and race. Company provides motorcycles for Males, both employed and unemployed. Because it is a way of easy transportation every buying power person purchases these products. Targeting:

A set of buyers sharing common needs or characteristics that the company decides to serve. As discussed above the company has segmental marketing. Company is providing motorcycles all over the Pakistan and has a large dealers network. Generally its targeted customers are youngsters having age 17-26 years. Its products are both for educated and non educated persons. Every person who has purchasing power can buy its motorcycle. Motorcycles of different categories are produced for different income generated people. Critical analysis: We think company has selected best market segmentation. Customers targeted by the company according to our opinion are highly profitable for the company. Nowadays mostly youngsters are seemed driving bikes as fashion. So, customers between ages 17 to 26 are keys for company to generate high profit.

Definition of Target market:

Positioning: Company has positioned good quality products and always positions good quality products. It is companys key quality policy to Maintain and continuously improve quality Critical analysis: As competitors are moving so fast and want to hunch. So, companys employees do their best and best to manufacture good quality, high speed, low consumption of fuel and life long engines. Therefore, this is the reason that how company positions good quality motorcycles. We think that company has positioned the motorcycles in right way, because motorcycles of Honda are known by quality. For becoming market leader we think company is on right way.

4 Ps

Product: Company provides motorcycle which is used for transportation. It is available in two colors red & black. It is a convenient product which is used by a large number of users. Motorcycles manufactured by the company: CD 70, a motorcycle in small size and low weight, favourable for home use and for normal people who can buy easily in few steps. CD 100, a motorcycle lie between CD 70 and up next model. It is a motorcycle manufactured keeping in view the increasing distances between urban and semi urban areas. People, who can buy CD 70, can buy CD 100 according their need. CG125, a motorcycle ideal for high speed, long runs and rough pathways. It is a motorcycle which has a good look and strong body. Honda Motorcycles are defined by Quality, Performance, Speed, Economy Petrol and Re-sale Value. All these have managed to successfully keep your trust on the New Honda CG125. It is an amazing result of advanced Japanese technology and right up there as an outstanding performer representing all the qualities that make Honda motorcycles so special.

The 125 cc 4-stroke engine generates 11-Horse Power with low fuel consumption. Honda CG125 has a CDI Ignition System and a 12-volt battery (instead of 6-volt). The headlight and indicators are brighter, with an easy starting-up of the engine. People who have interest in Honda and have buying power buy this model. CG125 Deluxe, a motorcycle next to CG125 and ideal for high speed and long runs. CG125 Deluxe is known as King of the Road. It has a charming look and design, which attract youngsters at first glance. CG125 Deluxe is gaining popularity in young generation. It is a motorcycle for high income segment.

Quality: High quality motorcycles with life long genuine engine and low fuel consumption technique. It is consistent in every model. Branding: Company has brand name Honda designed on every model, which differentiated Honda Motorcycles from its competitors. This is the symbol which shows that it is a motorcycle which the customer need. Pricing: Company charges value based pricing. AHL does not keep in mind the cost of manufacturing but keep in mind the values given to the customers. We think that as company is doing its best efforts for manufacturing of good and good quality motorcycles, it is the right of company to charge for their products according to their best manufacturing efforts.

Prices of its four manufactured models are as follows:

Models (Red & Black)
CG 125 Deluxe CG 125 CD 100 CD 70

Price in Rupee
1,11,000 89,500 73,500 65,500

Placement: Honda motorcycles are mostly available from companys authorized dealers and also from selective dealers. These are motorcycles not pack of juice or biscuits that can be available from anywhere, any shop at any time. So, Honda motorcycles are available at antenna dealers. Promotion: Company gives advertisement of their latest models on its website www.atlashonda.com.pk and also in print form which will be available at dealers corner. Company makes public relations and motivates the individuals to test their offer.

Critical Analysis
Company is using good marketing mix, because it provides good quality motorcycles with life long engine, good quality sound, less fuel consumption of more than 40-45 Km/liter in every model. Its design and colors are brilliant and take customers attraction at first look. Honda motorcycles are best in performance than any other. According to category these motorcycles are used in hilly areas and on highways for racing. We like the companys slogan that Main Tay Honda E Laysan It also realizes customers that how much qualitative Honda motorcycles are?

Things which differentiate AHL from its competitors:

1. 2.

3.

4.

AHL provide two free services after purchasing of its motorcycles. Because of large number of customers, company provides spare parts of motorcycles easily and affordably to the customers. These parts are available from every dealer and at each smart sale point. Company provides spare parts which are also genuine and life long.

Conclusions and recommendations:

We have concluded that company has good management functions and is successfully providing the market demand through strong presence is in different market segments. CD 70 has remained a strong favorite while CG 125 has also made strong growth. CG 125 DLX has also its own stand in the market and is gaining popularity in the young generation. On the other hand, owing to increasing distances in urban and semi urban areas, consumers have taken a liking for CD 100 due to its comfort and powerful drive. So, we recommended AHL to do business in the same way as they are doing and did in the past.

References:

www.atlashonda.com.pk www.pagespak.com/pakistan-yellow-pages-company-details.asp www.pakwheels.com www.paksuzuki.com.pk www.dyl.com.pk www.kawasakimotorcycle.org www.hondapower.net.pk www.pakhero.com en.wikipedia.org wiki.answers.com www.scribd.com Riaz Auto Engineering lower plate Muzaffarabad

Thank you