Honda atlas Pakistan Ltd was created by the joint venture of Atlas Group of Pakistan and Honda Motor Company Japan. The first car rolled out from the plant in 1994, since then Honda Alas has been growing in terms of production capacity, market share etc. Honda is a strong brand name worldwide and it is differentiated by very high quality standards, technology, safety standards and advanced designs. In Pakistan Honda Atlas has successfully maintained its brand image hence they are the only local manufacturers who are concentrating on these factors other than only making profits like its competitors. Market share of Honda Atlas is 11%. The customers they make are very loyal so there is an increasing trend in the market share since the company started. Pakistan's automobile industry has flourished more than four times in last six to seven years and the reason behind that was increasing demand. All the companies are successfully fulfilling this demand successfully. But currently due to the political instability, global recession, war on terror and some other factor our economy had been damaged a lot, due to which buying power has decreased a lot. It resulted in the decreasing demand of automobiles which affected the local car producers. Moreover we have analyzed the company thoroughly, internally and externally. We have analyzed the financial position its competitors and finally the suggested strategies are given to increase sales and improve the weak areas.
We would like to thank our instructor Mr. Tariq Hamid for providing us knowledge and support to make this project, then our TA Miss Mehreen Rehmani who kept us motivated from time to time. We are also thankful to our friends who provided us support for many different obstacles we faced. We would also like to thank Mr. Sami Shafi "Senior Manager after sales division" for providing us very important information.
Company Background & Milestones
The Honda Atlas Cars Pakistan Limited is a joint venture between two groups: Honda Motor Company Ltd, Japan: Primarily known as the manufacturer of automobiles and motorcycles was created by Soichiro Honda. Honda Motor Company Limited is perhaps best known as an automaker. It is the third largest automaker in Japan but the company has its roots in motorcycles, and is the world's top motorcycle manufacturer. Its best market is in the United States, where the majority of its sales are generated. Honda's automobile product line accounts for approximately 90 percent of its sales, and includes well-known U.S. top-sellers such as the Accord, Legend, Civic, Prelude, and the luxury Acura. The Accord is the second most purchased car in the United States, although it actually ranks first on the country's list of most stolen (and thus, "in demand") vehicles. Honda also produces motorcycles such as the Super Cub, Foresight, and Shadow 750. Furthermore, the company's power products division makes other items that bolster annual sales, such as agricultural and industrial-use machinery, portable generators, outboard motors, and all-terrain vehicles. Atlas Group, Pakistan: The Atlas group was founded by Mr. Yousaf Sherazi, a former Income Tax official and journalist in 1962. The first company set by the Atlas Group was Sherazi Investments (Pvt) Limited and since then, there is no looking back. The East Pakistan tragedy, however, nearly crippled Sherazi but he never lost hope and went out forming numerous joint ventures with leading Japanese concerns like Honda. Atlas-Honda today is a name to reckon with in country’s engineering sector and associated with this just one name are hundreds of vendors. He holds stakes in insurance, financial services, information technology, leasing, warehouses, office equipment, motor cars and motorcycle-assembling units, besides running a renowned firm that manufactures batteries. Sherazi owns the Atlas Investment Bank too. The Federal Budget 2004-05 is perhaps the...