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• Japanese Multinational Company
• Headquarters in Minato , Tokyo , Japan
• Primarily Known as manufacturer of automobiles
• Founder :- Soichiro Honda
• Founded:- September 24,1948
• The first production automobile :- T360 mini pick-
• Varies Car by Car
• In Pakistan:
The new models of Honda automobiles in Pakistan
range in minimum of 15 lacs
• In Pakistan:
• Head Office is in Lahore
• Many Large showrooms in big cities
i.e. Peshawar, Karachi, Islamabad, Multan
ACCORD: 4600000 Rs
CR-V : 4200000 Rs
CIVIC(AUTO): 1900000 Rs
CIVIC: 1820000 Rs
CITY: 1200000 Rs
Parts/ Service Promotions:
• Longer Life Tires
New Price Promotions:
• Honda Graduate Program
HONDA promotes its products through;
Ads, billboards, tv,
Sponsoring sports events
Environment friendly automobiles
HONDA official slogan is
HONDA has never used its slogan to sell
its products but it was Mr. HONDA’s
belief that it will built products sell
We see "The Power of Dreams" as a way of thinking
that guides us and pushes us forward. The strength of
our company comes from this philosophy — which is
based on the visionary principles of our
founder, Soichiro Honda.
We see the world not as it is, but as it could be.
We see the world through the eyes of dreamers. Because
we are a company founded by a dreamer. And we are a
company built on dreams.
HONDA has segmented its market in a
way that its:
ACCORD &CR-V is for elite class
HONDA CIVIC for upper middle class
HONDA CITY for only middle class
Honda always has targeted upper
class groups, upper middle class, and
middle class & have been very
successful in maintaining its target
market and providing with the products
of their needs.
HONDA HAS MAINTAINED A DISTINCTIVE
IMAGE DUE TO:
STRONG BRAND NAME
UNIQUE STYLE & DESIGN
Brand name image
Smoother drive as compared to competitors
Quality – ISO Certification
Highly loyal, committed and motivated employees
Hardworking, experienced and qualified staff
Honda in Pakistan has a lower sales value than Suzuki
Its Distribution Centers are less
People of Lower Class are unwilling to buy it because of
its image as high status car
Honda’s are expensive to buy and maintain then its
It faces a long road in gaining trust and making ways to
remove the image that Honda’s are unreliable cars.
Customers realizing quality matters, as problems are
already cropping up in new entrants models
Initiatives and proposals in process for coping with
increased demand of bikes
Newer segments introduced with entry of new
models, design, which still have huge potential for growth
Karachi, a segment which has tremendous potential for
growth and profitability.
Crucial economic conditions of Pakistan can lead to the
decreased sales .
WTO (World trade Order) opening local markets for
Competitors launching newer models with stress on
reduced price for our price-sensitive economy proving
serious threat in near future
The biggest threat for HONDA is TOYOTA
Japanese Multinational Company
Headquarters in Toyota,Aichi,Japan.
Primarily Known as manufacturer of automobiles
Toyota Motor Corporation is Japan’s number one
Founder :- Kiichiro Toyoda
Founded:- August 28, 1937
Launched their first car (SA model) in 1947
Varies Car by Car Too
Minimum 10 lacs to 20 lacs
Minimum 50 lacs to 2 Crore
Corolla 1.3L GLi Rs. 1,621,300
Corolla 1.3L XLi Rs. 1,491,300
Corolla 1.6 GLi A/T Rs. 1,786,300
Altis 1.6 M/T Rs. 1,859,500
Altis 1.6L M/T SR Rs. 1,949,500
Camry (Auto) Rs.7,999,000
Camry(Manual) Rs. 7,799,000
Land Cruiser Prado Rs.16,899,000
Over 170 countries worldwide
Many Large showrooms in big cities i.e.
Peshawar, Karachi, Lahore ,Islamabad,
PARTS AND SERVICE PROMOTION:
EARLY BIRD SERVICE
Toyota have excelled in public demand and mainly in price issues.
TOYOTA promotes its products through;
Ads, billboards, tv,
Sponsoring sports events
Through their websites
TOYOTA official slogan is
This tagline embodies the spirit of constant
innovation on the part of Toyota. It lends the
associations of quality and technological
capability to the brand.
Our mission is to deliver to you, the
consumer, the level of service that mirrors the
quality and characteristics of our brand.
"To sustain profitable growth by providing the
best customer experience and dealer support.
Target Market contain
SCOIN and CAMRY for young adults
LEXUS and SUVs for elite class
Hybrid Car PRIUS for economy class
COROLLA and CORONA for upper middle class
CROWN for upper class
TOYOTA POSITIONED THEIR BRANDS IN:
A Motivated and extremely productive work force.
Low cost, high quality factory operations guided by just in time.
Long-term partnerships with suppliers.
Careful market research and short design to show room cycles so
as to keep models closely aligned with market demand.
Having outstanding labor relations.
Strong employment relationship.
Long-term relationship with supplier.
Customers not segmented
Production operation not very good as the product needs
to be reworked
Limited Research and Development done as compare to
High level of responsibility on employees shoulders
Lack of flexibility in the company
Continuous stress on employees due to Continuous
Toyota now have a reputation for manufacturing
environmentally friendly vehicles.
Producing high quality, small and fuel efficient cars that can
attract the consumers.
The company has launched its new Aygo, which is targeted at the
streetwise youth market and captures (or attempts to) the nature
of dance and DJ culture in a very competitive segment. The vehicle
itself is a unique convertible, with models extending at their rear!
The narrow segment is notorious for it narrow margins and
difficulties for branding.
Rising gasoline prices triggered by decisions of the OPEC oil cartel to
hike crude oil prices substantially.
Continuing appreciation of the yen.
Expanding demand in the Japanese auto market.
Escalating competition in the low priced car market by the entrance of
several newly industrialized countries.
Increasing sales of imports.
107.82 Billion US $
235.89 Billion US $
6.87 Billion US $
5.82 Billion US $
Total AssetsTOTAL ASSETS
139.61 Billion US $
370.3 Billion US $
Total EquityTOTAL EQUITY
53.69 Billion US $
128.32 Billion US $