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Fundamentals of Management

Mr. Imran Saigol

SWOT ANALYSIS OF PAK SUZUKI


MOTOR COMPANY LTD.
Group Members
Aman Fatima
M. Waqas Ahmed
Sumbal Iftikhar
Irfan Uddin

Government College University,


Lahore

EXECUTIVE SUMMARY

The sole purpose of this report is to understand and analyze Strengths, Weakness,
Opportunities and Threats of Pak Suzuki Motor Company Limited. This project comprises of
SWOT analysis and Mix and Match strategy of Pak Suzuki motors. In terms of
information, authentic sources were used and officials were contacted which led us to collect
relevant and factual information regarding company.
A brief introduction and history of Pak Suzuki along with other relevant information and code
of conduct is covered. As an essential part, companys slogan, Vision and Mission are
mentioned. The operations and environment of company with its market impact has been duly
covered. The product line of Pak Suzuki and its market share are an important area which we
have covered. Report contains companys strengths, weaknesses, opportunities and threats
that are dominant in industry as well as in automobile market of Pakistan. Accomplishments
and milestones as well as Mix and Match strategies are precisely mentioned.
Product line of PSMC is explained with its features and market share which helped us to
understand innovation in their market offerings and competition between rivalries. The
findings also analyze the Economic Contribution, Sales Result, Net sales and Profit of Pak
Suzuki.
Precise contribution towards society by PSMC concludes the report followed by strategies to
be adopted and suggestions.

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TABLE OF CONTENTS
Introduction

Company Information

Code of conduct

Slogan, Vision and Mission

SWOT ANALYSIS
Strength

Weakness

Opportunities

10

Threats

10

Mix and Match

13

Milestone

14

Product Line

16

PSMC Sales result and Net sales and profit

20

BCG Matrix

21

Cooperate Social Responsibility

22

Conclusion

23

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INTRODUCTION
Pak Suzuki Motor Company (PSMCL) is a Pakistani subsidiary of Japanese automaker Suzuki
and was founded in September 1982 as a joint venture between the government of Pakistan and
Suzuki Motor Japan, formalizing the arrangement by which Awami Auto Ltd had produced the
Suzuki SS80 from 1982.
In Pakistan this company assembles and distributes cars manufactured by Suzuki. Pak Suzuki
has crowned the largest car assembler and created monopoly over small passenger cars in
Pakistans automobile industry.
When venture started, Suzuki initially owned 25% of the stock, and has progressively
increased their holding; it now owns 73.09%. Pak Suzuki is the market leader in Pakistan
Automobile Market by having more than 60% (December, 2011) of market share. Lacking
serious competition, Pak Suzuki has had a market share of more than 50% since its beginning.
Its launched Suzuki Swift has facilitated Pak Suzuki increase their market share in the 1,300 cc
segment. Companys future plan is to introduce Kizashi as a luxury car. Hopefully it will
compete rivalry existing in automobile industry.
Type

Public

Traded as

KSE: PSMC

Industry

Automotive

Founded

1983

Headquarters

Karachi, Pakistan

Products

Suzuki Automobiles

Parent

Suzuki Motors Corporation

Slogan

Way of Life

Website

www.paksuzuki.com.pk

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SS80 or Suzuki FX:


1982-1988 A modified version of the Suzuki Alto SS40 manufactured under the chassis code
SS80, with a 796 cc F8B engine. Comparatively Suzuki FX modification was based on
spacious appearance. Later models remained popular for this reason. Air Condition was
available as an option in some years. Production was discontinued and Suzuki Mehran was
launched as a replacement in 1989.

The first model assembled at Pak Suzuki

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COMPANY INFORMATION
Board of Directors
Chairman
Chief Executive
Dy. Managing Director
Director
Takashi Iwatsuki
Takanori Suzuki
Wazir Ali Khoja

Kinji Saito
Hirofumi Nagao
Tetsuya Fujioka
Toshihiro Suzuki
Director
Director
Director

Chief Financial Officer


Yosuke Yamada

Company Secretary
Abdul Nasir

Audit Committee
Wazir Ali Khoja
Kinji Saito
Takashi Iwatsuki

Member
Member
Chairman

Human Resource and Remuneration


(HR & R) Committee
Kinji Saito
Hirofumi Nagao
Takashi Iwatsuki

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Chairman
Member
Member

Slogan
Way of life
Vision
To be recognized as a leading organization that values Customers needs and
provides motoring solutions with strong customer care.

Mission

Strive to market value packed products that meet customers expectations.

Provide a platform where our stakeholders passionately contribute, invest and


excel.

Make valuable contribution to Social development of Pakistan.

CODE OF CONDUCT
Pak Suzuki Motor Company Limited conducts its business objectively, in an ethical and
proper manner, fully compliant with all applicable laws and regulations. The highest standards
of ethical business conduct and integrity are required of Pak Suzuki employees in the
performance of their official responsibilities. Employees will not engage in any conduct or
activity that may raise questions as to the Companys honesty, reputation or otherwise cause
embarrassment to the Company.
Pak Suzukis Code of Conduct outlines expected behaviors for all of its directors and
employees. Pak Suzuki requires its directors and employees to ensure that:

They will not engage in any activity that might create a conflict of interest between
them and/or the Company. In a situation where any such conflict of interest arises,
they will promptly disclose the same.

They will not take advantage of their position in Pak Suzuki to seek personal gains
through the inappropriate use of Pak Suzuki information or abuse their position.

They will not engage in insider trading.

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SWOT ANALYSIS
Strengths

Highest Market Share

Monopoly over market in small cars

Low Price Vehicles

Resale of Local Assembled Certified Used Cars

Auto Insurance and Auto Finance Program

Functioning operations and providing services under one roof

Large Distribution Channels

Deep and Vast product line

Highly maintained supply chain

Well Managed and highly competitive staff

Well defined and Bureaucratic organizational structure

Easy availability of spare parts and at cheaper rates

Built-in factory fitted small size CNG kits

Pak Suzuki motor has highest market shares due to low price vehicles as they are assembled
locally. The target segment of Pak Suzuki is middle class and growing middle class. The first
vehicle that most people buy in Pakistan is Suzuki. Advantages of buying Suzuki vehicle are
increase in demand, it is economical, it has good resale value, its spare parts are easily
available at cheaper rates and better fuel efficiency as compared to other vehicles.
Pak Suzuki motors has well defined and bureaucratic organizational structure with strong
management and skilled work force. Pak Suzuki motors also have well managed and highly
competitive staff.
Pak Suzuki motors have vast distribution channel with highly maintained supply chain and a
large market size to operate. Strong dealers network in all over Pakistan and reliable after
sales service are the strengths of Pak Suzuki.

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Pak Suzuki motors produces factory fitted CNG kits with space saving small size Italian CNG
cylinders along with efficient electronic fuel injection engines in their vehicles. It great
advantage for the customer to evade the hassle of custom fit local CNG cylinders. The built-in
CNG kit led to increase in demand for Suzuki vehicles in Pakistan. Pak Suzuki has produced
the highest number of company fitted CNG kit cars in Pakistan.
Pak Suzuki provides one window solution for all auto related problems under one roof. Pak
Suzuki along with selling vehicles also provides various other auto related services. These
services are Suzuki Finance, Suzuki Insurance, Suzuki Certified Used Cars and Suzuki
Extended Warranty.
Pak Suzuki gives loans on EMI (Easy Monthly Installments) as decided by the buyer for the
purchase of Suzuki vehicle. Suzuki Insurance service is an auto insurance arrangement for
Suzuki vehicles with unique features. Pak Suzuki also deals in sales of certified used cars and
also provides extended warranty on sold out vehicles. It is of great value for customers and of
great advantage to Pak Suzuki. Availability of all these services under authorized dealership
of Pak Suzuki all over Pakistan is strength and it resulted an increased in goodwill and brand
loyalty.

Weakness

Scarcity of raw material

Lack of coordination and linkage with Government/semi government supporting


bodies

Less distribution channels in sub urban areas

Adopting and shifting on latest technology long after the competitors

Less focus on Look and Design

Less local Technical Training Institutes

Producing less than the present available production capacity

Underestimating external factors

Less focus on safety of passengers due to cost cutting strategy

Conflict with Suzuki Japan

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Pak Suzuki locally assembles vehicles at assembly plant using imported and locally
manufactured parts. The scarcity of locally available raw material and less production of
most parts at local level result in increase of costs. Over the years, Pak Suzuki has failed to
assemble and manufacture a complete vehicle at local plant.
Pak Suzuki deals their clients on the basis of project to project contract rather forming a
long term partnership. It does not ensure Pak Suzuki to provide vehicles to the same client
in future. In simple word, a client once gained is not secured for future deals.
Though Pak Suzuki has one of the largest distribution networks in Pakistan still it is not
able to form dealership network in sub urban and rural areas.
The focus of Pak Suzuki on simple, economical and user friendly vehicles has made it less
adaptable to latest and advanced technology. It is less focused on exterior design and more
on keeping simple like user friendly vehicles with less advanced and less complicated
handling. It has also not manufactured many automatic vehicles as compared to its
competitors. Suzuki vehicles also have a negative image of investing less on safety and
security of passengers.
There is also no international standard training institute of technical educational available
for its employees and it sends most of employees abroad to undergo certain trainings.
Pak Suzuki Pakistan has also failed at some level to forecast the external factors and has
underestimated the market. Suzuki launched SWIFT to counter imported Toyota
VITZ as VITZ was capturing the market of 1300 CC small cars. The Government has
a tax policy for automobiles on the basis of Horse Power. Though SWIFT countered the
demand for VITZ to some extent but it lost market comparing to Honda city 1298 CC. As
the tax on HONDA CITY was lower than Suzuki SWIFT due to less horse power the
consumer turned to Sedan Car, HONDA CITY. SWIFT faced a decline of 1% in its
sales the following year. Now Pak Suzuki is reducing the horse power of SWIFT to
counter the tax policy effect. Recently, Pak Suzuki has launched a luxury car KIZASHI
at an overwhelming price of 5 million PKR. Now the consumers in Pakistan have other
better options of buying Audi or BMW at a cheaper price as compared to it. Pak Suzuki
dealers predict it as a disaster and are pessimist about this new product.
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As mentioned earlier, the introduction of KIZASHI in Pakistani market was followed by


conflict between SUZUKI JAPAN and PAK SUZUKI. Similarly, Suzuki Japan is hesitant
to launch SALERIO to replace and discontinue CULTUS in Pakistan whereas Pak
Suzuki is strongly optimistic about its growth potential in Pakistan.

Opportunities

Increasing Demand for Cars

Efficient EFI engines

Large Market size to operate

Global spare part market

Diversifying and expanding the product line

Exporting locally assembled vehicles

Liaison / Partnership with government departments to provide vehicles

Auto Security and Tracking Services

Deteriorated public transport system

Localization

Automobile market in Pakistan is full of opportunities and Pak Suzuki has grabbed this
opportunity rightly. Though Pak Suzuki holds maximum share in the market still it has vast
areas to penetrate and explore.
The growing middle class and increasing purchasing power has led to an increase in demand
for cars. Pak Suzuki has an opportunity to grab this growing demand by positioning its
products in context to consumer demand.
Introduction and innovation in product line is a vast area to explore for Pak Suzuki. Producing
Luxury Vehicles such as KIZASHI has made Pak Suzuki to penetrate into market of Luxury
cars. Pak Suzuki is already producing Eco-Friendly vehicles and it will turn its few products
into Hybrid Cars. The ongoing adverse security situation in Pakistan has led to increase in
demand for security vehicles mostly used by security agencies. Pak Suzuki has an opportunity
to produce security Vehicles such as bullet proof vehicles, pickup trucks and armored
vehicles. Light and Heavy Duty vehicles such as trucks and buses have huge growth potential
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in Pakistan and introduction of such vehicles by Pak Suzuki will de be appreciated by vendors
and buyers.
In the past, Pak Suzuki has exported spare parts and assembled vehicles to Bangladesh. It has
an opportunity to explore other international markets and increase its exports to other
countries as well. The Companys long term plans inter-alia includes tapping of export
markets.
Pak Suzuki can liaison and sign partnership with public and privates sector institutions for
supply of vehicles. In the past, Pak Suzuki sold Cultus, Bolan and Ravi to government
institutions on large scale. Similarly, Pak Suzuki has also signed a contract with government
to provide 50,000 units of Suzuki Mehran and Suzuki Bolan for Apna Rozgaar Yellow Cab
scheme.
Pak Suzuki provides various financial, insurance, repairing and customer care after sales
services for customers. As the security situation is worst in Pakistan, Pak Suzuki can also
provide tracking and security services for its customers. Providing security services will
increase trust of customers on Pak Suzuki.
The Company also contributes to auto parts industry for localization of imported parts as low
localization has made the industry vulnerable to adverse movements in the exchange rate,
which impacted production costs and retail prices. Pak Suzuki continues to pursue localization
in order to reduce the cost of product and keep the prices competitive besides saving of
foreign exchange.
Threats

High Import tariff & Heavy Taxes

Devaluation of Pakistani Rupee against Japanese Yen and US Dollar

Unstable economic and political Situation

Tough Competitors

Competition from used and cheap imported cars

Smuggling of Auto Parts

Inflation rate

Increase in Fuel Prices

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Government policies

Criticism on Yellow Cab & Apna Rozgar Scheme leading to loss of goodwill

Despite being the leader and largest shareholder of Pakistan automobile industry, Pak Suzuki
is also facing several threats from local and international competitors. Tough competitors like
Toyota and Honda as well as import of used Japanese cars are a serious challenge for Pak
Suzuki.
The changing government policies are also badly affecting Pak Suzuki. Imposition of heavy
taxes and high import tariff has caused increase in production cost and declined in demand.
Devaluation of Pak Rupee against US dollar and Japanese Yen as well as unstable economic
conditions are causing serious threats to Pak Suzuki. Inflation and smuggling of spare parts
are a result of bad governance and mismanagement of government which is a threat to auto
sector.
The overall security and political situation in Pakistan is also less favorable for automobile
companies such as Pak Suzuki.
Pak Suzuki provided the vehicles for Yellow Cab and Apna Rozgar Scheme to the
government but allegations and criticism on this project also led to loss of goodwill of Pak
Suzuki.

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MIX AND MATCH STRATEGY


STRENGHTS

SWOT Matrix

OPPORTUNITIES
1. Increasing Demand for cars
2. Diversifying and expanding the
product line
3. Exporting locally assembled vehicles

1. Highest Market Share

1.Scarcity of Raw Materials

2. Low Price Vehicles

2. Lack of coordination with Govt.


Bodies

3. Large Distribution Channel

3. Less focus on Looks and design

4. Functioning operations and


providing services under one roof

4. Less Technical Training Institutes

5. Easy availability of cheap spare


parts

5. Less distribution channels in suburban areas

S-O Strategies
1. Maximize market share by
producing more low price cars to
fulfill increased demand (S1,S2,O1)

4. Global spare part market

2. Expand large distribution channel


internationally to export vehicles and
spare parts (S3,O3)

5. Partnership with government


departments to provide vehicles

3. Exporting of cheap spare parts to


global market (S5,O4)

THREATS
1. Tough Competitors
2. Inflation , unstable economic and
political situation
3. High Import tariff & Heavy Taxes
4. Cheaper and Used Imported Cars

5. Smuggling of auto parts

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WEAKNESSES

S-T Strategies
1. Low price vehicles to overcome
threat of tough competitors
(S2,S5,T1)
2. Maintain market share by
producing low price vehicle to
compete imported cars (S1,S2,T2)
3. Reduce impact of smuggled
imported parts by producing cheap
spare parts (S5,T5,)

W-O Strategies
1. Focus on Looks and Design to
compete with Honda and Toyota
(W3,O1)
2. Increase distribution channels in
sub-urban areas to fulfill increasing
demand of cars (W5,O1)
3. Increase coordination with
government departments and form
partnership to provide vehicles
(W2,O5)
W-T Strategies
1. Enhance distribution to avoid
threat from second hand imported
cars (W5,T4)
2.Increase coordination with
government bodies for relaxed
policy over economic reforms and
taxes (W2,T3)
3. Increase distribution channels in
sub-urban areas to compete
competitors (W5,T1)

COMPANY MILESTONES
1975 Suzuki Motor Corporation Japan started assembly of 4x4 vehicles at Naya Daur
Motors.
1978 Assembly of Pickup started at Awami Autos Ltd.
1982 Joint Venture Agreement was signed between SMC and Pakistan Automobile
Corporation (PACO).
Production of Suzuki FX started.
1983 Pak Suzuki as a public limited company incorporated.
Industrial collaboration agreement executed with SMC.
1984 The company starts commercial operations

1988 Introduced 1000cc SWIFT later on called KHYBER.


800cc MEHRAN replaced Suzuki FX.
1989 Foundation stone of Pak Suzuki Bin Qasim Plant was laid by the Prime Minister of
Pakistan.
1990 Start of operations of new plant at Bin Qasim with engine and transmission assembly.
1992 MARGALLA production started at new Plant.
SMC acquired additional 15% shares from PACO enhancing its shareholding to 40%
and taking over the management.
1996 Waste water treatment plant Installed to control environmental pollution. The joint
venture agreement ended, PACO divested its entire shareholding to SMC, raising
SMC`s equity to 72.8%.
1997 Exports of Ravi Pickups to Nepal / Bangladesh commenced.
1998 1300cc BALENO replaced MARGALLA.
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2000 1000cc CULTUS replaced KHYBER.


1000cc ALTO Introduced.
2001 Production of factory fitted CNG vehicles started.
SMC further increased its equity to 73.09%.
2004 Plastic injection molding shop commenced operation.
2005 Capacity expansion up to 80,000 vehicles per year.
2006 Capacity enhanced to 120,000 vehicles per year.
1300cc LIANA replaced BALENO.
2007 Plant capacity expanded upto 150,000 vehicles per year. Amalgamation of Suzuki
Motorcycle Pakistan Limited into Pak Suzuki Motor Company Limited.
2nd Waste Water Treatment Plant installed.
2009 1 million Suzuki Vehicle produced. The Prime Minister of Pakistan graced the
occasion.
2010 1300cc Suzuki SWIFT car introduced.
800cc Suzuki CARGO VAN launched.
Roll-off of the 750,000th 800cc Suzuki vehicle.
500,000th CNG Vehicle produced.
2011 Inauguration of motorcycle plant at Bin Qasim.
2012 Complete range of Suzuki products was upgraded to Euro II technology.
Suzuki Genuine Oil (SGO) launched.
Suzuki Motorcycle RAIDER 110cc was launched replacing SPRINTER.
2013 Suzuki motorcycle, GD 110 launched.
Suzuki heavy bikes introduced.

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2014 Suzuki outboard motor launched.


1000cc Suzuki WagonR car introduced.
Suzuki motorcycle, GD 110S launched.
2015 2400cc Suzuki KIZASHI car introduced.

PRODUCT LINE
SWIFT (1300cc)
The European inspired exterior provides Swift a
distinctive look. A distinctive stylish design that
give you comfort and luxury.
Colors: Pearl Red, Graphite Grey, Solid white,
Indigo, Silky Silver, Aqua Blue, Eminent Blue

ALTO
Alto has a bright, roomy and comfortable cabin which
keeps body relax and strong and lighter body shell
resulting in smooth drive due to reduction of unpleasant
noise harshness and vibration.
Colors: Olive Green, Pearl Red, Graphite Grey, Solid
white, Indigo, Silky Silver, Aqua Blue, Eminent Blue

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MEHRAN 800cc)
Unrivalled in its class, MEHRAN is Pakistans largest
selling car as well as cash cow of company. Peak
performance and unmatched fuel efficiency make this
car prominent in market competition
MEHRAN VXR is the frontrunner.
Colors: Pearl Red, Graphite Grey, Solid white, Silky
Silver and Eminent Blue.

CULTUS (1000cc)
CULTUS is the blend of space and craft.
It has trim body Conceals sufficient space & flexibility for
both passenger and storage. CULTUS ensures everyone,
exceptional Value and quality.

Colors: Pearl Red, Graphite Grey, Solid white,


Indigo, Silky Silver, Aqua Blue and Eminent Blue.

LIANA
The Suzuki Liana available in 1300 cc manual transmission
and 1600cc automatic transmission takes you out of
ordinary and into the realm. Liana is entirely different car,
its style, dimension and comfort will inspire you.
Colors: Pearl Red, Graphite Grey, Solid white,
Indigo, Silky Silver, Aqua Blue, Eminent Blue

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JIMNY (1300cc)
JIMNY 4X4 JEEP 1300cc (Imported) Balanced, well-made
and off road properties bring you the ultimate pleasure of a real
4-wheel drive. It has got all the sporting spirit to go along for
adventurous safari.
Colors: Solid white, Silky Silver

APV (1500cc)
APV 1500 cc (Imported) The New APV gives you
everything you ever wanted in your vehicle. Lavish interior
for comfort, strong engine to carry loads and plenty of room
for passengers to enjoy a comfortable drive.
Colors: Pearl Red, Graphite Grey, Solid white, Indigo, Silky
Silver, Aqua Blue, Eminent Blue

WAGONR (1000cc)
WAGNOR is luxurious, spacious and attractive car.
Pak Suzuki launched new Wagon R on 18 April 2014
using the chassis code A1J310. It comes with three
variants of Wagon R VX, VXR and VXL in 9 body
colors.

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BOLAN (800cc)
It is old version of family car. Basically, Bolan vehicle
was manufactured for passenger purposes and it was
widely sold around the country.

Colors: White, Olive green, Grey and Red

RAVI (800cc)
It is multiple purpose vehicle. Widely sold across the
country. Purpose behind manufacturing Ravi is to
capture market which is related to low weight logistics
and carriage purposes.

Colors: White, Red, and Grey

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NET SALES AND PROFIT (PKR IN MILLIONS)


Description

2012

2013

2014

Sales Revenue

58531

51061

53664

Growth %

11%

(13%)

5.1%

Profit Before Tax

1499

2353

2623

Growth %

10%

57%

11.5%

Profit after Tax

977

1849

1921

Growth %

23%

89%

3.9%

PAK SUZUKI SALES RESULT


Model

2011

2012

2013

Mehran
Cultus
Alto
Liana
Swift
Ravi
Bolan
APV CBU (Imported)
Total
Market share (Car & LCV)
Market share (Car only)

29542
12863
12949
481
5855
14973
15676
366
92705
57.6%
49.6%

32920
12852
9509
361
6916
13948
19257
337
96100
61.9%
53.6%

31305
14370
141
5387
11681
13934
232
77050
55.3%
47.8%

ECONOMIC CONTRIBUTION (PKR IN MILLION)


Year

Duties and Taxes

Forex saving

2007
2008
2009
2010
2011
2012
2013

16838
13286
8461
14006
17012
17302
15380

23770
23537
14503
29960
39390
31054
27275

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BCG MATRIX

Star
From BCG matrix we can analyze that PSMC has covered high market shares. Market growth
is high in terms of JIMNY and BOLAN.
Question Mark
PSMC has introduced SWIFT to counter VITZ (TOYOTA). After introduction, it gained high
market shares but remained unsuccessful to grow in terms of market share.
Cash Cow
MEHRAN, CULTUS, RAVI and ALTO have generated high income to the company.
Although they have low market growth but share in market is very high.

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Dog
LIANA and APV scored Dog position in BCG matrix because of low market demand, high
competition and high prices of Units.

COOPERATE SOCIAL RESPONSIBILITY


Pak Suzuki, acting as a responsible corporate citizen is committed to well-being of the society
through its contribution in the field of education, health, promoting environmental care in
particular and to improve quality of life of underprivileged people as a whole.
Pak Suzuki is committed to create value for its Stakeholders and to contribute to economic
development of Pakistan. Whilst enhancing the quality of life of its employees, it also believes
in positively contributing to local communities and society at large.
Pak Suzuki has contributed huge sums of money for social welfare and development in the
field of Education, Environment, Community Health and Infrastructure Development. Pak
Suzuki has also donated a reasonable number of Suzuki Bolan to different health institutes
and trusts throughout the year. Pak Suzuki holds regular blood donation campaigns and
always plays its role during natural calamities.
Pak Suzuki holds different educational training sessions for its employees, their families and
for local communities. Pak Suzuki has successfully improved and rehabilitated different
schools in the rural areas of Sindh. Pak Suzuki also provides educational scholarships to
deserving students of NED Karachi annually.
Pak Suzuki believes that environment has a major impact on quality of life of people and
improving environment means improving lifestyle. Pak Suzuki is continuously making efforts
for the betterment of environment by organizing different environment drives across the
country throughout the year. Tree plantation campaigns and beach cleaning activities are
regularly held by the employees.

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CONCLUSION
Pak Suzuki has developed and placed itself in a very competitive position ever since the
beginning of its operations in Pakistan. Passionate study of Pak Suzuki Motor Company
Limited made us analyze that Pak Suzuki is fighting fit in the Pakistani automobile market
and is leading market shareholder. Pak Suzuki is producing cars at affordable prices for
middle class and low income people. It has positioned itself as an affordable and economical
product selling company. Although Pak Suzuki holds the maximum market share of Pakistani
automobile market still it is unable to compete with its rivals in Sedan and luxury cars. Pak
Suzuki has tried but failed to penetrate into luxury car market to counter its rivals like Honda.
Pak Suzuki is still determined to succeed in luxury car line and has launched Kizashi in
Pakistans automobile market hoping that it will help them to boom in sector of luxury cars.
Innovation can make them compete with luxury cars manufacturers. We recommend Product
Development strategy for PSMC to pursue in order to compete with HONDA and TOYOTA.
This strategy will help PSMC to grow its market share in terms of luxury cars. The market
strategy of Pak Suzuki needs to be enhanced in order to gain maximum market share and
increase its sales to place itself ahead of its competitors in the market. It also needs to focus on
price cutting methods to gain maximum sales in the present weak economic conditions. Pak
Suzuki needs to adopt latest technologies and enhance its vehicles with latest technology to
meet

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the

need

of

market.

REFERENCES:

Umer Javed Durrani


Assistant Manager Marketing
PMSC, Regional Branch Lahore
+92-42-35026771

www.paksuzuki.com.pk

www.pama.com.pk

www.globalsuzuki.com

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