The document discusses Atlas Honda launching a new scooter targeted at the female market in Pakistan. It begins with an analysis of the market environment and competitors. It then discusses conducting research focused on women's needs and a TOWS analysis. The marketing strategy involves launching an affordable electric scooter to provide transportation independence for women while addressing threats like fuel prices and cultural norms. The conclusion is that targeting the female market represents a major opportunity for Atlas Honda.

1. 1Strategic Marketing Management
Strategic Marketing Management Report
For
ATLAS HONDA (PVT) LIMITED
(Female Segment)
GROUP MEMBERS:
Bushra ozair (8793)
Nabiha ali (8800)
Mudassir Iqbal (5801)
Moiz uddin (7230)
ACADEMIC PROJECT REPORT
SUBMITTED TO:
“Miss. Nadia”
January, 2015

2. 2Strategic Marketing Management
Table of Contents
1. Summary of case...................................................................................................................................3
Opportunities where women lie...............................................................................................................3
A future of parity, power and influence.. .................................................................................................4
Conclude….................................................................................................................................................4
2. Selection of an industry or product: .....................................................................................................4
Automobile atlas Honda targeted to Female Economy:...........................................................................5
3. Market audit/ competitor analysis ...........................................................................................................6
3.1 Market Environment...........................................................................................................................6
Controllable Factor ...............................................................................................................................6
Uncontrollable Factors:.........................................................................................................................6
3.2 Internal Analysis..................................................................................................................................7
SWOT Analysis.......................................................................................................................................7
3.3 Competitor analysis: ...........................................................................................................................8
SEGMENT: .............................................................................................................................................8
TARGET:.................................................................................................................................................8
POSITIONING:........................................................................................................................................8
ADVERTISING: .......................................................................................................................................8
4. Consumer analysis: ...............................................................................................................................9
Focus On Females Needs : ........................................................................................................................9
5. TOWS MATRIX.....................................................................................................................................10
5.1 Matching Exercise.............................................................................................................................11
Opportunities VS Strengths.................................................................................................................11
(Opportunities Vs Weaknesses)..........................................................................................................11
(Strengths Vs Threats).........................................................................................................................11
(Threats Vs Weaknesses) ....................................................................................................................11
5.2 MARKETING STRETEGY .....................................................................................................................11
Product Diversification:.......................................................................................................................12
IMPLEMENTATION..............................................................................................................................12
Some implementations for our product:............................................................................................12
Conclusion...................................................................................................................................................13

3. 3Strategic Marketing Management
1. Summary of case
The article begins by stating that “women now drive the world economy.” we know that in this
world as a market women represent a bigger opportunity than China and India combined. It goes
on to discuss how women now represent a large portion of consumer spending, and that portion
is expected to grow. Silverstein and Sayre discuss how companies are not taking seriously the
fact that they may not have the best strategy when it comes to marketing towards the female
market. They underestimate or flat out ignore the female consumer. The authors then discuss a
2008 study conducted by the Boston Consulting Group. More than 12,000 different women in all
areas of life were asked 120 questions about their finances, education, careers, relationships,
activities and hobbies, fears, and also their spending patterns and shopping behavior.
Opportunities where women lie.
The key segments were well presented in a chart describing their income levels, age and stages
of life. The article also extensively presents the portion of the population each type of women
occupied and the percentage of overall income possessed. The article further indicated the
priorities and needs of the women in each segment which gives marketers an idea of the most
appropriate consumer goods for them. In the industries which presented the largest opportunities
like food, fitness, beauty and apparel, women voiced their views on their experiences with these
industries.
Some companies that do cater to women are enormous. Johnson & Johnson, though not a health
care services provider, was almost invariably represented (in the form of oral contraception, baby
care, bandages, and other products) when we peeked into our respondents’ medicine cabinets.
Fitness is also a big business. In the United States alone the market for diet food has been
growing 6% to 9% a year and is worth approximately $10 billion, while the worldwide market is
worth about $20 billion. The U.S. Health club industry generates revenues of about $14 billion
annually.

4. 4Strategic Marketing Management
A future of parity, power and influence..
We predict, women will occupy an even more important position in the economy and the world
order than they now do. The number of working women has been increasing by about 2.2% a
year. We expect an additional 90 million or so woman to enter the workforce by 2013. Already,
women own 40% of the businesses in the United States, and their businesses are growing at
twice the rate of U.S. firms as a whole.
Conclude…
As the article concludes that women will continue to experience challenges in such areas,
companies must target the specific needs of women. Women are seen to respond to services
which encourage love, care and respect which provide a clear picture of what companies should
do in order to accrue more sales.
Furthermore, as the research sought to answer the research questions it studies various segments
which define women to meet their consumer needs.
2. Selection of an industry or product:
ATLAS HONDA (PVT) LIMITED is leading motorcycle assembler in Pakistan.. Its annual
production capacity more than 0.8milloion. Hence there is a need for exploring the industrial
complementarities in the region for better quality, favorable costs, fuel efficiency and attractive
designs.
The existing population of automotive vehicles in Pakistan is 3.9 million. The annual demand is
estimated at 300,000, two thirds of which is being met from local sources and imports and the
remaining one third is left unmet. The market value of automotive vehicles in dollar terms is
estimated at more than 1 billion, out of which import constitutes around US$ 200 million. The
aftermarket of auto parts is estimated at US$ 500 million, imports and local production taken

5. 5Strategic Marketing Management
together. But Automobile industry target only male economy even a huge potential available in
female economy
Automobile atlas Honda targeted to Female Economy:
There are many countries in the world target female segment in automobile sector. By
introducing “ Scooty” for women, for example various nearby countries like India, Bangladesh,
Sri Lanka, Malaysia, Indonesia and Korea. I wonder why Pakistan automobile sector not target
female segment due to this women faces many problems.
The benefits are huge, college going teenagers can use these instead of getting abused in public
transport or being dropped and picked up by their fathers and brothers. Office going women can
benefit from the same facility instead of getting molested on Bus Stands and in public transport.
I believe if we promote the idea of Scooty, we can encourage a huge number of women to come
out and participate in the economic growth of Pakistan. It will not only support women to reach
their offices and colleges in less time (compared to public transport), it will provide them
independence, more confident and their own identity. It will take the women ONE STEP ahead
from where they stand today. It will help and assist women entrepreneurs to do better in their
business affairs. They will not only be mobile but will also be in a position to seek business
opportunities outside their residential areas.
A simple and might be a crude example could be of mobile phones. Their advertisements where
they promote SMS, MMS, late night free calls etc has become acceptable and now we see almost
everyone carrying a mobile. Isn’t mobile phone acceptable in our society today? Which was
labeled initially as a reason of bad influence? There are 1000’s of examples that can prove
societies, traditions and norms change with time and need. Scooty is the NEED of our society
and one big source to bring change. The same mobile companies can assist in the campaign for
the promotion of the Scooty. They show boys and girls laughing, smiling and enjoying college
life and using their brands. In the same adds it could be promoted by showing a couple of girls
reaching college on Scooty, working women on roads

6. 6Strategic Marketing Management
3. Market audit/ competitor analysis
3.1 Market Environment
Controllable Factor
Our management that will focus highly on the quality of the first girl’s scooty in Pakistan. And
we are having many ideas to implement on it as we are the pioneer.
We will be targeting all the potential markets, we do not believe in boundaries regarding the
marketing aspect.
Uncontrollable Factors:
 Petrol prices -
 High Imposition of tax on household income
 Consumers
 Economical Condition

7. 7Strategic Marketing Management
3.2 Internal Analysis
SWOT Analysis
Strengths Weaknesses
1. Market Leader in brand, quality and
technology based
2. First mover in the market
3. Well establish Dealership network
4. State of the art technology
5. Company Debt free. All projects
are being financed through profits
1. Volatile export market
2. A weak cost structure
3. Limited availability of credit to
final customer
Opportunities Threats
1. Weak transportation network for
women
2. To Enter new market
3. To enhance product image
4. To establish a product as a market
leader
5. Competitive Advantage
6. To increase a sales
7. To increase brand loyalty
1. Continues high Inflation effecting
customer purchasing power
2. High Imposition of tax on
household income
3. Fatwa, against culture and tradition

8. 8Strategic Marketing Management
3.3 Competitor analysis:
Atlas Honda has brand competition with Suzuki, Yamaha and other Chinese Assembler.
Major competitors of Atlas Honda are.
 Dawood Yamaha Motor Company
 Pak Suzuki Motorcycle
 Sohrab Motorcycle
 Habib Motor
Chinese Brands
Unique, Super Power, Super Star, Ravi, Metro, Pak Hero, Super Asia etc
SEGMENT:
It has divided its audience on the basis of demography its main aim is to target the females.
TARGET:
It targets the teenage female consumers, working ladies who cannot have a four wheel due to low
income.
POSITIONING:
It is now positioned as a trendy vehicle for the new modern girl. It signifies the whole new surge
of women who want to liberalize and express their freedom.
ADVERTISING:
Advertising is any paid form of media communication. This includes print ads, electronic ads,
newspapers, magazines, billboards etc. It is used to introduce a new product in the market. It
helps to compete with establish brands and, thereby, ensures the survival and success of new
products. It creates demand for the product. We advertised our product through print media as
well as electronic media; it spread information about the product and makes consumers aware

9. 9Strategic Marketing Management
about it, which makes positive effect on the mind of the people and creates demand for our
product.
4. Consumer analysis:
We are launching "a new female’s scooty bike “today rolled out its latest offering at
strengthening its presence in scooty segment. Now, you can expect there will be a new female
scooty bike, also plans to launch an upgraded version of its highly female Scooty bike.
"I think we are very confident that this will be the best-in-class scooter. It follows the launch of
one of the best motorcycles in the country .Scooty bikes would come in four colures and would
be available in KARACHI, LAHORE, and ISLAMABAD immediately.
The strong economic crisis that Pakistan is facing at the moment but specially females, we are
positioned as a middle-high class manufactured. However, even if the prices are set above the
average, due to good marketing plan consumers still prefer it, considering a high quality
manufactured. Despite of the country’s economic situation that forces scooty to innovate and be
more aggressive in pricing and promotion strategy they cannot dump their prices
Focus On Females Needs:
Scooty bike for females continuously researches its market because this is exactly what got them
into the business in the first place. Scooty bike has been noted to practice the consumer-driven
philosophy whereby they rely on research to discover consumer preferences, desires and needs
before manufacture actually begins. This philosophy stresses the need for marketing research to
be conducted in order to better understand where or who a market is and to develop a strategy
targeted toward that group. The core business they are in is manufacture females scooty bike.
This industry primarily focuses on females and preferences and only research can help identify
these.

10. 10Strategic Marketing Management
5. TOWS MATRIX
STRENGTHS
1: Market Leader in brand, quality
and technology based
2: First mover in the market
3: Well establish Dealership network
4: State of the art technology
5: Company Debt free. All projects
are being financed through profits
WEAKNESS
1: Volatile export market
2: A weak cost structure
3: Limited availability of credit to
final customer
OPPORTUNITY
1: Weak transportation network for
women
2: To Enter new market
3:To enhance brand image
4: To establish a product as a market
leader
5: Competitive Advantage
6: To increase a sales
To increase brand loyalty
S/O STRATEGIES
 Target female segment in
transportation and provide
scooty to female economy
 First Mover in the market
to provide competitive
advantage as well as
increase market share
W /O STRATEGIES
 Target Bangladesh,
Indonesia &African market
where female already use
scooty
 Provide 49cc low price
scooty for female
 Provide Scooty on
affordable Installment
Basis.
THREATS
1: Continues high Inflation effecting
customer purchasing power
2: High Imposition of tax on
household income
3: Fatwa, against culture and
tradition
4: Fuel Prices
5: Chances of Accident
S/T STRATEGIES
 Conduct a seminar for
awareness of women
empowerment
 Launch 49cc Electric
Scooty is slow speed &
easily handle.
 Provide Training and
awareness about road safety
W/T STRATEGIES
 Target Export Market
Where already Female Use
Scooty

11. 11Strategic Marketing Management
5.1 Matching Exercise
Opportunities VS Strengths
 With Market Leader in brand, quality and technology to enter new market or segments.
 Weak transportation network for women provides opportunities to launch a product for
women.
 Well establish Dealership network helpful to easy access of new product.
 To launch a new product is easily grip a big market share as well increase sale and
revenue.
(Opportunities Vs Weaknesses)
 After improvement in weak cost structure company
 Provides credit facility to customer is helpful to build strong relationship with customer.
And opportunity to increase sale.
(Strengths Vs Threats)
 With promotion of empowerment of women to target female segment
 Launch 49cc Electric Scooty slow speed and easily handle.
 Provide Training and awareness about road safety
(Threats Vs Weaknesses)
 Target Export Market Where already Female Use Scooty like Taiwan, Bangladesh, India & Malyais etc.
5.2 MARKETING STRETEGY
A marketing strategy outlines the way in which the marketing mix is used to attract and satisfy
the target market. A separate strategy is necessary for each SBU.

12. 12Strategic Marketing Management
Product Diversification:
Our scooty comes under the head of product diversification as it is an entirely new product in a
whole new market. Our Company is trying to penetrate into the market through new product with
its best features
IMPLEMENTATION
Scooty top management’s leadership style can be characterized by the team management
Approach. Top management consists of a committed group of executives all bringing together
vast experience and knowledge. This style of leadership leads to relationships of trust and
respect. While our company employees have been loyal and committed workers, we have had to
place greater emphasis on motivation among the retained employees. Morale also fell as a result
of bad media coverage over reports of substandard working conditions for our Asian company
workers. A tactical plan specifies the short-run actions (tactics) that a firm undertakes in
implementing a given marketing strategy. It has three basic elements:
1. Specific Tasks
2. Time Frame
3. Resource Allocation
Some implementations for our product:
These are some of the plans that we have, to increase the demand of our product and to build an
image.
 Scooty is expecting to get profit more and more but if this goal is not reached Scooty will
invite foreign investors to achieve these goals.
 For price control Scooty is providing many financial and loans against security scheme
 To control price rise we are working on its body & graphics to reduce their production
cost
 After completion 1 year we will launch 1000 limited edition scooty with new graphics
sold on basis of lucky draw of applicants
 The major strength of Scooty are our technology, low price n lesser maintenance.

13. 13Strategic Marketing Management
Conclusion
 Atlas Honda is one of the largest industry who provides a great facility to ladies by
launching a new product scooty.
 There are many countries in the world target female segment in automobile sector. By
introducing “ Scooty” for women.
 This is new product to enter in a new market.
 The benefits are huge, college going teenagers can use these instead of getting abused in
public transport or being dropped and picked up by their fathers and brothers. Office
going women can benefit from the same facility.
 Women seek to buy products and services from companies that do good for the world,
especially for other women.
 Once companies wake up to the potential of the female economy, they will find a whole
new range of commercial opportunities in women’s social concerns.
 Company maintains a good relationship with customers by providing facilities and
targeted to women.

14. 14Strategic Marketing Management