MARKETING PLANMETALHEADSHONDA’S CAR PROTECTION FACILITY Pres By: Sadiq 110034
PROCEEDINGS• Company Summary• Services• Objectives• Mission• Keys to Success• Market Analysis• SWOT/PEST• Market Segmentation• Sales Forecast• Budgeting• Conclusion
COMPANY SUMMARY• Subsidiary of Honda.• Providing car protection services.• Growth in the market.• No other private company providing such facilities.• MetalHeads has a future vision of making these services affordable.
SERVICES• MetalHeads would provide armoring vehicle service according to the international protection criteria. – Use materials that have been properly certified by such recognized agencies as Underwriter’s Laboratories, National Institute of Justice.• MetalHeads workshop facility would be established near Tarnol on Fateh Jang road.
SERVICES• The complete armoring services include the following tasks: – Engine bay protection including battery, radiator and reengineered air scoop. – Interior floor bomb blast protection and ballistic armored walls. – Bullet proof and ballistic windows. – Reinforced door hinges and alignment supports.
SERVICES – Run-flat wheel inserts to keep vehicle moving under attack. – Complete ballistic armored firewall which provides maximum protection for vehicle occupants. – Large ballistic armored firewall which provide maximum protection during assault. Overlaps upholstered to match vehicle interior. – Suspension system reinforcement necessary to compensate for the additional weight.
OBJECTIVES – MetalHeads aims to provide high quality armoring services to its customers and to maintain long term profitable relationship. – MetalHeads looks forward to constantly grow the sales with time and maintain direct and indirect costs. – After three years MetalHeads would offer armored service which would be applicable to many vehicles.
MISSION – Always striving to fulfill our clients and employees needs through clear communication, teamwork and integrity, with the desire to provide superior quality, technologically advanced protection and safety services.
KEYS TO SUCCESS• Maintaining a reputable and untarnished reputation in the community.• Quality care.• Competitive pricing.• After sales services.• Technologically advanced methods.• Skilled workforce.
SWOT• Strengths – Honda is a reliable and well established brand name in Pakistan. – First company in Pakistan to offer armoring services. – Offered services are highly cost effective for customers. – Low bargaining power of customers.
SWOT• Weaknesses – Lack of trust due to no previous experience. – No brand loyalty. – High dependency on suppliers.
SWOT• Opportunities – High demand rate. – Cheap skilled labor availability. – High growth in terrorism rate.
SWOT• Threats – Government regulation. – High bargaining power of suppliers. – HIT may start civil vehicle armoring.
PEST• Political Situation – Political situation in Pakistan currently is uncertain. Such projects might face retaliation from government institutions e.g. Heavy Industries Taxila.
PEST• Economic Situation – Economic condition of Pakistan faces many difficulties. High dependency on foreign aid and weak industrial output has brought the Pakistan’s rupee worth down drastically.
PEST• Social Situation – Investment in car armoring services should not be facing any hurdles from the country’s social classes.
PEST• Technological Situation – Pakistan lacks proper infrastructure for such services to be fully operational. A lot of training for the professionals would be necessary to work on such a project.
MARKETING STRATEGY• In order to market our services we will send brochures to the government offices, armed forces and other political figures.• Advertise in “Pakistan and gulf Economist” and other business magazines.• We will also use direct marketing through our contacts and word-of- mouth marketing.
SALES STRATEGY• MetalHeads would sell their services by using the direct sale approach.• The owners of the company would personally contact all the customers in the target market to achieve the forecasted sales.