Pak Suzuki Motors uses segmentation strategies to target different customer groups. It segments customers based on geography, demographics like income and family size, and psychographics. It uses a value chain to source materials and distribute assembled cars through authorized dealers. Pak Suzuki has a diverse product portfolio including automobiles, motorcycles, and outboard engines. It pursues various market expansion strategies and uses an integrated promotional mix including advertising, sales promotions, and public relations.

1. FACILITATOR:
SHAHPER AHSAN
PREPARED BY:
SYED NABEER BIN SHAHID
YASIR MUNIR

2. Introduction

3. Vision:
• To be recognized as a leading organization that values customers’ needs
and provides motoring solutions with strong customer care.

4. Mission:
• Develop products of superior value by focusing on the customer.
• Establish a refreshing and innovative company through teamwork.
• Strive for individual Excellence through continuous improvement.

5. Segmentation Strategy Used By Pak Suzuki
 Geographical Segmentation:
CountryWise Reach.
For Urban & Semi urban areas, also used in some rural areas as well.

6. Demographic Segmentation
Income Based Segmentation:
IncomeBasedSegmentation
Low Income:
Mehran, Bolan, Ravi
Sprinter
Medium Income:
Cultus, Swift, Wagon R
GS 150, GR 150,GD110
High Income:
Vitara, Jimny, Ciaz
Inazuma, GSX-R 600.

7. Family Size
• Vitara
• APV
• Bolan
Large:
• Ciaz
• Swift
• Cultus
Medium:
• Bikes ( GS 150 & GD 110 )
Small:

8. Psychographic Segmentation:
• Maintenance expense of their cars is low.That’s why they can easily
afforded by lower class and middle class.
• Company also offers Heavy Bikes for sports enthusiastic

9. Behavioral Segmentation:
Benefit Sought
Road Warrior Commercial Use Price Shopper
Vitara, Ciaz Bolan, Ravi & Mega Carry Mehran, Cultus

10. Value Chain:
Inbound Logitics: Sourcing of
Raw Material from Suzuki
Motors Company (Japan) and
some of them procured from
Korea &Thailand.
Operations: Press Shop,
Welding Shop, Plastic Shop,
Engine &Transmission Shop
and Final Assembly.
Outbound Logistics:
Assembled cars are distributed
to around 74 dealers whcih are
located all over Pakistan.
Sales & Marketing: Suzuki
authorize their dealers to sale
their products directly to
consumers.
Services:
First free service by Suzuki is
due at 1000 Km or 1.5 months.
It offers Minimum warranty of
40,000 km or 2 years.

11. Support Activities
• General Administration:
• Product Research & Development,Technology & System Development:
• Human Resource & Remuneration:
• Corporate Social Responsibility:

12. Product Portfolio:
• AUTOMOBILES HEAVY BIKES MOTORCYCLES OUTBOARDS

13. Product Line Of Automobiles

14. Pricing Strategy of Suzuki Swift
• Product Line Pricing:
Pak Suzuki sets the price of different products with in the same product range
at different price points.
• Optional Product Pricing:
Spec & Features DX DLX Automatic
Anti-Lock Braking System x  
Keyless Entry x  
Alloy Wheels x  Optional
Front Fog Lights x  
Power Mirrors x  
Optional Navigation x  
Auto Gear Transmission x x 

15. Distribution Mix
Manufacturer:
Pak Suzuki
Motors.
Dealers: Suzuki
IG Motors
Customers:
General Public &
Corporate Clients

16. Promotional Mix Of Suzuki Swift
• Advertising
TVC’s, billboards etc
• Direct & Digital Marketing:
Online Promotion, Social Media Markrting, newspaper etc.
• Sales Promotion:
Used Car Gala
• Personal Selling:
Showrooms
• Public Relations:
Event SponsorShips

17. Market Expansion Strategies Used ByThe Suzuki
Existing Product New Product
Existing
Market
MARKET PENETRATION
Mehran
PRODUCT DEVELOPMENT
Cultus
New
Market
MARKET DEVELOPMENT DIVERSIFICATION

18. Conclusion
• Pak Suzuki’s products are renowned for their fuel economy, durability,
resaleValue and economical maintenance. Market Share of Pak Suzuki is
continuously increasing time by time because Low Price, Low maintenance
cost and availability of spare parts In market.