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25th February, 2011

AIR UNIVERSITYMBA 2

TERM PROJECT

MARKETINGPLAN FORHONDAS

CAR

PROTECTION FACILITYProposalReport

Zainab AliSyed Zeeshan Hassan

Samia Khalid

Sabeen Fatima

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Table of ContentsAnalysis Objectives.....................................................................................................4

Resear...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

...................................................................................................................................5

Project Timeline........................................................................................5

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MARKETING PLAN OBJECTIVES

The group has decided to make a marketing plan for Hondas car protection facility to be

established in Pakistan. Honda in Pakistan operates with the name of Atlas Honda Limited and

is a joint venture between Atlas Group and Honda Motor Company, Japan. Their current

manufacturing plant produces two cars Honda Civic and Honda City. Honda Accord is imported

from Japan. Honda was given preference over Toyota because Toyota is already customizing its

cars such as: Lexus LX 570, Land Cruiser and Prado, especially for defense use. As these

facilities are not easily available and comes with a hefty price tag too, making it available to

masses is going to be a challenge. The plant for car protection facilities should be established

close to their car manufacturing plant in Karachi. Therefore the company initially should only

offer car protection facility with two of their cars including: Honda Civic and Accord. These two

sedans should be customized for both official and commercial use on demand.

The concept of car protection or armored cars is not new to the world. As companies like Hyudai

(Equus), Audi (A2 and A8) and even VW Golf come with protection facilities. Market for suchcustomized cars is going to be limited but highly potential amidst the current unrest all across

South Asia, South East Asia and the Middle East. For use on government level the cars should be

customized into armored cars. Such cars can be provided to officials facing high security risk or

residing in high risk territories. These cars could also be provided to professionals working for

Diplomatic Missions or NGOs etc. As a side benefit, armored cars also provide extra protection

during road accidents.

Prices should be decided on the number of facilities installed in customized cars. This could helpin minimizing price concerns of people who opt for simple car protection facilities such as:

installing bullet proof windows only or automatic fire extinguishers etc.

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RESEARCH METHODOLOGY

The analysis would be done using first hand information from the internet and research articles

from research portals. Other sources of the data collection would be car customization

magazines.

PROJECT TIMELINE

Week 2: Formation of groups. 4 members.

Week 5: Submission of proposal report.

Week 5 and onwards: Data collection

Week 6: Drafting of report. Discussion amongst group members.

Week 15: Submission of reports.

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