MARKETING PLAN

METALHEADSHONDA’S CAR PROTECTION FACILITY

Pres By: Sadiq110034

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 ANALYSIS

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 ANALYSIS

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.

SALES FORCAST

HONDA ACCORD (UNIT PRICE)

Sr. No Part description Unit Price Quantity Total Price

1 Armox 500 B6 Armored steel

plates ( size 5x2 meter )

Rs. 350,100 4 Rs. 1,400,400  

2 Armass B6 bullet proof glass for

Honda Accord

- Complete set Rs. 1,100,000  

3 Bilstein heavy duty Shocks Rs. 17,500 4 Rs. 70,000  

4 Firestone Run flat tires Rs. 15,000 4 Rs. 60,000  

5 Firestone Run flat inserts Rs. 7,000 4 Rs. 28,000  

Rs. 2,65,8400  

HONDA CIVIC (UNIT PRICE)Sr. No Part description Unit Price Quantity Total Price

1 Armox 500 B6

Armored steel plates

( size 5x2 meter )

Rs. 220,100 4 Rs. 880,400

 

2 Armass B6 bullet proof

glass

- Complete set Rs. 800,000  

3 Bilstein heavy duty

Shocks

Rs. 14,000 4 Rs. 56,000  

4 Firestone Run flat tires Rs. 15,000 4 Rs. 60,000  

5 Firestone Run flat

inserts

Rs. 7,000 4 Rs. 28,000  

Rs. 1,824,400  

Sales Forecast

Unit Sales Year 1 Year 2 Year 3

Honda Accord 35 37 40

Honda Civic 18 21 23

Total Unit Sales 53 68 63

Unit Prices Year 1 Year 2 Year 3

Honda Accord Rs. 2,658,400 Rs. 2,658,400 Rs. 2,658,400

Honda Civic Rs. 1,824,400 Rs. 1,824,400 Rs. 1,824,400

Sales Year 1 Year 2 Year 3

Honda Accord Rs. 93,044,000 Rs. 98,360,800 Rs. 106,336,000

Honda Civic Rs. 32,839,200 Rs. 38,312,400 Rs. 41,961,200

Total Sales Rs. 1,258,832,00 Rs. 1,366,732,00 Rs. 14,829,7200

Direct Unit Costs Year 1 Year 2 Year 3

Honda Accord Rs. 2,000,000 Rs. 2,000,000 Rs. 2,000,000

Honda Civic Rs. 1,000,000 Rs. 1,000,000 Rs. 1,000,000

Direct Cost of Sales Year 1 Year 2 Year 3

Honda Accord Rs.70,000,000 Rs.74,000,000 Rs.80,000,000

Honda Civic Rs. 1,800,000 Rs. 2,100,000 Rs. 2,300,000

Subtotal Direct Cost of Sales Rs. 71,800,000 Rs. 76,100,000 Rs. 82,300,000

BUDGETING

Start-up Funding

Start-up Expenses to Fund Rs. 390,000

Start-up Assets to Fund Rs. 17,640,000

Total Funding Required Rs. 18,030,000

Assets

Non-cash Assets from Start-up Rs. 20,640,000

Cash Requirements from Start-up Rs. 2,000,000

Additional Cash Raised Rs. 1,970,000

Cash Balance on Starting Date Rs. 3,970,000

Total Assets Rs. 24,610,000

Liabilities and Capital

Liabilities

Current Borrowing Rs. 0

Long-term Liabilities Rs. 0

Other Current Liabilities (interest-free) Rs. 0

Total Liabilities Rs. 0

Capital

Planned Investment

Owners (Honda) Rs. 20,000,000

Investor Rs. 0

Additional Investment Requirement Rs. 0

Total Planned Investment Rs. 20,000,000

Loss at Start-up (Start-up Expenses) (Rs. 390,000)

Total Capital Rs. 19,610,000

Total Capital and Liabilities Rs. 19,610,000 Total Funding Rs. 20,000,000

THANK YOU