Essay regarding Report about Atlas Honda


Above all, we would like to thank Immutable Allah that is the Omnipotent, Omnipresent and Sustainer from the universe and who offered us power and courage to finish this record.

Secondly, we wish to thank our parents who strengthen their support to all of us throughout the span of this record.

We would also like to give thanks to our group leader Mister. Saim Saeed Tanauli, Assistant Manager Marketing of Atlas Honda Limited for his generous co-operation and support.

Nabil Ahad Khan (EP110338)

Letter of Transmittal

21th Apr, 2013

Department Head



Special Mr. Zaki

Subject: Submitting of Term Report 2013

Here is the survey that you asked us to arrange during the project development. The report consists of in detail the strategies employed by Atlas Honda Ltd. It contains the macro-environmental, company and competitor, Micro-environmental and inner, strategic examination and tactical implementation of Atlas Honda. It has been a privilege to work on this kind of assignment and also have put in the utmost effort in order to make a comprehensive report on the matter. Should you have any kind of queries about the report, we are happy to discuss them with you.

Thank You.


Nabil Ahad Khan


Ho: Atlas Honda should continue product improvement at inexpensive HA: Atlas Honda should never continue item improvement in low cost

Ho: Atlas Honda should go intended for backward integration

HA: Atlas Honda probably should not go for backward integration

Ho: Atlas Honda should choose proactive strategy

HA: Atlas Honda must not adopt positive approach



In Pakistan, bike assembly started in 1964 if the local Atlas Group began assembling Honda motorcycles in Karachi. At the moment in addition to Honda, the other Western brands staying manufactured in Pakistan include Yamaha and Suzuki. The most effective design among the list of Japanese brands has been the Honda 70CC which in turn enjoys tremendous popularity due to its fuel economy, resale and reduced upkeep features.

The Pakistan Automobile Manufacturers Relationship (PAMA) was created in 1984. Initially three motorcycle Oes namely Atlas Honda, Dawood Yamaha and Suzuki Motorcycles Pakistan started to be PAMA people. The other founding members of PAMA were OEMs manufacturing Cars, Tractors, Mild Commercial Vehicles (LCV's), Pick up truck & Bus manufacturers and so forth In the 1990's, three even more OEMs joined PAMA, just read was, Fateh Motors, Pakistan Pattern Industrial Supportive Society Limited and Siagol Qingqi Engines Ltd (subsequently renamed Qingqi Motors Limited. ).

The Non-Japanese OEMs entered the Pakistani market in the late 1990's by bringing out clones of the popular Honda 70CC bike using crucial parts and components imported from China. Intended for the basic shape and other low tech parts they used the local suppliers (part suppliers) whose advancement had been caused by the Authorities of Pakistan's indigenization / localization programs for the motorcycle market. Other than the first 3 Non-Japanese OEMs who have became PAMA members, the newest entrants desired to form their own trade physiques and as such are referred to in this study as Non-PAMA users.

Presently there are 43 Oes producing numerous brands of motor bikes. Out of such 6 are PAMA associates and the outstanding 37 Non-PAMA members. The Engineering Creation Board (EDB) issues permits to the Oes for undertaking assembly procedures. The Pakistan Standards & Quality Control Authority (PSQCA) is responsible for monitoring the production of quality products by the OEMs. As such the EDB as well as the PSQCA play an important role in the organization, licensing and monitoring in the technical operations of the bike assemblers.

Physique -4

Market Shares of PAMA & NON-PAMA Members

Market stocks of the significant OEMs will be shown in Table four.

|Table – 4...