Assignment of Marketing Management

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SHAH ABDUL LATIF UNIVERSITY KHAIRPUR MIR’S
DEPARTMENT OF BUSINESS ADMINISTRATION
SUBMITED BY:
Sadam Hussain Shaikh (381)
Abid Hussain Wassan
(313)
Syed Moar Shah
(352)
Munawar Khan Shaikh (365)
SUBMITTED TO:
Sir, Muhammad Ismail Soomro
BRAND NAME:
fast
CLASS:
B.B.A III (evening) 5th semester

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1. WHAT IS fast?
fast is an entity that realizes the dreams of individuals and spreads joy to people. fast’s
philosophy, unique corporate culture, pursuit of challenges that fulfill individuals'
dreams and variety of products and activities born of challenges will remain the
foundation of the fast brand. We will continue building on our history of realizing
people's dreams.
2. QUALITY POLICY:

Commitment to provide high quality motorcycles & parts

Right work in first attempt and on time

Maintain and continuously improve quality

Training of manpower and acquisition of latest technology

Safe, clean and healthy environment

Market leadership and prosperity for all
fast’s DRIVING FORCE:
The expectations and appreciation of people around the world for our dreams. People
see fast as pursuing its dreams and always remaining a step ahead of the world. This
image and the people’s appreciation of our outlook will continue to be the driving force
of the fast brand.
fast’s GOAL IN BRANDING:
To create a brand that is supported by people’s expectations and appreciation.

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VISION:

Market leader in the motorcycle industry, emerging as a global competitive
centre of production and exports.
3. GLOBAL BRAND SLOGAN:
Everyone has a dream, some goal or activity that gives their life a deeper meaning and
sparks passion. When we pursue a dream, we feel empowered. This power, in turn,
connects us to others who share the same dream. It gives us the strength to overcome
great challenges and inspires us to spread the joy of our dreams to others. Ultimately,
the power born of a dream is a creative force, capable of producing revolutionary ideas.
fast encourages all is associates to pursue their dreams. That is why we say we are a
company built on dreams. In the new century, the power of fast’s dreams will continue
to lead new insights and technologies in automobiles, motorcycles, power products,
parts and other fields of mobility that are just beginning to be imagined. Dreams are the
very essence of fast. The dreams of our associates, customers, and supporters make
fast what it is today? Our highly original ideas and free thinking have surprised the
world on many occasions. fast will continue to be fast in the 21st century as long as we
have our dreams and original thinking. We will keep on dreaming and challenging
ourselves to realize our dreams.” What will we come up with next?” We will continue
creating exciting products and realizing people’s dreams and expectations. Our slogan
for fast to remain fast, and for everyone to realize their aspirations, we must believe in
"The Power of Dreams".

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4. Mission Statement
In order to achieve the mission, we must create value for all the constraints we serve,
including our consumers, our customers. Our Brand creates value by executing
comprehensive business strategy guided by six key beliefs:
 Consumer demand drives everything we do.
 fast Brand is the core of our business.
 We will serve consumers a broad selection.
 We will be the best marketers in the Pakistan.
 We will think and act broadly.
 We will lead as a model corporate citizen.
To provide a quality, cheap and state of the art products to customers that not only
satisfies their needs but also leads them to superior.
Our Mission is to serves as the framework for our Road map and guides every aspect
of our business by describing what we need to accomplish in order to continue
achieving sustainable, quality growth.
To become good quality motorcycle & stylish luxury manufacturing that focused on
constantly and categorically designing superior and convenient product through
contribution of ideas, enrichment the community. We strive for honesty, fairness and
integrity.
The motto of this Mission is to direct and to inspire, rather than to distinguish us. What
does distinguish us is the way in which we meet this Mission.

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Values: Integrity
 Passion
 Teamwork
 Commitment
 Proactive
5. ENVIROMENTAL ANALYSIS:
As such there are very much special legal requirements to start up such a business like a
partnership between to persons. We found requirements before starting our operation.
Like finding partner for partnership and to decrease the risk and to share profit with
partner. And an other special requirement is that to get permission from govt: to launch
our product in market and other requirements are there. Anyways after getting
completing all requirements we have to focus on or product quality, because it’s our
desire to maintain quality in our product.
6. SWOT Analyses:
Strengths:
 Low cost with high quality
 Dedicated & punctual staff
 On time delivery
 Favorable access to distribution networks

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 We Make it possible for different Brands throughout the community to use there
product.
 fast is most convenience stores which gives customers easy access to the
product.
fast has a unique four stroke, which make customer fell up from other brands

(our competitor brand).

fast is a Brand with regards to feel, quality of product and see the driving with new
brand fast 125.
Weaknesses:

Competing against Honda and Yamaha

Non-interactive website, due to having new product.

No online ordering capability

Uncertainty of International markets

Inexperience

High cost structure with stylish look

Limited area of operation

Not able to enjoy economy of scale
Opportunities:
Penetration into foreign Markets
 Expansion of new locations
 Further expansion
Threats:

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Price:
There are much more threats in increasing prices. Because same problem of substitute.
If fast increase the price lets say 3000 rupee. Then people definitely won’t go for fast.
They have the best substitute of HONDA 125, YAMAHA and others. So these are the
threats in increasing prices. fast will lose the margin of its profit
New costs, taxes and compliance:As social causes like sustainability and fair taxation are being legislated by governments,
and lobbied into favorable terms for corporations. Large business used to lament about
paperwork. Now, the new costs, taxes and compliance rules are sapping the will of
owners to believe that they should risk, invest and remain confident in their businesses.
Larger number of Competitors (Honda, Yamaha, hi-speed, Star, and other Chinese
company’s motorcycles).
Threats of Substitutes Products.
7. Marketing Opportunities Analysis :
 Selectively broaden the young brand to drive profitable growth.
 Grow system profitability and capability together with our partners.
 Serve customers with creativity and consistency to generate
growth across all channels.
 Direct investments to highest potential areas across markets.
 Drive efficiency and cost-effectiveness everywhere.
8. STRATEGIC GOALS:
CUSTOMERS:
Our customer is the reason and the source of our business. It is our joint aim with our
dealers to ensure that our customers enjoy the highest level of satisfaction from use of
Fast Motorcycles.

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QUALITY:
To ensure that our products and services meet the set standards of excellence.
LOCAL MANUFACTURING:
To be the industry leader in indigenization of motorcycles parts.
TECHNOLOGY:
To develop and maintain distinct business advantages through continuous induction of
improved hard and soft technologies.
SHAREHOLDERS:
To ensure health and viability of business and thus safeguarding shareholders interest
by maximizing profit. Payments of regular satisfactory dividends and adding value to the
shares.
EMPLOYEES:
To enhance and continuously up-date each member's capabilities and education and to
provide an environment which encourages practical expression of the individuals
potential in goal directed team efforts and compensate them attractively according to
their abilities and performance.
CORPORATE CITIZENS:
To comply with all government laws and regulation, to maintain high standard of ethics
in all operations and to act as a responsible members of the community.

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9. COMPETITIVE STRATEGIES:
Consumers firstly decide that they are going to have a Quality Brand. Then they
compete brands with each other. Like they compete fast with Honda, Yamaha and Hispeed. So the major competitor of fast is Honda. When they motivate to any other
brand or on fast it is in instinct basically that based on messages drive certain feelings.
But we think in a different way than them with long live thinking.
10. TARGET MARKETS
Our customers would be at auto markets, technological markets, and other retail outlets
etc. Our target market is big cities of PAKISTAN, Like Karachi, Islamabad, Lahore,
Pishawar, and Multan. We are focusing primarily on Karachi and Lahore, because if we
get success from these two cities that means we got success in Pakistan, and also there
Is out main customers, who like motorbikes and riding or driving motorbike, and they
are original riders of our brand, but there are also plan for other cities.
fast commercials basically based on young generations, So, the young generation is the
target market of fast motorbike because they want to represent fast with the youth.
Target Market having taking a particular side of the business marketing plan First of all
we divide market into different segment just for taking a powerful step towards target
market. According to launching marketing plan firstly we target markets. Just for it is
esteem and knowledge to the customers. Here we target the market according to
different targets of customer perception.
Geographic:
For the better expectance and value of the product according to country cities, and
region and the extended just for the convenience the facilitation of our customer we left
particular geographic factor which people belong to which area according to we also
concentrate area customer geographic season.
Demographic:
As it is very clear that we demographic is must standard characteristics of population
these are used in our social and sub field of demographic. We typically combine servile
variables to define demographic profile for our product. Firstly we concentrate enough
information about typically customer we look at different ages of people.

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11. MARKETING MIX DEVELOPMENT
Our local marketing mix development enables to listen to all the voices around the
regional area asking for span the entire spectrum of best riding and occasions. What
people want in a reflection of which they are, where they live, how they work and play,
and how they relax and recharge. We are determined not only to make great bike or
motorcycle, but also to contribute to communities around the local areas.
I) Promotional Mix:Our main purpose is to provide fast Brand for everyone at everywhere so first of all we
have to launch our product in the market targeting all classes. Our promotion policy
includes the following advertising mediums.
Cable Adds:
This is one of the very common, effective and as well as very in expensive way to market
our product in the each city of Pakistan.
Billboards and Holdings:
fast is very much conscious about their billboards and holdings. They have so many sites
in different locations for their billboards and they try to use in different times.
Other:
 Other promotional strategies are also considered like;
 Discounts
 Salesperson incentives
 Friendly network
 Commission to sale person, credit to customers
 Catalogs

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 Word of mouth
II) Pricing Strategies:
Price may not be the only competitive factor but in our business plan it will become the
major competitive factor. Along price another major factor affecting the mind of the
customer is quality. We have chosen a price that will give us the main competitive
advantage if we are able to maintain quality. Low pricing strategy we are using because
of large number of competitors in the market. We are using market penetration
strategy by keeping low price we would enter in to the market and expand our customer
base and increase our market share.
III) Distribution Strategies:
Distribution (or place) is one of the four elements of marketing mix. An organization
involved in the process of making a product or service available for use by a consumer
or business user. As in the introductory stage we will make sales only in all over the
cities of Pakistan, so we can distribute directly to the retailers. For this purpose we can
take orders from different channels like web, mail order, phone calls, through marketing
staff. Most important source will be the marketing staff. After wards when we will
operate in different cities like Karachi, Lahore, Faisalabad, Multan different independent
distributors will be hired.
12. ESTIMATED DEMAND
Before opening business Study and forecast the demand potential of the market of our
business, this expectation monthly and year sales revenue.
13. SALES FORECAST
Product will be launched in September and on a trial basis in Islamabad. We hope that
our sales will me more than our expectation because market needs our product and
product is unique. In November it will be launched in Lahore and in July recently it will
be launched in Karachi. After 1 year we will to do market research and any modifications
needed in the product would be made because we want customer satisfactory.