| Author | Raza, Syed Hasan |
| Call Number | AIT RSPR no. SM-95-75 |
| Subject(s) | Automobiles--Marketing
Automobiles--Pakistan
|
| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | This research study is carried out on two most distinguished automobile companies,
Toyota and Honda. The study is based on their marketing strategies in Pakistan, and has been developed in a case study which concentrates on the marketing of passenger cars in Pakistan. This study carries out the designing and managing the marketing strategies for specific
models of two companies, i.e. Corolla and Civic respectively.
In this study, firstly an effort has been made to focus on compatibility of company
strategies with perception of their dealers and customers. So this research studies the customer attitude, their buying behavior and their expectations from the product. On the other hand, scope of this study also covers the perception of dealers of these automobiles toward the company strategies. After conducting a customer survey and interviews with dealers, behavior of customers and dealers were studied against what the companies are providing actually with a view towards bringing out the "gap". Based on this analysis, some suggestions have been made to Honda and Toyota, so that they can survive in Pakistan in a better way. |
| Year | 1975 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M. |
| Examination Committee(s) | Igel, Barbara ;Swierzeck, F.W. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1975 |
