Supply chain extension in auto air conditioning industry - Sinofeng Pakistan case


Umair Ijaz


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2018

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Air conditioning--Equipment and supplies | Refrigeration and refrigerating machinery -- Pakistan | Industry

Executive Summary

The project is aimed at providing the basis for an SME to undertake market development supply chain extension. and Going for extension in business in another part of country in which one has no clout and fears that recoveries would be a hassle is not an easy decision. Thus, only one product of a company of a i.e. auto AC parts has been the product of focus. To this effect the research was done to assess the possibility of a new market player entering the market. The survey of mechanics, dealers and customer has been carried out to know their choices, habits and influence. Obtaining the input from different stake holder and paved way for fruitful analysis. The identification of a credible partner and gauging a proposal to establish a pull in demand. The analysis suggests that presently Denso is market leader and seems to be the price taker too. Imported car customers prefer second hand products and Chinese products are least preferred products and mainly customers opt these owing to affordability constraint. It is recommended that extension is undertaken with a suggested minimal inventory that it should provide to a distribution company. The distribution would market the inventory with selected mechanics and once the demand picks up the dealers near by the mechanics would be asked to keep the inventory. Moreover, the company has been recommended to take its getting necessary registration and strive in becoming an OEM business to next level by product for any market new entrant.

This document is currently not available here.

The full text of this document is only accessible to authorized users.