Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Dr. Akhtar Mehmood

Project Coordinator (External)

Faisal

Client

Agriautos

Committee Member 1

Dr. Akhtar Mehmood (Assistant Professor) Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

Agriautos is an automotive parts manufacturing firm targeting to enter aftermarket for its 2 products that it already sells to the Original Equipment Manufacturers (OEMs); front assembly and shock absorbers. The intention with the research of the client; Agriautos was to understand marketing factors and determine a best fit marketing mix to enter the aftermarket.

Secondary research and two-step primary research; interviews and survey, was utilized to conclude major research objectives. Market size for the front suspension assembly and shock absorbers in units was determined as 1,294,169 and 2,298,706 respectively for the next five years; (Table 17 Market Size Estimation for Shock Absorbers through motorcycles available on road data and Table 18 Market Size Estimation for Front Assembly through motorcycles available on road data). SWOT Analysis, Pestle Analysis and Porter’s Five Forces Analysis were also conducted (Chapter 3: Industry) to explain the dynamics of industry further.

For market dynamics, structured direct interview were conducted with 30 retailers and mechanics of motorcycle parts and Crown Lifan was found to be the market leader in terms of availability (Table 21 Availability of Brands for Front Assembly and Table 22 Availability of Brands for Shock Absorbers), sales share (Table 30 Brands shares of Sales for Front Assembly and Table 31 Brands shares of Sales for Shock Absorbers) middlemen recommendation (Table 28 Middlemen suggestions for Front Assembly Brands and Table 29 Middlemen suggestions for Shock Absorber Brands) and perceived quality by the middlemen (Table 26 Middlemen perceived quality of Front Assembly Brands and Table 27 Middlemen perceived quality of Shock Absorber Brands). Further, it was determined that the life cycles of the Front suspension assembly and Shock Absorbers is 3 years and 4 years respectively (Table 32 Life Cycle Estimates).

For customer behavior, an online survey was conducted with 150 bike riders, Purchase intention was found to be significantly impacted by perceived price fairness and perceived quality whereas brand choice was found to be significantly impacted by the mechanic’s recommendation (Table 14 Hypothesis summary).

It was determined that the most important variable to be manipulated for better market penetration is the middlemen recommendation and push of brand by the same in the market.

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