Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Atlas Honda Limited
Committee Member 1
Hassaan Khalid (Lecturer) Business Administration – Department of Marketing Institute of Business Administration (IBA), Karachi
MBA Research Project
Motorcycle Spare Parts, Value Added After Sales, Profit Generators, Customers’ Buying Pattern, Replenishment, Distribution Network, Quality, Affordability
Abstract / Summary
Atlas Honda Limited is undoubtedly the biggest name in the motorcycle industry of Pakistan. It started its operations in Pakistan back in 1963. The Company is facing a problem with its spare parts business. The project focuses on the potential of after sales spare parts for Atlas Honda Motorcycles. The main target for the team is to propose a solution through which Atlas Honda can achieve the sales target of PKR 1 billion form the spare parts business. To identify the gaps which are stopping AHL to achieve the desired target, the Project Team started off with the Focus Group discussions. Total 2 focus groups were conducted. In the next phase, the Project Team conducted Dealers’ Interview from different areas. Total 14 dealers’ interview were conducted in depth. Finally, the qualitative data that was derived from the FG and Dealers’ interview analyzed and used for making the survey questionnaire which was directly conducted from the end consumers. Data from the survey, FG and Dealers’ Interviews mainly revealed that there is availability and affordability issue with the Honda’s Spare Parts. Shoppers are reluctant to buy Honda’s spare parts because of the cost. The project team also identified that there is a significant difference between the buying pattern of CD70 users and CG125 or CB150 users however, there is no significant difference found in the spending habits of consumers as per their age groups. The main issues found identified through dealers’ interview were replenishment time and white money issue. To conclude, the project team recommended AHL to work of their affordability side, launch mid-tier brand and commit certain lead time to suppliers. Apart from these recommendations, money other recommendations and suggestions are given in detail in this report.
Link to Catalog Record
Naseem, F., Ibrahim, H. A., Ayub, H., Ul Haq, M., & Ahmed, R. A. (2021). Market research and potential of after sales for Atlas Honda (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/276
Available for download on Monday, July 12, 2027
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