Degree
Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Advisor
Mr. Jami Moiz
Committee Member 1
Mr. Jami Moiz, Faculty of Business Administration, Institute of Business Administration (IBA), Karachi
Project Type
MBA Research Project
Keywords
https://ir.iba.edu.pk/do/search/?q=Indus%20Motor%20Corporation&start=0&context=8598587&facet=">Indus Motor Corporation, Toyota Pakistan, SWOT Analysis, Customer based brand equity, TGA business model, Integrated marketing
Abstract / Summary
This report is written to suggest strategies to combat against problem at hand for Indus Motor Company (, which is Toyota Pakistan’s negligible market share of after-sale accessories. Toyota has a strong dealership network comprising of 45 3S (Sales-Service-Spare Parts) dealerships across Pakistan. Some of these dealers have been with Toyota since inception of Indus Motor Corporation (IMC) to ensure superior service, high sales and robust spare parts.
According to the company, the negligible market share is mainly due to extensive local competition since there are numerous local vendors and dealers in the market that are offering grey imported accessories at highly reasonable prices. To aggravate the problem, Indus Motor Corporation (IMC) is currently importing accessories from Toyota Motor Asia Pacific (Singapore), and due to heavy tax duties, these accessories are significantly uncompetitive with market prices, even though the quality surpasses all.
Our research, therefore, explores consumer insights about the 4Ps of Toyota Genuine Accessories which we have carefully leveraged upon in suggesting a 360 degree marketing plan for IMC. Further, our on-ground research which includes but is not limited to: dealership visits, market visits, mystery shopping & online research have yielded important findings for us to prepare an in-depth SWOT Analysis, which in turn is our another TOR. All in all, our research will enable IMC to revamp their genuine accessories business with a new prospect of increasing after-sales business for Toyota Pakistan.
Recommended Citation
Akhtar, A., Siddiqui, M., Jamal, S. M., Shirazi, S. H., Kazmi, S. S., & Karim, S. U. (2020). Revamp of Toyota genuine accessories business in Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/5
