Environmental Scanning and Marketing Plans to Mitigate Lost Sales at Hinopak Motors Limited.

Abstract

The Automotive Industry is one of the key industries in the country that consumes the Largest reserves of Petrol and diesel per year, the industry is also responsible for the growth of multiple other segments that include the Rubber, Paint, Glass, Chemicals, Textile & Metal Industry. The Automotive Industry of Pakistan is one of the Key Revenue Generation segments of the Economy, with most Multinational companies currently operating in Pakistan due to of Lack of Core Technology, and supporting industries are not there except few Products that are less critical to Operations. Production and sales in Highly dependent on Imports of CKD (complete knockdown kit), large number of Holding inventory could also cause Financial Losses to the company. Since 2018 Hinopak faced a sharp decline in its sales due to the unavailability of Products. Automotive products are Built on order Product in Pakistan only a few units are available at designated dealerships that cannot fulfill the overall requirement of countrywide customers. Although since 2020 Net Assets of the company have increased market share in decreased due to the increasing Price gap concerning rival companies. In this BRP Report Pakistan Automotive Industry overview is given. Company Hierarchy, Hinopak sales statistics, and financial Highlights are mentioned in the introduction. Environmental scanning concerning SWOT & PESTEL is to give background about challenges and opportunities available for the company. Hinopak customer segments and buyers Persona will present characteristics of Hinopak end users to understand, the challenges, goals & motivation of Buyers and buying Patterns in general. Three organizational gaps are identified in the BRP report that leads to lost sale (1) Market Research & Marketing Process (2) Customer Reach (3) Conflict of Interest. Possible solutions to overcome these organizational gaps are shared: (1) Develop a Marketing Research Plan (2) Enhance Company Reach (3) Goal Alignment. Some of the Solutions to overcome lost sales are already functional, a few are in process and others are in the approval phase from Management, all these proposed solutions were already adopted by rival companies & other operations of Hino in other countries in some different shape. The Hinopak Sales team has customized these proposals as per ground realities & available resources. These solutions impacted some pocket increases in sales but not some drastic change occurred overall, an increase in sales due to (1) Political instability (2) Economic Conditions & (3) the Flood Situation of the country, True impact of these proposed solutions will be observed in 2023. This BRP document is an effort to identify gaps in sales and marketing through environmental scanning and recommending solutions to dilute lost sales the company is facing through effective marketing. The solution suggested will be based on Marketing Plans to Increase customer reach for accurate sales forecasting to circulate the production cycle accordingly. Redefine company marketing Plans to recapture market share. Suggest various tactics to boost strategic alignment between the company and dealership network.