marketing management

1. MARKETING MANAGEMENT
MARKETING ENVIRONMENT AUDIT
GENERAL TYRE PAKISTAN
Prepared by Farheen Mustafa

2. MACROENVIRONMENT
A.DEMOGRAPHIC
The Company is committed to produce products that are safe and effective. In developing and manufacturing product, the Company has established
and will comply with standards that meet or exceed regulations promulgated by the laws. In manufacturing its products, the Company will comply
including those relating to the environment and occupational health and safety.
B.ECONOMIC
Company is taking keen intererst in developing new products in nominal prices with new trends ,the innovation and creativity is making the
Company more profitable.
C.ENVIRONMENTAL
Pollution is a major factor that should be removed in any way so the company has high concern for elemination of waste and it has an adequate
System of drainage of waste material.
D.TECHNOLOGICAL
Company has launched new tyres replacing the old ones.now it has ranges of tyres like passenger car tyre,light truck tyre,truck and bus tyres,
Tractor tyres,motor cycle and rickshaw tyre.
E.POLITICAL:
The Company will make no corporate political contributions to parties or individuals, even where such contributions may be legal, but encourages
employees and directors to participate in community affairs and to exercise citizenship responsibilities.
F.CULTURAL
Each employee and director will deal fairly with the Company's customers, suppliers, competitors, independent auditors and other employees and
will not take unfair advantage of anyone through manipulation, concealment, abuse of privileged information, misrepresentation of material facts, or
any other unfair dealing or practice.

3. TASK ENVIRONMENT
A.MARKETS
Market is spreading in wide range throughout karachi sukkur lahore multan pindi pishawar.
GTR has four market segments to cater to. These are:
•The Original Equipment Manufacturers (Vehicle Assemblers).
•The Replacement or the After Market.
•Government Departments / Institutions.
•The Export Market
B.CUSTOMERS
It has wide range of customers because it is one of the oldest tyre company in pakistan.its products are used from motor bike to heavy tractor.
C.COMPETITORS
The Company will compete for all business opportunities vigorously, fairly, ethically and legally. The Company will comply with all laws, regulating
discuss pricing, cost, production plans, business strategies, or any other proprietary or confidential information with its competitors
D.DISTRIBUTION AND DEALERS
The company has authorised distributors who deleivers the best of their products to retailors and the selected outlets.
G.PUBLICS
Public has entirely positive attitude towards the product it supplies to all automotives manufacturers and assembles in pakistan.

4. MARKETING STRATEGY AUDIT
A.BUSINESS MISSION
•To offer quality products at competitive prices to our customers.
•To endeavor to be the market leader by enhancing market share, consistently improving efficiency and the quality of our products.
•To improve performance in all operating areas, so that profitability increases thereby ensuring growth for the company and increasing
return to the stakeholders.
B.MARKETING OBJECTIVES AND GOALS
The General Tyre and Rubber Company of Pakistan Limited (the “Company”) is committed to conduct its affairs ethically and lawfully.
This Code of Conduct establishes policies and procedures that are intended to guide employees, officers, and directors in the performance of
their duties and responsibilities and ensure compliance with the Company's commitment to ethical and lawful conduct. These policies and
procedures shall apply to all employees and officers and directors of GTR.
C.STRATEGY
General Tyre & Rubber Company of Pakistan has the culture and history of undertaking social and philanthropic activities which reflects the
commitment of its sponsors towards the social uplift of the down trodden.
During the year, the Company contributed Rs. 1,495 million towards national exchequer under various modes.

5. MARKETING ORGANIZATION AUDIT
A.FORMAL STRUCTURE
GTR markets and sell its tyres in replacement market through more than 100 nationwide authorized dealers most of whom have been working
with General Tyre for more then three decades setting a milestone on customer loyalty and satisfaction
B.FUNCTIONAL EFFICIENCY
Currently, the capacity of the Company stands at 2.3 million tyres approximately with potential to meet one third of the country’s demand.
GTR is producing tyre sizes and patterns that cover almost 85% of the sizes in demand in Pakistan. GTR has been and still is the largest tyre
manufacturer in the country producing tyres for cars, light commercial vehicles, trucks / buses, tractors, CNG Rickshaw and now Motorcycles.
C.INTERFACE EFFICIENCY
All tyres produced by us are covered with warranty against manufacturing defects.

6. MARKETING SYSTEMS AUDIT
A.MARKETING INFORMATION SYSTEM
Marketing information system provides details about new coming vahicals and its best fit tyre that company can manufacture.
B.MARKETING PLANNING SYSTEMS
Planning system starts by the gathering of timely information and its implication on new marketing products.
C.MARKETING CONTROL SYSTEM
Conrol system comprises with the unique setup of individuals who keeps an eye on new and old market competetors.
D.NEW PRODUCT DEVELOPMENT SYSTEM
Developing new products on a fast moving track it has wide varity of products for almost every vahical.