Document 2
Document 2
HONDA PAKISTAN
SUBMITTED TO:
GROUP MEMBERS
LEADER:
GROUP MATES:
BBA [2 YEARS]
MANAGEMENT SCIENCES
CONTENTS
❑ PREFACE
❑ DEDICATION
❑ ACKNOWLEDGEMENT
❑ OUR ORGANIZATION
❑ AHL (ATLAS HONDA LTD.)
❑ FOUNDER OF HONDA
❑ INTRODUCTION OF HONDA
❑ HONDA PAKISTAN
❑ HONDA HISTORY
❑ MISSION & VISION
❑ GOALS
❑ HONDA PHILOSOPHY
❑ FUNDAMENTAL BELIEFS
❑ MISSION STATEMENT
❑ WORKFLOW ANALYSIS
❑ SWOT ANALYSIS
❑ STRATEGIES
❑ HR PRACTICES
❑ EMPLOYEE COMPOSITION
❑ CONCLUSION/ OBSERVATIONS
❑ RECOMMENDATIONS/ SUGGESTIONS
❑ COMMENTS
❑ THANKS TO THE TEAM
PREFACE
Assignment and term report are the vital techniques of National University of Modern
Language. The aim of such activities is to develop a practical evaluation approach in students
along with their studies.
As an integral part of BBA studies, every student has to undergo assignments and reports in a
reputed institution to observe daily life business practices and problems in business life.
In order to fulfill this purpose, we selected Honda Motors. We have tried our best to make this
report comprehensive to provide a critical analysis of Honda Motors.
DEDICATION
“We would like to dedicate this project to our parents who cherished us in our childhood and
always pray for our better future.”
ACKNOWLEDGEMENT
All praises and thanks to Almighty ALLAH, the creator who is the only source of knowledge and
wisdom endowed to mankind.
We feel much obliged to our beloved family members for their moral support and encouragement.
Particularly, we have always felt our parents’ right behind us praying and enabling us to work out the
era of life both spiritually physically and whoa prayers was incessant enabling us to acquire this stay.
We would like to thank our instructor Dr. SAEED AHMAD, who was always there to guide us
throughout the project and without his guidance we would never have been able to accomplish this
task.
OUR ORGANIZATION
Honda Motor Co., Ltd. (commonly known as simply Honda) is a Japanese public multinational
conglomerate manufacturer of automobiles, motorcycles, and power equipment, headquartered in
Minato, Tokyo, Japan.
Honda has been the world's largest motorcycle manufacturer since 1959, reaching a production of
400 million by the end of 2019.[6] It is also the world's largest manufacturer of internal combustion
engines measured by volume, producing more than 14 million internal combustion engines each
year.
Honda became the second-largest Japanese automobile manufacturer in 2001. In 2015, Honda was
the eighth largest automobile manufacturer in the world.
AHL has its registered office at 1-Mcleod Road, Lahore. AHL has two plants in Karachi and
Sheikhupura.
AHL is engaged in manufacturing of4 stroke Honda Motorcycles in Pakistan. Currently AHL
produces HondaCD7O, CD100, CG125 and CG125 Deluxe at Karachi and Sheikhupura plants.
The company also manufactures various hi-tech components in-house in collaboration with leading
parts manufacturers like Showa Atsumitech, Nippon Denso and Toyo Denso. The company also
exports motorcycles to Sri Lanka, Afghanistan and Bangladesh.
FOUNDER OF HONDA
Soichiro Honda (本田 宗一郎, Honda Sōichirō, 17 November 1906 – 5 August 1991) was a
Japanese engineer and industrialist. Honda was born in Kōmyō village, Iwata District, Shizuoka,
near Hamamatsu.
In 1948, he established Honda Motor Co., Ltd. and oversaw its expansion from a wooden shack
manufacturing bicycle motors to a multinational automobile and motorcycle manufacturer.
Even as a toddler, Honda had been thrilled by the first car that was ever seen in his village. In later
life, he would often say that he could never forget the smell of oil it gave off, saying that it smelled
"like perfume".
Soichiro once borrowed one of his father's bicycles to see a demonstration of an airplane made by
pilot Art Smith, which cemented his love for machinery and invention.
SLOGAN
“The Power of Dreams”
INTRODUCTION OF HONDA
Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest
manufacturer of internal combustion engines measured by volume, producing more than 14 million
internal combustion engines each year. Honda became the second-largest Japanese automobile
manufacturer in 2001. Honda was the eighth largest automobile manufacturer in the world behind
General Motors, Volkswagen Group, Toyota, Hyundai Motor Group, Ford, Nissan, and PSA Peugeot
Citroën in 2011.
HONDA PAKISTAN
Honda Atlas Cars Pakistan Limited is a joint venture between Honda Motor Company Limited
Japan, and the Atlas Group of Companies, Pakistan. The company was incorporated on November
04, 1992, and a joint venture agreement was signed on August 05, 1993. The groundbreaking
ceremony was held on April 17, 1993, and within a record time of 11 months, construction and
erection of machinery was completed. The first car rolled off the assembly line on May 26, 1994.
Official inauguration was done by then President of Pakistan, Sardar Farooq Ahmad Khan
Leghari. Mr. Kawamoto, President of Honda Motor Company Limited, Japan was also present to
grace the occasion. The company is listed on the Karachi, Lahore and Islamabad Stock Exchanges.
On July 14, 1994, car bookings started at six dealerships in Karachi, Lahore, and Islamabad. Since
then, the Dealerships network has expanded and now the company has Twenty-One 3S (Sales,
Service and Spare Parts), Eighteen 2S (Service and Spare Parts) and Five 1S (Spare Parts) authorized
dealerships network in all major cities of Pakistan.
HONDA HISTORY
• 1946, when the most common mode of transportation was the bicycle.
• 1948: Honda Motor Co., Ltd. is incorporated.
• 1959: Expanding into North America
• 1960: Honda R & D Co., Ltd. established
• 1961: First Isle of Man TT race victory
• 1962: Honda’s first overseas production begins in Belgium
• 1963: Honda forays into automobile production
• 1964: Honda’s first appearance in Formula 1 racing
• 1970: Driving Safety Promotion Center established
• 1981: Honda develops the world’s first car navigation system
• 1982: Japan’s first Franz System vehicle
• 1982: Honda becomes the first Japanese manufacturer to produce vehicles in North America
• 1986: Honda begins research of compact aircraft and aircraft jet engines
• 1988: Record-setting 15 out of 16 wins in Formula 1 racing
• 2000: Honda announces ASIMO, the humanoid robot
• 2002: World’s first lease-sales of the FCX fuel cell vehicle
• 2012: Honda’s power products reach 100 million accumulated production milestone
• 2014: Honda’s motorcycles reach 300 million accumulated production milestone
• 2015: Honda wins 700th World Grand Prix race
• 2015: Honda rejoins Formula 1
• 2015: Honda Jet deliveries begin
• 2016: Honda announces Clarity Fuel Cell
• 2016: Honda’s worldwide cumulative automobile production reaches 100 million milestone
• 2017: Honda celebrates 100 million-unit global production milestone for Super Cub series
• 2020: Launched new electric vehicle "Honda e"
• 2020: Honda achieves unprecedented 800 Road Racing World Championship wins
• 2021: Honda wins Formula 1 Drivers Championship
• 2021: World-first Level 3 Autonomous Honda Legend goes on sale
• 2022: 50th Anniversary CIVIC
MISSION
Cost.”
GOALS
Strategic Goals
Customers
Our customers are the reason and the source of our business. It is our joint aim with our dealers to
ensure that the customers enjoy the highest level of satisfaction from the use of Honda motorcycles.
Quality
To ensure that our products and services meet the set standards of excellence.
Local Manufacturing
To be the industry leader in indigenization of motorcycle parts.
Technology
To develop and maintain distinct business advantages through continuous induction of improved hard
and soft technologies.
Shareholders
To ensure health and viability of business and thus safeguarding shareholders’ interest by maximizing
profit. Payment of regular satisfactory dividends and adding value to the shares.
Employees
To enhance and continuously update each member’s capabilities and education and to provide an
environment which encourages practical expression of the individual potential in goal directed team
efforts and compensate them attractively according to their abilities and performance.
Corporate Citizen
To comply with all Government laws, rules and regulations and to maintain a high standard of ethics
in all operations and to act as a responsible member of society.
HONDA PHILOSOPHY
The Honda Philosophy consists of Fundamental Beliefs (including "Respect for the Individual" and
"The Three Joys"), the Company Principle, and Management Policies.
This philosophy is not only shared by all associates, but also forms the basis for all company
activities and sets the standard for the conduct and decision-making of all associates throughout the
Honda Group. Driven by its dreams and reflecting its values, Honda will continue taking on
challenges to share joys and excitement with customers and communities around the world to strive
to become a company society wants to exist.
Fundamental Beliefs
Initiative
Initiative means not to be bound by preconceived ideas, but to think creatively and act on your own
initiative and judgment, while understanding that you must take responsibility for the results of those
actions.
Equality
Equality means to recognize and respect individual differences in one another and treat each other
fairly. Our company is committed to this principle and to creating equal opportunities for each
individual. An individual's race, gender, age, religion, national origin, educational background, social
or economic status has no bearing on the individual's opportunities.
Trust
The relationship among associates at Honda should be based on mutual trust. Trust is created by
recognizing each other as individuals, helping out where others are deficient, accepting help where
we are deficient, sharing our knowledge, and making a sincere effort to fulfill our responsibilities.
Management Policies
At Honda’s R&D centers and factories, associates wear white work clothes that stain and smudge
easily, from the philosophy that “good products come from clean workplaces.”
The white outfit also symbolizes the equality of all that work at Honda, including the CEO.
White symbolizes Honda’s philosophy for making products wholeheartedly not only in its Japanese
facilities, but all over the world.
WORKFLOW ANALYSIS
INPUT
Raw Materials
• Aluminum sheets
• Stainless steel
• Light metals
• PGM (Platinum Group Metals)
• Leather
• Advanced plastics and Resins
• Steel pipes
• Titanium
• Steel powder
• Special steels (wires, rods, etc)
• Machinery (Pressing machines, destack feeders, washing machines, etc.)
• Glass
• Carbon Fiber
• Fiber glass
• Lead
• Magnesium
• Conveyor equipment
• Brake fluid injection equipment
• Painting equipment
• 3D Printers
• Incinerator
PROCESS
OUTPUT
End Product
• Honda Accord
• Honda Civic
• CR-V
• Honda Vezel (HR-V)
• X-ADV
• Rebel1100
• Honda City
• Combustion engines
SWOT ANALYSIS
STRENGHTS
• Cost structure of Honda is high as compared to other Automobile companies like Suzuki.
• Honda focus more on international deposits as compared to Domestic deposits.
• The Civic model is considered as one of the major weaknesses of Honda Company.
• Price for Non-Luxury vehicles are far high as compared to other manufacturers
• In truck line, Honda Company is not offering strong products and proposal
• Low investments in research and development (R&D) leading to innovative products
OPPORTUNITIES
STRATEGIES
Honda wants to have its operation worldwide to supply the highest quality of products at a
reasonable price, with a dedication to consumer satisfaction. With new challenges in pursuit of
quality, technology and initiative, Honda is pursuing their vision by striving to create a company
society who wants to exist through creating new values, globalization and commitment for the future.
Moreover, Honda wants to take on new challenges with the pursuit of Initiative, Technology and
Quality.
Corporate Strategy
Honda wants to have its operation worldwide to supply the highest quality of products at a
reasonable price, with a dedication to consumer satisfaction. With new challenges in pursuit of
quality, technology and initiative, Honda is pursuing their vision by striving to create a company
society who wants to exist through creating new values, globalization and commitment for the future.
Moreover, Honda wants to take on new challenges with the pursuit of Initiative, Technology and
Quality. Corporate Strategy: Honda's portfolio includes three businesses: Automobiles business,
Motorcycles business, Power business. Even though stepping into Automobile industry rather late in
1963, Honda quickly leads the industry with characteristics like superior fuel economy, optimum
safety, and driving pleasure.
Honda's sales and production in this industry prove successful steadily not just in U.S. but also in
many regions worldwide. Meanwhile, motorcycle business is the first business of Honda, from 1963
with the event of the first overseas plant in Belgium, Honda has devoted in one basic rule: "build
products close to the customer".
Now Honda has its Research and Development operations in many countries like U.K, U.S, Italy,
China, Germany, Thailand and India. In the future they will create a very promising and potential
Honda.
BUSINESS STRATEGY
R&D is sharpening the business advantage of Honda, together with the fierce competition between
Honda and competitors, and they all define the business strategy of Honda. One of the proudest
things about Honda is its R&D system. With the systematic way of approaching, focus on durability,
reliability and basic performance to establish a creative and innovative technical foundation. With
the wise approach to the future, the Honda products do care about economic, environmental, and
social issues. Honda keeps involving in the research and development that benefits people in the
future through leading-edge technology and commitment to innovation that opens up new
possibilities in mobility. With The Joy of Selling - The dealership of Honda is also one of its
strengths. Through creating products and services that provide the core values that make Honda
unique, Honda's associates around the world keep creating such inspiring experiences for its
customers.
OPERATIONAL STRATEGY
Honda operates in the worldwide market - with 134 production facilities in 28 countries and 31 R&D
facilities in 15 countries, about 167000 Honda employees and associates serve 23 million customers
worldwide annually.
Honda’s global operations are divided into 6 administrative regions responsible for operating. Hiring
and engaging the people and philanthropic initiatives locally in the communities that Honda operates.
Honda is pushing the independence of their local management and sales operations, at the same time
with integrating and forward-looking plan for each region.
They operate under the conduct guidelines that help member companies and associates in evaluating
and managing risks, complying with laws and regulations, keeping a high level of transparency in
operational level, that's all to maximize the worldwide customer satisfaction.
The individual strategy of Honda is reflected through Honda's philosophy – The Three Joys the Joy
of buying, the joy of selling, and the joy of producing. With the joy of buying, Honda's associates
must try their best to exceed the customers' expectation.
Meanwhile, with the joy of selling, which concerns not only the relationship between the dealers and
their customers, but they also feel the pride of having a positive relationship with their customers.
And the last one, the joy of producing comes from manufacturing, research and development by
producing quality products that satisfy customers worldwide, the Honda's employees can
experience pride in exceeding the expectation of their customers.
That all bring the strategies of Honda from their enterprise level, through corporation, business,
operational level, to individual strategy level, that spread the Honda's strategic spirit
throughout the company.
HR PRACTICES
JOB ANALYSIS
A job analysis is a process used to collect information about the duty's responsibilities,
necessary skills outcomes and work environment for a particular job. Process of defining a job
in terms of its component's tasks or duties and knowledge or skill required to perform them.
HR Planning at Honda is done so there isn’t a surplus of employees or deficit of the employees.
Honda has an employee portal specifically designed for employee management.
The Company ensures long-term employee development by seeking out the right employees, making
the most of their talents, developing potential and ensuring employability. The Company strives to
unlock the potential of human resources management and resultantly, add value to its business. A
corporate culture guided by the principles of the Atlas Way (as described in the Sustainability Strategy)
forms the basis of the Company’s efforts in this area.
The Company has policies in place covering all aspects of employment, including employee relations,
training, equal opportunity and health & safety of its workforce. The Company fully complies with
applicable labor and health & safety laws and regulations that prohibit forced, compulsory and child
labor.
The Company is committed to the observance of fair working conditions and human rights. Gender
equality and respect for diversity is deep rooted in the Company’s culture to encourage talented
individuals with diverse backgrounds to demonstrate their full potential and evolve into leaders. The
Company is continuously working to upgrade its human resources expertise, practices, systems, and
service quality. As part of the Company’s talent management, performance appraisals are carried out,
which help in the identification of career development and training needs.
This also helps the Company in ensuring a fair reward system. Further, the Company’s performance
is constantly evaluated through surveys and awards.
To sustain its market leadership, the Company aims to attract, recruit and retain the best talent. The
Company’s ability to offer unique opportunities, such as a diverse and supportive work environment,
helps differentiate Atlas Honda from other employers and attracts high-performing professionals
who are competent and highly skilled. Recruitment and retention of an appropriate workforce
becomes more crucial as the Company has been undergoing a phase-wise capacity expansion plan.
A uniform policy for hiring job placement and human resource development is followed. A
comprehensive “Employee Orientation Training Program / Onboarding Program” has been designed
to provide an overview of the Company’s culture and processes to all new joiners.
Applicants have to undergo a screening process including written test and interview (s) depending on
the role.
THE PROCESS:
• Register an account
• Build CV
• Application (You will see a confirmation message on screen that you have successfully
applied for the post.)
• Application Review
• Assessment
• Interview (s) (You will be notified through email for the interview)
• Offer
• Welcome
Socialization
The Company supports the creation of a high performing work environment by ensuring a balance
between the personal and professional lives of its employees. The Company believes in a culture of
inclusion and well-being that inspires employee engagement for better productivity. For this, the
Company organizes various activities such as family day, picnics, sports and other activities which
provide employees with an opportunity for leisure.
The Company is responsible for the creation of an environment free of discrimination and harassment,
in which all individuals are treated with respect, equality and dignity and have equal opportunities.
Human rights violations of any sort are not tolerated.
Key management practices including: a guarantee of voluntary labor, observance of working hours,
respect for diversity and workplace health and safety are continuously reinforced at the Company. The
company carries out regular reviews of all its operations for violation of human rights. For this
company has also established efficient grievances reporting system. During the year, no such violation
of human rights policies and procedures has been identified or reported, resultantly no formal training
for human rights policies and procedures was carried out.
The Company makes every effort to engage in sincere discussions with its employees about any issues
that exist or might arise. This helps in maintaining a relationship of mutual trust. Moreover, the
Company complies with all local statutory and operational requirements with regard to the provision
of information to employee representatives and employees.
Investment agreements include human rights clauses and undergo human rights screening. The Board
of Directors approves all major investments, and the decision of the board is based upon financial,
strategic and sustainability criteria, the last of which also includes human rights aspects. During the
year, all the major investment agreements and contracts were subject to human rights screening.
An appropriate notification period is allowed before implementation of any change that can have an
impact on employees. The Company recognizes the rights of employees to set up their representation
and carry out collective bargaining to regulate working conditions. Constructive dialogue, negotiations
and consultations are carried out with labour unions, when needed, at both plants of the Company. All
non-management employees are covered under CBA, which covers more than 8% of total permanent
employees.
The training process comprises of a series of steps that needs to be followed systematically to have
an efficient training program. Training is a systematic activity performed to modify the skills,
attitudes and the behavior of an employee to perform a particular job.
The Company believes that improving access to education & training is one of the most long-lasting
investments it can make for society. In this regard, following activities were carried out to support
education & training:
→ Paid Internships
→ SOS Training Institute
→ Individual Visits
→ Communal Initiatives
→ Women on Wheels
→ Hiring Disabled Persons at Dealerships
→ Hiring Female Staff at Dealerships
The Company’s efforts, during the year under review, for training and development of its employees
are presented in the following table:
Workers’ training in occupational health & safety has been the key factor in promoting a safe
working environment. Generic safety training, various fire training, basic first aid and specific work-
related hazards training are provided to workers on a regular basis by competent and trained staff in
the local language, which is easily understood by all the workers.
Training courses are provided free of charge and during paid working hours. Effectiveness of
training sessions is evaluated through post sessions feedback and mock exercises. Further, the
Company undertook the following steps to promote healthy mindset and evaluate the risks to health
and safety of its safety amongst employees.
• To address various health, safety and environment related issues regularly, HSE Flyers are
disseminated. To date, topics covered include updates on COVID-19 prevention, rain
emergency, earthquake emergency and road safety.
• During the year 1-month Medical Examination activity performed to ensure good health of
associates and prevent them from disease in which 1,587 associates were tested through 6-step
verifications which are blood test, eye test, urine test, physical, chest and heart ECG.
• During the year, 24 training sessions on firefighting training and emergency evacuation were
conducted in which 1,524 associates participated.
• External training sessions were conducted by the HSE department through Standard Global
Services (SGS) to create awareness. During the year, 24 training sessions were conducted by
HSE department creating awareness about first aid, fork lifter safety, Scaffolding inspection,
IS0 45001 Lead Auditor, risk assessment, electrical & chemical safety, in which 98 associates
participated.
• Training for the use of protective equipment, forklift safety and confined space safety were
conducted, and 1,440 associates participated in these training sessions.
Career Management
Accordingly, the Company provides a broad range of opportunities to its employees in form of on-
the-job learning, mentoring programs, trainings and courses. Such programs include various in-
house, national and international programs.
AHL support development at all levels – starting from career training through to further development
of top management. The Company also provides support to its employees for higher education and
management courses at renowned business schools such as Harvard Business School and INSEAD.
A number of rotational programs are strategically and systematically implemented to give employees
the experience needed to serve at management positions.
All employees undergo performance appraisals twice a year. The Annual Performance Appraisal is
used as a basis for the positioning of personnel within the Company and determination of annual
increment. High performing individuals are promoted to higher grades and are awarded higher
increments.
The Company’s performance management policy, under the Individual Development Program for
management cadre employees, requires determination of areas of focus for internal and external
trainings necessary for creation of future leaders.
The ratio of basic salary and remuneration of women to men is one to one at the Company.
Compensation packages offered are competitive and equitable and are in line with the industry
benchmarks. These include salaries, bonus, health care benefits, transportation allowances, company
provided vehicles, fuel allowances and retirement benefits.
An employee’s salary is adjusted based on the results of performance evaluations. The Company
only provides full-time employment and does not offer part-time jobs.
EMPLOYEE COMPOSITION
The Company’s employees’ composition is as follows. No major variations have been reported. Further, the data
has compiled by the Company’s human resource department as per actual and no assumptions have been made.
During the year, the hiring rate was 1.65% while the turnover rate was 1.91%.
Conclusion/ Observations
As far as the business of the Honda is concerned it is quite up to the mark keeping in view the
standard of the motor industry. Honda is giving better services to its customers as well as
better farcicalities to its employees, its employees are making an untiring effort to increase
the profit of the company on year-to-year basis as well as time their best to increase the wealth of the
shareholders. Honda is offering many products to its customers which are increasing the margin of
the Honda.
Recommendations/ Suggestions
• The entrance of every department must have proper reception to deal with the visitors.
• The problem of printers in the MIS department must be solved.
• Internet facilities must be provided for every employee in the Finance and MIS department.
• Lunch should be free for employees
• The supply chain department should be whitewashed properly.
• Steps should be taken to ensure cleanliness in each department. Each department should be
well decorated.
• The role of the HR Department should be enhanced, and its function should be increased to
all major departments.
• Transport facilities should be provided for employees. It will act as a motivation tool and will
ensure in time the presence of employees in respected departments.
• Proper culture about internship should be developed and proper arrangements about internees
should be developed so that internees can get proper knowledge about almost every
department in the company.
• To increase the motivation of employees.
Comments
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