Strategic Marketing

Final Project Presentation

Jeep Rally (Abottabad-Khanpur)
Presented By:
Fahad Shaukat (150964)
Ihsan Khan (150965)
Ahmed Munir (150967)
Badar Munir (15096_)
M. Khalid
(15096_)
Saud Bin Jamil (152009)

PEST Analysis
Political:
Political condition gradually getting
worse
High political instability-more threat to
business
jeep rally project is lead by tourism
department of KPK, so politically they
have minimum threat as steaks of
government would be used in it
11th Cholistan desert jeep rally is a
great success of Punjab government

PEST Analysis
A trail over 15000ft can face threats of
security
As a government initiative, least legal
processes required

Economic:
Improved Economic condition of Pakistan
26th in the world in terms of PPP
Per capita income of $1427
Low fuel prices

PEST Analysis
Social:
People of Pakistan and specially KPK are
challenging they like to take challenges
fearlessly
Increased interest of people in off-road
clubs
12 off-road clubs in Islamabad

Technological:
Technologically, Pakistan is not that
much advanced but the people are
eager to adopt the new technologies.

PEST Analysis
The jeep rally does not require an
expensive technology
the only thing they require is the GPRS
system

Porter Five Forces Analysis

Threats of New Entrants:

(High)

Less legal requirements

Low startup costs

Threats of substitute: (High)

Few substitutes available (Choulistan Dessert
Race)
Low Switching cost
More indirect substitutes available (Northern
area tourism, other form of tourism)

Porter Five Forces

Bargaining Power of Buyers: (High)
Buyers in this case are off-road clubs
Few buyers in the market
Few substitutes available

Bargaining Power of Suppliers: (high)

Suppliers in this case is the government of KPK
Since its their own project in their own
territory, the supplier power is high
Local suppliers will find it real hard to have
security clearance and financial backup

Porter Five Forces

Competitive Rivalry:
High)

(Moderate to

The competitive rivalry is moderate in a

sense that few jeep rally and trip
organizers are currently in the market
However, as these rallies are supported
by provincial governments, so this may
result in a positive competition between
the Punjab and KPK government

4Ps Analysis
Product:
JEAP RALLY from Khanpur Dam toward
Abbottabad. The basic purpose of the
rally is to attract Tourist from all over
country as well from abroad.
With the help of this rally, KPK
government can attract many foreigners
to explore the real beauty and
attractiveness of the nature

 The whole package will include:

Jeep rally from Abottabad to Khanpur
Bonfire at Chamnaka
Cultural event at Durban
Main event at Khanpur Dam

 Price:
As the rally is for the tourism of the KPK
Province, the entry fee will be free in
order to attract as many people as
possible

 Place:

 Promotion: Many ways of promotions can

be used for Jeep Rally including:
ADVERTISING in mass media, Paper and Sign
boards.
Appointing Ambassadors like famous celebrities
, Politicians and Foreign Country Diplomats.
Through Social Media campaigns , inviting
Groups having interest.
Through Sponsorships (Dew, Sting, Shell, Total
etc.)