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Dewan Farooque Motors Limited

Dewan Farooque Motors Limited (DFML) entered into an agreement with Hyundai Motor Company in 1998 to assemble and manufacture Hyundai vehicles in Pakistan. DFML has an annual production capacity of 20,000 vehicles across its passenger car and commercial vehicle lineup. DFML aims to expand its operations gradually and achieve 90% localization of vehicle parts by 2015. It has a long-term vision of becoming a key player in Pakistan's automobile industry and supporting related sectors such as engineering, electronics, and plastics.

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Ayesha Azam
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417 views3 pages

Dewan Farooque Motors Limited

Dewan Farooque Motors Limited (DFML) entered into an agreement with Hyundai Motor Company in 1998 to assemble and manufacture Hyundai vehicles in Pakistan. DFML has an annual production capacity of 20,000 vehicles across its passenger car and commercial vehicle lineup. DFML aims to expand its operations gradually and achieve 90% localization of vehicle parts by 2015. It has a long-term vision of becoming a key player in Pakistan's automobile industry and supporting related sectors such as engineering, electronics, and plastics.

Uploaded by

Ayesha Azam
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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An Introduction to Dewan Farooque Motors Limited (DFML)

Dewan is working under the Technical Licensing and Exclusive Distributor agreements with
Hyundai Motor Company, Korea's No. 1 and the world's seventh largest automobile
manufacturer. Dewan Farooque Motors is one of the key players in the automobile industry of
Pakistan offering an impressive line up of passenger cars and commercial vehicles.

On December 25, 1998, Dewan Farooque Motors Limited entered into Technical Licensing
Agreement with Hyundai Motor Company of South Korea for assembling and manufacturing of
Hyundai vehicles in Pakistan. The project cost was approximately Rs. 1.8 billion financed on a
58:42 Debt to Equity ratio, with the assembly plant's installed capacity of 20,000 vehicles
annually in two shifts.

An independent team of professionals in the areas of Marketing, Finance and Production are
working on the project. The vision of the group is to expand activities gradually in the
automobile industry with the introduction of a range of different vehicles. DFML has the
advantage of introducing a superior quality and cost competitive product to a market that was
dominated by Japanese manufacturers.

DFML has a long-term vision and plans to expand activities gradually in the automobile
industry, i.e. the mother of engineering industry; as a number of other sectors of the economy
depend on it, directly or indirectly, for their income. Some of these sectors are engineering,
electronics, metal, rubber and plastic. The ultimate aim is to achieve 90% localization by 2015.

STRATEGY ANALYSIS

Operations Strategies

An operations strategy, which specifies how operations can help implement the firm's corporate
strategy, basically operations strategy linked with long-term & short-term operations decisions to
corporate strategy. Corporate strategy defines the direction of an organization over a long term
and determines the goal that must be achieved by the organization.

Mission:

“Be the market leader in the passenger car segment.”

Mission Statement of the Company:

The mission of Dewan Mushtaq Group is to be the finest organization, and to conduct business
responsibly and in a straightforward way.
Their basic aim is to benefit the customers, employees and shareholders, and to fulfill their
commitment to the society.

Their hallmark is honesty, initiative and teamwork of their people, and ability to respond
effectively to change in all aspects of life including technology, culture and environment.

To create a work environment, which motivates, recognizes, and rewards achievements at all
levels of the organization, because in Allah they trust and in people they believe.

Environment:

In the opinion of DFML, both internal and external environment is really important and that can
be done by the environmental scanning by which the company monitors the trends Swithin the
socioeconomic environment, including the industry and the marketplace for the potential
opportunities and threads and also to stay ahead of the competitors.

 Target market:

 Small & Medium size businessman

 People who already have a car and are in need of a second family car.

 Professionals (Doctors, Engineers, Architects, Brokers, Insurance agents)

 Corporate Customers

 College & University Students

 Working Ladies & House Wives

Core Competencies:

1.Workforce: Being a large automobile assembling industry Dewan Farooque Motors Ltd have
well trained and experienced workforce that can manage multi-tasks and respond to the market
needs in a timely fashion.

2.Facilities: They have also well located plant, head-offices, warehouse and show-rooms give
them a primary advantage to handle a verity of products.

3.Market & financial know-How: They have a wide and flexible network of car distributors
and have acquired information system that can give them up to date information about their
warehouse and plant as well.

4.System & Technology: In Dewan Farooque Motors Ltd they have well organized and updated
information system that gives them a competitive edge among other automobile industry. All the
departments are interlinked through a strong ERP (Enterprise Resource Planner) system and the
link between head-office and assembling plant is through satellite.

Corporate Philosophy: The Group's corporate philosophy is based on following principles laid
down by its founders and predecessors:

-Credibility, integrity and honesty

-Straight forward business dealings

-Work as a worship

-Spirit of social service and human respect

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