NAME OF THE COMPANY: Honda

NAME OF THE PRODUCT LAUNCH: Honda Rechargeable Car

Table of Contents
NAME OF THE PRODUCT LAUNCH: Honda Rechargeable Car.............................1
Table of Contents...................................................................................................1
INTRODUCTION OF THE COMPANY:........................................................................2
Honda Motor Co., Ltd., established in 1948, is Japan’s 3 automaker behind Toyota
and Nissan and the leading architect of motorcycles in the world. It is the world’s
leading producer of domestic incineration engines, counting its motorcycle and
power products businesses. The Company is standard globally worn for its
capability and leadership in budding and manufacturing a large variety of
products, series from small general-principle engines subject to sports cars that
include Honda's highly competent internal incineration engine technology. It has
global networks that consist of 434 auxiliary and associates, as well as 118
production facilities in 33 countries. .....................................................................2
More or less 11.5 million Honda engines are selling worldwide during the
economic year ended March 31, 2000. The company's car models include the
Accord, Legend, and Civic, alike the luxury Acura and the within reach a
gasoline-electric hybrid. Japan and North America each account for more than
40% of transaction.................................................................................................2
DESCRIPTION OF THE PRODUCT:...........................................................................2
Frameworks and Concepts required for the new product:.....................................3
Frameworks required launching:........................................................................3
Concepts:........................................................................................................ 3
Situational Analysis of the company:.....................................................................5
SWOT Analysis....................................................................................................5
Strengths......................................................................................................... 5
Weaknesses.....................................................................................................5
Opportunities...................................................................................................6
Threats............................................................................................................ 6
Porters Five Forces Analysis: ..........................................................................6
Honda Marketing-Mix:............................................................................................8
Products:.............................................................................................................8
Price:
........................................................................................................................... 9
Place:................................................................................................................ 10
PROMOTION:.....................................................................................................11

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Market Research on Honda odyssey:...................................................................12
Conclusion:.......................................................................................................... 12
REFERENCES........................................................................................................13
Books................................................................................................................ 13
Websites:.......................................................................................................... 13

INTRODUCTION OF THE COMPANY:

Honda Motor Co., Ltd., established in 1948, is Japan’s 3 automaker behind Toyota and
Nissan and the leading architect of motorcycles in the world. It is the world’s leading
producer of domestic incineration engines, counting its motorcycle and power products
businesses. The Company is standard globally worn for its capability and leadership in
budding and manufacturing a large variety of products, series from small general-
principle engines subject to sports cars that include Honda's highly competent internal
incineration engine technology. It has global networks that consist of 434 auxiliary and
associates, as well as 118 production facilities in 33 countries.

More or less 11.5 million Honda engines are selling worldwide during the economic year
ended March 31, 2000. The company's car models include the Accord, Legend, and
Civic, alike the luxury Acura and the within reach a gasoline-electric hybrid. Japan and
North America each account for more than 40% of transaction.

DESCRIPTION OF THE PRODUCT:

Honda Motor Co., Japan initiates one of its flagship commodities in the MPV section, namely
the Honda New Rechargeable Car. This Honda MPV model qualified a total alteration. A
new feature of Honda New Rechargeable Car is the framework that is more flat. For this,
Honda-Condensed height of the Honda New Rechargeable Car, as well as the roof. Even
so, the inner space of this MPV is wider than the earlier version. The total stature of this
MPV is now 1545 mm.

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Frameworks and Concepts required for the new product:

Frameworks required launching:

 Value-oriented framework, analyzing moral problems on the origin of the values

which they infringe (e.g. honesty, autonomy, privacy, transparency).
 Pledge holder-oriented framework evaluates moral problems on the origin of which
they affect (e.g. consumers, competitors, society as a whole).
 Process-oriented framework, analysing ethical problems in provisions of the
categories used by marketing authority (e.g. research, price, promotion, placement).

None of these frameworks permit by itself, a suitable and absolute tagging of the great variety
of issues in marketing morals.

Concepts:
Profit performance does not necessarily reproduce the value of marketing. Good performance
can be achieved because the company is in the right place in the right time, rather than having
a valuable marketing program (Kotler 1994). Cooper and Kleinschmidt point out a new
commodities achievement can be considered in many different ways such as success/failure,
profitability, reimburse, domestic market share, foreign market share, relative sales, relative
profits, actual sales vs. objectives, actual profits vs. objectives, scope of existing market
prospect and extent of new market opportunities (Cooper & Kleinschmidt 1987). There can
be other reasons for good concert. Kotler recommended that a mixture of concepts should be
worn in measuring the efficiency of marketing convention. The promotion value of a
company depends on a combination of five activities: Customer philosophy, integrated
marketing organization, sufficient marketing information, strategic orientation, and
operational efficiency? (D'Aquila Scheer 1992; Kotler 1977).

The principle of this study is to determine which marketing system has been used when
launching new high technology products into the foreign markets, and how efficient they
have been. In a broad sense, the marketing methods built-in marketing concept, product,
pricing, distribution, personal selling, advertising, publicity, promotion, market organization,
use of marketing consultants, market share, new product development, market segmentation,
positioning, differentiation, marketing planning, marketing information systems/ marketing
intelligence, and market research (D'Aquila Scheer 1992).

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There are FIVE competing concepts under which organizations perform their
marketing activities:
1. The Production Concept:
• Consumers will favour those products that are generally available and low in cost.
• Consequently increase production and scratch down costs.
• And build profit through volume.

2. The Product Concept:

The consumer admires well-made products and can appraise product quality and
performance.
• Consumers will support those products that offer the most quality, performance, or
modern features.
• Consequently, improve quality, performance and features.
• This would lead to increased sales and profits.
3. The Selling Concept:
The Making sales turn into primary function and consumer satisfaction secondary
• Consumers, if left alone, will not buy plenty of company’s products.
• Therefore, promote sales insistently.
• Moreover, build profit through quick turnover
4. The Marketing Concept
• The solutions to achieving organizational goal consist in shaping the needs and
requirements of intention markets and transportation the required satisfactions further
effectively and efficiently than opponent.
• In addition to build profit throughout customer satisfaction and loyalty.
5. The Societal Marketing Concept:
It is Marketing Concept of Society’s well being. Comparison of following three concerns
while setting marketing policies:
 Customer’s want satisfaction
 Society’s well being
 Company’s profits
The societal marketing concept holds that the organization’s job is to establish the needs,
requirements, and interests of target markets and to carry the desired satisfactions more in
reality and capably than competitors in a manner that conserve or improve the consumer’s

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and the society’s well being. It addresses variance between
consumer’s and firm’s short run wants and long term benefits.

Situational Analysis of the company:

These include the two types of analysis which are listed below. They are:-

1. SWOT Analysis

2. FORCES Analysis

The brief description of the above two are described below

SWOT Analysis
Strengths
• High and powerful research and development R&D

• Innovation

• Best market share leadership

• Strong and powerful brand equity

• Different and unique products

• One major strong point is the innovatory apparatus technology with the help of which
Honda is acquiring success day by day
• Reputation is termed as one of the best strength which results in growth for the company

Weaknesses
• Expenditure of Honda is high as compare to other automobile manufacturers

• Apart from Nissan & Toyota, Honda requires confidential purchase deposit

• Honda focus more on international deposits as compare to domestic deposits

• Civic model is consider as one of the major weakness for Honda-Company

• Honda-Commodities are termed as unobjectionable in terms of style and design

• Prices for non-luxury vehicles are far high as evaluate to other manufacturer

• In truck line, Honda-Company is not offering strong products and proposals

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Opportunities
• Honda gets best opportunity to use its R&D in manufacturing cars according to the needs
and demands of their customer. This is only possible because of the increase in demand for
less pollution cars.
• Rising market is one of the best chances for this company
• Various models are there which caters the lower segment

• Fuel efficiency is now a day termed as one of the best opportunity which can grades in the
best output for the company
• Association are the best opportunities for Honda-Company

• Honda-Can raise its production by focusing on sales and research

• They can gain more reputation by doing better research and development

Threats
• One of the major threats is the economic hold back

• All the external changes for occurrence taxes, politics as well as government are the major
threats for Honda-Company

• Another threat is the lower cost competitors

• Price war is also consider as an important threat for this company

• Oil prices are contributing a lot towards the loss of Honda-Company

• Second movers are the major threat for Honda-Company

• Substitute products are the major threats for the Honda-Company

Porters Five Forces Analysis:

Honda Motor Co. (HMC) was established by Soichiro Honda in 1946. Initially it starts
producing motorcycles in the mid 20th century and began manufacturing automobiles (the
Honda-Civic) in 1972. After the original Civic’s inception, Honda produced many variant of
this highly successful vehicle, such as the four-door sedan, wagons, hatchback, coupe, and
recently the hybrid. Honda at present has two automotive brands (Honda and Acura) and it
produces over 20 other vehicle models, such as the Accord, Element, Insight, Rechargeable
Car Minivan, Pilot SUV, and Ridgeline Truck, in addition to producing motorcycles and
power products. From the time when Honda began producing automobiles it has been a

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leader in producing fuel efficient and low emissions vehicles. In 1977 and 1983, Civic
models order first in U.S. fuel-economy tests. Honda has also introduced hybrid vehicles
such as the Insight, Civic, and Accord, in 1999, 2002, and 2004, correspondingly, with the
2006 Insight individual the most fuel efficient car of 2006. At present, Honda ranks sixth in
sales within the automotive industry. They have overseas plants in over 12 countries
including the U.K., Italy, Brazil, Taiwan, Indonesia, Malaysia, Thailand, Nigeria, U.S., and
Canada. Honda was increasing their production capacity worldwide in response to their
steady growth in total sales over the last few years. From 2002 to 2003, Honda increased
sales by 95,000 units, and from 2003 to 2004, sales increased by 259,000 units. With this
growth in sales Honda has seen an appropriate increase in its revenues (see Figure 7 in
Appendix A). In the future, Honda has stated that they will keep improving the fuel
efficiency of all their vehicles. They will go on to expand their production capability in Asia,
due to the expected increases in demand in those regions. In the U.S., they plan on launching
new models targeted to younger people to create a new base of loyal customers. Given
Honda’s past record on delivering high quality and fuel efficient vehicles, their strong
position in the current market, their strategic direction for the next few years, and the rising
costs of fuel worldwide, it is visible that Honda will have a strong presence in the automotive
market in the future.

1. Threat of New Entrants: It's true that the average person can't approach and start
manufacturing automobiles. Traditionally, it was thought that the American automobile
industry and the Big Three were safe. The appearance of foreign competitors with the capital,
mandatory technologies and management skills began to challenge the market share of North
American companies.
2. Power of Suppliers: The automobile supply business is quite fragmented (there are many
firms). Many suppliers rely on one or two automakers to procure a majority of their products.
If an automaker determined to switch suppliers, it could be disturbing to the previous
supplier's business. Consequently, suppliers are extremely liable to the demands and
requirements of the automobile manufacturer and embrace very little power.
3. Power of Buyers: Historically, the negotiate power of automakers went accepted. The
American consumers, however, became let down with many of the products being offered by
certain automakers and appear for alternatives, namely foreign cars. Alternatively, consumers
are very price sensitive; they don't have much buying power as they certainly not purchase
huge volumes of cars.

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4. Availability of Substitutes: Be careful and thorough when analyzing this factor: we are
not just talking about the threat of someone buying a different car. You need to also look at
the probability of people taking the bus, train or airplane to their destination. The higher the
cost of operating a vehicle, the more likely people will seek alternative transportation options.
The price of fuel has a large effect on consumers' decisions to buy vehicles. Trucks and sport
efficacy vehicles have higher profit margins, but they also scoff gas compared to smaller
sedans and light trucks. When determining the availability of alternative you should also
consider time, money, personal preference and convenience in the auto travel industry. Then
decide if one car maker pretence a big threat as a substitute.
5. Competitive Rivalry: Highly competitive industries usually earn low returns because the
cost of competition is high. The auto industry is measured to be an oligopoly, which helps to
reduce the effects of price-based competition. The automakers value that price-based
competition does not automatically lead to increases in the size of the marketplace.
Previously they have tried to avoid price-based competition, but more recently the
competition has intensified - rebates, preferred financing and long-term warranties have
helped to attract the customers, but they also put pressure on the profit margins for vehicle
sales

Honda Marketing-Mix:

Products:
Available Car Models

Honda-Jazz Honda-City-2008 Honda-Civic

Honda Accord-2008 Honda-Civic-Hybrid Honda-CR-V

Honda-CR-Z New Honda- New

Accord-Tourer Rechargeable Car
Features:
Looks and Design:
The look of the Honda-Cars is stunning or in other words we can say that it is an outstanding
design among its competitors.

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Interiors:
Interiors are radiantly designed, Multidimensional dash, Steering wheel with audio controls. I
pod connective music system, comfortable Seat, safety features like Airbags etc
Engine, Gearbox and Performance:
I-VTEC engine, Smoothest engine widely spaced gear ratios, Paddle shift, Ride and
Handling, Independent suspension on the front, Wheel base ,ABS, Dual air bags and EBD are
standard feature of this car.
Battery Construction:
Apart from all the above we also prefer the battery should run for at least 250 km for every
charge. So we can have the journey at least for 18 hours without any problem. The battery
should required all the facilities which are described below.
1. Excellent Design-Handle
2. Magic-Eye Indicator
3. Special Seal-Cover
4. Advanced Center-Lug
5. New Wrought High-Tin Calcium Grid
6. Upgrade Pasted-Cured Plate
7. Special Tissues which is used for Resistance and life-cycle.
8. Electric-Resistance envelop separator which is used for performance

Price:

Ex Showroom London

Honda Jazz basic Honda-City-2008 Honda- Honda-Civic 1.8 E MT

£ 11435 City 1.5 EMT £16378
Jazz Mode £13585 Honda-Civic 1.8 S MT
£11235 Honda-City 1.5 SMT £15675
Jazz Active £12895 Honda-Civic 1.8 V MT
£10098 Honda-City 1.5 SAT £14516
£13547 Honda-Civic 1.8 V AT
£19835

Honda Accord Honda-Civic Hybrid Honda-CR-V Honda-CR-V

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2008Honda Accord £31538 2.0 2WD(MT)
Elegance AT £30898
£25099 Honda-CR-V 2.4 CR-
Honda Accord 2.4 (Base V(M/T)
Model) £26169
£21294 Honda-CR-V 2.4 CR-V(A/T)
Honda Accord Inspire £33895
MT
£24656
Honda Accord Elegance
MT
£27389
Honda Accord Inspire
AT
£28456
Honda Accord V 6 3.5
£35659
Honda Accord V 6 3.5
Inspire
£36465
Honda Rechargeable
Car
£44689

Honda-Cars are costlier than the other cars in the same sector. It targets the people who need
a stupendous car in the segment in the case of design, comfort, quality and innovation.

Place:
The Honda-City, its first offering introduced in 1997, develops the U.K passenger car market
and has ever since been recognized as an engineering marvel in the U.K automobile industry.
The company has a capacity of manufacturing 100,000 cars.
Manufacturing Facility:

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Swindon’s manufacturing unit: Honda of the UK Manufacturing Ltd. High worth Road,
South Marston Swindon, SN3 4TZ
Capacity: 1,00,000 units annually (2009).
HSCI recently produces the All-New City, Civic and Accord models in U.K and the premium
SUV, CR-V is sold as a fully imported unit from Japan.
Standards: ISO 9001(Quality management) & ISO 14001(Environment management)
Sales and Distribution Network:
Strong sales and distribution network : 94 facilities and in 57 cities and 51 Exclusive
Dealership. HSCI dealerships are based on the “3S Facility” (Sales, Service, Spares) format,
offering complete range of services to its customers. Having established itself as a foremost
brand in the metros, the company is now focusing on increasing its presence in tier-II towns
and cities and plans to increase its dealership network to more than 100 by the end of 2008-
09 economic year.
The company is aims 100 dealer outlets across U.K by 2009, as per their growth policy which
is based on the ’1 dealer per 1000 cars’ formula.

PROMOTION:
Honda is a brand name for its quality and innovation. Honda was for no reason into an
aggressive promotional activities but the company always tried to maintain the quality and
created a brand image by providing better customer service. Honda-Car like Honda-City is
the largest seller in the segment and ranked fourth position in passenger car segment.
Considering the advertisement, Honda has been very suspicious and precise in their
advertisements. Honda always planned their image as most reliable brand, advanced
technology, eco friendly cars. Even allowing for the television commercials, Honda promoted
their hybrid car that runs without gasoline and emits water as the bye product rather than
advertising the specific brands existing in the market. The trailer was more concentrated to
the company’s technological development and eco friendly image which separate Honda
from the competitors.
Honda support their products in majority print media (Majority advertisements come in
magazines and national news papers). The customers were always aware of the company
policies of providing latest technology and promotion when ever necessary and also
remodelling the entire model after certain period of time. Allowing for the pilot model in
U.K, Honda-City the company had remodelled it thrice till the inception. Honda always tried
to create a surprise element during the launch of every model. The company plans to stage

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road shows, to display vehicles in the pavilions during various college celebration and
demonstration.

Market Research on Honda odyssey:

When Honda announced it would show a next-generation Rechargeable Car minivan thought
at the Chicago Auto Show, we supposed it would be one of the wild and crazy concepts that
automaker debuted at the Tokyo Auto show last year. We were wrong.

Instead, Honda has unveiled a concept that it says very closely resembles the 2011 production
model. At first glance we thought the new design strike of the wrong ideas coming out of
Honda these days, but just a few moments later and looking through our photos and we’re
already changing our minds. Honda hopes this concept and the production model to follow
will also change a few minds.

In fact, Honda designers set out to target the new Rechargeable Car at the minivan “fence-
sitters.” Through market research, Honda resolute that there are those who love the minivan,
those who hate it and those who like it practically but who don’t like the minivan image. So
to request to these potential customers Honda move the windshield familiar, added a unique
lighting-bolt style element to the side of the car, all while making it wider and sit lower to the
ground.

As a result of these changes the concept van gets even more cargo and passenger room
including more third-row leg room and (surprisingly) more third-row head room. We say
surprisingly because the roof seems to slope and yet head room has been increased.

During Honda’s press conference at the Chicago Auto Show, a company representative
confirmed that this concept is very close in shape and style to the upcoming production
model, which is expected to debut at the 2010 New York Auto Show. A cylinder-deactivation
V6 engine will return and Honda-Claims improved fuel economy of 19-mpg city and 28-mpg
highway, which should help the Rechargeable Car to maintain its segment-best fuel economy
rating.

Conclusion:

From the above we analyse that the Honda is committed to further advancing power train
technologies in order to offer new products and technologies that satisfy growing demand
from customers around the world for high fuel efficiency and to achieve more

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environmentally-friendly mobility that more people can enjoy. Honda will continue to
dedicate company resources to the creation of new technologies. Honda will also continue
making capital investments proactively to strengthen the flexibility and efficiency of its
global production network.

Setting customer satisfaction as our number one priority, Honda strives to provide the joy of
mobility to even more customers through the introduction of new technologies and new
products. When this is achieved, our sales should reach approximately 16 million units for
motorcycles, approximately 4 million units for automobiles, and approximately 6.5 million
units for power products by the end of the 9th Mid-term. In terms of sales revenue, this will
exceed 10 trillion yen.

Through all of these efforts, Honda’s goal is to be a company that society wants to exist, to
pursue the joy of mobility, and to extend this joy to more customers and to future generations.

REFERENCES

Books
• “Aaron Frank, (2003), Honda Motorcycles, Motor Books International, page 192”

• “Bruno Dyck, Mitchell Neubert, (2008), Management: Current Practices and New
Directions, Cengage Learning, page 624”

Websites:
• “www.bignerds.com”

• “www.suite101.com”

• “www.scribd.com”

• “www.ask.com”

• “www.answers.com”

• “www.allfreeessays.com”

• “www.oppapers.com”

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