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    Presentation of Honda Case Study

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    pardeepbth
    The automobile sector in India has grown rapidly since the 1990s. India has a high percentage of two-wheeler production and is second only to Taiwan. Global auto majors are interested in establishing manufacturing facilities in India, including in Andhra Pradesh. The government is also formulating an auto policy to guide the industry's growth. Honda is a large Japanese motorcycle manufacturer and the largest in India, known for motorcycles like the Unicorn and scooters like the Activa. Honda focuses on technology leadership through research and development and uses marketing strategies around promotion and understanding consumer behavior to achieve success against competitors like Yamaha, TVS, and Hero.

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    Presentation of Honda Case Study

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    pardeepbth
    883 views13 pages
    The automobile sector in India has grown rapidly since the 1990s. India has a high percentage of two-wheeler production and is second only to Taiwan. Global auto majors are interested in establishing manufacturing facilities in India, including in Andhra Pradesh. The government is also formulating an auto policy to guide the industry's growth. Honda is a large Japanese motorcycle manufacturer and the largest in India, known for motorcycles like the Unicorn and scooters like the Activa. Honda focuses on technology leadership through research and development and uses marketing strategies around promotion and understanding consumer behavior to achieve success against competitors like Yamaha, TVS, and Hero.

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    PRESENTATION OF HONDA CASE STUDY

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    The automobile sector in India has grown rapidly since the 1990s. India has a high percentage of two-wheeler production and is second only to Taiwan. Global auto majors are interested in establishing manufacturing facilities in India, including in Andhra Pradesh. The government is also formulating an auto policy to guide the industry's growth. Honda is a large Japanese motorcycle manufacturer and the largest in India, known for motorcycles like the Unicorn and scooters like the Activa. Honda focuses on technology leadership through research and development and uses marketing strategies around promotion and understanding consumer behavior to achieve success against competitors like Yamaha, TVS, and Hero.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    883 views13 pages

    Presentation of Honda Case Study

    Uploaded by

    pardeepbth
    The automobile sector in India has grown rapidly since the 1990s. India has a high percentage of two-wheeler production and is second only to Taiwan. Global auto majors are interested in establishing manufacturing facilities in India, including in Andhra Pradesh. The government is also formulating an auto policy to guide the industry's growth. Honda is a large Japanese motorcycle manufacturer and the largest in India, known for motorcycles like the Unicorn and scooters like the Activa. Honda focuses on technology leadership through research and development and uses marketing strategies around promotion and understanding consumer behavior to achieve success against competitors like Yamaha, TVS, and Hero.

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    The key takeaways are that the automobile sector in India has seen high growth rates, two-wheelers dominate production, and global automakers are interested in establishing manufacturing facilities in India. Honda is also discussed as the largest motorcycle manufacturer globally.

    The major motorcycle manufacturers in India discussed are Hero Honda, Bajaj Auto, TVS, Yamaha and Enfield, with Hero Honda having the largest market share.

    Honda's marketing strategy focuses on customer satisfaction and concentrates resources on greatest opportunities to increase sales and achieve sustainable advantage through promotion activities and accessing distribution channels.

    GENERAL REVIEW OF AUTOMOBILE SECTOR IN INDIA

    The Automobile sector is one of the fastest growing manufacturing sectors in India. In the 90s the industry witnessed an average growth rate of above 20 percent. Indian Automobile Industry is characterized by a very high percentage (75 per cent) of two wheeler production, ranking second only to Taiwan. The world leaders in the sector are evincing keen interest in establishing manufacturing facilities for manufacturing and assembling components. The interest of the state has been duly noted by Global Auto Majors, who have indicated their interest to consider Andhra Pradesh for establishing manufacturing facility. The Government is also formulating an Auto Policy, which would give a proper direction to the growth of the sector.

    INDUSTRY SCENARIO

    HERO HONDA

    Motorbikes

    75% market share

    BAJAJ AUTO LML TVS

    Motorbikes Scooter Motorbikes

    25% market share 05% market share 15% market share

    YAMAHA

    Motorbikes

    15% market share

    ENFIELD

    Motorbikes

    10% market share

    INTRODUCTION TO THE COMPANY


    Honda Motor Company, Ltd. is a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles. 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.

    MOTORCYCLES Honda is the largest motorcycle manufacturer in Japan and has been since it started production in 1955. At its peak in 1982, Honda manufactured almost 3 million motorcycles annually. By 2006 this figure had reduced to around 550,000 but was still higher than its three domestic competitors.

    HONDA BIKES AND SCOOTERS Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), the fully owned subsidiary of Honda Motor Company of Japan. Honda Company came to the Indian shores in 2004 with the launch of the sleek Honda Unicorn. Honda followed up its success with motorbikes by groundbreaking scooters like the Honda Activa, which has owners all over the country beaming with pride and pleasure.

    HONDA MOTOR CYCLES

    HONDA UNICORN
    Unicorn (Spoke Wheel) Alloy Wheel Honda Unicorn (Spoke Wheel) is the first motorcycle developed by Honda Motorcycle and Scooters India Pvt. Ltd.

    HONDA ETERNO

    HONDA DIO

    ACTIVA

    WHAT IS MARKETING STRATEGY OF HONDA

    Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal.

    PROMOTION
    Below the Line Promotion Above The Line Promotion

    CONSUMER BEHAVIOUR TOWARDS HONDA PRODUCTS

    SUCCESS FACTORS
    Access to essential unique resources Ability to achieve economies of scale Access to distribution channels Technological progress

    CONSUMER MARKETS
    Two-wheelers
    RESEARCH & DEVELOPMENT
    Technology leadership is the first step towards market leadership. Recognizing this, Honda motors have over the years built a completely integrated R&D center at Japan. With staff strength of over 300 engineers, this world class center is equipped with state of- the art facilities encompassing engine and vehicle design and testing, analysis, component testing, electrical and electronics laboratory materials laboratory and Trail manufacture.

    COMPETITORS OF HONDA
    YAMAHA
    TVS VICTOR

    HERO

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