31-07-2012, 12:40 PM
HONDA MOTOR CYCLES
50446581-marketing-strategy-of-hero-honda.doc (Size: 602.5 KB / Downloads: 82)
50446581-marketing-strategy-of-hero-honda.doc (Size: 602.5 KB / Downloads: 82)
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. Honda surpassed Nissan in 2001 to become the second-largest Japanese automobile manufacturer. As of August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in the United States. Honda was the seventh largest automobile manufacturer in the world behindToyota, General Motors, Volkswagen AG, Hyundai Motor Group, Ford, and Nissan in 2010.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand,Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet, scheduled to be released in 2012. Honda spends about 5% of its revenues into R&D
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.
During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese motorcycle market and began exporting to the U.S. Working with the advertising agency Grey Advertising, Honda created an innovative marketing campaign, using the slogan "You meet the nicest people on a Honda." In contrast to the prevailing negative stereotypes of motorcyclists in America as tough, antisocial rebels, this campaign suggested that Honda motorcycles were made for the everyman. The campaign was hugely successful; the ads ran for three years, and by the end of 1963 alone, Honda had sold 90,000 motorcycles.
Taking Honda’s story as an archetype of the smaller manufacturer entering a new market already occupied by highly dominant competitors, the story of their market entry, and their subsequent huge success in the U.S. and around the world, has been the subject of some academic controversy. Competing explanations have been advanced to explain Honda’s strategy and the reasons for their success.
The first of these explanations was put forward when, in 1975, Boston Consulting Group (BCG) was commissioned by the UK government to write a report explaining why and how the British motorcycle industry had been out-competed by its Japanese competitors. The report concluded that the Japanese firms, including Honda, had sought a very high scale of production (they had made a large number of motorbikes) in order to benefit from economies of scale and learning curve effects. It blamed the decline of the British motorcycle industry on the failure of British managers to invest enough in their businesses to profit from economies of scale and scope.
2004 Honda Super Cub
The second explanation was offered in 1984 by Richard Pascale, who had interviewed the Honda executives responsible for the firm’s entry into the U.S. market. As opposed to the tightly focused strategy of low cost and high scale that BCG accredited to Honda, Pascale found that their entry into the U.S. market was a story of “miscalculation, serendipity, and organizational learning” – in other words, Honda’s success was due to the adaptability and hard work of its staff, rather than any long term strategy. For example, Honda’s initial plan on entering the U.S. was to compete in large motorcycles, around 300 cc. It was only when the team found that the scooters they were using to get themselves around their U.S. base of San Francisco attracted positive interest from consumers that they came up with the idea of selling the Super Cub.
The most recent school of thought on Honda’s strategy was put forward by Gary Hamel and C. K. Prahalad in 1989. Creating the concept of core competencies with Honda as an example, they argued that Honda’s success was due to its focus on leadership in the technology of internal combustion engines. For example, the high power-to-weight ratio engines Honda produced for its racing bikes provided technology and expertise which was transferable into mopeds. Honda's entry into the U.S. motorcycle market during the 1960s is used as a case study for teaching introductory strategy at business schools worldwide.
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 Bikes India, in order to differentiate them from Honda products are going high on innovative technology. Honda bikes and Honda scooters today are sure to provide you with something different from the average two-wheeler on the road. Honda bikes needs to do that to compete against its own collaboration, Honda , and build its separate market share. So right now, Honda consumers have everything going for them.
Honda's bikes in India have fuel injection technology which is designed to realize ideal combustion, which results in delivering maximum power output, greatly improved fuel efficiency and yet be environment-friendly. Honda Bikes India have been well received in the market and have created new benchmarks in their respective categories.
HONDA MOTOR CYCLES
Honda Shine
Honda Shine Spoke
Now is the time for you to drive in style the new Honda Shine Spoke in India. Any Honda Bike is a great product to covet and own. The Honda Shine price in India is reasonable and the Bike surely appeals to all youngsters as a personal choice and as an ideal city commute. The Shine Bike has a neat look along with a great rev-up and acceleration. Take a few minutes to read the new Honda Shine Review here!
An inspiring piece in the 125 cc motorcycle segment, the Honda Shine delivers excellent power, superior technology, and awesome looks. This bike sets new benchmarks in the 125 cc segment by its engine efficiency, aesthetics, and low maintenance cost. The Honda Shine delivers 55-60 kmpl in the city and picks up a speed of 60 kmph from zero within 5.5 seconds. Its Ergotec designing technology provides responses quick enough to zip and swerve through city crowds effortlessly. The bike has multi mapping CDI, CV carburettor, tumble flow combustion chamber, long intake pipe and connecting tube, two-way Air Jacket and pulse exhaust system. The Honda Shine 125 cc is available with a two-year warranty that can be topped with an additional three years warranty from the manufacturer. This variant is available in spoke wheels.