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Transcript of markting Honda
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MISSION STATEMENT
We see "The Power of Dreams" as a way ofthinking that guides us and pushes usforward. The strength of our company comes
from this philosophy which is based onthe visionary principles of our founder,Soichiro Honda.
We see the world not as it is, but as it couldbe.We see the world through the eyes ofdreamers. Because we are a companyfounded by a dreamer. And we are acompany built on dreams.
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SLOGAN
HONDA official slogan is
THE POWER OF
DREAMSHONDA has never used its
slogan to sell its products
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INTRODUCTION
HONDA get started in 1930s.
Established as company on 24
sept.1948.Its main headquarter is in
TOKYO,JAPAN.
SOICHIRO HONDA, the founderTAKEO FUKUI,the CEO.
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1959 HONDA motor l ir t
l r i i NI D STATES.
IN1964 HONDAENTERS INTOTHE -1
RACE
1981HONA PRODUCESTHE1ST
EVERHONDA CITY CAR.
1983 HONDA CAME BACK TO 1
RACE
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CONT
1987 THE FIRST EVER AIR BAGSYSTEM WAS INTRODUCED.
1989 VTEC ENGINE WASINTRODUCED
NOW
HONDA is 5th largest automobilemanufacturer in the world,
2nd in Japan behind Toyota.
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HONDA ATLAS MOTORS
PAKISTANA joint venture between
HONDA Motor Company
Ltd.Japan and Atlas Group OfCompanies.
Started its working on 17 April
1993
Official inauguration by
President Farooq Ahmed Khan
Laghari.
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SWOT ANALYSISSTRENGTH
WEAKNESSOPPERTUNITY
THREAT
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STRENTHS
Brand name image
Smoother drive as compared tocompetitors
Efficient performance
Quality ISO Certification
Highly loyal, committed and motivated
employeesHardworking, experienced andqualified staff
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CONT
Bonuses and reward system for
employees
TechnologySTAY CLOSE TO CUSTOMERS.
UNDERSTAND THEIR NEEDS.
EXCEED THEIR EXPECTATIONS
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WEAKNESSES
Honda in Pakistan has a lower salesvalue than Suzuki and Toyota.
Its Distribution Centers are less
People of Lower Class are unwilling tobuy it because of its image as highstatus car
Hondas are expensive to buy andmaintain then its counterpart rivals.
It faces a long road in gaining trust andmaking ways to remove the image that
Hondas are unreliable cars.
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OPPORTUNITIES
Growing motorcycle market Estimated bikes 500,000 by the
end of 2007 compared to300,000 in 2005/2006
Customers realizing quality
matters, as problems arealready cropping up in newentrants models
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CONT
Initiatives and proposals in process for
coping with increased demand of bikes
Newer segments introduced with entryof new models, design, which still have
huge potential for growth
Karachi, a segment which has
tremendous potential for growth and
profitability.
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THREATS
Crucial economic conditions of
Pakistan can lead to the decreased
sales .WTO (World trade Order) opening local
markets for global competition
Competitors launching newer models
with stress on reduced price for our
price-sensitive economy proving
serious threat in near future
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CONT
The biggest threat for HONDA
is TOYOTA
HONDA rivalry is becoming
more intense by BMW &
CHEVROLET which are
opening up industries
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MARKETING MIXPRODUCT
PRICEPLACEMENT
PROMOTION
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PRODUCTS
Honda Atlas Cars (Pakistan)
Limited is offering different models
of Honda cars
motorcycles,generators,waterpumps in wide range of colors with
unique technological and other
features.
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CARS
Accord
CRV
Civic
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MOTORCYCLES
CD-125
CD-100
CD-70
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GENERATORS
EU1000iA
1000 watts, 120V
EU2000iA Camo
2000 watts, 120V
EU6500iSA
6500 watts, 120/240V
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PRICE
ACCORD: 4600000
CR-V : 4200000
CIVIC:
1900000(AUTOMATIC)
CIVIC: 1820000CITY: 1200000
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CONT
MOTOR CYCLES
CD125:72000CD100:75000
CD70:45000
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PLACEMENT
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PROMOTION
HONDA promotes its products
through;
Ads, billboards, tvSponsoring sports events
Customer service
Environment friendly automobiles
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COMPETITIVE ANALYSIS
Competitors
Comparative
Advantage
Positing Map
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COMPETITORS
TOYOTA
SUZUKI
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CONT
TOYOTA MAINLY STRESSES ON
INCREASING THE SALES VOLUME
AND BRAND NAME IMAGE
SUZUKI STREESES ON THE PRICES
AND IT COMPETES WITH DREAMS
SO
THERE IS A WAR OF SALES AND
PRICES WITH DREAMS
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COMPATATIVE ADVANTAGE
Suspension
Engine Quality
Brand Name
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POSIOTIONG MAP
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MARKETING STARTERGIES
MARKET SEGMENTATION
TARGET MARKET
MARKET POSITIONING
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MARKET
SEGMENTATION
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HONDA mented it mar et ina
ay t at it ACCORD CR-V i f orelite
lass
HONDACIVIC for ermiddle lassHONDACITY foronlymiddle lass
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TARGET MARKET
Honda North in particular and Honda
Motor Co. Ltd. In general always has
targeted upper class groups, upper
middle class, and middle class& have
been very successful in maintaining its
target market and providing with the
products of their needs.
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MARKET POSITIONING
HONDA HAS MAINTAINED ADISTINCTIVE IMAGE DUE TO ..
STRONG BRAND NAME
UNIQUE STYLE & DESIGN
COMFORT
SAFETY
LOGOSLOGAN THE POWER OF DREAMS
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SUGGESTIONS
To increase the productivity
Availability of spare parts
Mileages should be improvedControl prices
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THE END
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ANY QUESTIONPLEASE
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THANK YOU!!