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 Japans 3 automaker behind Toyota and Nissan and the leading architect of motorcycles in the world. It is the worlds 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 Market Research on Honda odyssey:....................................................................11 1| Page

Conclusion:...........................................................................................................12 REFERENCES........................................................................................................ 13 Books................................................................................................................13 Websites:..........................................................................................................13

INTRODUCTION OF THE COMPANY: Honda Motor Co., Ltd., established in 1948, is Japans 3 automaker behind Toyota and Nissan and the leading architect of motorcycles in the world. It is the worlds 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. Frameworks and Concepts required for the new product:
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Frameworks required launching:

Value-oriented framework, analyzing moral problems on the origin of the values which Pledge holder-oriented framework evaluates moral problems on the origin of which Process-oriented framework, analysing ethical problems in provisions of the categories

they infringe (e.g. honesty, autonomy, privacy, transparency).

they affect (e.g. consumers, competitors, society as a whole).

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). There are FIVE competing concepts under which organizations perform their marketing activities:
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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. The Making sales turn into primary function and consumer satisfaction secondary

3. The Selling Concept:

Consumers, if left alone, will not buy plenty of companys products. Therefore, promote sales insistently. Moreover, build profit through quick turnover 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.

4. The Marketing Concept

In addition to build profit throughout customer satisfaction and loyalty.

5. The Societal Marketing Concept: It is Marketing Concept of Societys well being. Comparison of following three concerns while setting marketing policies: Customers want satisfaction Societys well being Companys profits The societal marketing concept holds that the organizations 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 consumers and the societys well being. It addresses variance between consumers and firms short run wants and long term benefits.
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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 Civics 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 leader in
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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 Hondas 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 Accord-Tourer Features: Looks and Design:

New Honda- New Rechargeable Car

The look of the Honda-Cars is stunning or in other words we can say that it is an outstanding design among its competitors. Interiors: Interiors are radiantly designed, Multidimensional dash, Steering wheel with audio controls. I pod connective music system, comfortable Seat, safety features like Airbags etc
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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 11435 Jazz Mode 11235 Jazz Active 10098 Honda-City-2008 HondaCity 1.5 EMT 13585 Honda-City 1.5 SMT 12895 Honda-City 1.5 SAT 13547 Honda-Civic 1.8 E MT 16378 Honda-Civic 1.8 S MT 15675 Honda-Civic 1.8 V MT 14516 Honda-Civic 1.8 V AT 19835 Honda Accord 2008Honda Accord Elegance AT 25099 Honda-Civic Hybrid 31538 Honda-CR-V Honda-CR-V 2.0 2WD(MT) 30898 Honda-CR-V 2.4 CR-V(M/T)

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Honda Accord 2.4 (Base Model) 21294 Honda Accord Inspire 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

26169 Honda-CR-V 2.4 CR-V(A/T) 33895

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: Swindons 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.
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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 companys 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 road shows, to display vehicles in the pavilions during various college celebration and demonstration. Market Research on Honda odyssey:

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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 were 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 fencesitters. 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 dont 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 Hondas 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 environmentallyfriendly 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.
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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, Hondas 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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