Hero Honda For Satisfaction To The Consumer Report

EXECUTIVE
SUMMARY
MARKETTING STRATEGIES OF HONDA
Executive Summary
Business Summary

Honda Motor Co., Ltd., together with its s!sidiaries, engages in the de"e#o$%ent, %an&a'tre,
and distri!tion o& %otor'('#es, ato%o!i#es, and $ower $rod'ts $ri%ari#( in North A%eri'a,
Ero$e, and Asia. Its %otor'('#e #ine 'onsists o& !siness and 'o%%ter %ode#s, as we## as
s$orts %ode#s, in'#ding tria# and %otor)'ross ra'ing* a## terrain "ehi'#es* $ersona# water'ra&ts*
and %#ti ti#it( "ehi'#es. The 'o%$an( a#so $rod'es "arios ato%o!i#e $rod'ts, in'#ding
$assenger 'ars, %ini"ans, %#ti)wagons, s$ort ti#it( "ehi'#es, and %ini 'ars* and $ower $rod'ts
'o%$rising ti##ers, $orta!#e generators, genera#)$r$ose engines, grass 'tters, ot!oard %arine
engines, water $%$s, snow throwers, $ower 'arriers, $ower s$ra(ers, #awn %owers and #awn
tra'tors, ho%e)se 'ogeneration nits, thin &i#% so#ar 'e##s ho%e se, and $!#i' and indstria#
ses. In addition, it se##s s$are $arts and $ro"ides a&ter sa#es ser"i'es are throgh retai# dea#ers, as
we## as in"o#"es in retai# #ending, #easing to 'sto%ers, and other &inan'ia# ser"i'es, s'h as
who#esa#e &inan'ing to dea#ers. The 'o%$an( was &onded in +,-. and is !ased in To/(o, 0a$an
CONTENTS
1. Introduction
2. Company ro!i"e
#. Importance $ Scope
%. Re&earc' O()ective&
*. +ypot'e&i&
,. Re&earc' Met'odo"o-y
.. /ata Ana"y&i&
0. 1indin-&
2. Su--e&tion&
13. 4imitation&
11. 5i("io-rap'y
12. Annexure
INTRODUCTION
INTRO/UCTION
Honda has !een the wor#d1s #argest %otor'('#e %an&a'trer sin'e +,2,, as we## as the wor#d1s
#argest %an&a'trer o& interna# 'o%!stion engines %easred !( "o#%e, $rod'ing %ore than
+- %i##ion interna# 'o%!stion engines ea'h (ear. Honda sr$assedNissan in 344+ to !e'o%e the
se'ond)#argest 0a$anese ato%o!i#e %an&a'trer. As o& Agst 3445, Honda
sr$assed Chr(s#er as the &orth #argest ato%o!i#e %an&a'trer in the 6nited States. Honda is
the si7th #argest ato%o!i#e %an&a'trer in the wor#d.
Honda was the &irst 0a$anese ato%o!i#e %an&a'trer to re#ease a dedi'ated #7r(
!rand, A'ra, in +,5.. Aside &ro% their 'ore ato%o!i#e and %otor'('#e !sinesses, Honda a#so
%an&a'tres garden e8i$%ent, %arine engines, $ersona# water'ra&t and $ower generators,
a%ongst others. Sin'e +,5., Honda has !een in"o#"ed with arti&i'ia# inte##igen'e9ro!oti's
resear'h and re#eased their ASIM Oro!ot in 3444. The( ha"e a#so "entred into aeros$a'e with
the esta!#ish%ent o& GE Honda Aero Engines in 344- and the Honda HA)-34 Honda0et,
s'hed#ed to !e re#eased in 34++. Honda s$ends a!ot 2: o& its re"enes into R;D.
COMPANY
PROFILE
+i&tory o! +onda
Fro% a (ong age, Honda1s &onder, Soi'hiro Honda < , Honda Sichir= had a great
interest in ato%o!i#es. He wor/ed as a %e'hani' at a 0a$anese tning sho$, Art Sho/ai, where
he tned 'ars and entered the% in ra'es. A se#&)taght engineer, he #ater wor/ed on a $iston
design whi'h he ho$ed to se## to To(ota. The &irst dra&ts o& his design were re>e'ted, and Soi'hiro
wor/ed $ainsta/ing#( to $er&e't the design, e"en going !a'/ to s'hoo# and $awning his wi&e1s
>ewe#r( &or 'o##atera#. E"enta##(, he won a 'ontra't with To(ota and !i#t a &a'tor( to 'onstr't
$istons &or the%, whi'h was destro(ed in an earth8a/e. De to a gaso#ine shortage dring ?or#d
?ar II, Honda was na!#e to se his 'ar, and his no"e# idea o& atta'hing a s%a## engine to his
!i'('#e attra'ted %'h 'riosit(. He then esta!#ished the Honda Te'hni'a# Resear'h Institte
in Ha%a%ats, 0a$an, to de"e#o$ and $rod'e s%a## 3)'('#e %otor!i/e engines. Ca##ing $on
+5,444 !i'('#e sho$ owners a'ross 0a$an to ta/e $art in re"ita#i@ing a nation torn a$art !( war,
Soi'hiro re'ei"ed enogh 'a$ita# to engineer his &irst %otor'('#e, the Honda C!. This %ar/ed
the !eginning o& Honda Motor Co%$an(, whi'h wo#d grow a short ti%e #ater to !e the wor#d1s
#argest %an&a'trer o& %otor'('#es !( +,.-.
The &irst $rod'tion ato%o!i#e &ro% Honda was the TA.4 %ini $i'/)$ tr'/, whi'h went on
sa#e in Agst +,.A.
B+4C
Dowered !( a s%a## A2. '' straight)- gaso#ine engine, it was '#assi&ied
nder the 'hea$er Kei 'ar ta7 !ra'/et.
Bcitation neededC
The &irst $rod'tion 'ar &ro% Honda was
the S244 s$orts 'ar, whi'h &o##owed the TA.4 into $rod'tion in O'to!er +,.A. Its 'hain dri"en
rear whee#s $oint to Honda1s %otor'('#e origins.
Company Name
Honda Motor Co., Ltd.
Head Office
1-1, 2-chome, Minami-Aoyama, Minato-ku, Tokyo 107-8556, a!an
Te"# $81-%0&'-'(2'-1111
Established
)e!tem*er 2(, 1+(8
President & CEO
Takano*u ,to
Capital
-86 *i""ion %a. o/ March '1, 2010&
Sales (Results of fiscal 200!
Con.o"idated# -8,57+,17( mi""ion
0ncon.o"idated# -2,717,7'6 mi""ion
"otal number of employees
Con.o"idated# 176,815 %a. o/ March '1, 2010&
0ncon.o"idated# 26,121 %a. o/ March '1, 2010&
Consolidated subsidiaries
'+0 .u*.idiarie. %a. o/ March '1, 2010&
Chief Products
Motorcyc"e., automo*i"e., !o1er !roduct.
Aoyama 2ui"din3
4ako 2ui"din3
CORPOR#"E PRO$%&E
Honda Motor Co., Ltd. o!erate. under the *a.ic !rinci!"e. o/ 56e.!ect /or the ,ndi7idua"5 and
5The Three oy.5 8 common"y e9!re..ed a. The oy o/ 2uyin3, The oy o/ )e""in3 and The
oy o/ Creatin3. 56e.!ect /or the ,ndi7idua"5 re/"ect. our de.ire to re.!ect the uni:ue
character and a*i"ity o/ each indi7idua" !er.on, tru.tin3 each other a. e:ua" !artner. in
order to do our *e.t in e7ery .ituation. 2a.ed on thi., 5The Three oy.5 e9!re..e. our *e"ie/
and de.ire that each !er.on 1orkin3 in, or comin3 into contact 1ith our com!any, direct"y or
throu3h or !roduct., .hou"d .hare a .en.e o/ ;oy throu3h that e9!erience. ,n "ine 1ith the.e
*a.ic !rinci!"e., .ince it. e.ta*"i.hment in 1+(8, Honda ha. remained on the "eadin3 ed3e
*y creatin3 ne1 7a"ue and !ro7idin3 !roduct. o/ the hi3he.t :ua"ity at a rea.ona*"e !rice,
/or 1or"d1ide cu.tomer .ati./action. ,n addition, the Com!any ha. conducted it. acti7itie.
1ith a commitment to !rotectin3 the en7ironment and enhancin3 .a/ety in a mo*i"e .ociety.
The Com!any ha. 3ro1n to *ecome the 1or"d<. "ar3e.t motorcyc"e manu/acturer and one o/
the "eadin3 automaker.. 4ith a 3"o*a" net1ork o/ (+2= .u*.idiarie. and a//i"iate. accounted
/or under the e:uity method, Honda de7e"o!., manu/acture. and market. a 1ide 7ariety o/
!roduct., ran3in3 /rom .ma"" 3enera"-!ur!o.e en3ine. and .cooter. to .!ecia"ty .!ort. car.,
to earn the Com!any an out.tandin3 re!utation /rom cu.tomer. 1or"d1ide.
Honda In India
Honda Sie# Cars India Ltd., <HSCI= was in'or$orated in De'e%!er +,,2 as a >oint "entre
!etween Honda Motor Co. Ltd., 0a$an and Sie# Li%ited, a Siddharth Shrira% Gro$ 'o%$an(,
with a 'o%%it%ent to $ro"iding HondaEs #atest $assenger 'ar %ode#s and te'hno#ogies, to the
Indian 'sto%ers. The tota# in"est%ent %ade !( the 'o%$an( in India ti## date is Rs +.34 'rores
in Greater Noida $#ant and Rs F5- 'rores in Ta$/ara $#ant.
HSCIEs &irst state)o&)the)art %an&a'tring nit was set $ at Greater Noida, 6.D in +,,F. The
green)&ie#d $ro>e't is s$read a'ross +24 a'res o& #and <o"er .,44,444 s8. %.=.
The anna# 'a$a'it( o& this &a'i#it( is +44,444 nits. The 'o%$an(Es se'ond %an&a'tring
&a'i#it( is in Ta$/ara, Ra>asthan. This &a'i#it( is s$read o"er .44 a'res and wi## ha"e an initia#
$rod'tion 'a$a'it( o& .4,444 nits $er ann%, with an in"est%ent o& a!ot Rs +,444 'rore. The
&irst $hase o& this &a'i#it( was inagrated in Se$te%!er 3445.
The 'o%$an(Es $rod't range in'#des Honda 0a@@, Honda Cit(, Honda Ci"i' and Honda A''ord
whi'h are $rod'ed at the Greater Noida &a'i#it( with an indigeni@ation #e"e# o& FF:, F.:, F-:
and 35: res$e'ti"e#(. The CR)G is i%$orted &ro% 0a$an as Co%$#ete#( Hi#t 6nits. HondaEs
%ode#s are strong#( asso'iated with ad"an'ed design and te'hno#og(, a$art &ro% its esta!#ished
8a#ities o& dra!i#it(, re#ia!i#it( and &e#)e&&i'ien'(.
6or"d 6ide Me&&a-e 5y +onda
Strivin- to (ecome a company t'at &ociety 7ant& to exi&t (y &tren-t'enin- t'e core
princip"e& o! +onda
4oo8in- (ac8 over t'e pa&t !i&ca" year
Last (ear !roght $ositi"e signs o& e'ono%i' re'o"er(, in'#ding in'reased 'ons%er s$ending
in 0a$an and the 6.S. and e7$e'ted e'ono%i' e7$ansion in Asia and de"e#o$ing nations. At the
sa%e ti%e, 'on'erns a!ot the e'ono%i' downtrn, 'redit 'rn'h, and ne%$#o(%ent $ersisted
in the 6.S. and Ero$e. Moreo"er, regard#ess o& regiona# di&&eren'es, there was new %o"e%ent
to drasti'a##( red'e greenhose gas e%issions, $ri%ari#( CO3. In these wa(s, 344, showed that
&rther %anage%ent e&&ort and en"iron%enta# a'tion were re8ired in the near &tre. 6nder s'h
'ir'%stan'es, Honda res$onded swi&t#( and s$e'i&i'a##( to the needs o& so'iet( and 'sto%ers in
ea'h region. Throgh resear'h and de"e#o$%ent, we wor/ed "igoros#( to $rod'e ad"an'ed
te'hno#ogies &or sa&et( and en"iron%enta# re8ire%ents. Throgh $rod'tion, we addressed
'hanges in regiona# needs in a &#e7i!#e %anner, esta!#ishing a I%ta##( 'o%$#e%entar(J s(ste%
o& %an&a'tring $arts and &inished "ehi'#es in ea'h region. Throgh sa#es, we re#eased $rod'ts
with new "a#e !( enhan'ing e'o)res$onsi!#e "ehi'#es and widened the range o& or $rod't
#ine$. As a res#t, o"er the #ast (ear a#one, we de#i"ered %otor'('#es, ato%o!i#es, and genera#)
$r$ose $rod'ts to a tota# o& %ore than 3A %i##ion 'sto%ers arond the wor#d.
Strivin- to (ecome a company t'at &ociety 7ant& to exi&t
De to g#o!a# $o#iti'a# and e'ono%i' 'hanges, the !siness en"iron%ent srrond) ing Honda
re%ains n'ertain a%id growing so'ia# 'on'ern a!ot en"iron%enta# 'ha##enges. Howe"er, no
%atter how 'onsidera!#e these 'hanges %a( !e, Honda wi## win the trst o& or 'sto%ers and
a$$ea# to 'sto%ers as !e&ore !( 'reating te'hno#ogies and $rod'ts with new "a#e that
anti'i$ate 'sto%er needs and so'ia# re8ire%ents. ?e !e#ie"e this is the wa( &or Honda to
$ro'eed, !ased on or &onding $rin'i$#es. To a'hie"e these goa#s, Honda wi## wor/ to i%$ro"e
$rod't 8a#it(, sa&et(, and en"iron%enta# $er&or%an'e as we## as $ro%oting resear'h and
de"e#o$%ent o& ne7t)generation %o!i#it( te'hno#ogies s'h as &e#)'e## e#e'tri' "ehi'#es and
!atter()$owered EGs. Additiona##(, we wi## &o's on &tre $rod't de"e#o$%ent to e7$and the
%ar/et &or h(!rid "ehi'#es, whi'h are 'rrent#( the %ost e&&e'ti"e in red'ing CO3 e%issions.
And, we wi## 'ontine or e&&orts to !e'o%e a 'o%$an( that so'iet( wants to e7ist throgh g#o!a#
a'ti"ities to %ini%i@e en"iron) %enta# i%$a't in a## o& or !siness a'ti"ities in'#ding
$rod'tion, distri!tion, and sa#es, whi#e $ro%oting sa&e dri"ing and engage%ent in other so'ia#
a'ti"ities.
Manu!acturin- $ /i&tri(ution
Stren-t'enin- our manu!acturin- &y&tem !rom t'e per&pective o! our cu&tomer& and t'e
environment
Csto%er needs "ar( de$ending on the region. To de#i"er $rod'ts that satis&( 'sto%ers in a##
regions, Honda esta!#ished a %an&a'tring s(ste% that ra$id#( and &#e7i!#( res$onds to
'sto%er re8ests at a## $rod'tion !ases arond the wor#d. ?ith this %an&a'tring s(ste%, we
are stri"ing to &rther i%$ro"e the 8a#it( o& or $rod'ts and %ini%i@e or en"iron%enta#
&oot$rint dring %an&a'tring.
Thin)%e%!rane so#ar 'e## $ane#s at Dong&eng Honda <?han, China=
Stren-t'enin- manu!acturin- capa(i"itie& and environmenta" mea&ure& on a -"o(a" (a&i&
Hased on its 'o%%it%ent to !i#d $rod'ts '#ose to the 'sto%er, Honda has $rsed #o'a#
$rod'tion &ro% its ear#( da(s. ?e &irst !egan o"erseas %otor'('#e $rod'tion in He#gi% in
+,.A and !e'a%e the &irst 0a$anese ato%a/er to $rod'e ato%o!i#es in the 6.S. in +,53. H(
&o'sing on #o'a#i@ation ear#( on, e"en in the areas o& de"e#o$%ent and sa#es, we ha"e !een a!#e
to res$ond to 'hanges in $rod't de%and and s$$#( %ore $ro%$t#( and in'rease or 8a#it( and
'ost 'o%$etiti"eness in ea'h %ar/et. Moreo"er, we ha"e !een wor/ing on esta!#ishing a
%ta##( 'o%$#e%entar( $arts and "ehi'#e %an&a'tring networ/ a%ong 'ontries within a
region so that we 'an res$ond to 'hanging de%and in ea'h region %ore e&&e'ti"e#( and &#e7i!#(.
?e ha"e a#so 'entered on a'ti"ities that i%$ro"e 8a#it( at $rod'tion !ases arond the wor#d
and that red'e en"iron%enta# i%$a'ts dring %an&a'tring and distri!tion. In 344,, we !egan
o$erations at the Ogawa $#ant in 0a$an with e7tre%e#( high resor'e and energ( e&&i'ien'(.
Meanwhi#e, we are $ro%oting the insta##ation o& so#ar $ane#s at or o&&i'es and $#ants. Throgh
i%$ro"ed $rod'tion s(ste%s that ta/e into 'onsideration regiona# 'hara'teristi's and enhan'ed
en"iron%enta# %easres, we wi## &#e7i!#( and e&&e'ti"e#( $ro"ide high)8a#it( $rod'ts in an
en"iron%enta##( res$onsi!#e wa(.
Motor'('#e $#ant <Thai#and=
Dower $rod'ts asse%!#( <Fran'e=
Corporate pro!i"e and divi&ion&
Honda head8arters !i#ding in 0a$an
+onda is head8artered in Minato, To/(o, 0a$an. Their shares trade on the To/(o Sto'/
E7'hange and the New Kor/ Sto'/ E7'hange, as we## as e7'hanges in Osa/a, Nago(a, Sa$$oro,
K(oto, F/o/a, London, Daris and Swit@er#and.
The 'o%$an( has asse%!#( $#ants arond the g#o!e. These $#ants are #o'ated in China, the
6nited States, Da/istan, Canada, Eng#and, 0a$an, He#gi%, Hra@i#, New Lea#and, Indonesia,
India, Thai#and, Tr/e( and DerM. As o& 0#( 34+4, 5, $er'ent o& Honda and A'ra "ehi'#es so#d
in the 6nited States were !i#t in North A%eri'an $#ants, $ &ro% 53.3 $er'ent a (ear ear#ier.
This shie#ds $ro&its &ro% the (enEs ad"an'e to a +2)(ear high against the do##ar.
Honda1s Net Sa#es and Other O$erating Re"ene !( Geogra$hi'a# Regions in 344F
9eo-rap'ic Re-ion Tota" revenue :in mi""ion& o! ;<
0a$an +,.5+,+,4
North A%eri'a 2,,54,5F.
Ero$e +,3A.,F2F
Asia +,35A,+2-
Others ,42,+.A
A%eri'an Honda Motor Co%$an( is !ased in Torran'e, Ca#i&ornia. Honda Canada In'. is
head8artered in the S'ar!orogh distri't o& Toronto, Ontario, and is !i#ding new 'or$orate
head8arters in Mar/ha%, Ontario, s'hed#ed to re#o'ate in 3445* their %an&a'tring
di"ision, Honda o& Canada Man&a'tring, is !ased in A##iston, Ontario. Honda has a#so 'reated
>oint "entres arond the wor#d, s'h as Honda Sie# Cars and Hero Honda Motor'('#es in
India, Gang@ho Honda and Dong&eng Honda in China, and Honda At#as in Da/istan.
Current mar8et po&ition
?ith high &e# $ri'es and a wea/ 6.S. e'ono%( in 0ne 3445, Honda re$orted a +: sa#es
in'rease whi#e its ri"a#s, in'#ding the Detroit Hig Three and To(ota, ha"e re$orted do!#e)digit
#osses. Honda1s sa#es were $ a#%ost 34 $er'ent &ro% the sa%e %onth #ast (ear. The Ci"i' and
the A''ord were in the to$ &i"e #ist o& sa#es. Ana#(sts ha"e attri!ted this to two %ain &a'tors.
First, Honda1s $rod't #ine$ 'onsists o& %ost#( s%a## to %id)si@e, high#( &e#)e&&i'ient "ehi'#es.
Se'ond#(, o"er the #ast ten (ears, Honda has designed its &a'tories to !e &#e7i!#e, in that the( 'an
!e easi#( retoo#ed to $rod'e an( Honda %ode# that %a( !e in)de%and at the %o%ent.
Nonethe#ess, Honda, Nissan, and To(ota, were sti## not i%%ne to the g#o!a# &inan'ia# 'risis o&
3445, as these 'o%$anies red'ed their $ro&ita!i#it( &ore'asts. The e'ono%i' 'risis has !een
s$reading to other i%$ortant $#a(ers in the "ehi'#e re#ated indstries as we##. In No"e%!er 344,
the Nihon Kei@ai Shin!n re$orted that Honda Motor e7$orts ha"e &a##en .-.+:.
At the 3445 Hei>ing Ato Show, Honda $resented the Li Nian <N'on'e$tN or NideaN= 2)door
hat'h!a'/ and annon'ed that the( were #oo/ing to de"e#o$ an entr()#e"e# !rand e7'#si"e#( &or
the Chinese %ar/et si%i#ar to To(ota1s S'ion !rand in the 6SA. The !rand wo#d !e de"e#o$ed
!( a 24)24 >oint)"entre esta!#ished in 344F with Gang@ho Ato%o!i#e Indstr( Gro$.
Fo##owing the 0a$anese earth8a/e and tsna%i in Mar'h 34++ Honda annon'ed $#ans to ha#"e
$rod'tion at its 6K $#ants. The de'ision was %ade to $t sta&& at the Swindon $#ant on a 3 da(
wee/ nti# the end o& Ma( as the %an&a'trer strgg#ed to sor'e s$$#ies &ro% 0a$an. It1s
thoght arond 33,244 'ars were $rod'ed dring this $eriod.
ROMOTIONA4 STRATE9IES O1 +ON/A
/ream T'e Impo&&i("e===
O6ER O1 /REAMS > +ON/A

Super Cu( :2330<
the S$er C! %ade Honda what it is toda(. In 3445, 24 (ears and .4 %i##ion nits #ater, the
S$er C! sti## 'ontines to e"o#"e.
En-ine& :2330<
Honda has annon'ed NEngines,N a new g#o!a# ad"ertise%ent ai%ed at in'reasing awareness o&
how Honda1s ad"an'ed engines 'an he#$ in $reser"ing the en"iron%ent.
1C? :233.<
The g#o!a# ad NFCO Con'e$tN e%$hasi@es HondaEs #eadershi$ in en"iron%enta# $er&or%an'e
throgh ad"an'ed te'hno#og(.
&8y :233,<
Ns/(N signi&ies Honda1s rea#i@ation o& a drea% to !ring %o!i#it( &or e"er(one to the third
di%ension, the s/(, with the introd'tion o& the Honda0et.
cap@ :233,<
The s(%!o#i' se o& the Honda green 'a$, worn !( Honda Asso'iates, e7$resses two %essages )
the &n that Honda e%$#o(ees en>o( throgh wor/ing at Honda and how that &n is e%!edded in
e"er( Honda ato%o!i#e, %otor'('#e and $ower $rod't.
In the ani%ated %o"ie N'a$9,N a !o( $i'/s $ a green 'a$ ) not >st an( 'a$, !t a Honda green
'a$ ) and on'e he wears it, is ta/en to the wor#d o& Honda where he e7$erien'es the 'reati"it(
that e"er( Honda e%$#o(ee !rings to the 'o%$an( ) trning drea%s s'h as ASIMO and
Honda0et into rea#it(, and %a/ing Honda one o& the %ost inno"ati"e 'o%$anies in the wor#d.
)et@ :233*<
The %oti& o& HondaEs new G#o!a# Ad is the e7$eri%enta# Honda0et, whi'h %ade its de!t in 0#(,
3442 at IAir"entre,J a $ro%inent air'ra&t e"ent in the 6SA. Honda0et rea#i@es a Honda
&onderEs drea%.
The %o"ie I>et9J is set in a 8iet airstri$. Two %en in !#e o"era##s ride a tattered S$er C!
down a deserted hangar. ?ho 'o#d te## that these two, Ri'hard Gritter and Da"e ?est, were
indeed the test $i#ots &or the e7$eri%enta# Honda0et, as the( &#ew o&& into the e"ening s/(...
run@ :233*<
Sin'e de"e#o$%ent o& the &irst ASIMO in 3444, ASIMO has grown in $o$#arit( arond the
wor#d, and has de"e#o$ed a g#o!a# i%age o& adora!i#it( and &riend#iness. The /e( ai% in HondaEs
new g#o!a# !randing ad"ertise%ent is to %aintain ASIMOEs g#o!a# i%age, whi#st 'o%%ni'ating
the new ASIMO $rotot($eEs &eatre <ASIMO rnsP= with a to'h o& h%or. In .4J %o"ie Irn9J,
the new ASIMO $rotot($e and an e#der#( gent#e%an engage in a #itt#e ra'e down an air$ortEs
%o"ing wa#/wa(.
+ondaAet :233*<
The %oti& &or this (earEs wor#dwide 'or$orate ad"ertising is the Honda0et. In 344A, a hndred
(ears a&ter the ?right Hrothers %ade their $ioneering &#ight* the Honda0et soared o"er North
Caro#ina on its %aiden &#ight. Honda has again rea#i@ed the $ower o& drea%s, !( adding a new
di%ension to the $rsit o& %o!i#it(. ?e want to share this signi&i'ant a'hie"e%ent with the
wor#d, and with this in %ind, 'a%e the %oti"ation &or this ad"ertise%ent.
+onda 1C? :233#<
The sond o& a grand&ather '#o'/ /ee$s $a'e with the FCO as it dri"es arond. In the TG
'o%%er'ia#, the FCO is shown s(%!o#i@ing the o$ening to a new era o& %o!i#it(. In addition, a
'or$orate ad was $#a'ed on 0anar( A, 344A to a## %a>or news$a$ers in 0a$an show'asing the
the%e o& HondaEs new te'hno#og(. The TG 'o%%er'ia# ses a "isa# !a'/grond that re&#e'ts
HondaEs 'ha##enging histor( and e7$resses HondaEs s$irit, Ian #ti%ate '#ean air "ehi'#e &or a##
h%an !eingsJ. The de"e#o$%ent o& the &e# 'e## "ehi'#e FCO, ) has rein&or'ed or !e#ie& in the
$ower o& drea%s.

69 *33t' Bictory :2331<
At the FIM Road Ra'ing ?or#d Cha%$ionshi$ Grand Dri7 o$ening e"ent he#d at the S@/a
'ir'it on A$ri# 5, 344+, Honda a'hie"ed it1s re'ord setting 244th win. It has !een -4 (ears sin'e
it1s &irst win there in +,.+. ?ith nwa"ering $assion and the res#t o& win $on win there has
!een no greater $oint o& $rogress. In A$ri# 3444 a## %a>or 0a$anese news$a$ers $!#ished
'or$orate ad"ertise%ents with the Honda %otor'('#e 'ha##enge s$irit as itEs the%e.

11 233 C'a""en-e :2333<
In the FIA For%#a+ ?or#d Cha%$ionshi$ +-th ra'e e"ent he#d on Se$te%!er +4, 3444, Honda
set re'ords in the F+ 344 series. Sin'e itEs &irst a$$earan'e in the Ger%an Grand Dri7 in +,.-,
Honda has 'ontined to 'o%$ete in the to$ internationa# ra'ing e"ents arond the wor#d. For the
0a$an Grand Dri7 he#d at the S@/a 'ir'it o"er O'to!er 3444, a## %a>or 0a$anese news$a$ers
$!#ished 'or$orate ad"ertise%ents with HondaEs F+ 'ha##enge histor( as itEs the%e.
roduct&
Automo(i"e&
3445 Honda A''ord <6SA s$e'=
Eighth Generation Honda Ci"i' <Asian Gersion=
Honda1s g#o!a# #ine$ 'onsists o& the Fit, Ci"i', A''ord, Insight, CR)G, and Od(sse(. An ear#(
$ro$onent o& de"e#o$ing "ehi'#es to 'ater to di&&erent needs and %ar/ets wor#dwide, Honda1s
#ine$ "aries !( 'ontr( and %a( &eatre "ehi'#es e7'#si"e to that region. A &ew e7a%$#es are
the #atest A'ra TL #7r( sedan and the Ridge#ine, Honda1s &irst #ight)dt( ni)!od( $i'/$
tr'/. Hoth were engineered $ri%ari#( in North A%eri'a and are e7'#si"e#( $rod'ed and so#d
there.
The Ci"i' is a #ine o& 'o%$a't 'ars de"e#o$ed and %an&a'tred !( Honda. In North A%eri'a,
the Ci"i' is the se'ond)#ongest 'ontinos#( rnning na%e$#ate &ro% a 0a$anese %an&a'trer*
on#( its $erennia# ri"a#, the To(ota Coro##a, introd'ed in +,.5, has !een in $rod'tion
#onger. The Ci"i', a#ong with the A''ord and Dre#de, 'o%$rised Honda1s "ehi'#es so#d in North
A%eri'a nti# the +,,4s, when the %ode# #ine$ was e7$anded. Ha"ing gone throgh se"era#
generationa# 'hanges, the Ci"i' has !e'o%e #arger and %ore $%ar/et, and it 'rrent#( s#ots
!etween the Fit and A''ord.
Honda in'reased g#o!a# $rod'tion in Se$te%!er 3445 to %eet de%and &or s%a## 'ars in the 6.S.
and e%erging %ar/ets. The 'o%$an( is sh&&#ing 6.S. $rod'tion to /ee$ &a'tories !s( and
!oost 'ar ot$t, whi#e !i#ding &ewer %ini"ans and s$ort ti#it( "ehi'#es as #ight tr'/sa#es &a##.
Honda $rod'es Ci"i' h(!rid, a h(!rid e#e'tri' "ehi'#e that 'o%$etes with the To(ota Dris, and
a#so $rod'es the Insight and CR)L.
Its &irst entran'e into the $i'/$ seg%ent, the #ight dt( Ridge#ine, won Tr'/ o& the Kear
&ro% Motor Trend %aga@ine in 344.. A#so in 344., the redesigned Ci"i' won Car o& the
Kear &ro% the %aga@ine, gi"ing Honda a rare do!#e win o& Motor Trend honors.
It is re$orted that Honda $#ans to in'rease h(!rid sa#es in 0a$an to %ore than 34: o& its tota#
sa#es in &is'a# (ear 34++, &ro% +-.5: in $re"ios (ear.
Fi"e o& 6nited States En"iron%enta# Drote'tion Agen'(1s to$ ten %ost &e#)e&&i'ient 'ars &ro%
+,5- to 34+4 'o%es &ro% Honda, %ore than an( other ato%a/ers. The &i"e %ode#s areQ 3444)
344. Honda Insight <2A %$g)6S9-.- L9+44 /%* .- %$g)i%$ 'o%!ined=, +,5.)+,5F Honda Ci"i'
Co$e HF <-. %$g)6S92.+ L9+44 /%* 22 %$g)i%$ 'o%!ined=, +,,-)+,,2 Honda Ci"i' hat'h!a'/
GO <-A %$g)6S92.2 L9+44 /%* 23 %$g)i%$ %$g 'o%!ined=, 344.) Honda Ci"i' H(!rid <-3 %$g)
6S92.. L9+44 /%* 24 %$g)i%$ 'o%!ined=, and 34+4) Honda Insight <-+ %$g)6S92.F L9+44 /%*
-, %$g)i%$ 'o%!ined=. The ACEEE has a#so rated the Ci"i' GO as the greenest 'ar in A%eri'a
&or se"en 'onse'ti"e (ears.
Motorcyc"e&
Honda is the #argest %otor'('#e %an&a'trer in 0a$an and has !een sin'e it started $rod'tion in
+,22. At its $ea/ in +,53, Honda %an&a'tred a#%ost A %i##ion %otor'('#es anna##(. H( 344.
this &igre had red'ed to arond 224,444 !t was sti## higher than its three do%esti'
'o%$etitors.
Dring the +,.4s, when it was a s%a## %an&a'trer, Honda !ro/e ot o& the 0a$anese
%otor'('#e %ar/et and !egan e7$orting to the 6.S. Ta/ing HondaEs stor( as an ar'het($e o& the
s%a##er %an&a'trer entering a new %ar/et a#read( o''$ied !( high#( do%inant 'o%$etitors,
the stor( o& their %ar/et entr(, and their s!se8ent hge s''ess in the 6.S. and arond the
wor#d, has !een the s!>e't o& so%e a'ade%i' 'ontro"ers(. Co%$eting e7$#anations ha"e !een
ad"an'ed to e7$#ain HondaEs strateg( and the reasons &or their s''ess.
The &irst o& these e7$#anations was $t &orward when, in +,F2, Hoston Cons#ting Gro$ <HCG=
was 'o%%issioned !( the 6K go"ern%ent to write a re$ort e7$#aining wh( and how the Hritish
%otor'('#e indstr( had !een ot)'o%$eted !( its 0a$anese 'o%$etitors. The re$ort 'on'#ded
that the 0a$anese &ir%s, in'#ding Honda, had soght a "er( high s'a#e o& $rod'tion <the( had
%ade a #arge n%!er o& %otor!i/es= in order to !ene&it &ro% e'ono%ies o& s'a#e and #earning
'r"e e&&e'ts. It !#a%ed the de'#ine o& the Hritish %otor'('#e indstr( on the &ai#re o& Hritish
%anagers to in"est enogh in their !sinesses to $ro&it &ro% e'ono%ies o& s'a#e and s'o$e.
344- Honda S$er C!
The se'ond e7$#anation was o&&ered in +,5- !( Ri'hard Das'a#e, who had inter"iewed the Honda
e7e'ti"es res$onsi!#e &or the &ir%Es entr( into the 6.S. %ar/et. As o$$osed to the tight#(
&o'sed strateg( o& #ow 'ost and high s'a#e that HCG a''redited to Honda, Das'a#e &ond that
their entr( into the 6.S. %ar/et was a stor( o& I%is'a#'#ation, serendi$it(, and organi@ationa#
#earningJ R in other words, HondaEs s''ess was de to the ada$ta!i#it( and hard wor/ o& its
sta&&, rather than an( #ong ter% strateg(. For e7a%$#e, HondaEs initia# $#an on entering the 6.S.
was to 'o%$ete in #arge %otor'('#es, arond A44 ''. It was on#( when the tea% &ond that the
s'ooters the( were sing to get the%se#"es arond their 6.S. !ase o& San Fran'is'o attra'ted
$ositi"e interest &ro% 'ons%ers that the( 'a%e $ with the idea o& se##ing the S$er C!.
The %ost re'ent s'hoo# o& thoght on HondaEs strateg( was $t &orward !( Gar( Ha%e# and C.
K. Draha#ad in +,5,. Creating the 'on'e$t o&'ore 'o%$eten'ies with Honda as an e7a%$#e, the(
arged that HondaEs s''ess was de to its &o's on #eadershi$ in the te'hno#og( o& interna#
'o%!stion engines. For e7a%$#e, the high $ower)to)weight ratio engines Honda $rod'ed &or
its ra'ing !i/es $ro"ided te'hno#og( and e7$ertise whi'h was trans&era!#e into %o$eds. Honda1s
entr( into the 6.S. %otor'('#e %ar/et dring the +,.4s is sed as a 'ase std( &or tea'hing
introd'tor( strateg( at !siness s'hoo#s wor#dwide.
Motors$orts
Honda has !een a'ti"e in %otors$orts, #i/e Motor'('#e Grand Dri7, S$er!i/e ra'ing and others.
Automo(i"e
R!ens Harri'he##o dri"ing &or Honda
Honda entered For%#a One as a 'onstr'tor &or the &irst ti%e in the +,.- season at the Ger%an
Grand Dri7 with Ronnie H'/n% at the whee#. +,.2 saw the addition o& Ri'hie Ginther to the
tea%, who s'ored Honda1s &irst $oint at the He#gian Grand Dri7, and Honda1s &irst win at
the Me7i'an Grand Dri7. +,.F saw their ne7t win at the Ita#ian Grand Dri7 with 0ohn Srtees as
their dri"er. In +,.5, 0o S'h#esser was /i##ed in a Honda RAA43 at the Fren'h Grand Dri7. This
ra'ing traged(, 'o$#ed with their 'o%%er'ia# di&&i'#ties se##ing ato%o!i#es in the 6nited
States, $ro%$ted Honda to withdraw &ro% a## internationa# %otors$ort that (ear.
A&ter a #earning (ear in +,.2, Honda)$owered Hra!ha%s do%inated the +,.. Fren'h For%#a
Two 'ha%$ionshi$ in the hands o& 0a'/ Hra!ha%and Denn( H#%e. As there was no Ero$ean
Cha%$ionshi$ that season, this was the to$ F3 'ha%$ionshi$ that (ear. In the ear#( +,54s Honda
retrned to F3, s$$#(ing engines to Ron Tarana'1s Ra#t tea%. Tarana' had designed the
Hra!ha% 'ars &or their ear#ier in"o#"e%ent. The( were again e7tre%e#( s''ess&#. In a re#ated
e7er'ise, 0ohn 0dd1s Engine De"e#o$%ents 'o%$an( $rod'ed a tr!o NHra!ha%)HondaN
engine &or se in Ind(Car ra'ing. It won on#( one ra'e, in +,55 &or Ho!!( Raha# at Do'ono.
Honda retrned to For%#a One in +,5A, initia##( with another For%#a Two $artner,
the S$irit tea%, !e&ore swit'hing a!r$t#( to ?i##ia%s in +,5-. In the #ate +,54s and ear#( +,,4s,
Honda $owered 'ars won si7 'onse'ti"e For%#a One Constr'tors
Cha%$ionshi$s. ?i##ia%sF+ won the 'rown in +,5. and +,5F. Honda swit'hed a##egian'e again
in +,55. New $artners Tea% M'Laren won the tit#e in +,55, +,5,, +,,4 and +,,+. Honda
withdrew &ro% For%#a One at the end o& +,,3, a#thogh the re#ated Mgen)Honda 'o%$an(
%aintained a $resen'e $ to the end o& +,,,, winning &or ra'es with Ligier and 0ordan Grand
Dri7.
Honda de!ted in the CART Ind(Car ?or#d Series as a wor/s s$$#ier in +,,-. The engines
were &ar &ro% 'o%$etiti"e at &irst, !t a&ter de"e#o$%ent, the 'o%$an( $owered si7 'onse'ti"e
dri"ers 'ha%$ionshi$s. In 344A, Honda trans&erred its e&&ort to the ri"a# IRL Ind(Car Series. In
344-, Honda)$owered 'ars o"erwhe#%ing#( do%inated the Ind(Car Series, winning +- o& +.
Ind(Car ra'es, in'#ding the Indiana$o#is 244, and '#ai%ed the Ind(Car Series Man&a'trers1
Cha%$ionshi$, Dri"ers1 Cha%$ionshi$ and Roo/ie o& the Kear tit#es. In 344., Honda !e'a%e the
so#e engine s$$#ier &or the Ind(Car Series, in'#ding the Indiana$o#is 244. In the 344.
Indiana$o#is 244, &or the &irst ti%e in Indiana$o#is 244 histor(, the ra'e was rn withot a sing#e
engine $ro!#e%.
Dring +,,5, Honda 'onsidered retrning to For%#a One with their own tea%. The $ro>e't was
a!orted a&ter the death o& its te'hni'a# dire'tor, Har"e( Dost#ethwaite. Honda instead 'a%e !a'/
as an o&&i'ia# engine s$$#ier to Hritish A%eri'an Ra'ing <HAR= and 0ordan Grand Dri7. Honda
!oght a sta/e in the HAR tea% in 344- !e&ore !(ing the tea% otright at the end o& 3442,
!e'o%ing a 'onstr'tor &or the &irst ti%e sin'e the +,.4s. Honda won the 344. Hngarian Grand
Dri7 with dri"er 0enson Htton.
It was annon'ed on 2 De'e%!er 3445, that Honda wo#d !e e7iting For%#a One with
i%%ediate e&&e't de to the 3445 g#o!a# e'ono%i' 'risis. The tea% was so#d to &or%er tea%
$rin'i$a# Ross Hrawn, rena%ed Hrawn GD and s!se8ent#( Mer'edes GD.
Honda !e'a%e an o&&i'ia# wor/s tea% in the Hritish Toring Car Cha%$ionshi$ in 34+4.
Motorcyc"e&
Honda RC3+3G ra'ed !( Dani Dedrosa
Honda Ra'ing Cor$oration <HRC= was &or%ed in +,53. The 'o%$an( 'o%!ines $arti'i$ation in
%otor'('#e ra'es throghot the wor#d with the de"e#o$%ent o& high $otentia# ra'ing %a'hines.
Its ra'ing a'ti"ities are an i%$ortant sor'e &or the 'reation o& #eading edge te'hno#ogies sed in
the de"e#o$%ent o& Honda %otor'('#es. HRC a#so 'ontri!tes to the ad"an'e%ent o& %otor'('#e
s$orts throgh a range o& a'ti"ities that in'#de sa#es o& $rod'tion ra'ing %otor'('#es, s$$ort
&or sate##ite tea%s, and rider ed'ation $rogra%s.
Soi'hiro Honda, !eing a ra'e dri"er hi%se#&, 'o#d not sta( ot o& internationa# %otors$ort. In
+,2,, Honda entered &i"e %otor'('#es into the Is#e o& Man TT ra'e, the %ost $restigios
%otor'('#e ra'e in the wor#d. ?hi#e a#wa(s ha"ing $ower&# engines, it too/ nti# +,.+ &or
Honda to tne their 'hassis we## enogh to a##ow Mi/e Hai#wood to '#ai% their &irst Grand
Dri7 "i'tories in the +32 and 324 '' '#asses. Hai#wood wo#d #ater $i'/ $ their &irst Senior TT
wins in +,.. and +,.F. Honda1s ra'e !i/es were /nown &or their Ns#ee/ ; st(#ish designN and
e7oti' engine 'on&igrations, s'h as the 2)'(#inder, 33,444 r$%, +32 '' !i/e and their .)'(#inder
324 '' and 3,F '' !i/es.
In +,F,, Honda retrned to Grand Dri7 %otor'('#e ra'ing with the %ono'o8e)&ra%ed, &or)
stro/e NR244. The FIM r#es #i%ited engines to &or '(#inders, so the NR244 &eatred non)
'ir'#ar, 1ra'e)tra'/1, '(#inders, ea'h with 5 "a#"es and two 'onne'ting rods, in order to $ro"ide
s&&i'ient "a#"e area to 'o%$ete with the do%inant two)stro/e ra'ers. 6n&ortnate#(, it see%ed
Honda tried to a''o%$#ish too %'h at one ti%e and the e7$eri%ent &ai#ed. For the +,53 season,
Honda de!ted their &irst two)stro/e ra'e !i/e, the NS244 and in +,5A, Honda won their &irst
244 '' Grand Dri7 ?or#d Cha%$ionshi$ with Freddie S$en'er. Sin'e then, Honda has !e'o%e a
do%inant %ar8e in %otor'('#e Grand Dri7 ra'ing, winning a $#ethora o& to$ #e"e# tit#es with
riders s'h as Mi'/ Doohan and Ga#entino Rossi .
In %oto'ross, Honda has '#ai%ed si7 %oto'ross wor#d 'ha%$ionshi$s. In the ?or#d Endro
Cha%$ionshi$, Honda has 'a$tred si7 tit#es, %ost re'ent#( with Ste&an Merri%an in 344A and
with Mi/a Aho#a in 344F and 3445.
In o!ser"ed tria#s, Honda has '#ai%ed three wor#d 'ha%$ionshi$s with He#gian rider Edd(
Le>ene.
Mar8etin-
Honda1s o&&i'ia# s#ogan is NThe Dower o& Drea%sN. The( ha"e ne"er sed this s#ogan to se## their
$rod'ts. Mr. Honda1s !e#ie& is that we## !i#t $rod'ts wi## se## the%se#"es.
In 344A, Honda re#eased its Cog ad"ertise%ent in the 6K and on the Internet. To %a/e the ad,
the engineers at Honda 'onstr'ted a R!e Go#d!erg Ma'hine %ade entire#( ot o& 'ar $arts
&ro% a Ero$e Do%esti' Mar/et Honda A''ord <$on whi'h the 6SDM A'ra TSO is !ased=. To
the 'hagrin o& the engineers at Honda, a## the $arts were ta/en &ro% two o& on#( si7 hand)
asse%!#ed $re)$rod'tion %ode#s o& the A''ord. The ad"ertise%ent de$i'ted a sing#e 'og whi'h
sets o&& a 'hain o& e"ents that ends with the Honda A''ord %o"ing and Garrison Kei##or s$ea/ing
the tag#ine, NIsn1t it ni'e when things >st... wor/SN It too/ .4. ta/es to get it $er&e't.
BF+C
In 344-, the( $rod'ed the Grrr ad"ert, sa##( i%%ediate#( &o##owed !( a shortened "ersion o&
the 3442 Impossible Dream ad"ert.
A $ost 3442 st(#e Honda dea#ershi$ in Mon'ton, Canada
In De'e%!er 3442, Honda re#eased The I%$ossi!#e Drea% a two)%inte $anora%i'
ad"ertise%ent &i#%ed in New Lea#and, 0a$an and Argentina whi'h i##strates the &onder1s drea%
to !i#d $er&or%an'e "ehi'#es. ?hi#e singing the song NI%$ossi!#e Drea%N, a %an rea'hes &or
his ra'ing he#%et, #ea"es his trai#er on a %ini!i/e, then rides a s''ession o& "intage Honda
"ehi'#esQ a %otor'('#e, then a 'ar, then a $ower!oat, then goes o"er a water&a## on#( to rea$$ear
$i#oting a hot air !a##oon, with Garrison Kei##or sa(ing NI 'o#dn1t ha"e $t it !etter %(se#&N as
the song ends. The song is &ro% the +,.4s %si'a# Man Of La Mancha, sng !( And( ?i##ia%s.
In 344., Honda re#eased its Choir ad"ertise%ent, &or the 6K and the internet. This &eatred a .4)
$erson 'hoir who sang the 'ar noises as &i#% o& the Honda Ci"i' are shown.
For the #ast se"era# (ears in the 6nited States, dring %ode# '#ose)ot sa#es &or the 'rrent (ear
!e&ore the start o& the new %ode# (ear, Honda1s ad"ertising has &eatred an ani%ated
'hara'ter /nown si%$#( as Mr. O$$ortnit(, "oi'ed !( Ro! Da#sen. The 'asa# #oo/ing %an
ta#/s a!ot "arios dea#s o&&ered !( Honda and ends with the $hrase NI1% Mr. O$$ortnit(, and
I1% /no'/in1N, &o##owed !( hi% N/no'/ingN on the te#e"ision s'reen or Nth%$ingN the s$ea/er at
the end o& radio ads. A#so, 'o%%er'ia#s &or Honda1s internationa# hat'h!a'/, the 0a@@, are
$arodies o& we##)/nown $o$ '#tre i%ages s'h as Tetris and Tho%as The Tan/ Engine.
In #ate 344., Honda re#eased an ad with ASIMO e7$#oring a %se%, #oo/ing at the e7hi!its
with a#%ost 'hi#d)#i/e wonder%ent <s$reading ot its ar%s in the aeros$a'e e7hi!it, wa"ing he##o
to an astronat sit that rese%!#es hi%, et'.=, whi#e Garrison Kei##or r%inates on $rogress. It
'on'#des with the tag#ineQ NMore &orwards $#easeN.
Honda a#so s$onsored ITG1s 'o"erage o& For%#a One in the 6K &or 344F. Howe"er the( had
annon'ed that the( wo#d not 'ontine in 3445 de to the s$onsorshi$ $ri'e re8ested !( ITG
!eing too high.
In Ma( 344F, &o'ses on their strengths in ra'ing and the se o& the Red H !adge T a s(%!o# o&
what is ter%ed as NHonda%enta#is%N. The 'a%$aign high#ights the #engths that Honda engineers
go to in order to get the %ost ot o& an engine, whether it is &or !i/es, 'ars, $ower!oats T e"en
#awn%owers. Honda re#eased its Honda%enta#is% 'a%$aign. In the TG s$ot, Garrison Kei##or
sa(s, NAn engineer on'e said to !i#d so%ething great is #i/e swi%%ing in hone(N, whi#e Honda
engineers in white sits wa#/ and rn towards a great #ight, !att#ing strong winds and &#(ing
de!ris, ho#ding on to an(thing that wi## /ee$ the% &ro% !eing !#own awa(. Fina##( one o& the
engineers wa#/s towards a red #ight, his hand otstret'hed. A we! address is shown &or the
Honda%enta#is% we!site. The digita# 'a%$aign ai%s to show how "isitors to the site share %an(
o& the Honda%enta#ist 'hara'teristi's.
At the !eginning o& 3445, Honda re#eased ) the Problem Playgrond. The ad"ert ot#ines
Honda1s en"iron%enta# res$onsi!i#it(, de%onstrating a h(!rid engine, %ore e&&i'ient so#ar $ane#s
and the FCO C#arit(, a h(drogen $owered 'ar. The ,4 se'ond ad"ert &eatres #arge s'a#e $@@#es,
in"o#"ing R!i/1s '!es, #arge sha$es and a A)di%ensiona# $@@#e.
On 3, Ma( 3445, Honda, in $artnershi$ with Channe# -, !road'ast a #i"e ad"ertise%ent. It
showed s/(di"ers >%$ing &ro% an aero$#ane o"er S$ain and &or%ing the #etters H, O, N, D and
A in %id)air. This #i"e ad"ertise%ent is genera##( agreed to !e the &irst o& its /ind on Hritish
te#e"ision. The ad"ert #asted three %intes. The ne7t &#ight o& one o& the two $#anes in"o#"ed
res#ted in a &ata# 'rash as the $#ane !ro/e a$art in %id)air.
BF3C
In 344,, A%eri'an Honda re#eased the Dream the Impossible do'%entar( series, a 'o##e'tion o&
2)5 %inte we! "ignettes that &o's on the 'ore $hi#oso$hies o& Honda. Crrent short &i#%s
in'#de Fai#reQ The Secret to Sccess, !ic" Ot the Ladder and Mobility #$%%. The( &eatre
Honda e%$#o(ees as we## as Dani'a Datri'/, Christo$her Gest, Hen Ho"a, Chee Dear#%an, 0oe
0ohnston and Orson S'ott Card. The &i#% series $#a(s at drea%s.honda.'o%.
Sport&
In Astra#ia, Honda ad"ertised hea"i#( dring %ost %otor ra'ing te#e'asts, and was the o&&i'ia#
s$onsor o& the 344. FIA For%#a + te#e'ast on !road'aster 'hanne# NTenN. In &a't, it was the on#(
%an&a'trer in"o#"ed in the 344. Ind( Ra'ing Leage season. In a series o& ad"erts $ro%oting
the histor( o& Honda1s ra'ing heritage, Honda '#ai%ed it N!i#tN 'ars that won F3 For%#a +
Grand Dri7. S/e$ti's ha"e a''sed Honda o& inter$reting its ra'ing histor( rather #i!era##(, sa(ing
that "irta##( a## o& the F3 "i'tories were a'hie"ed !( Honda po&ered<engined= %a'hines,
whereas the 'ars the%se#"es were designed and !i#t !( Lots F+, ?i##ia%s F+, and M'Laren F+
tea%s, res$e'ti"e#(. Howe"er, &or%er and 'rrent sta&& o& the M'Laren F+ tea% ha"e reiterated
that Honda 'ontri!ted %ore than >st engines and $ro"ided "arios 'hassis, too#ing, and
aerod(na%i' $arts as we## as &nding. A(rton Senna, arga!#( the greatest F+ dri"er o& a## ti%e,
re$eated#( stated that Honda $ro!a!#( $#a(ed the %ost signi&i'ant ro#e in his three wor#d
'ha%$ionshi$s. He had i%%ense res$e't &or &onder, Soi'hiro Honda, and had a good
re#ationshi$ with No!hi/o Kawa%oto, the 'hair%an o& Honda at that ti%e. Senna on'e 'a##ed
Honda Nthe greatest 'o%$an( in the wor#dN.
As $art o& its %ar/eting 'a%$aign, Honda is an o&&i'ia# $artner and s$onsor o& the Nationa#
Ho'/e( Leage, the Anahei% D'/s o& the NHL, and the arena na%ed a&ter itQ Honda Center.
Honda a#so s$onsors The Honda C#assi' go#& torna%ent and is a s$onsor o& Ma>or Leage
So''er. The NHonda D#a(er o& the KearN award is $resented in 6nited States so''er. The NHonda
S$orts AwardN is gi"en to the !est &e%a#e ath#ete in ea'h o& twe#"e 'o##ege s$orts in the 6nited
States. One o& the twe#"e Honda S$orts Award winners is 'hosen to re'ei"e theHonda)Hroderi'/
C$, as NCo##egiate ?o%an Ath#ete o& the Kear.N
Mar8etin- Strate-ie&
It has des'ri!ed a 'ategor( s'he%e 'onsisting o& three genera# t($es o& strategies that are
'o%%on#( sed !( !sinesses to a'hie"e and %aintain 'o%$etiti"e ad"antage. These three
generi' strategies are de&ined a#ong two di%ensionsQ strategi' s'o$e and strategi'
strength. Strategi' s'o$e is a de%and)side di%ension and #oo/s at the si@e and 'o%$osition o& the
%ar/et (o intend to target. Strategi' strength is a s$$#()side di%ension and #oo/s at the
strength or 'ore 'o%$eten'( o& the &ir%. In $arti'#ar he identi&ied two 'o%$eten'ies that he &e#t
were %ost i%$ortantQ $rod't di&&erentiation and $rod't 'ost <e&&i'ien'(=.
He origina##( ran/ed ea'h o& the three di%ensions <#e"e# o& di&&erentiation, re#ati"e $rod't 'ost,
and s'o$e o& target %ar/et= as either #ow, %edi%, or high, and >7ta$osed the% in a three
di%ensiona# %atri7. That is, the 'ategor( s'he%e was dis$#a(ed as a A !( A !( A '!es. Ht %ost
o& the 3F 'o%!inations were not "ia!#e.
In his +,54 '#assi' Co%$etiti"e Strateg(Q Te'hni8es &or Ana#(sing Indstries and Co%$etitors,
Dorter si%$#i&ies the s'he%e !( red'ing it down to the three !est strategies. The( are 'ost
#eadershi$, di&&erentiation, and %ar/et seg%entation <or &o's=. Mar/et seg%entation is narrow
in s'o$e whi#e !oth 'ost #eadershi$ and di&&erentiation are re#ati"e#( !road in %ar/et s'o$e.
E%$iri'a# resear'h on the $ro&it i%$a't o& %ar/eting strateg( indi'ated that &ir%s with a high
%ar/et share were o&ten 8ite $ro&ita!#e, !t so were %an( &ir%s with #ow %ar/et share. The
#east $ro&ita!#e &ir%s were those with %oderate %ar/et share. This was so%eti%es re&erred to as
the ho#e in the %idd#e $ro!#e%. DorterEs e7$#anation o& this is that &ir%s with high %ar/et share
were s''ess&# !e'ase the( $rsed a 'ost #eadershi$ strateg( and &ir%s with #ow %ar/et share
were s''ess&# !e'ase the( sed %ar/et seg%entation to &o's on a s%a## !t $ro&ita!#e %ar/et
ni'he. Fir%s in the %idd#e were #ess $ro&ita!#e !e'ase the( did not ha"e a "ia!#e generi'
strateg(.
Dorter sggested 'o%!ining %#ti$#e strategies is s''ess&# in on#( one 'ase. Co%!ining a
%ar/et seg%entation strateg( with a $rod't di&&erentiation strateg( was seen as an e&&e'ti"e wa(
o& %at'hing a &ir%Es $rod't strateg( <s$$#( side= to the 'hara'teristi's o& (or target %ar/et
seg%ents <de%and side=. Ht 'o%!inations #i/e 'ost #eadershi$ with $rod't di&&erentiation were
seen as hard <!t not i%$ossi!#e= to i%$#e%ent de to the $otentia# &or 'on&#i't !etween 'ost
%ini%i@ation and the additiona# 'ost o& "a#e)added di&&erentiation.
Sin'e that ti%e, e%$iri'a# resear'h has indi'ated 'o%$anies $rsing !oth di&&erentiation and
#ow)'ost strategies %a( !e %ore s''ess&# than 'o%$anies $rsing on#( one strateg(.
B+C
So%e 'o%%entators ha"e %ade a distin'tion !etween 'ost #eadershi$, that is, #ow 'ost strategies,
and !est 'ost strategies. The( '#ai% that a #ow 'ost strateg( is rare#( a!#e to $ro"ide a sstaina!#e
'o%$etiti"e ad"antage. In %ost 'ases &ir%s end $ in $ri'e wars. Instead, the( '#ai% a !est 'ost
strateg( is $re&erred. This in"o#"es $ro"iding the !est "a#e &or a re#ati"e#( #ow $ri'e.
Co&t 4eader&'ip Strate-y
This strateg( in"o#"es the &ir% winning %ar/et share !( a$$ea#ing to 'ost)'ons'ios or $ri'e)
sensiti"e 'sto%ers. This is a'hie"ed !( ha"ing the #owest $ri'es in the target %ar/et seg%ent, or
at #east the #owest $ri'e to "a#e ratio <$ri'e 'o%$ared to what 'sto%ers re'ei"e=. To s''eed at
o&&ering the #owest $ri'e whi#e sti## a'hie"ing $ro&ita!i#it( and a high retrn on in"est%ent, the
&ir% %st !e a!#e to o$erate at a #ower 'ost than its ri"a#s. There are three %ain wa(s to a'hie"e
this.
The &irst a$$roa'h is a'hie"ing a high asset trno"er. In ser"i'e indstries, this %a( %ean &or
e7a%$#e a restarant that trns ta!#es arond "er( 8i'/#(, or an air#ine that trns arond &#ights
"er( &ast. In %an&a'tring, it wi## in"o#"e $rod'tion o& high "o#%es o& ot$t. These
a$$roa'hes %ean &i7ed 'osts are s$read o"er a #arger n%!er o& nits o& the $rod't or ser"i'e,
res#ting in a #ower nit 'ost, i.e. the &ir% ho$es to ta/e ad"antage o& e'ono%ies o&
s'a#e and e7$erien'e 'r"e e&&e'ts. For indstria# &ir%s, %ass $rod'tion !e'o%es !oth a strateg(
and an end in itse#&. Higher #e"e#s o& ot$t !oth re8ire and res#t in high %ar/et share, and
'reate an entr( !arrier to $otentia# 'o%$etitors, who %a( !e na!#e to a'hie"e the s'a#e
ne'essar( to %at'h the &ir%s #ow 'osts and $ri'es.
The se'ond di%ension is a'hie"ing #ow dire't and indire't o$erating 'osts. This is a'hie"ed !(
o&&ering high "o#%es o& standardi@ed $rod'ts, o&&ering !asi' no)&ri##s $rod'ts and #i%iting
'sto%i@ation and $ersona#i@ation o& ser"i'e. Drod'tion 'osts are /e$t #ow !( sing &ewer
'o%$onents, sing standard 'o%$onents, and #i%iting the n%!er o& %ode#s $rod'ed to ensre
#arger $rod'tion rns. O"erheads are /e$t #ow !( $a(ing #ow wages, #o'ating $re%ises in #ow
rent areas, esta!#ishing a 'ost)'ons'ios '#tre, et'. Maintaining this strateg( re8ires a
'ontinos sear'h &or 'ost red'tions in a## as$e'ts o& the !siness. This wi## in'#de otsor'ing,
'ontro##ing $rod'tion 'osts, in'reasing asset 'a$a'it( ti#i@ation, and %ini%i@ing other 'osts
in'#ding distri!tion, R;D and ad"ertising. The asso'iated distri!tion strateg( is to o!tain the
%ost e7tensi"e distri!tion $ossi!#e. Dro%otiona# strateg( o&ten in"o#"es tr(ing to %a/e a "irte
ot o& #ow 'ost $rod't &eatres.
The third di%ension is 'ontro# o"er the s$$#(9$ro're%ent 'hain to ensre #ow 'osts. This 'o#d
!e a'hie"ed !( !#/ !(ing to en>o( 8antit( dis'onts, s8ee@ing s$$#iers on $ri'e, institting
'o%$etiti"e !idding &or 'ontra'ts, wor/ing with "endors to /ee$ in"entories #ow sing %ethods
s'h as 0st)in)Ti%e $r'hasing or Gendor)Managed In"entor(. ?a#)Mart is &a%os &or
s8ee@ing its s$$#iers to ensre #ow $ri'es &or its goods. De## Co%$ter initia##( a'hie"ed
%ar/et share !( /ee$ing in"entories #ow and on#( !i#ding 'o%$ters to order. Other
$ro're%ent ad"antages 'o#d 'o%e &ro% $re&erentia# a''ess to raw %ateria#s, or !a'/ward
integration.
So%e writers $osit that 'ost #eadershi$ strategies are on#( "ia!#e &or #arge &ir%s with the
o$$ortnit( to en>o( e'ono%ies o& s'a#e and #arge $rod'tion "o#%es. Howe"er, this ta/es a
#i%ited indstria# "iew o& strateg(. S%a## !sinesses 'an a#so !e 'ost #eaders i& the( en>o( an(
ad"antages 'ond'i"e to #ow 'osts. For e7a%$#e, a #o'a# restarant in a #ow rent #o'ation 'an
attra't $ri'e)sensiti"e 'sto%ers i& it o&&ers a #i%ited %en, ra$id ta!#e trno"er and e%$#o(s
sta&& on %ini%% wage. Inno"ation o& $rod'ts or $ro'esses %a( a#so ena!#e a start$ or s%a##
'o%$an( to o&&er a 'hea$er $rod't or ser"i'e where in'%!ents1 'osts and $ri'es ha"e !e'o%e
too high. An e7a%$#e is the s''ess o& #ow)'ost !dget air#ines who des$ite ha"ing &ewer $#anes
than the %a>or air#ines, were a!#e to a'hie"e %ar/et share growth !( o&&ering 'hea$, no)&ri##s
ser"i'es at $ri'es %'h 'hea$er than those o& the #arger in'%!ents.
A 'ost #eadershi$ strateg( %a( ha"e the disad"antage o& #ower 'sto%er #o(a#t(, as $ri'e)
sensiti"e 'sto%ers wi## swit'h on'e a #ower)$ri'ed s!stitte is a"ai#a!#e. A re$tation as a 'ost
#eader %a( a#so res#t in a re$tation &or #ow 8a#it(, whi'h %a( %a/e it di&&i'#t &or a &ir% to
re!rand itse#& or its $rod'ts i& it 'hooses to shi&t to a di&&erentiation strateg( in &tre.
/i!!erentiation Strate-y
Di&&erentiate the $rod'ts in so%e wa( in order to 'o%$ete s''ess&##(. E7a%$#es o& the
s''ess&# se o& a di&&erentiation strateg( are Hero Honda, Asian Daints, HLL, Ni/e ath#eti'
shoes, Derstor$ HioDrod'ts, A$$#e Co%$ter, and Mer'edes)Hen@ ato%o!i#es.
A di&&erentiation strateg( is a$$ro$riate where the target 'sto%er seg%ent is not $ri'e)sensiti"e,
the %ar/et is 'o%$etiti"e or satrated, 'sto%ers ha"e "er( s$e'i&i' needs whi'h are $ossi!#(
nder)ser"ed, and the &ir% has ni8e resor'es and 'a$a!i#ities whi'h ena!#e it to satis&( these
needs in wa(s that are di&&i'#t to 'o$(. These 'o#d in'#de $atents or other Inte##e'ta# Dro$ert(
<ID=, ni8e te'hni'a# e7$ertise <e.g. A$$#e1s design s/i##s or Di7ar1s ani%ation $rowess=, ta#ented
$ersonne# <e.g. a s$orts tea%1s star $#a(ers or a !ro/erage &ir%1s star traders=, or inno"ati"e
$ro'esses. S''ess&# !rand %anage%ent a#so res#ts in $er'ei"ed ni8eness e"en when the
$h(si'a# $rod't is the sa%e as 'o%$etitors. This wa(, Chi8ita was a!#e to !rand !ananas,
Star!'/s 'o#d !rand 'o&&ee, and Ni/e 'o#d !rand snea/ers. Fashion !rands re#( hea"i#( on
this &or% o& i%age di&&erentiation.
Bariant& on t'e /i!!erentiation Strate-y
The shareho#der "a#e %ode# ho#ds that the ti%ing o& the se o& s$e'ia#i@ed /now#edge 'an 'reate
a di&&erentiation ad"antage as #ong as the /now#edge re%ains ni8e.
B3C
This %ode# sggests that
'sto%ers !( $rod'ts or ser"i'es &ro% an organi@ation to ha"e a''ess to its ni8e /now#edge.
The ad"antage is stati', rather than d(na%i', !e'ase the $r'hase is a one)ti%e e"ent.
The n#i%ited resor'es %ode# ti#i@es a #arge !ase o& resor'es that a##ows an organi@ation to
ot#ast 'o%$etitors !( $ra'ti'ing a di&&erentiation strateg(. An organi@ation with greater
resor'es 'an %anage ris/ and sstain $ro&its %ore easi#( than one with &ewer resor'es. This
dee$)$o'/et strateg( $ro"ides a short)ter% ad"antage on#(. I& a &ir% #a'/s the 'a$a'it( &or
'ontina# inno"ation, it wi## not sstain its 'o%$etiti"e $osition o"er ti%e.
1ocu& or Strate-ic Scope
This di%ension is not a se$arate strateg( $er se, !t des'ri!es the s'o$e o"er whi'h the 'o%$an(
sho#d 'o%$ete !ased on 'ost #eadershi$ or di&&erentiation. The &ir% 'an 'hoose to 'o%$ete in
the %ass %ar/et <#i/e ?a#)Mart= with a !road s'o$e, or in a de&ined, &o'sed %ar/et seg%ent
with a narrow s'o$e. In either 'ase, the !asis o& 'o%$etition wi## sti## !e either 'ost #eadershi$ or
di&&erentiation.
In ado$ting a narrow &o's, the 'o%$an( idea##( &o'ses on a &ew target %ar/ets <a#so 'a##ed a
seg%entation strateg( or ni'he strateg(=. These sho#d !e distin't gro$s with s$e'ia#i@ed needs.
The 'hoi'e o& o&&ering #ow $ri'es or di&&erentiated $rod'ts9ser"i'es sho#d de$end on the needs
o& the se#e'ted seg%ent and the resor'es and 'a$a!i#ities o& the &ir%. It is ho$ed that !( &o'sing
(or %ar/eting e&&orts on one or two narrow %ar/et seg%ents and tai#oring (or %ar/eting
%i7 to these s$e'ia#i@ed %ar/ets, (o 'an !etter %eet the needs o& that target %ar/et. The &ir%
t($i'a##( #oo/s to gain a 'o%$etiti"e ad"antage throgh $rod't inno"ation and9or !rand
%ar/eting rather than e&&i'ien'(. It is %ost sita!#e &or re#ati"e#( s%a## &ir%s !t 'an !e sed !(
an( 'o%$an(. A &o'sed strateg( sho#d target %ar/et seg%ents that are #ess "#nera!#e to
s!stittes or where a 'o%$etition is wea/est to earn a!o"e)a"erage retrn on in"est%ent.
E7a%$#es o& &ir% sing a &o's strateg( in'#de Sothwest Air#ines, whi'h $ro"ides short)ha#
$oint)to)$oint &#ights in 'ontrast to the h!)and)s$o/e %ode# o& %ainstrea% 'arriers, and Fa%i#(
Do##ar.
In ado$ting a !road &o's s'o$e, the $rin'i$#e is the sa%eQ the &ir% %st as'ertain the needs and
wants o& the %ass %ar/et, and 'o%$ete either on $ri'e <#ow 'ost= or di&&erentiation <8a#it(,
!rand and 'sto%i@ation= de$ending on its resor'es and 'a$a!i#ities. ?a# Mart has a !road
s'o$e and ado$ts a 'ost #eadershi$ strateg( in the %ass %ar/et. Di7ar a#so targets the %ass
%ar/et with its %o"ies, !t ado$ts a di&&erentiation strateg(, sing its ni8e 'a$a!i#ities in
stor()te##ing and ani%ation to $rod'e signatre ani%ated %o"ies that are hard to 'o$(, and &or
whi'h 'sto%ers are wi##ing to $a( to see and own. A$$#e a#so targets the %ass %ar/et with its
iDhone and iDod $rod'ts, !t 'o%!ines this !road s'o$e with a di&&erentiation strateg( !ased on
design, !randing and ser e7$erien'e that ena!#es it to 'harge a $ri'e $re%i% de to the
$er'ei"ed na"ai#a!i#it( o& '#ose s!stittes.
Recent deve"opment&
Mi'hae# Trea'( and Fred ?ierse%a <+,,A= in their !oo/ The Discipline of Mar"et Leaders ha"e
%odi&ied Dorter1s three strategies to des'ri!e three !asi' N"a#e dis'i$#inesN that 'an 'reate
'sto%er "a#e and $ro"ide a 'o%$etiti"e ad"antage. The( are o$erationa# e7'e##en'e, $rod't
#eadershi$, and 'sto%er inti%a'(.
Critici&m& o! -eneric &trate-ie&
Se"era# 'o%%entators ha"e 8estioned the se o& generi' strategies '#ai%ing the( #a'/
s$e'i&i'it(, #a'/ &#e7i!i#it(, and are #i%iting.
In $arti'#ar, Mi##er <+,,3= 8estions the notion o& !eing N'aght in the %idd#eN. He '#ai%s that
there is a "ia!#e %idd#e grond !etween strategies. Man( 'o%$anies, &or e7a%$#e, ha"e entered a
%ar/et as a ni'he $#a(er and grada##( e7$anded. A''ording to Haden)F##er and Sto$&ord
<+,,3= the %ost s''ess&# 'o%$anies are the ones that 'an reso#"e what the( 'a## Nthe di#e%%a
o& o$$ositesN.
A $o$#ar $ost)Dorter %ode# was $resented !( ?. Chan Ki% and RenUe Ma!orgne in their
+,,, Har"ard Hsiness Re"iew arti'#e NCreating New Mar/et S$a'eN. In this arti'#e the(
des'ri!ed a N"a#e inno"ationN %ode# in whi'h 'o%$anies %st #oo/ otside their $resent
$aradig%s to &ind new "a#e $ro$ositions. Their a$$roa'h &nda%enta##( goes against Dorter1s
'on'e$t that a &ir% %st &o's either on 'ost #eadershi$ or on di&&erentiation. The( #ater went on
to $!#ish their ideas in the !oo/ H#e O'ean Strateg(.
An $)to)date 'riti8e o& generi' strategies and their #i%itations, in'#ding Dorter, a$$ears in
How%an, C. <3445= Generi' strategiesQ a s!stitte &or thin/ingS B+C
E"ectric and a"ternative !ue" ve'ic"e&
344, Honda Ci"i' GO hoo/ed $ to Dhi## re&e#ing s(ste%
To$Q Hra@i#ian &#e7i!#e)&e# Honda Ci"i'. He#owQ 6.S. Honda Ci"i' H(!rid.
34+4 Honda Insight h(!rid e#e'tri' "ehi'#e<Se'ond generation=.
Honda FCO C#arit( h(drogen &e# 'e##"ehi'#e
Compre&&ed Natura" 9a&
The Honda Ci"i' GO is the on#( $r$ose)!i#t natra# gas "ehi'#e <NGG= 'o%%er'ia##(
a"ai#a!#e in so%e $arts o& the 6.S. The Honda Ci"i' GO &irst a$$eared in +,,5 as a &a'tor()
%odi&ied Ci"i' LO that had !een designed to rn e7'#si"e#( on 'o%$ressed natra# gas. The 'ar
#oo/s and dri"es >st #i/e a 'onte%$orar( Honda Ci"i' LO, !t does not rn on gaso#ine. In
344+, the Ci"i' GO was rated the '#eanest)!rning interna# 'o%!stion engine in the wor#d !(
the 6.S. En"iron%enta# Drote'tion Agen'( <EDA=.
First #eased to the Cit( o& Los Ange#es, in 3442, Honda started o&&ering the GO dire't#( to the
$!#i' throgh &a'tor( trained dea#ers 'erti&ied to ser"i'e the GO. He&ore that, on#( &#eets were
e#igi!#e to $r'hase a new Ci"i' GO. In 344., the Ci"i' GO was re#eased in New Kor/, %a/ing it
the se'ond state where the 'ons%er is a!#e to !( the 'ar. Ho%e re&e#ing is a"ai#a!#e &or the
GO with the addition o& the Dhi## Ho%e Re&e#ing A$$#ian'e.
1"exi("eC!ue"
Honda1s Hra@i#ian s!sidiar( #an'hed &#e7i!#e)&e# "ersions &or the Honda Ci"i' and Honda
Fit in #ate 344.. As others Hra@i#ian &#e7)&e# "ehi'#es, these %ode#s rn on an( !#end
o& h(dros ethano# <E+44= and E34)E32 gaso#ine. Initia##(, and in order to test the %ar/et
$re&eren'es, the 'ar%a/er de'ided to $rod'e a #i%ited share o& the "ehi'#es with &#e7)&e#
engines, AA $er'ent o& the Ci"i' $rod'tion and 35 $er'ent o& the Fit %ode#s. A#so, the sa#e $ri'e
&or the &#e7)&e# "ersion was higher than the res$e'ti"e gaso#ine "ersions, arond 6SV+,444
$re%i% &or the Ci"i', and 6SV.24 &or the Fit, des$ite the &a't that a## other &#e7)&e# "ehi'#es
so#d in Hra@i# had the sa%e tag $ri'e as their gaso#ine "ersions. In 0#( 344,, Honda #an'hed in
the Hra@i#ian %ar/et its third &#e7i!#e)&e# 'ar, the Honda Cit(.
Dring the #ast two %onths o& 344., !oth &#e7)&e# %ode#s so#d 3,-3F 'ars against 5,2-.
gaso#ine)$owered ato%o!i#es, >%$ing to -+,,,4 &#e7)&e# 'ars in 344F, and rea'hing ,A,A.+ in
3445. De to the s''ess o& the &#e7 "ersions, !( ear#( 344, a hndred $er'ent o& Honda1s
ato%o!i#e $rod'tion &or the Hra@i#ian %ar/et is now &#e7i!#e)&e#, and on#( a s%a## $er'entage
o& gaso#ine "ersion is $rod'ed in Hra@i# &or e7$orts.
In Mar'h 344,, Honda #an'hed in the Hra@i#ian %ar/et the &irst &#e7)&e# %otor'('#e in the
wor#d. Drod'ed !( its Hra@i#ian s!sidiar( Moto Honda da A%a@Wnia, the CG +24 Titan Mi7 is
so#d &or arond 6SV3,F44.

+y(rid e"ectric
In #ate +,,,, Honda #an'hed the &irst 'o%%er'ia# h(!rid e#e'tri' 'ar so#d in the 6.S. %ar/et ,
the Honda Insight, >st one %onth !e&ore the introd'tion o& the To(ota Dris, and initia##( so#d
&or 6SV34,444. The &irst)generation Insight was $rod'ed &ro% 3444 to 344. and had a&e#
e'ono%( o& F4 %i#es $er 6S ga##on <A.- L9+44 /%* 5- %$g)i%$= &or the EDA1s highwa( rating, the
%ost &e#)e&&i'ient %ass)$rod'ed 'ar at the ti%e. Tota# g#o!a# sa#es &or the Insight a%onted to
on#( arond +5,444 "ehi'#es.
Honda introd'ed the se'ond)generation Insight in its ho%e nation o& 0a$an in Fe!rar( 344,,
and re#eased it in other %ar/ets throgh 344, and in the 6.S. %ar/et in A$ri# 344,. At V+,,544 as
a &i"e)door hat'h!a'/ it wi## !e the #east e7$ensi"e h(!rid a"ai#a!#e in the 6.S. Honda e7$e'ts to
se## 344,444 o& the "ehi'#es ea'h (ear, with ha#& o& those sa#es in the 6nited States.
Sin'e 3443, Honda has a#so !een se##ing the Honda Ci"i' H(!rid <344A %ode#= in the 6.S.
%ar/et,. It was &o##owed !( the Honda A''ord H(!rid, o&&ered in %ode# (ears 3442 throgh
344F. Sa#es o& the Honda CR)L !egan in 0a$an in Fe!rar( 34+4, !e'o%ing Honda1s third h(!rid
e#e'tri' 'ar in the %ar/et.
In an inter"iew in ear#( Fe!rar( 34++, a Honda e7e'ti"e dis'#osed that Honda $rod'es arond
344,444 h(!rids a (ear in 0a$an.
+ydro-en !ue" ce""
In Ta/ane@awa, 0a$an, on +. 0ne 3445, Honda Motors $rod'ed the &irst asse%!#()#ine FCO
C#arit(, a h(!rid h(drogen &e# 'e## "ehi'#e. More e&&i'ient than a gas)e#e'tri' h(!rid "ehi'#e, the
FCO C#arit( 'o%!ines h(drogen and o7(gen &ro% ordinar( air to generate e#e'tri'it( &or an
e#e'tri' %otor.
The "ehi'#e itse#& does not e%it an( $o##tants and its on#( !( $rod'ts are heat and water. The
FCO C#arit( a#so has an ad"antage o"er gas)e#e'tri' h(!rids in that it does not se an interna#
'o%!stion engine to $ro$e# itse#&. Li/e a gas)e#e'tri' h(!rid, it ses a #ithi% ion !atter( to
assist the &e# 'e## dring a''e#eration and 'a$tre energ( throgh regenerati"e !ra/ing, ths
i%$ro"ing &e# e&&i'ien'(. The #a'/ o& h(drogen &i##ing stations throghot de"e#o$ed 'ontries
wi## /ee$ $rod'tion "o#%es #ow. Honda wi## re#ease the "ehi'#e in gro$s o& +24. Ca#i&ornia is
the on#( 6.S. %ar/et with in&rastr'tre &or &e#ing s'h a "ehi'#e, thogh the n%!er o& stations
is sti## #i%ited. Hi#ding %ore stations is e7$ensi"e, as the Ca#i&ornia Air Resor'es
Hoard <CARH= granted V..5 %i##ion &or &or H3 &e#ing stations, 'osting V+.F %i##ion 6SD ea'h.
O()ective& o! t'e Study
X To /now a!ot the Honda 'o%$an(.
X To /now a!ot its Dro%otiona# a'ti"ities.
X Its Mar/et Dosition.
X HondaEs #e"e# o& 'sto%er satis&a'tion.
X Its histor( and the 'o%$an( $ro&i#e.
X Cost sa"ing initiati"es.
+ypot'e&i&
A 'ypot'e&i& 'onsists either o& a sggested e7$#anation &or an o!ser"a!#e $heno%enon or
o& a reasoned $ro$osa# $redi'ting a $ossi!#e 'asa# 'orre#ation a%ong %#ti$#e $heno%ena. The
ter% deri"es &ro% the Gree/, h($osthenia %eaning Nto $t nderN or Nto s$$ose.N The s'ienti&i'
%ethod re8ires that one 'an test a s'ienti&i' h($othesis. S'ientists genera##( !ase s'h
h($otheses on $re"ios o!ser"ations or on e7tensions o& s'ienti&i' theories. E"en thogh the
words Nh($othesisN and Ntheor(N are o&ten sed s(non(%os#( in 'o%%on and in&or%a# sage, a
s'ienti&i' h($othesis is not the sa%e as a s'ienti&i' theor(.
H($othesis %a( !e de&ined as a $ro$osition or a set o& $ro$osition set &orth as an
e7$#anation &or the o''rren'e o& so%e s$e'i&ied gro$ o& $heno%enon either asserted %ere#( as
a $ro"isiona# 'on>e'tre to gide so%e in"estigation or a''e$ted as high#( $ro!a!#e in the #ight
o& esta!#ished &a'ts. Yite o&ten a resear'h h($othesis is a $redi'ti"e state%ent, 'a$a!#e o& !eing
tested !( s'ienti&i' %ethods, that re#ates an inde$endent "aria!#e to so%e de$endent "aria!#e.
NU44 +YOT+ESIS
A nu"" 'ypot'e&i& is a h($othesis <within the 'onte7t o& statisti'a# h($othesis testing= that %ight
!e &a#si&ied on the !asis o& o!ser"ed data. The n## h($othesis t($i'a##( $ro$oses a genera# or
de&a#t $osition, s'h as that there is no re#ationshi$ !etween two 8antities, or that there is no
di&&eren'e !etween a treat%ent and the 'ontro#. The ter% was origina##( 'oined !( Eng#ish
geneti'ist and statisti'ian Rona#d Fisher.
The n## h($othesis <o&ten denoted !( H4= &or%a##( des'ri!es so%e as$e't o& the statisti'a#
N!eha"iorN o& a set o& data. The N## H($othesis is o& this $ro>e't re$ort is that 'sto%ers are
high#( satis&ied.
A4TERNATE +YOT+ESIS
A#ternati"e h($othesis is the Nh($othesis that the restri'tion or set o& restri'tions to !e tested does
NOT ho#d.N o&ten denoted H+. S(non(% &or 1%aintained h($othesis.1 The A#ternate H($othesis o&
this $ro>e't re$ort is that 'sto%ers are not satis&ied
+onda Dua"ity $ A&&urance Cant (e rep"aced (y anyone.
+onda romotiona" Strate-ie& are di&tinct and &tri8e +onda direct"y in Mind
+onda u&e ne7 Tec'no"o-y to promote t'eir exi&tin- product&.
Re&earc' Met'odo"o-y
The $r$ose o& %ethodo#og( is to des'ri!e the $ro'ess in"o#"ed in resear'h wor/. This in'#des
the o"era## resear'h design, data 'o##e'tion %ethod, the &ie#d sr"e( and the ana#(sis o& data.
Resear'h is a 'o%%on $ar#an'e re&resh to a sear'h &or /now#edge. One 'an a#so de&ine resear'h
as a s'ienti&i' ; s(ste%ati' sear'h &or $ertinent in&or%ation on a s$e'i&i' to$i'.
In &a't, resear'h is an art o& s'ienti&i' in"estigation. The ad"an'e #earnerEs di'tionar( o& 'rrent
Eng#ish #a( down the %eaning resear'h as a 'are&# in"estigation ; in8ir( s$e'ia##( sear'h &or
new &a'ts in an( !ran'h /now#edge.
Re&earc' /e&i-n
Resear'h Design is the arrange%ent &or 'onditioned &or data 'o##e'tion ; ana#(sis o& data in a
%anner that ai%s to 'o%!ined re#e"an'e to resear'h $r$ose with e'ono%( in $ro'edre.
A resear'h design is a %aster $#an or %ode# &or the 'ond't o& &or%a# in"estigation. It is !#e
$rint that is &o##owed in 'o%$#eting std(.
The resear'h 'ond'ted !( %e is a des'ri$ti"e resear'h. This is des'ri$ti"e in natre !e'ase
std( is &o'sed on &a't in"estigation in a we## str'tred &ro% and is !ased on $ri%ar( data.
Re&earc' "an
Type o! &tudyE For 'o%$#eting %( std( I ha"e gone &or sa%$#e std( !e'ase #oo/ing at the
si@e o& $o$#ation ; the ti%e #i%itation it was not 'on"enient &or %e to 'o"er entire $o$#ation.
Hen'e, I ha"e gone &or sa%$#e std( rather than 'enss std(.
Samp"in- "an
A sa%$#e design is a de&inite $#an &or o!taining a sa%$#e &ro% a gi"en $o$#ation. It re&ers to the
te'hni8e or the $ro'edre that resear'her wo#d ado$t in se#e'ting ite%s to !e in'hed in the
sa%$#e i.e. the si@e o& sa%$#e. Sa%$#ing $#an is deter%ined !e&ore data are 'o##e'ted.
Step& in Samp"in-E
+. 6nderstanding the Mar/eting strategies o& Honda.
3. Std( the 'o%$an( $ro&i#e ; re#ated as$e'ts.
A. To 'o##e't the in&or%ation &ro% se#& 'onstr'ted 8estionnaire.
-. Meeting with di&&erent owners o& Honda showroo%.
2. O!taining the o$inion and sggestions o& owners at di&&erent #e"e#s.
.. Dre$are 8estionnaire on the !asis o& a!o"e in&or%ation.
F. Gather in&or%ation &ro% di&&erent sor'e #i/e !oo/s Internet %aga@ines et'.
5. On the !asis o& the answers and the in&or%ation gathered &ro% other sor'es $re$are
the re$ort.
Samp"in- 1rameE
The #ist o& sa%$#ing nits &ro% whi'h sa%$#e is ta/en is 'a##ed sa%$#ing &ra%e.
Samp"in- SiFeE
Tota# sa%$#e si@e is 24.
Samp"in- rocedureE
The se#e'tion o& res$ondents were a''ording#( to !e in a right $#a'e at a right ti%e and so the
sa%$#ing were 8ite eas( to %easre, e"a#ate and 'o)o$erati"e. It was a rando%#( area
sa%$#ing %ethod that atte%$ts to o!tain the sa%$#e o& 'on"enient.
DATA ANALYSIS
Q1.
How long have you been associated with HONDA oto!s
No. o" #es$ondents
%e!centage
1. From 1 year 10
10%
2. From 1 3 years 40
40%
3. From 3 5 years 0
0%
4. From 5 7 years 30
30%
5. Above 7 years 20
20%
Q&. 'i(
)nowledgeable Sales$e!son
No. o" #es$ondents
1. Strongly Disagree 0
2. Disagree 0
3. Neither Disagree Nor Agree 0
4. Agree !
5. Strongly Agree 14
!% "eo"le agree# that the sales "ersons are $no%le#geable an# 14%
strongly #isagree# that the
sales "ersons are $no%le#geable.
Q& 'ii(.
*+$loyees s$ent enough ti+e with you be"o!e sales

No. o" #es$ondents
1. Strongly Disagree 0%
2. Disagree 0%
3. Neither Disagree Nor Agree 0%
4. Agree !4 %
5. Strongly Agree 3!%
!4% "eo"le agree# that the sales "ersons s"ent eno&gh time %ith them
be'ore the sales an# 3!%
strongly agree# %ith this.
Q& 'ii(.
*+$loyees s$ent enough ti+e with you du!ing sales
No. o"
#es$ondents
2. Disagree 4%
4. Agree !2 %
5. Strongly Agree 34 %
!2% agree# that sales "ersons s"ent eno&gh time %ith them #&ring the
sales( %hile 34% strongly agree# that the sales "ersons s"ent eno&gh time
%ith them #&ring sales an# only 4% #isagree# %ith this.
Q& 'ii(.
*+$loyees s$ent enough ti+e with you a"te! sales
No. o"
#es$ondents
1. Strongly Disagree 0 %
2. Disagree 22 %
3. Neither Disagree Nor Agree 0 %
4. Agree 54 %
5. Strongly Agree 2! %
!0% agree# that the sales "ersons s"ent eno&gh time %ith them a'ter sales(
2!% strongly agree# %ith this an# 14% #isagree# that the sales "ersons
s"ent eno&gh time %ith them a'ter sales.
Q& 'iii(.
Dis$lay o" e!chandi,e
No. o"
#es$ondents
2. Disagree 0 %
4. Agree )4 %
5. Strongly Agree ! %
)4% agree# that the #is"lay o' mer*han#i+e %as attra*tive an# !% strongly
agree# that the #is"lay o' mer*han#i+e %as attra*tive.
Q& 'iv(.
Availability o" the %!oduct
No. O"
#es$ondents
2. Disagree 4%
4. Agree )1
%
)1% agree# that the availability o' the "ro#&*t %as there( 5% strongly
agree# that the availability
%as there %hile only 4% sai# they #isagree# %ith this.
Q& 'v(.
-a!iety.Selection o" e!chandi,e
No. o"
#es$ondents
2. Disagree !%
4. Agree 7
%
7% agree# that there %as variety,sele*tion o' mer*han#i+e %hereas 7%
strongly agree# that eno&gh variety %as there an# !% #isagree# %ith this.
Q.& 'vi( -ehicle in /ood 0ondition
No. o"
#es$ondents
1. Strongly Disagree 0
%
2. Disagree 2
%
3. Neither Disagree Nor Agree 0
%
4. Agree 2
%
5. Strongly Agree 1!
%
2% agree# that the vehi*le %as in goo# *on#ition %hen #elivere#( 1!%
strongly agree# %ith this %hereas only 2% #isagree# %ith this.
Q& 'vii(.
%!ices A!e A1o!dable
i. No. o" #es$ondents
&. Disagree 12 %
3. Agree 21 %
!4% strongly agree# that the "ri*es are a-or#able( 21% agree# that the
"ri*es are a-or#able %hereas only 15% sai# that they neither #isagree# nor
agree# %ith this.
Q& 'viii(.Att!active Discounts O1e!ed
No. o"
#es$ondents
2. Disagree 2!%
4. Agree 47%
5. Strongly Agree 27%
55% agree# that the #is*o&nts o-ere# are attra*tive( 34% strongly agree#
%ith this %hile 11% #isagree# an# sai# that the #is*o&nts o-ere# %ere not
attra*tive.
Q& 'i5(.
D6co! O" The 7aiting A!ea Is %leasing
No. o"
#es$ondents
2. Disagree 0%
4. Agree
0%
5. Strongly Agree
20%
0%agree# that the #.*or o' the %aiting area %as "leasing %hile 20%
strongly agree# that the #.*or o' the %aiting area %as "leasing
Q& '5(.
O1e!ed A Test D!ive
i. No. o" #es$ondents
3. Disagree 20%
5. Agree 74%
!. Strongly Agree !%
.
74%agree# that the test #rive %as o-ere# to them( !% strongly agree# that
the test #rive %as o-ere# %hile 20% #isagree# %ith this.
Q& '5i(.
%ost Sales 8ollow 9$ Done #egula!ly
No. o"
#es$ondents
2. Disagree 15%
4. Agree 5)%
5. Strongly Agree 2!%
5)%agree# that the "ost sales 'ollo% &"s are #one reg&larly( 2!% strongly
agree# an#
15%#isagree# %ith this.
Q& '5ii(.
#es$onds To co+$laints Quic:ly
No. o" #es$ondents
%e!centage
2. Disagree )%
4. Agree
!1%
4% agree# that the res"onse to *om"laints is /&i*$( 1% strongly agree#(
12% neither agree# nor #isagree# an# !% #isagree# %ith this.
Q& '5iii(.
Se!vice At HONDA Se!vice Station Is *5cellent
No. o"
#es$ondents
2. Disagree 4%
4. Agree 2%
2% sai# that the servi*e at 01NDA servi*e station is e2*ellent( 14%
strongly agree# %hile only 4% #isagree# %ith this.
Q& '5iv(.
0a!e"ul 7ith %e!sonal In"o!+ation
No. o"
#es$ondents
2. Disagree 0%
3. Neither Disagree Nor Agree %
4. Agree 5%
5% agree# that yes they %ere *are'&l %ith "ersonal in'ormation( strongly
agree# %ith this an#
% neither agree# nor #isagree#.
Q& '5v(.
All The 0o++it+ents A!e 8ul;lled
No. o"
#es$ondents
2. Disagree 7%
4. Agree !%
)4% strongly agree# that all the *ommitments %ere '&l3lle# an# !% agree#
%ith this.
Q2 'i(. Are yo& a%are o' the 'ollo%ing 'a*ilities "rovi#e# by 01NDA4
Insu!ance ' 0ashless ( with < de$!eciation .
No. o"
#es$ondents
1. 5es )%
2. No 2%
)% sai# yes that they are a%are abo&t 01NDA ins&ran*e %hile only 2% sai#
that they %ere not a%are.
Q2 'ii( *5tended wa!!anty
No. o"
#es$ondents
1. 5es )7%
2. No 3%
)7% sai# they %ere a%are abo&t e2ten#e# %arranty an# 3% sai# that they
#i# not $no% abo& this.
Q2 'iii(. Auto Te!!ace
No. o"
#es$ondents
1. 5es )%
2. No 2%
)% sai# they %ere a%are abo&t tr&e val&e an# 2% sai# they %ere not
a%are.
Q2 'iv( HONDA oto!s ;nance
No. o"
#es$ondents
1. 5es 75%
2. No 25%
75% sai# that they %ere a%are abo&t 01NDA 6otors 3nan*e an# 25% sai#
that they %ere not a%are o' it.
Q2 'v( Autoca!d
No. o"
#es$ondents
1. 5es 4%
2. No 1!%
4% sai# that they %ere a%are abo&t a&to*ar# an# 1!% sai# that they %ere
not a%are o' it.
Q2 'vi(./enuine Accesso!ies
No. o"
#es$ondents
1. 5es 5%
2. No 15%
5% sai# that they %ere a%are o' gen&ine a**essories available an# 15%
sai# they %ere nota%are.
Q3.7hat is yo&r overall o"inion abo&t 01NDA4
0hoice
No. o"
#es$ondents
1. 8ery ba# 0%
2. 9a# 0%
3. Neither ba# nor goo# 0%
4. :oo# 4%
5. 8ery goo# )!%
)!% sai# that there overall o"inion abo&t ;A;A %as that it is very goo# %hile
4% sai# that it is goo#.
Q 4. 0o% li$ely %o&l# yo& re*ommen# 01NDA4
#eco++end
i. No. o' <es"on#ents
2. 8ery =nli$ely 0%
3. =nli$ely 0%
4. Neither =nli$ely nor li$ely 0%
5. >i$ely 10%
!. 8ery >i$ely )0%
)0% "eo"le sai# they %o&l# very li$ely re*ommen# 01NDA to other "eo"le
an# 10% sai# they %o&l# li$ely re*ommen# 01NDA to others.
Q.=( Do yo& li$e the "romotions an# a# *am"aigns o' 01NDA 6otors4
No. o' <es"on#ents
1.8ery =nli$ely 0%
2.>i$ely 70%
3.8ery >i$ely 30%
?romotional Strategies an# A# @am"aigns &se# by 0on#a are basi*ally to
re"resent %hole 9ran# not the "arti*&lar "ro#&*t ..
An An#ia *&rrent e-e*tive *am"aign is ?17B< 1F D<BA6S . 'eat&ring 01NDA
@A8A@ an# @A;5 on a long Free%ay C
0ON0L9SION
1n an average more than 73% "eo"le 'eel that the "ri*es are a-or#able
%hereas 12%
#o not agree( 74% believe that attra*tive #is*o&nts are o-ere# %hereas 2!%
are not
satis3e# %iththe #is*o&nts o-ere#. 20% sai# that the test #rives are not
o-ere# an#
15% sai# that "ost sales 'ollo% &"s are not #one reg&larly %hereas 5% sai#
that they
%ere #one reg&larly b&t "eo"le 'eel that it is the "eo"leDs *ar as it is
satis'a*tory on all
other "arametersE $no%le#geable sales "ersons ( em"loyees s"ent eno&gh
time be'ore
an# #&ring sales( #is"lay o' mer*han#ise is attra*tive( availability o' "ro#&*t(
variety o'
mer*han#i+e( vehi*le in goo# *on#ition( "ri*es are a-or#able( attra*tive
#is*o&nts are
o-ere#( #.*or o' the %aiting area is "leasing( res"on#s to *om"laints /&i*$ly(
servi*e at
;A;A 6otors servi*e station is e2*ellent( *are'&l %ith "ersonal in'ormation
an# is val&e
'or money . ;he overall o"inion abo&t ;A;A 6otors is very goo#. !% "eo"le
agree#
that the sales "ersons are $no%le#geable an# 14% strongly #isagree# that
the sales
"ersons are $no%le#geable. !4% "eo"le agree# that the sales "ersons s"ent
eno&gh
time %ith them be'ore the sales an# 3!% strongly agree# %ith this. !2%
agree# that
sales "ersons s"ent eno&gh time %ith them #&ring the sales( %hile 34%
strongly agree#
that the sales "ersons s"ent eno&gh time %ith them #&ring sales an# only
4% #isagree#
%ith this.
!0% agree# that the sales "ersons s"ent eno&gh time %ith them a'ter sales(
2!%
strongly agree# %ith this an# 14% #isagree# that the sales "ersons s"ent
eno&gh time
%ith them a'ter sales. )4% agree# that the #is"lay o' mer*han#i+e %as
attra*tive an#
!% strongly agree# that the #is"lay o' mer*han#i+e %as attra*tive. )1%
agree# that the
availability o' the "ro#&*t %as there( 5% strongly agree# that the availability
%as there
%hile only 4% sai# they #isagree# %ith this.
7% agree# that there %as variety,sele*tion o' mer*han#i+e %hereas 7%
strongly
agree# that eno&gh variety %as there an# !% #isagree# %ith this. 2%
agree# that the
vehi*le %as in goo# *on#ition %hen #elivere#( 1!% strongly agree# %ith this
%hereas
only 2% #isagree# %ith this. !4% strongly agree# that the "ri*es are
a-or#able( 21%
agree# that the "ri*es are a-or#able %hereas only 15% sai# that they
neither #isagree#
nor agree# %ith this.
55% agree# that the #is*o&nts o-ere# are attra*tive( 34% strongly agree#
%ith this
%hile 11% #isagree# an# sai# that the #is*o&nts o-ere# %ere not attra*tive.
0%agree#
that the #.*or o' the %aiting area %as "leasing %hile 20% strongly agree#
that the
#.*or o' the %aiting area %as "leasing 74% agree# that the test #rive %as
o-ere# to
them( !% strongly agree# that the test #rive %as o-ere# %hile 20%
#isagree# %ith this.
5)% agree# that the "ost sales 'ollo% &"s are #one reg&larly( 2!% strongly
agree# an#
15%#isagree# %ith this. 4% agree# that the res"onse to *om"laints is /&i*$(
1%
strongly agree#( 12% neither agree# nor #isagree# an# !% #isagree# %ith
this.
2% sai# that the servi*e at 01NDA servi*e station is e2*ellent( 14%
strongly agree#
%hile only 4% #isagree# %ith this. 5% agree# that yes they %ere *are'&l
%ith "ersonal
in'ormation( strongly agree# %ith this an# % neither agree# nor #isagree#.
)4%
strongly agree# that all the ommitments %ere '&l3lle# an# !% agree# %ith
this. )% sai#
yes that they are a%are abo&t the Ans&ran*e S*hemes o' 01NDA %hile only
2% sai#
that they %ere not a%are.
7*>LIO/#A%HY
1. #reams.hon#a.*om
2. %orl#.hon#a.*om
3. %%%.%i$i"e#ia.*om
4. %%%.hon#a*arsin#ia.*om
5. %%%.s*rib#.*om
DUESTIONNARE
>eing an estee+ custo+e! o" HONDA SI*L 0A#S INDIA Ltd.
you a!e !e?uested to ta:e out
a "ew +inutes and ;ll the "ollowing Q9*STIONNAI#*@
Na+e@ CCCCCCCCCCCCCCCCCCCCCCC
Add!ess@
AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA
AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA
AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA ?in @o#eFFFFFFFFFFFF
/ende!@
ale
8emale
Age@
9elo%1
1G25
2!G35
3!G50
51 an# above
Occu$ation@
Servi*e 9&siness St&#ent 0o&se%i'e
Q.1( 0o% long have yo& been asso*iate# %ith 01NDA4
FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF
Q.&.( 0o% %o&l# yo& rate 01NDA 6otors on the 'ollo%ing "arameter4
St!ongly disag!ee
Disag!ee
Neithe! ag!ee No! disag!ee
Ag!ee
St!ongly ag!ee
i( Hno%le#geable sales "erson
ii( Bm"loyees s"ent eno&gh time
%ith yo&E
9e'ore sales
D&ring sales
A'ter sales
iii( Dis"lay o' mer*han#ise is attra*tive
iv( Availability o' the "ro#&*t
v( 8ariety,sele*tion o' mer*han#ise
vi( 8ehi*le in goo# *on#ition
vii( ?ri*es are a-or#able
viii( Attra*tive #is*o&nts o-ere#
i5( D.*or o' the %aiting area is "leasing
5( 1-ere# a test #rive
5i( ?ost sales 'ollo% &"s are #one reg&larly
5ii( <es"on#s to *om"laints /&i*$ly
5ii( Servi*e at 01NDA servi*e station is e2*ellent
5vi( @are'&l %ith "ersonal in'ormation
5v( All the *ommitments are '&l3lle#
5vi( 8al&e 'or money
Q.2( Are yo& a%are o' the 'ollo%ing 'a*ilities "rovi#e# by ;ata 6otors4
8A0ILITI*S Yes No
i( 01NDA 6otors ins&ran*e
ii( B2ten#e# %arranty
iii( A&to ;erra*e
iv( 8inan*e S*hemes
v( A&to*ar#
vi( :en&ine a**essories
Q.3( 7hat is yo&r overall o"inion abo&t 01NDA 6otors4
1.8ery 9a#
2.Neither 9a# Nor :oo#
3.:oo#
4.8ery :oo#
Q.4( 0o% li$ely %o&l# yo& re*ommen# 01NDA 6otors4
1.8ery =nli$ely
2.>i$ely
3.8ery >i$ely
Q.=( Do yo& li$e the "romotions an# a# *am"aigns o' 01NDA 6otors4
1.8ery =nli$ely
2.>i$ely
3.8ery >i$ely
Date @
Sign o" 0usto+e! Sign o"
*+$loyee
0ON0L9SION
Honda is 'o%%itted to &rther ad"an'ing $ower train te'hno#ogies in order to o&&er new $rod'ts
and te'hno#ogies that satis&( growing de%and &ro% 'sto%ers arond the wor#d &or high &e#
e&&i'ien'( and to a'hie"e %ore en"iron%enta##()&riend#( %o!i#it( that %ore $eo$#e 'an en>o(.
Honda wi## 'ontine to dedi'ate 'o%$an( resor'es to the 'reation o& new te'hno#ogies. Honda
wi## a#so 'ontine %a/ing 'a$ita# in"est%ents $roa'ti"e#( to strengthen the &#e7i!i#it( and
e&&i'ien'( o& its g#o!a# $rod'tion networ/.

Setting 'sto%er satis&a'tion as or n%!er one $riorit(, Honda stri"es to $ro"ide the >o( o&
%o!i#it( to e"en %ore 'sto%ers throgh the introd'tion o& new te'hno#ogies and new $rod'ts.
n this is a'hie"ed, or sa#es sho#d rea'h a$$ro7i%ate#( +. %i##ion nits &or %otor'('#es,
a$$ro7i%ate#( - %i##ion nits &or ato%o!i#es, and a$$ro7i%ate#( ..2 %i##ion nits &or $ower
$rod'ts !( the end o& the ,
th
Mid)ter%. In ter%s o& sa#es re"ene, this wi## e7'eed +4 tri##ion
(en.

Throgh a## o& these e&&orts, HondaEs goa# is to !e a 'o%$an( that so'iet( wants to e7ist, to
$rse the >o( o& %o!i#it(, and to e7tend this >o( to %ore 'sto%ers and to &tre generations.


Hero Honda For Satisfaction To The Consumer Report

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Hero Honda For Satisfaction To The Consumer Report

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