Phn tch SWOT ca Honda

I Phn tch SWOT

1. STRENGTHS ( im mnh)

Honda l mt trong nhng thng hiu ni ting trn ton th gii.

Trong nhng nm qua Honda c ngi dng cng nhn l mt trong nhng cng ty c sn xut ra nhng sn phm tt nht, c an ton cao... iu ny c th hin thng qua doanh s bn hng ca cng ty ti cc i l phn phi trn th trng tiu dng. T cui thp k 60 n u thp k 70 th Honda chim lnh th trng th gii v tr thnh nh sn xut xe my ln nht th gii, v t n nay th cng ty cha bao gi b mt danh hiu ny. Th trng tiu th ca Honda rt rng Li nhun tng cao. (Ti cc cng ty lin doanh Honda ti Trung Quc s gip cng ty tng thu nhp rng hng nm ln 10 t yen (92,5 triu USD), cao hn d on ban u ca cng ty, gim c ti chnh Yoichi Hojo pht biu vi hng tin Bloomberg. iu ny cho php Honda tip tc gi vng mc tiu thu nhp rng ngay c sau khi h thp d bo li nhun kinh doanh xung 3,1%. S pht trin ca th trng Trung Quc v Nga ang lm gim bt s ph thuc ca Honda v th trng Bc M, chim ti 70% li nhun kinh doanh ca hng.Doanh s bn hng ca Honda ti Trung Quc tng 15%, v gp i ti Nga trong qu u thuc nm ti kha, tng nhanh hn 8% ti M)

Honda lun t khch hng ln hng u, trung thnh vs KH.

Honda, dch v khch hng khng ch l chm sc tht tt chic xe ca bn. i vi chng ti, dch v khch hng l cung cp dch v tuyt ho, xuyn sut v nhng quyn li c bit ch dnh cho qu khch hng Lun ginh c ch ng trong lng gii tr.

Vi thit k vt tri, cng ngh tin tin, cht lng cao, an ton, Honda lun l mt trong nhng la chn tt nht cho khch hng,

Mu m sn phm.

Honda lun thay i kiu dng, mu m ca xe vi thit k vt tri, cng ngh tin tin, cht lng cao, an ton. Nm 1976, xe Accord ngay lp tc c mi ngi bit n vi c im tn t nng lng v d li, gip cho Honda tm c ch ng M. Dng xe Accura ra i vo nm 1986 to nn nhiu kiu xe Honda mnh hn v mang tnh th thao hn so vi nhng loi xe Honda khc. K t khi ra mt th trng thng 8 nm 2006, Honda Civic c khch hng Vit Nam tn nhim. Honda p dng rt nhiu nhng thnh tu khoa hc c th ci bin cht lng v mu m cho nhng chic xe ca mnh nh vic u t mt lng tin khng l vo vic pht trin cc mu xe chy bng pin nhin liu nh th ny, Honda thc s ang rt n lc chng minh cho sc sng ca mt th h cng ngh tng lai. Lun c nhng thit k mi. Mi ngi u mang trong mnh mt c m. c m y khng ch chp cnh cho ta sc mnh vt qua mi th thch m cn khi dy trong ta nim hng khi chia s, mt ng lc sng to v pht huy nhng tng tin b, s pht trin ca Honda c bn da trn tng y v Honda vn c xy dng t nhng c m. Sc mnh ca c m khng ngng a Honda vn n nhng bc t ph trong cng ngh, khng ch lnh vc xe my m c xe hi v my ng lc.

Ngoi ra, HVN c vn ch s hu thng hiu mnh, c li th v chi

ph 2. WEAKNESSES ( im yu)

Do thng hiu ni ting nn c rt nhiu sn phm khc tuy khng sn

xut hay c bt k mi quan h no vi cng ty Honda nhi thng hiu ca Honda lm nh hng n danh hiu ca cng ty.

(Trong thi suy thoi ton cu hin nay th Honda phi ng ca mt s

cng ty con Anh, sn lng t Anh gim 47,5% hi thng 12/08 so vi cng k nm 2007. S lng ng k t mi trong nm 2008 cng gim 11%, xung 2,1 triu chic. Ngy 30/1, Honda cho bit li nhun trong 3 thng cui cng ca nm 2008 gim 90% so vi cng k nm trc . Trong bi cnh khng hong ti chnh ton cu, Honda hin ang khng ngng p dng cc bin php ct gim chi ph, trong bao gm c vic tm thi ng ca c s chnh ca hng ti Anh trong bn thng k t thng hai)

Doanh thu ca Honda Motor gim trong 1 vi nm gnd dy imi sn phm v m rng dv

3. OPPORTUNITIES ( C hi) S kin SEMA 2008. Nhn s kin SEMA 2008, Honda cng b hon tt phin bn mi mu xe ang rt c a chung Honda Fit 2009 cng vi ph tng ca model Mugen mi v s tung ra th trng. Cc ph tng bao gm: vnh c 16 inch, np bm bnh du bng nhm, li tn nhit th thao, h thng gim thanh mi, hnh k hiu pha sau, tay gt linh hot, pedal th thao, thm lt sn xe

Ch to thm nhiu sn phm, ph tng mi.

Ch to m t chy diesel va m va khng cn b lc nhm p ng tiu chun nhim. Tuy nhin, s thnh cng ca cng ty ny vn l phn lm xe my. Lin tc m rng th trng tiu th. Honda ang th hin quyt tm tng th phn ti Trung Quc, vi k hoch to mt thng hiu ring cho th trng Trung Quc. Honda chim lnh th trng tiu th ti Canda. Canada l mt vng t rng ln ko di n tn chn tri v tri rng ra khp bn phng, vi nhng h

nc nm ri rc, v nhng thnh ph ch l nhng chm nh ni lin bng cc tuyn giao thng. y l c hi Honda pht trin dng sn phm ca mnh. Honda c xp v tr th 19 trong top 100 thng hiu mnh nht th gii nm 2006.
4. THREATS ( Thch thc)

C rt nhiu i th cnh tranh. i th mnh nht ca Honda l Toyota. Toyota d nh tung ra dng xe hybrid xng-in mi c gi khong 20.150 USD vo 2011 nhm cnh tranh vi chic Insight ca Honda, c gi di 20.000 USD th trng M. Toyota s ct gim chi ph sn xut Prius cho ra i mt sn phm r nh s dng ng c xng c dung tch nh hn 1,5 lt hin ti

Honda ang b rt nhiu sn phm nhi nhn hiu ca cng ty. iu ny Nhiu sn phm mi ca Honda b cc ca hng phn phi trn th

nh hng n thng hiu ca cng ty. trng t ng tng gi khi thy mt hng bn chy, khin cho khch hng khng cn nim tin i vi cng ty. iu ny rt nh hng n uy tn cng nh danh ting ca Honda.

II Phn tch chin lc

 Ptch SWOT 1. Chin lc SO 2. Chin lc ST 3. Chin lc WO 4. Chin lc WT

Tham kho:
CHin Lc Marketing 1. Chin lc sn phm a.

a dng ha chng loi sn phm, gi c trn all cc phn khc th Lin tc i mi v kiu dng, mu sc, mu m (1) Gi vng v nng cao uy tn, cht lng sp ca Honda (3) Cam kt sp thn thin vs mi trng (2)

trng
b. c. d.

2. Chin lc gi c a. Honda chim lnh tt mt phn nh k thut nh gi ca cty b. Ph hp vs ti a KH ca h:SP bnh dn (10->20tr) -> sp cao cp

c gi cao nhm tha mn nhu cu sd ca Khcao cp, th hinng cp

c. CH gi ca HVN nhm vo KH mc tiu ca h l tng lp trung

bnh ca XH
d. C nhng sp cao cp nhp t nc ngai nhm tip cn KH thuc tng

lp cao cp, nhng ng sn sng b ra khon tin ln tha mn nhu cu ca mnh (@,SH, PS, Dylan)
e. Nh CL gi -> HVN xh Vn t nhiu nm nay v ngy cng

khng nh v th ca mnh trn th trng tim nng

3. Chin lc phn phi sp a. Chui cc ca hng, i l a nhim ca Honda c pb trn khp 64

tnh thnh
b. Cc sp xe maycso cp nh SH, Lead, Click c y mnh sx, ptrin

v Phn phich yu ti cc thnh ph ln nh HN, TP.HCM, Nng..

c. Cc dng Sp nh wave, Dream,..thg` c phn phi tit.trng nng

thn, hng vo i tngc thu nhp TB, thp

4. Chin lc qung b sp a. Qung co trn phng tin thng tin i chng

SP Honda c ng tdng VN bit n vs: cht lng ng c, bn ng c, tiu hao nhin liu t, an tan cao, nhng sp gn y ca cty thn thin vs MT Vi thng ip: An tan, Mi trng & h x hi trong cdch Ti Yu VN
b. Bn hng trc tip

Tm hiu i tng KH:La chn KH mc tiu trong s KH tim nng, tp trung vo 2 i tng KH da theo mc thu nhp. Cty tip cnvs KH vs mc tiu r rng

c. Ch trng PR sp ti KH

KM nhn dp cc ngy l ln trong nm Tgia cc chtrnh nh gi mc chp nhn ca KH

d. Tgia h t thin nhm gii thiu sp ti ng tiu dng

31/10 1/11/2007, Cty HVn n Thanh Ha-Ngh An trao tng tin cu tr cho cc gnh chu ah ca l lt H tr gd Vnh PHc 2009 Trao tng 200 sut hc bng tr gi 100tr cho 200 em hs vt kh ng h Nn nhn sp cu Cn Th