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Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

HONDA Prepared by Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

Vision Focusing on satisfaction (customers, associates and shareholders) with Challenging spirit and flexibility, we are dedicated to supplying latest generation cars with advanced technology, greater fuel efficiency and competitive prices, along with Friendly and efficient after sales back up, maintaining "quality as core of all activities. Mission Statement : The mission Statement of Honda is to try to maintain a global point of view, with the dedication to supply the highest quality products at a reasonable price for worldwide customer satisfaction. Moreover, taking new challenges with the pursuit of initiative, technology and quality, Honda is pursuing their 2010 vision : Striving to be a company society which wants to exist by means of creating new value, globalization and also commitment for the future.

Business Market : The unit automobile sales of Honda has outpaced that of the previous fiscal year as reported by CEO of the company in 2011. This overall increase happens in spite of the declines in Japan and Europe due to the growth in unit sales in North America as well as Asia.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

The reactionary decline in demand in the latter half of the fiscal year that follows the termination of the government subsidies has resulted in the increasing toughness of the operating conditions. For example, new models were presented in order to boost sales and this includes the Fit Hybrid, however, due to the deteriorating and shrinking demand which also accompanied the negative consequences of the Great Japan Earthquake as well as other factors, unit sales have decreased. Also, in Europe despite the access of the CR-Z as a new market entrant as well as other measures that were taken, the sales also remained stagnant there because of terminating sales support policies in some countries in the region, weakness in consumer spending trends as well as more rough competition. However, in North America, on the other hand, the company has achieved moderate recovery in the sales of the USA and also sales of the new model Odyssey. Furthermore, in Asia, demand was growing significantly in China and the sales of CR-V exhibited great expansion. Moreover, sales have significantly grown in Thailand, Indonesia as well as in amid favorable economic trends. Current Condition : Recently, Honda has been subject to a period of major changes in its business conditions. There are some basic factors which are responsible

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

for effecting that change. The first and most important factor of that is the increased awareness on a global scale of some important issues that have close association and consideration also for the environment as well as the economic growth in the emerging market nations and this has brought about many structural changes to the world economy. In order for Honda to grow and to continue developing, it shall be of paramount importance to it to generate and also commercialize its advanced environmental technologies and also considering the business position in the market neat the cooperative society. Having this awareness in mind, the company is dedicated to making the next 10 years as a suitable time for making reforms in the direction of submitting what is good and right for the customers. Strategy of Honda : The main strategy of Honda is based on the principle of providing excellent products to customers with much speed, affordability as well as low CO2 emissions. Till now the company is taking aggressive measures to doing this. By delivering good products, Honda means that it must create some attractive products which are thought to be necessary. This could be easily done by means of much dependence on technology, knowledge and ingenuity.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

As for motorcycles, the company tends to provide good products at affordable prices. It has among the motocycles, the commuter types which play a pivotal role in providing people with basic transportation.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

There are also entertainment types which people use for joy and pleasure for riding. The market of commuter types in the emerging market countries is expanding in addition to economic growth. This trend is used as a driving force and therefore, Honda sold nearly 17, 952, 000

motorcycles. The basic markets which are used for the operations of motorcycles are China, India, Indonesia as well as other countries which have large populations as well as further growth in sales which is expected in many countries.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

SWOT Analysis : Strengths o Internal Combustion engine evolution and spread of hybrids. o Consolidating Honda brand with distinctive branding. o It has initiatives to develop and market new energy generating products. o It strives to conduct business from global perspectives and also to increase corporate value. o Paying much more attention to environmental issues. o Making reformations in the direction of delivering good products to customers. Weaknesses o Lack of much promotional campaigns. o The company's shareholder's of record date may not receive the dividend they expect. o Weak distribution in Europe and emerging markets. o It failed to understand European culture. o Poor market share and decline in sales. o Weak brand image in the European market. o Difficulty in penetrating luxury markets.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796 o It responds to the strong demand for commuter types motorcycles. o Creating innovative products. Opportunities o In Europe, economic conditions, in general, improved along with some increases in consumer spending and other developments. o In Asia, the economies of China and India expanded, and the remaining countries in the region generally reported recoveries. o Threats o Threats of competition. o Threats of rising prices. o Threats of worsening conditions. o The automobile industry is in its mature stage of lifecycle. o Oversupply of motor vehicles. o Fierce competition from the foreign and local manufacturers.

Marketing Mix : Product :

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796 Honda boosts to have diversified high quality car models including Honda Jazz, Honda City 2008, Honda Civic, Honda Accord 2008, Honda Civic Hybrid and Honda CR-V. All the models of Honda are characterized by their unique and oustanding design among its competitors. The interiors of the car are designed in a brilliant way as it has multi-dimensional dash, steering wheel with audio controls. Moreover, it has also I Pod Connective Music System, comfortable seat, and safety features like the airbags. It has also engine, gearbox as well as 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. Place : Honda has distribution outlets in many parts of the world including USA, Japan and the Middle East. Its vehicles are distributed at the same distribution outlets of its motorcycles. However, it has narrow product line. It suffers also from lack of market sensitivity. Price : Honda is striving hard to make the prices of its products at similar level to that of the competitors. Promotion :

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796 Honda tends to promote its products in a similar way in many parts of Europe ( Whether in France, Italy, Germany or UK ). However, the company don't spend much money on its promotional campaigns as it depends mostly on word of mouth as well as its websites. However, it has ineffective advertising strategies or tactics. It doesn't pay attention to marketing and promotion.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796 Recommendations : o To dedicate more resources to alter brand perception ( enhance brand awareness). o Increase and diversify its products.

Amr Basha General Manager of Cairo Translation Center Egypt : 01099410250 Kuwait : 0096560099796 References : Cenuar, Media. ( 2012). Honda, Marketing Week, http://www.marketingweek.co.uk/brands/honda/ Honda Report 2011, http://world.honda.com/investors/library/annual_report/2011/h onda2011ar-all-e.pdf