Company :- Honda

Subject:- Marketing Management -

ll Course:- PGDM (2013-15) Sec-C
Presented By:- Bhawan Singh, Mohit Kumar
Presented to:- Dr. Mukesh Porwal
Company Analysis
Honda motor company Limited is a Japanese public multinational
corporation; primarily known as a manufacturer of automobile and
motor cycle. Honda has been world largest motorcycle manufacturer
since 1959 as well as world largest internal combustion engines manufacturer, its producing
14 million internal combustion every year.

Company Profile
Founded By:- Hamamatsu (Japan) September 24,

1948 Founder:- Soichiro Honda , Takes Fujisawa

Headquarters:- Minato, Tokiyo, Japan

Takanobu Ito:- President, CEO, Representative Director

Products
Motorcycles
Power equipments
Engines
Robots
Aircraft
Solar Cells
Mountain Bikes
Water Pump
Honda Brio
Honda city
Honda accord
Honda CR-V
Honda Amaze
Competitors of the Honda Motor Ltd.
Mahindra & Mahindra Ltd.
Suzuki motor corporation
Toyota Motor Corporation
Hyundai motor Ltd.
Tata motor Pvt. Ltd.
Audi
Bajaj Motor
Nissan Motor Ltd.
Honda Cars India Ltd is a leading Manufacturer of premium cars in
India. The company established in 1995 with commitment to provide
Honda latest passenger car models and technologies to the Indian
customer.
Growth rate of Honda motor= $39.65
Operating profit =620billion yen(5.8 billion)
Net Income= 3899000
Total revenue=104889000
Total Assets= 879774
 Threat of New
Entry

Supplier Competitive
Buyer Power
Power Rivalry

Threat Of
Substitution
Competitive Rivalry:- Competitive rivalry Mean the intensity of competition
among the existing competitor in the market, its depend on their capabilities.
Some main rivals are the Honda Motor. These are the Toyota, Duster, M&M Ford
Motor General Motor etc.
Honda and these Rival keeps on innovating, improving, researching and
developing to competing to the Auto industry.

Example:- whenever one company release one model in the market others will catch
up and have similar product to compete.
 Honda Activa & TVS Wego
 Renault Duster ( petrol RxL) Honda city ML 1.5,
 Honda Accord & Toyota Camry
 when Honda has just released its FCX Clarity, the next generation of its fuel
cell vehicles, GM put their fuel cell platform into the body of a Chevy Equinox
SUV.
Buyer Power:- Honda have a lot of competitors. So customers will confuse when they
make decision for what Brand will be the best choice. It depends not only the famous
company but also the price and quality.
EX . Honda introduced Air Blade Scooter with functions like sport and fashion model, more
fuel-efficient engine technology. Customer want to buy it must order and wait around one
to two months.
Warranty, Toll free no 24/7,towing benefit gives Honda.

Threat of Substitution:-Means how easily your customers can switch to your

competitors product. Honda gives
 Honda car insurance
 Light weight ,easy to start, size & support
 Quality & material
 Fuel
 Best Technology
Threat of new entrant:-When new company enter in the market its face the different
problem like Cultural difference, government police, customer can easily switch.
Ex- Ford and Honda aggressively compete each other in American market. But Honda
getting their less profit due to the Government policies. That time is was threat for
Honda motor. Renault duster
Suzuki introduced Hayate scooter (less than 23% price) with air Blade Its reduce the
share of Honda.

Supplier Power :-One of the factor help the company to compete against with other
companies is the ability to reduce the cost. So the supplier play the important role to
make the company success. Raw material, Parts,
Key supplier:-Kinzoku Kogyo Co Ltd; Hirata Technical Co Ltd Hongo Co Ltd Kikuchi Co. Ltd;
Marujun Co Ltd Among these companies, Kikuchi Co Ltd deal with not only the supplier of
Honda but also Nissan‘s supplier. If Nissan was willing to purchase with higher price or had
some benefit promotion than Honda, Honda might be affected on the capacity and increase
the cost
 BCG Matrix
BCG Matrix:- Its based on the observation that the
company unit can be classified into four categories based on
combination of market growth and market share relative to
the best competitor. BCG matrix divided into four part.

Part of BCG Matrix :-

 Star
 Cash cow
 Question mark
 Dog
 BEG Matrix Honda
Market Share
Relative
HIGH HIGH Cash Generation LOW
Honda
Accord Honda CBR
Honda Honda
Civic Pump25
Honda
Market Growth Rate Cash Use

Amaze

Honda
Activa Honda Jazz
Honda Honda70
city

LOW
 Honda Product Mix Product Mix Width

Product 1 Product2 Product3 Product4 Product5

Cars Bikes Jets Engines Pumps
Product Line Length

Accord Activa N420HA GX25 WX10,WX15

Civic Aviator HA-420 GX100 WB20,WB30
Crosstour CB Trigger GX120 WH15,WH20
Honda CR-V CB twister GX340 WMP20
Honda CR-Z CB Unicorn GX390 WT20,WT30,WT
40
FCX Clarity CB GXR120 WDP30
Unicorn
dazzler
Insight CB 1000R iGX340 WSP50,WSP53
Odyssey CB Stunner iGX390 WSP73
Pilot CBR 1000RR GC160 WSP100
Ridgeline CBR 150R GCV190
CBR250R GXV50
CB Shine
CBR 300
 Product Life Cycle
Product Life Cycle: PLC used to map the lifespan of the product.
There are four step of the PLC.
 Introduction Stage
 Growth stage
 Maturity stage
 Decline stage
 Product Life Cycle Honda

Dream neo Honda Amaze Honda city, Accord,

CBR150R Honda70,
Brio,CRV,Cbshie CBF Stunner,
VT250 Jazz,CB750
VFR1200X,CBR2 Activa, Honda jet,
Odyssey K1,CB350
50R ASIMO, Civic, Solar cells
Unicorn,
Revenue/Profit

Revenue

Profit

Time