Atienza, Jhon Mark G.

BSBA FM3 G2

Project in
Strategic
Management

Submitted to:
Mrs. Teresita Ilagan
1.Study the biography of Toshihiro Mibe, CEO of Honda Motor Corporation,
includes her childhood if something is significant her interest , her educational
attainment, professional and career orientation and the facts that might have
contributed to the success she is enjoying now.

Toshihiro Mibe (CEO of Honda Motor of Companies Inc.)

Personal Information
Age: 62 years old

Sex: Male

Birthdate: July 1, 1961

Citizenship: Japanese

Educational Background

Alumnus of HU’s School of Engineering (Cluster 1, Mechanical Engineering)

and the Graduate School of Engineering (Combustion Engineering
Laboratory).

Toshihiro Mibe is the president, CEO and representative director of Honda Motor
Co., Ltd., assuming these positions in April 2021.

Prior to becoming Honda's global CEO, Mibe served as senior managing director
of Honda Motor Co. from June 2020, while concurrently holding the position as
president and representative director of Honda R&D Co., Ltd. since 2019.

Mibe joined Honda in 1987 and began his career in automobile research and
development, mainly focused on engine development. A true engine expert, Mibe
played a key role in the development of some of Honda's most iconic engines that
have powered most Honda and Acura vehicles over the past two decades
As president of global R&D, he has been a driving force in the advance of Honda's
electrification efforts and its relationship with General Motors (GM). This includes
the battery and electric vehicle co-development initiatives and the partnership
with GM and Cruise in the area of shared autonomous vehicles.

Mibe became an operating officer in 2009, and then stepped up to become a

managing officer of Honda R&D Co., in April 2012

In April 2014, Mibe was named an operating officer of Honda Motor Co. and the
executive in charge of Powertrain Business, head of the Powertrain Production
Supervisory Unit, and Automobile Production within Automobile Operations.

In April 2016, Mibe was named a senior managing officer and director of Honda
R&D Co., in charge of the Automobile R&D Center.

In April 2018, he became a managing officer of Honda Motor Co. and,

concurrently, the executive vice president and director of Honda R&D Co.

In April 2019, Mibe was named executive in charge of Intellectual Property and
Standardization of Honda Motor Co. and president and representative director of
Honda R&D Co.

In April 2020, he became a senior managing officer of Honda Motor Co., the
executive in charge of Monozukuri (which includes R&D, Production, Purchasing,
Quality, Parts, Service, Intellectual Property, Standardization and IT) and the Risk
Management Officer.

In June 2020, Mibe was named senior managing director of Honda Motor Co. and
director in charge of Monozukuri, while retaining his position as president of
Honda R&D Co.

In April 2021, Mibe was named president, CEO and representative director of
Honda Motor Corp.

2.Study the beginnings of Honda Motor Corporation, the challenges it

encountered through the years and it's journey toward to success.
Honda is one of the most recognizable automobile brands in the world, known for
its high-quality vehicles, cutting-edge technology, and commitment to innovation.
From humble beginnings as a small motorcycle manufacturer in Japan, Honda has
grown into a global giant with a diverse range of products that cater to the needs
of millions of customers around the world. In this article, we will explore the
success story of Honda, highlighting its journey, achievements, and the factors
that have contributed to its remarkable growth.

Honda was founded by Soichiro Honda and Takeo Fujisawa in 1948, with a vision
to provide affordable and reliable transportation to the masses. Initially, the
company focused on manufacturing motorcycles, and its first product, the Dream
D-type, was released in 1949. The motorcycle quickly gained popularity due to its
durability, fuel efficiency, and affordability, which became the hallmarks of
Honda’s philosophy.

In the early 1960s, Honda decided to expand its product line by entering the
automobile market. The company introduced its first car, the T360, in 1959,
followed by the S500 sports car in 1964. However, it was the introduction of the
Civic in 1972 that marked a significant turning point for Honda. The Civic was
designed to be a compact, fuel-efficient vehicle that could meet the growing
demand for cars in the wake of the oil crisis. Its success was unprecedented, and
it quickly became one of the best-selling cars in the world.

Honda’s focus on innovation and technology has been a key factor in its success.
The company invests heavily in research and development, constantly pushing the
boundaries of what is possible in the automotive industry. One of its most notable
achievements is the development of the VTEC (Variable Valve Timing and Lift
Electronic Control) engine, which revolutionized the way engines perform. VTEC
technology allows engines to adjust their valve timing and lift to optimize power
output and fuel efficiency, resulting in better performance and lower emissions.
This technology has become synonymous with Honda and has been adopted
across its entire product line.

Honda’s expansion into international markets began in the late 1970s, with the
establishment of Honda Motor Company of America in 1979. The company
continued to grow globally, setting up operations in Europe, Asia, and South
America. Today, Honda is present in over 150 countries, with a network of
dealerships, manufacturing plants, and R&D facilities. Its global reach has enabled
it to tap into new markets, adapt to local preferences, and develop products
tailored to specific regions.

Despite its success, Honda has faced several challenges and setbacks along the
way. In the 1990s, the company struggled with quality issues, particularly with its
luxury brand, Acura. It also encountered difficulties in the early 2000s due to a
decline in demand for motorcycles and scooters. However, under the leadership
of CEO Takanobu Ito, Honda implemented various cost-cutting measures and
refocused its efforts on developing environmentally friendly technologies. These
efforts paid off, and Honda bounced back stronger than ever.

Honda has achieved numerous milestones throughout its history. Some of its
most notable accomplishments include:

Producing its 100 millionth motorcycle in 1997

Introducing the hybrid Insight model in 1999, which became the first production
vehicle to use Honda’s Integrated Motor Assist (IMA) system

Launching the FCX Clarity, a hydrogen fuel cell electric vehicle, in 2008

Developing the Earth Dreams Technology series of engines, which offer improved
fuel economy and reduced emissions

Celebrating its 50th anniversary in 2014, with a total production volume of over
100 million vehicles worldwide

The success story of Honda is a testament to the power of innovation,

perseverance, and customer satisfaction. From its humble beginnings as a small
motorcycle manufacturer, Honda has grown into a global giant with a diverse
range of products that cater to the needs of millions of customers around the
world.
Some of the challenges faced by Honda Motor include:

Quality Control Issues: Despite their reputation for quality, Honda has faced
challenges with recalls due to various issues, such as faulty seat belts and fuel
pump failures. These quality control issues can damage consumer trust and
require significant resources to rectify.

Transition to Electric Vehicles: While Honda has made strides in developing

electric vehicles (EVs), including forming joint ventures with companies like Sony,
transitioning their product lineup to EVs poses challenges. This includes investing
in new technology, infrastructure, and navigating regulatory changes.

Integration of Autonomous Driving Technology: Honda's ambition to sell vehicles

with level 3 self-driving technology presents challenges in terms of safety,
regulatory approval, and consumer acceptance. Developing and integrating
autonomous driving systems requires significant investment in research and
development.

Collaboration and Partnerships: While collaboration with companies like Sony and
General Motors can bring benefits, it also presents challenges in terms of aligning
goals, managing joint ventures, and integrating technologies and processes
effectively.

Market Competition: Honda faces intense competition from both traditional

automakers and new entrants in the automotive industry. Competing with
established players and disruptive startups requires continuous innovation and
agility.

Supply Chain Disruptions: Like many automotive manufacturers, Honda is

susceptible to supply chain disruptions caused by factors such as natural disasters,
geopolitical tensions, and global pandemics. Managing supply chain risks and
ensuring continuity of production is a constant challenge.

Addressing these challenges requires Honda to leverage its strengths in

innovation, engineering expertise, and brand reputation while adopting a
proactive and adaptive approach to navigating the rapidly evolving automotive
landscape.

Success Factors of Honda

Honda is a well-known Japanese multinational corporation that has achieved

significant success in various industries, including automobiles, motorcycles, and
power equipment. The company’s success can be attributed to several factors,
which include:

1.Strong Leadership

Honda’s success owes a huge debt to the visionary spirit of its founder, Soichiro
Honda. This wasn’t a man for boardroom monotony; he was a transformational
leader, fueled by dreams and a relentless appetite for innovation. From tinkering
in his garage to driving the company to global heights, Soichiro instilled a culture
of experimentation and passion that still pulsates through Honda’s veins today.

2. Innovation

Innovation serves as a cornerstone of Honda’s remarkable success in the

automotive industry, distinguishing the company through a series of pioneering
advancements. Among these, the introduction of flexible factories stands out as a
groundbreaking approach facilitated by synchronized engineering. This innovation
ensures vehicles entering assembly zones share common designs, emphasizing
standardized locations and installation techniques. Honda’s commitment to
efficiency and streamlined production sets the company apart in the competitive
automotive landscape.

3. Quality
Quality stands as a paramount success factor for Honda, underpinning the
company’s reputation for producing high-caliber and reliable vehicles. Honda’s
commitment to delivering top-notch quality is evident in its meticulous
engineering and manufacturing processes, where a laser focus on detail is a
guiding principle. This commitment to excellence permeates every stage of
production, setting a solid foundation for the renowned durability of Honda
vehicles.

4.Manufacturing Excellence

Honda’s manufacturing is a finely tuned ballet of innovation, quality, and

sustainability. It’s about fueling research and development to build efficient,
reliable vehicles that leave smiles on faces, not emissions in the air.

5. Supply Chain Management

Honda’s supply chain management is a critical component of its success, involving

a complex system of sourcing, manufacturing, assembly, and distribution. The
company’s purchasing policy prioritizes working with the most competitive
suppliers to ensure that customers receive high-quality products. Additionally,
Honda implements strict quality control measures throughout the production
process to guarantee that its products meet the highest standards

6. Marketing and Branding

Honda doesn’t just sell cars; they sell feelings. This powerful sentiment lies at the
heart of their multi-pronged marketing strategy, a carefully orchestrated
symphony of advertising, branding, and storytelling.

First, Honda invests heavily in capturing your attention. From eye-catching

television commercials to engaging social media campaigns, they showcase their
latest innovations and unwavering commitment to reliability. These impactful ads
aren’t just about features; they’re about igniting emotional connections with a
diverse audience.Finally, Honda goes beyond advertising with compelling content
marketing. They bring stories to life, showcasing how their cars enrich lives and
create unique experiences. Through this emotional storytelling, they allow
customers to truly understand the brand’s values and connect with them on a
deeper level.

7. Financial Discipline

Honda navigates the financial world with the precision of a Formula One pit crew.
While revenues may fluctuate, their unwavering commitment to financial
discipline ensures consistent success on the bottom line.

Just look at their recent numbers. Despite a slight dip in overall revenue, Honda’s
gross profit soared by nearly 30% in a single quarter. This magic trick isn’t fueled
by smoke and mirrors, but by smart financial strategies.

8. Global Presence

Honda’s markets include the Americas, Europe, Asia, and Australia. Honda’s
products include passenger cars, light trucks, and mini-vehicles, as well as
general-purpose engines, outboard marine engines, lawnmowers, and more.

Japan: 0.55 million automobiles, 0.24 million motorcycles, and 0.37 million power
products

Asia: 1.74 million automobiles, 16.10 million motorcycles, and 1.40 million power
products

Europe, Africa, and the Middle East: 0.08 million automobiles

North America: 1.19 million automobiles

Other regions: 0.11 million automobiles

Honda has been expanding beyond Japan since it began exporting motorcycles in
the 1950s. Honda creates jobs in each region, develops human resources, and
continues to create products that are accepted in each market. In 2022, Honda’s
worldwide sales included 3.5 million vehicles for $80 billion.

9. Corporate Social Responsibility

From brightening classrooms to building stronger communities, Honda’s CSR

efforts cover a vast spectrum. They bridge the education gap, giving young minds
the tools to thrive. They nourish community development, ensuring everyone has
a chance to flourish. They champion road safety, saving lives and fostering safer
streets. And they nurture environmental preservation, leaving a greener legacy
for future generations.

These success factors have contributed significantly to Honda’s growth and

prosperity over the years. By focusing on innovation, quality, customer
satisfaction, manufacturing excellence, supply chain management, marketing and
branding, financial discipline, global presence, and corporate social responsibility,
Honda has established itself as a leading global brand with a strong foundation for
future success.

3.From the management result driven,practical and inspirational strategies

implemented by Toshihiro Mibe, which struck you as something worth imitating?
Explain your answer

One strategy implemented by Toshihiro Mibe that stands out as worth imitating is
Honda's focus on collaboration and partnerships, particularly in the realm of
electric and autonomous vehicles. Mibe's decision to form joint ventures with
companies like Sony for EV development and with General Motors for hydrogen
fuel cell technology demonstrates a proactive approach to addressing industry
challenges through strategic alliances.

This approach is worth imitating because it allows Honda to leverage the

strengths and expertise of partners while mitigating risks and sharing resources.
By collaborating with companies outside the traditional automotive sector, Honda
can access cutting-edge technologies and innovation that may not be available
internally. This strategy also fosters a culture of openness to new ideas and
external perspectives, which is essential for driving innovation in a rapidly
changing industry.

Furthermore, Mibe's emphasis on practical and result-driven strategies is evident

in Honda's commitment to delivering tangible outcomes, such as being the first
automaker to sell a vehicle with level 3 self-driving technology. This demonstrates
a focus on concrete goals and outcomes rather than just theoretical
advancements.

Overall, Mibe's approach to collaboration and partnerships, coupled with a focus

on practical and result-driven strategies, is commendable and worth emulating
for organizations looking to innovate and thrive in today's competitive landscape.