Demand Condition

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  • Topic: Marketing, Marketing strategy, Consumption
  • Pages : 3 (753 words )
  • Download(s) : 8
  • Published : August 28, 2011
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1.Demand Conditions
1.1.Potential Demand
Despite the negative impact of the global economic crisis, the period of 2009 - 2010 has been a relatively favorable years for motorcycle manufacturers in Vietnam. It is presumed that there are an average of 6 people / unit, reflected in the increase in demand for vehicles exceeding the original forecasting. Especially, there could be a significant increase in scooters demand, presumed around 40% by Honda. 1.2.Future Demand

According to the Institute for Public Policy Industrial Strategy’s forecasting, at the end of the year 2010 there will be a demand of 25 million vehicles, about 31 million vehicles in 2015, and 2020 about 35 million units. Within 5 years later , motorcycles will double today. 1.3.Effective Demand

The reality in recent years has indicated that the shortage of some products of scooters has led to a scarcity of goods, eventually push up prices of scooters. Actually, the company currently meets only 80% - 90% of demand in the motorcycle market in Vietnam. In 2009, the number of motorcycles that Honda sold went up to 1.43 million vehicles, up 18% compared with 2008, reaching the highest sale record in recent years. It is forecasted that there will be an dramatic increase in the effective demand of scooter in 2010.

4. Segmentation
According to estimates from Honda Vietnam, the growth rate of the scooter at 27-28% per year and there are a little more room for new firms entering the market. On this basis, it is said that this segment is the most intense competition. Thus, Honda Rcs125 in this year tend to more focused on the segment of male customers in middle- to upper- income; enjoying strong and sportive design. 1.5.Buying behavior

Sided with the consumers, it can not be denied that Honda's new product - Rcs125 would make buyer hesitate a lot before deciding to buy. This is a very important factor to be mentioned in the process studying about consumer's buying behavior to predict the...
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