Failure of Honda Jazz in Indian Market

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  • Topic: Fiat Punto, Fiat Grande Punto, Volkswagen Polo
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  • Published : February 1, 2013
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MARKETING MANAGEMENT II
PROJECT: HONDA JAZZ

Submitted by -
NAME: RAVI BAJAJ
SECTION: I
SEAT NUMBER: 19
ENROLLMENT NUMBER: 11BSPHH010660
SUBMITTED TO: Dr.K.CHANDRA PRAKASH

ACKNOWLEDGEMENT

“If the only prayer you ever say in your whole life is "thank you," that would suffice”,
-Meister Eckhart

I would like to express my deep sense of hearty and special gratitude to my faculty guide
DR.K.CHANDRA PRAKASH for his valuable suggestions and constant help; encouragement throughout the preparation of this project and for the valuable time he spent with me, and without whose help it would have not attained its present shape. The knowledge that i have gained in the process of this project will stay with me forever and will act as a ‘Guiding Light’ in my future.

INDEX:

1. About the industry
2. About the company and car history
* Segmenting, targeting and positioning
3About the product: All about JAZZ
4. Major competitors, Market shares and market leader
5. BCG matrix, competitive strategy and position in the industry 6. SWOT analysis
7. Comparative study of 4p’s and competitive advantage.
* HONDA JAZZ
* HYUNDAI I20
* SKODA FABIA
* VOLKSWAGEN POLO
* FIAT GRANDE PUNTO
* TOYOTA ETIOS LIVA
* MARUTI SWIFT
* COMPARATIVE STUDY
8. Suggestions
10. Bibliography

ABOUT THE INDUSTRY:
India became the sixth largest motor vehicle/car manufacturer in the world in 2011 and is expected to rise to the fourth position by 2014. Indian auto manufacturers produced a record 15.82 million motor vehicles in 2011. 4.54 m (million) cars and commercial vehicles were produced in 2011 out of which 2.81 m were cars. Domestic passenger vehicle sales hit a new record in 2010-11 (Apr-Mar) when over 1.95 million vehicles were sold. India is the largest manufacturer of three-wheelers (444,000 in 2010-11) and the eighth largest commercial vehicle (0.73 m in 2010-11). India is also the largest tractor manufacturing country (around 1/3 of global output) having produced around 397,000 units in 2010-11. The luxury car segment grew at 76 % in 2008 over the previous year although actual sales figures were still very low at around 8,000 units. India's automobile exports in 2009-10 (1,530,660 units in total) included 331,539 passenger cars and 1,004,174 two-wheelers. Auto exports amounted to almost USD 2.3 billion in the year 2005-06. Over 13 million people work directly or indirectly in the auto industry. Indian car exports have increased at a rapid pace reaching 210,088 units (mostly Maruti-Suzuki and Hyundai models) during the first half (Apr-Sep) of 2010-11, well ahead of China. The size of the Indian automotive component industry is estimated to be approx. USD 21 billion. The total number of registered motor vehicles on Indian roads is approx. 100 million. Established auto manufacturers and new entrants in the Indian auto market are expanding their production capacities on a large scale. Companies undergoing expansion include Maruti-Suzuki, GM, Tata Motors, VW Group, Toyota, Honda and Hyundai.

ABOUT THE COMPANY AND CAR HISTORY:
 Honda Jazz is a five-door hatchback subcompact manufactured by Honda, first introduced in June 2001 and now in its second generation. The name "Jazz" is used in Europe, India, Australia, Oceania, the Middle East, and Africa—while the name "Fit" is used in Japan, China, and USA. The second-generation Jazz debuted for model year 2008 on 17 October 2007 at the Tokyo Motor Show.  JAZZ is marketed worldwide and manufactured at ten plants in eight countries, its worldwide sales exceeded 3.5 million by July 2010. Japanese auto manufacturer Honda launched the luxurious hatchback model Honda Jazz in India on June 10th, 2009. It is manufactured by Honda Siel Cars India Limited at its factory in Greater Noida. In India the car is powered by...
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