Hero Honda - the Seed of the Organisation

Only available on StudyMode
  • Topic: Honda, Motorcycle, Hero Honda
  • Pages : 27 (8302 words )
  • Download(s) : 97
  • Published : January 17, 2006
Open Document
Text Preview
STRATEGIC MARKETING

CREATION OF AN ENTERPRISE: ENSURING THE RIGHT SEED

PROJECT REPORT

NEHA NATH[29]
PRASHANT BHARGAVA[33]
PREETHI JOSE[34]
ROHINI K[41]

TABLE OF CONTENTS
ABSTRACT3
INDUSTRY BACKGROUND3
THE SEED OF SUCCESS4
THE MUNJALS AND THE HERO GROUP4
CREATION OF HERO HONDA MOTORS LTD.6
GROWTH OF HHML7
A SUCCESSFUL KICK-START7
MARKET LEADERSHIP7
CUSTOMER RELATIONSHIP MANAGEMENT8
SUPPLIER RELATIONSHIP MANAGEMENT9
DEALER RELATIONSHIP MANAGEMENT9
LABOUR RELATIONSHIP MANAGEMENT9
EMPLOYEE RELATIONSHIP MANAGEMENT10
TECHNOLOGY-DRIVEN OPTIMIZATION OF DELIVERY ROUTES10
BRAND IMAGE10
SOCIAL RESPONSIBILITY10
HHML¡¦S ACHIEVEMENTS11
HHML¡¦S FINANCIAL PERFORMANCE12
COMPETITION12
THEN12
BAJAJ AUTO13
TVS-SUZUKI13
ESCORTS-YAMAHA (EYML)13
KINETIC HONDA LTD.13
NOW14
DOMESTIC MANUFACTURERS14
OTHER CHALLENGERS14
FUTURE CHALLENGES15
GOING GLOBAL15
COMPETITION IN THE MOTORCYCLE SEGMENT TO INTENSIFY15
COMPETITION FROM HONDA15
HERO HONDA¡¦S WEB PRESENCE16
THE ROAD AHEAD16
GLOBAL DESIGNS16
THE CHINESE THREAT17
IN THE IT PIPELINE17
EXHIBITS18

ABSTRACT

Hero Honda Motors Limited (HHML) is a partnership between the Hero Group and the Honda Motor Company of Japan. This partnership, forged in 1984, carved a lion¡¦s share of the market for itself and went on to become the world¡¦s largest manufacturer of motorcycles. Since its inception, the company has had a spectacular track record. It challenged Bajaj Auto Ltd., the traditional leader of the pack in two wheelers. The company created records of sorts not only in the growth by sales volumes, but also financially. In 2001, the Return on Average Capital Employed (ROCE) was at 65%, among the highest in the country. Hero Honda was among the few Indian Companies that enjoyed the distinction of generating a positive economic spread for an extended period of time. Between 1995 and 2001, the economic spread expanded from 16.5% to 65.4%. This put HHML stocks among the ranks of established blue chips.

The success of Hero Honda has not been smooth sailing through calm waters. The company has been through a lot storms and rough weather. Over dependence on the Japanese partner Honda for R&D paralyzed the company more than once. Many a times HHML had to sit on the sidelines while its competitors roared past. Thus, the lack of R&D make the company a cripple, especially when the competition began to intensify in the late ¡¥90s and other foreign joint ventures (like Kawasaki and Yamaha) helped their local companies mount a credible assault on Hero Honda. This study traces the growth of Hero Honda since its inception in 1984 to date, examines the critical success factors and the future challenges that lie ahead for the company¡K.

Hero, Honda or not!

INDUSTRY BACKGROUND
The two-wheeler industry thrives in developing countries especially in densely populated countries like India. The birth of the Indian two-wheeler industry can be traced to the early 1950s, when Automobile Products of India (API) started manufacturing scooters in the country. While API initially dominated the scooter market with its Lambrettas, it was Bajaj Auto Limited, which rapidly emerged as the unchallenged leader in the scooter industry. A number of government and private enterprises, who had entered the scooter segment, disappeared from the market by the turn of the century. The License Raj that existed prior to economic liberalization (1940s-1980s) in India did not allow foreign players to enter the market, making it an ideal breeding ground for local players. But the Raj also hurt the growth of the industry by imposing various restrictions.

In the mid-1980s, the government started permitting foreign companies to enter the Indian market, through minority joint ventures. During this period, the two-wheeler market witnessed a boom with Japanese players like Honda, Suzuki, Yamaha and Kawasaki, entering the...
tracking img