Honda Air Blade

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Executive Summary
Honda Vietnam plays an important role in Vietnamese market of motorbike, with a large market share of 75% (2008). It also can remain the top position by launching a new line of scooter named Air Blade in Vietnam. This report will analyze the situation of this new product including the current market, the marketing environment, the organization, the customer and the competitors. By gathering the information from secondary data, the report includes 6 main parts. The first part is Company Analysis that analyses Honda Vietnam’s missions and objectives. The next part identifies the environment elements around the company that can affect its product – Air Blade. Additionally, Air Blade’s market position and main competitors, which are Yamaha Nouvo LX and SYM Attila Elizabeth, will be mentioned in the third part. As well, Customer analysis is also an important part that considers the new scooter’s market segmentations: demographic, geographic, behavioral and psychographic. This report also contains the performance of Air Blade’s brand by using BCG model and PCL Stage. As an overview of Air Blade’s performance, SWOT analysis part mentions about the Strengths, Weaknesses, Opportunities and Threats of the product. Finally, Conclusion part are the summary of key points in the report and some recommendations. Air Blade is one of the most successful product lines of Honda Vietnam; and marketing is also an important contributor to its considerable success. Air Blade, like its own slogan – “Leading to the new age”, open a new time of innovative technology scooter where customers can find their complete satisfaction in the product.

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Table of contents
Executive summary .........................................................................................2 1. Introduction .....................................................................................................5 2. Company analysis ...........................................................................................6 2.1. Mission statement …………………………………………………….6 2.2. Company objectives………………………………………………….…7 3. Environment analysis .....................................................................................8 3.1. Economy…………………………………………...……………………8 3.2. Demography…………………………………….………..……………..8 3.3. Social ………………………………..……….…………..……………..8 3.4. Technology and infrastructures…………….………..………………..8 3.5. Trade and Tax Policy…………………………………..………………9 4. Competitor analysis ........................................................................................10 4.1.Indirect competitors……………………………………………………..10 4.2.Direct competitors…………………………………………………….…10 4.2.1.Yamaha Nouvo Elegance (Nouvo LX)……….………..……….…10 4.2.2.SYM Attila Elizabeth……………………………………..…….…12 4.3.Positioning map………………………………………………………….14 5. Customer analysis ...........................................................................................15 5.1. Market size………………………………………..…………………….15 5.2. Customer segmentation………………..……………………………….15 5.2.1. Geography………………………..……………………………….15 5.2.2. Demographic……………………..……………………………….16 5.2.3. Psychographic……………………….……………………………17 5.2.4. Behavior………………………..………………………………..18 5.3. Decision types…………………………..……………………………….18 5.4. Centralization of Customer Base……..……………………………….18

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6. Brand analysis .................................................................................................18 6.1. Current performance………………………….……………………….18 6.1.1. Portfolio analysis……………………..………………………….18 6.1.2. Product line cycle (PLC) stages…….…………….………………20 6.1.2.1. Introduction………………….………….…………………20 6.1.2.2. Growth stage……………………………….………………21 6.1.2.3. Maturity stage and decline…………………………………22 6.2. Current marketing strategies………………..…………………………23 6.2.1. Product………………………………….…………………………24 6.2.2. Price…………………………………….…………………………24 6.2.3. Place (distribution)…………………..……………………………25 6.2.4....
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