Honda Company was founded in 1948 by Soichiro Honda. It started by making motorbikes. Japan had been rendered cash poor and petrol-starved after World War II, and its citizens were hurting for fuel-efficient mode of transportation. Honda's first motorcycles mated engines with bicycles that were cheap in making and operation process.
In 1950, Honda Company launched the successful Juno scooter, built to steal market share from the Vespa knockoffs that were popular in Japan at that time. In the latter part of that decade, Honda introduced the ultra-successful C100 Super Cub. It was remarkably easy to operate and featured a crossbar-free frame that made it popular with women; then it went on to become the first Honda motorbike sold in the U.S. in 1959.
By the early 1960s, the Honda had built its first automobiles for the Japanese home market and entered Formula One racing, but it had a hard time sparking interest in American buyers. However, all changed in 1973 with the introduction of the Civic. The Civic's fuel efficiency (an important selling point given that decade's energy crisis) and affordability made it Honda's first American success story. By 1976, the Civic had been joined by the Accord, which quickly became a favorite with U.S. consumers as well. By the 1980s, Honda's success and its reputation as a maker of reliable cars and motorcycles continued to grow. It began building Accords in the U.S. in 1982 and by 1989 had earned the distinction of making America's most popular car. This was also the decade in which Honda created the Acura brand as a way to sell more upscale and luxurious vehicles. Throughout this decade and into the 1990s, Honda continued to innovate through such technologies as VTEC variable valve timing, aluminum body construction, improved safety features and new gasoline/electric hybrid power trains.
Today, Honda's lineup runs the gamut, no matter in fuel-shipping hybrids, spacious minivans, reliable family sedans, rugged SUVs and even a pickup. Besides, the models like the Civic and Accord are considered benchmarks in the respective classes.( Appendix 1 ).
PLANNING AND STRATEGIC MANAGEMENT
BASIC STRATEGIC OF HONDA
The basic strategy used by the Honda to cope with uncertainty is prospectors. Honda always develops the new products to fulfill various markets, needs and uses as well. The products are such as ASIMO, hybrid car, Honda U3-X personal mobility, Honda motorcycle airbag, aircraft and others. Honda is the first car industry to come out with hybrid car. The most popular genre of hybrid car that produced by Honda is Civic Hybrid, which is redesigned in 2005 since the first Civic Hybrid is introduced in 2001. This is because it is equipped with the new 3-Stage i-VTEC + IMA Honda Hybrid System that can provide an ultra-high fuel economy. Based on the latest concept “Eco Assist”, it unifies driver and automobile for one goal- enhance efficiency. And this concept is considered success because the Environmental Protection Agency (EPA) showed the result of test that the insight is capable of excellent fuel economy. Although Honda was not the first car industry to come out with the fuel-efficiency technology, its high and powerful research and development (R&D) is able for them to open a new market. Honda is able to come out with the vehicle which is more fuel saving than other competitors. Drivers will choose to purchase their vehicles from Honda and this eventually will help them to cut down their cost for the fuels. Despite being a prospector, Honda is also fit to be in the position of an analyzer. Nissan was the first car industry which concern about the environmental problems. Honda follows the step of Nissan and imitates what had done by Nissan. Between this few years, it starts to find the ways to reduce the pollutions to the environment by create a vehicle with no CO2 emission. Honda comes out with a global...
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