Honda Marketing Plan

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  • Topic: Marketing, Honda, Honda Insight
  • Pages : 24 (5439 words )
  • Download(s) : 202
  • Published : May 23, 2013
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MRC1313 MARKETING MANAGEMENT SEASON LONG PROJECT

Prepared by group 3: Fazarizul Hashidi Bin Mohd Pauzi Muhammad Abd. Hafiz Bin Jafar MR121133 MR121098

Nurshazwani Amalina Bt. Sudirman MR121107 Ziba Habibi Lashkary Tian Yang MR111168 MR111233

Table of content
INTRODUCTION – HONDA MALAYSIA .......................................................................................................... 3 1. 2. 3. 4. 5. COMPANY BACKGROUND ................................................................................................................. 3 COMPANY’S MISSION STATEMENTS .............................................................................................. 4 PRODUCTS AND SERVICES ................................................................................................................ 4 LIST OF COMPETITORS ....................................................................................................................... 6 POSITITON IN MARKET ...................................................................................................................... 7 5.1. COMPETITIVE ADVANTAGES.................................................................................................... 7

THE MARKETING MIX: PRODUCT AND BRAND STRATERGIES .............................................................. 8 6. 7. 8. 9. 10. 12. 13. 14. PRIMARY ATTRIBUTES....................................................................................................................... 8 PRIMARY TARGET MARKET ............................................................................................................. 9 PRODUCT CATEGORIES (SEDAN) ..................................................................................................... 9 PRODUCT MARKET GRID ................................................................................................................. 11 STRATEGY OPPORTUNITIES............................................................................................................ 11 COMPETITIVE ADVANTAGES ......................................................................................................... 12 HONDA DISTRIBUTION CHANNEL ................................................................................................. 13 LOGISTIC .............................................................................................................................................. 14 COMPONENT PARTS .................................................................................................................. 15

THE MARKETING MIX: DISTRIBUTION (PLACES) STRATEGIES............................................................ 13

14.1. 3S CENTRE – SALES, SERVICES AND SPARE PARTS .................................................................. 14 14.2. 15. 16. 17.

PHYSICAL FACILITY ......................................................................................................................... 17 COMPETITIVE ADVANTAGES – distribution channels .................................................................... 18 PROMOTIONAL MIX .......................................................................................................................... 20

THE MARKETING MIX: PROMOTION STRATEGIES .................................................................................. 20 17.1. SALES PROMOTION ........................................................................................................................... 20 17.2. SPONSORSHIP AND EVENT MARKETING ..................................................................................... 21 17.2.1. 17.2.2. 17.2.3. 17.2.4. MALAYSIA SUPER GT................................................................................................................ 21 OWNER’S CLUB SPONSORSHIP ............................................................................................... 22 PRODUCT LAUNCHING...
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