Honda Marketing Plan
Marketing Plan
Marketing goals, objectives, strategies
Strategic Marketing
MRKT5500, Stacey Kite
Inna Avanesava, Lina Du, Mengjia Wan, Shijia Huang, Weici Sun
July 1, 2014
Executive Summary
Honda is Japanese based automobile company; it also has numerous subsidiaries in Asia, Europe and North America. Besides, the manufacture of motorcycles, the company also produces sports equipment, marine engines, power generators, and luxury cars called the Acura (Scott, 2012).
With the fast development of the consumer brand and increasing customer base, Honda became one of the leading automobile companies in the US. In order to maintain a consistent growth in sales and popularity among the customers as well as stabile position on the US market, Honda wants to remodel an existing version of their light truck, more known as “Ridgeline”. There is a need in increasing pull power, payload, fuel efficiency and affordability.
The main goal of this major renovation is to provide a hundred percent of the customer satisfaction, measured through repeat consumers, referrals and surveys. Honda also believes that is important for the company and for the clients to have a high quality trucks in their line of production, that will satisfy all the customer’s needs for a relatively low cost. Moreover market annalists estimate an optimistic gross margin over the industry average.
Company Description
The company was incorporated on September 24, 1948 as Honda Motor Company. In 1959, American Honda Motor Co., Inc. was opened in Los Angeles, California. The first Honda manufactured in Marysville, Ohio on November 1, 1982. The President, CEO & Representative Director of Honda is Takanobu Ito. The chief products are motorcycles, automobiles and power products.
The Honda Company mission statement is "Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction." (Honda Worldwide,
Marketing goals, objectives, strategies
Strategic Marketing
MRKT5500, Stacey Kite
Inna Avanesava, Lina Du, Mengjia Wan, Shijia Huang, Weici Sun
July 1, 2014
Executive Summary
Honda is Japanese based automobile company; it also has numerous subsidiaries in Asia, Europe and North America. Besides, the manufacture of motorcycles, the company also produces sports equipment, marine engines, power generators, and luxury cars called the Acura (Scott, 2012).
With the fast development of the consumer brand and increasing customer base, Honda became one of the leading automobile companies in the US. In order to maintain a consistent growth in sales and popularity among the customers as well as stabile position on the US market, Honda wants to remodel an existing version of their light truck, more known as “Ridgeline”. There is a need in increasing pull power, payload, fuel efficiency and affordability.
The main goal of this major renovation is to provide a hundred percent of the customer satisfaction, measured through repeat consumers, referrals and surveys. Honda also believes that is important for the company and for the clients to have a high quality trucks in their line of production, that will satisfy all the customer’s needs for a relatively low cost. Moreover market annalists estimate an optimistic gross margin over the industry average.
Company Description
The company was incorporated on September 24, 1948 as Honda Motor Company. In 1959, American Honda Motor Co., Inc. was opened in Los Angeles, California. The first Honda manufactured in Marysville, Ohio on November 1, 1982. The President, CEO & Representative Director of Honda is Takanobu Ito. The chief products are motorcycles, automobiles and power products.
The Honda Company mission statement is "Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction." (Honda Worldwide,
References: Alexander, J. (2009). Japan’s motorcycle wars. Washington: UBC Press. Honda.com: Official Site of American Honda Motor Co., Inc. (n.d.). Honda.com: Official Site of American Honda Motor Co., Inc. June 19, 2014, from http://www.honda.com/ Honda Environment Posts Record June Sales. (2, JUL, 2013) Honda in America. Retrieved from: Http://www.hondainamerica.com Honda Motor Co Mitchel, D. (2005). Honda Motorcycles: Everything you need to know about Honda. Seoul: Krause Publications. Nonaka, I., & Takeuchi, H. (2005). The knowledge-creating company: how Japanese companies create the dynamics of innovation. New York: Oxford University Press. Rothfeder, J. (2014). Driving Honda: Inside the world’s most innovative car company. Michigan: Penguin Books. Scott, A. (2012, April 23). Honda Introduces 'Green Dealer ' Program for Honda and Acura Dealers in the U.S. Entertainment Close-up, 1, 655. Shook, R. L. (2008). Honda: an American success story. New York: Prentice Hall. Cortez, J. P. (1994). World news this week. Autoweek, 44(40), 3.