Honda Motorbike Vietnam Marketing Strategy

Only available on StudyMode
  • Download(s) : 510
  • Published : September 30, 2012
Open Document
Text Preview
Group 1

INTERNATIONAL MARKETING ENVIRONMENT – THE CASE STUDY OF HONDA ON VIETNAM MOTORBIKE MARKET

TABLE OF CONTENT
Part| Page|
Introduction| 1|
CHAPTER I: THEORY ON INTERNATIONAL MARKETING AND INTERNATIONAL MARKETING ENVIROMENT| 2| 1.1. Overview on International marketing| 2|
1.2. International marketing environment| 3|
| |
CHAPTER II: CASE STUDY OF HONDA ON VIETNAM MOTORBIKE MARKET| 8| 2.1. Introduction to Honda | 8|
2.1.1. Honda Company| 8|
2.1.2. Honda Motorbike Vietnam| 9|
2.2. Vietnam environment analysis| 11|
2.2.1. PEST Analysis| 11|
2.2.2. Opportunities and Challenges | 14|
2.3. Honda motorbike strategy| 16|
2.3.1. The advantage of product| 16|
2.3.2. Honda’s social campaign achievement | 18|
2.3.3. More than one symbol| 20|
2.4. Honda’s success in adapting to Vietnam environment in comparison with Lifan Group| 21| 2.4.1. General introduction to Lifan Vietnam| 21| 2.4.2. Differences in the ways of approaching the market| 23| | |

CHAPTER III: EVALUATION AND SOME RECOMMENDATION| 26|
3.1. Evaluation| 26|
3.1.1. Strengths| 26|
3.1.2. Weaknesses| 27|
3.2. Some recommendation| 28|
Conclusion| 31|
References| 32|

Introduction
Today the business world is at a cross-road. Are we heading for further integration through globalization or are we returning to increased regionalism? A comprehensive understanding of the issues that are beyond national boundaries has become an essential intellectual asset in all types of business, particularly within international marketing. International marketing has great significance for both the economic development of countries and the profitability of individual business firms. Within international organizations, marketing is the key activity in creating customer focus and in delivering the value added required to acquire an international competitive advantage. Honda is one of international company which has been applying its global marketing strategy successfully. To Vietnamese people, Honda is not an unfamiliar name. Honda has gained the leading position on Vietnam motorbikes market since 1996 when the company penetrated into the country. The brand has received great love from Vietnamese customers and become more than a Brand, but a citizen of Vietnam to “strives to become a company that the society wants to exist”. For the purpose learning about international marketing and international marketing environment, we choose Honda case to analyze Vietnam environment and the success of Honda in utilizing these environment factors to become the top motorbike maker in Vietnam market. The topic of our group is “International marketing environment – The case study of Honda on Vietnam motorbike market”. The report is divided into 3 main parts:

Chapter I: Theory on international marketing and international marketing environment Chapter II: Case Study of Honda on Vietnam motorbike market
Chapter III: Evaluation and some recommendations
CHAPTER I: THEORY ON INTERNATIONAL MARKETING AND INTERNATIONAL MARKETING ENVIROMENT 1.1. Overview on International marketing
International marketing (or global marketing) refers to marketing carried out by companies overseas or across national borderlines. According to the American Marketing Association (AMA), international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. International marketing involves recognizing that people all over the world have different needs. Companies like Gillette and Coca-Cola have brands that are recognized across the globe. While many of the products that these businesses sell are targeted at a global audience using a consistent marketing mix, it is also necessary to understand regional differences, hence the...
tracking img