Honda Ronin

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The Honda Ronin

Carlos Idarraga
GB530 Marketing Management
Brand Extension Marketing Plan

Honda is a Japanese multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Honda has been the world's largest motorcycle manufacturer since 1959. The brand extension that I am proposing will be a new motorcycle marketed to the public as a green environmentally friendly motorcycle. The bike will be known as the “Honda Ronin”. A Ronin was a samurai who had no lord or master. I like the name because it goes with the whole biker outlaw mentality. The latest market trends have the public demanding more environmentally friendly products at an affordable price. The problem with most Hybrid products is the price. My main challenge is to convince Honda to create a product that is environmentally friendly at an affordable price. The marketing campaign is going to be key to ensure that Honda can make a profit off the product. My main focus at first will be the U.S market. If I can conquer the U.S. market, I know that we can do well globally. My key market will be motorcycle enthusiasts. The majority of my information will be gathered from the internet. I plan on studying how environmentally friendly cars/motorcycles have done historically and how well they are doing now, so that I can hopefully successfully forecast the future of this industry. As a company we will be taking a holistic orientation to the marketplace. The plan is to help capture customer value. (Kotler, 2009) I will explore, create and deliver a marketing campaign that will keep the customer in mind at all times.

Kotler, P., & Armstrong, G. Principles of Management. Prentice Hall.
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