As we can see from the case study, Honda and Taurus are highly competing to be the number one selling med-size car. Each is following a different strategy to compete and each is trying to satisfy larger number of customers. As an introduction we can make a brief background of the two cars in the period between 1986 and 1992. Taurus interior was highly customizable to fit buyers' needs, with a large number of options and three different configurations. This meant that the interior of the Taurus could be spartan or luxurious, depending on the buyer's choice of options. On models with an automatic transmission, the Taurus' interior was available in three different seating configurations. The 1986 Taurus was very well received by both the public and the press. It won many awards, most notably Motor Trend's car of the year for 1986, as well as being named on Car and Driver's ten best list for 1986. Over 200,000 Tauruses were sold during the 1986 model year, and in 1989, the millionth Taurus was sold. When production ended in 1991, more than 2,000,000 first-generation Tauruses had been sold. On the other hand was headquartered in Minato, Tokyo, Japan The company has assembly plants around the globe. These plants are located in China, the United States, Pakistan, Canada, England, Japan, Belgium, Brazil, México, New Zealand, Malaysia, Indonesia, India, Thailand, Turkey, Taiwan and Perú. The car moved through different generations in this period. The third generation Accord was introduced in Japan on June 4, 1985 and in Europe and North America in 1986. Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986. It had a very striking exterior design that resonated well with buyers internationally, throughout the different markets, in addition to the sedan model the Accord was available with different body styles. The fourth generation of the Accord was brought into the lineup in 1990 and ran until 1993. This...
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