E Bike Marketing Plan

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  • Topic: Honda, Marketing, Hybrid electric vehicle
  • Pages : 11 (3122 words )
  • Download(s) : 777
  • Published : August 3, 2011
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* EXECUTIVE SUMMARY :
This marketing plan examines the launch of a human-electric hybrid bicycle called e-bike by the world’s largest motorcycle manufacturing company HONDA, in China. We all know that the Global Warming is a serious issue to be addressed. This is the right time to realize the importance of eco-friendly products to save the earth from global warming and its ill effects. Unfortunately the automobile emissions are the second largest contributors for the green house gases. Honda with a vision to become the world leader in environment and energy technologies launches this innovative and futuristic eco-friendly product called e-bike. This zero CO2 emission mobility is certainly a head turner which is stolen from the future, which efficiently converts the human force to proposed force. This e-bike is half bicycle and half motorbike and there is no accelerator like the usual electric bikes. One need to pedal to move forwards, the quicker you pedal the faster it goes. It has a regenerative charging capability called "loop charging", that is when you go down the hill the motor becomes a generator and charges the battery again. This increase the total distance the bike can go. Its light weight, foldable to a very small size like a Swiss knife and can be put in a rucksack. It is useful in the cities when you have to take in an elevator or carry it to the flat, metro trains, busses, cars etc. This is a transport revolution and its nothing like the world has seen before. It’s going to epitomize the smart urban movement. This is how the future gets around!

Table of Contents -

* COMPANY BACKGROUND
* SITUATION ANALYSIS
* ENVIRONMENTAL SCANNING
* LEGAL AND REGULATORY FORCES
* SWOT ANALYSIS
* COMPETITOR ANALYSIS
* CRITIQUE
* MARKETING MANEUVER
* PRODUCT
* PLACE
* PRICING
* PROMOTIONS AND ADVERTISING
* FINANCIALS
* TARGET SALES
* SALES FORECAST
* BUDGETING
* EXPENSES
* ADVERTISING BUDGET
* REFERENCES
* APPENDICES
* COMPANY BACKGROUND :
Honda Motor Company, Ltd. is a Japanese multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Soichiro Honda is the founder of the company. It has been the world's largest motorcycle manufacturer since 1959. Even in the rapidly changing business environment of FY2010, Honda supplied more than 24 million products to customers worldwide. From its early days, Honda has been implementing proactive measures to help solve environmental challenges. In 1972, under the theme “Blue Skies for Our Children,” it introduced the CVCC engine, becoming the world's first automaker to comply with the U.S. Clean Air Act without the use of a catalytic converter (the world’s most stringent emissions regulations at the time). In late 1999, Honda launched the first commercial hybrid electric car, the Honda Insight. With a view to fighting global warming and reducing exhaust emissions overall, Honda is engaged in the research and development of alternative motorcycle power sources. To maintain a leading position in the future of mobility, Honda will continue to develop motorcycles and other mobility technologies that demonstrate a strong commitment to environmental responsibility Honda’s vision for personal mobility for the next 100 years of mobility calls for an accelerated shift away from fossil fuels, and for the early development of technologies that will reduce greenhouse gas emissions to zero. This is because continuing growth in the world’s population is likely to result in continuing growth in the demand for mobility. This is because continuing growth in the world’s population is likely to result in continuing growth in the demand for mobility.

* SITUATION ANALYSIS :

* ENVIRONMENTAL SCANNING -
China has experienced an explosive growth of sales of electric bicycles and scooters, with annual sales jumping...
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