Topics: Switzerland, Honda, Marketing Pages: 22 (8205 words) Published: April 11, 2013
I. Company background
Honda Motor Co., Ltd. is a Japanese public multinational corporation, primarily known as a manufacturer of automobiles and motorcycles. Honda has been the world's largest motorcycle manufacturer since 1959 as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. In 2001, Honda became the second-largest Japanese automobile manufacturer and the eighth-largest automobile manufacturer in the world behind General Motors, Volkswagen Group, Toyota, Hyundai Motor Group, Ford, Nissan, and PSA in 2011. Honda Motor Co., Ltd. has been found by Soichiro Honda who was a racer, a manufacturer and a businessman. His first motorcycle was born out of necessity in immediate post World War II Japan, where public transportation was desperately overcrowded and gasoline severely restricted, and brought him an outstanding success. Using the surplus motor as a model, Honda designed and built his own 50cc engine. Honda started Honda Motor Company in 1948, at the age of 41. Soon after he met with financial expert Takeo Fujisawa, and together they built an empire – Honda Motor Co., Ltd, the company’s established name as of today. Over the next few decades, Honda worked to expand its product line and expanded operations and exports to numerous countries around the world. In 1986, Honda introduced the successful Acura brand to the American market in an attempt to gain ground in the luxury vehicle market. Honda in 1991 introduced the Honda NSX supercar, the first all-aluminum monocoque vehicle that incorporated a mid-engine V6 with variable-valve timing and also gave rise to the Honda Aircraft Company with the goal of producing jet aircraft under Honda's name. Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and "The Three Joys" - commonly expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reflects company’s desire to respect the unique character and ability of each individual person, trusting each other as equal partners in order to do the best in every situation. Based on this, "The Three Joys" expresses the belief and desire that each person working in, or coming into contact with Honda Motor Co., Ltd. should share a sense of joy through that experience. In line with these basic principles, since its establishment in 1948, Honda has remained on the leading edge by creating new value and providing products of the highest quality at a reasonable price, for worldwide customer satisfaction. In addition, the company has conducted its activities with a commitment to protecting the environment and enhancing safety in a mobile society. The company has grown to become the world's largest motorcycle manufacturer and one of the leading automakers. With a global network of 466 subsidiaries and affiliates accounted for under the equity method, Honda develops, manufactures and markets a wide variety of products, ranging from small general-purpose engines and scooters to specialty sports cars, to earn the company an outstanding reputation from customers worldwide. As of December 31 2012, consolidated sales consisted of ¥ 7,948,095 million (Figure 1 “Consolidated Financial Data”). Consolidated Financial Data

Figure 1 “Consolidated Financial Data”
Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo Stock Exchange and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya, Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland.

II. The products and services
Honda Motor Co., Ltd., together with its subsidiaries, engages in the development, manufacture, and distribution of motorcycles, automobiles, and power products worldwide. Its motorcycle line consists of business and commuter models, as well as sports models, including trial and moto-cross racing;...
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