Upload
hondafanatics
View
261
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Jordan Post, Katie Nelson & Stacie Matz
Proposal
Company Profile
Acura: Luxury vehicle division of Japanese automaker
Honda Motor Company. Developed in 1986 Models:
MDX (luxury SUV) RDX (crossover SUV) RL (mid-size sedan) (known as "RL" in North
America, "Legend" in the rest of the world) TL (mid-size sports sedan) TSX (compact sports sedan) CSX (compact sedan) (replacement for the Acura
EL, only available in Canada) USA, Canada, Mexico, Hong Kong, Japan
Country Analysis
Japan Individualism Index: 42 Cultural Context: High Power Distance Index: 50 Population: 127,288,416 (July 2008
estimate) Political System: Constitutional Monarchy
w/ a Parliamentary Government Language: Japanese Currency: Yen (¥) GDP: $4.384 trillion
United Arab Emirates Individualism Index: 38 Cultural Context: High Power Distance Index: 80 Population: 4.6 million Political System: Federation Language: Arabic, English Currency: Dirham (AED/Dh) GDP: $192.6 billion Trade Restrictions: Free Trade Zones
Country Analysis
Mode of Entry
Foreign Direct Investment Free Trade Zone
Use showrooms, rent storage and maintenance facilities from the city of Dubai
Maintain full ownership
Product Distribution
Documents Japan
Exit: Export Declaration (Customs Form C- 5010), followed by invoices, permits, approvals, licenses, and certifications, Signed Bill of Lading (Carrier)
Dubai Entry: Fill out Dock receipt Free Trade Zone
Distribution Method United Arab Shipping Company (UASC)
Freight Liner
Market Analysis
56% Growth in car sales (2005-2007) Luxury car sales = 12% Main Competitors:
BMW, Mercedes, Lexus, Cadillac, Infiniti Barriers to entry: Low (Recent Free
Auto Trade Zone)
Product Adaptation
Switch Drivers seat location Japan: Right Side UAE: Left Side
Japan: Small compact cars UAE: SUV’s
Marketing Objectives
Target Market: Affluent professionals 20-55
Gain 25% market share by 2012 Expected Sales: 10,000-13,500 units Balance Price Skimming &
Penetration Gain similar profit margin as other
locations
Media Mix
TV advertisements Print Ads
Trade magazines, business magazines, etc. Billboards
Affluent parts of town, Business District Online ads
High penetration rate (50%) Auto Enthusiast websites
Sponsor Formula 1 Abu Dhabi Grand Prix
Staffing
1 year shadow period Selected Japanese upper management
will transfer to the Dubai location. Emerati managers will be hired to
shadow the Japanese upper management, and will take over the position after a one year training period.
Extensive training Provided by Japanese Corporate
Time Line
Thank you