Presentation of Honda Case Study

7/29/2019 Presentation of Honda Case Study

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GENERAL REVIEW

OF AUTOMOBILE SECTOR IN

INDIA

The Automobile sector is one of the fastest growing manufacturing

sectors in India.

In the 90s the industry witnessed an average growth rate of above 20

percent.Indian Automobile Industry is characterized by a very high percentage

(75 per cent) of two wheeler production, ranking second only to Taiwan.

The world leaders in the sector are evincing keen interest in

establishing manufacturing facilities for manufacturing and assembling

components.

The interest of the state has been duly noted by Global Auto Majors,who have indicated their interest to consider Andhra Pradesh for

establishing manufacturing facility.

The Government is also formulating an Auto Policy, which would give

a proper direction to the growth of the sector.


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INDUSTRY SCENARIO

HERO HONDA Motorbikes 75% market share

BAJAJ AUTO Motorbikes 25% market share

LML Scooter 05% market share

TVS Motorbikes 15% market share

YAMAHA Motorbikes 15% market share

ENFIELD Motorbikes 10% market share


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INTRODUCTION TO THE COMPANY

Honda Motor Company, Ltd. is a Japanese public multinational

corporation primarily known as a manufacturerof 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.

MOTORCYCLES

Honda is the largest motorcycle manufacturer in Japan and has been since

it started production in 1955. At its peak in 1982, Honda manufactured

almost 3 million motorcycles annually. By 2006 this figure had reduced to

around 550,000 but was still higher than its three domestic competitors.


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HONDA BIKES AND SCOOTERS

Honda Motorcycle & Scooter India

Pvt. Ltd. (HMSI), the fully owned

subsidiary of Honda Motor

Company of Japan. Honda

Company came to the Indianshores in 2004 with the launch of

the sleek Honda Unicorn. Honda

followed up its success with

motorbikes by groundbreaking

scooters like the Honda Activa,which has owners all over the

country beaming with pride and

pleasure.


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HONDA MOTOR CYCLES


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HONDA UNICORN

Unicorn (Spoke Wheel) Alloy Wheel

Honda Unicorn (Spoke Wheel) is the first motorcycle

developed by Honda Motorcycle and Scooters India Pvt. Ltd.


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HONDA ETERNO HONDA DIO

ACTIVA


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WHAT IS MARKETING STRATEGY OF HONDA

Marketing strategy is a process that can allow an

organization to concentrate its limited resources on

the greatest opportunities to increase sales and

achieve a sustainable advantage. A marketing

strategy should be centered on the key concept that

customer satisfaction is the main goal.


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PROMOTIONBelow the Line Promotion

Above The Line Promotion

CONSUMER BEHAVIOUR TOWARDS HONDA PRODUCTS

SUCCESS FACTORS

Access to essential unique resources

Ability to achieve economies of scale

Access to distribution channels

Technological progress


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CONSUMER MARKETS

Two-wheelers

RESEARCH & DEVELOPMENT

Technology leadership is the first step towards market

leadership. Recognizing this, Honda motors have over theyears built a completely integrated R&D center at Japan. With

staff strength of over 300 engineers, this world class center is

equipped with state of- the art facilities encompassing

engine and vehicle design and testing, analysis, component

testing, electrical and electronics laboratory materialslaboratory and Trail manufacture.


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COMPETITORS OF HONDA

YAMAHA TVS VICTOR

HERO


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Documents

Presentation of Honda Case Study