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COMPANY PROFILE AND HISTORY HONDA MOTOR CO. JAPAN A US $ 84.3 Billion Enterprise with over 19.6 million products sold annually. 95 Production Facilities in 34 countries. Over 5.9 million Portable Power Products sold annually. Over 46 million Portable Power Products existing customers base worldwide. PHILOSOPHY Respect for the Individual The Three Joys Joy of Buying Joy of Selling Joy of Creation COMPANY PRINCIPLE " Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for world wide customer satisfaction." MANAGEMENT POLICIES "Proceed always with ambition and youthfulness. Respect sound theory, develop fresh ideas and make the most effective use of time. Enjoy your work and encourage open communications Strive constantly for a harmonious flow of work. Be ever mindful of the value of research and endeavour." ABOUT HONDA Existing over the years, Honda has gained prominence in the global community through ceaseless innovation and a commitment to servicing the needs of society. Honda&##39;s unique corporate culture and groundbreaking approach to developing new technologies enable the organisation to develop exciting new products that provide freedom of movement for people around the world. With responsibility to the environment, a commitment to local markets, and respect for people as its guiding principles, Honda aims to contribute to an increasingly mobile society characterised by quality of life, comfort and convenience. A local approach with a global outlook best meets the individual needs of diverse markets. Honda&##39;s philosophy is to produce where there is market demand. By integrating with local customs and cultures, and making use of local management resources, Honda has been able to serve the people better of the regions in which it operates. Products meeting specific needs in each of four world market regions i.e. America, Europe, Middle East and Africa/ Asia and Oceania/ Japan - are developed, produced, and sold in these regions Honda&##39;s global network enables the exchange of ideas and information among employees to assure a higher level of creativity in technology and products. At Honda, every employee knows that our founder&##39;s first commercial product release was an engine. Over the years, Honda has come to lead the industry in engine manufacturing, creating everything from small electric bicycle motors to some of the largest and most powerful automotive racing engines in the world. In recent years, the Honda name evokes images of motorcycle, automobiles, and power equipment products. Each of these three product categories constitutes a viable and robust industry in its own right. As these operations develop and grow, each with its own distinctive technology and business style, Honda as a whole is enriched by the diversity of products and enterprises that are based, as always, upon the "JET ENGINE" that first made Honda great. Engines that are now the cleanest, most popular - in the world. PRODUCT LINE Honda City Honda Jazz Honda Civic Honda Accord New Honda CR-V Honda India launches new Jazz with advanced features, Price starting at Rs. 5.50 lakh. Honda Jazz is the company‘s first offering in the premium compact car segment. The Jazz is a segment-defining car that has won accolades and adoration all over the world. Widely acclaimed for its dynamic styling, spacious interiors, versatile utility and remarkable performance, the Honda Jazz brings added fun and excitement to the driving experience. The Jazz‘s dynamic performance is achieved by four-cylinder 1.2-liter i-VTEC engine, featuring Programmed Fuel Injection that delivers maximum output of 90 PS (66 kW) @ 6,200 rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while giving impressive fuel economy of 16.1 km/l, as per ARAI test data. Safety of passengers and pedestrians is a top priority for Honda and all safety equipment is standard across all variants. The Jazz practicality has been enhanced with three-mode ―Magic Seat‖ configuration to achieve multiple seating and cargo-carrying configurations for long or tall objects in addition to the standard five-passenger mode. The Honda Jazz is available in three variants - Honda Jazz, Jazz Select and Jazz X The new Jazz exudes a sporty, bold, strong and commanding presence with its new stylish front grille, newly designed aerodynamic front bumper, new headlights with silver & black matt finish and new design 15 inch silver alloy wheels. The sporty rear of the new Jazz gets further enhanced with the new rear chrome garnish (in Jazz Select) and new rear bumper.The new advanced interior creates a superior and refined atmosphere. The plush new beige black interior (in Jazz and Jazz Select) and new Amber colored stereoscopic dials for superior visibility gives the car a richer feel. The versatile interiors of the new Jazz comes with the newly introduced Rear reclining seats for ensuring super back seat comfort during long drive. Honda's all-new Third Generation Honda City was launched in September 2008. It comes with a completely new design, new engine, spacious cabin and equipped with various active and passive safety features. The company has also launched the 1.5 V MT & AT version of the City in September 2009. The new Honda City is available as SMT, VMT and VAT. Additionally, all the variants is available in 2 attractive types – Elegance and Inspire. The all new Honda City achieved milestone sales with 50,000 units sold within one year of its launch. Since its launch in the country in 1998, Honda City has been a best seller in the premium car segment. The all new Honda City has bagged several awards including 3 Car of the Year and the prestigious ICOTY (Indian Car of the Year) 2009. The model made a clean sweep in the viewers‘ choice category winning all 3 awards announced by NDTV Car India & Bike India Awards, UTVi Autocar Awards and CNBC TV 18 Overdrive Awards. These awards truly exemplify the experts‘ as well as the customers‘ admiration and trust in the product. The Civic is Honda‘s largest selling model globally and is now sold in approximately 160 nations and regions worldwide. Honda Civic was launched in India in July 2006 which became a runaway success and was also awarded the ―Indian Car of the Year‖ in 2007. The new Civic was launched in September 2009 with more aggressive and sportier look. The new V grade Civic juxtaposes Honda‘s advanced technology with striking design. The new Curved 5 Point Metallic Front Grille and restyled Front Sporty Bumper add to a pulsating and aggressive appeal of the car. The introduction of stylized Dark Smokey Headlights & Crystalline Octagonal Tail Lights enhances the contemporary look of the car. New Civic is available in 3 variants – SMT, VMT & VAT. The Honda Accord was first introduced in India in year 2003. HSCI launched the 8th generation Honda Accord in India in May 2008. The Honda Accord is available in 2.4L and 3.5L V6 engine. The 2.4L comes in three types in both Automatic and Manual transmission − Accord 2.4, Accord 2.4 Elegance and Accord 2.4 Inspire. The All-new Accord comes with 5-speed Manual Transmission and 5-speed Automatic transmission with Paddle shift, to give the exhilarating experience of F-1 racing. The AT now has Shift Holding System which avoids unnecessary gear shifting on winding roads and helps in hassle free drive. The Honda CR-V is sold as a Completely Built Unit (CBU) import and is available on confirmed order basis for the customers. The Honda CR-V was first introduced in India in July 2003. It went on to become the segment leader since its launch winning several awards for itself. The all new 3rd generation CR-V was introduced in India in November 2006 which offered its customers a distinctive combination of ‗the comfort of a sedan with the thrills of a SUV‘. Honda CR-V was adjudged the ‗SUV of the Year‘ by NDTV Profit Car & Bike and Overdrive and also won the ‗Best Driver‘s Car‘ award by CNBC TV-18 Autocar Auto Awards in 2007. Honda launched a refreshed version of the 3rd generation CR-V in November 2009.The new Honda CR-V offers its customers a distinctive combination of refined styling and high quality. The Honda CR-V is available in 2.0 L - MT 2WD and 2.4L MT /AT Real- time 4WD. HONDA:Marketing Management and Global Business Management Technique Fax: ( 3COMPETITORS The competitors of HONDA includes all the local and foreign Cars manufacturer including Suzuki Toyota Mitsubishi Mercedes BMW COMPETITION The fear of threat of competitors is an increase strategy to deal with competition soon finds itself out of the market. As with other businesses, competition also affects the business of Competition is increasing now a days due to many factors. Some are mentioned as .Profit .Accessible Technology .Globalization. Because of handsome amount of profit in a Car industry many new Models entered in the market from the last few years. The competition between the new entrants is fierce and already margins have collapsed. Technology brings a revolution in every field of life. Machines are used for better development of structure. Competition is also increasing because of many multinational and local companies entered in this business. COMPETETION ANALYSIS The competition environment has a large impact on the marketing operations of the company. Before launching a product, it is necessary to analyze the competition environment of the target market. If there is a threat from large competition, than a suitable marketing strategy has to be worked out to overcome the problems. Product differentiation or price leadership can lead to success.
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