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Final Project On
Marketing

PREPARED BY:
Hafiz Abdul Raheem SADIQI 11400554
Muhammad Ahsan IKRAM
11400462
Muhammad Saad WAQAS
11400585

HISTORY of HONDA
The

company was incorporated on October

1947 and joint venture agreement was signed
on September 1948.
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, London, Paris and
Switzerland.

PRODUCT REVIEW
HONDA Civic
HONDA City
HONDA

Accord

SW ANS
SWOT
ANALYSI
S

SWOT ANALYSIS
STRENGTHS
Quality

of Cars
Comfort ability of Cars
Good Will
Production Technology

SWOT ANALYSIS
WEAKNESS
Old

Designing
Lack of response (To and from customer)
Low Advertisement through Adds
Low quality of body structure

SWOT ANALYSIS
OPPORTUNITIES
Export

business expansion
Increasing ratio on quality conscious people.
Honda can increase product line by introducing
New Models.

SWOT ANALYSIS
THREATS
High

market share of branded and refurnished

cars
Limited purchasing power
Strict leasing polices may not be removed by
the Govt.
Duty free agreement between Multiple countries
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OBJECTIVES AND ISSUE

The objective of marketing plan is to introduce
the executive class product.
To maintain

the repute of Honda in the Market

To introduce latest safety tools in car industry
To introduce new design including interior and
exterior
To protect environment by introducing
smokeless engine
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STATEMENTS
Vision

Statement

Focusing on satisfaction (customers, associates

and shareholders) with Challenging spirit and
flexibility.
Mission

Statement

Maintaining a global viewpoint, we are dedicated to

supplying products of the highest quality, yet at a
reasonable price for worldwide customer
satisfaction.
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MARKET SEGMENTATION

It is the process of dividing the

heterogeneous market into a
homogeneous subunits
Some commonly bases of segmentation:

Geographic location- based upon where

people live e.g. country, region and
population density (popular way)
Demographic- based upon age, gender,
religion and income level ( very often used)
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MARKET
SEGMENTATION

Psychographic- based on peoples

interest, opinions and lifestyle e.g.
people who like hard rock music
probably prefer beer to wine
Benefits- based on the different
expectation that customer have about
what a product or service can do for
them.
e.g. people want to take light food
cause it will help them to loose weight
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MARKETING STRATEGY
Pricing

Strategy

As

Honda is focusing its pricing strategy by

introducing some economical models.

Product

Strategy

Interior
Colors
Advance

safety system

Distribution

Strategy

Constantly

control weekly sales estimate

Advance orders intake as per estimates
Ship the supplies to distributors as per schedule.

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PROMOTION
Through Advertising
Through Constructive Social
Events
Through Sales Promotion

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CSR analysis
CSR(Corporate

social responsibility) activities

based on the Honda Philosophy, which
consists of fundamental beliefs, company
principle and management policies.
Environment, safety, quality and society these are the objectives we establish for CSR.
Honda Stakeholders
Customers
Dealers
Suppliers
Shareholders and Investors
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Marketing vs. Return

Honda

spending 5.7% of its

revenue on research and
development
Net export of Honda is 108,705
Net imports is only 88,357

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RECOMMENDATIONS
Expand

its sale and production to

survive in global scale
competition.
Develop according to the nations
culture
Allocate more resources to
enhance the brand awareness.
Should adopt some new models
and designs.
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