Summer Project

Honda Pvt Ltd : Marketing and sales

  Honda Motor Company, Ltd. Is a japan based multi national
company manufacturing automobiles and motorcycles.

 Honda has been the world's largest motorcycle manufacturer and

also of internal combustion engines since 1959.

Honda Motors  Honda surpassed Nissan to become the second-largest Japanese

automobile manufacturer in the year 2002.

 Honda was the eighth largest automobile manufacturer in 2011

leaving behind Volkswagen, general motors, etc.
  Soichiro Honda the founder of Honda November 17, 1906 was
a Japanese Engineer and Industrialist and was born in Hamanastsu
,Japan. He worked as a mechanic for 6 years before he could start
his own repair shop at age of 22.

The Founder:  In 1937, Honda began producing piston rings for engines, which
led to manufacturing small engines to be used in motorcycles for
SOICHIRO further use.
 In 1948 he started producing and manufacturing
HONDA complete motorcycles.
 In 1959 Honda Motorcycles opened its first dealership in the
United States.
  Mission
 Proceed dependably with desire and energy
 Respect sound hypothesis, grow crisp thoughts, and make the best
utilization of time
 Enjoy work and support open correspondence
 Strive always for an agreeable stream of work

Vision and  Be ever aware of the estimation of exploration and attempt

Missions  Vision
 The corporate vision articulation resemble the author himself,
massively handy.
 Quality in all occupations - learn, think, investigate, assess and make
strides
 Reliable items - on time, with incredibleness and consistency
  With high fuel costs and a frail U.S. economy in June 2008, Honda
reported a 1% deals increment .Honda's deals were up nearly 20
percent from that month a year ago. The Civic and the Accord were in
the main five rundown of offers. To start with, Honda's item lineup
comprises of for the most part less to fair size, very fuel-effective
vehicles.
Current  Besides, in the course of the most recent ten years, Honda has
outlined its industrial facilities to be adaptable, in that they can be
market effectively retooled to create any Honda model that might be sought.
 The financial emergency has been spreading to other essential players
position of in the vehicle related commercial ventures too. In November 2009 it
was reported that Honda Motor fares have fallen 64.1%.
Honda  At the 2008 Beijing Auto Show, they promoted 5-entryway hatchback
and reported that they were hoping to build up a passage level brand
solely for the Chinese business sector like Toyota's Scion image in the
USA.
 In March 2011 Honda declared arrangements to divide generation at
its UK plants. The choice was made to put staff at the Swindon plant
on a 2 day week until the end of May as the maker attempted to
source supplies from Japan.
  STRENGTHS
 • Honda is leading automobile company, which has prepared the motorcycles and other vehicles, which are also sold in
more than 100 countries across the world.
 • Honda has employed over 180,000 employees in different department of the company, who are skilled and
professional in their working.
 • The company gives attention on the advertising of the products and it also gives well after sales services to its clients.
 • Due to its effective production system, the company has provided the vehicles to the clients with good research work,
which is carried out in research and development sector.
 • It maintains good brand equity and creates loyalty among its users.

Honda SWOT  • Honda car is eco friendly and it helps in enhancing the brand image.
 • The company has manufactured various sports vehicles for the sports activities like motorsports F1.
Analysis  WEAKNESSES
 • The company has maintained high cost structure and it can be compared with other automobile manufacturers.
 • The Honda cars are costly and it targets the upper middle class or upper class, so it has limited sale of the vehicle.
 • Lack of different corrective measures, the company is facing problems in recalling of its models.
 • Lack of use of latest technology in Honda, it is difficult for the company to keep its prices low.
 • The brand has great weakness of Civic model car so it is needed to develop it strongly.
 • There is some problem with the design and style of the vehicle, which can make the products of the company less
offensive.
  OPPORTUNITIES
 • If the company manufactures the hybrid and fuel efficient cars, then it can
enhance its business.
 • Honda needs to tap in the emerging economies and it should enhance its
markets across the world to make it the global brand.
 • The brand can manufacture the low emission vehicles, which can be
environment friendly and it can have great attraction.
 • Honda can develop its automobile market and enhance the capacity for the
manufacturing of the vehicle.

Honda SWOT  Threats

 • The consistent increase in fuel prices can be great threat for the expansion of
Analysis the sale of the vehicle.
 • There are various lead competitors in the market, which have developed
their technology and they are real threat for the brand.
 • The government changes their policies and regulation, which can hinder the
progress of this brand.
 • Due to high price of vehicles and increase in fuel prices, people prefer to
travel through other transports like trains, buses and many mor
  Marketing Objectives
 Honda Company has maintained its strategy to introduce the two wheelers in
the market with some strategic initiatives. The company is also going to
establish new manufacturing plant to enhance its production capacity and
provides the motorcycles in the market in huge numbers. The company will
tap the new markets, from where they can get good revenue over their
motorcycles and get good market share of their products.
 Market Segmentation
 The company is providing such products, which are good for every segment of
Marketing society. These vehicles have good reputation and millions of motor bikes are
sold every year across the world. The latest models of this vehicle will grab the
attention of its clients and there are different features of the vehicles in every
new model, which are great fun for the motorcycle lovers.
 Target Market
 The motorcycles are not only good for the city but also for the rural areas due
to its strong and sustainable designs and structure. The people living in
remote areas will prefer to buy this motorcycle to cover long distances on this
two wheeler motor bike and it will be target market for this vehicle. Honda is
the popular brand name and it has created good image among its users.
 Product Differentiation and Positioning
 Honda is vast range of motorcycle models as this brand has been preparing
the latest models of motorcycles every year. Various new features are added
in the new models to make them vibrant and sophisticated. The brand has
prepared the unique and innovative styles of the vehicles, which can help
them to meet their requirements. The brand is leader in the automobile
market and it can get attention of its clients.
Marketing Strategy
 Honda is the leading automobile manufacturing company, which is now going
to launch their vehicles without considering any specific category. The
Marketing company has the full line up, which has covered the entry level with the low
cost motorcycle to such motorcycle, which can have good taste and fund
elements for the people. The company is now going to introduce new features
in this motorcycle and brings some revolutionary changes for the motorcycle
lovers.
Return of Investment
 Honda Company makes plans for the manufacturing of different projects and
it helps them to complete them. The company helps in making investment in
the automobile industry and it also earn profit over the sale of these vehicles.
They need to know the investment and the motorcycles are provided at the
suitable prices with the high end technology.
 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Jul
2015 2015 2015 2015 2015 2016 2016 2016 2016 2016 2016
2015

Honda City 5180 5405 5702 7022 6342 6366 8037 4880 5662 5793 3305

Hyundai Verna 1328 1643 1341 1256 1047 616 1224 1368 1520 2050 1502

Sales of Honda Fiat Linea 171 98 102 133 105 128 93 105 101 67 147
in India.
Volkswagen
1271 1235 1097 1147 721 781 1393 1110 1094 973 919
Vento

Skoda Rapid 1024 850 948 1175 890 1225 1044 836 1049 621 623

Maruti Suzuki
2099 4156 4291 5890 5509 2841 5431 5162 5480 5702 5188
Ciaz
 Geographic Region Total revenue (in millions of ¥)

Japan 1,681,189

North America 5,990,876

Europe 1,226,757

Asia 1,263,154

Sales of Honda Others 904,163

in another
Geographic
regions.
  After studying in detail about the company Honda and the objectives, its
mission and its achievements , we can conclude that the Marketing and sales
techniques used by the company are very simple and attractive which attract
most of the people from the society including the young generation and the
elderly people of the society.
 Comfort is the second most important criteria which should be taken into
consideration.

 Promotional strategies used by them have worked a lot. Many people tend to
see the cars during it and end up buying them, and the price being the another
factor. The techniques used for sales and promotion are very unique yet
Conclusion simple and Honda is a company which focuses more on the technology.

 The strategies utilized for deals and advancement are extremely one of a kind
yet basic and Honda is an organization which concentrates more on the
innovation.
 In addition it’s concocting those items which are effortlessly moderate and in
the span of the common man.
 Honda’s models are strongly associated with advanced design and
technology, apart from its established qualities of durability, reliability and
fuel-efficiency.
 Thank you
Submitted by : Under the guidance of:
Konpal Bansal Ms. Urvashi Verma A3906415207
Section:C (10)