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Honda Motor Company

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Honda Motor Company
Introduction
Company Background
Honda Motor Company, Ltd. (Honda), incorporated on September 24, 1948, develops, produces and manufactures a variety of motor products, ranging from small general-purpose engines and scooters to specialty sports cars. The Company’s business segments are the motorcycle business, automobile business, financial services business, and power product and other businesses. Honda conducts its operations in Japan and worldwide, including North America, Europe and Asia. On March 22, 2011, the Company completed the selling of all stake in Hero Honda Motors Limited to Bahadur Chand Investments Private.Ltd. and Hero Investments Pvt. Ltd. In August 2012, the Company acquired Usha International Ltd.
Motorcycle Business
Honda produces a range of motorcycles, ranging from the 50 cubic centimetres class to the 1,800 cubic centimetres class in cylinder displacement. Honda’s motorcycles use internal combustion engines developed by Honda that are air or water-cooled, two or four cycle, and single, two, four or six cylinder. Honda’s motorcycle line consists of sports (including trial and moto-cross racing), business and commuter models. Honda has also produced all-terrain vehicles (ATVs), personal watercraft (PWC) and multi-utility vehicles (MUVs). Motorcycles are produced by the Company in Japan at the Kumamoto factory. Honda’s motorcycles are also produced by subsidiaries in countries worldwide, including Italy, Thailand, Vietnam, the Philippines, India, Brazil and Argentina. Honda’s unit sales of motorcycles, ATVs and PWC total 9,639 thousand units during the fiscal year ended March 31, 2010 (fiscal 2010).
Automobile Business
The Company’s automobiles use gasoline engines of three, four or six cylinder, diesel engines and gasoline-electric hybrid systems. Honda also offers alternative fuel-powered vehicles, such as natural gas, ethanol and fuel cell vehicles. Honda’s principal automobile products include passenger cars, minivans, multi-wagons,



References: 1. Blackwell, R. D., Miniard, P. W. and Engel, J. F. 2006. Consumer Behavior 10th Edition. Singapore: Thomson South-Western. 7. Wikipedia. 2013. ‘Honda CR-V’. Viewed on 12 November 2013. Available from: < http://en.wikipedia.org/wiki/Honda_CR-V> 8 9. Blogs.cars.com. 2013. 2014 Honda CR-V: What 's Changed - KickingTires. [online] Available at: http://blogs.cars.com/kickingtires/2013/09/2014-honda-cr-v-whats-changed.html 10 11. BusinessDictionary.com. 2013. What is consumer analysis? definition and meaning. [online] Available at: http://www.businessdictionary.com/definition/consumer-analysis.html 12 13. En.menon.no. 2013. Market and consumer analyses - Menon. [online] Available at: http://en.menon.no/market-and-consumer-analyses 14 15. Forbes.com.sg. 2013. Marketing Problems Issues. [online] Available at: http://www.forbes.com.sg/reference1.htm 16 17. Marsdd.com. 2013. Identifying market problems - MaRS Discovery District. [online] Available at: http://www.marsdd.com/articles/identifying-market-problems/ 18 19. Reading.ac.uk. 2013. BSc Consumer Behaviour and Marketing - University of Reading. [online] Available at: http://www.reading.ac.uk/apd/ug/apd-ugbacbm.aspx 20 21. Tutor2u.net. 2013. Marketing Presentation - Consumer Behaviour. [online] Available at: http://tutor2u.net/business/presentations/marketing/consumerbehaviour/ 22 23. Usnews.rankingsandreviews.com. 2013. 2014 Honda CR-V Reviews, Pictures and Prices | U.S. News Best Cars. [online] Available at: http://usnews.rankingsandreviews.com/cars-trucks/Honda_CR-V/ Appendix

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