Honda Motorbike Vietnam Marketing Strategy
Group 1
INTERNATIONAL MARKETING ENVIRONMENT – THE CASE STUDY OF HONDA ON VIETNAM MOTORBIKE MARKET
TABLE OF CONTENT Part | Page | Introduction | 1 | CHAPTER I: THEORY ON INTERNATIONAL MARKETING AND INTERNATIONAL MARKETING ENVIROMENT | 2 | 1.1. Overview on International marketing | 2 | 1.2. International marketing environment | 3 | | | CHAPTER II: CASE STUDY OF HONDA ON VIETNAM MOTORBIKE MARKET | 8 | 2.1. Introduction to Honda | 8 | 2.1.1. Honda Company | 8 | 2.1.2. Honda Motorbike Vietnam | 9 | 2.2. Vietnam environment analysis | 11 | 2.2.1. PEST Analysis | 11 | 2.2.2. Opportunities and Challenges | 14 | 2.3. Honda motorbike strategy | 16 | 2.3.1. The advantage of product | 16 | 2.3.2. Honda’s social campaign achievement | 18 | 2.3.3. More than one symbol | 20 | 2.4. Honda’s success in adapting to Vietnam environment in comparison with Lifan Group | 21 | 2.4.1. General introduction to Lifan Vietnam | 21 | 2.4.2. Differences in the ways of approaching the market | 23 | | | CHAPTER III: EVALUATION AND SOME RECOMMENDATION | 26 | 3.1. Evaluation | 26 | 3.1.1. Strengths | 26 | 3.1.2. Weaknesses | 27 | 3.2. Some recommendation | 28 | Conclusion | 31 | References | 32 |
Introduction
Today the business world is at a cross-road. Are we heading for further integration through globalization or are we returning to increased regionalism? A comprehensive understanding of the issues that are beyond national boundaries has become an essential intellectual asset in all types of business, particularly within international marketing. International marketing has great significance for both the economic development of countries and the profitability of individual business firms. Within international organizations, marketing is the key activity in creating customer focus and in delivering the value added required to acquire an international competitive advantage.
Honda is one of international company which has been
INTERNATIONAL MARKETING ENVIRONMENT – THE CASE STUDY OF HONDA ON VIETNAM MOTORBIKE MARKET
TABLE OF CONTENT Part | Page | Introduction | 1 | CHAPTER I: THEORY ON INTERNATIONAL MARKETING AND INTERNATIONAL MARKETING ENVIROMENT | 2 | 1.1. Overview on International marketing | 2 | 1.2. International marketing environment | 3 | | | CHAPTER II: CASE STUDY OF HONDA ON VIETNAM MOTORBIKE MARKET | 8 | 2.1. Introduction to Honda | 8 | 2.1.1. Honda Company | 8 | 2.1.2. Honda Motorbike Vietnam | 9 | 2.2. Vietnam environment analysis | 11 | 2.2.1. PEST Analysis | 11 | 2.2.2. Opportunities and Challenges | 14 | 2.3. Honda motorbike strategy | 16 | 2.3.1. The advantage of product | 16 | 2.3.2. Honda’s social campaign achievement | 18 | 2.3.3. More than one symbol | 20 | 2.4. Honda’s success in adapting to Vietnam environment in comparison with Lifan Group | 21 | 2.4.1. General introduction to Lifan Vietnam | 21 | 2.4.2. Differences in the ways of approaching the market | 23 | | | CHAPTER III: EVALUATION AND SOME RECOMMENDATION | 26 | 3.1. Evaluation | 26 | 3.1.1. Strengths | 26 | 3.1.2. Weaknesses | 27 | 3.2. Some recommendation | 28 | Conclusion | 31 | References | 32 |
Introduction
Today the business world is at a cross-road. Are we heading for further integration through globalization or are we returning to increased regionalism? A comprehensive understanding of the issues that are beyond national boundaries has become an essential intellectual asset in all types of business, particularly within international marketing. International marketing has great significance for both the economic development of countries and the profitability of individual business firms. Within international organizations, marketing is the key activity in creating customer focus and in delivering the value added required to acquire an international competitive advantage.
Honda is one of international company which has been
References: Nguyen Bach Khoa, 1999, Commercial Marketing, Education Publisher. PhD. Tran Minh Dao, 2000, Essential Marketing, Statistics Publisher.