Honda Report
Group Paper
ASB-3103 Marketing Strategy and Management
Introduction
Honda’s product portfolio
Honda has offered products that supplement the lifestyles of their consumers around the globe. They have been producing motorcycles for more than 60 years now and are world’s top leading motorcycle manufacturer in terms of the number of units sold. According to the official Honda Motorcycles website, Honda has manufactured a total of 200 million motorcycles as of 2008. Page 1 of 7
Group Paper
Honda manufactures 10 different types of motorcycles. • • • • • • • • • • Adventure Cruiser Off Road Roadsport Scooters Sports Tourers Supersports Touring Traditional 125cc
Honda provides dynamic support to establish a leading suite of proprietary products tailored specifically for their customer needs. Honda motorcycles simple products which are easily obtained by Honda’s nationwide dealerships. They are affordable and Honda has introduced low and high version of motorcycles for each model to meet diverse consumer requirements. Honda produces its motorcycles in many parts of the world. Hence, motorcycle development is designed to meet regional market characteristics and customer tastes.
Honda’s Competitive Environment
Honda operates in a competitive environment; they have many key competitors including Triumph, Yamaha, Suzuki, BMW, Kawasaki and Ducati. A variety of competitors means more choice for the consumer. Recently Triumph has fought back at Honda and many top market manufacturers, by earning a larger UK market share than them, at 17%. Honda’s annual report of 2007, which compares Honda’s sales to other competitors, shows that although the market share fluctuates from month to month, Honda regularly has approximately half of it. This shows their strong presence in the motorcycle/moped market.
Honda’s motorcycle competitive positioning in comparison to their main competitors’ production levels in Japan in September 2010 are as follows: Honda – 18,333 units
ASB-3103 Marketing Strategy and Management
Introduction
Honda’s product portfolio
Honda has offered products that supplement the lifestyles of their consumers around the globe. They have been producing motorcycles for more than 60 years now and are world’s top leading motorcycle manufacturer in terms of the number of units sold. According to the official Honda Motorcycles website, Honda has manufactured a total of 200 million motorcycles as of 2008. Page 1 of 7
Group Paper
Honda manufactures 10 different types of motorcycles. • • • • • • • • • • Adventure Cruiser Off Road Roadsport Scooters Sports Tourers Supersports Touring Traditional 125cc
Honda provides dynamic support to establish a leading suite of proprietary products tailored specifically for their customer needs. Honda motorcycles simple products which are easily obtained by Honda’s nationwide dealerships. They are affordable and Honda has introduced low and high version of motorcycles for each model to meet diverse consumer requirements. Honda produces its motorcycles in many parts of the world. Hence, motorcycle development is designed to meet regional market characteristics and customer tastes.
Honda’s Competitive Environment
Honda operates in a competitive environment; they have many key competitors including Triumph, Yamaha, Suzuki, BMW, Kawasaki and Ducati. A variety of competitors means more choice for the consumer. Recently Triumph has fought back at Honda and many top market manufacturers, by earning a larger UK market share than them, at 17%. Honda’s annual report of 2007, which compares Honda’s sales to other competitors, shows that although the market share fluctuates from month to month, Honda regularly has approximately half of it. This shows their strong presence in the motorcycle/moped market.
Honda’s motorcycle competitive positioning in comparison to their main competitors’ production levels in Japan in September 2010 are as follows: Honda – 18,333 units
References: Baker M. J, 2000, Marketing Strategy and Management, Third edition, Macmillan Press, London. Kotler P, Kevin Lane Keller, Mairead Brady, Malcolme Goodman, Torben Hansen, Marketing Management, 2009, 13th Edition, Prentice Hall, London. www.wikipedia.org/wiki/motorcycle_safety, 2010. Accessed on 02/12/2010 www.dealernews.com, Accessed on 01/12/2010 ww1.honda.co.uk/motorcycles, Accessed on 02/12/2010 Page 6 of 7 Group Paper http://www.guardian.co.uk/business/2010/nov/12/triumph-winner-motorcycle-market. Accessed on 02/12/2010 http://www.webbikeworld.com/motorcycle-news/statistics/motorcycle-sales-statistics.html Accessed on 03/12/10 http://world.honda.com/investors/annualreport/2007/05.html, Accessed on 02/12/10. Slide 18, ASB3103MarketingAudit1.ppt2010 (Power Point). Page 7 of 7