Preview

Honda Ronin

Satisfactory Essays
Open Document
Open Document
286 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Honda Ronin
The Honda Ronin

Carlos Idarraga
GB530 Marketing Management
Brand Extension Marketing Plan

Honda is a Japanese multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Honda has been the world 's largest motorcycle manufacturer since 1959. The brand extension that I am proposing will be a new motorcycle marketed to the public as a green environmentally friendly motorcycle. The bike will be known as the “Honda Ronin”. A Ronin was a samurai who had no lord or master. I like the name because it goes with the whole biker outlaw mentality.
The latest market trends have the public demanding more environmentally friendly products at an affordable price. The problem with most Hybrid products is the price. My main challenge is to convince Honda to create a product that is environmentally friendly at an affordable price. The marketing campaign is going to be key to ensure that Honda can make a profit off the product.
My main focus at first will be the U.S market. If I can conquer the U.S. market, I know that we can do well globally. My key market will be motorcycle enthusiasts. The majority of my information will be gathered from the internet. I plan on studying how environmentally friendly cars/motorcycles have done historically and how well they are doing now, so that I can hopefully successfully forecast the future of this industry.
As a company we will be taking a holistic orientation to the marketplace. The plan is to help capture customer value. (Kotler, 2009) I will explore, create and deliver a marketing campaign that will keep the customer in mind at all times.

References:
Kotler, P., & Armstrong, G. Principles of Management. Prentice



References: Kotler, P., & Armstrong, G. Principles of Management. Prentice Hall.

You May Also Find These Documents Helpful

  • Better Essays

    Mkt 421 W2 Marketing Mix

    • 1487 Words
    • 6 Pages

    A marketing strategy is the combination of the target market, or the customers the marketing is intended to reach, and the marketing mix. Product, price, place, and promotion are components of the marketing mix, or the four p’s, which create a value for the customer (Perreault, Cannon, & McCarthy, 2009). For this reason, the customer, who is not part of the marketing mix, is the center of the target, surrounded by the elements of the marketing mix. The ultimate goal of a marketing strategy is to create value for the customer, which allows the organization to increase customer satisfaction and results in repeat customers and additional equity for the organization (Armstrong & Kotler, 2009).…

    • 1487 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    Oil prices have recently been rising and will probably continue to rise as the world’s oil sources are depleted. This could mean that there will be a fall in demand for regular fuel cars and a rise in demand for smaller more efficient cars. Honda is producing hybrid technology which will seem more attractive due to higher oil prices. Also, as consumer confidence returns to the US economy, fuel efficient SUV’s are also an alternative to consumers who aren’t comfortable driving smaller cars on America’s highways. As Honda adjusts its production to a more fuel efficient or hybrid/electric technology, they will have the potential to see increased revenue.…

    • 3054 Words
    • 13 Pages
    Powerful Essays
  • Better Essays

    Anytime expansion is desired and a new marketing strategy is needed there are necessary fundamental procedures and concerns that must be addressed. McBride must evaluate and design their mission to explain what the vision of the company is within each demographical location. The company’s mission must improve regarding customer service and customer…

    • 879 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    Case study CHOBANI YOGURT

    • 669 Words
    • 2 Pages

    One of the evaluation criteria for Trek is environmental impact showing that they want to know how the vendors and suppliers measure up in “green” technologies and how they are trying to be environmentally friendly. The organizational buying at Trek reflects its future of growing into Eco-buying. The bikes at Trek are becoming “smarter” and “greener” as mentioned on page 171 of the case study. One aspect that appeals to Trek is knowing that the suppliers and vendors had a “ thorough understanding” of the impact of the…

    • 669 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Huffman Trucking

    • 4367 Words
    • 18 Pages

    Nowadays, companies should decide to always manifest effective customer-centricity philosophy, building a strong internal marketing culture and enhancing the market’s influence on other entities throughout their organization. This will set the stage to inform them of how and when the time is right to make the necessary changes for the survival and growth of the business. Huffman Trucking is a trucking company in the services industry, which has been experiencing diminishing growth over the past years. The organization needs to improve its overall position in the industry. Huffman’s CEO, Phil Huffman, has determined that a customer-centric strategy is what his organization needs to improve growth and achieve the top position within the trucking industry. In order to ensure Phil’s strategy is successful a proper evaluation must be done to determine the organizations’ current marketing strategy and in addition determine the sustainability of the proposed strategy and the overall benefit to the organization.…

    • 4367 Words
    • 18 Pages
    Best Essays
  • Good Essays

    shakespeare's sister

    • 487 Words
    • 3 Pages

     Educated customers about the brand to incite excitement about the company’s mission and values.…

    • 487 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Kinicki, A., & Williams, B. K. (2011). Management A Practical Introduction. In A. Kinicki, & B. K. Williams. The McGraw - Hill Companies, Inc.…

    • 1050 Words
    • 5 Pages
    Good Essays
  • Better Essays

    Current Ratio – is an indication of a company 's ability to meet the company’s short-term debt obligations.…

    • 2400 Words
    • 10 Pages
    Better Essays
  • Satisfactory Essays

    MARKET ORIENTED

    • 394 Words
    • 2 Pages

    Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements, in addition to product functionality and production efficiency to drive the business forward. We want to produce products that support our business strategy while competing in a growing global and competitive market for our customer needs. With the idea of this company becoming more marketing oriented, we as a whole, need to be on the same path in terms of achieving and meeting goals. In order to have a better approach, we should do large marketing researches, consumer surveys, and focus groups with consumers to gain ideas to see what is working well in our market today. We want to have increased consumer retention or in other words, loyal customers. Moving forward with a marketing oriented company, we will be the listening ear to the consumer. We will be able to meet their needs and give them the attention they deserve. This will allow the consumers in trusting us with their future purchases and make it harder for other competitors to gather their attention. Another point that we need to expand on is building a stronger strategic relationship between our company and the consumers. We need to open the doorway for our consumers to be able to tell us what they value and what issues they are having so we can solve them. This strategy will help the consumers see our company in the light of a relationship rather than a vendor. Once the restructure of our firm is complete, we will be more customer-centered and focused on the mission to deliver superior service and products to our…

    • 394 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    It is no secret that one of the most popular trends in today's society is "going green" to help the economy, save the world, and so on. It is also no secret that gasoline prices have steadily increased over the years, and four dollars a gallon does not exactly agree with our wallets. In an effort to "go green" and save money on gasoline, hybrid cars have recently become a great option for those interested in getting high gas mileage and saving lots of money… or so they think. Although hybrid cars have high gas mileage and extend the time between visits to the pump, reviewing the raw facts about hybrid cars while asking the question "Do hybrid cars seem like a money-saving solution?" is a wise decision.…

    • 775 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    8. Holistic marketing focuses on the integration of value exploration, value creation, and value delivery as a means to build long-term…

    • 1489 Words
    • 6 Pages
    Satisfactory Essays
  • Better Essays

    Interview Techniques

    • 1412 Words
    • 6 Pages

    Noel Gallagher is the guest on both the talk shows I will be comparing. Although the styles used by Jonathan Ross and Michael Parkinson differ, they both manage to retrieve elements of the same information from Noel. Both interviews have different outcomes in the depth and tone of the answers and this directly corresponds with the communication styles both interviewers use.…

    • 1412 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    Figgie International

    • 2288 Words
    • 10 Pages

    This case study examined Figgie International’s failure of transformational change. The key issues are the leadership style of the Founder, Harry Figgie and the Successor, Dr. Figgie. The decision of Dr. Figgie to hire management consultants caused eventual downfall of Figgie International. Thousand jobs of employees, millions of dollars invested by shareholders and long-term relationships with customers were lost. The conflict of interest of the management consultants chasing after enormous fees greatly overwhelmed the results of the actual work done carried out by the consultants and employees of Figgie International. Qualification and experience of consultants, specific scopes of work and objectives, cost benefit analysis of consultancy services, control of the transformational change by the organization managers, creation of powerful enough guiding coalition within organization and good communication of vision were among the lessons that could be learnt in this case study.…

    • 2288 Words
    • 10 Pages
    Powerful Essays
  • Satisfactory Essays

    References: Robbins, S., Decenzo, D., & Coulter, M. (2013). Fundamentals of management. (8th Ed.). Upper Saddle River, New Jersey: Prentice Hall.…

    • 870 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Motivation

    • 414 Words
    • 2 Pages

    References: George, J., Jones, G (2009) Essentials of Contemporary Management, 3rd Edition. New York: McGraw Hill…

    • 414 Words
    • 2 Pages
    Good Essays