Pom Assignment
Executive Summary
Vietnam is one of the largest motorbike markets in the world. According to GSO Vietnam, the proportion of manufacturing of motor industry increased 19.6% in 2011 compared with in 2010, and at that time, the consuming index also reached 17.3%. Furthermore, in 2011, the quantity of motorbikes in Vietnam reached the number more than 30 million units and increased at the rate of 3 million new motorbikes per year (Air pollution alert, 2011). This rapid development could have influences on Honda Vietnam to provide customer with best-quality products and create green products since 1996. These days, Honda motor is one of the most favorable brands in Vietnam with many segmented models. However, after finding out the potential of this market and decidding to invest, other competitors also realized this fact and began to make the appearance such as Suzuki in 1996, Yamaha in 1998, and especially Piaggio in 2009. This has made the competition in Vietnamese motorbike market more violent than ever before. In order to attract more and more as well as remain customers, companies have to add more values to their products in addition to better core values. For Honda, they have applied successfully this strategy in their new products-PCX which has become a new wave in the market for motorbikes. Why can they do that? This report will analyze the situation of this product including current market, the marketing environment, the customers, competitors, brand as well as the SWOT analysis to see the success of it.
Table of Contents I. INTRODUCTION 1 II. SITUATION ANALYSIS 1
1 Company Analysis 1 1.1 Mission statement 1 1.2 Company objectives 2
2 Environmental analysis 3 2.1. Economic forces 3 2.2. Demographic forces 4 2.3. Natural forces 4 2.4. Technological forces 5 2.5. Social/Cultural forces 5 2.6. Legal/Political forces 6
3 Competitor analysis 6 3.1 Competitors identification 6 3.2 Direct competitor analysis – Yamaha Nouvo
Vietnam is one of the largest motorbike markets in the world. According to GSO Vietnam, the proportion of manufacturing of motor industry increased 19.6% in 2011 compared with in 2010, and at that time, the consuming index also reached 17.3%. Furthermore, in 2011, the quantity of motorbikes in Vietnam reached the number more than 30 million units and increased at the rate of 3 million new motorbikes per year (Air pollution alert, 2011). This rapid development could have influences on Honda Vietnam to provide customer with best-quality products and create green products since 1996. These days, Honda motor is one of the most favorable brands in Vietnam with many segmented models. However, after finding out the potential of this market and decidding to invest, other competitors also realized this fact and began to make the appearance such as Suzuki in 1996, Yamaha in 1998, and especially Piaggio in 2009. This has made the competition in Vietnamese motorbike market more violent than ever before. In order to attract more and more as well as remain customers, companies have to add more values to their products in addition to better core values. For Honda, they have applied successfully this strategy in their new products-PCX which has become a new wave in the market for motorbikes. Why can they do that? This report will analyze the situation of this product including current market, the marketing environment, the customers, competitors, brand as well as the SWOT analysis to see the success of it.
Table of Contents I. INTRODUCTION 1 II. SITUATION ANALYSIS 1
1 Company Analysis 1 1.1 Mission statement 1 1.2 Company objectives 2
2 Environmental analysis 3 2.1. Economic forces 3 2.2. Demographic forces 4 2.3. Natural forces 4 2.4. Technological forces 5 2.5. Social/Cultural forces 5 2.6. Legal/Political forces 6
3 Competitor analysis 6 3.1 Competitors identification 6 3.2 Direct competitor analysis – Yamaha Nouvo
References: 1. Anh Thu, 2011, GDP in 2010 is as large as 1.6 times of 2006, Retrieved May 04, 2012. Available at: http://www.sggp.org.vn 2 3. GSO Vietnam, “Kinh tế - xã hội thời kỳ 2006-2010 qua số liệu một số chỉ tiêu thống kê chủ yếu”, Retrieved May 05, 2012. Available at: http://www.gso.gov.vn 4 5. Isis Almeida, 2011, Energy Costs May ‘Impact’ Vietnam Coffee Production, Atte Says, Retrieved April 26, 2012. Available at: http://www.bloomberg.com 6 7. Long Chau, 2010, Honda introduced the PCX Vietnam, Retrieved April 25, 2012. Available at: http://www.autopro.com.vn 8 9. Trong Nghiep, 2010, Honda will bring PCX to Vietnam, Retrieved April 20, 2012. Available at: http://vnexpress.net 10 11. Trong Nghiep, 2010, Honda increases production of PCX, Retrieved April 27, 2012. Available at: http://vnexpress.net