The paper "Marketing strategy and Honda Motor Company" is a perfect example of a Marketing Case Study. With the increase in globalization, information technology advancement, and growing pressure from external forces, it means that managers can no longer use old marketing strategies today in their operations (Mullins, Walker & Boyd 2010). The organizations have become too complex to run because businesses now operate in culturally different environments. According to IBISworld (2013), Honda Motor Company faces stiff competition from other market players including General Motors, Totota, Volkswagen, BMW, Chevrolet, Tata and Mercedes among others.
The change has prompted the companies to use their characteristic and strengths to attain market advantage. As the market leader in the motorcycle segment and the 8th largest automobile, the company needs to sustain the company and improve its market share (IBISworld, 2013). As such, this report assesses the marketing strategy of Honda Company. The report will include situational analysis, Customer environment, SWOT analysis and the recommended strategies which the company can pursue. 2.0 The situation analysis Honda Company’ s capability to remain on top of motorcycle productivity competence and quality status can be attributed to its internal environment (Falloon, 2005, p. 9).
This involves the company’ s goals and objectives, performance, and position which can be linked with its competency. According to Falloon (2005, p. 11), Honda’ s production team has an unquenchable obsession to enhance the efficiency of its production operations. Thus, to completely recognize the situation analysis of Honda Motor Company, a company analysis, including goals and objectives, resources, performance, and position is taken into consideration. 2.1 The company analysis Honda Motor Company is a global leader in the export of motorcycle and it looks like it is literally living according to its mission, which is to maintain an international stance and supply high-quality products at a reasonable cost for global customer satisfaction (Falloon, 2005, p. 12).
The company is operating towards the building a society which is thriving by offering their customers with the automobiles which provide value for their money. Clarke, Lamoreaux & Usselman (2009) postulate that Honda considers offering competitive prices for the customer yet still delivering cars that are at par with those of their strong competitors. This may be the basis why their products, especially motorcycles are having a positive performance in the market both in developing and developed nations.
Honda is also mindful concerning sustainable development which can also be observed in its various corporate social responsibilities including, its programs intended to reduce environmental pollution (Sperling & Deborah, 2009, p. 65). The firm is committed to providing hybrid alternative vehicles for some models which are sold in the marketplace. This is intended to enable the firm to create a sale of close 1 million hybrid automobiles annually, and this objective to be attained by 2018 (HMT, 2014).
Honda has enhanced its 2008 natural gas vehicle initiative, which is carried out in line six different major areas. They are Environmental Management, Quality Air, Energy and Climate changes, and Societal Cooperation, aspects of Recycling and enhanced utilization of resources. The firm is dedicated to the reduction of carbon II oxide emissions and it is argued to take a combined action in making sure that the environment is conserved at all times by conforming to the declared values of fuel economy (Sperling & Deborah, 2009, p. 169).
The market is changing and the customer now wants fuel and environmentally efficient cars.
Clarke, SH., Lamoreaux, N.R., & Usselman,S.W. (2009). The Challenge of Remaining
Innovative: Insights from Twentieth-Century American Business. Stanford University Press
Drummond, G & Ensor, J. (2005). Introduction to marketing concepts. Oxford, UK: Elsevier.
Falloon, I. (2005). The Honda Story. Haynes, pp. 9–13.
Honda Motor Company (HMT). (2014). Honda Motor Company Official Website. Retrieved on
27th May 2014 from http://world.honda.com/index.html
IBISworld. (2013). IBISWorld Industry Report C2531-GL: Global Car & Automobile
Manufacturing. Retrieved on 27th May 2014 from
Kotler, P., & Armstrong, G (2010). Principles of Marketing, 13th (Global) ed. Boston: Pearson
Lash, J., & Wellington, F. (2007). Competitive advantage on a warming planet. Harvard
Business Review, 85, 94-102
Morris, T., & Lancaster, Z. (2005). Translating management ideas, Organization Studies, 27,
Mullins, J., Walker, J. O., & Boyd, H. W. (2010). Marketing management: a strategic decision
making approach. Boston: A McGraw-Hill Irwin.
Osch, W., & Avital, M, (2010). The road to Sustainable Value: The path-dependent
construction of sustainable innovation as socio-material practices in the car industry. In
Tojo Thatchenkery, David L. Cooperrider, Michel Avital (ed.) Positive Design and
Appreciative Construction: From Sustainable Development to Sustainable Value (Advances
in Appreciative Inquiry, Volume 3), Emerald Group Publishing Limited, 99-111
Paton, R., & Karunaratne, N. (2009). Engagement and innovation: the Honda case. VINE, 39,
280 - 297
Paton, R.A., & McCalman, J. (2008). Change Management: A Guide to Effective
Implementations 3rd ed. Sage, London
Shaw, E. (2012). Marketing strategy: From the origin of the concept to the development of a
conceptual framework. Journal of Historical Research in Marketing, 4, 30-55.
Sperling, D., & Deborah, G. (2009). Two billion cars: driving toward sustainability.
Oxford University Press, New York.
Taylor Reach Group (2012). Market size, statistics & research. Retrieved on 27th May 2014 from