Honda Marketing Plan

HONDA MARKETING PLAN: 2012

1.1TABLE OF CONTENT:

1.2 Letter of recommendations ...........................................................................3

1.3 Executive Summary of the marketing plan....................................................4

1.4 Outline of the marketing plan.........................................................................5

1.5 Introduction, Background, summary and update of the case study............6

2.1.1 Target Market Analysis

Primary Target Market..........................................................................................6

Primary Target Market Demographics.................................................................7

Secondary Target markets.....................................................................................7

2.2 SWOT Analysis:

2.2.1 Strengths........................................................................................................7

2.2.2 Weaknesses...................................................................................................8

2.2.3 Opportunities................................................................................................8

2.2.4 Threats...........................................................................................................8

2.3 Competition Analysis

Primary Competitor...................................................................................9

Secondary Competition..............................................................................9

2.4 Keys to success..................................................................................................9

2.5 Macro Environment Analysis

2.5.1 Economy........................................................................................................10

2.5.2 Culture...........................................................................................................10

2.5.3 Politics, Rules and Regulations....................................................................10

2.5.4 Technology....................................................................................................11

3.1 Mission Statement............................................................................................11

3.2 Marketing Objectives.......................................................................................11

3.3 Financial objectives..........................................................................................12

3.4 Positioning strategy.........................................................................................12

3.5 Marketing Mix Strategies

3.5.1 Product Strategy............................................................................................13

3.5.2 Price Strategy.................................................................................................13

3.5.3 Promotion Strategy.......................................................................................13

3.5.4 Place strategy.................................................................................................14

4.0 References.........................................................................................................15

5.0 Appendices.........................................................................................................16

1.2 Letter Of Recommendation

Honda Motors Co. Ltd

Chief Executive Officer,

470 London Road

Slough

Berkshire, London.

SL3 8QY

Dear Mr. Takanobu Ito,

Thank you for giving me the opportunity to analyze your business and present my research works to my class and my Professor. I will now attempt to summarize my findings in this letter, which are detailed out in the marketing plan.

I had the pleasure of working with Honda Motors and while assigned to this project, I worked closely with Mr. Wilson A. Lacy asst. manager of marketing team Honda UK. He was instrumental in administering my research paper.

As it says in its tag line Power of dreams Honda has kept up its efforts to provide timely and well-directed solutions to the diverse needs of society and our customers, through research and development. With the emergence of new technology Honda was able to achieve success in the market such as North America, Japan but by applying new marketing plan and strategies Honda Motors can also achieve success in the new the market such as Europe and Asia (excluding Japan).

Honda has done a great job of making technology an integral part of its offering with duly considering environmental emission factors which will be key to Honda's success in the coming years. In order for Honda to develop their market share in European market a continuous devotion towards technology without compromising with Co2 emission will drive them to success.

I hope you will find this research useful and present you with credible evidence to act on these proposals. I thank you again for the opportunity.

1.3 Executive Summary of the marketing plan