(Tiểu luận) company honda motor company

UNIVERSITY OF ECONOMICS AND FINANCE HCMCSUBJECT: SALES MANAGEMENT COMPANY: HONDA MOTOR COMPANYPRODUCT: HONDA AUTOMOBILES LECTURER: NGUYEN TIEN HUYTRẦN ĐOÀN THÚY OANH – 205045319... In th

UNIVERSITY OF ECONOMICS AND FINANCE HCMC

SUBJECT: SALES MANAGEMENT

COMPANY: HONDA MOTOR COMPANY

PRODUCT: HONDA AUTOMOBILES

LECTURER: NGUYEN TIEN HUY

TRẦN ĐOÀN THÚY OANH – 205045319

TABLE OF CONTENTS

I ABOUT COMPANY, PRODUCT: 4

C Paid Time Off (PTO) / Vacation 19

● Paid Holidays & Shutdowns: 20

B Rotating method: 24

C Oserving behavior method: 25

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I ABOUT COMPANY, PRODUCT:

A Honda Motor Company:

Established in 1996, Honda has been the world's largest motorcycle manufacturersince 1959, reaching a production of 400 million by the end of 2019, as well as theworld's largest manufacturer of internal combustion engines measured by volume,producing more than 14 million internal combustion engines each year Hondabecame the second-largest Japanese automobile manufacturer in 2001 In 2015,Honda was the eighth-largest automobile manufacturer in the world

Honda is headquartered in Minato The company has assembly plants around theglobe These plants are located in China, the United States, Pakistan, Canada,England, Japan, Belgium, Brazil, México, New Zealand, Malaysia, Indonesia,India, Philippines, Thailand, Vietnam, Turkey, Taiwan, Perú, and Argentina

B Products:

By being known as one of the world’s largest manufacturers of motorcycles andautomobiles, therefore, Honda presents to the customer many various options fromHonda Motorcycles, Automobiles, Powersports, and Jets to their luxury chain,Acura Automobiles, and other power equipment product Their best-sellingvehicles have always been Automobiles ever since And it accounted for 13% ofthe makes revenue in 2021 In the market share by revenue category, Toyota(12.0%), Ford (7.3%) and Volkswagen (6.3%) take the lead worldwide Honda had

a 6.11% market share

Honda Automobiles:

Honda entered into automobile manufacturing in the late 1960s Its mainstayproducts like the Accord and Civic have always employed Front-wheel drivepowertrain implementation, which is currently a long-held Honda tradition.North America is one of Honda’ss main focus areas they have beenproducing automobiles in America for 40 years and currently operate 18major manufacturing facilities in North America In 2021, more than 95% of

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all Honda vehicles sold in the U.S were made in North America Honda'lineup includes the Civic, Insight, Accord, and Clarity series passenger cars,along with the HR-V, CR-V, Passport, and Pilot sport utility vehicles, theRidgeline pickup, and the Odyssey minivan In the fiscal year 2022, Honda'sautomobile segment earned the highest net sales in North America,amounting to roughly 4.88 trillion Japanese yen In North America,automobile segment sales increased by 4.4 percent year on year (6.8 percentworldwide).

Product line Image

Honda Civic

Honda Accord

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Honda Clarity

Honda City

Honda HR-V

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Honda CR-V

II SALES ORGANIZATION:

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III SALES PROCESS:

In order to meet the development needs of technology, improve the value of life,and build a brand in parallel with the development of the business and thecharacteristics of the industry, the sales process of the released Honda car has beenreleased Currently the following steps:

- Step 1: Contact to learn and collect customer information when customersenter the company, sales staff to welcome and invite customers to see theproduct In the process of conversation, employees must collect at least somebasic information about customers At this time, the sales staff willspecifically introduce the vehicles that customers aim to Then advise onhow to choose the type of vehicle suitable for each different customer

- Step 2: Make customer management records, up to the business plan, this isthe analysis of the current capabilities and potential of customers to be able

to appreciate their customers and needs, even if this customer buying or not

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buying also need to make detailed records and try to get information andneeds of customers to have appropriate business strategies Analysis andcustomer management will help managers find target customers and haveappropriate strategies to improve business efficiency.

- Step 3: Negotiate and make decisions

The negotiation and making decisions based on the determination of thecompany's capacity

o If successful (decision): Proposal of pre-feasibility projects andcontract negotiations => The two parties agree, agree to sign acontract and perform customer service

o Failure: Consulting customers based on the company's capacity tooffer feasible plan

Sales staff need to have sales strategies with good communication andpersuasion to each specific customer to reach unity, price agreementand product satisfaction If the purchase and sale is conducted, theSales Department prepares sales records, guides customers to carryout procedures for buying and selling, preferential procedures andcareful guidance of promotions, company policies and transferred toAccounting department for payment

- Step 4: Customer care

In order to ensure the process of customer care to improve the attachment tothe business, the repair cycle of maintenance is also very focused by Honda:

o Car check and error reported: Receive the car, record the opinions andrequirements of the customer The technician checks the car's error.Notes the errors that need to be corrected in the error report,determine the capacity of the company if it is not done, then transfer it

to the parent company The service room notifies errors that needrepair for customers Advise customers about repair items Quotationfor items to be repaired Customers browse prices and report vehicledelivery to customers

o Receiving and conducting repair and maintenance: Technicaldepartments conduct the repair Check before handing it over to theservice room If the repair process arises, consult customers and makedecisions

o Post-inspection and delivery: The service of checking the vehiclebefore handing it over to the customer, and providing the hotlinephone number for customers to call in case of need

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Disadvantages of the process: Not linking customers with banking services,

causing many customers to get problems during the procedure Product counselorshave not been updated regularly, making the advice limited The rotation timebetween the stages until the time the car is not yet quick

Suggestion to improve sales process

- Improve the payment system:

Innovating forms of payment, linking banks such as loans to buy cars withlow-interest rates, installments, and payments via cards, to make it easier

to pay for payments between customers and businesses, create conveniencesand safety for customers in the transaction process Regularly updatinginformation, and new products to each private employee still requires notonly in the ability to communicate but also to understand and finddifferences, characteristics, and advantages, new designs of each productline of the company and competitors Therefore, regularly updatinginformation and supplementing knowledge for employees is indispensable

- Expanding the major to improve sales quality:

Improving the quality of services, changing some forms of marketingsuitable for the opening era, and information technology developed such asonline sales, and sales via email, will help reduce the time of trading,thereby reducing costs, improving public relations, expanding market share

IV SALES TARGET

HONDA in December almost reached the monthly sales target that it set for itsrejuvenated agency-only business plan The brand sold 1640 units in December,just shy of the 1670 monthly units proposed for its planned 20,000 annual sales.The task for the factory and its agents now is to maintain that level for a full 12months The results for December come as a bit of joy to Honda Australia whichhad a shaky start to its agency program in July when VFACTS reported a 62.6percent slump in sales compared with the same month in 2020

They sold 17,562 vehicles in 2021, with only 6791 – or 39 percent of the total –sold in the last six months Sales grew from 822 units in July to 1362 in Novemberand then 1640 units in December But overall sales for the year were down 40

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percent in 2020, compared with the total passenger car and SUV sector – in whichHonda is active – that was up 16.7 percent on the previous year.

Honda said it was “continuing to build momentum through the initial transitionphase to 20,000-unit annual pace” In defense of the agency mode, Honda said that

89 percent of its customers “strongly agree that buying a new Honda wasexceptionally easy” It also reported that it is “now near the top of Deloitte’sbenchmark lead conversion rate for 2021, up 40 percent.”

Honda Australia director Stephen Collins said: “Through our new ‘live’ customerfeedback system, we’ve seen 89 percent of customers strongly agree that buying anew Honda was exceptionally easy, while 87 percent gave the new salesexperience a top rating of nine or 10 out of 10” He said that the network response

to the new buying experience “has also been extremely positive” with the HondaCentres embracing the change “Customers have a significantly better experienceunder the new model” Mr Collins said

“But in recent months we’ve seen much-improved results across all areas of ourbusiness and the customer response to a seamless and haggle-free purchase processhas been very encouraging

“With Honda Australia now holding all of the stock, we essentially have access tothe national stock pool now and unlike many other brands, we can secure vehiclesfor immediate sale, so we’re positive about what lies ahead for Honda in 2022.Honda Australia launched the 11th-generation Civic in December and now plans torelease new models over the next 18-24 months “during which time the entire localHonda line-up will change over to new generation models.”

V SALES BUDGET:

Honda Motors announced its earnings for the full fiscal year 2015 on Tuesday,April 28 The company reported a 17.2% drop in net income compared to the lastfiscal year, due to high costs associated with the recall of faulty airbags supplied byTakata Corporation and the hybrid systems used in the Fit and Vezel, and weak carsales in the U.S and Japan

Total revenues for the year fell by about 3%, but the fall is attributable to thedecline in the value of the yen compared to the U.S dollar On a constant currency

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basis, net sales grew by 6.8% for the year Operating income decreased by 13.1%due to an increase in SG&A expenses, including quality-related costs, as well asthe negative impact on income from volume and model mix despite a costreduction contribution and positive favorable foreign currency effects TheJapanese automaker forecast a minuscule 0.4% increase in net profit for the fullfiscal year 2016, stating that gains from vehicle sales growth would most likely beoffset by higher quality-related costs and currency losses.

The Japan-based automaker sold roughly 4.36 million cars in the year, roughly thesame level as last year’s 4.32 million The company attributed this decline in salesvolume to the negative impact of the economic situation in Japan and weaker thanexpected sales in the U.S Following the results, Honda forecast 4.75 millionvehicle sales for the fiscal year 2016

Forbes has a $41 price estimate for Honda Motors, which is about 20% above thecurrent market price And in the process of revising the estimates in order toincorporate the latest earnings

Sales in Japan and North America Decline

During the third quarter, Honda’s sales fell by 3% in Japan compared to last year’ssales In the first quarter of fiscal 2015, sales jumped by 44% helped by thefollowing two factors: 1) A number of people bought cars as they sought to beat anincrease in the sales tax to 8% from 5%, which came into effect on April 1; and 2)The introduction of new models and the launch of fully remodeled vehicles, the Fitand Vezel subcompacts, in the region The introduction of new models, like the N-WGN minicar and the Vezel subcompact, also contributed to the tremendous gain

In the final three quarters, however, the negative impact of the hike in sales tax wasexpected to come into effect as a sales tax hike should make people hesitant inpurchasing new cars Moreover, real wages in Japan have been falling over theprevious quarter and the negative impact of this trend might also have been felt inHonda’s sales

North America Sales Sluggish

North America is Honda’s biggest market and it accounts for more than 40% of theunit sales During the year, sales in the U.S for the Japanese automaker grew by

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7.6% In the first half of fiscal 2015, sales had fallen by 3% on a year-on-year basisfor the company, while it had guided for a 3% increase in overall unit sales for theyear Despite that, the company did not cut its guidance for North America for thefull year when it announced its earnings for the second half of fiscal 2015 Thecompany was banking on several strategies to lift its sales.

One of these strategies was the model refresh of the CR-V Previously, the CR-Vhas made up about one-fifth of the total car sales in the U.S Through November,Honda had sold about 302,000 CR-Vs, comprising 24% of its total sales in the U.S

In October and November, CR-V sales grew by 30% and 38%, compared withyear-ago levels Considering that the U.S auto industry sales are expected tosurpass 17 million units in 2015, and the SUV/compact crossover segment is stillgrowing, the CR-V sales momentum could continue well into the next year.However, the effect of increased revenues was offset by an increase in quality-related expenses In the first half of fiscal 2015, the company had to recall about 5million cars in the U.S and Japan due to faulty airbags provided by the TakataCorporation and had a hefty lawsuit filed against it by consumers in the U.S As aresult of the recalls, Honda’s priority has shifted from new model roll-outs to themanagement of recalled vehicles Hence, the lowered forecast for unit sales.Additionally, the handling of the faulty airbags situation by Takata was negativep.r., and Honda was made to look quite bad in comparison to the much swifterhandling of a similar airbag problem by U.S automaker General Motors

VI SALES STAFF RECRUITMENT:

Honda Company recruits personnel from two basic sources: the source of theenterprise and the source outside the enterprise

- Source within the enterprise, limited by the workers who are working in thebusiness but have the need to transfer to other jobs that businesses are inneed of recruitment

- Source outside the business: With famous brands around the world, eachprofessional labor school, as well as reasonable remuneration regimesHonda always has a great attraction to the labor market Working for Honda

is the dream of many people so the Honda company always finds quality

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human resources from outside The objects Honda Company can searchfrom outside

o Employee has been trained

o Employee has not been trained

o Unemployed

o Introduction by staff

o Self-applying for jobs

Honda recruitment process:

1 Application when there are new positions to recruit, Honda Vietnam willpost officially post on the website: https://honda.com.vn/tuyen-dung/

if you interested you can go to the website above to refer to the appropriatejob position and submit the CV according to the company's form How to apply: Apply in one of the following two ways:

o Method 1: Send the CV according to the model of Honda Vietnam tothe mailbox Recruitment@honda.com.vn

o Method 2: Press the "Application" button and attach the CV according

to the Honda Vietnam model in recruitment notices

2 Examination: Round of the candidate with standard documents at the request

of the job position will be invited to participate in the writing round viaemail and phone message The location of the writing exam is theheadquarters of the company, Vinh Phuc factory For candidates in Hanoi,the company will arrange a shuttle In the writing round, all candidates willhave to go through 2 tests: IQ and Foreign Language

WRITING TESTESTContents IQ English Japanese

(TOEIC) (Grammar)Time 30 minutes 120 minutes 50 minutes

*** with the English TOEIC test can be replaced with TOEIC certificates,IELTS, TOEFL IBT & Aptis are still valid and need to send the same

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