Phân tích SWOT và yếu tố sản phẩm của công ty honda việt nam trong lĩnh vực xe máy e

PHÂN TÍCH SWOT VÀ YẾU TỐ SẢN PHẨM CỦA CƠNG TY HONDA VIỆT NAM TRONG LĨNH VỰC XE MÁY SWOT ANALYSIS AND PRODUCT STRATEGIES OF HONDA IN THE FIELDS OF MOTORBIKE Table of contents Pages Preamble An overview of Honda Vietnam 1.1 The process of formation and development 1.2 The products of Honda motorcycles Vietnam .4 SWOT Analysis of Honda Vietnam 2.1 Strengths .5 2.2 Weaknesses 2.3 Opportunities 2.4 Challenges 10 Product strategies of Honda Vietnam Co., 12 3.1 Product .12 3.2 Positioning 12 3.3 Product Development 14 3.4 Product Life Cycle 14 References 15 Preamble Marketing is the process of working with market including understanding who are customers, what they need, want and how to meet their needs while making profits Customers are vital factors to a business If you not meet what customers need with affordable prices, they will buy other businesses instead of buying our own The business will quickly fail On the other hand, if we meet the needs of customers, they will come back to purchase our products This leads to increase sales and profits To this, businesses need to have specific and effective marketing strategies deployed around the Ps: products, prices, promotion and distribution Most enterprises have implemented a marketing strategy, however not all of the businesses will perform well and achieve high effectiveness Honda automobile manufacturer is the 6th largest world producer and the world's largest engine producer with over 14 million engines annually Honda is also the second automobile manufacturer in Japan, after Toyota However, we can see the foundation of success in Vietnam is Honda motorcycle field It is my pleasure to analyse SWOT and Honda products in Vietnam in the motorcycle field An overview of Honda Vietnam 1.1 The process of formation and development: - Honda Vietnam Company has offices and factories located in Me Linh - Vinh Phuc, a joint-venture company among: • Honda Motor Company (Japan - 42%) • Asian Honda Motor Co (Thailand - 28%) • Vietnam Dynamics Machinery and Farm Machinery Corporation - 30% - Investment License: 1521/GP March 22, 1996: motocycle production and assembly By March 15, 2005, Honda Vietnam Company received the investment license to adjust the 1521 / GPDC because of adding auto production and assembly to their field Personal Assignment - Marketing Management Page - Running Capital: $ 62,900,000 (the Investment License) - Investment Capital: $ 290,427,084 - Employment: 4,369 people (at the end of June 2007) In March 1998, Honda Vietnam launched the first factory in Vinh Phuc In August 2008, the second motorcycle factory specializing in producing scooters and number-motorcycles with a capacity of 500,000 vehicles / year was lauched in Vietnam And on 7/25/2011, a joint venture of Japan announced its plans to expand production to 2.5 million vehicles annually by building additional third plant, located in Hanam Province The new plant has a total investment of $ 120 million with estimated capacity of 500,000 vehicles per year, located in a province about 40 km from Hanoi to the south The major product line of scooters will operate in the second half of 2012 The expansion of the second factory in Vinh Phuc raises production of Honda Vietnam to million vehicles Third plant helps increase output by 25% Motorcycle sales of 2010 in Vietnam reached to nearly 2.7 million vehicles If the growth rate commensurates with the expansion rate of Honda in 2013 reaches nearly 3.4 million products 1.2 The products of Honda motorcycles in Vietnam Honda Vietnam Company currently occupies the leading position of Vietnam's motorcycle market Since its establishment the company has constantly improved and brought to market cars to meet needs, elastic trends and tastes of traveling in Vietnamese market Some vehicles typically used by consumers are Super Dream, Super Dream Plus, Wave Alpha, Wave S, Wave RS, RSX Wave, Wave RSV The first generation of FUTURE motorcyle line made in 1999 has gone through generations FUTURE, FUTURE II, FUTURE NEO and FUTURE X is directed to the strong style for men Targeting the high quality scooter market, Honda made many scooter models which are beautiful, fashionable with high technology and good features to meet the needs of Vietnamese youth- modern and highincome clas They are designed elegantly and modern following international trend for Personal Assignment - Marketing Management Page scooter line High quality scooters are SH, SHi, PSI, PCX, CLICK, LEAD, SCR 150cc, AIR-BLADE, VISION, EXCEED SWOT Analysis of Honda Vietnam 2.1 Strengths: Honda Vietnam has always been the leading enterprise in motor manufacturing industry Honda's market share also increased, reaching about 64% in 2010 a Consumers’ love and trust Referring to Honda Vietnam, consumers would have thought the message "I love Vietnam" The message is as a confirmation of customer-oriented policies of the company The company contributes positively to the overall development of society in various fields such as contributing to the state budget, propagation of traffic safety and safe driving, supporting the development education, culture, art Honda Vietnam has been honored by the Committee for Traffic Safety awarded the National Merit "There are tremendous achievements in traffic safety." Corporate’s culture is considered a key survival of the company and contributes to building the company's image Considering the culture of the company, first of all, it comes to the business philosophy of the company Honda Vietnam is based on two beliefs: respect for people and joy b The company’s highly qualified technicians The Company is also paying special attention to training and developing human resources with regular courses in the company and training courses abroad As operators develop a new motorcycle, Honda always believes in conscious young researchers Although tested separately if only on a technical level, technical skill, the perennial class would be better, but they easily go on the trail of the previous studies, not adapt to the change in time of the market c Quality of the products Company's products, from first-appeared motorcycles, it leaves the deep impression of a good quality product, durable and especially suitable to the terrain of Vietnam and the Vietnamese physical health d Proper pricing strategy Personal Assignment - Marketing Management Page Honda's success in capturing market based not only on design and quality of their products, but an equally important factor, pricing techniques Honda products are always priced to match up their clients, from the popular products to meet essential travel needs to the high quality products can be very expensive to satisfy demand application, showing the user's position Considering the current market, Sh is the most expensive The remaining product lines provided by Honda Vietnam is the most popular products in accordance with the needs and the solvency of the majority of the people of Vietnam e Good infrastructure To meet consumers’ needs of motorcycles, the company has continued to invest in building infrastructure f Distribution of Honda system throughout the country and its attention always paid to environmental protection Honda Vietnam Company distributes products through a system of motorcycle shops and services commissioned by Honda (referred to as HEAD) The HEAD were conducted using a vacuum exhaust emissions from motorcycles, waste oil recovery system when carrying out repair and classified as household waste, industrial waste, oil or other oils g A further advantage of Honda Vietnam is about service quality The company is towards to customer service goals Research efforts constantly making new products with the quality - safe and reasonable prices, Honda Vietnam is trying hard to bring the highest satisfaction to customers through sales and after-sales services Every month, Honda Vietnam Company merges with HEAD store holding promotions for customer service in the remote, without access to services to HEAD Honda Vietnam gives "the province” care service to customers Accordingly, the customer will be checked by free vehicle diagnostic system used exclusively by Honda (HDS) and periodic maintenance levels equivalent to 5000, 10,000 and 20,000 km performance, minor repairs and parts Personal Assignment - Marketing Management Page replacement genuine cost unchanged in comparision with customers’ bringing to the Honda Dealer 2.2 Weaknesses Recently, consumers are extremely indignant about the "price disturbances" of the company's products Most recently was the "price disturbances" of PCX As suggested price at Honda Vietnam, PCX is 49,990,000 vnd But the price of this on the market is 60 to 68 million vnd After this, the image of Honda Vietnam has so many bad impressions Many people have decided to go back to the company Many potential customers also abandoned the idea of using the product of Honda Vietnam According to Honda, the price disturbances will bring a large profit for Honda but that's just immediate profits, but in the long run, it greatly affects the image of Honda in the eyes of consumers, as loss of future customers Price disturbances are not only in this occasion but consumers can relate to many previous disorders of the price of Honda Vietnam Since Honda Vietnam was established, every new product of the Honda launched has the price disturbances occurred In 1999, the Future sample introduction, and then followed by a spacy, Click and especially Air Blade Air Blade has appeared on the market since April 2007 It has been so care so far Honda Vietnam has no control over the product, does not pay attention to their customers as well as management or may be the HEAD of their mandate Taking advantage of the loose on the management of vehicles, racing to put up prices HEAD forces guests to "shock" because the growth rate On the client side, by popular reputation to affirm every class they should accept the high price Thus, the "price disturbances" are the fault of Honda Vietnam, due to the HEAD section, and also partly due to customers’ error Thus, the "price disturbances" are the fault of Honda Vietnam, due to the HEAD section, and also partly due to customer error However, Honda has no control over the product; not pay attention to their customers as well as management of the HEAD of their mandate The "price disturbances" clearly shows the weaknesses of the company: - Low sales thought and customers’ service Personal Assignment - Marketing Management Page - No attention to the tastes of the customers - Poor control the retail distribution system - No control over production costs Honda has not controlled over the production process, it therefore has the products which are firstly launched recollected due to producing fault This causes confusion for consumers Most recently, Honda had to recollect 2154 LEAD due to fault in fuel tank In spite of free-of-charge recollection and repair to customers, this has negatively affected the reputation of the company and shaked the confidence of customers 2.3 Opportunities a The large market and many potential market segments First, it is a customer factor According to Honda Vietnam, the motorcycle market in Vietnam is growing, in 2009 reached 2.26 million vehicles, rising 20% compared to 2008 and became the largest motorcycle market in the 4th World after China, India, and Indonesia Especially, the scooter market has seen significant growth, reaching 750,000 units (up 70% compared with 2008) - the number calculated by the actual output of the four manufacturing companies in Vietnam, without refering to the import advanced Scooters Realizing the need of this, the company plans to build more factories The second is labor Cheap source of labor has always been attractive to any business in Vietnam People of working age account for a large proportion of 60% help expand opportunities for human resources in the search business The third is to open up a new business development Deep analysis of specific population indicators such as gender, age, income will be the business segment that needs attention Each segment should have different impacts on product, marketing, advertising percentage of the population from 15-35 accounting for 60%, shows a young and dynamic market, adapting quickly to new products Target audience is the right product for the young, reflecting the dynamism and personality For motorcycles, sports design, eye-catching design, youthful color, speed is directed to this object As in 2010, Honda Vietnam officially introduced to the market CLICK PLAY with design and color extremely youthful and vibrant for young people ages 18 to 22 Personal Assignment - Marketing Management Page A notable figure in Vietnam at present, male and female ratio was 98.1 males per 100 females (2009) Females also a potential market segment of the business Honda Vietnam also pays attention to this subject and offers some motorcyles for women, such as Lead, Vision, Click Under the approval decision: "Planning for development of Vietnam's motorcycle industry," of the Minister of Industry and Commerce: - By 2015, circulation of motorcycles in the country will be about 31 million vehicles, the average annual increase in this period to about million units / year; - By 2020, the total number of motorcycles in the country will reach about 33 million, average annual growth 2016-2020 of 1.8 million units / year b The increase in demand for using motorcycles The more society grows; the more it requires any work to be done quickly and efficiently The more science and technology develop, the more its application to enhance work efficiency is like transfering a document from this place to another Travel needs of human beings from that increase In Vietnam today, motorcycles are considered the most commonly used and popular, as well as most convenient means of transport People’s demand for motorcycles is higher and higher Not just for travel demand, motorcycles also shows personality, class of motorcycle users c Vietnamese economy is growing Vietnam has a relatively high GDP growth and stability in recent years, GDP per capita also increased continuously Thus the purchasing power will increase and create business opportunities for market expansion d People’s average income is at a relative level Income per capita in Vietnam grew from 835 USD in 2007 to 960 USD in 2008 (reaching more than 90% higher than planned) and reached $ 1,100 in 2009 However, the rate of inequality is a fact exists in Vietnam today The gap between income levels of the labor group is increasingly clear different, especially in large cities Thus, if a business does not pay attention to these demographic targets the business itself has lost its chance to develop Due to the gap between the rich and the poor is so vast, the company wants to attract more customers must pay special attention to prices of the products At Honda Vietnam, motorcycle product lines such as SH with high prices of Personal Assignment - Marketing Management Page over 100 million vnd is for people with high incomes Wave from 10 - 20 million vnd is just for those who have low income and motorcycles used mainly to serve for their work The mid-range product line as the Future, Click, Air Blade are for those with average incomes e Vietnam promotes international cooperation Viet Nam joining the WTO has opened up new opportunities for investors to approach the international market, obtain equal legal status in commercial disputes, open service region of Vietnam, particularly banking field, retail trade, commitments on TRIMS, bringing national treatment regime for companies with foreign investment capital, to remove the export requirements, domestic content, the problem transparency and ventilation At the same time, it is an opportunity to be exposed to more favorable science and technology Vietnam joined the WTO; international cooperation is pushed up as well as an opportunity to catch the big investment and profitable economic contracts 2.4 Challenges a The challenge firstly caused by the company’s competitors Currently on Vietnam's motorcycle market, there are suppliers such as Honda Vietnam, Yamaha Vietnam, Suzuki, SYM In particular, Honda Vietnam accounted for about 64% market share, Yamaha accounts for about 25%, the remaining approximately 11% market share belongs to the other distributors In spite of far less market share, Yamaha motorcycles are the market challenges Honda Vietnam is outstanding with reliable Yamaha Vietnam winning the youth admiration The competition is really high Besides these two direct competitors Yamaha and Honda, this segment also has the participation of the ventures as Suzuki, SYM, the domestic unit and a new factor the Piaggio Despite the modest investment of $ 15 million into the factory with an area of ha, Piaggio is still a formidable opponent With main products - Vespa, Piaggio was the first assembly of high-end scooter in Vietnam, creating advantages in price and warranty system before the import models of Honda and Yamaha It can not be a balanced competitor of the two joint ventures; however, the Piaggio is in plans to Personal Assignment - Marketing Management Page increase global production It is possible in the future, the plant in Vietnam is a transit point to other countries and then, Piaggio will become a significant force  Direct Competitors Automakers: YAMAHA, SYM YAMAHA which is Honda's most powerful opponent in every segment that is geared toward companies If Honda is a new model immediately YAMAHA will also launch soon a strategic vehicle to not lose market share Particularly SYM are competitors on the manufacturing sector Scooter with cars Atila outstanding HONDA Product: - Quality - Designs Price Distribution Channel Promotion - Promotion - Advertising YAMAHA SYM Durability, Fuel economizing Simple and sporty style Average High Aporty Small Average From 14 to 30 million HEAD Authorized dealers nationwide Average From 16 to 30 million The Yamaha dealers nationwide High From 16 to 40 million The SYM dealers nationwide Offering free oil when buying motorcycles Offering free oil when buying motorcycles Offering free oil when buying motorcycles Financing the program “daystar rendezvous” Holding the contest “safty driving” Staff drive to the main road in the big city when launching a new product Event “10 years of SYM”  Potential competitors: Manufacturers from China, Europe and domestic assemblers b Consumers tend to choose more and more products The company gained market share partly by reputation, many consumers buy products just because Honda's long-standing reputation These consumer trends are not sustainable because customers’ tastes change over time and are affected by many factors c International economic integration International economic integration brings Honda Vietnam the hidden opportunities and challenges Market opening welcomes foreign investment But Vietnamese enterprises are at risk of strong competition by foreign products China's motorcycles are rushing into Vietnam with very cheap price with emphasis on low-income customers large proportion of the population 10 million can buy nearly three Chinese motorcycles Personal Assignment - Marketing Management Page 10 To regain, Honda Vietnam immediately launched the Wave α for just over 10 million This price is suitable with Vietnamese people because it deserves by quality of product Product strategy of Honda Vietnam Company 3.1 Products Diversifying the products is a useful strategy to refresh themselves, increase sales, expand market share, and improve competitiveness With diversification of products, Honda Vietnam has a lot of motor products suitable for each age group, gender, economic situation of each family Depending on the needs each one will select a product which is suitable to him Each vehicle has multiple colors; the color represents the identity of the rider So Honda products are preferred by people By the direction of diversification, when a person intends to buy a motor, he or she will think of Honda one So it is easy to choose one suitable with him or her 3.2 Product positioning 3.2.1 Brand of the products  Name: HONDA - both powerful and distinctive The font is designed in red capital letters represents the strength and creativity  Basic Features: motorcycle  Logo: Look at this logo everyone knows this is the logo of the motor manufacturer - Honda Vietnam The Logo with a familiar bird has left a very deep impression in the minds of Vietnamese  Slogan: The Company uses the slogan "The Power of Dream" expresses the criteria that companies want to bring to consumers Honda Vietnam is to bring to every Vietnamese more safety and happiness in life In addition, when launching a new product, Honda Vietname gives it a very meaningful name Some typical products are called:  Air Blade "cutting wind" - When hearing this name, consumers will think immediately of its style- Sporty and powerful  CLICK: the name tells everything A small motor, bring the motor to go as smooth as its name Personal Assignment - Marketing Management Page 11  Future: The Meaning of the name of this product is for future products A product with many features superior to other products 3.2.2 Positioning based on product characteristics Products and after-sales service of Honda Vietnam are always voted high quality Vietnamese products over the years It is awarded the Golden Dragon Award by the Ministry of Planning and Investment and Economic Times in years continually The company was also awarded the Certificate of Merit from the Ministry of Industry, Ministry of Planning and Investment, Ministry of Commerce Each motor has Honda Vietnam's separate specifications and features And each one has many different colors to choose Research the needs of the customers, the company has rolled out new vehicles in accordance with consumers’ expectations These prominent features each vehicle has are only in Honda Vietnam It can be said that the separate functions of this make consumers think of Honda 3.2.3 Services in support of Honda Vietnam to enhance the value of products: Currently HEAD strives to bring customers high quality products, attentive sales service and enthusiastic and thorough staff, fully meet the standards of Honda Vietnam as well as global  The warranty and maintenance:  Honda Vietnam Company applies the new warranty - years or 20,000 km for the cluster engine, year or 12,000 for other details Along with the extended warranty period, the number of periodic testing also increased from times to times  Each motor dealer and service commissioned by Honda (HEAD) nationwide is a service center and maintenance for the products to the standards of Honda with modern equipment and technical staff members are formal training and experience This is the technical agent for customers, to provide consultancy to edit and handle complex situations to customers  Moreover, the company provides mobile services to the local stores which not have HEAD  The company also has "mobile services" - fun for customers Personal Assignment - Marketing Management Page 12  Regarding spare parts: Honda Vietnam has set up service stations, repair and supply genuine parts for the company’s products When problems occur, consumers of Honda Vietnam have the warranty, maintenance; Honda Vietnam has the genuine parts for replacement 3.3 Development of new products: The newer the motor model is, the higher the customers’ satisfaction index is Therefore that the manufacturers release new models to market on time is critical Competitive situation on the market motorcycle and tougher customers’ needs with changing demands and increasingly strict selection asks for company’s creation and new-product exploration to survive and develop 3.4 Product life cycle: Introducing new products to market successfully does not guarantee long-term ability of the business Honda Vietnam therfore has made adjustments in marketing strategy by changing market conditions (competition, market demand, the adaptability of the product to the needs) Honda Vietnam understands each company's products at any stage of product life cycle References Lecture of Marketing Management - Dr Ho Tri Dung Marketing Curriculum - Hanoi National Economics University www.honda.com.vn www.yamaha-motor.com.vn www.suzuki.com.vn Personal Assignment - Marketing Management Page 13 www.vi.wikipedia.org www.dantri.com.vn www.autonet.com.vn Personal Assignment - Marketing Management Page 14 ... consumers of Honda Vietnam have the warranty, maintenance; Honda Vietnam has the genuine parts for replacement 3.3 Development of new products: The newer the motor model is, the higher the customers’... culture, art Honda Vietnam has been honored by the Committee for Traffic Safety awarded the National Merit "There are tremendous achievements in traffic safety." Corporate’s culture is considered... on the needs each one will select a product which is suitable to him Each vehicle has multiple colors; the color represents the identity of the rider So Honda products are preferred by people By