Maketing Honda In Europe giới thiệu sơ lược về lịch sử hình thành và phát triển cửa Honda

Maketing Honda In Europe giới thiệu sơ lược về lịch sử hình thành và phát triển cửa HondaMaketing Honda In Europe giới thiệu sơ lược về lịch sử hình thành và phát triển cửa Honda, một số lý do cho doanh Maketing Honda In Europe giới thiệu sơ lược về lịch sử hình thành và phát triển cửa Honda, một số lý do cho doanh Maketing Honda In Europe giới thiệu sơ lược về lịch sử hình thành và phát triển cửa Honda, một số lý do cho doanh

James Sam Is u1 02 82 23 M Anna Isu0382125M B oup Gr Isu10382129M Case study: Honda in Europe Intr n ctio odu Hon Hon ny mpa o c da ope Eur n i da ion uss Dic Introduction * Honda In 1946 Souichiro Honda founded the Honda Technology Institute • The company started as a motorcycle producer and by the 1950s had become extremely successful in Japan • In the early 1960s, the company commenced automobile manufacturing and participated in Formula-1 racing (F-1) to assist its technology development • In the fiscal year 2008, 83% of Honda’s revenues came from its automobile sector, as outlined in the table below HONDA’S BUSINNESS PRTFOLIO (IN MILLION YEN) • Motor Cycle 1.558.696 Automobile 9.489.391 Others 421.194 TOTAL 11.469.281 Honda currently has 25 separate factories in the world, and its operations cover automobiles, motorcycles, financial services, power products and power tools The world’s top Automobile makers in sales in the first half of 2008 Ranking Name Sales (In million Units) Toyota 4.0818 General Motors 4.540 Volkswagen 3.266 Ford 3.217 Hyundai 2.187 Honda 2.022 Nissan 2.014 PSA Peugeot Citroen 1.697 Rennault 1.326 10 Suzuki 1.283 Honda in europe Overview of Honda in Europe Honda’s European marketing Product Price Distribution Promotion European Sales European Culture Possible Entry Wedge Honda in europe Overview of Honda in Europe • Currently Honda has five global operations : North America, South America, Japan, Asia-Oceania and Europe The European operation covers Europe, the Middle East, and Africa • Honda entered the European market in 1961 as a motorcycle manufacturer, with its automobile operations following several years later EUROPEAN CULTURE Honda’s relatively poor showing in Europe by a few reasons: *The company failed to truly understand the culture of Europe * The company treated Europe as one giant single market CULTURE High-context culture: *The interpretation of messages depends on contextual cues like gender, age, and balance of power, and not on physical written text *Things may be understood, rather than said *Include those of China, Japan, Italy, France, Spain, and Latin America Low-context culture: a distinctive written text or spoken words *Interest others to say what they mean and what they say *Expect less emphasis on contextual cues *Far Include those of United States, the Scandinavian nations, *and Germany CULTURAL CONTEXT Successful advertising in low-context cultures differs from that in highcontext cultures: *An advertisement for a high-context culture is based on an implicit style *The advertisement for a low-context culture includes the actual product, together with a large amount of information  It is therefore unlikely that an advertisement/promotion campaign created for a high-context culture will be effective in a low-context culture country and vice versa   a high-context culture *France and Italy France Italy _ where style and image are of the utmost _ where a great deal of emphasis is placed on importance feeling and style   People feel quality of _ have a bias toward the style and image of a _ be reflected in their daily lifestyle, which gives a a product product sense of romance to the people living there The image of Japanese _ is relatively poor, small _ small cars _ low-quality product _ low-quality vehicles, _ suitable only for a second car _ Suitable only as a second family car Renault or Peugeot Fiat _ risk-averse people _ risk-averse people _ are very patriotic _ are very patriotic _ love to drive diesel automobiles _are not adventurous in The most popular automobile People sampling products outside of Europe _ love to drive diesel automobiles Diesel cars account for 30 to 50 per-cent of vehicles in France, Italy, and Germany • • Diesel cars: are hugely popular because of the high gasoline prices in those countries Diesel engine cars: are cheaper to maintain in the long run, compared to gasoline engine cars at the luxury end BMW, Mercedes, and Audi are very *Particularly popular for the very rich, as are Ferrari, Lamborghini, and Porsche is difficult for Japanese cars to enter the European market, especially *atIt the higher end The only Japanese cars that are selling reasonably well are Toyota’s Yaris, Nissan’s Micra, and Jazz from Honda All three models compete in the 1.4 liter and under segment * A large number of European cars compete in Europe:   Germany Cultural context The number The United Kingdom Low- context culture Moderately high-context culture The second highest sales volume The highest sales volume sold People feel quality of a product are concerned with every detail regarding a _ the manufacturing plant is located in the UK helps in product _wish to know all relevant the promotion of the cars information before making a purchase *Germany and The United The image of Japanese _ the new products are worth to try with their cars   People   information automobiles on the internet _ The construction of a second assembly plant should also help Honda’s position in the UK Kingdom _The Germans’ greater willingness to take _are more individualistic and less risk averse than the risks and to purchase new products French and Italians  The company needs to use its marketing to promote quality because competitors such as Mercedes (under DaimlerChrysler) Audi, Volvo, Jaguar (under Ford), and Volkswagen, to name a few, are seen as high-quality carmakers POSSIBLE ENTRY WEDGE *A possible entry wedge exists in Europe that could help Honda recover some of its lost ground *In 2001, Honda’s Insight produced the lowest levels of CO2 emission of any car in Europe The following table shows the five cars with the lowest CO2 emission *The ranking is an excellent opportunity for Honda: *_ to promote its cars in Europe *_ Honda is introducing the Civic Hybrid in 2003 THE ISSUE _Honda is currently at the crossroads of its European expansion in the automobile market _ It has been successful in managing to market essentially the same cars in many parts of the world Does adapting the promotion of its motor vehicles to suit each country’s culture make sense for Honda? Is it wise for Honda to market its products the same in every country? Is pricing its vehicles similar to the competition, a good strategy for Honda? Should Honda change its product mix from country to country? Is distributing its motor vehicles together with its motorcycles a good strategy for Honda? Is the European market too competitive for Honda? ... Suzuki 1.283 Honda in europe Overview of Honda in Europe ? ?Honda? ??s European marketing Product Price Distribution Promotion European Sales European Culture Possible Entry Wedge Honda in europe Overview... Isu10382129M Case study: Honda in Europe Intr n ctio odu Hon Hon ny mpa o c da ope Eur n i da ion uss Dic Introduction * Honda In 1946 Souichiro Honda founded the Honda Technology Institute • The company... *The ranking is an excellent opportunity for Honda: *_ to promote its cars in Europe *_ Honda is introducing the Civic Hybrid in 2003 THE ISSUE _Honda is currently at the crossroads of its European