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Honda

Honda was established in 1948 in Japan by Soichiro Honda. It is now a multinational company headquartered in Tokyo. Honda started as a motorcycle manufacturer and became the world's largest by 1959. It expanded into automobile production in the 1960s in the US and other markets. Honda Vietnam was established in 1996 and has grown to be a leading vehicle manufacturer in Vietnam, producing motorcycles and cars. Today, Honda is one of the most popular global manufacturers, known for motorcycles, automobiles, power equipment and more.

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Lý Kim Xuân
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83 views5 pages

Honda

Honda was established in 1948 in Japan by Soichiro Honda. It is now a multinational company headquartered in Tokyo. Honda started as a motorcycle manufacturer and became the world's largest by 1959. It expanded into automobile production in the 1960s in the US and other markets. Honda Vietnam was established in 1996 and has grown to be a leading vehicle manufacturer in Vietnam, producing motorcycles and cars. Today, Honda is one of the most popular global manufacturers, known for motorcycles, automobiles, power equipment and more.

Uploaded by

Lý Kim Xuân
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Honda, whose full name is Honda Industrial Engineering Research

Limited Liability Company, also known as Honda Motor, was


established in Japan in 1948, founded by Honda Soichiro, is a
multinational company and has headquarters in Minato Tokyo. This is
the world's largest motorcycle manufacturer since 1959. In 1958, a
memorable milestone in Honda Motor's history when the first Super
Cup was born was also when Honda officially started its world
conquest. In 1959, the automobile was established in the US and then
entered the Taiwanese and European markets. The company started
producing cars in 1960 and Japan built the first car factory in the US.
Honda Vietnam Company was established in 1996, this is the leading
vehicle manufacturer in Vietnam with two main products: motorbikes
and cars. With more than 25 years of presence in Vietnam, Honda is
constantly developing to improve its position and reputation. Today,
Honda is one of the most popular car manufacturers in Vietnam and
around the world.
Besides the main products are automobiles and motorcycles,
Honda manufactures garden equipment marine engines, personal
watercraft, power generators, and other products. Honda has also been
involved with artificial intelligence/robotics and they have also
ventured into aerospace. Understanding that motorcycles are an
important and main means of transportation in Vietnam, so since
entering the Vietnamese market, the company has always tried its best
to provide customers with high-quality motorcycle products at a
reasonable price produced from eco-friendly factories. Before
entering the Vietnamese market, Honda created a buzz with the Cub
line, which is an advantage for Honda when it is known by everyone
before entering the market. After joining, Honda continued to affirm
its name with 2 models of "storming" cars in the Vietnamese market
in the late 90s and early 2000s. Those are two mid-range cars
"Dream" with the slogan the legendary "The power of dream" and the
"Future" car line. In Vietnam, motorbikes are not only a means of
transportation, but sometimes also act as a tool to earn a living, so
Honda's vehicle lines are also very diverse, suitable for many different
audiences: some famous motorbikes like SH mode, Wave Alpha, Air
Blade, Lead, and other well-known motorcycles.

In terms of market share, Honda Vietnam currently accounts for


about 4.7% of the automobile market share, while Honda motorcycles
account for 70% of the market share. According to statistics, out of a
total of 3.28 million motorbikes sold in Vietnam, there are 2.38
million Honda-branded vehicles.
Since its appearance in Vietnam, Honda's motorcycle market share
has always been at the top. In 2012, Honda Vietnam reported sales of
1.9 million vehicles. If only motorcycle companies have FDI capital,
Honda accounts for about 65% market share. Regarding coverage,
Honda currently has up to 640 authorized dealers (HEAD)
nationwide.Honda's motorcycle sales in fiscal year 2018 increased by
9% compared to fiscal year 2017, and the brand's market share
accounted for 72.5%. With nearly 2.4 million motorbikes sold,
Vietnam is one of Honda's three best growth markets globally.

To achieve the current success in the Vietnamese market, Honda has


effectively implemented Marketing strategies according to the
Marketing Mix model.
-Product diversification strategy: is an effective strategy to renew
itself, increase sales, expand market share, and improve
competitiveness. With the orientation of product diversification,
Honda Vietnam has many products. Motorcycle products suitable for
each age, gender, economic situation of each family….
-Marketing strategy of Honda on price (Price): Honda Vietnam's
pricing strategy mainly targets their target customers, which are the
middle-income class in society. This is the main customer face of the
company during the past years. However, Honda did not stop there,
they had high-class products imported from abroad to reach high-class
customers.
-Marketing strategy of Honda on distribution system (Place): Honda
has focused on building its distribution and sales bases in major city
centers and then gradually crept up to district and township facilities.
Honda has two main types of distribution channels.

+ Distribution of privileges: this is the method of distribution of high-


end product lines such as SH motorcycles, which are only distributed
at large Honda facilities managed by Honda. These large facilities are
concentrated in Ho Chi Minh City and Ha Noi. At its retailers, Honda
usually does not distribute sell.
+ Widely high-end products: this is how Honda does not have to
spend a lot of money to control the locations distributed
-Marketing strategy of Honda on promotion mix (Promotion): is to
take advantage of both communication channels to deploy advertising
campaigns and build promotions. Honda is a very strong brand in
advertising communication, with advertising campaigns ranging from
television to Outdoor advertising.

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