Ch. 7 - Business Marketing

In business marketing,Honda plays a big role in business marketing. Many businesses use Honda products to conduct their business as in transportation and reselling for profit. Types of business goods and services that Honda provide would be major equipment, accessory equipment and component part. An example of each would be jet planes, engines and generator that Honda manufactures would go under major equipment. Lawn mowers, tillers, trimmers and snow blowers would go under accessory equipment. Car parts such as engines, generators, doors etc. Are considered as component parts.


Dealer can buy cars for business use to make money out of them. Which makes Honda automobiles part of business marketing. Government can also use Honda's automobiles as a way of transportation. Taxi's companies can use Honda automobiles as transportation services.


Honda has joined together with other companies as in General Electric in their aerospace and aviation field. They both wish to develop engines and jet planes. This is an example of strategic alliance.

Ch. 8: Segmenting and Targeting Market

Honda has segmented its market in a way that is its accord and CV-V is for upper class, civic is for upper middle class and city is for middle class. Honda has always targeted upper class groups, upper middle class and middle class. Also been very successful in maintains its target markets and providing with the products of their needs.



According to an article in Indiandrives.com, shows a great example of segmenting and target markets. It states that Honda is planing to expand its network to small cities and towns. The Honda Brio is part of a clear strategy for Honda, they took extensive research of the Indian markets before marketing Honda Brio. They plan to market this product to typical Indian families. The car has room for 5 people and it meets the requirements by the government of India to qualify as a small car. Other Honda models as in city, accord, jazz, civic, and CRV are to be marketed in other small towns in the country side.

Ch. 11 - Developing and Managing Products

As we all know, every year car company's release new models of there cars. Their new product comes with more new features and looks then the previous year model. 
The new 2012 Honda Civic is the 9th generation of the Civic. The overall styling has develop some changes from the 8th generation. The lineup has grown to include 8 major trim levels including the return of a higher mileage HF sedan model. The exterior of the new model is kinda the same as the previous model, it has increased both passenger and cargo space. it uses the 1.81 4-cylinder engine and its fuel economy has improved. The Si model has switched to a new 2.41 4-cylinder engine that produces a little more horsepower. The Hybrid has a new 1.51 4-cylinder engine and lithium ion battery. 

What is Honda doing special for the Holiday Season?

Well, Honda isn't doing much for the Holiday Season. Basically since its the end of the year, Honda dealerships drops the price of the remaining 2011 models in order to bring in the new 2012 models. Almost every other car company does this.

Ch. 16- Integrated Marketing Communications

 Through the use of promotion marketers of Honda have ways to persuade customers to buy Honda's products. They hold a strong promotional strategy to give consumers reasonable prices for their cars. They also use strong competitive techniques to compete with other auto industries in the market. An example of promotional strategy is there advertising commercials in there end of the year sells. Promotional mixes are a combination of promotional tools including advertising, personal selling and sales promotion. Honda uses these mixes to achieve there goals. I say personal selling is a key aspect to there sells because a dealer must persuade and communicate to the customer to buy the car. As i said before advertising is very important to attract customer. Public relations shows Honda's image to what Honda's intentions towards customers. Sales promotion, as i said before, Honda has successful ways to sell there product by placing major discounts and big promotions to make there products affordable. Under publicity Honda is very well known through the media due to commercials and TV shows showing off Honda's product.

AIDA concept is a model outline that process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention, Interest, Desire, Action. Honda grabs there customers attention by showing of there products to the public by mass media. Interest, customers who are interested in driving a buying a car would choose Honda because Honda grabs attention from there customers to buying its product. Desire, the luxury of there affordable cars bring desire to the drivers. Action, the amount of customers buying their products tells that Honda's action to achieve it's goals was a success.  

Ch.10- Product Concepts

As a consumer product. Honda does a great job satisfying customers wants and need. i can consider Honda automobiles a shopping and specialty product. Cars aren't Honda's only product, Honda's product line consist of, Honda automobiles, Acura automobiles, Honda power sports, Honda Jet, Honda power equipment, Honda marine, and Honda engines. The product line depth of Honda's automobile are Fit, Civic, Insight, CR-V, and Obyssey. Each type of vehicle has different needs for customers worldwide. Honda's lineup varies by country and may feature vehicles exclusive to that region. Honda civic is a line of compact cars developed and manufactured by Honda. In the united states, civic is the 2nd longest continuously running nameplate from Japanese manufacture. Due to Honda's good quality and affordable vehicles, Honda has increased global production in Sept. 2008 to meet demands for small cars in the U.S and emerging markets. Honda produces Civic hybrids to compete with other car manufactures that are making hybrid cars. The brand name "Honda" is pretty known world wide.

Ch. 18 - Sales Promotion and Personal Selling

Good sales promotion and trade promotion strategies helps Honda increase its sales. Trade sales promotion helps manufacture gain new distributors for their products and supports consumer sales promotion. Honda annually sponsor dozens of auto shows for consumers. The show attracts millions of consumers, providing dealers with increased store traffic as well as good ideas to sell the product.

Honda offers many sales through out the year. Especially toward the end of the year while they promote specials on their products because they want to sell out the models of that years car to start bringing in the new models for the following year. That is know as the End of the year clearance sale, that is a way to get customers that aren't wiling to pay full price for a brand new car.

Honda's website provide us with its promotion sales. They offer cars with low APR rates. If your leasing a car, they offer you $0 for the first months. Leasing is an example of personal selling.

CH. 17 - Advertising and Public Relation

Honda is very concern with its advertisements. Honda's "The Cog" commercial launched in 2003 to promote the 7th generation of Accord is a very famous commercial showing all the Accord's part and how they work together. Honda is very successful in advertising in magazines, movies, television, and billboards almost all around the world. They put a lot of effort to the advertisement campaign like what they did to the "The Cog" and other commercials.



 "Our commitment is more for the long term," says Barbara Ponce, manager-corporate advertising at Honda. Her job is to communicate Honda's corporate philosophy for its cars, motorcycles and power equipment. Recently they've been focusing on there advertisement on how their cars are good for the environment.

Ch. 15 - Retailing

 Before going in to my local Honda dealership which is called Paragon Honda located in Woodside, Queens. I went to their website before going into the place to see what was going to be expected when i go in. The website is very well advertised and well detailed and explained. They had the listing of all there cars and its information. If you wanted to set an appointment with an dealer, they let you schedule an appointment. They have information on how to finance a car. Also had very good deals to offer to there customers. Also they had there own youtube videos on the site showing and describing their recent new cars. If you speak Spanish, they have a Spanish version of the site which is really helpful cause the area is very populated with Hispanics. As i looked in at youtube, two radio station had advertised Paragon Honda through the radio and on youtube. 

I knew someone who had purchased a car recently and they said they got a pretty good deal on cars at Paragon Honda. He told me it was a good place to start looking for a car and to shop around since they have both new and used cars. So on Saturday i went around 2 in the afternoon with a friend to check out the place. First, let me start by saying I do not like when people try to convince me to buy things, I don't like sales pressure, I don't like being influenced to buy something and i hate. I just like to shop around alone so that I can make the decision on my own without someone sitting on my shoulders annoying me. I did not get that pressured feeling here. The atmosphere was pretty inviting, they let me do my own thing when I asked them to, and they were very helpful in answering my questions when I wanted help. When I asked them to wait a minute to think so that I can make a decision, they were respectful and courteous and let me walk around on my own. They had a pretty nice variety of cars available to look at. Saw this 2010 Honda Civic that caught my attention, they asked me if i wanted to test drive it but i still don't have my driving licence. In the end, for my first car, i would be more then happy to buy my first car at Paragon Honda.

Ch. 6- Consumer Decision Making

Honda shows all customers wants and needs when it comes to decision making. Honda provides an outstanding team of sales associates and customer service advisers so that it's customers can have all the support they need.Today's automobile market, customers are aware and interested in the cars safety features and its fuel consumption.Implying these important features in today's market are valuable to the company's consumers and future consumers. Honda also has and host many events, where they have any possible future customers and their own customers try out new vehicles that haven't come out so that they can run a test drive or check out the car inside out. An example of this event are the Auto Shows hosted every year in New York. Personally I've been to those shows and i see its a good way to attract customers. They also show all of the safety features in their products in order to make sure that the customers are safe while driving. Honda is known to be in the top rated safety award for over the years.Being that Honda's vehicles are priced at a very economical price, Honda is known best when it comes to consumers decision making.

Ch. 5: Developing a Global Vision

 Honda's global plan is to further expand to various places around the world, for example, Europe, The Middle East, and Africa. Honda is putting effort to meet needs that vary by product category and country. Honda has various ways on how they target their global market. Many European automobiles markets, they are demanding to launch Honda's new hybrid models. In the Middle East and African markets, where the SUV models are highly used and popular, Honda has launched the Accord cross-tour to prepare the new CUV (cross-over Utility vehicle) category. In the power production business, Honda is expanding its sales network on lawnmowers and power generations, which is very useful and causes high environmental performance. by providing products to its demand and characteristics for each region, Honda is continually strengthening its business world wide.

Ch. 4 : The Marketing Environment

 Honda has an impact on almost any age, any culture, a lot of locations, different types of environments and any lifestyles. Today's economy, people find it hard to save up and buy a car. People need cars for work, transportation and for family purpose. Well Honda offers low prices on their cars and also good deals with low apr rates to finance a car. Honda targets any customer of any age. for an example a 16-25 year old may want a sporty car like a civic or an accord. if you're a parent and have a big family, they might consider a minivan or a SUV. For working purposes, people with farms or were they need to transport goods to places they would want to consider SUVs or pick up trucks. Environment wise, people who are going green would want to consider Honda's new hybrid cars. Location is a big factor for Honda's market, Honda is expanding to small towns and villages for people who have to transport them selfs to big citys or one place to another.

Ch.3-Ethics and Social Responsibility

 Through out the tears, Honda has been taking their obligations to society serious in order to do the right things for customers, suppliers, associates and communities. They have ethic programs to prevent and find out  any violations of the law and business ethics. Society is a big factor to the company. They rely on what customers and society have to talk or judge about how they run there business.
 As global climate changes, Honda is taking global warming more serious. They are trying to become the worlds leader in environmental and energy technologies in its product development, production and its activities. They are committing themselves to make products that will produce low CO2 emissions, exhaust emissions and less noise.
 The new Honda Civic Hybrid is a environmental friendly car. this car has many valuable advantages such as battery capacity, improvement on performance regenerative breaking system. Also it gives a bigger and more comfortable place for all passengers and drivers. This car is very fuel efficient, energy saver and has a standard CVT transmission.

Ch. 2 : Strategic Planning for Competitive Advantage

The best thing i admire most about Honda is how they are very competitive with other automobile companies. Since the 1980's, they've been making their products better, building up on their design skills, showed their ability to experiment and learn quickly from mistakes and to go over design problems as soon as possible and also to discover opportunities. Honda is dedicated to being the low price producer, they use their dominant market position in japan to force themselves into the U.S market and also using it's comparative advantages by comparing prices and good advertising skills.

Honda is very dedicated to environmental awareness, told by Honda's CEO Takanobu Ito. He announces a 10 year strategy plan that contains the downsize of engines and the use of electrical car and eco technology that will control Honda's future. Honda is set to launch new diesel engines in Europe by 2012. Ito announced that Honda will come out with more hybrid models to produce smaller cars. The next generation of civic hybrid will be out by 2012. Civic Hybrids will be powered by advanced lithium ion batteries also for improved performance and decrease emissions. Honda also confirmed that it's continuing to work on electric cars which is scheduled to go  on sale in the U.S and Japan by 2012. Honda's plans shows efforts to move over and work with other regions around the world like Thailand and other Asian countries.

^^ video of an brilliant commercial from Honda

Mission Statement

"Maintain a global viewpoint, we are dedicated to supplying products of the  highest quality, yet at a reasonable price for worldwide customer satisfaction."

Brief History of Honda

 Honda is well known worldwide due to it's various models of cars, motorcycle, power equipment, marine engines and automobile engines. Honda is now the six largest auto manufacture in the world. Honda is known to be of one of the worlds biggest motorcycle and engines making company since 1959. Within 5 years, it became the largest motorcycle distributors in  the market at that time.

 October 1949, Honda's founder Soichir Honda established a research institute in Hamamatsu, Japan. He there developed and produced small 2-cycle motorbikes engines. Later on, in 1948, Honda Motor Company was created. Then in 1959, Honda established its first store front in Los Angeles. By 1962, Honda moved into the truck and automobile sales. By then they controlled 65% of Japanese motorcycle market. During the 60's, America opened doors for Honda to manufacture motorcycles for millions of Americans.