HONDA, Cairo Translation Center

7/31/2019 HONDA, Cairo Translation Center

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Amr Basha

General Manager of Cairo Translation Center

Egypt : 01099410250

Kuwait : 0096560099796

HONDA

Prepared by

Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796

Vision

Focusing on satisfaction (customers, associates and shareholders)

with Challenging spirit and flexibility, we are dedicated to supplying

latest generation cars with advanced technology, greater fuel efficiency

and competitive prices, along with Friendly and efficient after sales back

up, maintaining "quality as core of all activities.

Mission Statement :

The mission Statement of Honda is to try to maintain a global point of

view, with the dedication to supply the highest quality products at a

reasonable price for worldwide customer satisfaction. Moreover, taking

new challenges with the pursuit of initiative, technology and quality,

Honda is pursuing their 2010 vision : Striving to be a company society

which wants to exist by means of creating new value, globalization and

also commitment for the future.

Business Market :

The unit automobile sales of Honda has outpaced that of the previous

fiscal year as reported by CEO of the company in 2011. This overall

increase happens in spite of the declines in Japan and Europe due to the

growth in unit sales in North America as well as Asia.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796

The reactionary decline in demand in the latter half of the fiscal year that

follows the termination of the government subsidies has resulted in the

increasing toughness of the operating conditions. For example, new

models were presented in order to boost sales and this includes the Fit

Hybrid, however, due to the deteriorating and shrinking demand which

also accompanied the negative consequences of the Great Japan

Earthquake as well as other factors, unit sales have decreased.

Also, in Europe despite the access of the CR-Z as a new market entrant as

well as other measures that were taken, the sales also remained stagnant

there because of terminating sales support policies in some countries in

the region, weakness in consumer spending trends as well as more rough

competition. However, in North America, on the other hand, the company

has achieved moderate recovery in the sales of the USA and also sales of

the new model Odyssey. Furthermore, in Asia, demand was growing

significantly in China and the sales of CR-V exhibited great expansion.

Moreover, sales have significantly grown in Thailand, Indonesia as well

as in amid favorable economic trends.

Current Condition :

Recently, Honda has been subject to a period of major changes in its

business conditions. There are some basic factors which are responsible


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796

for effecting that change. The first and most important factor of that is the

increased awareness on a global scale of some important issues that have

close association and consideration also for the environment as well as the

economic growth in the emerging market nations and this has brought

about many structural changes to the world economy. In order for Honda

to grow and to continue developing, it shall be of paramount importance

to it to generate and also commercialize its advanced environmental

technologies and also considering the business position in the market neat

the cooperative society. Having this awareness in mind, the company is

dedicated to making the next 10 years as a suitable time for making

reforms in the direction of submitting what is good and right for the

customers.

Strategy of Honda :

The main strategy of Honda is based on the principle of providing

excellent products to customers with much speed, affordability as well as

low CO2 emissions. Till now the company is taking aggressive measures

to doing this. By delivering good products, Honda means that it must

create some attractive products which are thought to be necessary. This

could be easily done by means of much dependence on technology,

knowledge and ingenuity.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796

As for motorcycles, the company tends to provide good products at

affordable prices. It has among the motocycles, the commuter types which

play a pivotal role in providing people with basic transportation.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796

There are also entertainment types which people use for joy and pleasure

for riding. The market of commuter types in the emerging market

countries is expanding in addition to economic growth. This trend is used

as a driving force and therefore, Honda sold nearly 17, 952, 000

motorcycles. The basic markets which are used for the operations of

motorcycles are China, India, Indonesia as well as other countries which

have large populations as well as further growth in sales which is

expected in many countries.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796

SWOT Analysis :

Strengths Weaknesses

o Internal Combustion engineevolution and spread of

hybrids.

o Consolidating Honda brandwith distinctive branding.

o It has initiatives to developand market new energy

generating products.

o It strives to conduct businessfrom global perspectives and

also to increase corporate

value.

o Paying much more attentionto environmental issues.

o Making reformations in thedirection of delivering good

products to customers.

o Lack of much promotionalcampaigns.

o The company's shareholder'sof record date may not

receive the dividend they

expect.

o Weak distribution in Europeand emerging markets.

o It failed to understandEuropean culture.

o Poor market share anddecline in sales.

o Weak brand image in theEuropean market.

o Difficulty in penetratingluxury markets.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796o It responds to the strong

demand for commuter types

motorcycles.

o Creating innovative products.Opportunities Threats

o In Europe, economicconditions, in general,

improved along with some

increases in consumer

spending and other

developments.

o In Asia, the economies ofChina and India expanded,

and the remaining countries

in the region generally

reported recoveries.

o Threats of competition.o Threats of rising prices.o Threats of worsening

conditions.

o The automobile industry is inits mature stage of lifecycle.

o Oversupply of motorvehicles.

o Fierce competition from theforeign and local

manufacturers.

o

Marketing Mix :

Product :


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796Honda boosts to have diversified high quality car models including

Honda Jazz, Honda City 2008, Honda Civic, Honda Accord 2008, Honda

Civic Hybrid and Honda CR-V.

All the models of Honda are characterized by their unique and oustanding

design among its competitors. The interiors of the car are designed in a

brilliant way as it has multi-dimensional dash, steering wheel with audio

controls. Moreover, it has also I Pod Connective Music System,

comfortable seat, and safety features like the airbags. It has also engine,

gearbox as well as performance. I-VTEC engine, Smoothest engine

widely spaced gear ratios, Paddle shift, Ride and Handling, Independent

suspension on the front, Wheel base ,ABS, Dual air bags and EBD are

standard feature of this car.

Place :

Honda has distribution outlets in many parts of the world including USA,

Japan and the Middle East. Its vehicles are distributed at the same

distribution outlets of its motorcycles. However, it has narrow product

line. It suffers also from lack of market sensitivity.

Price :

Honda is striving hard to make the prices of its products at similar level to

that of the competitors.

Promotion :


10/14

Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796Honda tends to promote its products in a similar way in many parts of

Europe ( Whether in France, Italy, Germany or UK ). However, the

company don't spend much money on its promotional campaigns as it

depends mostly on word of mouth as well as its websites. However, it has

ineffective advertising strategies or tactics. It doesn't pay attention to

marketing and promotion.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796


13/14

Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796Recommendations :

o To dedicate more resources to alter brand perception ( enhancebrand awareness).

o Increase and diversify its products.


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Amr Basha


Egypt : 01099410250

Kuwait : 0096560099796References :

Cenuar, Media. ( 2012). Honda, Marketing Week,

http://www.marketingweek.co.uk/brands/honda/

Honda Report 2011,

http://world.honda.com/investors/library/annual_report/2011/h

onda2011ar-all-e.pdf

HONDA, Cairo Translation Center

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