Honda and the US motorcycle

market in the 1960s

Submitted To:

Mrs Nain Tara Sarfraz

Submitted By:

Saleem Yousaf
Dated

Oct 23,2012

Issues Priority Matrix

Probable Impact on Corporation
Probability of
Occurrence
HIGH

HIGH

MEDIUM

Marketing
Strategy

MEDUIM
LOW

LOW

Direct Selling
Low Pricing

External Factor Analysis Summary (EFAS)

External Factors
Opportunities
Focusing on
Demography
Comparatively
low prices
Large
Unattended
Market
Direct Selling
approach
Threats
Large Number of
Competitors
Unawareness
Bad Image of
Motor Bikes
Very less Bike
Riders
Total scores

Weig
ht

Rati
ng

0.1

0.2

4.1

0.15

0.2

0.1

3.5

0.15

4.5

0.1
1

Weighted
Score

comment

Focused on young families

0.2 and female riders
Honda kept low prices to
0.82 penetrate in the market
Captured large unattended
0.75 public market
Eliminated distributers and
0 used direct selling approach

0.8 5 already existing companies

Created awareness through
0.35 effective ad-campaign
Removed the bad image of
0.675 motor bikes
Less number of riders due to
0.2 high cost of bikes
3.795