TASK 1. INTRODUCTION 1.1 Background Honda Motor Co. Ltd.

is the worlds largest motorcycle and engine manufacturer and one of the leading automakers with a worldwide network of 437 subsidiaries and partners. The company was founded in 1948 by Soichiro Honda from Tokyo Japan. It has headquarter in Japan and 127 manufacturing facilities in 28 countries outside Japan, producing motorcycles, automobiles, power products, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. Honda is the 5th largest auto-maker in the world and the second biggest in Japan. Its products comprises cars, motorcycles, trucks, scooters, robots, jets and jet engines, All Terrain Vehicle (ATV), water craft, electrical generators, marine engines, lawn and garden equipment, and aeronautical and other mobile technologies. Along with these products Honda has now started producing luxury cars and mountain bikes. In 1937, Soichiro Honda started manufacturing piston rings. He was the sub-supplier to Toyota. During the World War II, Japan's people were in desperate require money, fuel, and basic transportation to recover some sense of constancy. So he used his technology and skill to make an engine to a bicycle to make it became an economical and well-organized motorized bicycle. Honda was already the worlds largest motorcycle manufacturer when it undertaken the American market in 1959. American Honda recorded its first sales in August of 1959. Within five years, American Honda became the largest motorcycle distributor in the world. Honda has worldwide branches located in different regions, for example, Honda is more popular in America, India, China, South Africa, Canada, Australia, as well as Japan itself and many other countries. Honda Motor Company runs under the primary principles of "Respect for the Individual" and "The Three Joys, normally expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reveals a desire to respect the exclusive quality and

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capability of each individual person, believing each other as the same partners in order to do the best in every circumstances. On this foundation, the Three Joys states a trust and desire that every individual working in, or coming into contact with Honda Company, openly or through or products, , must share a wisdom of joy through that knowledge. For these basic principles, from the time when its establishment in 1948, Honda has remained on the leading edge by building innovative value and offering products of the highest quality at a reasonable price, for global customer satisfaction. Also, the Company has carried out its activities with a commitment to protecting the environment and enhancing safety in a mobile society.

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1.2 OBJECTIVES OF HONDA MOTOR COMPANY LTD Company objectives are plans that are used to achieve organizational goals. Objectives should concentrate on specific criteria to be put into action correctly. For instance, if business objectives need to be known by all parties concerned, this gives room for everyone to be in the same sense. After the business objectives have been formed in an organization, it is more important for the members to follow those objectives. Well implemented business objectives must comprise a reward and incentives for the persons responsible for implementing those objectives. Moreover, business objectives build a union between the mission and the strategies in the organization. A strategic objective is a generally defined objective that an organization has to accomplish to make its strategy succeed. According to (http://world.honda.com/history/limitlessdreams/satisfaction/text/01.html),

Honda Motor Company had intentionally looking into grown very large. It has worldwide not only Japan expansion for its market, the value created by its products is in the customers satisfaction of it, and always keep in their mind such a value. Those issues were developed very accurately, and also somewhat awkwardly. Honda Motor regularly holds the idea too far, and end up missing the mark of quality goods and reasonable prices. The other important regards of Honda Motor Company was about creating tomorrows products for the customer, since the corporate dreams is to carry things too far, an advancement of customers satisfaction in terms of their thinking, thought, is placed forward very well. With a products that determines more skillful and experiences to the customers expectation, Honda Motor Company strives to balance market of its products by creating an innovative and well designed products so that to achieve maximum customers in the near future. All in all, Honda Motor Company focuses in about winning an internationally perspective. To some extent Honda might have been bearing in mind Hondas market position in the world, that was actually how the top management thought, and they were critically trying to place it into consideration. In this aspect, employees who are not in a top management level could listen and acting the way that their Honda top management people practices and goes along with it. Honda Motor Company operates under the main objective of "Respect for the Individual" and "The Three Joys, normally expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reveals a desire to respect the exclusive quality and

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capability of each individual person, believing each other as the same partners in order to do the best in every circumstances. For these principles, Honda stayed on the leading edge by creating innovative value and providing products of the top class at an affordable price for worldwide customer fulfillment.

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1.3 TYPES OF PRODUCTS AND SERVICES FOR HONDA MOTOR COMPANY According to (http://www.businessdictionary.com/definition/product.html), Product is a good or service or an idea that meets the requirements of a particular market segment and yield sufficient profit to justify its continued existence. Services are all activities that bring an organization together, getting it to perform and connect it to its customer and society. Honda manufactures wide variety of products for worldwide customers needs and provides best services to its customer all across the regions. Honda is a multinational corporation that produces motorcycles. Automobiles, power equipment, engines, aircraft, robots, and Honda marine. Services provided by Honda include after-sales service, product warranty, online services through their company web sites, and Honda provides variety of dealers allocated in every corner of the world so that to ensure the distance for Honda customers is closer. Honda Products

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TASK 2 2.1 THE CURRENT PRODUCTS OF HONDA MOTOR COMPANY Any organization must allocate its energy to create continuous product improvement. However, there is an idea of consumers that they will favor products that offers the most quality, high performance and best features. It is important to put into consideration regarding with product, the marketing mix and product life cycle so that to build better favorable market from those of competitors. Honda motor company emphasizing respect and faithful of its product for customer satisfaction, by producing products and services that shows the key values that differentiates Honda products from other competitors. By receiving the responds My next car will be another Honda from customers, Honda and its dealers across the world develops their best efforts into all stages of customer satisfaction, and activities from sales to after- sales service to create modern products. In some extent, Honda regards models products with environmental improvement performance and attractive values to build new markets by offering products with broad intention to regional needs throughout the world. The current products under Honda are classified into automobiles, motorcycle, power equipment, robots, and marine engines, aeronautical and other mobile technologies.

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2.2 PRODUCT SEGMENTATION OF HONDA MOTOR COMPANY Accordin g to Gillikin.J. (2011), the product segmentation refers to branching a single products and services into sub-division to different group of customer for the purpose of increasing market share, getting better revenue and minimizing costs. The basic strategy of product segmentation is to manufacture single product with comparatively slight distinctions, market it to different groups of customer, and it is preferred to classify it into different brand names. The main aim of product segmentation is to develop a means for a company to allocate the risk of selling a high cost product to different target markets. Honda Motor Company segmented its products into different design and features that fulfill the needs and desires of its customer in terms of its uses and level of income to target market. In this way, Honda products are segmented according to different brand names and prices that fall under Honda automobiles, Honda motorcycles, Honda power equipment, Honda marine, Honda aircraft, as well as Honda robots.

2.2.1 Honda Automobiles

Honda automobiles range in different designs, categories, and different levels of users for reasonable price that serves different purpose. Honda provides worldwide luxury car, racing car, and sports car on the broad will of getting high market share. Nowadays, Honda offer quality and comfortable cars to its customers and ensures all of its performance to build favorable environment of its products. Honda automobiles range from luxury cars that are mostly designed for well-to-do people such as managers, government officers, and rich people with relatively higher prices. Normal cars are designed for people in lower position and there is special family oriented cars designated for big family with slightly lower prices, sports cars are manufactured for sport associations, and racing cars are created for young people with reasonable prices.

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Civic Hybrid

Element

Freed

Civic HF

Civic sedan

Civic Si Coupe

CR-V

CR-Z

Cross tour

2.2.2 Honda Motorcycles

Honda is the worlds largest motorcycle and the one of the leading company that provides a wide variety of motorcycles all across the world. It creates products of highest quality, modern design, and very innovative products that serve the needs and expectation of customer satisfaction. Honda Motorcycles is taking the number one in the world since it was been launched 1948. Under Honda motorcycles, products are segmented according size and uses, for instance, there are Honda off-roads, sports bikes designed for young people with relative higher prices, All Terrain Vehicles (ATV) for children, Honda cruisers for police workers, Honda scooters for school students, Honda watercrafts, Honda VTX, Honda Goldwing, and Honda shadow.

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Honda off-road

All Terrain Vehicles (ATV)

Honda cruiser

Honda scooter

Honda watercraft

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Honda VTX

Honda Goldwing

Honda sports bikes

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2.2.3 Honda Power Equipment

Honda Power Equipment provides wide variety of power equipment products for various uses, different power and ability of its performance to serve the market needs and satisfaction. Honda is known worldwide for producing highest standard, quality, and powerful equipment like generators which are ranged from higher to lower ability of performance with differentiated prices, water pumps, trimmers, and lawn mowers all are targeted for gardener preserver by different size and model with distinct prices, snow blowers road cleaner with lower prices, and tillers are manufactured to help small scale farmers that comes under different prices. In addition with, the Hondas power equipment products available in the market range according to types of customers needs and satisfaction of power equipment for affordable price. Products are classified as: Generators

Pumps

Lawn mowers

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Snow blowers

Tillers

Trimmers

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2.2.4 Honda Marine

Honda Marine offers the wide range of marine products all around the world. Honda marine is well managed to creates a products with new technologies intended to minimize the environmental impact through improved fuel efficiency and reduced emissions. Honda develops various models of marine products to serve customer needs regarding with their usage and level of income. It also includes warranty against defects in materials or workmanship for five years from date of purchase, no matter the engine is belonged by another owner, the warranty still is used. In recently, Honda marine range from portable model provided for small fisherman for lower prices, mid-range model designated with relative large size fall under relative higher prices for developing fisherman, as well as large motors model produced for very big fisherman with very higher prices. Honda Marine Portable Model

Honda Marine Mid-Range Model

Honda Marine Large Motor Model

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2.2.5 Honda Aircraft

According to (http://www.kewljets.com/Manufacturer/Honda), the Honda Aircraft Company is a part of Honda Motor Co. Ltd. started in August 2006 to manage its official recognition, production, sales and services of the Honda Jet. Honda jet was created for the broad aims of assisting smaller business and personal jets, which includes very light jets and the personal light jets. The Honda Aircraft Company is recently based in Greensboro, NC. It was reported that the Honda Aircraft Company started sales of the Honda jet at the National Business Aviation Association (NBAA) meeting with the declaration of the price, terms of the production and a sales and services systems for its advanced light jet.

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2.3 TARGET MARKET FOR HONDA MOTOR COMPANY PRODUCTS According to Assael.H, (1993), the Target Market is a process of selling services and products to the specified group of people. Honda has identified two target markets, "Young Professional Couples" who Honda defines as Generation Y newlywed DINKs (Dual Income No Kids) with a $70,000 household income, flourishing careers, and who enjoy "couple-hood." "Older Professional Couples", empty-nest Baby Boomers, with a $90,000 household income, with many of them is beginning second careers like starting their own business.

2.3.1 AUTOMOBILES

HONDA CITY Honda City is a mid size four door family sedan. The price in market are between RM85 000 to RM100 000.Honda City mostly focuses on the mid and high class of the customers. For example, business person. Honda City is the latest model in Malaysia. Honda City also is the higher target market of sales in Malaysia. Many of our people in Malaysia were using the Honda City car. In Honda City there can be list to five generations. The first generation of Honda City is Honda Jazz. Its produced a five door hatchback compact with design of fuel under the front seat, enabling the seat to fold flat and provide a flexible and regularized cargo volume. The car is suitable for female and teenagers. The price is from RM109 800 to RM280 000. The second generation is Honda Logo GA2. Honda Logo GA2 was the trim variant of the City. The third generation is Honda Civic EK. The design is based on EK Civic platform, body style of four door sedan and VTEC engine. The target market is suitable for the adults that love the turbo car. The price of the car is between RM150 000 to RM350 000. The fourth generation is four wheel drive version is known as Honda Fit Aria. The design of

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L-series engine, four door sedans, 7-speed automatic transmission and VTEC trim. The target market of the car is for upper class groups as manager. The price of the car is between RM200 000 to RM350 000. Lastly, the fifth generation is Guangzhou Honda City. The target market is the challenge requires the vehicle to be occupied by 4persons, FF layout, 5-speed transmission and i-VTEC engine. The target markets of the car rarely have been used by upper class group and upper middle class such as business person and government workers. The price of the car is between RM80 000 to RM250 000.

2.3.2 MOTOCYCLES In Malaysia, other than driving an automobile, there are also people who love to ride motorbike and Honda is one of the producers in producing good quality motorbike in Malaysia.

The Diamond The motorbike shown above is an outcome by Boon Siew Honda and the name of this model is CBR250R and this superbike is a 6-speed motorbike. This models overall length x overall width x overall height as specified in the online brochure is 2.035 m x 0.720 m x 1.125 m. the wheelbase for CBR250R is 1.370 m while the ground clearance is 0.145 m. this model have a seat height of 0.780 m and the curb weight that this model can carry is either 161 kg for

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standard or 165 kg for anti-lock breaking system. Only 2 people can ride on this motorbike. Radius for the minimum turning is 2.5 m. The engine type for this model is a liquid-cooled 4 stroke DOHC Single-cylinder, or has been shortened as CS250RE. In every vehicle, there is a system to supply fuel for the vehicle and for CBR250R; the system used is Programmed fuel injection system, also known as PGM-FI in vehicle production industry. The fuel tank capacity is 13 . This model use a self-starter, full-transistor battery ignition, wet sump for the lubricating type and wet multi-plate with coil springs clutch. As for the brake type used in CBR250R, both front and rear brakes use hydraulic disk. The front suspension type uses telescopic suspension while the rear suspension uses swing arm, the pro-link suspension system. Honda came out with a diamond frame type for this superbike model and has three different colors; candy ruby red metallic, asteroid black metallic and sword silver metallic. Honda CBR250R provides four types of features which gives more advantages for this product. One of the features is, it provides an advance comfort. It has a Pro-Link suspension which maximizes stability for a smooth and comfortable riding more than a normal motorbike. The design that has Pro-Link suspension that is situated at the rider seat, will gives more comfort to the rider and also passenger. The other feature of Honda CBR250R is the provision of an advance performance. For this design, it introduces the all new 250CC Liquid-Cooled System DOHC 4 Valve SingleCylinder Engine for superior performance. The Liquid-Cooled System DOHC will smoothen the engine functioning. The third feature is an advance safety. For this design, it provides advance safety which will give greater protection with the combined Anti-Lock Braking System (ABS) and front or rear wheel speed sensors. The Anti-Lock Braking System is a safety system that allows the wheels on a motor vehicle to continue interacting proactively with the road as directed by driver steering inputs during braking, preventing the wheels from locking up (that is, ceasing rotation) and therefore, skidding can be avoided. The fourth feature is an advance sporty. It provides an excellent handling performance based on mass centralization form and a refined aerodynamic feel. Mass centralization is then simply trying to get most of the weight of the motorcycle in one area, typically around the

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desired location of the CG. Body works, fairing brackets, fuel tank, rear sub-frame all are items that can be lightened in an effort to keep a greater % of the mass closer to the CG of the motorcycle and closer to the X in our riders turn when changing direction. The target market for CBR250R is for high income people because with the good features explained in the online brochure, it sure would not be a cheap motorbike that everyone affords to buy. It is also targeted to mid-age people who love adventurous motorcycling activity. Mid-age people can be classified from age 35 to 50 years old. Usually, people among these ages are keener to buy superbike because by then, they can afford to pay for the maintenance. There are also people who formed clubs to travel for a place to another place with superbike. Thus, these kind of people are targeted to buy this superbike as it is also can be used by beginners to this field.

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2.4 MARKET POSIITION OF HONDA MOTOR COMPANY According to Practor.T. (1996), the Market position refers to a level or a place that a company wants to occupies relative to competitors in the mind of consumers. It includes, arranging the products to be occupied clearly, distinctively and desirably relative to competing product in the mind of target consumers. Developing a market position for a product is not simple work, it requires a time of a management team to organize well marketing discussion and marketing research. Market positioning includes creating a connection in the minds of consumers between an idea and the business in such away that, when consumers think of a particular desire or need, they also think of the business. The preparation of market positioning fall under certain components, it relies under product category, describing the customer, product name, identifying the competition, and explain what makes the company special or unique. Honda motor is the one of the leading company in the world that manufactures most of the types of motor transportation including automobiles, motorcycles, aircrafts, and personal marines. It also produces power equipment and engines for the wide intention of achieving higher market share. In order to develop the best position in the market, Honda motor company always applies the following components so that to occupy most better rather than competitors in the mind of consumers. 2.4.1 Identifying the Product Category This element introduces the product category, and the common type of a product that will be sold in the market. Its better to develop new features or to design a product for different customer needs and satisfaction, while a product category remains unchangeable. Its very important for a business to describe a customer, then their problem, and then identifying the product category when it wants to manufacture a product. As the founder of Honda motor (Soichiro Honda) saw that there are people who need transportation services and started manufacturing its products on the broad will of exceeding their satisfaction of its product, by enhancing up to date product policy that fall under the world and environmental pressure. Also, Honda Motor Company pursues their skills and knowledge to create products that serves a country needs. For instance, Honda design left hand sides staring cars for all countries which left hand side is being used like America, and

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those countries that apply right hand side such as Malaysia, the right hand staring cars are manufactured for them. 2.4.2 Describe the Customers The best understanding of any businesss customer is the core of marketing. Even if, sometimes customers are not the one that uses the product, for example, a customer of collage printer may be a person in the purchasing department, but the users of the printer are collage lecturers. Honda motor involving itself in creating variety of product to fulfill the dreams of the people who love so much to live in a luxury life with well entertaining environment, for example, managers (CEO), government officers, some people who enjoy sport cars and luxury motorcycles, and those who believes that their life happiness is to enjoy racing cars and motorcycles. The fantastic one is a Honda jet that is mostly used by well-to-do people for convenient trips, the richest families that prefer a house girl as an important member assistor in their families Honda robots (Asima) is there for them. Also, Honda makes people in a lower level of income, a life that they have never even thought by creating their assistance in order to boost a head their life, for instance, a personal Honda marine that helps small fishermen, smaller size of Honda generators for welding services, less expensive Honda motorcycles created for the people who are in a lower standard of life, as well as garden and grass cut equipment used by collages and gardener preserver to smooth their work activities. 2.4.3 Naming the Product This is the most important stage of developing a market position for company products. It is said that products are differentiated in the market according to its brand name, therefore, any company must develop a clear and easy name to its product so that it can be uncomplicated in the mind of customers. Honda Motor Company ensures basic marketing strategies are put into consideration as to earn a higher market position for its product, by naming its products in relation with their usage. It comes across automobiles, motorcycles, power equipment, Honda marine, as well as

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Honda jet. All these are done to control market position of its product in the mind of consumers. 2.4.4 Identify the competition The company competitors are defined as another choice for the companys customers that give satisfaction to their needs or desires as the same as they satisfied from the companys products. Competition could be in terms of other businesses, or from other substitutes. By knowing the competitors, a company must predict their next moves, exploit their weaknesses and not undermine their strengths, by develop a real thinking of the other techniques that a customer can satisfy the similar needs or desire that the companys product satisfies. Honda Motor Company faces the biggest competition for its all types of products, for instance, Honda automobiles faces heavy competition from Toyota Company, BMW Company, and other automobiles company. Under Honda motorcycles, Honda marine, and Honda power euipment, Yamaha Company is the biggest threats. Therefore, the best way of wining the market position from those competitors, Honda Motor clearly develops a SWOT analysis, marketing mix, product life cycle, as well as maintaining favorable environment that make its products be differentiated and unique in the market.

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TASK3 3.1 SUMMARY

The latest product to be successful in Malaysia is Honda Freed MPV. The Honda Freed MPV was released on 2010. There are 6 colors choices to choose from which are Luminous Blue Pearl, Alabaster Silver Metallic, Brilliant White Pearl, Basque Red Pearl, Crystal Black Pearl, and Polished Metal Metallic. It has 3 different seating configurations are a 5-seater, a 7searter and an 8-seater with 1.5L 118PS I-VTEC engine. The car has full walkthrough cabin, two captain seats in the middle row, loads of cup holders, and the best two automatic powered sliding doors ever built. The bestselling car in Malaysia is 7-seater Honda Freed MPV and the price is around RM112, 980. In order to make Honda Freed MPV to be successful in Malaysia, there are some constructive recommendations. First at all, it targeted to young urban families and professionals. In Malaysia, most of the families in Malaysia are a big family, they have many children, at least one child so they prefer to buy a family oriented car to a normal 5-seater car. The Freed has a unique trump card, 4 automatic sliding doors come with anti-pinch sensors that can be operated from the key fob. Honda also points out the low 410 mm height from the ground to the Freeds floor; this plus grip handles enable easy access for children and the elderly. For old people who can't act easily, it's not so convenient for them to take a vehicle. The designer of Honda Freed MPV designed the third row seat can be take out easily and we can add a fake uphill behind trunk so that the old people sit at their wheelchair inside the car.

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Second, Honda Freed MPV is more comfortable and safety than others cars. It aware of the pedestrian safety with pedestrian body structure and passed JNCAP test. For those who love to travel, this car can stand for long journey and low fuel consumption. In addition, more effort should be put on advertising. In everyday life, people come into contact with many different kinds of advertising. The advertising of Honda Freed MPV can be seen in many channels especially Internet. The Honda company was designed many different language and different story to introduce Honda Freed MPV. It greatly increases the total sales of Honda Freed MPV and attracted more new customers. Moreover, the promotion is also a main effect in introducing a new product. Honda Company can cooperate with some companies and held some competitions for giving free Honda Freed MPV. Sometimes, Honda Company offers customer a lower price than normal. During the promotion period, it will attract more people to know Honda brand. Although the promotion ends, but the people will still recognise this brand. In our opinion, we suggest that, if the Honda Company can open a factory in Malaysia so Malaysian can buy cheaper Honda cars. First, Malaysia is one of the largest exporters of rubber in the world. Honda Company can easily buy the raw material with low price. The cost of making a Honda car will decrease that leads to economic of scale and cost minimization which will provide cheaper car. People love to buy a good but cheaper car, it will greatly increase the total sales of Honda car. Besides this, if Honda factory has established in Malaysia, the occupational opportunity will greatly increase. It needs to hire more and more employees, therefore hiring employees advertising is also advertising for Honda Company. When a friend of Honda employee want to buy a car, its employee will first suggests his friend a Honda car but other company car. Lastly, there are many Honda factories in different countries, the manufacture skill can be improved by discussing with other employees from different countries. Different kinds of people have different idea.

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3.2 CONCLUSION Honda Motor Co. Ltd was founded by Soichiro Honda in 1959 with the release of the first two motorcycles Dream and Benly. Honda Company is the worlds largest motorcycle and engine manufacturer. Its products comprises cars, motorcycles, trucks, scooters, robots, jets and jet engines, All Terrain Vehicle (ATV), water craft, electrical generators, marine engines, lawn and garden equipment, and aeronautical and other mobile technologies. Along with these products Honda has now started producing luxury cars and mountain bikes. Honda Companys objectives are plans that are used to achieve organizational goals. It also has its own mission and vision. Maintain a global viewpoint and supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction is Hondas mission and it has been work well by the entire Honda employees. Honda Motor Co. Ltd has its own strengths, weaknesses, opportunities and threats. It wants be the main company in the car and motor industries. Thus, it has created many innovative products that fit to the customers needs. Furthermore, Honda Company has its own target market, market segmentation and market position. Its products are not among the low price products. Thus, it focuses its customers on the less price sensitive consumers market. It also focuses on the consumers who like to own innovative products. Honda Company uses its own market segmentation strategy to maintain its market position in the consumer market. Honda is smart because it knows to grab the best opportunity to introduce its products. Advertising is very important in introducing a new product. A good advertising will let people recognize the brand forever. It always create different interesting story in introducing a new product. Even a child, he will remember the story for a long time. In conclusion, Honda Company has become a well known and strong brand after it combines all the criteria that are needed to be successful. It has also created a good reputation in the world.

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REFFENCING Practor.T, 1996. Marketing Management: Integrating theory and practice. International Thomson business press. Assael.H, 1993. Marketing principles and strategy. The Dryden press. 2nd ed. Gillin. J, 2011. Demand Media: What is product segmentation? : The Houston Chronicle. (http://smallbusiness.chron.com/product-segmentation-22881.html) Danny Tan, 2010, Honda Freed premium compact MPV http://paultan.org/2010/04/22/honda-freed-premium-compact-mpv-launched-rm112980/ Paul Tan, 2008, New Honda Freed MPV with up to 8 seats http://paultan.org/2008/06/02/new-honda-freed-mpv-with-up-to-8-seats/

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