Honda Marketing Plan

3660 Words Jan 21st, 2013 15 Pages
Table of contents
1.2 Letter of recommendations
1.3 Executive Summary of the marketing plan
1.4 Outline of the marketing plan
1.5 Introduction, Background, summary and update of the case study

2.1.1 Target Market Analysis
Primary Target Market
Primary Target Market Demographics
Secondary Target markets

2.2 SWOT Analysis:
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats

2.3 Competition Analysis
2.4 Keys to success

2.5 Macro Environment Analysis
2.5.1 Economy
2.5.2 Culture
2.5.3 Politics, Rules and Regulations
2.5.4 Technology

3.1 Mission Statement
3.2 Marketing Objectives
3.3 Financial objectives
3.4 Positioning strategy

3.5 Marketing Mix Strategies
3.5.1 Product Strategy
3.5.2 Price Strategy
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The plan identifies Honda target market and the underlying demographics and a comparative analysis against its competitors in the macro environment that it operates in. The plan then attempts to establish mission objectives for Honda and details a marketing plan that includes product, price, promotion and place strategy to achieve those objectives.
2 Situation Analyses
2.1 Market Summary
2.1.1 Target Market Analysis
Honda provides an array of development, manufacture and sales products to enhance motorcycle and automobile use and enjoyment for its customers who can be individuals and business that have a need for quality.
2.1.1.1 Primary Target Market
The primary target market for Honda consists of individual customers and business that have a need for affordable prices based on cost-competitiveness; another important element for success in the motorcycle business is having distinctive “Honda Styling” (Honda Motor Co., Ltd., 2011, p. 10).
2.1.1.2 Primary Market Demographics
Honda’s initiate to develop and market new energy-generating products to individuals and businesses is wide spread. Honda supplies general-purpose engines that power construction, agricultural and other types of machinery and, thereby, supplies useful product that help people get things done every day. In emerging markets, these products are even more indispensible for people’s lives than motorcycles, and as economic growth continues in these countries, there markets are

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