Takeo Fukui, CEO Honda Motor Co., Ltd.

• Honda established in 1948.Honda established in 1948.

• Founded by Soichiro Honda.Founded by Soichiro Honda.

• A Japanese Automobile Company with its network in 30 A Japanese Automobile Company with its network in 30 countries worldwide.countries worldwide.

• Is in contact with 19 million customers worldwide.Is in contact with 19 million customers worldwide.

• Ranks 31st on the overall Global Fortune 500 list.Ranks 31st on the overall Global Fortune 500 list.

• Revenues are in excess of $87,000 million.Revenues are in excess of $87,000 million.

• Profits are more than $5200 million, which are an Profits are more than $5200 million, which are an

increase of 16.6% from last year! increase of 16.6% from last year!

•Honda civic a compact car introduced in July 1972.Honda civic a compact car introduced in July 1972.

•1972-1974 Civic was awarded “car of the year” award.1972-1974 Civic was awarded “car of the year” award.

•1994 Civic was officially introduced in Pakistan.1994 Civic was officially introduced in Pakistan.

First Generation (1972-1979)

Second Generation (1980-1983)

Third Generation (1984-1987)

Fourth Generation (1988-1991)

Fifth Generation (1992-1995)

Sixth Generation (1996-2000)

Seventh Generation (2001-2005)

Eighth Generation (2006-2010)

• To Analyze the factors effecting the sales of Honda Civic.To Analyze the factors effecting the sales of Honda Civic.

• To analyze the market strategies developed by the Company’s competitors.To analyze the market strategies developed by the Company’s competitors.

• To assess the Company’s accomplishments and performance by looking at the To assess the Company’s accomplishments and performance by looking at the statistics.statistics.

• To assess the Company’s steps Honda should take to improve its market.To assess the Company’s steps Honda should take to improve its market.

• To develop our project in such a way that it helps people to know the current To develop our project in such a way that it helps people to know the current standing of the company in the market of Automobiles.standing of the company in the market of Automobiles.

• To develop our project in an organized manner which can help the company To develop our project in an organized manner which can help the company to improve its sales in the market.to improve its sales in the market.

• Honda Company performance in Pakistan.Honda Company performance in Pakistan.

• Assuming Toyota Corolla (ALTIS) to be the main competitor of Honda CivicAssuming Toyota Corolla (ALTIS) to be the main competitor of Honda Civic

• Limited time Limited time

• Limited FundsLimited Funds

• Unavailability of Brand ManagerUnavailability of Brand Manager

• Automobile Prices In market Equilibrium, by Steven Berg; James Levinsohn ; Automobile Prices In market Equilibrium, by Steven Berg; James Levinsohn ; Ariel Pakes Econometrics c 1995Ariel Pakes Econometrics c 1995

• Strategic Flexibilty in product competition, by Ron Sanchez. Strategic Strategic Flexibilty in product competition, by Ron Sanchez. Strategic management journal c 1995 john Wiley & sons, Ltd. Published by John management journal c 1995 john Wiley & sons, Ltd. Published by John Wiley& sons.Wiley& sons.

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• Brand popularity, country image and market share: Jay Young Chung. Brand popularity, country image and market share: Jay Young Chung. Journal of international business studies c 1997.Journal of international business studies c 1997.

Interview With Saba Sanaullah(Executive Marketing and Interview With Saba Sanaullah(Executive Marketing and Planning Division)Planning Division)

Sales Of Honda Civic

Demand

Income

Market Strategies

Government Policies

Comfort

After Sales Service

PriceBrand Image

Fuel Consumption

Competition

Fashion

Maintenance Cost

Brand Loyalty

Environment Friendly

Political Situation

Delivery Time

Quantitative Variables

Qualitative Variables

PricePrice: Negative relation: Negative relation

Fuel ConsumptionFuel Consumption: Due to Honda’s breakthrough technology V-TEC Fuel : Due to Honda’s breakthrough technology V-TEC Fuel Consumption is Lowered thus increasing the sales.Consumption is Lowered thus increasing the sales.

Environment FriendlyEnvironment Friendly: the euro 4 Emission standards greatly reduces carbon : the euro 4 Emission standards greatly reduces carbon monoxide, which effects sales positively. monoxide, which effects sales positively.

Maintenance CostMaintenance Cost: general misconception is that maeintanence cost for civic is : general misconception is that maeintanence cost for civic is more then its rivals. which is just a misconception.more then its rivals. which is just a misconception.

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• Marketing StrategiesMarketing Strategies: Better Stragies Helps increase Sales: Better Stragies Helps increase Sales

• IncomeIncome: Honda Company Targets People with a : Honda Company Targets People with a disposabledisposable income of 25,000 income of 25,000 Rs. To Rs.30,000Rs. To Rs.30,000

• ComfortComfort: Amazing Comfort which no car has in Pakistan and the comfort of : Amazing Comfort which no car has in Pakistan and the comfort of its competitor Toyota Altis is Pure Bullshit. its competitor Toyota Altis is Pure Bullshit.

• Government PolicesGovernment Polices: Better Government Policies directly effect Sales.: Better Government Policies directly effect Sales.

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Sales Of Toyota Altis & Honda Civic 2007-2008

Sales OfHonda Civic

Sales Of Toyota Altis

May 518 324

June 497 270

July 418 322

August 630 352

September 308 198

October 581 337

Total Sales 2952 1803

Sales of Honda Civic and Toyota AltisSales of Honda Civic and Toyota Altisbackback

• Expansion of sales outlets.Expansion of sales outlets.

• Advertising campaigns.Advertising campaigns.

• Low-priced spare parts.Low-priced spare parts.

• Check on Black market of Forged Spare Parts.Check on Black market of Forged Spare Parts.

• eap

• Higher market share.Higher market share.

• Image and Brand Loyalty.Image and Brand Loyalty.

• Various awards achieved.Various awards achieved.

• New Body design after every 3 to 4 years.New Body design after every 3 to 4 years.

Comments of People

I have my Honda Civic for 7 years now with over 110,000 miles. Other than regular maintenance (oil change, coolant, timing belt, etc...), never had any problem. Great gas mileage too.Posted by: Benjamin | Sep 25, 2006 8:39:18 PM