DEPARTMENT OF MANAGEMENT STUDIESDEPARTMENT OF MANAGEMENT STUDIESPRESENTATION ON HONDA COMPANY

“THE POWER OF DREAMS”

Industry IntroductionIndustry IntroductionAutomobile is one of the largest industries in global market. Being the leader in Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. During the last decade, well recognized as one of the drivers of economic growth. During the last decade, well directed efforts have been made to provide a new look to the automobile policy for directed efforts have been made to provide a new look to the automobile policy for realizing the sector's full potential for the economy. Aggressive marketing by the realizing the sector's full potential for the economy. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group.demand, especially from the population in the middle income group.Two-wheeler segment is one of the most important components of the automobile Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. sector that has undergone significant changes due to shift in policy environment. The two-wheeler industry has been in existence in the country since 1955. It The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds. In India there are consists of three segments viz. scooters, motorcycles and mopeds. In India there are some MNC’s and Indian company dealing in automobile sector. The main key some MNC’s and Indian company dealing in automobile sector. The main key players who are dealing in this sector are Hero Honda, Bajaj, Yamaha, Honda, and players who are dealing in this sector are Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero Honda is the biggest player in this sector in India as well as in the world TVS. Hero Honda is the biggest player in this sector in India as well as in the world and playing a very important role in two wheeler automobile sector. Hero Honda, and playing a very important role in two wheeler automobile sector. Hero Honda, Bajaj and TVS are the Indian companies and Yamaha & Honda are international Bajaj and TVS are the Indian companies and Yamaha & Honda are international automobile brand.automobile brand.

Company IntroductionCompany IntroductionHonda is the world's largest manufacturer of 2-wheelers. Its Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings, represents the company's unwavering symbol, the Wings, represents the company's unwavering dedication in achieving goals that are unique and above all, dedication in achieving goals that are unique and above all, conforming to international norms. These wings are now in conforming to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., a wholly owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here to initiate a change and make a Japan. These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda's dream for difference in the Indian 2-wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of global quality, India is to not only manufacture 2-wheelers of global quality, but also meet and exceed the expectations of Indian customers but also meet and exceed the expectations of Indian customers with outstanding after sales support.with outstanding after sales support.

About Honda Motorcycle & Scooter India Pvt. Ltd.About Honda Motorcycle & Scooter India Pvt. Ltd.

Official Name Official Name Honda Motorcycle & Scooter India Pvt. Ltd. Honda Motorcycle & Scooter India Pvt. Ltd.

Established Established 20th Aug, 1999 20th Aug, 1999

Place Place Manesar, District Gurgaon, Haryana, India Manesar, District Gurgaon, Haryana, India

Investment Investment Rs. 300 Crore Rs. 300 Crore

Representative Representative Mr. Shinji Aoyama, President & CEO Mr. Shinji Aoyama, President & CEO

Factory Location Factory Location Manesar, District Gurgaon, Haryana, India Manesar, District Gurgaon, Haryana, India

Production Capacity Production Capacity 10,000,00 Units per Year10,000,00 Units per Year

Honda's dream for India is to not only manufacture 2-wheelers Honda's dream for India is to not only manufacture 2-wheelers of global quality; but also meet and exceed the expectations of of global quality; but also meet and exceed the expectations of Indian customers with outstanding after sales support. They Indian customers with outstanding after sales support. They aim to produce technologically superior, efficient and aim to produce technologically superior, efficient and reasonably priced 2-wheelers, with Honda tested technology, reasonably priced 2-wheelers, with Honda tested technology, backed up with after sales service of Honda's global standard.backed up with after sales service of Honda's global standard.

Mission StatementMission Statement

““Human Use of Human Ideas”Human Use of Human Ideas”

Vision StatementVision Statement

““To Achieve the Most Admired Brand To Achieve the Most Admired Brand Status by 2010”Status by 2010”

ObjectivesObjectives

Respect for individuals.Respect for individuals.- Initiative- Initiative- Equality- Equality- Trust- Trust

The three joys.The three joys.- The joy of manufacturing high quality products.- The joy of manufacturing high quality products.- The joy of selling high quality products.- The joy of selling high quality products.- The joy of buying high quality products.- The joy of buying high quality products.

Core and Auxiliary Core and Auxiliary NeedsNeeds

Core NeedsCore Needs Auxiliary NeedsAuxiliary Needs BrandsBrands

Transportation Transportation Speed, Fashion Speed, Fashion ActivaActiva

Transportation Transportation Income (Middle Level) Income (Middle Level) DioDio

Transportation Transportation Professionals, Mileage Professionals, Mileage EternoEterno

Transportation Transportation Fashion, Speed, Royalty Fashion, Speed, Royalty UnicornUnicorn

Transportation Transportation Professionals, Life Style Professionals, Life Style ShineShine

Transportation Transportation Speed, Fashion, Mileage Speed, Fashion, Mileage AviatorAviator

Transportation Transportation Speed, Uniqueness, Speed, Uniqueness, mileage, Royalty mileage, Royalty

StunnerStunner

Orientation or Orientation or Philosophy Company Philosophy Company

AdoptedAdoptedORINETATIONORINETATION EXTEND EXTEND

(FULLY,PARTIALY,N(FULLY,PARTIALY,NOT APPLICABLE)OT APPLICABLE)

JUSTIFICATIONJUSTIFICATION

Production Concept Production Concept Partially Partially This concept believes that This concept believes that consumer will favor product consumer will favor product that are available at that are available at reasonable prices. But reasonable prices. But depending on growth of depending on growth of economy. Honda doesn’t do economy. Honda doesn’t do bulk production fully. bulk production fully. Already it had experience Already it had experience and relaunched the product and relaunched the product again.again.

ORINETATIONORINETATION EXTEND EXTEND (FULLY,PARTIALY,N(FULLY,PARTIALY,N

OT APPLICABLE)OT APPLICABLE)

JUSTIFICATIONJUSTIFICATION

Product ConceptProduct Concept Fully Fully The company has significantly The company has significantly improved quality product through improved quality product through a systematic task force approach. a systematic task force approach.

Selling ConceptSelling Concept Partially Partially Seasonal offers and discount, Seasonal offers and discount, festival offers.festival offers.

Marketing ConceptMarketing Concept Fully Fully Customer->Production->Customer Customer->Production->Customer

EX: Honda Stunner, Unicorn is EX: Honda Stunner, Unicorn is gaining popularity with younger gaining popularity with younger Male population. To keep these Male population. To keep these customers who are conscious about customers who are conscious about style & performance, frequent style & performance, frequent refresher and upgrades are required refresher and upgrades are required emergence of starter.emergence of starter.

ORINETATIONORINETATION EXTEND EXTEND (FULLY,PARTIALY,NO(FULLY,PARTIALY,NO

T APPLICABLE)T APPLICABLE)

JUSTIFICATIONJUSTIFICATION

Societal Marketing Societal Marketing ConceptConcept

Partially Partially Societal welfare, Societal welfare, Sponsorship towards Sponsorship towards Educational Institutions.Educational Institutions.

Company SWOT AnalysisCompany SWOT AnalysisStrengthStrength

Reliable brand nameReliable brand nameAffordable priceAffordable priceHonda having high tech enginesHonda having high tech enginesHMSI (Honda Motorcycle and Scooter India Pvt.Ldt) HMSI (Honda Motorcycle and Scooter India Pvt.Ldt) is the subsidiary company of Honda Motors Ltd. is the subsidiary company of Honda Motors Ltd. Which is the largest company in the proposed sectorWhich is the largest company in the proposed sector

WeaknessWeaknessLess number of service centerLess number of service centerSpares parts are not easily availableSpares parts are not easily availableLow product rangeLow product rangeMaintenance cost is very highMaintenance cost is very high

OpportunityOpportunity

Increase in product rangeIncrease in product range

Untapped market above 180 cc in motorcycles.Untapped market above 180 cc in motorcycles.

More maturity and movement towards higher-end motorcyclesMore maturity and movement towards higher-end motorcycles

Honda can be use brand image of Hero HondaHonda can be use brand image of Hero Honda

ThreatsThreats

There is high competition in the marketThere is high competition in the market

Threat of cheap imported motorcycles and components from Threat of cheap imported motorcycles and components from ChinaChina

Different Brands and Different Brands and FeaturesFeatures

Different Brands:Different Brands:

Honda ActivaHonda Activa

Honda Dio Honda Dio

Honda EternoHonda Eterno

Honda UnicornHonda Unicorn

Honda ShineHonda Shine

Honda AviatorHonda Aviator

Honda CBF StunnerHonda CBF Stunner

Honda CBR 1000Honda CBR 1000

Honda CBF TwysterHonda CBF Twyster

Features of BrandsFeatures of Brands

Honda Activa 102CC:Honda Activa 102CC:““Designed for Everyone”Designed for Everyone”

FEATURES:FEATURES: Flush surface. Flush surface. Multi-reflector light. Multi-reflector light. Low seat with high ground clearance. Low seat with high ground clearance. Movable front Movable front fender. . Sleek and aerodynamic styling. Sleek and aerodynamic styling. Low noise 4-cycle engine. Low noise 4-cycle engine. Metal Body. Metal Body. CLIC mechanism. CLIC mechanism.

Honda Dio 102CC: Honda Dio 102CC: “ “Get NoticedGet Noticed””

FEATURES:Attractive body styling with

mounted head light that adds charm to the scooter.

Light weight body enhances the fuel economy and riding pleasure.

Sleek and aerodynamic design to suit European styling preferences.

Effective shock absorption. Stays balanced even during

emergency braking. Comfortable secure seat. A bag hook below the front end

of the seat. Wide and spacious foot board.

Honda Eterno 150CCHonda Eterno 150CC: “: “Get More”Get More”

FEATURES:4-Stroke, 150cc Engine promises to

gives a mileage of 60 kmpl under actual riding conditions.

Aerodynamic Body with masculine looking body style..

Dual Spring Suspension technology for better comfort.

One-Direction Gear System.Larger storage space under seat.CLIC - Convenient Lift Up

Independent Cover for easy repair and maintenance.

Waterproof and durable Stainless-Steel inner cables and TUFFUP outer cables.

Honda Unicorn 150CCHonda Unicorn 150CC: “: “Be A Wing Rider”Be A Wing Rider”

FEATURES:Best pick up in its class. It delivers an incredible 60

kms to a liter. It is a perfect fusion of

sporty & macho design. With Mono Suspension &

Diamond frame, it takes all kinds of road shocks with absolute ease.

It is the only motorcycle equipped with a puncture resistant Tupp up Tube.

Honda Shine125CC: Honda Shine125CC:

FEATUES:The Optimax engine, 02 way air

jacket and CV carburetor makes the Shine an automatic 2 wheeler as it reduces the usage of clutch.

New Aero dynamic design for enjoyable riding.

Intense tail lamp, aerodynamic front cowl and fuel tank knee grip gives shine decent and stylish looks.

Honda Aviator 102CC:Honda Aviator 102CC: “ “Live Your Style “Live Your Style “

FEATURE:Unique style of front facial

with large clear lens multi-reflector lamps.

High impact resistant body. Lightweight 12 inches alloy

wheel. Telescopic front suspension

for better on road control.Aviator comes with Puncture

resistant tuff-up tube.Adequate 20 Liter of under

seat space 7 bhp, 102 cc powerful engine

for power-packed performance.

Honda CBF Stunner 125CC: Honda CBF Stunner 125CC:

FEATURE:•Honda Stunner CBF Self Drum with a powerful 11 bhp Honda engine, 5 speed transmission and a maximum power that ensures an absolute sensational ride.•Featured with a 4stroke, and that facilitates quick start, this gives you a proper mileage of 48 to 50 Km per hour, so that you can cover distances in no time.

Honda CBR 1000:Honda CBR 1000:

FEATURES: •Sharper rear styling with revised shape and new tail-light with clear lens•Sharp exhaust muffler appearance with aluminium muffler cover•New graphics and colours•Improved crankshaft inertia mass

Punch lines of BrandsPunch lines of Brands

Honda Activa 102CC:Honda Activa 102CC: “ “Designed for Everyone”Designed for Everyone” Honda Dio 102CC: Honda Dio 102CC: “ “Get NoticedGet Noticed”” Honda Eterno 150CC: “Honda Eterno 150CC: “Get More”Get More” Honda Unicorn 150CC: “Honda Unicorn 150CC: “Be A Wing Rider”Be A Wing Rider” Honda Aviator 102CC: “Honda Aviator 102CC: “Live Your Style “Live Your Style “

Competitor AnalysisCompetitor Analysis

Industry Industry Competitor Competitor

Hero HondaHero Honda

Hero Honda Motors Limited was established in 1984, as a joint venture between India's Hero Group (world's largest bicycle manufacturers) and Japan's Honda Motor Company. And created the world's single largest two wheeler company and also one of the most successful joint ventures worldwide. During the 80s, Hero Honda became the first company in India. Over 19 million Hero Honda two wheelers running on Indian roads today.

TVSTVS

TVS Motors is the third largest company in the two-wheeler industry with a TVS Motors is the third largest company in the two-wheeler industry with a

market share of 16%. Infect, it is the only Indian company without a foreign market share of 16%. Infect, it is the only Indian company without a foreign

collaboration in the two-wheeler industry. When the company opted out of collaboration in the two-wheeler industry. When the company opted out of

the collaboration with Suzuki in 2002, many believed that TVS was headed the collaboration with Suzuki in 2002, many believed that TVS was headed

towards extinction. But the company proved the doomsayers wrong and towards extinction. But the company proved the doomsayers wrong and

came out with a very successful `TVS Victor'. TVS Motors Ltd. originally came out with a very successful `TVS Victor'. TVS Motors Ltd. originally

incorporated in 1982 to manufacture two-wheelers in collaboration with incorporated in 1982 to manufacture two-wheelers in collaboration with

Suzuki Motors of Japan, TVS was one of the leaders in two-wheeler Suzuki Motors of Japan, TVS was one of the leaders in two-wheeler

industry.industry.

Industry Competitors

Industry Industry Competitor Competitor

BAJAJBAJAJBajaj is the first Indian two wheeler automobile company in the Bajaj is the first Indian two wheeler automobile company in the

market since 1945 with the name M/s Bacharj trading corporation market since 1945 with the name M/s Bacharj trading corporation

private limited. In 1959 M/sBacharj trading corporation private private limited. In 1959 M/sBacharj trading corporation private

limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains

license from the Government of India to manufacture two- and license from the Government of India to manufacture two- and

three-wheelers vehicles in 1959.three-wheelers vehicles in 1959.

Yamaha Yamaha

Yamaha Motor Corporation is the auto mobile company of Japan Yamaha Motor Corporation is the auto mobile company of Japan

(1953) which works in India since 1955 and providing latest (1953) which works in India since 1955 and providing latest

technology in India from last two decades. Yamaha Motor India technology in India from last two decades. Yamaha Motor India

was incorporated in august 2001 as a 100% subsidiary of Yamaha was incorporated in august 2001 as a 100% subsidiary of Yamaha

motor corporation, Japanmotor corporation, Japan

Brand CompetitorsBrand Competitors

BrandsBrands CompetitorsCompetitorsHonda Activa, Honda Dio, Honda Activa, Honda Dio,

Honda Aviator, Honda Honda Aviator, Honda EternoEterno

Hero Honda Pleasure, TVS Scooty Pep ,TVS Scooty, Hero Honda Pleasure, TVS Scooty Pep ,TVS Scooty, Bajaj Wave. Bajaj Wave.

Honda UnicornHonda Unicorn Bajaj Pulsar DTS-i, Hero Honda CBZBajaj Pulsar DTS-i, Hero Honda CBZ

Extreme, Hero Honda Achiever, Hero HondaExtreme, Hero Honda Achiever, Hero Honda

Ambition. Ambition.

Honda Shine Honda Shine Bajaj Discover DTS-i, Hero Honda Glamour’s, TVSBajaj Discover DTS-i, Hero Honda Glamour’s, TVS

Victor GLX, Hero Honda Passion Plus, Hero HondaVictor GLX, Hero Honda Passion Plus, Hero Honda

Splendor NXG, Yamaha GladiatorSplendor NXG, Yamaha Gladiator. .

Honda Stunner Honda Stunner Bajaj Avenger DTS-i, Hero Honda Karizma, Bajaj Avenger DTS-i, Hero Honda Karizma, TVSTVS

Apache, Apache, Yamaha FZ.Yamaha FZ.

Competitor ObjectiveCompetitor Objective

Hero Honda:Hero Honda:Being the most fuel efficient Company.Being the most fuel efficient Company.To develop appropriate product & excellent Quality.To develop appropriate product & excellent Quality. To meet the demands of the sophisticated markets in Europe To meet the demands of the sophisticated markets in Europe & America.& America. To reach an unassailable pole position in the Indian Two To reach an unassailable pole position in the Indian Two Wheeler market.Wheeler market. To maintain high standard of ethics & social responsibilities.To maintain high standard of ethics & social responsibilities.To meet the quality performances & price aspirations of the To meet the quality performances & price aspirations of the customer.customer.

TVS:TVS:TVS Motor will be responsive to customer requirements TVS Motor will be responsive to customer requirements consonant with its core competence and profitability.consonant with its core competence and profitability.Customer satisfaction by giving the customer the right product, at Customer satisfaction by giving the customer the right product, at the right price, at the right time.the right price, at the right time.To achieve a significant share for international business in the To achieve a significant share for international business in the total turnover. total turnover. TVS Motor will support and encourage the process of self-TVS Motor will support and encourage the process of self-renewal in all its employees and nurture their sense of self worth.renewal in all its employees and nurture their sense of self worth.TVS Motor strives for long-term relationships of mutual trust and TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers, employees, dealers and interdependence with its customers, employees, dealers and suppliers.suppliers.TVS Motor believes that people make an organization and that its TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its well-being is dependent on the commitment and growth of its people. people.

Bajaj:Bajaj:

Bajaj Auto continues to firmly believe in providing the customer Bajaj Auto continues to firmly believe in providing the customer Value for money, for years through their products and services. Value for money, for years through their products and services.

The Bajaj maintain and improve, In decision making, quality, The Bajaj maintain and improve, In decision making, quality, safety and service will be given as much consideration as safety and service will be given as much consideration as productivity, cost and delivery.productivity, cost and delivery.

Quality shall be built into every aspect of their work life and Quality shall be built into every aspect of their work life and business operations.business operations.

Quality improvements and customer satisfaction shall be the Quality improvements and customer satisfaction shall be the responsibility of every employee.responsibility of every employee.

Yamaha:Yamaha:YAMAHA focusing on serving their customer where they can YAMAHA focusing on serving their customer where they can build long term relationships by raising their lifestyle through build long term relationships by raising their lifestyle through performance excellence, proactive design & innovative performance excellence, proactive design & innovative technology. technology. They are treated as employees are the most valuable assets They are treated as employees are the most valuable assets and they intend to develop them to achieve international level and they intend to develop them to achieve international level of professionalism with progressive career development.of professionalism with progressive career development.Yamaha conduct their business ethically and socially in a Yamaha conduct their business ethically and socially in a responsible manner with concerns for the environment.responsible manner with concerns for the environment.Grow through continuously innovating their business Grow through continuously innovating their business processes for creating value and knowledge across their processes for creating value and knowledge across their customers thereby earning the loyalty of their partners & customers thereby earning the loyalty of their partners & increasing their stakeholder value.increasing their stakeholder value.

Assessing Strength and Assessing Strength and WeaknessWeakness

Hero HondaHero HondaStrengths:Strengths:

Hero Honda introduced First stroke bike in the Indian market.Hero Honda introduced First stroke bike in the Indian market.Hero Honda gives 80 Km/Liter Avg.Hero Honda gives 80 Km/Liter Avg.Better sale service.Better sale service.It has a good brand image.It has a good brand image.It gives better service for customers.It gives better service for customers.Best customer preference.Best customer preference.

Weakness:Weakness:Suppose to be very sophisticated.Suppose to be very sophisticated.They have big gap between cubic capacities of its products..They have big gap between cubic capacities of its products..Spare parts are too costly.Spare parts are too costly.

TVSTVS

Strengths:Strengths:Ability to understand customer’s needs and wantsAbility to understand customer’s needs and wantsRecognized and established brand nameRecognized and established brand nameEffective advertising capabilityEffective advertising capability

Weakness:Weakness:They have big gap between cubic capacities of its They have big gap between cubic capacities of its products..products..Bikes are not attractive as compare to there Bikes are not attractive as compare to there competitors.competitors.

BAJAJBAJAJ

Strengths:Strengths:Highly experienced management.Highly experienced management.Product design and development capabilities.Product design and development capabilities.Extensive R & D focus.Extensive R & D focus.Widespread distribution network.Widespread distribution network.High performance products across.High performance products across.High export to domestic sales ratio.High export to domestic sales ratio.

Weakness:Weakness:Still has no established brand to match Hero Honda's Still has no established brand to match Hero Honda's Splendor.Splendor.Not a globally recognizable brand (unlike the JV partner Not a globally recognizable brand (unlike the JV partner Kawasaki)Kawasaki)

YAMAHAYAMAHA

Strengths:Strengths:Yamaha motors India is the subsidiary company of Yamaha Yamaha motors India is the subsidiary company of Yamaha motors ltd, which is the MNC company having a good brand motors ltd, which is the MNC company having a good brand name.name.It is the one of the oldest company in the Indian market.It is the one of the oldest company in the Indian market.Bikes are available at very low price.Bikes are available at very low price.

WeaknessWeaknessSome Bikes are not attractive.Some Bikes are not attractive.No presences in scooter segment.No presences in scooter segment.No presences in above 150cc bike segment.No presences in above 150cc bike segment.

Whom to Attack and Whom to Attack and Whom to AvoidWhom to Avoid

(S-Strong, W-Weak, C-Close, D-Distant, G-Good, B-Bad)(S-Strong, W-Weak, C-Close, D-Distant, G-Good, B-Bad)

CompetitorCompetitor SS WW CC DD GG BB AttackAttack AvoidAvoid

Hero HondaHero Honda √ √ √√

TVSTVS √√ √√

BAJAJBAJAJ √ √ √√

YamahaYamaha √ √ √ √

Hero Honda:Hero Honda:Considering various brand of Hero Honda i.e. Pleasure,Considering various brand of Hero Honda i.e. Pleasure,

Hunk, Karizma, CBZ Extreme. Which give strong competition toHunk, Karizma, CBZ Extreme. Which give strong competition toHonda i.e. Aviator, Activa, Unicorn, Stunner.Honda i.e. Aviator, Activa, Unicorn, Stunner.TVS:TVS:

Comparing to Honda Company, TVS Company has theComparing to Honda Company, TVS Company has thegood market coverage and sales is more so they are stronggood market coverage and sales is more so they are strongcompetitor and Honda should attack them.competitor and Honda should attack them.BAJAJ:BAJAJ:

Comparing to the Indian market the Bajaj’s has goodComparing to the Indian market the Bajaj’s has goodcompetition with their high CC brands to the Honda.competition with their high CC brands to the Honda.Yamaha:Yamaha:

With the innovative products of Yamaha it gives the With the innovative products of Yamaha it gives the neckneck

to neck Competition.to neck Competition.

Four P’s of HondaFour P’s of Honda

Manufacturer

Product Price Place or Distribution

Channel

Promotion

Honda Activa 41,000 Manufacturer

Dealer

Customer

TV Advertisement

Honda Dio 36,908 News Paper

Honda Eterno 36,526 Magazines

Honda Unicorn 57,647  Discount

Honda Shine 46,806  Festival Offers

Honda Aviator 43,104  Coupons

Honda Stunner 62,097 Snoopers  

Pricing Strategy: Competitive based pricing Strategy.

Factors Influencing Factors Influencing Buying BehaviorBuying Behavior

FactorsFactors High / Medium /LowHigh / Medium /LowImpactImpact

JustificationJustification

Cultural FactorsCultural Factors High Impact High Impact Determination of wants &Determination of wants &Behaviors in the consumerBehaviors in the consumermarket. India is exposed tomarket. India is exposed tovalues,humanitartian,peoplevalues,humanitartian,peopleloyalty, emotions, love &loyalty, emotions, love &Affection all these influencesAffection all these influencesBuying BehaviorBuying Behavior

Social FactorsSocial Factors High ImpactHigh Impact Social factors like family, Social factors like family, neighbors, Co-workers, neighbors, Co-workers, friends all these are friends all these are influencing on buyer influencing on buyer behaviorbehavior. .

FactorsFactors High / Medium /LowHigh / Medium /LowImpactImpact

JustificationJustification

Personal FactorsPersonal Factors High ImpactHigh Impact Factors like age, education, Factors like age, education, family, occupation, life style family, occupation, life style all these influences buying all these influences buying behavior. behavior.

Psychological FactorsPsychological Factors Medium ImpactMedium Impact Factors like motivation, Factors like motivation, perception, learning, attitude perception, learning, attitude and beliefs influences on and beliefs influences on buying behavior of customer. buying behavior of customer.

Buying Decision ProcessBuying Decision Process Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post Purchase Behavior

Brand Honda Shine:Brand Honda Shine:

Need RecognitionNeed Recognition::The customer basic need is transportation (Bike).The customer basic need is transportation (Bike).

Information Search:Information Search:After identifying their needs they are going to search information aboutAfter identifying their needs they are going to search information aboutthe bike of different brands of companies through various ways likethe bike of different brands of companies through various ways likeAdvertisements, Internet, Magazines, and visiting to Showrooms.Advertisements, Internet, Magazines, and visiting to Showrooms.

Evaluation of Alternatives:Evaluation of Alternatives:After finding the information they study about various features of brands,After finding the information they study about various features of brands,price, service and quality of the product. The products which are similar toprice, service and quality of the product. The products which are similar toHonda Shine are Hero Honda Passion plus, TVS Victor, Bajaj Discover Honda Shine are Hero Honda Passion plus, TVS Victor, Bajaj Discover DTS-i125CC. DTS-i125CC.

Purchase Decision:Purchase Decision:Evaluating all product feature and price and his taste and preference he Evaluating all product feature and price and his taste and preference he decided to purchase.decided to purchase.

Post Purchase Behavior:Post Purchase Behavior: After using this bike he feels well and satisfied by this bike.After using this bike he feels well and satisfied by this bike.

ConclusionConclusionThe study which we conducted on the two wheeler automobile The study which we conducted on the two wheeler automobile sector is a very important topic of automobile sector. Two wheeler sector is a very important topic of automobile sector. Two wheeler automobile sector is the backbone of the automobile sector in India.automobile sector is the backbone of the automobile sector in India.After deep research, analysis and getting information about After deep research, analysis and getting information about company as formulated that The Honda Motorcycle Pvt.Ldt company as formulated that The Honda Motorcycle Pvt.Ldt Company achieved success in the market. Through out the study we Company achieved success in the market. Through out the study we found the Honda having very new and modern technology in their found the Honda having very new and modern technology in their bikes, they have a good name and fame in National and International bikes, they have a good name and fame in National and International Market. Market. MNC's like Yamaha, TVS, Hero Honda, Bajaj are also giving large MNC's like Yamaha, TVS, Hero Honda, Bajaj are also giving large competition. Concluding the performance of the company related to competition. Concluding the performance of the company related to two wheeler sector in India, getting their growth and what are two wheeler sector in India, getting their growth and what are services they are providing after sales. But still there is a gap services they are providing after sales. But still there is a gap between 150cc to 225cc segment which is most preferable segment between 150cc to 225cc segment which is most preferable segment by youth today. With newer and better models are coming up by youth today. With newer and better models are coming up customer has better and bigger choices to choose from. It is the customer has better and bigger choices to choose from. It is the competition on various aspects such as price, design technology, competition on various aspects such as price, design technology, after sales services and even purchases offers, which provides to after sales services and even purchases offers, which provides to both buyer and seller. Even many dealers are in view that today both buyer and seller. Even many dealers are in view that today Hero Honda and Bajaj, thrives on competition.Hero Honda and Bajaj, thrives on competition.