Marketing Plan

Honda Philippines

Bachelor of Science in Business Administration

In partial fulfillment of the requirements in Marketing 103:
Marketing Management

Submitted by:
Czarina Bianca L. Aquino
Elaiza Adelyne Cellona
Shiela Rillo
Ma. Klasika Valenzuela

Submitted to:
Prof. Rose Sarenas

Date submitted:
June 3, 2016

Table of Contents

I.

Executive Summary

II.

Company Background

III.

Objectives of the Strategic Plan

IV.

Situation Analysis
A. SWOT
B. Industry Analysis (Porters 5 Forces)
C. Competitors Target Market & 4Ps

V.

Market Analysis

VI.

Analysis of Firms Current 4Ps

VII.

Recommended 4Ps/Tactical Plans

VIII.

Timeline and Budget

IX.

Appendix

I.

Executive Summary

II.

Company Background

Honda Cars Philippines, Inc. (HCPI) is registered under Securities and Exchange
Commission (SEC) as an automotive manufacturer that assembles and imports cars
since October 1990. HCPIs assembly plant & Spare Parts Warehouse is located in

Laguna Technopark, Sta.Rosa, Laguna. In addition, the main office of operations is also
located in the vicinity of Sta Rosa, Laguna residing with the assembly plant. (Our
Company: INVESTOR INFORMATION, 2012). Currently, HCPI employees are called
Associates, and around 700 Associates (Our Company: INVESTOR INFORMATION,
2012) are employed as regular employees all throughout the company. The branding of
employees to Associates ensures that HCPI employees adhere to the Company
principle of producing and giving quality products and services for good quality
customer satisfaction.
Currently, HCPI employees are called Associates, and around 700 Associates (Our
Company: INVESTOR INFORMATION, 2012) are employed as regular employees all
throughout the company. The branding of employees to Associates ensures that HCPI
employees adhere to the Company principle of producing and giving quality products
and services for good quality customer satisfaction.
Corporate Vision & Mission

Vision
Maintaining a global viewpoint, we are dedicated to supplying products of the highest
quality yet at a reasonable price for worldwide customer satisfaction.
Mission
Underlying the Honda Company Principle are our two fundamental beliefs, the three
joys (Joy of Buying, Joy of Selling and the Joy of Creating) and Respect for the
Individual where individuals are treated equally, they are encouraged to show initiative
and trust each other.
Company Goals & Core Competencies
According to Mr. Hiroshi Shimizu, Honda brand in the Philippines has the same
identity anywhere in the world. More than high quality, the Honda brand is known for its
advanced engine technology that delivers clean emission and excellent fuel economy
without sacrificing the fun in driving. These attributes make Honda a well-loved,
premium brand with high resale value.
The long term goal of Honda is to maintain a global viewpoint in striving to
become a company that society wants to exist through creation of new values, products
and technologies that address social challenges. In order to attain sustainable mobility,
Honda voluntarily sets higher goals to preserve our ailing environment. Here in the
Philippines for example, Honda is the only manufacturer that adheres to EURO 4
emission levels for its ENTIRE model line-up, even if local government only requires

EURO 2 compliance. EURO 4 standards release as much as 56% less harmful

emissions as compared to EURO 2 standards.
Corporate Message
The Power of Dreams:
Dreams are what drive us. Powered by an ongoing pursuit to spread joy, we create and
innovate to enhance lives of individuals and society - turning dreams of today into
realities of tomorrow.
Environmental Vision
Leave blue skies for our children Soichiro Honda (1966) Founder, Honda Motor Co.
Ltd.
It all started with a dream. Soichiro Honda envisioned creating mobility for everyone.
But he has always dream of a bright future with blue skies. For more than four decades,
Honda drivings force behind its constant innovations has always been the dream of
leaving blue skies for our children, a dream that Honda Cars Philippines, Inc. shares
and helps realize.
Environmental Vision: Realizing the joy and freedom of mobility and a sustainable
society where people can enjoy life

At each stage of its products' lifecycles (products, corporate activities), Honda aims
to
o Minimize the use of fossil fuel and resources newly recovered from the Earth
o Minimize environmental impacts, including greenhouse gas emissions.

Honda aims to reduce to zero greenhouse gas emissions from Honda products used
for mobility and in other areas of life.

From its early days, Honda has been implementing proactive measures to help solve
environmental challenges. While the need for action on a global scale only finally
became clear to all in the middle of the 1980's as strains on the environment started
becoming all too apparent, our efforts go all the way back to the 1960's when concerns
for air pollution first started to grow. As we continue our ongoing efforts, we have set for
ourselves clear numerical targets to help preserve our environment and strive to be 'a
company society wants to exist' through leadership in environmental and energy
technologies.

III.

Objectives of the Strategic Plan

IV.

Situation Analysis
a. SWOT Analysis

Diversified product portfolio

Huge investments in R&D
Strong brand image
Motorcycle market share in Asia

STRENGTH

Increasing fuel prices

Positive outlook for global motorcycle industry
Growing global demand for environmentally
friendly vehicles
Growth through acquisitions

Product recalls
Weak position in Europe automotive
market
Decreasing sales

WEAKNESS

Intense competition
Decreasing fuel prices
THREAT
Rising raw material prices
Natural disasters
Strong yen

OPPORTUNITI
ES

V.

Market Analysis

VI.

Analysis of Firms Current 4ps

VII.

Recommended 4ps and Tactical Plans

VIII.

Timeline and Budget

IX.

Appendix

http://www.hondaphil.com/corporate/Corporate-Message/#Corporate-Message
http://www.hondaphil.com/corporate/Environmental-Vision/