GENERAL REVIEW OF AUTOMOBILE SECTOR IN INDIA

The Automobile sector is one of the fastest growing manufacturing sectors in India. In the 90s the industry witnessed an average growth rate of above 20 percent. Indian Automobile Industry is characterized by a very high percentage (75 per cent) of two wheeler production, ranking second only to Taiwan. The world leaders in the sector are evincing keen interest in establishing manufacturing facilities for manufacturing and assembling components. The interest of the state has been duly noted by Global Auto Majors, who have indicated their interest to consider Andhra Pradesh for establishing manufacturing facility. The Government is also formulating an Auto Policy, which would give a proper direction to the growth of the sector.

INDUSTRY SCENARIO

HERO HONDA

Motorbikes

75% market share

BAJAJ AUTO LML TVS

Motorbikes Scooter Motorbikes

25% market share 05% market share 15% market share

YAMAHA

Motorbikes

15% market share

ENFIELD

Motorbikes

10% market share

INTRODUCTION TO THE COMPANY

Honda Motor Company, Ltd. is a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Honda has been the world's largest motorcycle manufacturer since 1959, 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.

MOTORCYCLES Honda is the largest motorcycle manufacturer in Japan and has been since it started production in 1955. At its peak in 1982, Honda manufactured almost 3 million motorcycles annually. By 2006 this figure had reduced to around 550,000 but was still higher than its three domestic competitors.

HONDA BIKES AND SCOOTERS Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), the fully owned subsidiary of Honda Motor Company of Japan. Honda Company came to the Indian shores in 2004 with the launch of the sleek Honda Unicorn. Honda followed up its success with motorbikes by groundbreaking scooters like the Honda Activa, which has owners all over the country beaming with pride and pleasure.

HONDA MOTOR CYCLES

HONDA UNICORN
Unicorn (Spoke Wheel) Alloy Wheel Honda Unicorn (Spoke Wheel) is the first motorcycle developed by Honda Motorcycle and Scooters India Pvt. Ltd.

HONDA ETERNO

HONDA DIO

ACTIVA

WHAT IS MARKETING STRATEGY OF HONDA

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal.

PROMOTION
Below the Line Promotion Above The Line Promotion

CONSUMER BEHAVIOUR TOWARDS HONDA PRODUCTS

SUCCESS FACTORS
Access to essential unique resources Ability to achieve economies of scale Access to distribution channels Technological progress

CONSUMER MARKETS
Two-wheelers
RESEARCH & DEVELOPMENT
Technology leadership is the first step towards market leadership. Recognizing this, Honda motors have over the years built a completely integrated R&D center at Japan. With staff strength of over 300 engineers, this world class center is equipped with state of- the art facilities encompassing engine and vehicle design and testing, analysis, component testing, electrical and electronics laboratory materials laboratory and Trail manufacture.

COMPETITORS OF HONDA
YAMAHA
TVS VICTOR

HERO