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The Sundiro Honda Motorcycle Marketing Case Study

Author: LiuPing
Tutor: CuiXun
School: Ocean University of China
Course: Business Administration
Keywords: motorcycle marketing competition marketing green marketing
CLC: F426.47
Type: Master's thesis
Year: 2010
Downloads: 107
Quote: 0
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Abstract


In recent years, the world motorcycle production is slow growth trend, this trend will continue. At present, China’s motorcycle industry has become the world’s first superpower, but we have not become the motorcycle production of power.Motorcycle market sales growth, low concentration and competitive products are causing internal competition. This is the main reason for the fierce unprecedented about motorcycle industry in future years. The motorcycle enterprise’s mass of products will obtain lower profits, plus the cost of vehicle industry surged, price competition is no longer the mainstream. And product differentiation, fine marketing competition' dissertation">marketing competition will gradually become the mainstream of motorcycle competition in the market. Now product competition has returned to the beginning and product technology competition has been highlighted. When the traditional speculation and blundering marketing mode begin to be out of place, specialized marketing way has become more and more popular.According to China’s motorcycle industry which is in dilemma conditions, many scholars from China concern to the destiny of the motorcycle by writing many articles, but most are static solo research from the direction of marketing, seldom looking for the development of new ideas via marketing aspects.The Sundiro Honda motorcycles sales company just do it with "customer first, all for the sake of custoners" as the guiding ideology. It makes Today motorcycles have a hit in Japanese market and supply fall short of demand by setting target markings and pinpointing the indications of interest in target markets and produing differentiated products to meet the need of internationalization.Therefore, in the commodity sale market, they must be accurate positioning to obtain the broader markets. So accurate positioning should be market-oriented, take consumer preferences and demand for target, notonly comply with the law of the country where sales market lies but also ensure the service of product quality, appearance, modelling, brand, service and so on in place, even reaching a high-profile standard.In addition, the new xindazhou Honda has also adopted the unusual marketing strategies, namely, through the green marketing, green management to attract customers, through experiential marketing to satisfy consumers’ curiosity and to enhance the consumers’ desire to buy, through the brand strategy to maintain their target market flourishing.using the experience marketing and green marketing combination method, In the one hand, protecting dhe environment, in the another hand exploiting the market. Based on the related theories of marketing, combined with the international marketing framework and marketing related discipline theory knowledge to the Sundiro Honda motorcycle’s industry successful marketing strategy, analyzing in detail the development of China’s motorcycle industry to provide a reference for the successful cases. This paper attempts to have advantage breakthrough from researching marketing and analyzing of the motorcycle industry with the typical cases of the Sundiro Honda motorcycles of the market competition advantage aspects in the future.

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