Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 19 pages
Data source: Published sources
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Abstract
The case discusses the marketing strategies of Japan-based Honda Motor Company Limited (HMCL) in India. Though HMCL had entered India way back in 1984 by entering into joint ventures with leading two-wheeler companies, the company established its wholly-owned subsidiary - Honda Motorcycle and Scooters India Limited (HMSI) in October 1999. Within a couple of years after the launch of its successful products including Activa, Dio and Eterno, HMSI had emerged as the largest scooter company in India. The case describes in detail the product, pricing, distribution and promotional strategies of HMSI. It briefs the challenges faced by the company and its recent foray in the motorcycles business in India. The case also includes a brief note on the Indian two-wheeler industry describing the leading players and their marketing strategies. The case is structured to enable students to: (1) understand the competitive landscape in the Indian two-wheeler industry and study the marketing strategies of Honda in particular; (2) study the entry strategies of two-wheeler manufacturers in India; (3) examine and analyse the marketing mix of Honda Motors; and (4) compare and contrast the marketing strategy of Honda with other leading players in the Indian two- wheeler industry including Bajaj Auto and Hero Honda Motors. The case is intended for MBA/PGDBM level students as part of international marketing curriculum.
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Abstract
The case discusses the marketing strategies of Japan-based Honda Motor Company Limited (HMCL) in India. Though HMCL had entered India way back in 1984 by entering into joint ventures with leading two-wheeler companies, the company established its wholly-owned subsidiary - Honda Motorcycle and Scooters India Limited (HMSI) in October 1999. Within a couple of years after the launch of its successful products including Activa, Dio and Eterno, HMSI had emerged as the largest scooter company in India. The case describes in detail the product, pricing, distribution and promotional strategies of HMSI. It briefs the challenges faced by the company and its recent foray in the motorcycles business in India. The case also includes a brief note on the Indian two-wheeler industry describing the leading players and their marketing strategies. The case is structured to enable students to: (1) understand the competitive landscape in the Indian two-wheeler industry and study the marketing strategies of Honda in particular; (2) study the entry strategies of two-wheeler manufacturers in India; (3) examine and analyse the marketing mix of Honda Motors; and (4) compare and contrast the marketing strategy of Honda with other leading players in the Indian two- wheeler industry including Bajaj Auto and Hero Honda Motors. The case is intended for MBA/PGDBM level students as part of international marketing curriculum.