Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
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Abstract
In late 2005, Honda announced that in 2008, it would launch Acura, its highly successful brand in the US market, in Japan. By launching Acura, Honda plans to foray into the Japanese luxury car market that has been dominated by the US and European carmakers. However, analysts are sceptical about the success of Acura amidst intense competition in the Japanese car market and the loyalty to imported brands like BMW, Mercedes and Audi. The case study, while highlighting the competitive landscape of the luxury car market in Japan, offers scope to discuss Honda''s strategy to win a share in its domestic luxury car market.
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Abstract
In late 2005, Honda announced that in 2008, it would launch Acura, its highly successful brand in the US market, in Japan. By launching Acura, Honda plans to foray into the Japanese luxury car market that has been dominated by the US and European carmakers. However, analysts are sceptical about the success of Acura amidst intense competition in the Japanese car market and the loyalty to imported brands like BMW, Mercedes and Audi. The case study, while highlighting the competitive landscape of the luxury car market in Japan, offers scope to discuss Honda''s strategy to win a share in its domestic luxury car market.