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MANAGING RESEARCH- PROJECT

NEW PRODUCT AND PRESENTATION &
DEVELOPMENT MANAGING RESEARCH METHODS
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This report is belongs to Honda Sedan cars which is developed by HONDA
MOTORS, Japan for the South Asian countries which covers Indonesia,
Malaysia, Philippines and Thailand. The motto behind launch this car is in
those countries is to gain revenue and increase market share on these
countries. Before the launch of this car in the current segment Honda Motors
had done the market analysis and they knew the requirements of the market
and specification need. Honda Motors uses Porter·s 5 forces of model and
PESTELE analysis to know the market segment and needs of market in those
rising countries. Once Honda Motors had finished this research they conducted
complete NPD (New Product Development) research and on the bases of that
they conducted action plan for the same. For this survey Honda Motors
conducted primary survey method and collected data from the market. Honda
Motors conducted quantitative research with the help of statistical tools. With
the help of statistical tool they generated final data for the market scenario and
on the bases of that they come out with the best market strategy to promote
their new motor in current segment.


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With the change in time and global market, each organization has to be
upgrade and need to modify their products to reach the market demand. To be
a market leader each organization has to be initiative and has to be updated on
any point of time to gain competitive advantage. To fulfill that condition each
organization need to be updated and for that each organization has to do
market research by using appropriate statistical method. This research is
limited to south Asian countries (Indonesia, Malaysia, Philippines and
Thailand) for new developed car segmentation.

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This is the process which is based upon a market research and purely based
on statistical quantitative research, which helps to know the market condition
and situations. This is the systematic process which is start with process of
collecting data followed by storing and finally analyzing the data about
customers, competitors and market. After this process the product plan has
been developed on the bases of this analyzed data which covers market
structure and proper research methodology. This report contains product plan
for the Honda Sedan in the current car segments in mentioned countries.

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Honda Motors was founded in the year 1948 by Mr. Soichiro Honda and Takeo
Fujisawa at Japan. The head quarter of the company is situated at Tokyo,
Japan. It was registered as public company at TYO and NYSE stock exchange.
Honda motors started with two wheeler segments and right now it developed in
many branches like, Automotive, Aviation product, automobiles, motor cars, jet
engine, electrical generators and robotics. With this success Honda Motors are
leading and Mr. Satoshi Aoki and Takanobu Ito are Current chairman and CEO
respectively who runs this organization and taking this organization at new
horizon. Currently Honda Motors are world·s largest motorcycle manufacturing
company in the world. According to annual report of year 2009 which is
published by Honda Motors they are sixth largest automaker in the world and
fourth largest in the US. They also mention $120.27bn revenue with $1.39bn
net profit. The asset of the organization has assets worth $124.98bn and holds
equity worth $40.6bn. The employee base of this corporation is 181,876
worldwide. They also have subsidiary product named The Acura and The
Honda Aircraft. ë




 

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 Honda also works as a name of PT.
Honda Prospect Motors with capital of $7mn in Indonesia. In Malaysia they
also work in partnership with DRBHICOM and known as Honda Malaysia Sdn
Bhd. That partnership has been awarded by ´Highest Customer Satisfactionµ in
Malaysia in the year Nov., 2000. (By: about us (Honda site)). In Thailand,
Honda Motors works as a Honda Automobile (Thailand) Co. Ltd since 1983. It
manufactures automobiles for domestic as well as for export purpose. In the

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year 1990, Honda Motors started its business under the name of Honda Cars
Philippines Inc. in Philippines but started production after two years in the
year 1992. Currently production capacity in that unit is 15,000units per
annum. (Source by: hondaphil.com in investors information) on above
countries Honda Motors have a good grip over the market. Appendix A
mentions the organizational structure of Honda Motors. Honda motors have
been awarded by ´the Greenest automakerµ by UCS ë



 




for five successive years. That award is supported to spread business
in the mentioned countries due to those countries are promoting ´eco-friendlyµ
cars. This organization is also leading in technology and innovation. Appendix
B mentions that organization structure for the same.

This report is projected on new development for Honda Corporation Japan. It is

based on developing a new car for South Asian Countries which mentions
above. This report is an attempt to analyze new development of compact and
hybrid cars on those countries. It also covers the complete market research for
the same.

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NPD is the process which helps organization for design to develop, test and
viability consideration for new products. It also ensure that survival and
growth for the organization. Due to current environmental changes it is
necessary to make eco-friendly products and Honda Motors are leading on that
area. It also helps to achieve the highest customer satisfaction on those
countries. It also supports new technical changes for green environment and
value money for the customers. Due to change in technology each organization
has to be upgrade its product to stay in competitive market and NPD is the
essential part for gain the market and technological changes. It also provides
competitive advantage to the company.

Honda Motors are launching the new car on those SE Asian countries with in
short time. The motto of launching this segment is to increase market share on
the following countries. The NPD and objectives of Honda Corporation Japan
for the new cars is as follows:

1.m Check accessibility of a new developing and fast growing market

2.m Compete with other motors for entry level in market segment
3.m Check the competitive moves by market
4.m Achieve greater long term growth
5.m To Increase market share and profitability

To achieve these objectives Honda Corporation Japan plans to launch a new

car in this segment and they planned for Honda Sedan. It is planned as per
market needs to achieve the market needs. The specification of Honda Sedan is
given in below table:

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DX/DX-VP
Engine Type In-Line 4-Cylinder
Engine Block/Cylinder Head Aluminum-Alloy
Displacement (cc) 1799
Horsepower @ rpm (SAE net) 140 @ 6300
Torque (lb-ft @ rpm) 128 @ 4300
Redline (rpm) 6800
Bore and Stroke (mm) 81 x 87.3
Compression Ratio 10.5:1
16-Valve SOHC i-
Valve Train
VTEC®
Front-Wheel Drive Standard
CARB Emissions Rating ULEV-2[1]
Direct Ignition System with Immobilizer Standard
100K +/- Miles No Scheduled Tune-
Standard
Ups[2]
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5-Speed Manual Transmission Standard
Unit-Body Construction Standard
MacPherson Strut Front Suspension Standard
Multi-Link Rear Suspension Standard
Stabilizer Bar (mm, front/rear) 24.2 / 10.0
Power-Assisted Rack-and-Pinion
Standard
Steering
Steering Wheel Turns, Lock-to-Lock 2.7
Steering Ratio 13.7
Turning Diameter, Curb-to-Curb (ft) 34.8

Power-Assisted Ventilated Front

10.3 / 7.9
Disc/Rear Drum Brakes (in, front/rear)








The average price of Honda Civic Sedan is RM 124,900 (OTR) in Malaysia.


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With the use of proper Analytics tool any organization can grow rapidly. In this
analysis the method which used is given below.

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Malaysia, Indonesia, Philippines and Thailand are Southeast Asian countries
and the members of ASAN (Association of Southeast Asian Nations). Total
population of these four Southeast Asian countries is approximately 432
millions. The Population, Area, GDP and GDP per capita of these countries are
shown in the below table.

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m 1,904,569 243.3 539.4 2329.4 599.2


m 329,847 28.3 191.5 6950.4 3311.7
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m 299,764 92.2 161.0 1747.8 921.0
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The above mentioned four countries have the major part of population of the
whole Southeast Asia. 66.2% population of the whole Southeast Asia lives in
these four countries which show the customer potential for the company. Over
80% population of these countries is high school graduate. These are
democratic countries and the major religion of these countries is Islam. Other
religions are Buddhism, Catholic and others. The political system that is
presidential system of these countries is almost same but all governments
encourage the foreign investments in the countries. These countries have
harmonies relations with each other·s and rest of the world. There are many
agreements like EU-ASEAN, US-ASEAN etch to promote the investment in the
ASEAN region. The governments work in public private partnership mode (PPP)
to encourage the foreign investors. The major part of the population is middle
income group in these countries. These countries have open market and
harmonies political relations with western countries and rest of the world. In
addition, there is no discrimination between domestic and foreign countries.
Even governments provide free industrial zones to attract foreign investors.
Moreover, these countries have ample source of electricity and water. As part of
the ASEAN these countries have close relations with each other. Prime aims of
the ASEAN are economic growth, protection of peace, social & cultural
development, protection of the peace, and stability of the region. Government
policies, like stimulus policies, scrap page schemes are positively motivating
the markets providing the advantage over others. For example, the Thai auto
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market has given a positive response for the tax incentives provided to the ´eco-
carsµ producers, by the government. Whereas, the three ASEAN auto-markets
(Indonesia, Thailand and Malaysia) have taken advantages of various schemes
provided by the governments to promote auto industry.
Bursa, M (Sep 2009). The political system of these countries because of ASEAN
is in the favour of foreign investment particularly in eco-friedly products. At
this point, Honda Corporation is a leading company to provide innovative and
´green productsµ.

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Despite the global recession Asian economy is recovering more faster than the
rest of the world. ´GDP and industrial production figures for emerging Asian
economies have shown an impressive bounce in the second quarter.µ-The
Economist (August 2009). The economy of Indonesia, Malaysia, Philippines and
Thailand is growing rapidly. Indonesia managed 5% increase and other regional
countries are expecting similar result. High growth rate, low cost, availability of
human and other sources and economic reform provide more competitive
advantage to these countries. According to Business Monitor International
(March 2008) ´the ASEAN region and the ASEAN Free Trade Agreement (AFTA)
have been instrumental in providing a basis for trade and cooperation between
not only the member states, but between divisions of the same company in
different countries.µ The primary goals of AFTA are to attract foreign
investment and to create the competitive edge. For Instance, the IMV project of
Toyota Corporation takes the input from different units throughout the
emerging markets for producing vehicles efficiently and cost-effectively. The
ASEAN Industrial Cooperation Scheme (AICO) impacts automotive trade. In
AICO program, the approved companies can get the benefit from the AFTA 0 to
5% preferential tariff rate, for approved items trading including raw material,
semi-finished goods, parts and completed vehicle. According to Business
Monitor International (March 2010) in 2009, Thailand exported 536000
vehicles out of 999,378 produced vehicles during the year. The country shows
8.1% GDP in 2009. Approximately 1800 automotive part suppliers are in
Thailand. World·s major automakers are available in the country. A forecast by
the TAIA shows that the domestic sale of vehicles in 2010 will grow up to
590,000 units with the increase of 7% year on year (Source: Ibid). The major
hold on market with 42% is in the hand of Toyota. Malaysia is at the highest
ASEAN country in car sale. 486,342 units were sold in 2009. According to MAA
(Malaysian Automotive Association) forecast the domestic sales in 2010 will be
544,260 units but the year on year increase will be 1.3% (Source: Ibid).
Malaysia has a native auto industry, an automotive component sector and good
R&D capability. In 2009 the Malaysian government developed a new National
Automotive Policy (NAP) that works to nourish the domestic industry in
collaboration with the foreign brands through open market. After Financial
Crisis 1997-98 the demand of vehicles increased sharply in 2003 and 2005.
But the weak points of the market are high fuel prices and interest rate. But in
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2008 vehicle sale was at lifetime high with 607,805 units which was dropped
by 20% in 2009 (Source: Business Monitor International, Feb. 2010).
In Indonesia there are less than 1 in 35 car owners in comparison with
Malaysia (1 in 14) and Thailand (1 in 7). So there is more potential for growth.
Presently the Indonesian government is working on the construction of the
roads and also offering incentives to the fuel efficient cars like Thailand.
Philippines have almost same type of economy which is very favorable for the
growth of the automobile industry. Moreover, these countries are enriched with
a range of natural resources like, Tin, Petroleum, Copper, Iron, Bauxite,
Timber, Natural gas, Rubber, Lead, Nickel, cobalt etc. which are very useful for
an auto industry. Above all, availability of efficient and low cost human
resources adds extra benefits. The transportation system of these countries is
also very advance and good. Several studies reveal that better infrastructure
particularly electricity and road transport drastically helped to reduce poverty
in these countries. However, there is good potential particularly for the
Japanese car makers. Because, Japanese companies have a strong hold on
these ASEAN markets. Thus, there is a green signal to Honda Corporation to
invest more into these countries.


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As per the population the majority of the people are Muslim in these countries.
In Malaysia and Indonesia Muslims are in majority. More than 85% population
of Indonesia belongs to Islam. The majority of population in Thailand belongs
to Buddhism. 30% population of Indonesia and Thailand live in urban areas,
and 40% of Philippines and 50% of Malaysian population live in urban area.
On the other hand, 90% population in Philippines is Christian. There is the
mix eastern and western in the urban areas of these countries. However, these
are multicultural countries. On the basis of population these are very dense
countries. The countries are political and cultural medley of various
communities, ethnic groups and nations. The society and culture of these
countries have an influence of India and China. In addition, influence of
colonialism can also be seen in these countries except Thailand. Thus, the
multicultural society will welcome to the new innovative products. (Source:
Social Anthropology of Southeast Asia (scribd.com))

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From technological point of view Indonesia, Philippines, Thailand and
Malaysia are in the top Asian countries after Japan, China and Korea. The
infrastructure of these countries is quite good. The roads, rail network and
Airports are of world class. Additionally, communication technology,
information technology and other highly advanced technology is available in
these countries. Because of open market almost all the technology which is
available worldwide exists in these countries. Above all, there are many natural
resources available in these countries which can be used by the companies.
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For example, rubber, petroleum products etc. For Honda there are many
opportunities available to harness the natural resources of the countries.

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The environment of these countries is almost same. Usually, the climate of
these countries remains hot and humid because of sea and rainfall. Thailand·s
comes in Mainland region whereas Malaysia and Indonesia come in Insular
Southeast Asia. Historically, there are many natural disasters were seen in
these countries like tsunami in Indonesia (near about 155000 people died on
26 may 2006). But Honda is already setup in these countries with its products.
So the new product will be as per the environment norms of the countries.
Above all, Honda is a innovative company famous for its eco-friendly products.


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ASEAN launched a latest industrial co-operation program named ASEAN
Industrial Cooperation Scheme (AICO). AICO program is created to develop. In
this program two ASEAN countries can make ¶AICO agreement·. The prime
benefit of this program is its tariff rates which are 0-5%. Other things are in
the hand of local governments. As the stated earlier, local governments are
already committed to provide benefits to the investing companies for their eco-
friendly products. The existence of Honda can take benefits of these schemes of
ASEAN and local governments. The aims of the ASEAN schemes are:

To increase industrial production and complementation

To increase ASEAN integration
To Increase ASEAN and non-ASEAN investments
To increased intra-ASEAN trade and economies of scale
To enhance technology base
To increase private sector participation
Honda is already setup in ASEAN countries. So the company can take
advantage of such schemes.

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Ethically, Honda Corporation is a strong company. Honda has developed
´Honda conduct guidelinesµ. In this guide lines they mentions:

Compliance (Respect of Law, Respect of company rules, Respect of social

norms)
Traffic safety
Environmental protection
Contribution to society
Management of information
Safety and Hygiene
No Discrimination
 

4 - http://www.aseansec.org/21861.htm
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5 - http://world.honda.com/CSR/pdf/CSR-06-10-Honda-Conduct-Guidelines.pdf
Protection of Privacy
Fair Business Transaction
Harmonies Relationship with Governmental Agencies
Valuable Communication (Source: Conduct Guidelines (world.honda.com))

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New entrance in establish market is very tough situation for any new
organization who is entering in established market. But with this entrance they
also bring new opportunities and new technologies. Honda motors also bring
green technology in South Asian countries (e.g.: Indonesia, Thailand, Malaysia
and Philippines). That helps Honda Motors to cover the SA countries. Ford,
Toyota, Suzuki, Tata, Vauxhall, Mitsubishi and BMW are already established
their market on this segment. As those countries are fast growing countries
they help to establish the business.

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Substitute products are also main competitive products which affects the sales
of new entrance products. Similarly Honda Motors had faced that problem.
Because when Honda Motors enters in SE Asian countries alternately products


are already available in that market (e.g.: innovative products provided by

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features, specifications and price levels and as the result Honda Civic Sedan
covers that market.





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Buyers are directly affect the market and segment. They prefer fewer prices,
good quality and more service after sales. Any company who can fulfill these
conditions that organization can gain the advantage in the competitive market.
Honda Motors had done that survey and successfully launched its Honda Civic
Sedan with all features. Honda Motors come with new innovation of Green
Concept which is promoted by those SE Asian countries.





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Supplier of row material can affect the market with their demand. They can
increase the price and decrease the quality. On that situation a company can
also gain demand of their products and can take advantage by their knowledge
and supplier are also like to merge with big brand so also they can gain their
business. SAP is also provides that option in MM (Material Management)
module. Honda Motors had implemented that module and as the result that
organization got competitive advantage amongst other competitors in the
situation of bargaining power is increased of suppliers.

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Once successfully enter in the market, the organization has to face
competitions with other competitors who are already established in market.
When Honda motors enters in SE Asian countries other car manufacturing
companies are already had been established on that segment like BMW and
Mercedes with premium segment, Mitsubishi with sport cars, TATA with
economy cars. After all that Honda Civic Sedan has been launched as a all
features.

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Develop this scenario of New Product Development into a Project which
includes milestones with dates.

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As a human being each human has a different stage of life similarly every
project has a life it is known as Project Life Cycle. It has four stage of life cycle.

1.m Concept and initiation

2.m Design and Development
3.m Implementation
4.m Commission and handover

On the bases of this concept any project can develop and get better existence in
market. The detailed information about this stages are mentioned below.

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As a Honda motors is already developed in European countries and now
they want to extend their business in SE Asian countries. But the
problem is much big organization is already established in these
countries. So A Honda motors have to develop new concept for cover the
market. So they come along with Green Car concept. They develop eco-
friendly car in middle class segment. That idea is based on research and
innovation. The objectives and vision of Honda motors is ´Striving to be a
company society wants to existµ. On bases of that they developed a
Honda Civic Sedan on medium range. The cost of this project near about
2.2$bn. To fulfill that project Honda motors has to be produce at least
15000 cars p.a. to reach at BEP (Break Even Point) and for profit and
good margin company need to be produce 30000 cars per year for this
segment.

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Honda motors developed Honda Civic Sedan on the bases of consumer·s
choice and demand. Consumer wants business look, lower price fuel
sufficient car for their personal use. Honda developed Sedan as per the
consumer·s requirement and also launched in Auto-expo. By that Auto-
expo they collected a feedback of Car users and also took opinions from
other car producers in same segments. That concept was tested on group
of customer who desire that kind of car.

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This Honda Civic Sedan was first launched in Vietnam during auto-expo
due to TAIA was forecasted the annual sale of car will suppose to reach
at 590,000 units during year 2010 which is higher than previous year. It
is neat about 7% higher than the previous year (source by: Ibid). On the
bases of that forecast Honda motors conducted a market survey and they
tried to know consumers need and greed. After knowing the need and
greed Honda motors launched its Civic Sedan on the same category.
They successfully implement the customer·s need and greed and as the
result the sale is increased and it also helps to establish in the SE Asian
markets.

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After successful testing and implementation phase, Honda motors
handover Honda Civic Sedan to the Marketing and Operation
Department for commercialization and launching in other SE Asian
countries to cover the market.

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Using an appropriate method of presentation, prepare an action plan for
completing the project of New Product Development. Your plan must include
Methods for Monitoring and Updating.

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Idea Generation Begin: October Team Leader (Pen, pads, paper etc.)
Idea Screening Complete: November Computers, internet,
Idea Testing transporation, application
Idea Selection Softwares (word, excel Etc.)
Cost & Benefit
Analysis Fianancial reports
Future projection



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Product Internet, Softwares
Development Begin: December Team Leader (autocad)
Prototype Complete: February Market analysis report
Market Testing
Project Officer
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Test Marketing Begining: April Team Leader Human resources, feedback
Feedback Complete: June Questionier




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This action plan will be monitored for any inconsistency. The quality of the
product as well as the process will be checked periodically. Honda motors
arranged timely meeting to arrange the monitoring for this project. The time
frame is more important for the finish the work in stipulated time.
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For research there are many techniques available in study like Descriptive,
relational, inductive, Deductive, Historical, Philosophical, Case studies,
Surveys etc. But for this research of Honda motors Survey technique is very
suitable for new entrance in market. Because with this method Honda motors
can reach to the end users and can know the need and greed of the consumers.
Moreover Honda motors can know the opinion and thinking method of

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consumers. With the method of questionnaire survey method we can collect
quantitative as well as qualitative data.

There are two three methods to collect the research data quantitative method,
qualitative research and empirical method.

In this research we are going to use quantitative and qualitative research. The
data for quantitative research by using secondary method through journals,
reference book and articles while the qualitative data is collected by
questionnaire survey method. By this method we can calculate percentage by
mathematical and statistical tools. This actual data is helps to understand the
opportunity of the market in SE Asian countries.

For quantitative research statistical techniques will be used. Three type of

category has been created for the same. E.g.: positive, neutral and negative.
Then percentage of these people will be calculated like 50% positive, 30%
neutral and 20% negative. There is a chance to convert neutral into the
positive.

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For developing a new product many sources are required, which are mentioned
below:

1.m Financial resources

2.m Human resources
3.m Physical resources
4.m Training and development resources
5.m Maintenance resources

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Once feasibility has been checked by primary survey then finance
research come in place. Finance department checks how much finance
they need for this new project. Without money project can·t be carry out
for a long. Finance is too much required for any kind of work. Once
finance has been settled then human resource came in picture. Also
finance is required for material, land, machinery, plant, information etc.

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Once finance has been finalized then HR comes in picture for start
organization. HR is establishing the entire procedure from manpower
management to end process. All projects are run by human power and
for effective manage the human power HR is required.

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Once HR is establish they start recruitment for different process. These
resources are required to carry out the project. Physical resources
carried out machinery, plant, land, building, equipments etc. which is
required to run the project and finish the project in stipulated time.

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Once recruitment done, all employees need to proper training for
successful process. If training is proper then employees can work proper
and as the result the organization gain the profit. But only training is not
enough to run organization efficiently but development is also required
as the same like training. Both are carrying same part of development
phase.

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Maintenance is constant running process in organization from begin to
end. If maintenance is proper then any organization can grow up. The
breakup chances are getting reduced. This is supportive resource for
organization. For example, parts, tools, facilities, funding, technical data,
test equipments etc. are covered in this research.

These all processes are required for Honda Motors to gain the business in SE
Asian countries as the Honda motors are starting new business on those
countries. Honda motors are come up with Honda Civic Sedan on those
countries so they need to do all research which mentions above.

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above mentioned research.

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When any organization check a feasibility for new product at that time
they also check how much finance will be needed at the point of start
new business. As per estimated finance organization arrange amount.
For that amount they are merging profit to new sector or they are taking
loans from banks or business industries.

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For starting new project first have to target internal job posting who are
capable for that. Once it done, organization can shift other employees to
new unit. By this way organization don·t need to train as they have
sufficient knowledge of the organization. Once that process is over
organization can higher from external people. For running unit
successfully they also need local person who can interact in domestic
market. For that process they can publish advertisement in regional
media. They also contact placement agencies for better qualified and


experienced staff.
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Physical needs like land, building, plant, machineries they can contact
local domestic supplier which helps to reduce transportation and import
cost to the organization. They can also take machineries on lease or on
contract for start a new organization.

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Once the organization finished its IJP (internal job posting) then it is very
easy to train them as per new condition. But when they are hiring from
outside means the external jobs they need to give proper training to the
new hiring people. So they can understand the organization and the
demand of job profile. Once training has been finished the developing
part comes in picture. Developing is constant process during entire life
cycle of production and employers.

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It is very important to maintain the current tools and machineries. If
organization is success to maintain that the breakdown ratio is decrease.
As the result production is getting never stopped and it indirectly affects
the market. If the maintenance is proper then the customer satisfaction
ratio is getting high and as the result the organization can achieve the
market needs.

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There are many tools and techniques are available to develop marketing
strategy. Amongst them the following two tools are used to develop Honda Civic
Sedan.

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For marketing prospect 4Ps are very important for any organization. The 4Ps
are Place, Product, Promotion and Price. With the help of these 4Ps any
organization can achieve the goal of they need.

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m Selection of proper place is very important for any
organization for selling their products. For selling the cars in new range they
need distribution agencies. Organization also need ware house to store ready
goods and also this ware house is to be needed near manufacturing unit. All
the products have to be distributed from the ware house as per the demand. As
the Honda motors are already had started their units on those countries, also
they have wide range of products on those countries. So they can easily launch
Honda Civic Sedan on those countries in existing range. Honda motors also
developed the eco-friendly car so Government of those countries also supports
that product. That is the advantage for Honda motors. m

 m %

 
 A Honda motor is a very strong name in automobile
 

industries. Honda motors are coming along with various ranges of products.
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They are leaders in innovation. They used umbrella branding method for
technologies. For Honda Civic Sedan they developed wooden look dash board,
leather seat cover, six speakers, auto arranged mirrors which attract the
customers a lot. They also provide option of dual fuel system that means they
also provide diesel engine along with electric option which reduce the pollution.
This is the milestone for Honda motors which increase the sales of the
organization.


 m %
 
m Honda Civic Sedan is promoted by their local source
which was promoting other Honda brands. Initially they had launched before
Eid in Malaysia and Indonesia and before Christmas in Thailand and
Philippines. They also arranged the events to launch the car in existing
segment. They also promoted their car with audio visual media.


m %
 
 Honda Civic Sedan was launched with fewer prices with
competitive advantage on same market segment. The close competitor of Civic
Sedan is Toyota·s Yaris car which contains same features. The competitive
advantage is Yaris provides 2years service while Honda Civic Sedan is
providing 3 years full service. That attracts consumers more.

J
m
/m
It is very helpful to create a market strategy. Honda motors follows the
following strategy for develop the market. They launched new product in
existing market hence the risk is became a medium for the products. Also
Honda motors launched the eco friendly car so the advantage of eco friendly is
also gives benefits due to Govt. of SE Asian countries are prefer and promote
that products.

' 
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The figure which mentioned in above page it gives idea and easy understanding
for Ansoff strategy.

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m&,mm
m
Progress Monitoring and Evaluation:

T
m&,m
As the result of analysis task 1, what were the findings according to the SE
Asian market needs?
0 
 as per the study of Honda Motors the following findings are as,

1.m There are potential growths on SE Asian countries due to those countries
are developing countries.
2.m They are more emphasis on eco-friendly products so that is better option
to launch eco friendly cars over there.
3.m As the price of fuel are increasing every automobile sector need to find
alternate source which derives new technology
4.m Adequate the human resource ability to the industry.

T
m&, m* 

 m
ASEAN countries are currently on development phase to it is better to launch
the new product which is also promoted by ASEAN Govt. that gives an
advantage to cover the market. There are need to develop the products which
also helps to nature in terms of carbon emission. Also it gives the advantage in
terms of finance to the organization. If any organization is success to fulfill the
demand of Govt. that organization also get subsidies and other benefits from
Govt. There is a need of researcher who helps to optimize the use of natural
resource.

 

 
For developing a new product, service, process or anything to test in the
market; market research is required. After completing the finishing the entire
task we come to know about the importance and implementation of research
and research methodologies. For successfully finish the task or research a good
and responsible team is required who can dedicate to the work.

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m
* 

m
1.m Bursa, M (Sep 2009) ´& (&)

* 
 


+ Just Auto, p.1

2.m Business Monitor International (26 March 2008) Commercial Segment

Key Driver of Asian Growth, p. 5

3.m The Economist (15 Aug 2009) On the Rebound, Vol. 392, Issue 8644, pp.
69 72
4.m Lilien, G. L., Kotler, P., Moorthy, K.S. (1992) Marketing Models, NJ:
Prentice-Hall International




hm

|m http://eurosoutheastasia-
ict.org/files/2010/03/NewBusinessOpportunitiesForEUInASEANarea.pd
f
"m http://www.prb.org/pdf09/09wpds_eng.pdf
m http://web.nso.go.th/pop2000/prelim_e.htm
*m http://world.honda.com/profile/overview/
üm http://www.honda-indonesia.com/company%20profile.php
m http://www.honda.com.my/abouthonda/aboutus/
$m http://www.hondaphil.com/ver2/ourcompany.php
m http://world.honda.com/profile/organization/
%m http://www.nationmaster.com/graph/eco_gro_nat_inc_percap-gross-
national-income-per-capita
|m http://www.aseansec.org/6402.htm

 
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