SUMMER TRAINING REPORT

ON
HONDA CAPITAL CARS LTD.

MARKETING STRATEGIES
SUBMITTED IN THE PARTIAL FULFILLMENT
OF THE REQUIREMENT OF DEGREE IN
MASTER OF BUSINESS ADMINISTRATION
FROM I.P. UNIVERSITY, NEW DELHI

Session : 2017-19

SUBMITTED TO SUBMITTED BY
…………………………… KANUPRIYA NAGAR
[SUPERVISOR] MBA 3RD SEM.
Roll No. 02517003917
 PREFACE

As a part of course curriculum of Master of Business Administration we were asked to

undergo research report in any organisation so as to give us exposure to practical
management to get us familiar with various activities taking place in the organization.

I have put my sincere efforts to accomplish my objectives within the stipulated time.
Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my
optimum potential to achieve desired goals. Being neophytes in the highly competitive
world of business. I came across some difficulties to make my objective a reality.
Anyhow with the kind of help and genuine interest and the guidance of my supervisor. I
am presenting this hand carved effort. I tried my level best to conduct a research to gain a
thorough knowledge about the project on topic, “Study of Marketing Strategies of Honda
Capital Cars Ltd.”. I put the best of my efforts and have also tried to be justice with
available. If anywhere something is found unacceptable or unnecessary to the theme; you
are welcomed with your valuable suggestions.
 ACKNOWLEDGEMENT

I would like to thank Honda Capital Cars Ltd., for constant guidance to conduct the
present arduous project and untiring cooperation which they extended to me throughout
the duration of my summer training.

Getting a project ready requires the work and effort of many people. I would like all those
who have contributed in completing this project. First of all, I would like to send my
sincere thanks to for his helpful hand in the completion of my project.

I would like to take an opportunity to thank all the people who helped me in collecting
necessary information and making of the report. I am grateful to all of them for their
time, energy and wisdom.

[KANUPRIYA NAGAR]
 TABLE OF CONTENTS

1. COMPANY PROFILE

2. INTRODUCTION OF THE TOPIC

3. OBJECTIVE OF STUDY

SCOPE OF STUDY

LIMITATIONS OF STUDY

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS & INTERPRETATIONS

6. FINDING OF THE STUDY

7. CONCLUSION & SUGGESTIONS

ANNEXURE

o QUESTIONNAIRE

o BIBLIOGRAPHY
 CHAPTER – 1

COMPANY PROFILE
 INDUSTRY PROFILE

Over a period of more than two decades the Indian Automobile industry has been driving
its own growth through phases. The entry of Suzuki Corporation in Indian passenger car
manufacturing is often pointed as the first sign of India turning to a market economy.
Since then the automobile sector witnessed rapid growth year after year. By late-90's the
industry reached self reliance in engine and component manufacturing from the status of
large scale importer.

With comparatively higher rate of economic growth rate index against that of great global
powers, India has become a hub of domestic and exports business. The automobile sector
has been contributing its share to the shining economic performance of India in the recent
years.

With the Indian middle class earning higher per capita income, more people are ready to
own private vehicles including cars and two-wheelers. Product movements and manned
services have boosted in the sales of medium and sized commercial vehicles for
passenger and goods transport. Side by side with fresh vehicle sales growth, the
automotive components sector has witnessed big growth. The domestic auto components
consumption has crossed rupees 9000 crores and an export of one half size of this figure.
Overview Of Automobile Industry

The Indian automobile industry is going through a technological change where each
firm is engaged in changing its processes and technologies to sustain the competitive
advantage and provide customers with the optimized products and services. Starting from
the two wheelers, trucks, and tractors to the multi utility vehicles, commercial vehicles
and the luxury vehicles, the Indian automobile industry has achieved tremendous amount
of success in the recent years.
As per Society of Indian Automobile Manufacturers (SIAM) the market
share of each segment of the industry is as follows :.

The market shares of the segments of the automobile industry

Category Wise Market Share 2016-17

The automobile industry had a growth of 15.4 % during April-January 2013, with the
average annual growth of 10-15% over the last decade or so. With the incremental
investment of $35 - 40 billion, the growth is expected to double in the next 10 years.
Consistent growth and dedication have made the Indian automobile industry the second
largest tractor and two-wheeler manufacturer in the world. It is also the fifth-largest
commercial vehicle manufacturer in the world. The Indian automobile market is among
the largest in Asia.

The key players like Hindustan Motors, Maruti Udyog, Fiat India Private Ltd, Tata
Motors, Bajaj Motors, Hero Motors, Ashok Leyland, Mahindra & Mahindra have been
dominating the vehicle industry. A few of the foreign players like Toyota Kirloskar Motor
Ltd., Skoda India Private Ltd., Honda Siel Cars India Ltd. have also entered the market
and have catered to the customers’ needs to a large extent.

Not only the Indian companies but also the international car manufacturing companies
are focusing on compact cars to be delivered in the Indian market at a much smaller
price. Moreover, the automobile companies are coming up with financial schemes such as
easy EMI repayment systems to boost sales.

There have been exhibitions like Auto-expo at Pragati Maidan, New Delhi to share the
technological advancements. Besides, there are many new projects coming up in the
automobile industry leading to the growth of the sector.

The Government of India has liberalized the foreign exchange and equity regulations and
has also reduced the tariff on imports, contributing significantly to the growth of the
sector. Having firmly established its presence in the domestic markets, the Indian
automobile sector is now penetrating the international arena. Vehicle exports from India
are at their highest levels. The leaders of the Indian automobile sector, such as Tata
Motors, Maruti and Mahindra and Mahindra are leading the exports to Europe, Middle
East and African and Asian markets.

The Ministry of Heavy Industries has released the Automotive Plan 2006-2016, with the
motive of making India the most popular manufacturing hub for automobiles and its
components in Asia. The plan focuses on the removal of all the bottlenecks that are
inhibiting its growth in the domestic as well as international arena.

Top Ten Players in Indian Automobile Sector

The domestic players as well as the foreign players dominate the Indian automobile
sector.
The key players contributing to the growth of the sector are discussed below.

Top Ten Players in Indian Automobile Sector

 Maruti Suzuki India

 Honda Siel Cars India Limited
 Hero Motors Limited
 Tata Group
 Bajaj Auto Limited
 Mahindra Group
 Yamaha Motor India
 Hyundai Motors India Limited
 Toyota Kirloskar Motor Private Limited
 COMPANY PROFILE

The history of the Honda Motor Company began with the vision of one man -
Soichiro Honda. His dream was personal mobility for everyone.

Soichiro Honda founded the Honda Motor Company in 1948. In the same year, he
designed and engineered the first product of this company - a 50 cc motorised bike on
a bicycle frame - in his small shed at Hamamatsu.

First car made by soichiro honda

Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint
venture between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram
Group company, with a commitment to providing Honda’s latest passenger car models
and technologies, to the Indian customers. The Honda City, its first offering introduced in
1997, revolutionized the Indian passenger car market and has ever since been recognized
as an engineering marvel in the Indian automobile industry. The success of City as well
as all its other models has led HSCI to become the leading premium car manufacturer in
India. The total investment made by the company in India up till 2013 is Rs. 1620 crores,
further investment of RS. 1000 crore is planned and being currently invested for the
coming second plant in Rajasthan. The company has a capacity of manufacturing 100,000
cars.

HSCI’s state-of-the-art manufacturing unit was set up in 1997 at Greater Noida, U.P with
an investment of Rs. 450 crore. The green-field project is spread across 150 acres of land
(over 6,00,000 sq. m.). The initial installed capacity of the plant was 30,000 cars per
annum, which was thereafter increased to 50,000 cars on a two-shift basis. The capacity
has further been enhanced to 1,00,000 units annually in February 2013 . The capacity
expansion was necessitated by the excellent performance of all the Honda models,
particularly the growing demand for City in India. Several modifications were done by
the company with the objective of offering higher quality products to its customers, faster
and quicker. The expansion process also included expansion of the covered area in the
plant, from 1,07,000 sq. m. to 1,31,794 sq. m.

HSCI currently produces the All New City, Civic and Accord models in India and the
premium SUV, CR-V is sold as a fully imported unit from Japan. The company operates
under the stringent standards of ISO 9001 for quality management and ISO 14001 for
environment management.
HEADQUATERS:- Japan Nichome Minami Aoyama, Minato, Tokyo
IN INDIA :- Greater noida,U.P

ASSEMBLY PLANTS

NAME LOCATION PRODUCTS OPENED

Dongfeng Honda Wuhan, China Honda CRV 2011

Automobile Honda Civic
Company Honda Spirior

East Liberty Auto East Liberty, Ohio, Honda Civic 1989

Plant USA Honda Civic (GX
NGV)
Honda CR-V (from
September 2006)
Honda Element

Guangqi Honda Guangzhou, China Honda Accord 1998

Honda City
Honda Fit
Honda Odyssey

Honda Atlas Cars Lahore, Pakistan Honda Accord 1992

Pakistan Honda City
Honda Civic
Honda CR-V

Honda of Canada Alliston, Ontario, Acura ZDX 1986

Manufacturing Canada Acura MDX
Honda Civic
Acura CSX
Honda Greensburg, Honda Civic 2008
Manufacturing of Indiana, USA
Indiana

Honda Lincoln, Alabama, Honda Odyssey November 16, 2001

Manufacturing of USA Honda Pilot
Alabama Honda Ridgeline
Honda J engine

Marysville Auto Marysville, Ohio, Honda Accord 1982

Plant USA Acura TL
Acura RDX
motorcycles
(Honda Gold
Wing)

Honda UK auto Swindon, England Honda Civic 1992

plant Honda CRV

Honda Hamamatsu, cars, motorcycles,

Hamamatsu Japan engines
Factory

Honda Belgium Ghent, Belgium motorcycles

Honda Amazonas Manaus, motorcycles 1976

Motorcycle Amazonas, Brazil

Honda Brazil Indaiatuba, Sao Honda Civic 1997

Automobile Paulo, Brazil Honda Fit

Honda New Nelson, New Honda City(1st 1965

Zealand Zealand gen)
Honda Civic

Honda Indonesia Karawang, Honda Fit

 Indonesia

Honda Siel Cars Greater Noida, Honda Jazz 1995

India Uttar Pradesh, Honda Civic
India Honda Accord
Honda CRV

Honda Thailand Ayutthaya, Honda Fit 2000

Thailand

Honda Japan Suzuka, Mie, Honda Fit

Japan Honda Accord
Honda City
Honda Fit
Honda Odyssey
Honda CR-V

Honda Turkey Turkey cars 1992

HONDA CAR MODEL

HONDA JAZZ

HONDA CITY

HONDA ACCORD
 HONDA CIVIC

HONDA FIT

SPORTS UTILITY VEHICLES(SUV’S)

HONDA Odyssey
 HONDA CR-V

HONDA TRUCKS

HONDA RIDGELINE

HONDA PICKUP
 OVERVIEW
Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual"
and "The Three Joys" — commonly expressed as The Joy of Buying, The Joy of Selling
and The Joy of Creating. "Respect for the Individual" reflects our desire to respect the
unique character and ability of each individual person, trusting each other as equal
partners in order to do our best in every situation. Based on this, "The Three Joys"
expresses our belief and desire that each person working in, or coming into contact with
our company, directly or through or products, should share a sense of joy through that
experience.
In line with these basic principles, since its establishment in 1948, Honda has remained
on the leading edge by creating new value and providing products of the highest quality
at a reasonable price, for worldwide customer satisfaction. In addition, the Company has
conducted its activities with a commitment to protecting the environment and enhancing
safety in a mobile society.

The Company has grown to become the world's largest motorcycle manufacturer and one
of the leading automakers. With a global network of 501* subsidiaries and affiliates
accounted for under the equity method, Honda develops, manufactures and markets a
wide variety of products, ranging from small general-purpose engines and scooters to
specialty sports cars, to earn the Company an outstanding reputation from customers
worldwide.

Honda is constantly involved in technological research and development aimed at helping

people in the future, as well as advancing current product development. These
technologies range from new materials and new sources of energy, to new powertrains for
maximum driving pleasure and minimum eco-impact, to new work in decoding the rice
genome for various applications. In cooperation with the Research Institute for
Innovative Technology for the Earth (RITE), Honda is striving to produce ethanol from
cellulosic biomass, a promising, secure supply of environmentally responsible alternative
fuel.

In 2008, Honda released a walking assist device* that helps support the body weight of
persons weakened by aging or other physical conditions, yet who are seeking to remain
active. Employing know-how gathered through human walking research and the
development of ASIMO, Honda created these devices to help more people continue to
experience the joy of independent mobility.

Honda's "dreaming skyward" perspective recently led to development of the HondaJet

light jet. In response to orders from customers worldwide, Honda plans to deliver the
HondaJet from 2012 in the U.S. After this, Honda will expand its sales in the European
region and then beyond. Honda always aims higher -- creating new value that meets each
country's needs, bringing products speedily to market, and constantly enhancing Honda's
safety and environmental performance.
 MANAGERIAL INFORMATION

Directors

Takanobu Ito Koichi Kondo

President and Chief Executive Vice President and

Executive Officer Representative Director

Senior Managing
Director

Tetsuo Iwamura Shigeru Takagi Akio Hamada Tatsuhiro Oyama

Corporate Auditors

Full-time Toru Onda Hideki Okada

Koukei Higuchi Advisor of the Board of Tokio Marine & Nichido

Fire Insurance Co., Ltd.

Fumihiko Saito Representative of the Saito Law

Office

Yuji Matsuda President and Director of Mitsubishi UFJ

Trust Investment Technology Institute
Co., Ltd

Operating Officers
Suguru Kanazawa Executive Vice President and Director of
Honda Motor Europe Limited
President and Director of Honda of the
U.K. Manufacturing Ltd.

Hidenobu Iwata President and Director of Honda of

America Mfg., Inc.

Manabu Nishimae CIS countries, the Middle & Near East

and Africa for Regional Operations
(Europe, the Middle & Near East and
Africa)
Koichi Fukuo Quality, Certification & Regulation Compliance

Masahiro Takedagawa President and Director of Honda Canada Inc.

Yoshiyuki Matsumoto General Manager of Suzuka Factory of

Production Operations

Eiji Okawara President and Director of Honda Engineering

Co., Ltd.

Ko Katayama General Manager of Saitama Factory of

Production Operations

Takashi Nagai President and Director of Honda Siel Cars India

Limited
President and Director of Honda Motor India
Private Ltd.

Katsushi Watanabe General Manager of Kumamoto Factory of

Production Operations
Toshiaki Mikoshiba President and Director of Honda Motor RUS LLC

Yoshi Yamane Production Operations

Production for Regional Operations (China)

Takashi Sekiguchi Executive Vice President and Director of

American Honda Motor Co., Inc.

Takahiro Hachigo General Manager of Automobile Purchasing

Division 2 in Purchasing Operations

Hiroshi Sasamoto Manufacturing of Honda Canada Inc.

Chitoshi Yokota Automobile Products for Automobile Operations

Michimasa Fujino President and Director of Honda Aircraft

Company, Inc.
 CORPORATE DATA

Company Name

Honda Motor Co., Ltd

Head Office

1-1, 2-chome, Minami-Aoyama, Minato-ku, Tokyo 107-8556, Japan

Tel: +81-(0)3-3423-1111

Established

September 24, 1948

President & CEO

Takanobu Ito

Capital

¥86 billion (as of March 31, 2009)

Sales (Results of fiscal 2008)

Consolidated: ¥10,011,241 million

Unconsolidated: ¥3,404,554 million

Total number of employees

Consolidated: 181,876 (as of March 31, 2009)
Unconsolidated: 26,471 (as of March 31, 2009)

Consolidated subsidiaries

396 subsidiaries (as of March 31, 2009)

Chief Products

Motorcycles, automobiles, power products

Guided by Honda Philosophy, Honda has expanded its business globally based on the
pursuit of new dreams and the determination to make them come true. Through these
efforts, we have shared a “joy” and established a trust with customers and society around
the world. In order to further advance our global business in each region, every Honda
associate in various countries around the world needs to share a common value at Honda
and become even more self-reliant. The “Honda Conduct Guideline” represents the
important values that have guided our actions to date. With each one of us sharing these
values, we will be able to further gain the trust of our customers and society, helping
Honda strengthen our position as “a company that society will want to exist.”
 GUIDING PRINCIPLES

 Honor the language and spirit of the law of every nation and undertake open and
fair corporate activities to be a good corporate citizen of the world.

 Respect the culture and customs of every nation and contribute to economic and
social development through corporate activities in the communities.

 Dedicate ourselves to providing clean and safe products and to enhancing the
quality of life everywhere through all our activities.

 Create and develop advanced technologies and provide outstanding products and
services that fulfill the needs of customers worldwide.

 Foster a corporate culture that enhances individual creativity and teamwork

value, while honoring mutual trust and respect between labor and management.

 Pursue growth in harmony with the global community through innovative

management.

 Work with business partners in research and creation to achieve stable, long-term
growth and mutual benefits, while keeping ourselves open to new partnerships.
 PERCEPTS

 Be contributive to the development and welfare of the country by working

together, regardless of position, in faithfully fulfilling your duties.

 Be at the vanguard of the times through endless creativity, inquisitiveness and

pursuit of improvement.

 Be practical and avoid frivolity.

 Be kind and generous; strive to create a warm, homelike atmosphere.

 Be reverent, and show gratitude for things great and small in thought and deed.
 Compliance

Respect for the Law Proper understanding of the law we will understand and abide by the
letter as well as the spirit of applicable laws, stay informed of any revisions to the law
and take the necessary course of action.

What to do in case of unclear interpretation whenever there is a doubt or unclear

interpretation of the law, we will consult with the legal department, government bodies
and/or outside experts.

What to do if the law has been violated whenever a violation of the law or the risk of
such an occurrence is noticed, we will immediately report to or consult with the
supervisor or the legal department, or make a proposal to the Business Ethics Proposal
line.

Report/notification to government agencies

we will properly make reports/notifications to government agencies as required by law.

Respect for Company Rules proper understanding of company rules.

We will understand and abide by the letter as well as the spirit of related company rules,
stay informed of any revisions and take the necessary courses of action what to do in case
of unclear interpretation

Whenever there is a doubt or unclear interpretation of a company rule, we will consult

with the department that created the rule to confirm proper understanding
What to do if rules have been violated

Whenever a violation of a company rule or the risk of such an occurrence is noticed, we

will report to or consult with the supervisor or make a proposal to the Business Ethics
Proposal Line.

Traffic Safety

In order for Honda to be a leader in traffic safety, we will abide by traffic rules and drive
safely.

Environmental Protection

To help Honda actively promote environmental protection, we will proactively seek the
means to protect the environment.

Proper processing of waste and pollutants

we will strive to minimize and properly process waste and pollutants at each step of our
activities, in development, production, logistics, sales, service, and, ultimately, disposal.

GROWTH
In the past several years, consumer preference has quickly shifted toward smaller sized
vehicles in every automobile market around the world due to increasing environmental
awareness on a global basis, as well as the structural changes that happened to the global
economy. Honda must quickly respond to such changes in the times to achieve further
growth and expansion in the future.

Our highest management priority is to establish a corporate structure that ensures a profit
while we develop and commercialize advanced environmental technologies, strengthen
our business in emerging markets and take prompt action to respond to the market shift
toward small-sized vehicles.

Especially, as we are in the midst of a difficult business environment, nothing is more

important than going back to Honda’s basic principle, that is, to see things from the
customer’s view point, and continue offering products that please our customers.

Based on this understanding, Honda’s “Direction for the next 10 years” was set. What I
think is most important and the message I conveyed strongly to all Honda associates
was “to provide good products to our customers with speed, affordability and low
CO2 emissions.”

By “good products” we mean to embody customers’ wants and needs in attractive

products using Honda’s unique technologies, knowledge and ingenuity. Such good
products must be delivered with speed without making our customers wait, and at
affordable prices which make our customers happy with their purchase. This is the
direction Honda will take.

“With low CO2 emissions” represents our conviction based on the strong sense of crisis
that, as a manufacturer of personal mobility, Honda will have no future unless we achieve
a significant reduction of CO2 emissions.
 PRIORITIES OF HONDA IN GROWTH STRATEGY

1. Advancement of environmental technologies

Automobiles

Honda has been reducing CO2 emissions through technological advancement of a

wide range of products including motorcycles, automobiles and power products.
Honda has also been committed to the reduction of its environmental footprint
through its energy creation products such as solar panels and cogeneration system.

Honda will accelerate the effort to reduce its environmental footprint by advancing its
environmental technologies and making even more effort to achieve widespread
market introduction of such technologies.

Widespread market introduction of IMA Hybrid System

Honda introduced new models equipped with Honda’s original lightweight and
compact IMA hybrid system, namely Insight and CR-Z. The percentage of hybrid
vehicle sales among all Honda vehicle sales in Japan increased to 16% in 2009.
Honda will accelerate widespread market introduction of IMA by enhancing the
lineup of models equipped with the IMA systems.
Honda will introduce multiple models, mainly small-sized vehicles, equipped with the
IMA system in Japan within approximately one year from now. The first one will be
the Fit Hybrid which will be introduced to the Japanese market this fall.

Honda will also pursue the advancement of battery technologies that are critical to the
advancement of hybrid vehicles. The next-generation Civic Hybrid will be equipped
with a high-output and compact lithium-ion battery, which will be supplied by Blue
Energy, a joint venture company between GS Yuasa and Honda that will begin
production of the battery at its plant in the latter half of this year.

Honda has been devoting its company resources to the development of advanced
environmental technologies. The results of such a strategy will start to be seen as
products sometime around 2016.

Diesel engine
Diesel engines are also effective in reducing CO 2 emissions. In addition to the
currently available 2.2l engine, Honda is making progress in the development of a
smaller diesel engine. A model equipped with this new smaller diesel engine will be
introduced in Europe in 2016.
 MARKET SHARE OF HONDA

With high fuel prices and a weak U.S. economy in June 2011, Honda reported a 1%
sales increase while its rivals, including the Detroit Big Three and Toyota, have
reported double-digit losses. Honda's sales were up almost 20 percent from the same
month last year. The Civic and the Accord were in the top five list of sales. Analysts
have attributed this to two main factors. First, Honda's product lineup consists of
mostly small to mid-size, highly fuel-efficient vehicles. Secondly, over the last ten
years, Honda has designed its factories to be flexible, in that they can be easily
retooled to produce any Honda model that may be in-demand at the moments.

Nonetheless, Honda, Nissan, and Toyota, were still not immune to the global financial
crisis of 2011, as these companies reduced their profitability forecasts. The economic
crisis has been spreading to other important players in the vehicle related industries as
well.In November 2012 the Nihon Keizai Shinbun reported that Honda Motor exports
have fallen 64.1%.

At the 2010 Beijing Auto Show, Honda presented the Li Nian ("concept" or "idea") 5-
door hatchback and announced that they were looking to develop an entry-level brand
exclusively for the Chinese market similar to Toyota's Scion brand in the USA.The
brand would be developed by a 50-50 joint-venture established in 2007
with Guangzhou Automobile Industry GROUPS.
 List of Honda vehicle

 Acty (1977-present)
 Accord (1976-present)
 Airwave (2005-present)
 Ascot (1989-1997)
 Ballade (1980-2002)
 Beat (1991-1996)
 Caren (Unknown)
 City (1981-present)
 Civic (1972-present)
 CR-X (a.k.a. Ballade Sports CR-X or Civic CR-X) (1983-1991)
 CR-X del Sol (1992-1997)
 CR-Z, a hybrid electric vehicle (2011)
 Civic Hybrid (2003-present)
 Concerto (1988-1994)
 CR-V (1996-present)
 Crosstour (2010-present)
 Domani (1992-2004)
 Edix (2004-present)
 Element (2003-present)
 EV Plus, an electric vehcle.
 FCX, a fuel cell vehicle [1] (2008-till date)
 FR-V, a 6 seater (2004-present)
 Fit (2001-present)
 Fit Aria (1981-present)
 Freed (2008-present)
 Fuya-Jo (Unknown)
 Grande Mark II (Unknown)
 Hobio (Unknown)
 HR-V (1999-2005)
 Insight, a hybrid electric vehicle (2000-2006, 2009-present)
 Inspire (1990-present)
 Integra (1985-2013]
 Jazz/Fit (1982-present)
 Legend (1985-present)
 Life Drunk (2000-2004)
 Logo (1996-2001)
 Mobilio (2001-2008)
 Mobilio Spike (2002-2008)
 MDX (2003-present)
 NSX (1990-2005)
 NSX-R (1992-1995)
 N360 (1967-1972)
 Odyssey (1995-present)
 Orthia (1996-2002)
 Partner Van (Unknown)
 Passport (1994-2002)
 Pilot (2003-present)
 Prelude (1978-2001)
 Quintet (1980-1985)
 Ridgeline (2006-present)
 S2000 (1999-2009)
 S600 (1964-1966)
 S800 (1966-1970)
 Shuttle (Unknown)
 SM600 (Unknown)
 StepWGN (1996-present)
 Stream (2000-present)
 That's (2002-2007)
 Today (1985-1998)
 Vamos (1970-1973, 1999-present)
 Honda Z (1970-1974, 1998-2002)
 ZEST (2006-presents)
 Concept vehicles

 Honda ASM
 Honda CR-Z
 Honda Dualnote
 Honda FCX Concept
 Honda HSC
 Honda IMAS
 Honda J-VX
 Honda Kiwami
 Honda OSM
 Honda PUYO
 Honda REMIX
 Honda Step Bus
 Honda SUT

Racing vehicles

 1964 RA271
 1965 RA272
 1966 RA273
 1967 RA300
 1968 RA301
 1968 RA302
 1969 R-1300
 2006 RA106
 2007 RA10
 2012 RA107
 2013 RA111

PRICE:-

Honda Accord 2.4

- Rs.18,52,000 (Ex-Showroom Price New Delhi )

A splendid sedan with redesigned exterior and interior styling offers a smooth ride and is
available in 3 variants - Base, Elegance and Inspire which is powered by 2.4-litre i-VTEC
engines. The new Accord comes equipped with a quipped with a standard 5-speed MT
and an optional 5-speed AT with paddle shift. The interior comprises of beige upholstery,
a dual tone dashboard, individual temperature adjusts for front seat passengers, and an in-
dash 6 CD changer for entertainment.

Honda Accord 3.5

- Rs.26,15,000 (Ex-Showroom Price New Delhi )

Honda Accord 3.5 is ingeniously designed with passion. The stylish body design is
overflowed with elegant styling, unmistakable characteristics, and technological
creativity. Accord comes in two variants: Accord V6 3.5 and Accord V6 3.5 Inspire. Both
the variants of the car are powered by a powerful 3.5-litre i-VTEC engine. The
sophisticated and well-appointed interior cabin of the car is beautified with wooden
garnish on instrumentation and woody panels running through the cabin.

Honda CR-V
- Rs.22,20,000 (Ex-Showroom Price New Delhi )
The all new CR-V is a dynamic combination of urban styling, refined performance and
excellent engineering. CR-V has undergone a complete facelift offering a new dimension
to the sporty driving experience. Available in three variants: 2WD, 4WD MT and 4WD
AT. Dual Climate Control, adjustable tilt telescopic steering, Multi-info display and
Noise, Vibration and Harshness (NVH) reduction for an ultra silent cabin, all takes the
driving experience to a newer height.

Honda City
- Rs.8,13,500 (Ex-Showroom Price New Delhi )

The mid-size Honda City sedan is a fantastic blend of impressive styling, sophisticated
design, thoughtful innovation, and advanced safety. Available in 4 petrol variants - E MT,
S MT, VMT, VAT and also Elegance and Inspire comes in Packages. The new Honda City
is propelled by a 1.5L i-VTEC engine. Choice of two transmissions: Synchronized, 5-
Speed Manual and 5-Speed AT with Paddle Shift. The interior is adorned with fine
quality materials and carries premium features.

Honda Civic
- Rs.21,50,000 (Ex-Showroom Price New Delhi )

A workhorse from the Honda stable with exemplary power, hi-tech gadgets, and paddle
shifters making this car fun-to-drive. Available in 4 petrol variants - E MT, S MT, VMT,
VAT and also Elegance and Inspire comes in Packages. The petrol variants are powered
by a 1.8L i-VTEC generates 130 bhp. The 1.3L hybrid engine that produces a 94 bhp
when switched on to electric mode. Both the 1.8 S MT and 1.8 V MT are coupled to a
Synchromesh 5-speed MT and the 1.8 V AT comes with a 5-speed AT with Paddle Shift.
Plush interior with elevated driver seat and foldable armrests provide utmost relaxation
on long drives.
Honda Civic
- Rs.12,20,000 (Ex-Showroom Price New Delhi )

A workhorse from the Honda stable with exemplary power, hi-tech gadgets, and paddle
shifters making this car fun-to-drive. Available in 4 petrol variants - E MT, S MT, VMT,
VAT and also Elegance and Inspire comes in Packages. The petrol variants are powered
by a 1.8L i-VTEC generates 130 bhp. The 1.3L hybrid engine that produces a 94 bhp
when switched on to electric mode. Both the 1.8 S MT and 1.8 V MT are coupled to a
Synchromesh 5-speed MT and the 1.8 V AT comes with a 5-speed AT with Paddle Shift.
Plush interior with elevated driver seat and foldable armrests provide utmost relaxation
on long drives.

Honda Jazz
- Rs.7,11,000 (Ex-Showroom Price New Delhi )

Honda Jazz is ready to set a new benchmark in the premium hatchback segment with its
incredibly clever designing and engineering. Available in 4 petrol variants: Base, Mode,
Active and Select Edition. Powered by a thrifty 1.2-litre i-VTEC engine that generates 89
bhp. The sophisticated interior boast of meticulous engineering with the foldable rear
seats that offers best-in-class legroom and storage space. Safety is ensured by Advance
Compatibility Engineering (ACE) body and G-Force Control Technology (G-CON)
 FUTURE PLANS

India's car population may be growing but the growth is mainly concentrated in the small
car sector, and not without reason. With increasing interest rates making buying cars
costlier and the government slapping new duties on larger vehicles in addition to the
existing favorable tax regime for smaller cars, even premium players are wading into the
small-car scene.

Indian passenger car sales rose by 11.79 per cent between April 2011 and March 2012 1.2
million units. Competition in the small car segment is set to increase in 2014 with
planned launches by Maruti Suzuki (A-Star and Splash), Honda (Jazz) and as yet
unnamed models from Ford, GM and Volkswagen.
 GENERIC STRATEGIES

Generic strategies were used initially in the early 1980s, and seem to be even more
popular today. They outline the three main strategic options open to organization that
wish to achieve a sustainable competitive advantage. Each of the three options are
considered within the context of two aspects of the competitive environment:

Sources of competitive advantage - are the products differentiated in any way, or are they
the lowest cost producer in an industry? Competitive scope of the market - does the
company target a wide market, or does it focus on a very narrow, niche market?

Figure 1.1
The generic strategies are: 1. Cost leadership, 2. Differentiation, and 3. Focus.

Cost Leadership

The low cost leader in any market gains competitive advantage from being able to many
to produce at the lowest cost. Factories are built and maintained; labor is recruited and
trained to deliver the lowest possible costs of production. 'cost advantage' is the focus.
Costs are shaved off every element of the value chain. Products tend to be 'no frills.'
However, low cost does not always lead to low price. Producers could price at
competitive parity, exploiting the benefits of a bigger margin than competitors. Some
organization, such as honda, are very good not only at producing high quality autos at a
low price, but have the brand and marketing skills to use a premium pricing policy.

Differentiation

Differentiated goods and services satisfy the needs of customers through a sustainable
competitive advantage. This allows companies to desensitize prices and focus on value
that generates a comparatively higher price and a better margin. The benefits of
differentiation require producers to segment markets in order to target goods and services
at specific segments, generating a higher than average price. For example, honda
differentiates its product and service. The differentiating organization will incur
additional costs in creating
their competitive advantage. These costs must be offset by the increase in revenue
generated by sales. Costs must be recovered. There is also the chance that any
differentiation could becopied by competitors. Therefore there is always an incentive to
innovated and continuously improve.
 Focus or Niche Strategy

The focus strategy is also known as a 'niche' strategy. Where an organization can afford
neither a wide scope cost leadership nor a wide scope differentiation strategy, a niche
strategy could be more suitable. Here an organization focuses effort and resources on a
narrow, defined segment of a market. Competitive advantage is generated specifically for
the niche. A niche strategy is often used by smaller firms. A company could use either a
cost focus or a differentiation focus. With a cost focus a firm aims at being the lowest
cost producer in that
niche or segment. With a differentiation focus a firm creates competitive advantage
through differentiation within the niche or segment. There are potentially problems with
the niche approach. Small, specialist niches could disappear in the long term. Cost focus
is unachievable with an industry depending upon economies of scale e.g.
telecommunications.
 SWOT ANALYSIS

The Honda Motor Co., Ltd. - SWOT Analysis company profile is the essential source for
top-level company data and information. Honda Motor Co., Ltd. - SWOT Analysis
examines the company’s key business structure and operations, history and products, and
provides summary analysis of its key revenue lines and strategy.

Honda Motor (Honda) is the world's largest motorcycle manufacturer and one of the
leading automakers. The company develops, manufactures, and markets automobiles,
motorcycles, and power products. It operates all over the world. Honda is headquartered
in Tokyo, Japan and employs about 182,000 people. The company recorded revenues of
JPY10,011,241 million ($100,112.4 million) during the financial year ended March 2013
(FY2009), a decrease of 16.6% compared to FY2012. This was primarily due to foreign
currency translation effects and decreased net sales in the automobile business. The
operating profit of the company was JPY189,643 million ($1,896.4 million) during
FY2013, a decrease of 80.1% compared to FY2012. The net profit was JPY137,005
million ($1,370.1 million) in FY2012, a decrease of 77.2% compared to FY2013.
 COMPETITVE SWOT ANALYSIS

STRENGTH

In an era when owning a car was a distant dream for a vast majority of Indians, MUL
rolled out its first car, the M800. The company labeled it a people's car, with a 796cc 3-
cylinderengine that delivered 39.5bhp at an affordable price of Rs. 65,000. The first
vehicle was released for sale in December 1983. Initially, the car was criticized for its
diminutive size, but it proved to be spacious enough to carry four adults. Better
technology and an affordable price due to a higher level of indigenization helped MUL
achieve a dominant position in the Indian passenger car market.

WEAKNESS

MARUTI SUZUKI’s biggest weakness, is the lack of product design capability. In the
coming years, they should focus on acquiring product design and lean production know-
how (as the Korean firms did in the eighties and early nineties. Also the Research and
developments headquarters for engine development of Maruti Suzuki are in Japan which
is a major weak point. Maruti Suzuki also needs to invest in capacity and research and
development in India to stay abreast of competition.
THREAT

M800 had ruled the passenger car market as the only car in the entry-level segment in the
Indian automobile industry and was now facing the danger of cannibalization from one of
its own family members, Alto For the first few months of 2012, M800 performed well,
selling15,301 units in January, 13,518 units in February and 15,540 in March. But
gradually Alto, another MUL product, began eating into M800's share. Alto reported sales
of 8,399 units,8,324 and 9,011 units in January, February and March respectively. In
April, its sales increased to 9,350 units and in May 2009, Alto took over M800's position
as the largest selling car with sale of 10,373 units, slightly over M800's sales of 10,016
units. Analysts felt that Alto had taken the top spot because of its price reduction in
September 2008 by Rs.23,000 followed by the launch of the non-AC Alto for Rs. 0.23
mn in the first week of April 2016.
 CHAPTER 2
INTRODUCTION OF THE TOPIC
 INTRODUCTION OF TOPIC

MARKETING

What is marketing?
There are many different definitions of marketing. Consider some of the following
alternative definitions:

“The all-embracing function that links the business with customer needs and wants in
order to get the right product to the right place at the right time”

“The achievement of corporate goals through meeting and exceeding customer needs
better than the competition”

“The management process that identifies, anticipates and supplies customer requirements
efficiently and profitably”

“Marketing may be defined as a set of human activities directed at facilitating and

consummating exchanges”

Which definition is right? In short, they all are. They all try to embody the essence of
marketing:
• Marketing is about meeting the needs and wants of customers;
• Marketing is a business-wide function – it is not something that operates alone from
other business activities;
• Marketing is about understanding customers and finding ways to provide products or
services which customers demand To help put things into context, you may find it helpful
to often refer to the following diagram which summarises the key elements of marketing
and their relationships:

MARKETING CONCEPT AND ORIENTATION

It is a fundamental idea of marketing that organisations survive and prosper through

meeting the needs and wants of customers. This important perspective is commonly
known as the marketing concept.
The marketing concept is about matching a company's capabilities with customer wants.
This matching process takes place in what is called the marketing environment.
Businesses do not undertake marketing activities alone. They face threats from
competitors, and changes in the political, economic, social and technological
environment. All these factors have to be taken into account as a business tries to match
its capabilities with the needs and wants of its target customers.
An organisation that adopts the marketing concept accepts the needs of potential
customers as the basis for its operations. Success is dependent on satisfying customer
needs.

What are customer needs and wants?

A need is a basic requirement that an individual wishes to satisfy.
People have basic needs for food, shelter, affection, esteem and self-development. Many
of these needs are created from human biology and the nature of social relationships.
Customer needs are, therefore, very broad.
Whilst customer needs are broad, customer wants are usually quite narrow.
A want is a desire for a specific product or service to satisfy the underlying need.

Consider this example:

Consumers need to eat when they are hungry.
What they want to eat and in what kind of environment will vary enormously. For some,
eating at McDonalds satisfies the need to meet hunger. For others a microwaved ready-
meal meets the need. Some consumers are never satisfied unless their food comes served
with a bottle of fine Chardonnay.

Consumer wants are shaped by social and cultural forces, the media and marketing
activities of businesses.

This leads onto another important concept - that of customer demand:

Consumer demand is a want for a specific product supported by an ability and
willingness to pay for it.

For example, many consumers around the globe want a Mercedes. But relatively few are
able and willing to buy one.
Businesses therefore have not only to make products that consumers want, but they also
have to make them affordable to a sufficient number to create profitable demand.

Businesses do not create customer needs or the social status in which customer needs are
influenced. It is not McDonalds that makes people hungry. However, businesses do try to
influence demand by designing products and services that are
• Attractive
• Work well
• Are affordable
• Are available
MARKETING MIX

The marketing mix is generally accepted as the use and specification of the four Ps
describing the strategic position of a product in the marketplace. One version of the
origins of the marketing mix starts in 1948 when James Culliton said that a marketing
decision should be a result of something similar to a recipe. This version continued in
1953 when Neil Borden, in his American Marketing Association presidential address,
took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent
marketer, E. Jerome McCarthy,
proposed a 4 P classification in 1960, which would see wide popularity. The four Ps
concept is explained in most marketing textbooks and classes.

DEFINITION
Although some marketers[who?] have added other Ps, such as personnel and packaging,
the fundamentals of marketing typically identifies the four Ps of the marketing mix as
referring to:
Product -An object or a service that is mass produced or manufactured on a large scale
with a specific volume of units. A typical example of a mass produced service is the hotel
industry.
A less obvious but ubiquitous mass produced service is a computer operating system.
Typical examples of a mass produced objects are the motor car and the disposable razor.
Price – The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product identity
and the customer's perceived value of the product. The business may increase or decrease
the price of product if other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as virtual
stores on the Internet.

Promotion – Promotion represents all of the communications that a marketer may use in
the marketplace. Promotion has four distinct elements - advertising, public relations,
word of mouth and point of sale. A certain amount of crossover occurs when promotion
uses the four principal elements together, which is common in film promotion.
Advertising covers any communication that is paid for, from television and cinema
commercials, radio and Internet adverts through print media and billboards. One of the
most notable means of promotion today is the Promotional Product, as in useful items
distributed to targeted audiences with no obligation attached. This category has grown
each year for the past decade while most other forms have suffered. It is the only form of
advertising that targets all five senses and has the recipient thanking the giver. Public
relations are where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.

Word of mouth is any apparently informal communication about the product

by ordinary individuals, satisfied customers or people specifically engaged to create word
of mouth momentum. Sales staff often plays an important role in word of mouth and
Public Relations .

Broadly defined, optimizing the marketing mix is the primary responsibility of

marketing. By offering the product with the right combination of the four Ps marketers
can improve their results and marketing effectiveness. Making small changes in the
marketing mix is typically considered to be a tactical change. Making large changes in
any of the four Ps can be considered strategic. For example, a large change in the price,
say from $19.00 to $39.00 would be considered a strategic change in the position of the
product. However a change of $131 to $130.99 would be considered a tactical change,
potentially related to a promotional offer.
CRITICISMS
Peter Doyle claims that the marketing mix approach leads to unprofitable decisions
because it is not grounded in financial objectives such as increasing shareholder value.
According to Doyle it has never been clear what criteria to use in determining an
optimum marketing mix.
Objectives such as providing solutions for customers at low cost have not generated
adequate profit margins. Doyle claims that developing marketing based objectives while
ignoring profitability has resulted in the dot-com crash and the Japanese economic
collapse. He also claims that pursuing a ROI approach while ignoring marketing
objectives is just as problematic. He argues that a net present value approach maximizing
shareholder value provides a "rational framework" for managing the marketing mix.

Some people claim the four Ps are too strongly oriented towards consumer markets and
do not offer an appropriate model for industrial product marketing. Others claim it has
too strong of a product market perspective and is not appropriate for the marketing of
services.
An expanded system based on Seven Ps stresses the importance of Place, Product, Price,
Promotion, People, Process, and Physical evidence.

MARKET RESEARCH
Market research is for discovering what people want, need, or believe. It can also involve
discovering how they act. Once that research is complete it can be used to determine how
to market your specific product. MR-Anywhere is a very good platform for market
research and analysis.
For starting up a business there are a few things that are important:

Market information
Market information is making known the prices of the different commodities in the
market, the supply and the demand. Information about the markets can be obtained in
several different varieties and formats.

Examples of market information questions are:

Who are the customers?
Where are they located and how can they be contacted?
What quantity and quality do they want?
When is the best time to sell?

Market segmentation
Market segmentation is the division of the market or population into subgroups with
similar motivations. Widely used bases for segmenting include geographic differences,
personality differences, demographic differences, use of product differences, and
psychographic differences.

Market trends
The upward or downward movements of a market, during a period of time. The market
size is more difficult to estimate if you are starting with something completely new. In
this case, you will have to derive the figures from the number of potential customers or
customer segments.
[Ilar 1998]

But besides information about the target market you also need information about your
competitor, your customers, products etc. A few techniques are:
Customer analysis
Choice Modeling
Competitor analysis
Risk analysis
Product research

CHAPTER 3

OBJECTIVE OF THE STUDY

 OBJECTIVE OF THE STUDY

The marketing department can use this study to enhance their marketing strategies for
better sales. This report helps the marketing department in taking decisions to what
change in distribution channels and what should be done so that marketing problem could
be sorted out and how to sell their range of product in the competitive market.

The very essence of every project related to marketing is providing a view to

management for chalk out the organization, so that they can maintain a viable fit between
the organizational objectives, skills and resources and its changing market opportunities.
Also give a proper shape to company's target profit and growth. it provides feedback to
the organization about their sales, sales schemes and what impact does it has on the
dealers and consumers. every market research provides useful suggestions to the
organization. Marketing research helps the firm in every component of the total
marketing task. it helps the firm acquire a better understanding of the buyer, the
competition and the marketing environment. it also aids the formulation of the marketing
mix. product. distribution and pricing needs. It also helps in taking the information of
competitor's strategies and their impact on the buyer. the study reveals the fact that may
have come up during the project and these facts can either be used a opportunities in
exploring and expanding the business as well as can be used as safeguard against threats
by competitors to prepare an effective marketing strategy. Every market research proves
useful to the organization. Marketing research helps the firm in every component of total
marketing task.
The object of report is not only to focus on competitors but also to get the competitive
position in the national as well as international market through customer satisfaction.
These are as follows.

 To discover and translate the needs and desire of customer into products and
services so as to create the demand of the product (through planning and
producing planned product).

 To serve the customer through channel of distribution.

 To face the keen competition.

 To know about the marketing strategies used by Honda.

 To know about the marketing strategies of the competitors of honda.

 To find out the market share of honda.

 To know where honda stands as far as the BCG –matrix models concerned
 SCOPE OF THE STUDY

These are some of the scope of the study :

1. The present study can be extended to access the present marketing condition of Indian
automobile sector.

2. The study can be used to design a proper product, price, place and promotional strategy
for the market.

3. From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.

4. The result of marketing success can be interpreted to assess the rate of employee
satisfaction in various departments.

5. This study can be applied to find out an effective distribution channel to enhance the
sale of various products of honda motors.
 CHAPTER – 4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. In it step by

step methods are followed to solve a particular problem. It refers to a search for
knowledge. It can also be defined as a scientific search for pertinent information on a
specific topic. In fact, research is an art of scientific investment.

RESEARCH DESIGN

Research Designs the way in which the research is carried out. It works as a blue print.
Research Design is the arrangement of the conditions for the collections and analysis of
data in a manner that to combine relevance to the research purpose with economy in
procedure.

TYPES OF RESEARCH DESIGN

 Exploratory Research Design

 Descriptive Research Design

 Experimental Research Design

Exploratory Research Design

In it, a problem is formulated for precise investigation and working hypothesis

are developed.

Descriptive Design
In descriptive research design: those studies are taken which are concerned with
describing the characteristics of a particular individual or a group.

Experimental Research Design

In it casual relationships between the variables are tested. It is also known as Hypothesis
Testing Research Design

The present project is descriptive in nature. The major purpose of descriptive research is
the description of the state of affairs, as it exists in present. The main characteristic of this
method is that the researcher has no control over the variables. He can only report what
has happened or what is happening.

SAMPLE DESIGN

It is not possible for any researcher to include each and every member of the universe in
his research process. So, he selects small portion of the universe, which is its true
representative. This group is known as sample and this process is called sampling.

Sampling Techniques can be categorized into two broad categories namely:

 Non-probability Sample

 Probability Sampling

Non-probability Sampling

In it, researcher selects sample deliberately, by using his own judgement, in it every item
of the universe does not have equal chances of inclusion in the sample.

It can be of following type:

 Convenience Sampling

 Judgement Sampling
  Quota Sampling

Probability Sampling

It is known as “Random Sampling” or “Chance Sampling”. In it, each population element

has equal chance of selection.

It can be of following types:

1. Simple Random Sampling

2. Stratified Sampling

3. Cluster Sampling

In the present project, non-probability sampling has been used because sample is
selected by researcher’s own view and every item of the universe has not equal chances
of being selected. Under non-probability sampling, convenient sampling has been used
because sample has been selected according to own convenience.
 CHAPTER – 5
COLLECTION OF DATA
DATA COLLECTION
Data collection is the process through data is collected, it is basically done through 2
main sources i.e. primary source and secondary source. From these sources data s
compiled i.e. primary data and secondary data. In this project both primary data and
secondary data are used.

Primary Data
Primary data is the data which is collected through surveys and questionnaires.

Secondary Data
Secondary data is the data which is collected through internet, magazines, newspapers,
journals, broachers, television etc.

Sample Size
In this project questionnaire was prepared and multiple choices and the pattern of
questions was given to 50 respondents. With every question, multiple choices were given.

Type of approach: The type of approach followed is descriptive approach. In descriptive

approach cross sectional design is used. Cross sectional design is used because it is
concerned with a sample of population of interest.
 CHAPTER-6

DATA ANALYSIS & INTERPRETATION

 DATA ANALYSIS & INTERPRETATION

NUMBER OF HONDA OWNERS

YES
24%
NO
76%

INFERENCE:

 24 % of the respondents were owners of HONDA

 76% of the respondents were owners of OTHER

CUSTOMER SATISFACTION RATING

2013

HONDA is on the 7th spot on customer satisfaction. As always maruti Suzuki is

on the 1st place.

PREFERENCES OF BUYING A NEW CAR

INFERENCE:

o 21% and 24% respectively preferred for Hyundai & Honda.

o 18% of the respondents would prefer to buy a Toyota car against its competitors.

o 37% of respondents preferred for Maruti.

WHERE DO YOU MANAGE TO FIND INFORMATION

ABOUT HONDA
INFERENCE:

 Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses.

 Rest 25% was shared by T.V. and Dealers for providing the information.

HONDA CARS HAS THE MOST FUEL

EFFICIENCY
INFERENCE:

 55% of the respondents felt that HONDA has the most fuel efficiency.

 While 45% felt it isn’t the most fuel efficient.

THE FEATURES OF HONDA AS COMPARED TO

OTHER CARS
INFERENCE:

 · 60% of the respondents felt that the features of the HONDA are good.

 · While 20% of respondents thought it was not so good, 20% thought it was
satisfactory.

THE QUALITIES THAT BEST DESCRIBES HONDA

INFERENCE:

 HONDA is best known for its design & comfort.

 Then comes Handling.

HOW DO YOU FIND THE INTERIORS OF HONDA

INFERENCE:

 The interiors of HONDA are very good according to 65% of the respondents.

 15% said it was SATISFACTORY rest says it was not so good.

WHAT SHOULD BE DONE TO IMPROVE HONDA ?

INFERENCE:

 If HONDA is made more affordable then it would win more customers, a

 theory which was backed by 72% of the respondents.

 15% and 13% respectively want cheaper spare parts and more service
stations.

WHAT SHOULD BE DONE TO MAKE HONDA THE

BEST CAR
INFERENCE:

 To make it the best car in its class it should be made more futuristic which
was felt by 60% of the respondents.

 15% of the respondents thought it should be made more sporty.

 10% wanted it to have a retro look and 15% wanted to give it a concept car
look.
 CHAPTER 7

FINDINGS OF THE STUDY

FINDINGS
 HONDA is best known for its design & comfort. Then comes Handling and Fuel
Efficiency.

 76% of the respondents were owners of HONDA.

 83% of the Respondents were satisfied with their cars and the services of
HONDA. However 17% of the Respondents were dissatisfied at the same time.

 18% of the respondents would prefer to buy a HONDA car against its
competitors.

 Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses. Rest 25% was shared by T.V. and
Dealers for providing the information.

 78% of the respondents felt that HONDA is the most comfort & good looking
car.

 70% of the respondents felt that the features of the HONDA are good. While 8%
of respondents thought it was not so good, 10% thought it was very good and 12%
felt satisfactory about the features.

 If HONDA is made more affordable then it would win more customers, a theory
which was backed by 72% of the respondents.15% and 13% respectively want
cheaper spare parts and more service stations.

 To make it the best car in its class it should be made more futuristic which was
felt by 60% of the respondents.15% of the respondents thought it should be made
more sporty.10% wanted it to have a retro look and 15% wanted to give it a
concept car look.
 CHAPTER – 8
CONCLUSION & SUGGESTIONS

CONCLUSION
This project was conducted on marketing strategies of Honda Capital Cars Ltd. with focus on
Honda Capital Cars Ltd.. In this project questionnaire was prepared to know the consumer
satisfaction level of respondents and the conclusion is based on the same.

The company was new in the market but still the company sold around 17000 units in first
five months. The company has already created their market share till now and can be
distincted from other brands.

From findings and analysis we can conclude that the consumers are very much satisfied from
their Honda Cars. For them Honda Car is not just a car but for them it’s a family car, that is
the company has already created their emotional bindings with their consumers. As Honda
Car is a middle segment car so its main focus is to give more fuel efficiency, and according to
respondents, the company has given them what they want, that is most of the respondents are
satisfied from fuel efficiency of the car. But the company also lies behind in some fields like
few respondents were not happy when after a sales service is taken into account.

“Success will largely be determined to the extent a company can differentiate itself in

terms of intangibles that go with a car”. Thus, success could well hinge on the best of

bundle of services that a carmaker can provide.

SUGGESTIONS
 HONDA should adopt the defensive marketing strategy because as being the
second largest car producer in the international market.

 HONDA must at the moment carry out a feasibility study for launching a vehicle
in the domestic market where it has models like the CITY and CIVIC amongst
others.

 HONDA should conduct market survey in Indian market for quails in order to
know the perception of Indian consumers.

 HONDA should adopt an offensive marketing strategy for entering in the small
car segment. This market is dominated by Maruti Suzuki and Hyundai in the
Indian domestic auto market.

 HONDA must plan out an ideal marketing producing capacity ,becaue it faces the
problem of over and under capacity in case of upturn and downturn of the market.
 BIBLIOGRAPHY

Books:

Kotler Philips, Marketing Management: 35th Edition

Chabra T.N., Marketing management 2005

C.B. Gupta, Marketing management 20

Magazines
Business standard Motoring May 2012 edition

Internet:
www.google.com

www.hondacarindia.com

www.yahoo.com

www.domain-b.com

www.wikipedia.com

ANNEXURE
 QUESTIONNAIRE FOR CONSUMER

A) NAME

B) ADDRESS

C) CONTACT NUMBER

D) INCOME GROUP

_________15,000-25,000 _________25, 000-50,000

_________50,000-75,000 _________Above 75,000

1. DO YOU OWN A CAR?

o YES NO

IF YES, THEN WHICH ONE?

(i)HONDA (ii) HYUNDAI (iii) MARUTI

2. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY HONDA?

(i)SATISFIED (ii) DISSATISFIED

3. IF SATISFIED, THEN ARE YOU HAPPY WITH THEIR CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY (ii) UNHAPPY

4. IF GIVEN A CHOICE TO CHOOSE A CAR COMPANY, WHICH COMPANY

WOULD YOU CHOOSE?

(i) HONDA (ii) MARUTI (iii) HYUNDAI

5. WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT HONDA ?

(i)DEALERS (ii) PRINT MEDIA

(iii)T.V. (iv)INTERNET

6. DO YOU THINK HONDA HAS THE MOST FUEL EFFICIENCY

(i)YES
(ii) NO

7. HOW DO YOU FIND THE FEATURES OF HONDA AS COMPARED TO

OTHER CARS?

(i)GOOD (ii) VERY GOOD

(iii)NOT SO GOOD (iv) SATISFACTORY

8. WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES

HONDA ?

(i)HANDLING (ii) FUEL EFFICIENCY

(iii)DESIGN (iv)COMFORT

9. HOW DO YOU FIND THE INTERIORS OF HONDA ?

(i)GOOD (ii) VERY GOOD
(iii)SATISFACTORY (iv) NOT SO GOOD

10. ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE

HONDA ?

(i)MAKE IT MORE AFFORDABLE

(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS

11. ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE HONDA

THE BEST CAR?

(i)MAKE IT MORE FUTURISTIC

(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK

12. ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY
HONDA ?

(i)YES (ii) NO
(iii) HAPPY BUT IT CAN BE BETTER