marketing plan analysis honda vietnam

8/15/2019 Marketing Plan Analysis Honda Vietnam

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Running head: MARKETING PLAN ANALYSIS – HONDA VIETNAM 1

Markeing P!an Ana!"#i# – H$nda Viena%

Gr$u&':

L(u V) *u+nh Nh(, L- Th. Ph(/ng Ng0n, Phan Hu+nh Di% Th2$, V) Ki3u Tr0%,

Ph4% 5u0n Ph6, Yuuki Ya7a8a, Kana I%anari

Prin9i&!e $ Markeing

De9e%;er 1?

In#ru9$r: Dr@ Ngu"en Thi Mai Trang


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MARKETING PLAN ANALYSIS – HONDA VIETNAM =

TABLE OF CONTENTS

Ee9uiBe Su%%ar"@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'Inr$du9i$n@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@C

The &r$du9 – SHi 1=?1?>@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@

Mi9r$enBir$n%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@<

F$%&an"@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@<Su&&!ier#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1?F$%&ei$r#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1Pu;!i9#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1<Fu#$%er#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@==

Ma9r$enBir$n%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@=CDe%$gra&hi9 a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@=CE9$n$%i9 a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@=

Naura! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'=Te9hn$!$gi9a! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@''P$!ii9a! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'CFu!ura! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'?

SOT Ana!"#i#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'

Re9$%%endai$n#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@C1

Marke deBe!$&%en $r highin9$%e #eg%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@C=Marke deBe!$&%en $r $reigner#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@CCThe een#i$n $ 9u#$%er #erBi9e#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@?>

The &r$;!e% $ re9a!! $r SHi 1=?1?>@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@?=

Reeren9e#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@??


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MARKETING PLAN ANALYSIS – HONDA VIETNAM '

Executive Summary

H$nda i# he %$# d$%inan 9$%&an" in he Viena%e#e %$$r9"9!e %arke@ Sin9e i

enered $ hi# %arke, i# &r$du9# haBe ;een !$Bed ;" Viena%e#e &e$&!e, and %$#

Viena%e#e haBe an e&erien9e $ u#e a H$ndaJ# %$$r9"9!e in heir !ie@ H$8eBer,

H$nda 9urren!" a9e# he huge &r$;!e%: %arke #aurai$n@ A# a re#u!, here i# a

ne9e##i" $ ind a ne8 8a" $ $Ber9$%e hi# &r$;!e%@ Thr$ugh hi# re&$r, 8e ir#!"

ana!"7e 9urren %arke #iuai$n r$% %a9r$ and %i9r$ Bie8#@ Then, 8e &r$Bide SOT

ana!"#i# $r H$nda in Viena%@ e $und #eBera! &r$;!e%# H$nda 9urren!" &$##e##e#,

and a!#$ $und #eBera! $&&$runiie# ha 8$u!d 9$nri;ue $ i# urher gr$8h@ a#ed

$n $ur ana!"#i#, 8e #ugge# hree re9$%%endai$n# $r he %arkeing a9iBiie# $ SHi

1=?1?> %arke deBe!$&%en $r highin9$%e #eg%en %arke deBe!$&%en $r

$reigner# and he een#i$n $ 9u#$%er #erBi9e#@ ina!!", 8e ;rie!" %eni$n in he

&r$;!e% H$nda a9e#: he re9a!! $ SHi 1=?1?> and &r$Bide 9$n#idera;!e #$!ui$n# $r

i@ e h$&e $ur re#ear9h and re9$%%endai$n 8$u!d ;e he!&u! $ &r$%$e he #a!e# $

SHi 1=?1?> in ne "ear@


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MARKETING PLAN ANALYSIS – HONDA VIETNAM C

Introduction

Company description

H$nda i# $ne $ he greae# g!$;a! 9$%&an" and a%$u# $r %$$r9"9!e# and

9ar#@ I ha# e&anded i# ;u#ine## $&erai$n# hr$ugh he 8$r!d, and &r$Bide# 9$n#u%er#

adBan9ede9hn$!$gi9a! &r$du9# a rea#$na;!e &ri9e#@ H$nda 9urren!" e&and# i#

;u#ine##e# $ air9ra and r$;$ indu#r", and #eek# $ i%&r$Be i#e! 9$ninua!!" $r a

!$ng i%e@

Honda history. H$nda 8a# e#a;!i#hed ;" S$i9hir$ H$nda in 1


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MARKETING PLAN ANALYSIS – HONDA VIETNAM ?

WaBe A!&haX QNgu"en, =>>@ Thi# 8a# #ignii9an 9hange aken ;" H$nda, and i

iniiaed $ $9u# $n !$8in9$%e #eg%en a# 8e!!@ Furren!", H$nda i# a gian, #haring

ar$und > $ he Viena%e#e %$$r9"9!e %arke, and H$ndaJ# &r$du9# are !$Bed ;"

Viena%e#e &e$&!e@

!ission. The %i##i$n $ H$nda Q=>1? i# WMainaining a g!$;a! Bie8&$in, 8e

are dedi9aed $ #u&&!"ing &r$du9# $ he highe# ua!i", "e a a rea#$na;!e &ri9e $r

8$r!d8ide 9u#$%er #ai#a9i$n@X

A"out the report. Thi# re&$r %ain!" 9$n#i## $ $ur &ar#@ ir# hree &ar#:

Ana!"#i# $ %a9r$ enBir$n%en, %i9r$enBir$n%en, and SOT ana!"#i#, are ana!"#i# $

9urren %arke #iuai$n@ Then, he re9$%%endai$n# $r he %arkeing $ SHi 1=?1?>

%$de! 8i!! ;e de#9ri;ed ;a#ed $n he ana!"#i# $ 9urren %arke@ Se9$ndar" re#$ur9e#

r$% H$ndaJ# e;#ie and #$%e $her #$ur9e# #u9h a# a9ade%i9 U$urna!# and e;#ie#

$ &u;!i9 in#iui$n# are %ain #$ur9e# $ $ur re#ear9h@ e a!#$ 9$ndu9ed he

ue#i$nnaire $n he Inerne, and i a!#$ he! $ur re#ear9h and #u&&$r# $ur

re9$%%endai$n#@

#roduct Ana$y%in&' SHi ()*+(*,

-esi&n

ery hi&hc$ass desi&n: ;a#ed $n he #r$ng #ide $ he SH ;rand in E, SHi

1=?991?>99 ;ring# $u he 8e#ern de#ign $ Viena%e#e 9$n#u%er@

The Head: he head $ he %$$r;ike i# 9raed $ i# ine#@ The high!igh &ar

i# he head!ine, ;eing 9$Bered 9hr$%e $ #h$8 eBen %$re he highua!i" $ he

&r$du9@

(/inch sty$ist 0hee$s: 8ih !igh8eigh ;u #a;!e de#ign@ The 8hee! en#ure#

#%$$h and 9urBe driBing $r he u#er@


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MARKETING PLAN ANALYSIS – HONDA VIETNAM

The Body: I# de#ign $ ;ring $u he #e" 9urBe a eBer" 9$rner@

The Bac1 : u!!" eui& 8ih #r$ng g!a## 8ih high!ighed &aern@ Mai%u%

!ighing $ en#ure he ;e# ua!i"@

The parameter: un9i$na! #%ar 9$un 9!$9k, #%ar and #9ienii9 de#ign@

The En&ine. SHi run# $n an inn$BaiBe &ie9e $ e9hn$!$g", he eSP Qenhan9e

S%ar P$8er, 8hi9h i# a !ae# de#ign $r #9$$er@ The engine ha# Ber" #%a!!, ;u n$

!e## &$8eru!, #%$$h and uie raBe!!ing, Ber" e9$riend!", ;" 9$n#u%e !e## ga#@

The &assprayin& mechanism i# u!!" au$%aed and 9$nr$! ;" he %ain

;$ard, enhan9e he a;i!i" $ he enire %$$r;ike, %ini%i7e ue! 9$n#u%&i$n@ Thu#,

hi# 9$nri;ue# $ !e## ga# e%i##i$n# r$% he %$$r9"9!e@

Id$in& Stop: S"#e% e%&$rari!" di#9$nne9 he %$$r, i# a ;reakhr$ugh ne8

e9hn$!$g" in he %$$r9"9!e 8ih he a;i!i" $ #aBe ue! ei9ien and enBir$n%ena!!"

riend!"@ The #"#e% ha# he a;i!i" $ au$%ai9a!!" di#9$nne9 he %$$r, #8i9h $

#and;" %$de $ #aBe energ" 8hen he 9ar #$&&ed %$re han ' #e9$nd# and re#ar#

#%$$h!" 8hen he driBer hr$!e ;a9k and d$ n$ need $ &re## he #ar ;u$n@

Techno$o&y Inte&ration o2 Tit$e AC3 Vehi9!e# 9a&a;!e $ #%$$h #ar hank#

$ inegraed #"#e%# and genera$r #aru&, he %ai%u% ri9i$n redu9i$n, ue!

#aBing# ;a#ed $n ine!!igen e!e9r$ni9 %e9hani#%@ Aer urning $ he engine, he re

!aun9h i# a!#$ Ber" ea#"@

Less Friction Techno$o&y De#igned $ %ini%i7e he %ai%u% ri9i$n, he!

he engine $&erae %$re #%$$h!"@

3as Evaporative Contro$ System ue! ank i# eui&&ed 8ih #"#e% EVAPO

he!& %ini%i7e he eBa&$rai$n $ ga#$!ine, 8hi9h #aBe# ue! ei9ien and

enBir$n%ena!!" riend!"@


7/46


!aximi%e Com2orta"i$ity 4 Sa2ety

SHi 1=?1?> &r$%i#e# $ de!iBer he ;e# driBing e&erien9e here i#@

!ain Container@ ;$ 9$%&ar%en i# 8ider, 9an a99$%%$dae ;$h he ir#

he!%e 1 $r = 9a, hank# $ he #rea%!ined ;e8een he &ar# $n he 9ar ha i#

guaraneed $ ;e he ;$d" #!i%@

Fue$ Container. The ga# ank de#igned 8ih %ai%u% B$!u%e and arranged in

he %$# rea#$na;!e 8a"@ F$%;ined 8ih he a;i!i" $ e9e! in ue! e9$n$%", he ne8

SH !e# u#er# %$Be arher in he di#an9e@

On+O22 s0itch Outri&&ers. S8i9he# Side Sand #hud$8n in#an!" 8hen

!$8ering he $urigger# d$8n@ On!" 8$rk# 8hen he engine #ide ha# g$en $n$

$urigger#@ Thi# he! u#er# $ n$ $rge he !eg# ;ru#hing again# &arie# ;e$re #aring

he 9ar@

Hydrau$ic"ra1e system. SHi 1=?1?> i# eui&&ed 8ih a ;raking #"#e%

9$%;ine# adBan9ed h"drau!i9#@ In &ari9u!ar, he $!!$8ing di#9 ;rake# n$ $n!" in9rea#e

a #en#e $ #a;i!i" and #ae", ;u a!#$ &r$Bide #r$ng ;raking $r9e, 9$ninu$u# and

Ber" ;a!an9ed 8hen ;raking@

!icroenvironment

Company

!ar1etin& mix 56#s7. In $rder $ ideni" he #rengh# and 8eakne##e# $

H$nda i#e!, ir#!", %arkeing %i 8hi9h in9!ude# CP#: &r$du9, &ri9e, &r$%$i$n,

&!a9e, #h$u!d ;e ana!"7ed@

Pr$du9: H$nda ha# a Barie" $ ;rand# $ 9$Ber he Barie" $ i# %arke

#eg%en@ Ea9h &r$du9 8i!! ;e inr$du9ed in $rder@

SH %$de 1=?99 Q 9$!$r#


8/46


Pri9e Sandard: C> VND

a#hi$n: ?>,C,>>> VND

Per#$na!i7ed: ?>,C,>>> NVD

SH 1=?i 1?>i Q? 9$!$r#

Pri9e 1=?99: ,>> VND

1?>99: >,>> VND

MS5 1=?99 QC 9$!$r#

Pri9e ?> VND

PF5 1=?99 Q 9$!$r#

Pri9e AdBan9ed: ?C,C,>>> VND

Sandard: ?1,>> VND

Air !ade 1=?99 Q11 9$!$r#

Pri9e Sandard: ',>> VND

Pre%iu%: '> VND

Magnei9 Pain: C>,>> VND

LEAD 1=?99 Q 9$!$r#

Pri9e AdBan9ed: ',C,>>> VND

Sandard: ',C,>>> VND

VISION 11>99 Q 9$!$r#

Pri9e => VND

uure 1=?99 Q 9$!$r#

Pri9e E!e9r$ni9 ue! inUe9i$n: '>,>> VND

E!e9r$ni9 ue! inUe9i$n: => VND


9/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM <

Far;ure$r: =?,?>>,>>> VND


10/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 1>

aBe RS5 11>99 Q 9$!$r#

Pri9e E!e9r$ni9 ue! inUe9i$n: =',>> VND

Far;ure$r#: =1,>> VND

LADE 11>99 Q< 9$!$r#

Pri9e 1,1>>,>>> VND

1>,>>> VND

=>,>>,>>> VND

Su&er Drea% 11>99 Q' 9$!$r#

Pri9e r$8n: 1,>>,>>> VND

!a9k G$!d: 1,>> VND

aBe A!&ha Q? 9$!$r#

Pri9e 1,>> VND

A99$rding $ hi# &r$du9 range, i i# reBea!ed ha H$nda hink# he u#age $ i#

&r$du9# a# a %ean $ ran#&$rai$n raher han a# an enU$"%en@ A!#$, here are %$re

9$!$r Bariai$n in !$8er &ri9e %$de!# han in higher &ri9e %$de!#@ In addii$n, !$8er

&ri9e %$de!# de#ign $r "$unger &e$&!e in er%# $ &r$du9 #"!e@

Pri9e: A99$rding $ he a;$Be in$r%ai$n a;$u &r$du9#, he &ri9e $ i#

&r$du9# range r$% 1,>> $ >,>> VND@ A99$rding!", H$nda $9u#e# $n

Bari$u# %arke #eg%en r$% !$8er in9$%e $ re!aiBe!" higher in9$%e@ H$nda ha#

%ain!" $9u#ed $n he %idd!ein9$%e #eg%en, ;u ;e9au#e $ he e%ergen9e $ u!ra

!$8 &ri9e %$de!# &r$du9ed ;" Fhine#e %aker# in he %arke, i e&and# i# %arke

#eg%en $ !$8erin9$%e #eg%en a# 8e!! ;" inr$du9ing aBe A!&ha@ NeBerhe!e## he


11/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 11

&ur9ha#e $ %$$r;ike# i# ;ig dea!# $r Viena%e#e 9$n#u%er# ;e9au#e heir aBerage

in9$%e i# ar$und C> %i!!i$n VND, H$nda #u99e##e# $ 9a&ure Bari$u# %arke #eg%en

due $ i# #r$ng ;rand &$8er@

Pr$%$i$n: H$nda ha# ;een a%$u# ;e9au#e $ i# e9e!!en 9u#$%er #erBi9e#

;$h ;e$re and aer &ur9ha#e@ Thi# 9reae# grea 9u#$%er Ba!ue and #r$ng ;rand

i%age h$ugh he Viena%e#e %arke@ In er%# $ adBeri#ing#, eBen h$ugh H$nda ha#

Barie" $ 9hanne!# $ adBeri#e i# &r$du9# #u9h a# Y$uTu;e 9hanne!, and $8n e;#ie,

i# adBeri#ing# are genera! and n$ diereniaed 8ih i# 9$%&ei$r#@ There$re, here

are ne9e##iie# $ 9reae he ad# $9u#ing $n #&e9ii9 eaure $ &r$du9# $r haBing huge

i%&a9 $n 9$n#u%er#J %ind@ H$nda engage# in Bari$u# FSR a9iBiie# #u9h a#

#u&&$ring edu9ai$n, enBir$n%ena! 9$n#erBai$n, and d$ing 9hari" a9iBiie#@ In

addii$n, H$nda #r$ng!" en9$urage# #ae" driBing in Viena%@ e9au#e $ heaB" rai9

#iuai$n, H$nda hink# ha Viena%e#e &e$&!e #h$u!d kn$8 h$8 $ driBe %$re #ae!"

and ei9ien!"@ H$nda !aun9hed W#ae" driBing &r$Ue9X, and i &r$Bide# #ae"

edu9ai$n in i# $8n raining 9ener and !$9a! 9$%%uni"@ Due $ he#e i# a9iBiie#,

H$nda #u99eed in ;ui!ding #r$ng!" &$#iiBe re&uai$n a%$ng Viena%e#e &e$&!e@

P!a9e: H$nda ha# i# $8n dea!er# $r dea!er# under i# na%e in a!! &r$Bin9e# in

Viena%@ Thi# ena;!e# 9u#$%er# $ ea#i!" a99e## $ a dea!er near heir !$9ai$n@

A99$rding!", 9$n#u%er# 9an ea#i!" g$ $ a dea!er 8hen he" haBe a &r$;!e% 8ih heir

%$$r9"9!e#, and e9e!!en #erBi9e# in ea9h dea!er #rengh 9u#$%erJ# !$"a!" $ H$nda@

Thi# #r$ng 9$%;inai$n, ea#" a99e## and e9e!!en 9u#$%er #erBi9e#, 9$nri;ue# $

9reaing grea 9u#$%er eui" and i# he #$ur9e $ i# #r$ng ;rand i%age@

!ar1etin& strate&y. In $rder $ ideni" he %arkeing #raegie#, 8$

ue#i$n# %u# ;e reerred: Whi9h 9u#$%er# 8i!! ;e #erBedZX and WH$8 8i!! a


12/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 1=

9$%&an" #erBeZX H$ndaJ# %arkeing #raegie# 8i!! ;e ana!"7ed a# $!!$8ing he

e;$$k@

Seg%enai$n: A ir#, ;a#i9a!!" Viena%e#e &e$&!e, e9e& #$%e ri9h &e$&!e,

hink a;$u a %$$r9"9!e a# a %ean $ ran#&$rai$n raher han he hing #h$8ing heir

#au#@ In addii$n, Viena%e#e &e$&!e %$# 9are a;$u &ri9e 8hen he" ;u" a

%$$r9"9!e Q* Me, =>1C@ A99$rding!", H$nda 9h$$#e# in9$%e #eg%enai$n a# a

;a#i9 #raeg" $ %arke #eg%enai$n@

Targeing: The &ri9e# $ i# &r$du9# range r$% >,>> VND $

1,>> VND, and here$re, i# %arke #eg%en Barie# r$% high $ !$8 in9$%e

#eg%en@ A99$rding!", H$nda u#e# diereniaed %arkeing, and ea9h ;rand $9u#e# $n

ea9h %arke #eg%en in $rder $ 9$Ber Bari$u# %arke #eg%en@

Diereniai$n and &$#ii$ning: H$nda diereniae i# &r$du9# ;a#ed $n 8$

8a"# $ diereniai$n#@ A ir#, H$nda diereniae# i#e! ;" u#ing i# ;rand i%age@

Viena%e#e &e$&!e haBe re9$gni7ed H$ndaJ# &r$du9# are high ua!i" and dura;!e $r a

!$ng i%e, and here$re, hi# i# he %$# in!uenia! diereniai$n in Viena%e#e

%arke@ In addii$n, H$nda ha# a !$ $ dea!er# in Viena%, and hi# 9$nri;ue# $ i#

#erBi9e diereniai$n@ Fu#$%er# ea#i!" a99e## $ a dea!er near heir !$9ai$n, and ge a

#erBi9e# ;$h ;e$re and aer he" &ur9ha#e i# &r$du9#@

In er%# $ &$#ii$ning, H$ndaJ# &$#ii$n in he %arke Barie# he ;rand $

;rand@ aBe &r$Bide# 9$n#u%er# $n!" ;a#i9 un9i$n# ha reuired $ driBe a re!aiBe!"

!$8er &ri9e, #$ hi# i# he #a%e $r !e## #raeg"@ On he $her hand, SH &r$Bide# high

ua!i" a higher &ri9e, #$ i i# %$re $r %$re #raeg"@ In addii$n, #$%e $her ;rand#

&r$Bide re!aiBe!" g$$d un9i$n# and ua!i" a n$r%a! &ri9e, #$ he#e 8$u!d ;e %$re

$r he #a%e #raeg"@


13/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 1'

Supp$iers

hen H$nda enered $ he Viena%e#e %arke, i re!ied i# 9$%&$nen# $n

a&ane#e and Thai!and %anua9ure# in $rder $ #u#ain i# high ua!i" &r$du9#@

H$8eBer, a he ;eginning $ =>>>#, %an" Fhine#e %aker# enered $ he Viena%e#e

%arke 8ih u!ra!$8 &ri9e %$$r9"9!e#, and here$re, H$nda 8a# reuired $ !aun9h

!$8&ri9e %$de! ;rand $ 9$%&ee 8ih he#e Fhine#e 9$%&ei$r#@ A99$rding!", H$nda

iniiaed $ de&end $n !$9a! %anua9ure# $ &r$du9e n$n9$re 9$%&$nen# $ redu9e he

&r$du9i$n 9$# $ i# %$$r;ike QNgu"en, =>>@ Thi# huge!" 9$nri;ued $ redu9ing

he 9$##, and H$nda #u99eeded in inr$du9ing aBe A!&ha $ he %arke@ A!h$ugh

aBe A!&ha ha# ;e9$%e &$&u!ar &r$du9 in Viena%, H$nda a9ed a ne8 &r$;!e%

re!aed $ #u&&!ier#@ The Viena%e#e g$Bern%en #e he reuire%en $ !$9a! 9$nen

rai$, and a# a re#u!, H$nda %u# haBe e&anded i# !$9a! #u&&!ier# Q@ Thi, 5@ Thi,

=>>


14/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 1C

high ua!i" and &er$r%an9e, and ea#" $ u#e@ Thu#, i# %ain 9$%&ei$r# 8$u!d ;e

YAMAHA and Su7uki ;e9au#e ;$h 9$%&an" haBe #i%i!ar &r$du9 ua!i" 8ih H$nda@

Piaggi$ and SYM are Uu# #%a!! 9$%&ei$r# ;e9au#e heir %arke #hare i# #%a!!, and

heir &r$du9 9$n9e& i# dieren r$% H$ndaJ# $ne@

8A!AHA. Ya%ahaJ# %$$r9"9!e ha# high &er$r%an9e and ua!i" a# #a%e a#

H$nda@ I 9$$&erae# 8ih T$"$a in er%# $ engine e9hn$!$g", and he a;i!i" $

&r$du9i$n and e9hniue are e9e!!en@ YAMAHA ha# => $ %arke #hare in he

Viena%e#e %$$r9"9!e indu#r" here$re, i i# he =nd !arge# %arke #hare@ The

Barie" $ YAMAHAJ# %$$r9"9!e# i# a# #a%e a# H$nda #in9e i ha# 11 ;rand# $

&r$du9#@ H$8eBer, YAMAHAJ# &ri9e range i# !$8er han H$nda@ EBen h$ugh H$nda

9urren!" &r$Bide# !$8&ri9e ;rand #u9h a# aBe, i# &ri9e range re!aiBe!" higher han

YAMAHAJ# &r$du9#@ On he $her hand, YAMAHA %ake# e$r $ redu9e aBerage

&ri9e $ &r$du9#@ In addii$n, YAMAHAJ# %$$r9"9!e# are $9u#ed $n #&$r" driBing@

I# de#ign i# ;eauiu! and #$&hi#i9aed@

A99$rding $ YAMAHA annua! re&$r Q=>1=, YAMAHAJ# %arkeing #raeg"

in Viena% i# r"ing $ enhan9e ;rand &$8er and e&and %arke #hare@ Pr$du9# are

;a#ed $n !$8ue! 9$n#u%&i$n engine@ I 8i!! a!#$ in9rea#e he Barie" $ &r$du9# in

er%# $ deBe!$&%en and de#igning $r ara9ing %$re Viena%e#e 9$n#u%er#@

Re9en!", he ri#e in $i! &ri9e %ake# YAMAHA $9u# $n !$8ue! 9$n#u%&i$n engine

in $rder $ re#&$nd $ 9u#$%er#J need#@ A!#$ i i# $r e&anding he %arke #hare@

Su%u1i@ Su7ukiJ# %$$r9"9!e a!#$ ha# g$$d ua!i" and &er$r%an9e 9!$#ed $

H$nda and YAMAHA@ H$8eBer i 9$%&!ee!" deB$e# i# e$r $ redu9e 9$# $

&r$du9i$n, and a!#$ #e!!# &r$du9# a !$8 &ri9e@ In addii$n, i# &r$du9 de#ign i#

uniue@ Su7uki ha# $ %arke #hare he %arkeing #raeg" $ Su7uki i# 9$%&ee


15/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 1?

8ih $her 9$%&anie# 8ih i# !$8 &ri9e $ e&and i# $8n %arke #hare@ $r a9hieBing

!$8 &ri9e %$$r9"9!e#, Su7uki de9rea#e# he nu%;er $ ;rand# i n$8 &r$Bide# $n!"

;rand# and 9$n9enrae $ &r$du9e $n!" narr$8 range $ &r$du9#@ M$re$Ber, Su7uki

u#ua!!" u#e 9$!$red %aeria!# in $rder $ redu9e he &r$du9i$n 9$# 8hi!e $her

9$%&anie# u#ua!!" u#e n$n9$!$red %aeria!# and 9$!$r he#e %aeria!# ;" he%#e!Be#@

#roduct Comparison. A# i 8a# %eni$ned a;$Be, SHi 1=?1?> &r$Bide# high

e9hn$!$g", grea ua!i", and e9$riend!ine## $ 9$n#u%er#@ F$%&aring 8ih

YAMAHA NM5, SHi 1=?1?> #i!! ha# adBanage# in er%# $ he#e un9i$n#@ Thi#

9$%&ari#$n 9!ear!" indi9ae# ha H$nda SHi 1=?1?> i# ;eer han YAMAHA NM5

e9e& he de#ign ;e9au#e i de&end# $n &er#$na! aB$r@

The rea#$n 8h" 8e 9h$$#e YAMAHA NM5 a# a 9$%&aring &r$du9 i# ha

&ri9e i# 9!$#e $ H$nda SHi #in9e he &ri9e $ NM5 i# >,>>>,>>> VND 8hi!e SHi i#

>,>> VND@ A!#$, he#e &r$du9# arge he #a%e %arke #eg%en ;$h $ he#e

$9u# $n u&&erin9$%e 9!a##@ A9ua!!" he de#ign $ he#e %$$r9"9!e# are dieren in

er%# $ $r e%a!e $r %a!e@ H$8eBer, in hi# 9$%&ari#$n, i 8$u!d n$ ;e 9$n#idera;!e

&r$;!e%@

ir#!", 8e $9u# $n ue! 9a&a9i"@ Large ue! 9a&a9i" %ean# 9$n#u%er# 9an

driBe !$nger di#an9e@ A %$$r9"9!e i# ne9e##ar" g$$d# $ !iBe in Viena%@ Thu#, ue!

9a&a9i" i# an i%&$ran 9rieri$n $ u#e 9$nBenien!" and 9$%$ra;!"@ NM5J# ue!

9a&a9i" i# @L 8hi!e SHiJ# ue! 9a&a9i" i# @?L@ I #h$8# SHi i# ;eer han NM5 in

er%# $ ue! 9a&a9i"@ Se9$nd!", 8e %ake a 9$%&ari#$n in er%# $ ue! 9$n#u%&i$n@

Tha 9$nne9# $ 8$ re#u!#: redu9ing 9$# and &r$e9ing enBir$n%en@ In $her 8$rd#,

g$$d ue! 9$n#u%&i$n he! $ redu9e 9$# $r $i!, and redu9ing $i! 9$n#u%&i$n

9$nri;ue# $ &r$e9ing he enBir$n%en@


16/46


#u"$ic

Financia$ pu"$ics.

Individua$ or Or&ani%ation

Num"er o2 shares

he$d

5thousands7

#ercenta&e o2 tota$

shares outstandin&

597

a&an Tru#ee SerBi9e# ank, Ld@QTru# A99$un

1>C,?? ?@

M$!e" F$ ',,' =@<

MeiUi Ya#uda Lie In#uran9eF$%&an"

?1,1

Ni&&$n Lie In#uran9e F$%&an" =,> 1@?

Mi#ui Su%i$%$ In#uran9e F$@, Ld@ =?,'< 1@C

!edia pu"$ics. H$nda ha# %an" dieren %edia 9hanne! in hand, #u9h a#:

• 888@"$uu;e@9$%u#erH$ndaVide$• h$ndane8#@9$%9hanne!#• 9$r&$rae@h$nda@9$%&re##• 8$r!d@h$nda@9$% [ $r!d Ne8# [ Ne8# Re!ea#e#


17/46


There are a!#$ %an" $her #h$8r$$%, ne8#9$Berage, ne8#&a&er ad 8hi9h are deB$ed

$r H$nda@

#u"$ic :e$ations 5#:7. Sraegi7e, &!an ee9ue PR a9iBiie# $r a##igned

&r$Ue9 Q%ini%u% ' r$% &re!aun9h, !aun9h $ #u#enan9e &ha#e: Pre## Maeria!#

Pre&arai$n, M$ni$r %edia 9$Berage $r ea9h &r$Ue9# ee9ued@, EBa!uai$n QPDFA

$n &r$Ue9# ee9ued, udge %$ni$ring $r ea9h &r$Ue9, Su&&$r Inerna!

F$%%uni9ai$n#, Su&&$r adh$9 eBen#&r$Ue9#, Pi9h arrange %edia e# driBe,

Hand!e a!! %edia enuirie#, M$ni$r ana!"7e %edia e&$#ure rend $r H$nda

9$%&ei$r#@

Loca$ pu"$ic. H$nda #u&&$r# a ;r$ad range $ 9$%%uni";a#ed

enBir$n%ena! edu9ai$n, &re#erBai$n and re#$rai$n e$r#@ Tha %ean# 8eJre

&r$Biding gran#, &r$du9#, and in #$%e 9a#e#, he #u&&$r $ hundred# $ H$nda

B$!uneer#@ heher iJ# 9!eaning ;ea9he#, re#$ring 8e!and#, greening ur;an area#, $r

engaging #uden# in ie!d#9ien9e re#ear9h, 8e ;e!ieBe in 9aring $r he enBir$n%en# in

8hi9h 8e 8$rk and !iBe@ A# he !eading 9$%&an" in &r$du9ing %$$r9"9!e in Viena%,

H$nda Viena% a!8a"# h$!d u& a9iBiie# $ en9$urage and #h$8 &e$&!e h$8 $ driBe

#ae!"@ Sin9e =>>C, he WT\i Y-u Vi] Na%X &r$gra%#, ha# ;een 9eriied and 9$$&eraed

;" he F$%%iee $ he Nai$na! Trai9 Sae", P$!i9e De&ar%en R$ad and H$nda,

haBe ;een aired $r 1> "ear#@ OBer i%e he, he &r$gra% ha# %ake an i%&a9 u&$n he

&e$&!e a!! ar$und he 9$unr" 8ih %an" #u99e##e# ;ring &$#iiBe ee9 $r !$9a! &e$&!e

3enera$ pu"$ic. e#ide haBing re#&$n#i;i!i" 8ih %anua9uring, &r$du9ing and

e#&e9ia!!" en#uring #ae" enBir$n%en, H$nda a!#$ 9$%%i# $ 9$nri;uing $r he

genera! 9$%%uni", #u9h a# rai#ing und $r he edu9ai$n, 9hari" 8$rk and

enBir$n%ena! &r$gra%: The $& 1> "$unge# inn$Ba$r, he a8ard $r #u99e##u!


18/46


engineer and #9ieni#, he rai#ing und $r &$$r ;u hard8$rked #uden, he und $r

Bi9i% $ he


19/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 1<

Consumer mar1ets. H$nda %ain g$a! i# $ &r$Bide high ua!i" ran#&$rai$n

$r Viena% 8ih rea#$na;!e &ri9e

Business mar1ets. Here are #$%e H$nda #u&&!ier#, !ike, Keihin F$r& Que!

#"#e%, Sh$8a F$r& QSeering #"#e%, Shu%i$ 8iring #"#e%, Ld, NOK F$r&,

Nih$n P!a#, Ni&&$n Seiki@

:ese$$er mar1et. e#ide r$% $i9ia! di#ri;uing 9hanne!, here are a!#$

reai!er# 8h$ &ur9ha#ed &r$du9 a &r$i &$in, #u9h a# dea!er, au$%$;i!e #&e9ia!i#,

a&&r$Bed ;$d" #h$&@

Internationa$ mar1ets. F$ninena! E&an#i$n – N$rh, S$uh, and Fenra!

A%eri9a A%eri9an H$nda M$$r QAH 8a# e#a;!i#hed in L$# Ange!e# in une 1


20/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM =>

N$8ada"#, %$$r9"9!e i# 9$n#idered a# he %$# 9$%%$n %ean# $ ran#&$r in

Viena%, e#&e9ia!!" in H$ Fhi Minh Fi"@ In aBerage, here are = $ ' %$$r9"9!e# in

ea9h h$u#e in Viena%@ There$re, Viena% ha# a !arge %$$r;ike9$n#u%&i$n@


21/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM =1

(United Nations, Department of Economic and Social Affairs, Population

Division (2015) !orld Population Prospects" #$e 2015 %evision)

T8$ gra&h# a;$Be #h$8 he 9$%&ari#$n ;e8een he &$&u!ai$n in 1 and in

=>1?@ A# i 9an ;e #een r$% he gra&h#, he &$&u!ai$n in9rea#e# 9$n#idera;!"

hr$ugh$u he &eri$d@ The &$&u!ai$n $ Viena% i# e#i%aed ar$und @' %i!!i$n in

=>1C QThe $r!d ank, and i# &redi9ed $ 9$ninu$u#!" ri#e in he ne e8 "ear#@ In

addii$n, NPA Viena% Q=>1? de#9ri;e# he #ru9ure $ &$&u!ai$n in Viena% a#

$!!$8ing:

Viena% ha# g$ne hr$ugh dra%ai9 9hange# in &$&u!ai$n #ru9ure@ The

nu%;er $ &e$&!e under he age $ 1? ha# a!!en #u;#ania!!", 8hi!e he

nu%;er $ &e$&!e $ 8$rking age Q1? $ C "ear# $!d ha# in9rea#ed@ e9au#e

$ hi#, Viena% i# n$8 in a &eri$d kn$8n a# he g$!den &$&u!ai$n #ru9ureJ@


22/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM ==

e#ide#, !eBe! $ edu9ai$n i# gr$8n #!igh!" 8hi9h ha# !ed $ he ri#e in in9$%e and

!iBing #andard $ &e$&!e !iBing in Viena%@ A99$rding!", i 9an ;e &redi9ed ha &e$&!e

8$u!d ;e %$re ua!i"9$n#9i$u# raher han &ri9e9$n#9i$u#@ M$re$Ber, Viena% ha#

uneua! di#ri;ui$n $ &$&u!ai$n@ Pe$&!e are %$Bing r$% he 9$unr"#ide $ 9iie#@

There$re, 9$%&anie# #h$u!d under#and he#e dieren9e# ;e8een rura! and ur;an area,

and i%&!e%en ee9iBe #raegie# $ di#ri;ue heir $ering# hr$ugh he 9$unr"@

Turning $ gender, n$8ada"#, 8$%en end# $ ;e inde&enden ;e9au#e he"

de#ire he #a%e righ# a# %en@ There$re, he nu%;er $ 8$%en 8h$ %ake# heir $8n

!iBing i# g$ing u& #har&!"@ Thi# ha# !ed $ he in9rea#e $n he 9$n#u%&i$n $ re!aiBe!"

e&en#iBe &r$du9#@ H$8eBer, 8$%en haBe dieren e"e# $n a#hi$n and he" &a" %u9h

%$re aeni$n $n he $u!$$k han %en@ Tha i# 8h" %arkeer# haBe $ %ake #ure $

&r$Bide Bari$u# de#ign in heir $ering#@ On he $her hand, %en u#ua!!" end $ ;e

%$re ua!i"9$n#9i$u# #u9h a# e9hn$!$g" raher han de#ign, #$ %arkeer# #h$u!d a!#$

ind he 8a"# $ e%&ha#i7e ua!iaiBe ara9iBene##@

Economic 2actor

E9$n$%i9 enBir$n%en ae9# 9$n#u%er ;u"ing &$8er and #&ending &aern#@

The re#ear9h i# a;$u H$nda %$$r9"9!e, $n he $her hand, i i# ea%ined a!! a9$r#

8hi9h are inB$!Bed in e9$n$%i9 enBir$n%en ha in!uen9e he #a!e# $ %$$r;ike# in

Viena%@ In a9, Viena% i# a deBe!$&ing 9$unr" in he &r$9e## $ indu#ria!i7ai$n and

%$derni7ai$n, and here$re, %an" e9$n$%i9 a9$r# haBe re9en!" 9hanged@ The ai%

$ he e9$n$%i9 enBir$n%en re#ear9h i# $ he!& ana!"7ing he enire %arke h$r$ugh!"

$ under#and h$8 he %arke re9en!" run#@ There$re, ri9h in$r%ai$n #h$u!d ;e

9areu!!" ea%ined $ ake he ;e# #raeg"@ Thi# re#ear9h 9$Ber# $ur &ar# ;e!$nging $

he e9$n$%i9 enBir$n%en@


23/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM ='

In2$ation rate. ir#!", in!ai$n rae in 8$ 9$unrie#, a&an and Viena%, are

ana!"7ed@ a&an, he $under $ H$nda, 8i!! ;e 9$n#idered a ir#@ In a9, he #ai#i9

#h$8# ha r$% A&ri! $ u!" in =>1?, he in!ai$n rae $ a&an 8en d$8n r$% >@ $

>@=@ I 8i!! 9au#e ha %an" &r$du9#J &ri9e# de9rea#e $r #a" 9$n#an!", and he 9$# $

%aeria!# u#age in %aking %$$r9"9!e# 8i!! $!!$8 #i%i!ar 8a"@ Thi# %a" i%&a9 $n he

&ri9e $ he ina! &r$du9#@ e#ide, 8hen %$$r;ike# are de!iBered a# e&$r &r$du9# $

Viena%, hi# &ri9e %a" ;e redu9ed@ H$8eBer, he %$$r9"9!e %arke u#ua!!" #a"#

#a;!", #$ i# &ri9e end# $ #a" 9$n#an!"@ There$re, he %$$r9"9!e &r$du9er# !ike!"

in9rea#e he uani" $ %$$r;ike# in#ead $ 9hanging he &ri9e# $ &r$du9#@ Ne, he

in!ai$n rae $ Viena% i# ea%ined@ I ha# a!#$ gradua!!" de9rea#ed hr$ugh eBer"

%$nh, he in$r%ai$n indi9ae# ha r$% A&ri! $ Augu# in =>1?, he rae had

de9rea#ed r$% >@@1, and he #ai#i9 &redi9# ha i 8i!! 9$ninu$u#!" de9!ine@

Thi# &ar in9!ude# Viena%J# in!ai$n rae ;e9au#e here are 8$ kind# $ %$$r9"9!e#,

$ne i# a##e%;!ed in a&an and an$her i# a##e%;!ed in Viena%@ H$8eBer, he rea#$n $r

%eni$ning in he in!ai$n rae in Viena% i# ha $n!" e8 &er9en $ d$%e#i9

&r$du9i$n a99$un# $r highBa!ue 9$%&$nen# $ Behi9!e#@ F$%&$nen# %anua9ured

in Viena% are %$#!" #i%&!e #&are &ar# #u9h a# #ea ;e!#, #ea#, and 8ire@ The re# $

he 9rii9a! eui&%en 8ih high e9hn$!$gi9a! 9$nen %$#!" i%&$red r$% $her

9$unrie#@ The in9rea#e in he in!ai$n rae !ike!" !ead# $ he in9rea#e in he #a!e# $

&r$du9#@

Consumer spendin&@ F$n#u%er #&ending in Viena% i# he $her 9ru9ia! &ar@

A99$rding $ IEFONOMIFS Q=>1?, r$% =>1' $ =>1C, Viena%e#e 9$n#u%er

#&ending in9rea#ed r$% =,''1,1>@? ;i!!i$n VND $ =,?


24/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM =C

i 8i!! in9rea#e $ =,> $ c>@ a#i9a!!", Viena%e#e &e$&!e 9$u!d ;u" a %$$r;ike

;" he%#e!Be# 8ih $ne $r 8$ "ear #aBing@ F$n#euen!", he !eBe! $ in9$%e i#

&redi9ed $ in9rea#e in he uure, #$ n$ $n!" H$nda ;u a!#$ he $her 9$%&anie#

!ike!" &r$du9e and e&$r %$re %$$r9"9!e# in $rder $ in9rea#e heir reBenue a# 8e!! a#

&r$i@ M$re$Ber, Viena%e#e %arke i# #i!! a &$enia! %arke $ inBe# and deBe!$&

%$$r9"9!e indu#r"@

3$o"a$ e22ect. The !a# a9$r# #h$u!d ;e 9$n#idered i# he g!$;a! ae9#@

A99$rding $ Mr@ Kur$ka8a Keng$, he FEO $ A#ia P!u# In9@, #aed ha %idd!e and

a!uen 9!a## QMAF, ha %ean# he %idd!e in9$%e 9!a## and 8ea!h" &e$&!e, i# $ne $

er%in$!$gie# 8hen 8e di#9u## ;u#ine## $&&$runiie# in deBe!$&ing 9$unrie# !ike

Viena%@ A99$rding $ $#$n F$n#u!ing Gr$u&, h$u#eh$!d# 8h$#e in9$%e are 1?

%i!!i$n VND $r %$re 8i!! ;e ;e!$nged $ he %idd!ein9$%e 9!a##, and h$u#eh$!d#

8h$#e in9$%e are r$% '> %i!!i$n VND $r %$re 8$u!d ;e 9!a##iied in$ highin9$%e

9!a##@ In Viena%, he nu%;er $ MAF i# a;$u 1= %i!!i$n in =>1=, and i i# e&e9ed $

http://www.brandsvietnam.com/marketer/kurokawakengohttp://www.brandsvietnam.com/marketer/kurokawakengo


25/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM =?

rea9h '' %i!!i$n &e$&!e ;" =>=>@ e9au#e $ he in9rea#e in he nu%;er $ 8ea!h"

&e$&!e, i 8i!! !ead de%and in9rea#e $r re!aiBe!" e&en#iBe &r$du9# $ #u&&$r

;u#ine##e#J &$#ii$n and #anding in he #$9ie"@

H$8eBer, ;e9$%ing a %e%;er $ he $r!d Trade Organi7ai$n QTO

&r$%$e# Viena%b# e9$n$%" $ deBe!$& dee&er and 8ider in he g!$;a! e9$n$%"@ The

$&&$runi" $ ake adBanage $ eerna! re#$ur9e# a99e!erae# he &r$9e## $

indu#ria!i7ai$n and %$derni7ai$n in Viena%@ Addii$na!!", Viena% ha# a!read" #e a

arge in =>=> $ ;a#i9a!!" ;e9$%e an indu#ria!i7ed $8ard %$derni7ed 9$unr"@

urher%$re, here i# an$her &$enia! #eg%en in Viena%e#e %arke: he $reign

8$rker# 8h$ 8$rk and !iBe in Viena% $r !$ng &eri$d $ i%e@ The %arke in Viena%

;a#i9a!!" gr$8# #!igh!", and i 9reae# grea $&&$runiie# $r inernai$na! 9$%&anie#@

E#&e9ia!!", aer WD$i M$iX in 1


26/46


Natura$ 2actor

In9rea#ing he nu%;er $ Behi9!e# !ead# he air &$!!ui$n in he 9i"@ In %an"

;ig 9iie#, air &$!!ui$n ;e9$%e# a h$ i##ue@ Trai9 Ua% re#u!# in %$re ehau# u%e

hen i %ake# he a%$#&here #u"@ Viena% i# ranked he $urh in he 8$r!d ;e9au#e

$ he a%$un $ %$$r9"9!e 8ih ' %i!!i$n QA!ar%ing air &$!!ui$nJ, =>1?@ The %$#

&$!!ui$n area# in Viena% are Han$i and H$ Fhi Minh Fi"@ A99$rding $ Pr$@ Dr@ Le

Hu" a, Dire9$r $ he In#iue $r S9ien9e, Te9hn$!$g" and EnBir$n%ena!

Manage%en in H$ Fhi Minh Fi" niBer#i" $ Indu#r", eBer" da" in he 9i" ar$und ?

%i!!i$n Behi9!e# 9ir9u!aing a!$ng he %ain r$ad $ ?>> #@ ki!$%eer $ he 9i" haBe

%ade air &$!!ui$n !eBe!# eBen %$re #eri$u# QOanh, =>1'

There are %an" &r$Ue9# $ g$Bern%en 8hi9h are 9$nri;ued $ redu9ing he

&$!!ui$n #u9h a#: i%&$#ing heaB" a $n Behi9!e# $ redu9e he a%$un $ &ur9ha#ing

%$$r;ike#, en9$uraging he deBe!$&%en $ Behi9!e# u#ing 9!ean energ", 9a!!ing $r he

a8are $ 9ii7en a;$u &r$e9ing he enBir$n%en@ A99$rding!", %$$r9"9!e 9$%&anie#

ha# ;een reuired $ &r$du9e %$re enBir$n%ena!9$n#9i$u# &r$du9#, and hi# i# a

9urren rend $ he enire indu#r" in Viena%@

Techno$o&ica$ 2actor

Te9hn$!$g" a9$r# ha# ;een 9hanging ra&id!", #$ eBer" 9$%&an" ha# $ ada& $

he#e 9hange# $r #urBiBa!@ I 9reae# ne8 %arke and $&&$runiie# $r %arkeer#@

Te9hn$!$g" i# he i%&$ran e!e%en# $ he %a9r$ enBir$n%en@ AdBan9e in

e9hn$!$gie# i%&r$Be# he &r$du9 and i%&r$Be he %arkea;i!i" $ he &r$du9 a# 8e!!@


27/46


The ;irh $ ne8 e9hn$!$g" in9rea#e# he 9$%&eii$n $ ne8 &r$du9#

9$%&ared $ he radii$na! $ne#@ Ne8 e9hn$!$g" &u#he# ener&ri#e# $ 9hange $

in9rea#e 9$%&eiiBe a;i!iie#@ The e9hn$!$g" 9reae 9$ndii$n# $ &r$du9e 9hea&er

&r$du9 8ih high ua!i", 8hi9h 8i!! ;e a;!e $ #ai#" 9u#$%er# and 9$nri;ue $

in9rea#ing he #a!e#@

Naura! re#$ur9e# and &e$&!e are ke" e!e%en# $ e9hn$!$g" a9$r@ a#ed $n

hi#, he 9$%&an" ;ring# $u %an" &r$du9 $ %ee heir need@ In %$$r9"9!e indu#r"

&e$&!e 9are a;$u #aBe energ" $ #aBe %$ne" and redu9e he ehau# u%e $ &r$e9 he

enBir$n%en@

An$her e9hn$!$g" i# 9$%%uni9ai$n e9hn$!$g"@ A99e## $ he inerne he!

9$nne9 9$n#u%er# $ 9$%%uniie# in he g!$;e here$re, &r$du9# 9an ;e kn$8n a#

and ea#i!"@ I he! ;u#ine##e# $ in9rea#e heir #a!e# and e9hange# $ g$$d# and

#erBi9e#@ I &r$Bide# 9$n#u%er# $&&$runiie# $ a99e## $ #h$&&ing in an$her 8a":

$n!ine #h$&&ing@

#o$itica$ 2actor

Viena% i# 9$n#idered a# $ne $ he %$# #a;i!i7ing &$!ii9a! enBir$n%en# in

he 8$r!d, and a!#$ a# a 9$%$ra;!e and #ae enBir$n%en $r ener&ri#e# $ inBe# in@

La8 $n InBe#%en and La8 $n Ener&ri#e# ;e9$%e ee9iBe r$% une 1, =>>, 8hi9h

a9i!iae he e&an#i$n $ he ;u#ine## reed$%, ara9 &riBae inBe#%en,

#renghening &$#in#&e9ed %e9hani#% and 9reae a air&!a" ie!d $r a!! e9$n$%i9

#e9$r#@

A99e##i$n $ he TO in =>> had a #r$ng re$r% $n he a &$!i9ie# $

Viena%@ There are 1= ari !ine# $ ;e 9u, 8hi9h ha# redu9ed %an" &r$9edure# in

$rder $ 9reae aB$ra;!e 9$ndii$n# $r ;u#ine##e#@ A99$rding $ TO 9$%%i%en#,


28/46


#in9e Ma" '1, =>>, Viena% %u# re%$Be di#9ri%ina$r" ru!e# $r i%&$r, di#ri;ui$n

and u#e $ %$$r9"9!e# 8ih engine 9a&a9i" $ 1? 9u;i9 9eni%eer# $r %$re@ I%&$r

ari# $r %$$r9"9!e# haBe dr$&&ed r$% 1>>, ;" he i%e $ a99e##i$n, $ > in

=>1=, #&are &ar# $ a!! kind# e!! r$% ?> $ '?C? ;" =>1>@ A he #a%e i%e, #in9e

anuar" 1, =>>< Viena% %u# !e $reign ener&ri#e# i%&$r and di#ri;ue i%&$red

%$$r9"9!e# dire9!" in$ he d$%e#i9 %arke@ I%&$r duie# haBe redu9ed, here$re,

d$%e#i9 ener&ri#e# #h$u!d a9iBe!" !inked 8ih ea9h $her $ i%&r$Be 9$%&eing

9a&a;i!i"@ The a;$!ii$n $ he &reerenia! i%&$r ari# a he rae $ !$9a!i7ai$n ha#

%ade i dii9u! $r ener&ri#e# 8hi9h &r$du9e and rade %$$r9"9!e# ;u hi# i# he

$;Ue9iBe reuire%en# $ inegrai$n and %arke deBe!$&%en, and a# 8e!! a# #u&&$r

$$!# $r ;u#ine##e#@

The g$Bern%en ha# u#ed a in9eniBe# $r &ri$ri" #e9$r# #u9h a#

engineering, %anua9uring, and hen9e i 8i!! indire9!" #u&&$r he %$$r9"9!e

indu#r" 8ih !$8 enr" &ri9e 9$%&$nen# and he rei%;ur#e%en $ in9$%e a i he

9$%&anie# u#e &r$i# $ inBe# in e9hn$!$g" and deBe!$&ing he %$$r9"9!e@

Sociocu$tura$ 2actor

A99$rding $ he re&$r $ Mini#r" $ Tran#&$r $n u!", =>11, he &$&u!ai$n

$ Viena% 8a# ,?C


29/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM =<

dieren9e# $ $&ini$n and generai$n@ O!der &e$&!e $en $9u# $n #e9uri" and !$8e#

9$#, ;u he "$ung &e$&!e end $ 9are a;$u he 9$!$r, #"!e and eaure# $ he Behi9!e@

S;OT Ana$ysis

a#ed $n $ur ana!"#i# $ 9urren %arke 9$ndii$n# in &reBi$u# 8$ &ar#, 8e

9an ie%i7e &$enia! SOT a9$r# ;e!$8@ There are Bari$u# a9$r# ha ae9 $

H$ndaJ# a9iBiie#@ In hi# &ar, 8e ie%i7e Bari$u# SOT a9$r# ir#, hen de#9ri;e

#$%e ke" a9$r# ha huge!" in!uen9e $n he %arkeing #raegie# 8e re9$%%end !aer@

Ke" a9$r# are de&i9ed in he 9har ;e!$8@

Stren&ths.

Pr$du9 Bariai$n

ide &ri9e range

F$!$r Bariai$n Q$r #$%e ;rand#, e#&e9ia!!" in !$8er &ri9e %$de!#

E9e!!en #a!e# #erBi9e#

Vari$u# FSR a9iBiie#


30/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM '>

G$$d a99e## $ dea!er# QMan" dea!er# in Viena%

Varie" $ arge #eg%en#

Sr$ng ;rand re9$gnii$n: High ua!i", dura;i!i"

The in9rea#e in he &r$du9i$n 9a&a9i" – e#a;!i#hed he hird &!an in Viena%

High !$9a! 9$nen rai$

The g$$d di#ri;ui$n $ &r$du9# – !$8er&ri9e %$de!# in %$unain area# and

higher&ri9e %$de! in ur;an area

ide range $ %edia 9hanne! – g$$d $r adBeri#ing#

AdBan9ed e9hn$!$g" – PGMI, and id!ing #$& #"#e%

Sin9e H$nda #u99eed# in d$%inaing in he %arke, here are %an" #rengh# ha

#u&&$r i# #u99e## in he Viena%e#e %arke@ e &$in $u 8$ #rengh#: #r$ng ;rand

&$8er and adBan9ed e9hn$!$g"@ ih n$ d$u;, H$nda he #r$nge# ;rand in hi#

%arke a!! Viena%e#e &e$&!e kn$8 H$nda, and he" ru# i# &r$du9# are high ua!i"@

There$re, hi# i# he grea adBanage 8hen i &r$%$e# he #a!e# $ %$$r9"9!e#@ H$nda

9an u#e i# na%e a# a g$$d #$ur9e $ 9$nBin9e 9$n#u%er#, and i #h$u!d ui!i7e he na%e

$ 9reae a &$#iiBe re&uai$n hr$ugh he enire %arke@ In addii$n, e#&e9ia!!" $r SHi

1=?1?>, adBan9ed e9hn$!$g" #u9h a# PGMI and id!ing #$& #"#e% #h$u!d ;e

e%&ha#i7ed hr$ugh he &r$%$i$n 9a%&aign@ Sin9e hi# i# he rea#$n SHi 1=?1?> i#

he e&en#iBe ;rand, H$nda %u# a&&ea! he#e adBan9ed e9hn$!$g" and Uu#i" he

higher &ri9e@

;ea1nesses.

Genera! adBeri#ing#

T$$ %u9h $9u# $n !$8&ri9e &r$du9#: aBe A!&ha e9@


31/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM '1

H$nda i# he #u99e##u! 9$%&an" in Viena%, #$ here are n$ #$ %u9h 8eakne##e# i

&$##e##e#@ H$8eBer, 8e &$in $u 8$ 8eakne##e#: genera! adBeri#ing# and huge

re!ian9e $n !$8&ri9e %$de!@ A ir#, e#&e9ia!!" $r SHi 1=?1?>, H$nda d$e# n$ ake

g$$d adBeri#ing #raeg" $ &r$%$e he #a!e# $ hi# %$de!@ I# adBeri#ing i# $$

genera! here$re, i d$e# n$ #u99eed in &r$%$ing hi# ;rand ;r$ad!"@ M$re$Ber,

H$nda huge!" re!ie# i# #a!e# $n !$8&ri9e %$de!: aBe and Su&er Drea%@ A99$rding $

he %arke re#ear9h 9$ndu9ed ;" A#ia P!u# In9@ Q=>1C, %$re han ?> $ %$$r9"9!e

u#er# in Viena% u#e he#e 8$ %$de!#@ On he $her hand, he #a!e# $ SHi 1=?1?>

d$e# n$ gr$8 idea!!", #$ here i# a ne9e##i" $ 9hange i# &r$%$i$n $r SHi 1=?1?>@

Opportunities.

Large %arke – he &$&u!ari" $ %$$r;ike

The in9rea#e in &$&u!ai$n

The in9rea#e in he nu%;er $ &e$&!e $ 8$rking age

The gr$8h $ edu9ai$n !eBe! – he in9rea#e in he ua!i"9$n#9i$u# 9$n#u%er#

The ri#e in in9$%e and !iBing #andard

The inde&enden9e $ 8$%en

The i%&$ran9e $ re!ai$n#hi& a%$ng Viena%e#e &e$&!e

High !eBe! $ air &$!!ui$n – $ inr$du9e he e9$riend!" %$de!

The in9rea#e in he nu%;er $ $reign 8$rker# in Viena%

Sin9e Viena% ha# #ignii9an!" gr$8n re9en e8 "ear#, here are Bari$u# $&&$runiie#

in hi# %arke@ ir#!", a# $!!$8ing he gr$8h $ e9$n$%", he in9$%e !eBe! ha# gr$8n

dra%ai9a!!"@ Thi# %ake# 9$n#u%er# a$rda;!e $ &ur9ha#e %$re e&en#iBe &r$du9#


32/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM '=

9$%&ared $ he" 8ere in e8 "ear# ag$ hi# !ead# $ he in9rea#e in 9$n#u%er

#&ending@ In addii$n, he gr$8h $ edu9ai$n !eBe! a!#$ &$#iiBe!" i%&a9# $n he #a!e#

$ H$ndaJ# &r$du9#@ Edu9ai$n he! 9$n#u%er# $ ;e %$re ua!i"9$n#9i$u# raher

han &ri9e9$n#9i$u#, e#&e9ia!!" $r a !arge &ur9ha#e #u9h a# %$$r9"9!e# $r

#%ar&h$ne#@ A99$rding!", H$nda 8$u!d ;e a;!e $ Uu#i" high &ri9e 9harged $

&r$du9# ;" e%&ha#i7ing h$#e high ua!i" and dura;i!i"@ urher%$re, air &$!!ui$n in

Viena% %igh a!#$ ;e an $&&$runi" $ &r$%$e e9$riend!" &r$du9#@ Man"

re#ear9he# #h$8ed ha he !eBe! $ air &$!!ui$n in Viena% i# #eri$u# !eBe!, and here i#

a ne9e##i" $ dea! 8ih hi# &r$;!e%@ There$re, he #a!e# $ e9$riend!" &r$du9#

8$u!d in9rea#e i 9$n#u%er# are enBir$n%ena!9$n#9i$u#@ ina!!", he in9rea#e in he

nu%;er $ $reign 8$rker# %igh ;e a;!e $ 9reae a ne8 %arke in Viena%@ Sin9e he

g$Bern%en i%&!e%ened d$i %$i &$!i9", %an" $reign 9$%&anie# haBe inBe#ed in

Viena%e#e %arke ;e9au#e $ i# grea &$enia! $ gr$8h@ Thi# !ead# $ in9rea#e he

nu%;er $ $reign 8$rker# 8$rking in Viena%@ Hen9e, hi# i# a!#$ $ne $ he

$&&$runiie# $ e&and he %arke and in9rea#e he #a!e# $ &r$du9#@

Threats.

Sauraed %arke – he de%and de9!ine in 1' in =>1' and he de9!ine in #a!e# in

Viena%e#e %arke

A!ernaiBe# r$% 9$%&ei$r#

ina!!", 8e &$in $u 8$ hrea# H$nda 9urren!" a9e#: %arke #aurai$n and he

in9rea#e in he nu%;er $ 9$%&eing &r$du9#@ The ;igge# &r$;!e% H$nda a9e# i#

%arke #aurai$n@ A99$rding $ H$nda Q=>1C, he de%and $r %$$r9"9!e# in he

Viena%e#e %arke de9!ine in r$ugh!" 1' 9$%&ared $ he &reBi$u# "ear@ Thi#

negaiBe!" i%&a9 $n he #a!e# $ %$$r9"9!e# in he enire %arke@ There$re, H$nda


33/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM ''

%u# dea! 8ih hi# &r$;!e% ;" inding a ne8 8a"@ H$nda %igh ;e a;!e $ !aun9h a ne8

9a%&aign $ &r$%$e he #a!e#, $r $ ind a ne8 %arke 8here i ha# neBer $9u#ed $n@

In addii$n, he in9rea#e in he nu%;er $ 9$%&eing &r$du9# and a!ernaiBe# r$%

9$%&ei$r# i# an$her hrea H$nda #h$u!d rea9@ Re9en!", $her 9$%&ei$r# #!igh!"

in9rea#e he %arke #hare@ H$nda #i!! ha# a huge %arke #hare in he %arke, ;u he

gr$8h $ 9$%&ei$r# %igh ;e a hrea in he uure@

T$ #u% u& hi# &ar, eBen h$ugh H$nda i# d$%inan in he %arke, i a!#$

&$##e##e# 8eakne##e# and a9e# hrea# 8hi9h i %u# dea! 8ih@ H$nda 9an in9rea#e i#

#a!e# ;" $Ber9$%ing i# 8eakne##e# i #h$u!d ;$$# he #a!e# $ high&ri9e %$de! eiher@

H$nda #h$u!d dea! 8ih he #auraed %arke #in9e hi# 8i!! in!uen9e $n he #a!e# $r a

!$ng er%@ A99$rding!", ;a#ed $n he SOT a9$r# 8e &re#ened in hi# &ar, 8e 8i!!

%ake hree re9$%%endai$n# $r H$ndaJ# %arkeing #raeg" $ in9rea#e he #a!e# $

SHi 1=?1?> in ne &ar@

:ecommendations

a#ed $n $ur ana!"#i# %eni$ned a;$Be, 8e re9$%%end# hree %arkeing

#raegie# $r he #a!e# $ SHi 1=?1?> %arke deBe!$&%en $r highin9$%e #eg%en

%arke deBe!$&%en $r $reigner# #a"ing in Viena% and he een#i$n $ 9u#$%er

#erBi9e#@

!ar1et deve$opment 2or hi&hincome se&ment

SHi 1=?1?> i# kn$8n a# $ne $ he %$# Ba!ua;!e %$$r9"9!e ;rand# $

H$nda@ There$re, $ur ir# re9$%%endai$n i# arge $ &e$&!e 8ih high in9$%e, 8h$

a$rd he 9h$#en &r$du9@ G$ing 8ih hi# arge #eg%en i# a 9ha!!enge $r H$nda ha

&e$&!e 8ih high in9$%e end# $ haBe %an" $&i$n# in 9h$$#ing a %ean# $

ran#&$rai$n@ H$8eBer, 8e ;e!ieBe ha hi# i# n$ i%&$##i;!e i 8e dee&!" under#and


34/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM 'C

$ur arge 9$n#u%er and %ake an a&&r$&riae %arkeing &!an $ &r$%$e SHi 1=?1?> $

he%@

:easons to choose this mar1et. There are 8$ rea#$n# 8h" 8e 9h$$#e hi#

arge %arke@ ir# $ a!!, 8e 8$u!d !ike $ ake adBanage $ 9hange# in he e9$n$%i9#

$ H$ Fhi Minh Fi"@ A99$rding $ e9$n$%i9 ana!"#i#, here ha# ;een a gr$8h in he

!eBe! $ in9$%e $ Viena%e#e &e$&!e, e#&e9ia!!" &e$&!e !iBing in H$ Fhi Minh Fi"@

There$re, he 9$n#u%er i# %$re !ike!" $ ;e 9$nBin9ed ;" #h$8ing he% ;enei# ha

he" 9an ge ;" ;u"ing hi# ;rand@ In $her 8$rd#, &e$&!e 8ih high in9$%e ee! ea#ier

$ #&end !arge %$ne" $n #$%ehing han e8 "ear# ag$@

The $her rea#$n $r 9h$$#ing hi# %arke i# ;e9au#e 8e!!$ &e$&!e end $

8an $ ge aeni$n r$% $her# ;" #h$8ing $@ The" u#ua!!" 8an ;ig h$u#e# and

!uur" 9!$he#, and a Behi9!e i# n$ an e9e&i$n@ A!h$ugh here 8a# a de9!ine in he

de%and $ %$$r9"9!e# in Viena% QH$nda, =>1C and $da" %$re and %$re &e$&!e !ike

$ haBe a 9ar in#ead $ a %$$r9"9!e, 8e ;e!ieBe ha 8e 9an ake hi# 9ha!!enge and

urn i in$ an adBanage in $ur adBeri#ing #raeg"@

Advertisin& strate&y. In $rder $ #$!Be he &r$;!e% 8e haBe %eni$ned ;e!$8

and $ &r$%$e SHi 1=?1?> $ $ur arge #eg%en, he ir# hing 8e need $ d$ i#

#h$8ing $ur 9$n#u%er he rea!i"@ The rea!i" 8e 8$u!d !ike $ %eni$n i# a;$u he

rai9 Ua%@ N$8ada"#, rai9 Ua% i# a he a!er rae@ I 9an $99ur an"i%e and a

an"8here@ M$re$Ber, he #ree #"#e% in H$ Fhi Minh Fi" 9$n#i## $ %an" #%a!!

#ree#@ There$re, i i# ere%e!" dii9u! $r &e$&!e $ raBe! r$und he 9i" 8ih a 9ar

in#ead $ a %$$r9"9!e@ Thi# rea!i" i# an adBanage $r H$nda $ ge ;a9k i# 9$n#u%er,

e#&e9ia!!" i# &$enia! 9$n#u%er# $r SHi 1=?1?>@

An$her #raeg" 8e u#e in adBeri#ing SHi 1=?1?> i# #h$8ing he ;enei# ha $ur


35/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM '?

&r$du9 9an &r$Bide $ he 9$n#u%er, e#&e9ia!!" in #aBing ue! and a!#$ 9$nri;uing $

he enBir$n%en, in $rder $ di#ra9 he &r$;!e% 8ih &ri9ing@ H$nda #h$u!d $9u# $n

i# %$dern and he!&u! e9hn$!$gie# 8hi9h are PMGI, IDLING #$& and he %$#

#ignii9an i# he #%ar ke", 8hi9h i# ir# u#ed in %$$r9"9!e %arke in H$ Fhi Minh

Fi"@ The#e e9hn$!$gie# #h$u!d ;e #and $u in $ur adBeri#ing in $rder $ gra; he

aeni$n $ i# arge 9$n#u%er#@ urher%$re, $9u#ing $n he de#ign and 9$!$r Barie"

are a!#$ u#eu! 8a"# $ ara9 $ur 9$n#u%er@ e9au#e $ur arge 9$n#u%er i# high 9!a##

&e$&!e, here$re he" &a" !$# $ aeni$n in he de#ign@

A99$rding $ he adBeri#ing #raeg", 8e re9$%%end hree %eh$d# $ &r$%$e

SHi 1=?1?> $ $ur arge 9$n#u%er#@ ir#, H$nda #h$u!d &r$%$e $n adBeri#ing $n

ne8#&a&er, $n!ine 8e;#ie, and e!eBi#i$n@ The#e hing# are $$ 9$%%$n in adBeri#ing@

H$8eBer, he#e are ere%e!" ee9iBe 8a"# $ ;$$# $ur #a!e ;e9au#e &e$&!e 8ih high

in9$%e, e#&e9ia!!" ;u#ine## &e$&!e, u#ua!!" u&dae ne8# in h$#e 9hanne!#@ The #e9$nd

#ugge#i$n i# a;$u he di#&!a" $ SHi 1=?1?> in $ur #h$8r$$%#@ e #h$u!d %ake #ure

&!a9e# $r SH. 1=?1?> $ #and $u and e&re## he !uuri$u# i%age in $rder $ ge

aeni$n r$% &e$&!e@ ina!!", 8e #h$u!d ake adBanage in ;eing #&$n#$r in ;u#ine##

eBen# #$ a# $ adBeri#e i# &r$du9 $ he arge %arke@

!ar1et deve$opment 2or 2orei&ners

Sin9e he de9!ine in he de%and $r %$$r9"9!e# in Viena% he de%and

de9!ine in r$ugh!" 1' in =>1' QH$nda, =>1C, H$nda %u# #eek he %arke 8hi9h 9an

9$Ber he #a!e# de9rea#e in he enire %arke@ H$nda i# d$%inan in he Viena%e#e

%arke, and hi# %ean# ha H$nda %u# ind he %arke ha i ha# n$ $9u#ed $n eBer@

There$re, 8e #ugge# he %arke deBe!$&%en $r $reigner# #a"ing in Viena%, ;$h

$reign 8$rker# and &e$&!e 8h$ de9ide $ #e!e in Viena%, a# a ne8, ni9he %arke $


36/46


&r$%$e SHi 1=?1?>@ Thi# i# n$ en$ugh !arge %arke $ 9$Ber he #a!e# de9rea#e in he

enire %arke, ;u hi# %arke 8$u!d ;e high!" &r$ia;!e i H$nda 9an #u99eed in

&r$%$ing SHi 1=?1?>, he %$# e&en#iBe ;rand@

:easons to choose this mar1et. There are %ain!" hree rea#$n# 8h" 8e

9h$$#e hi# %arke $ &r$%$e SHi 1=?1?>@ ir#!", a# i 8a# %eni$ned a;$Be, he

Viena%e#e %$$r9"9!e %arke ha# gradua!!" ;een #auraed, and a9ua!!" he de%and

$r %$$r9"9!e# de9rea#e# 9$ninua!!"@ There$re, H$nda %u# ind a ne8 %arke $

&r$%$e i# ;rand#@ There i# a g$$d $&&$runi" ha %igh ;e a g$$d %arke $r H$nda@

Sin9e he g$Bern%en i%&!e%ened Wd$i %$iX, i ha# #r$ng!" en9$uraged $reign dire9

inBe#%en QDI r$% $her 9$unrie#@ In addii$n, he ra&id e9$n$%i9 gr$8h %ake#

Viena% a &$enia! ;u#ine## ie!d $r $reign 9$%&anie#@ A99$rding!", %an" $reign

9$%&anie# #ar heir ;u#ine##e# in Viena%, and hi# !ead# he in9rea#e in he nu%;er $

$reign 8$rker# in Viena%@ In a9, 8e 9an #ee a !$ $ $reigner# in dai!" !ie, and hi#

i# a!#$ an eBiden9e ha #u&&$r# %an" $reigner# are #a"ing in Viena%@ Hen9e, he

9urren in9rea#e in he nu%;er $ $reigner# in Viena% 9reae# a ni9he %arke ha

ena;!e# H$nda $ &r$%$e SHi 1=?1?>@ urher%$re, 8e a##u%e ha here i# n$ #r$ng

9$%&eii$n in hi# %arke #in9e %ain 9$%&ei$r#: YAMAHA, Su7uki, Piaggi$, and

San Y$ung M$$r, d$ n$ &r$Bide he 8e;#ie in Eng!i#h@ e;#ie# are 9ru9ia! #$ur9e# $

9$%%uni9ae 8ih 9$n#u%er# and &r$Bide !arge a%$un $ in$r%ai$n@ N$ Eng!i#h

8e;#ie# %ean n$;$d" $9u#e# $n hi# ni9he %arke hu#, hi# %arke 8$u!d ;e

&$enia! 8ih$u an" #r$ng 9$%&ei$r#@

Se9$nd!", %$$r9"9!e i# ne9e##ar" $ !iBe in Viena% a# a %ain ran#&$rai$n,

and $reign 8$rker# a!#$ rea!i7e i 8ihin e8 8eek# aer he" 9$%e $ Viena%@

e9au#e u#ua!!" $reign 8$rker# 8$rk in an$her 9$unr" r$% hree $ iBe "ear# $r


37/46


%$re han iBe "ear#, #$ he" 8$u!d haBe he #r$ng de%and# $r a %$$r9"9!e@ Thi# i#

an inrin#i9 de%and deriBed r$% 9$n#u%er# he%#e!Be# here$re, hi# i# a &$enia!

$&&$runi" $ &r$%$e he #a!e# $ %$$r9"9!e#@ ina!!", $reigner# #i%&!" %$re a$rd

he high&ri9e %$de! han Viena%e#e 9$n#u%er#@ Sin9e he" 8$rk in an$her 9$unr",

heir #a!ar" i# %u9h higher han 8hen he" 8$rk in he $rigina! 9$unr"@ In addii$n, he

!iBing e&en#e# i# %u9h !$8er in Viena% han in $her 9$unrie#, #$ he" are re!aiBe!"

a;!e $ #&end a !arge a%$un $ %$ne" in Viena%@ In #h$r, he#e hree rea#$n# 8$u!d

#u&&$r $ur re9$%%endai$n $ deBe!$& a %arke in a ne8 de%$gra&hi9 #eg%en:

$reigner# #a"ing in Viena%@

Advertisin& strate&y. In $rder $ &r$%$e he #a!e# $ SHi 1=?1?> $

$reigner#, a ir#, H$nda %u# ge heir aeni$n $ hi# ;rand@ Thr$ugh he &r$9e## $

ge an aeni$n r$% he arge #eg%en, 8e re9$%%end $ u#e he ;urner

adBeri#e%en# $n he e;#ie@ S&e9ii9a!!", ;e9au#e %$# $ $ur arge i# $reign

8$rker#, H$nda #h$u!d &u ;urner# $n ne8# e;#ie ha $reigner# u#e $ 9he9k he

dai!" ne8# in Viena%@ $r ea%&!e, VnE&re## and Thanh Nien Ne8# are a%$u#

ne8# 8e;#ie# ha are reuen!" Bi#ied ;" $reigner#@ Fhe9king dai!" ne8# i# a dai!"

r$uine $r 8$rker#, and here$re, %$# $ $ur arge# ha;iua!!" Bi#i he#e 8e;#ie#@

There$re, he#e 8e;#ie# ena;!e H$nda $ e&$#e $ur arge# $ ;urner adBeri#e%en#,

and hi# en9$urage# un9$n#9i$u# !earning a;$u SHi 1=?1?>@ Our arge un9$n#9i$u#!"

!earn he ei#en9e $ hi# ;rand hr$ugh Bi#ing he#e 8e;#ie#, and hi# 8$u!d ;e an

adBanage 8hen H$nda &r$%$e# he #a!e# $ hi# ;rand@

Se9$nd!", H$nda #h$u!d &u he adBeri#e%en# $n %aga7ine# and guide;$$k#

a;$u Viena% $ ge an inere# r$% $reigner#@ The#e are a!#$ &$enia! #$ur9e# $

e&$#e $reigner# $ he adBeri#e%en# ;e9au#e &e$&!e Bi#i $ an$her 9$unr"


38/46


deinie!" 9he9k he in$r%ai$n a;$u ha 9$unr", and he de%and $r %$$r9"9!e#

$99ur 8ihin e8 8eek# aer he" 9$%e $ Viena%@ Thi# indi9ae# ha $reigner# 8h$

9$%e $ Viena% 9he9k he in$r%ai$n a;$u Viena% 8hen he de%and $r a

%$$r9"9!e $99ur# in heir %ind@ There$re, H$nda 9an &r$Bide he in$r%ai$n a;$u

he ;rand a he g$$d i%e ;" &uing adBeri#e%en# $n he#e #$ur9e#@ The

adBeri#e%en# #h$u!d in9!ude 8$ in$r%ai$n: he ne9e##i" $ %$$r9"9!e# in he

Viena%e#e !ie and he ara9iBene## $ SHi 1=?1?>@ The $r%er in$r%ai$n #u&&$r#

$ #rengh heir re9$gnii$n ha a %$$r9"9!e i# ne9e##ar" $ !iBe in Viena%@ The !aer

in$r%ai$n ae9# he% $ &u SHi 1=?1?> in heir 9$n#iderai$n #e#@ Thi# #e& he!

in9rea#e he re9$gnii$n $ he ;rand, and hi# 8$u!d 8$rk &$#iiBe!" 8hen he arge#

#eri$u#!" 9$n#ider he &ur9ha#e $ a %$$r9"9!e@ hen he" #e& in he &r$9e## $

in$r%ai$n #ear9h, he" #ar #ear9h a;$u he ;rand ha i# in heir 9$n#iderai$n #e#@

There$re, hi# #e& i# i%&$ran $ ge an inere# $r he ;rand r$% $reigner#, and hi#

9$nne9# $ enhan9e he ee9iBene## $ ne #e&@

ina!!", H$nda %u# 9reae he ara9iBe 8e;#ie $ &r$%$e he #a!e# $ SHi

1=?1?>@ Aer H$nda #u99eeded in geing he inere# r$% he arge#, he" Bi#i he

8e;#ie $ re#ear9h urher in$r%ai$n a;$u he ;rand@ A# he %aU$r &r$%i#e, H$nda

%u# &r$Bide he 8e;#ie in Eng!i#h@ There i# n$ un9i$n ha 9an ran#!ae a!!

in$r%ai$n in he 8e;#ie $ Eng!i#h@ There$re, H$nda %u# eui& he ran#!ai$n

un9i$n in i# 8e;#ie@ Then, in $rder $ 9$nBin9e he arge# $ &ur9ha#e he ;rand,

H$nda #h$u!d 9$%;ine hree "&e# $ a&&ea!# ee9iBe!"@ A ir#, ;e9au#e 9$n#u%er#

u#ua!!" inB$!Be in eended &ur9ha#e de9i#i$n &r$9e## 8hen he" 9h$$#e a %$$r9"9!e,

rai$na! a&&ea!# are ee9iBe@ H$nda #h$u!d a&&ea! he i%&$ran &r$du9 ari;ue# and

he ;enei# 9$n#u%er 9an gain ;" &ur9ha#ing he ;rand@ In addii$n, e%$i$na! a&&ea!#


39/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM '<

9an rein$r9e 9$n#u%erJ# 8i!!ingne## $ &ur9ha#e hi# ;rand@ H$nda %u# %ainain he

#$&hi#i9aed i%age $ hi# ;rand, #$ SHi 1=?1?> %u# ;e &re#ened a# a W9$$!

%$$r9"9!eX $ %$iBae $reigner# $ ;u" he ;rand@ urher%$re, in hi# 9a#e, e%&ah"

8ih heir e&erien9e# i# a!#$ ee9iBe a# an e%$i$na! a&&ea!@ M$# $reigner#

e#&e9ia!!" r$% deBe!$&ed 9$unrie# ee! he air in Viena% i# ere%e!" ;ad 8hen he"

9$%e here $r he ir# i%e@ In a9, he a&ane#e #uden# e! a heaBier air 8hen he"

;reahe in he ir# e8 8eek#@ H$nda 9an e%&ahi7e 8ih hi# e&erien9e, and hi#

9$nri;ue# $ #renghening he in!uen9e $ %$ra! a&&ea!@ A# a %$ra! a&&ea!, H$nda

%u# e%&ha#i7e he e9$riend!ine## $ hi# ;rand, and a&&ea! ha i i# ne9e##ar" $

redu9e FO= e%i##i$n# in Viena%@ O;Bi$u#!", %an" re#ear9h #h$8ed ha Viena% i#

$ne $ he &$!!ued 9$unr" in er%# $ air, and e%i##i$n# r$% %$$r9"9!e# 9$un# $r

> $ air &$!!ui$n in Viena%@ A99$rding!", here i# a grea ne9e##i" $ inr$du9e e9$

riend!" %$$r9"9!e in he Viena%e#e %arke hen9e, hi# %$ra! a&&ea! i# ee9iBe $

9$nBin9e he arge#@ M$re$Ber, $reigner#, e#&e9ia!!" r$% e#ern 9$unrie#, end $

;e %$re enBir$n%ena! 9$n#9i$u#, and hi# i# an$her rea#$n ha #u&&$r# he

ee9iBene## $ %$ra! a&&ea! $r $reigner#@

Thr$ugh he adBeri#ing #raeg", 8e #ugge# hree 8a"# and #e $ ara9

$reigner# #a"ing in Viena%@ ir#!", H$nda #h$u!d ge an aeni$n r$% he arge# ;"

u#ing ;anner# in ne8# e;#ie#@ Se9$nd!", H$nda #h$u!d &u adBeri#e%en# in

%aga7ine# and guide;$$k# a;$u Viena%, and hi# i# a #e& $ %ake he% inere#ed in

he ;rand@ ina!!", H$nda %u# 9$nBin9e 9u#$%er# $n i# 8e;#ie ;" &r$Biding he

8e;#ie in Eng!i#h and u#ing he 9$%;inai$n $ hree "&e# $ a&&ea!#@ e h$&e hi# i#

he ;e# &r$9e## $ ara9 $reigner# $ &ur9ha#e SHi 1=?1?>, and here$re, hi# i# $ur

re9$%%endai$n $r he %arke deBe!$&%en $r $reigner# #a"ing in Viena%@


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MARKETING PLAN ANALYSIS – HONDA VIETNAM C>

The extension o2 customer service

Our ina! re9$%%endai$n i# he een#i$n $ 9u#$%er #erBi9e@ In hi# &ar, 8e

#ugge# 8$ 8a"# $ eend he 9u#$%er #erBi9e#@ In he !a# 8$ re9$%%endai$n#, 8e

#ugge#ed ha H$nda #h$u!d #r$ng!" &r$%$e he #a!e# $ SHi 1=?1?> $r &e$&!e 8h$

a$rd hi# high&ri9e ;rand: highin9$%e #eg%en and $reigner#@ SHi 1=? 1?> i# he

%$# e&en#iBe ;rand in he H$ndaJ# &r$du9 !ineu&, and hi# indi9ae# hi# ;rand 8$u!d

;e high ua!i" and &er$r% ;eer han $her ;rand#@ In $rder $ #rengh hi#

re9$gnii$n a%$ng 9$n#u%er#, 8e #ugge# he een#i$n $ 8arran" $r SHi 1=?1?> $

hree "ear#, $ne "ear !$nger han $her ;rand# H$nda &r$Bide# 8$ "ear# $r =>@>>> k%

8arran" $r eBer" &r$du9@ Thi# he! $ %ake 9$n#u%er# re9$gni7e %$re #r$ng!" SHi

1=?1?> a# highua!i" and dura;!e ;rand, and in9rea#e he &$##i;i!i" ha SHi 1=?1?>

8$u!d ;e in 9$n#u%er#J 9$n#iderai$n #e# 8hen he" hink he &ur9ha#e $ a

%$$r9"9!e@ Thi# a!#$ 8$rk# $ diereniae SHi 1=?1?> r$% $her ;rand#, and

9$nri;ue# $ in9rea#ing i# Ba!ue a%$ng 9$n#u%er#@ A# a re#u!, hi# een#i$n $

8arran" a!#$ he! $ &r$%$e he #a!e# $ SHi 1=?1?>@

ina!!", 8e #ugge# H$nda #h$u!d &r$%$e he #a!e# $ SHi 1=?1?> ;" he!&ing

he 9$n#u%er# $ a$rd i@ A99$rding!", 8e #ugge# a #&e9ia! dea! $r he &ur9ha#e $

SHi 1=?1?> H$nda a99$un# $r he inere# $ !$an# $ %ake a &ur9ha#e $ SHi

1=?1?> 9$n#u%er# 9an &ur9ha#e i 8ih 7er$ inere#@ Thi# ena;!e# 9$n#u%er# $

de9ide $ &ur9ha#e SHi 1=?1?> #in9e he inere# $ !$an# i# $ne $ he ;urden# $r

9$n#u%er# 8hen he" %ake a ;ig &ur9ha#e@ Thi# i# a n$ #ignii9an!" ;ig dea! $r

9$n#u%er#, ;u hi# 8$u!d ;e $ne $ he #$ur9e# ha &u#he# 9$n#u%er# $ %ake a

&ur9ha#e de9i#i$n@ There are 8$ ;enei# ;" $ering hi# dea! $ 9$n#u%er#@ ir#!", $r

H$nda i#e!, i 9an $er he di#9$un 8ih$u 9hanging he &ri9e@ S$%ei%e# 9hanging


41/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM C1

he &ri9e %igh da%age he ;rand i%age e#&e9ia!!" SHi 1=?1?> i# he !uuri$u#

&r$du9@ There$re, hi# i# a g$$d #raeg" $r H$nda $ ara9 9$n#u%er# 8ih$u

har%ing he i%age $ ;rand@ Se9$nd!", $r 9$n#u%er#, #i%&!" he" haBe $ &a" !e## $r

&ur9ha#ing SHi 1=?1?>@ Thi# i# $;Bi$u#!" a g$$d dea! $r 9$n#u%er#: hu#, hi# 9an

&r$%$e he #a!e# $ SHi 1=?1?>@

T$ #u% u& $ur re9$%%endai$n#, 8e %ain!" %ake hree re9$%%endai$n#:

%arke deBe!$&%en $r highin9$%e #eg%en, $reigner#, and he een#i$n $

9u#$%er #erBi9e#@ A ir#, H$nda #h$u!d #r$ng!" &r$%$e SHi 1=?1?> $ highin9$%e

#eg%en@ In addii$n, $reign 8$rker# in Viena% n$8 9reae a #%a!! ;u ara9iBe

%arke here$re, H$nda #h$u!d ara9 $reign 8$rker# $ in9rea#e he #a!e# $ SHi

1=?1?>@ ina!!", H$nda #h$u!d &r$Bide #&e9ia! dea!# $r SHi1=?1?>@ The een#i$n $

8arran" $ hree "ear# he! $ rein$r9e 9u#$%erJ# &er9e&i$n $r hi# ;rand@

urher%$re, 7er$ inere# $r he &ur9ha#e $ hi# ;rand 8i!! huge!" ae9 9$n#u%er#J

&ur9ha#e de9i#i$n#@ A99$rding!", ;" i%&!e%ening $ur hree re9$%%endai$n# in ne

"ear, H$nda 9an in9rea#e he #a!e# $ SHi 1=?1?>@ e h$&e he#e $ur re9$%%endai$n#

8i!! ;e he!&u! $r H$nda $ in9rea#e i# #a!e# in ne "ear@

The pro"$em o2 reca$$ 2or SHi ()*+(*,

A99$rding $ Vne&re##@ne and Thanhnien@9$%@Bn, $n O9$;er =h, H$nda

$i9ia! ann$un9ed ha i re9$gni7ed he &r$;!e% 8ih he #%arke" #%arke" urned

$ au$%ai9a!!" aer 1> %inue raher han 1> da"#@ H$nda $i9ia! urged he

9u#$%er# $ g$ $ H$ndaJ# 8$rk#h$& $ i i@ ih eBer" %$$r;ike, 9u#$%er 9$u!d

ge ree $i! 9hange@ On N$Be%;er =?h, he g$Bern%en reuired H$nda $ re9a!! a!!

au! &r$du9#, ;e9au#e i i# again# he ru!e $r au! adBeri#ing &r$du9@ There ha# ;een

n$ $i9ia! ne8# r$% H$nda "e@


42/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM C=

Immediate dea$s 2or SHi ()*+(*, users

H$nda #h$u!d $9u# h$8 he 9u#$%er 8i!! raBe! during he re&airing i%e@

A99$rding!", i #h$u!d r" $ &r$Bide ran#&$rai$n $r eBer"$ne 8hi!e %ini%i7ing heir

9$#@ There are = 8a"# H$nda 9an d$ hi#@

#$an A. H$nda 9an 9$$&erae 8ih gra;ai $r gra;;ike, $ &r$Bide ree $

9harge ai driBe $r 9u#$%er# 8ih a di#an9e Q!ike $n!" !i%ied in he 9i"@ Sin9e

Gra;Tai and ;ike i# Ber" 9hea& in Viena%, he" had e9e!!en Barie" $ 9ar $r

%$$r;ike a heir u#e, and hi# i# a Ber" ee9iBe 8a" $ i%&r$Be ;$h 9$%&anie#J

i%age#@

#$an B. H$nda 9an &r$Bide ga# 9$u&$n Q!ike ?>> h$u#and VND, $ &r$Bide

heir ga# 9$n#u%&i$n 8hi!e 9$n#u%er# u#e $her $r% $ ran#&$rai$n@ Sin9e he

a%$un $ 9$# 8i!! ;e ea#ier $ &redi9 and %$re 9$nr$!!a;!e and he#e are #i!! in

rea#$na;!e 9$#, hi# &!an 8$u!d ;e a9i$na;!e@ I 9an kee& he 9u#$%er# ha&&" ;e9au#e

he ga# &ri9e i# rea!!" high@

-ea$s a2ter the pro"$em is reso$ved

T$ #h$8 a&$!$g" $r 9$n#u%er# and #i%u!ae he #a!e# aer hi# 9a#e, H$nda

9an u#e hi# a9i$n &!an@

#$an' H$nda #h$u!d $&en %$re eBen#, !ike WA da" 8ih H$ndaX@ Thi# eBen 9an

de%$n#rae SHi 1=?1?> i# #i!! a Ber" highua!i" &r$du9, and 9an &r$Bide ;e#

driBing e&erien9e@ urher%$re, hi# he! $ #h$8 ha 9$n#u%er#J ru## are #i!! in he

righ &!a9e@


43/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM C'

In #u%%ar", #in9e H$nda ha# he &r$;!e% ha i %u# addre## a# #$$n a#

&$##i;!e, 8e #ugge#ed ;$h i%%ediae dea!# and aer dea!# $ %ainain 9$n#u%er#J

ru# $r H$nda i#e!@ Thi# 8a# he au! $ H$nda here$re, i %u# dea! 8ih he

&r$;!e% a# ui9k!" a# i 9an@ I H$nda 8i!! ai! $ dea! 8ih hi# &r$;!e% &r$&er!", hi#

8i!! huge!" ae9 he #a!e# $ a!! &r$du9# H$nda &r$Bide in he %arke@ A99$rding!",

8e h$&e ha $ur re9$%%endai$n $ he dea!# $r hi# &r$;!e% 8i!! ;e a!#$ he!&u! $r

H$nda $ re#$!Be hi# &r$;!e%@


44/46

MARKETING PLAN ANALYSIS – HONDA VIETNAM CC

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MARKETING PLAN ANALYSIS – HONDA VIETNAM C

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marketing plan analysis honda vietnam

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