Honda's Foray into the Mass Market in India

            
  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:
Case Code : MKTG306 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

Themes

Marketing
Case Length : 13 Pages
Period : 2012
Pub Date : 2013
Teaching Note : Available
Organization : Honda Motorcycle and Scooter India Ltd.
Industry : Two wheeler market
Countries : India

Abstract:

Honda Motorcycle and Scooter India Ltd. (HMSI) launched an economy segment motorcycle the ‘Dream Yuga’ in India in 2012, to attract mass and rural customers. It aimed to sell 300,000 ‘Dream Yuga’ units by the end of 2012-13. It also intended to become the leader in the Indian two wheeler market by 2020 with its aggressive expansion strategies. In order to tap the potential in Tier-II and Tier-III cities in India, HMSI planned to strengthen its sales and service network in these cities. The challenge ahead of HMSI was to gain leadership in the cluttered Indian two-wheeler market.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

The case will help the students:
» Understand how Honda is entering the mass market.
» Understand what factors contributed for the growth of HMSI in India.
» Discuss how Honda can attain the leadership position by 2020 in the Indian two wheeler market.
» Discuss how Honda's entry into pre-owned two-wheeler market will work to its benefit.

Contents:

  Page No.
Introduction 1
Honda in India 1
Two-Wheeler Market in India 2
Honda's Entry into Mass Market 3
Future Outlook 5
Exhibits 7

Keywords:

HMSI, Indian Scooter Market, Mass Market, Pre-owned Two Wheeler, Brand Management, Dream Yuga, Rural Marketing, Joint Venture, Lifestyle, Strategy, Positioning, Retail, Dealership, Channel Marketing, Advertisement, Motorcycle

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