Marketing of Honda motorcycles in the USA.

The American Honda Motor Company was established as a subsidiary by Honda in 1959. During the 1960s the type of bikes brought by Americans underwent a major change. ride registrations increased by over 800,000 in five years from 1960. In the archean 60s the major competitors were Haley - Davidson of U.S.A, BSA, gloat and Norton of the UK and Motto - Guzzi of Italy. Harley-Davidson had the largest food market share with sales in 1959 totalling a 6.6 million dollars. Many of the motorcycles produced were large and bulky and this led to the mental picture of the motorcycle rider as being one who wore a whip jacket and went out to cause trouble. The Boston Consulting assort ( BCG ) report was initiated by the British government to study the rule out in British motorcycle companies around the world, in situation in the USA where sales had dropped from 49% in 1959 to 9% in 1973. The two key factors the report identified was the market share difference and profitability decline s an the surpass economy disadvantages in technology, distribution, and manufacturing. The BCG report showed that success of the Nipponese manufacturers started with the ontogeny of their own municipal markets. The juicy production for domestic petition led to Honda experiencing economies of scale as the cost of producing motorbikes declined with the level of output. This provided Honda to achieve a in high spiritsly competitive cost position which they used to penetrate into the US market. The basic philosophy of the Japanese manufacture is that high volumes per mannikin provide the potentiality for high productivity as a result of using capital intensive and highly modify techniques. Their marketing strategies are therefore directed towards developing these high model volumes, hence the careful attention that we have spy them giving to growth and market share.... If you want to get a full essay, order it on our website: OrderCustom! Paper.com

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