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Power House Honda Slowly Losing Steam In Market

By IGI Global on Jul 11, 2011
Honda has long been synonymous with delivering top quality products and focusing on performance and innovation to exceed customers' expectations. Not only does Honda produce durable yet affordable automobiles; they also manufacture motorcycles, engines, and power equipment. Recently, their research and development team has generated ideas to manufacture products such as tillers, portable generators, outboard engines, water pumps, lawnmowers, snow blowers a power carrier, an electric four-wheel scooter, and a household compact cogeneration unit. According to statistics provided by Honda and cited by researcher Noha Ismail (American University in Cairo, Egypt), author of " Honda Power Products: Ensuring the Future of a Leading Brand in a Turbulent Market", in 2008, the cumulative production of Honda power products has reached 85 million units, manufactured in nine countries, 11 plants, and sold in 156 countries to 5.5 million customers.

Within the past few years, Honda has penetrated the Egyptian market at a very successful rate. Recently, however, though sales have continued to increase, they have been doing so at a decreasing rate. The International Commercial and Industrial Investment Company, S.A.E (ICII), a trading company specializing in high-end power products and construction equipment, has begun to face challenges associated with Honda's decreasing market share. According to Ismail, the main challenges are "configuring a marketing strategy to ensure its viability in a turbulent market and selecting growth alternative that ensure its sustainability in light of the changing market conditions."

In this case study, Ismail details how a company like Honda can maintain its level of success during economic instability in a region like Egypt. The power products' market in Egypt has always provided top quality products to customers interested in Japanese and European brands, which are renowned for their durability and efficiency. In Honda's case, however, although the market is still growing and Honda power products are considered the cream of the crop, due to the entry of many other competitors, Honda has started losing marketing share. Ismail notes that because Honda is a very reputable company and is known for its high quality and efficiency, "they are considered to be the Rolls Royce among the power products due to the quality of electricity it generates and the services it offices. Consistent to their image, Honda Egypt positions its after sales service as being fast, efficient, and durable." But how does a company continue to grow in sales while strengthening its reputation for being one of the best? To learn how, check out " Honda Power Products: Ensuring the Future of a Leading Brand in a Turbulent Market."

This case study is found in one of IGI Global's newest releases, Cases on Business and Management in the MENA Region: New Trends and Opportunities. This book presents a careful blend of conceptual, theoretical, and applied research in regard to the relationship between the Middle East and North Africa region and business and management. This casebook explores the importance of these relationships, aspects related to ICT, accounting, data protection, usability concerning corporate change, and supply chain management. This publication will further theories and practices in this region, as it provides a voice for regional business and management. To learn more about Cases on Business and Management in the MENA Region: New Trends and Opportunities, please click here: www.igi-global.com/bookstore/titledetails.aspx?TitleId=47047.

The teaching case studies contained in this book are all highly recommended for use in the classroom! Each case has related teaching notes for professors which include material such as questions and answers, an epilogue, lessons learned, and additional resources for further research. Interested in using IGI Global teaching cases in your classroom? Visit www.igi-global.com/cases.aspx to start searching the collection, or go to www.igi-global.com/cases/caseinformation/requestexaminationcopy.aspx to request a complimentary examination copy!
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