 STUDENT’S NAME:

 STUDENT ID:
 CLASS:SB0770
 SUBJECT:PRINCIPLES OF MARKETING
 TEACHER:NGUYEN NGOC TRUC CHI
IN
DIVIDUALASSIGNMENT

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Contents
A. Introduction ofHonda...............................................................................................................

B. Introduction of 4P’s

C. 4p’s of Honda...........................................................................................................................

1. Product...............................................................................................................................

2. Price ..................................................................................................................................

3. Place …………………………………………………………………………………………………

4. Promotion…………………………………………………………………………………………..

D. Conclusion................................................................................................................................

Reference........................................................................................................................................

A. INTRODUCTION

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Company Name: Honda Vietnam Company

Established: Honda Vietnam Company is a joint venture between Honda Motor Company (Japan), Asian
Honda Motor Co. (Thailand) and General Dynamics and Machine Company of Vietnam Agriculture.

Investment License: 1521 / GP March 22, 1996: Production of motorcycle assembly. March 15, 2005,
Honda Vietnam Co. received investment licenses amend number 1521/GPDC, add automobile production
and assembly functions.

Business activities: Manufacture and assembly of motorcycles and motorcycle parts Honda brand;
Production and assembly of cars below 9 seats.

Legal capital: $ 62,900,000 (under Investment License)

Invested capital: $ 209,252,000 (under Investment License)

Area: 219,000 m2

Employees: 3,000 (as of July 2006)

B. INTRODUCE 4P’S

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What model for marketing strategy? When E. Jerome McCarthy (Harvard University) wrote the book

Marketing basics (Basic Marketing) in 1960, he probably did not anticipate the impact of 4P’s model

which he introduced based on the concept of the marketing mix.

Originally 4P’s then be interpreted as follows:

Product: The product is formed from the basic needs of consumers.

Price: Decision of the product depends on the cost of production, operating from the

company itself and the position of the competitor products on the market.

Place: How to distribute the product.

Promotion: The type of product promotion.

Nearly half a century has passed, there were many articles to make arguments and criticism for

that 4P’s outdated and insufficient to create a solid foundation for a marketing strategy in the new

century. And also a series of model marketing (such 7Ps, 4As) is introduced to replace the position

of 4P’s in the marketing world.

But 4P’s continue to exist in most marketing classes, from basic courses to supplement short-term

knowledge to specialized classes in college and even in the MBA program for future business

leaders.

4P’s reasons still exist in nearly half a century because it covers all the elements of a marketing

strategy a simple way that is still relatively full. Of course 4P’s now more broadly defined

beginning to better suit the times.

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C. 4P’S of HONDA COMPANY
Honda the most famous brand about motorbike in Viet Nam and Honda had many products in

Viet Nam market. I want to introduce the newest product of Honda .It is Air Blade 125. And I

will analyze 4P’s of Honda Company.

1. PRODUCT:

Despite the end of the year, the company

rushed the completion of the unfinished work,

then HONDA chose this time to introduce the

new Air Blade 125.HONDA brand and Air

Blade although already very familiar and into

the hearts of consumers for a long time, but

with this new product - Air Blade 125, really

it's a solid step of HONDA.No longer carry the

reputation of being weak (Air Blade older version of a cylinder capacity 110) that the new Air

Blade overcome possible drawbacks noise machine, or look "stupid" version of the Air Blade

2011. Now, Air Blade 125 is the luxury combined with the youthful, aggressive. And behind the

shell that is the first new power soon and will be excavated.

Introduced in 2007, it can be said Air Blade is a major source of profit of HONDA. So, HONDA

constantly refreshed Air Blade products. From the carburetor, 2009, Honda introduced the Air

Blade Fi with a significant reduction in fuel consumption. By April 2011, HONDA continue to

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"improve" Air Blade appearance by the significant change of style: from 1 to 2 lamps, tire inner

tubes and leg room for front wide and the cover more sure. And today, Honda returned to race

with other firms in the Air Blade 125, and two spherical mirrors. Only that but it is more than

enough for any of us want to own it.

Design:

External form of the Air Blade can also change quite impressed with Projector headlights pair

system (focusing lens-which is used for cars) allows two light bulbs at the same time in each mode

(referenceprojection near or far); hand sports watch with 3D stripe, have the ability to reflect light LED

and liquid crystal display with full information about the fuel level, clock radios, clocksreported distance

and gauges journey. LED tail lights and brake lights sharp design, 3D logo, stamp new car.

New Air Blade overall dimensions 1901 mm long, 687 mm wide and 1115 mm high.4.4-liter fuel

tank. Vehicle use of hydraulic telescopic fork front shock absorbers, fork springs hydraulic damping

cylinder.

Engine:

Air Blade 125 with many new improvements.The most notable in this new version is the smart

ESP 4-stroke engine, integrated PGM-FI electronic fuel injection, single-cylinder, liquid-cooled, 125cc

capacity (This is the engine is equipped with SH 125cc and PCX).

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New engine fitted on the Air Blade for maximum capacity of 11 hp at 8500 rpm r / min and torque of 11.2

Nm at 5000 rev / min. Honda announced, this generation engine helped Air Blade 125 fuel savings of

23% while capacity increased by 22% compared with a 110cc engine fitted on the previous version

Like PCX and SH, Air Blade 125 incorporates a range of features and technologies such as stop

moderately Idling Stop system, control system in Evapo gasoline, the subject ACG, glove drawers larger

capacity. Particularly, the most advanced version is equipped with two additional features to locate

smart car and a lamp locks.

With eSP4 engine, Air Blade 125 for feeling better, but it is quieter than the Air Blade 110. This

difference is evident when running and a light station, the car shot up sharply; when paddy station, the

engine is not nearly as old generation. At speeds above 40 km / h, the car reacts more sensitive to

scooters but kept the sound of the engine is quite smooth. When running on the street, the new Air Blade

maintain the advantages of flexibility, especially Idling Stop and features a more powerful engine helps to

reduce a lot of discomfort to the driver in traffic, having a red light . On the highway, Air Blade 125 also

appeared to be a dress, well at high speeds.

2. PRICE:

In the Vietnamese market, Air Blade is Honda's most successful models. From the first debut 4-2007, now

Air Blade has 7 times the improvement and achieved total cumulative sales of 1.65 million units. This

new version despite impressive improvements, but Honda Vietnam has given consideration are

considered very competitive price compared to competitors and own high-end products Honda SH, PCX.

With this move Honda Vietnam has high expectations for the form of its most popular products in the

Vietnamese market after a year of declining sales.

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The mid-range scooters Honda Air Blade 125 has not fever after one month on the market. So what helps

this hot model in the context of the motorcycle market last year so bleak?

Currently, the authorized dealer of Honda in Hanoi are selling Air Blade 125 special edition for about

43- 44 million, a premium of about 42 million and is usually around 40 million. Higher prices on the

proposed price from 2 to 4 million but was down slightly from a peak of 5 million two weeks ago.

Many people will wonder why the Air Blade older generation is always below the suggested retail price

of 2-3 million for nearly a year, while the new Air Blade 125 can quickly reverse the , create price fever?

From the market survey and the ride one of Air Blade 125 shows, the following reasons played a decisive

role to the high fever of the new models:

 Higher technology

 More powerful but more fuel-efficient

 New design

 Dramatic changes

 Proposed prices rose slightly, the limited supply

Not to be as SH seniors just new technology has reduced in price shock, Air Blade 125 has a suggested

retail price of 38 million with a regular, 39 million and 40 million senior sports, higher than the

corresponding 1 million compared to the older generation (though different names).

Proposed prices increased only slightly but superior technology than the new design and most useful to

Air Blade 125 make a huge difference with the older generation. Along with that, the supply from the

factory Honda first phase is still not a lot, based on the needs of consumers, the Honda dealer has

applied the actual retail price is quite high above. Yet many Honda dealer said, next time, when supply

increases, prices will quickly return to vehicles around the proposed price.

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Number of vehicles in the dealer less because this is the first batch from Honda Vietnam. In addition to

the new car, there are many improvements in both design and technology, the Air Blade 125 still "fever"

by psychologist customers want to buy from the first batch, which is said to be of higher quality.

Honda Vietnam said Air Blade 125 started selling on 30/12, the number of assigned agents remains

small. By mid-month, the amount will be more and the company expected to meet demand. With the

current difficulties, Honda is not easy to happen the audience that will take advantage of new cars and

high-end needs to boost sales, increase market share. Therefore Air Blade 125 is difficult to create a

fever and the price difference as long life 2010

Since its presence in Vietnam, Honda has introduced a lot of new car models and improve old models

and stay ahead of the sales of this item in the Vietnamese market. Honda's success in occupying the

market not only on the design & quality of their products but an equally important part, which is the

company's valuation techniques Honda. Honda products are priced to fit the maximum amount of their

customers, from popular products meet the demand for travel is essential to the very high price of high-

end products to satisfy the needs use, showing the level of the user.

Pricing strategy of Honda Vietnam is mainly aimed at their target audience, which is the middle class of

society. this is the force of the main customers of the company throughout the years. However, Honda

does not stop there, namely they have superior products imported from foreign countries in order to

reach the high-class customers who are willing to spend a large sum of money to meet their needs.

The pricing strategy of Honda extremely proper, the most obvious evidence that they had been in Vietnam

for a long time, after many years in business, Honda never become an old brand that the company

continues to grow, even on a lot of market share.

3. PLACE:

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Like the different products of Honda , Air Blade 125 was sold in Honda shop network credentials,

including the HEAD (car Stores and Services by Honda Delegate) and HASS (Store Service by Honda

credentials), is built around the country in order to provide productsgenuine Honda Vietnam as well as

after-sales services to end consumers.Honda's distribution system wide distribution through

intermediaries, dealers.

Honda will find a variety of locations to facilitate for customers easily search for products produced by

the Honda. In Head or Hass, the consumer will know the best advice from Honda’s counselors

4. PROMOTION:

Honda in Viet Nam has a slogan "I love Viet Nam." Honda have worked closely with the Vietnamese

people for so many years, from the motorbikes 60, 70, 80 for today's modern motorbikes like: SH, PCX,

Air Bade…. With bravery brand and quality products, Honda is still dominate the market, promises to

bring customers new products more complete in the future.

Air Blade 125 is trump of HONDA bring in his noble mission: to win back the market share that

it has lost .So Honda prepared very careful for promotion of new product.

Traditional policies and sales promotion Honda When a new product is introduced in the

market, the main objective of this policy is:

 Inform potential customers of the company that now has a new product, introducing new

innovations and outstanding superiority in the new product (improvements in technology

and innovation trends pages in this product). Along with that is a promotion for a

number of vehicles sold soon.

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  Sell directly through distribution agents or authorized dealers of Honda, sell more

products or not is dependent on these agents. With support for the campaign mode is

heavily advertised on television and radio.

 Honda introduces products at the fair to attract new customers interested. It is also one

of the way to new products

Air Blade 125 always appears in magazines and television. Beside it, Honda took the clips that

introduce the new product in popular website like 24h.com or vnexpress.net….The frequency of Air

Bladeis thicker on the mass media. It’s reason why this new product is very hot in the market

D. CONCLUSION

Honda used 4P’s effectively with pricing and product strategyfor consumers from medium to high

income, distribution reasonable, struck a chord with consumers with the slogan "We love Viet Nam"

Honda succeed in motorbike market of Viet Nam

The fact that businesses always have difficulty in obtaining competitive advantage to make a difference,

make breaking through in the "forest" brand today. Honda realized that if they try a little further in the

form of product policy - if they really meet the needs of customers, making customers really happy -

they will have competitive advantage. And more importantly, now realize that customers are willing to

pay a little more for better service or get value added products (added value).

 Now also realize that if their products are presented better opponents, they will be able to make a

difference for their products while promoting it and attract the attention of customers. The key to

success in the construction business marketing strategy based on 4P’s framework is they have to

realize that the customer is the focus,target market (Target market) is the focus of as 4P’s around it.

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Reference:

1. https://www.google.com.vn

2. http://www.honda.com.vn

3. http://www.bansacthuonghieu.com

4. http://marketing.24h.com.vn

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