Hondas merketing strategy
Marketing of Honda motorcycles in the USA
The American Honda Motor Company was established as a subsidiary by
Honda in 1959. During the 1960's the type of motorcycles brought by
Americans underwent a major change. Motorcycle registrations increased
by over 800,000 in five years from 1960. In the early 60's the major
competitors were Haley - Davidson of U.S.A, BSA, Triumph and Norton of
the UK and Motto - Guzzi of Italy. Harley-Davidson had the largest
…
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…and shows how Pascale viewed Honda. The model
shows a realised strategy made up from a an intended strategy together
with an emergent strategy which is not planned but emerges in relation
to activities within the environment. Pascale seemed to think that in
Hondas case a substantial proportion or the companies corporate
strategy was emergent and less was actually intended strategy.
The actual strategy followed by Honda is likely to be a combination of
both.
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