Honda Amaze

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Transcript of Honda Amaze

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    Running Head: UNDERSTANDING AND EXECUTING EFFECTIVE CUSTOMER COMMUNICATION

    Table of Contents

    EXECUTIVE SUMMARY vi

    1 INTRODUCTION 1

    1.1Company Profile1.2Features

    1.2.1Design

    1.2.2 Cabin

    1.2.3 New Engine

    1

    1

    2

    3

    4

    2 LITERATURE REVIEW 5

    3 METHODOLOGY

    3.1 Market Research

    3.2 SPSS Analysis

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    6

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    4 FINDINGS

    4.1 Sales Network

    4.2 Growth and Market Research

    4.3 Competitive Fators

    4.4 SWOT Analysis

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    5 CONCLUSION

    5.1 BCG Matrix Analysis

    5.2 Marketing Strategy5.3 Segmentation, Targeting and Positioning

    5.4 Point of Parity

    5.5 Price

    5.6 Status in Companys Brand Portfolio

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    6 RECOMMENDATIONS

    6.1 SPSS Output Analysis

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    7 BIBLIOGRAPHY 26

    DEEPESH ISSAC GUNIKA KOCHAR JATIN LUTHRA KANIKANAVPREET SINGH

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    Executive Summary

    This analysis focuses on the growth, future prospects and competitor analysis of thediesel variant of the newly launched sedan, Honda Amaze. The automotive industry ismassive, competitive, and it is expected to undergo major restructuring in the near futuredue to globalization and decreasing oil reserves due to which the demand for petrolsubstitutes could rise and hence the demand for diesel engines and that too efficient ones.

    The report begins with defining the features of the new sedan and what all changes havebeen brought in the technology by Honda to improve the efficiency and mileage of thecar. This is followed by defining the methodology which has been used in the report toconclude and support the argument that how the sedan is better than its competitivemodels. The methodology adopted for the analysis uses the statistical techniques which

    have been applied on the market survey conducted on a sample. Various other qualitativetools have used to support the conclusions drawn from the techniques.

    Honda Amaze was marketed successfully because of the already existing sale network ofHCIL which has helped it to compete against the top selling sedan in its segment i.e.Swift Dzire. This has also helped Amaze in capturing a larger market share even thoughthe market was experiencing a slowdown due to various macro economic factors.Furthermore Hondas efficient diesel engine is another factor that has boosted the sales ofthe new sedan.

    Even though Honda Amaze is successfully capturing the market there is a scope of

    improvement that can be implemented by finding the gaps because of which a SWOTanalysis was also carried out. Apart from SWOT the BCG matrix helps in identifying thecurrent stage in which the product is and has helped Honda to implement the variousstrategies that help a product to progress through various stages of its life cycle.

    The research paper also provides an insight of the various marketing strategies adoptedby Honda to target the right set of customers and follow the promotion strategies

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    accordingly which can further help in increasing the market share of Amaze and cangenerate more revenue.

    Finally the statistical tools have helped in analyzing the data and to suggest

    recommendations based on the customer perspective.

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    Introduction

    Retailing is a distribution channel in which a retailer (reseller) is selling goods to the final

    consumer which were bought from a manufacturer/supplier/distributor, without bringing

    any significant changes to the characteristic of the goods.

    Retailing has been beneficial to both the producers and the consumers. If it has helped the

    producers to reach their target markets then it has also helped the consumers by providing

    them with the opportunity to purchase wide variety of products from convenient

    locations. Retailing can be classified into two categories named as unorganized retail and

    organized retail.

    Source: CRISIL Research

    Unorganized Retail

    Goods sold by small retailers under the traditional formats like kirana shops, kiosks and

    vendors refer to as unorganized retailing.

    Organized Retail

    When consumers can buy goods from a similar purchase environment across more than

    one physical location can be referred to as organized retailing.

    levels of organized retail.

    Following are the three levels at which organized retail can operate:

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    Level I: Specialty stores catering to a particular category of products like food andgrocery, apparel and accessories, footwear, home decor and furnishing, etc.

    Level II: A departmental store, supermarket or a hypermarket catering to two or morecategory of products mentioned in the above list.

    Level III: A mall which is agglomeration of departmental stores, supermarkets andspecialty stores.

    Levels of retail:

    Source: CRISIL Research

    The project will cover analysis of the concerned brandits growth, market share,

    competitors, customers perception, opportunities/threats, status in the companys brandportfolio, strategies for future growth, etc.

    Company Profile

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    Reliance Retail India Ltd., (HCIL) is a leading manufacturer of premium cars in India.The company was established in 1995 with a commitment to provide Hondas latestpassenger car models and technologies, to the Indian customers. The company is asubsidiary of Honda Motor Co. Ltd., Japan.

    Features of Honda Amaze

    source: https://www.hondacarindia.com/

    design.

    This latest addition to the Honda India family hit the roads in April 2013. And in addition to the new one-and-half litre, i-DTEC diesel engine, it also sports a slightly retunedversion of the 1.2-litre petrol engine that is currently being offered in the Brio.

    The Amaze, is already new, though it is based on the Brio or is rather a clone with a bigboot. But when Honda took a bunch of Indian journalists to test drive the Amaze at itstest facility in Motegi Japan, the focus was more on the fact that it will be the new dieselengine version. Rightfully so, after all Honda will finally crack the sub-four-metre and

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    sub-1.5-litre diesel engine category, taking on competitors like the Maruti Suzuki SwiftDZire and the Tata Indigo CS.

    The real story of the Amazes design starts once you walk past the B-pillar. The rest ofthe front is identical to the Brio. The rear half of the Amaze is all new. Unlike the Brios

    near parallel to the road roof, the Amazes roof slopes gradually down where it meets therear glass and then slopes sharply down to the boot lid. The boot lid itself is typicallystubby and ends abruptly, a characteristic of most sub-four-metre sedans.

    But the best part of the Amaze is that the design doesnt give it an ungainly stance. Therestill seems to be a certain planned, purposeful flourish to the design. Aiding this visualperception is the addition of a second belt-line that starts where the first fades and thenmerges neatly into the tail lamp. At the rear, the tail-lamps are adequately large to abetthe healthy sedan look. There are a few obvious design cues that have been taken fromthe current City and its Arrow Shot form.

    The rear door design has changed in the Amaze compared to the Brio, due to the newroof and rear design. There is also the addition of a quarter glass at the rear. The stubbylid hides a massive boot for a sub-four-metre sedan.

    cabin.

    source: https://www.hondacarindia.com/

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    Overall, the Amazes cab-forward design is still very hatch-like from the front, but someclever lines at the sides and some key design elements at the rear manage to make itmuch less cumbersome than the Suzuki Swift DZire. But much of its dimensions anddesign have been chosen to eventually benefit in improving the practicality of the car forthe user.

    Take, for example, the fact that the wheelbase has been enhanced by 60mm to 2,405mmcompared to the Brios 2,345mm. The Amazes total length is 3,990mm, width is1,680mm and overall height is 1,500mm. The increased dimensions go on to improve thespace inside the Amazes cabin.

    It is difficult to fully appreciate the amount of legroom and knee room that Hondaengineers have managed to liberate from the increased wheelbase until you sit at the rearbench of the new car. With a six-footer at the wheel, there was still room for the rearpassenger of average build to sit more than comfortably, without his knees scrapping thefront bucket seats back rest.

    The cabin of the Amaze is, however, a very familiar place. Most of the interior isborrowed from the Brio hatch. But you can expect differentiators like better upholstery, adifferent interior colour-theme combo, some chrome bits thrown in and maybe somemore storage options. The rear bench squabs may also be angled differently to enable amore relaxed sitting posture.

    The rest of the Amaze