HONDA IN EUROPE.docx
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HONDA IN EUROPE.docx
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HONDAINEUROPE
HondainEurope(
Introduction
TheHondaMotorCompanyfirstenteredtheEuropeanmarketintheearly1960sthroughthesaleofitsmotorcycles.Thecompany’smotorvehicleswereintroducedintoEuropeatamuchlaterdate.Honda’smotorvehiclesalesinEuropehavebeenrelativelypoor,especiallyinthepreviousfiveyears.DespiteitshugesuccessintheNorthAmericanmarket,HondaisstrugglingtogainasignificantfootholdintheEuropeanmarket.Hondaexecutiveswonderwhytheirglobalstrategyissputtering.Isglobalstrategyjustapipedream,orissomethingwrongwithHonda'sEuropeanstrategy?
HistoryofHonda
In1946SouichiroHondafoundedtheHondaTechnologyInstitute.Thecompanystartedasamotorcycleproducerandbythe1950shadbecomeextremelysuccessfulinJapan.In1956,HondaenteredtheUSmarketandwasabletopositionitselfeffectively,sellingsmallsizedmotorcycles.Intheearly1960s,thecompanycommencedautomobilemanufacturingandparticipatedinFormula-1racing(F-1)toassistitstechnologydevelopment.ThanksmainlytoitsF-1efforts,Hondabecamerecognized,notonlyinJapanbutintherestoftheworldaswell,asatechnologicalsavvycompany.
Uptotheearly1990sthecompanyhadexperiencedseriousorganizationalmismanagementresultingfromtensionbetweenthetechnologysideandthemarketing-salesside.Thesituationbecamesodire,thatthetechnologybiasedpresidentandfounder,SouichiroHonda,wasforcedout,duetohisneglectinimportantmarketingdecisions.AfterSouichiroHonda’sdeparture,thecompanybecamemoremarketing-technologybalanced,andby1999wassecondinsalesonlytoToyotaintheJapanesemarket.Theunderlyingsuccessofthecompanyisbestsummarizedinitsmissionstatement,“pleasureinbuying,sellingandproducing”,and“BeatGM,notToyota”.Hondacurrentlyhas25separatefactoriesintheworld,anditsoperationscoverautomobiles,motorcycles,financialservices,powerproductsandpowertools.Inthefiscalyear2001,81%ofHonda’srevenuescamefromitsautomobilesector,asoutlinedinthetablebelow.
Automobileindustry
Theautomobileindustryworldwideisinthematurestageofitslifecycle.Bythe1990s,anoversupplyofmotorvehiclesbecamesuchaproblemtotheindustrythatanumberofmergersandacquisitions(M&A)andalliancestookplace.Industryexpertsstatedinthelate1990s,only6or7companieswouldremainglobalplayerswhileothercompanieswillbeforcedtosellinnichemarkets.InthelastdecadeDaimlerChrysleracquiredamajorshareofMitsubishi,GMbecamethecontrollingshareholderofFiatandSaab,FordacquiredVolvo,Jaguar,andamajorshareofMazda;andRenaultbecamethecontrollingshareholderofNissan.Globalscaleproductionandsalesbecameimportantasawaytocuttingcostthroughdevelopingcommonplatformorenginesaswellasglobalprocurement.UnliketheirEuropeanandAmericancounterparts,Japaneseautomobilecompanies,includingHonda,didnotadopttheM&Astrategyforexpansion.Toremainasaglobalcompetitor,Hondainsteadexpandeditsoperationsbysettingupplantsinregionalmarkets.ThetablebelowshowsthatHondaiscurrently‘thenumber7-carcompany’intheworld.
HondainEurope
CurrentlyHondahasfiveglobaloperations,NorthAmerica,SouthAmerica,Japan,Asia-Oceania,andEurope.TheEuropeanoperationcoversEurope,theMiddleEast,andAfrica.HondaenteredtheEuropeanmarketin1961asamotorcyclemanufacturer,withitsautomobileoperationsfollowingseveralyearslater.In1986,HondastartedengineproductionintheUK,and6yearslateritlauncheditsEuropeanproductionatSwindoninSomerset,UK.HondaopenedproductionfacilitiesinTurkeyin1999totargettheMiddleEastandEasternEuropeanmarkets.TheEuropeanoperationaccountsforasmallportionofHonda’sglobaloperation,asshowninthetablebelow.
Honda'sGlobalSalesbyRegion
ThereareanumberofreasonsforthelowsalesinEurope.HondaenteredtheEuropeanmarketratherlate,anditsfirstproductionfacilityintheregionwasbuiltin1992,atatimewhenHondawasstillonlyaminorplayerintheJapanesemarket.Priorto1992,HondaEuropewasforcedtoimportitsvehiclesfromtheUS,makingitimpossibleforthecompanytoaggressivelyattacktheEuropeanmarket.OneofthemostimportantreasonsforthelackofsuccesswasthattheEuropeanmarketwashighlysaturatedwithlocallyownedcarmanufacturers.CompaniessuchasSaab,Volvo,BMW,Audi,Volkswagen,DM,Opel,Renault,PeugeotandFiathavebeendominatingtheEuropeanmarketforaconsiderablenumberofyears.Inaddition,otherforeigncompanies,suchasToyota,Nissan,FordandHyundaimaketheEuropeanmarketextremelycompetitive.
In2001,VolkswagenwasrankednumberoneinEuropewith17.6%ofthemarketandPeugeotnumber2with15.8%.Renault,Ford,Fiat,GMhadapproximately10%ofthemarketeach,andToyota,BMW,andAudihadamarketshareintheregionof5%.Hondacapturedonly2.4%oftheEuropeanmarket.ThecompetitiveindustrymapbelowshowsHonda’scurrentpositionintheEuropeanautomobilemarket.
BrandImageinEurope
TheHondabrandimageinEuropeisrelativelyweakandtheproductlineisnarrowcomparedtotheothermajorplayersinthemarket.Thecompanyneedstoexpanditssalesandproductiontosurviveinglobalscalecompetition.
Honda’sEuropeanMarketing
ThefourlargestmarketswithintheEuropeanmarketarethatofGermany,UK,ItalyandFrance.Honda'sEuropeanmarketingstrategyinthosefourcountriesishighlightedbelow.
Product.Honda’sEuropeanmanufacturingplantislocatedintheUK,andasresultthecountryhasmoreHondamodelsthananyothercountryinEurope,withatotalof20.Germany,thecountrywiththehighestnumberofvehicleregistrations,hasthenextlargestnumberofmodels,16.ItalyandFrance,bothsimilarinsizetotheUKhave11and9models,respectively.TheproductsfoundinItalyandFrance,arefoundinGermanyandtheUK.TheUKhasanumberofautomobilesthatcannotbefoundintheotherthreecountriesincludingdiesel-poweredcars.
Price.ThepricesofHonda’svehiclesinEuropearecomparabletosimilarcarsproducedbylocalmanufacturers.ThetablebelowcomparesthepriceineurosofHonda’snew1.4-literJazzwithsimilarcarsofferedintheEuropeanmarket.
AutomobilePrices
Vehicle
HondaJazz
Peugeot307
VWPolo
RenaultClio
OpelAstra
FiatStilo
Price(euro)
13,800
13,250
13,930
13,650
13,400
13,500
ThetableclearlyimpliesthatHondaisattemptingtopriceitsproductatasimilarleveltocompetition.
Distribution.TheimageofHonda’svehiclesandmotorcyclesinEuropeisalignedtogether.ConsequentlyHondavehiclesthroughoutEuropearedistributedatthesamelocationsthattheirmotorcyclesare.VehiclesproducedintheUKandTurkeyaredistributedthroughoutEurope,theMiddleEastandAfrica.Recently,duetothedepreciatingEurovis-à-vistheUSdollar,carsmanufacturedintheUKhavealsobeenexportedtotheUS.
Promotion.ThepromotionofHonda’smotorvehiclesisessentiallythesamethroughoutEurope,whetherinFrance,Germany,ItalyortheUK.Thecompanyspendsverylittletimeandmoneyinpromotion,however.ItbelievesthatitssuccessinFormula1racing,togetherwithitsabilitytoproducehighmileagefuelefficientproductsthatexhibitgreatengineeringisenoughtomakeitapopularintheEuropeanmarket.ItreliesonwordofmouthbyitscustomerstopotentialcustomersandtoalesserextentontheInternetandthecompany’svariouswebsites.
Intherecent2002launchoftheJazz(knownastheFitinJapan),thecompanyreliedheavilyonwordofmouthandonawebsitecreatedespeciallyfortheoccasion.Thewebsite,thesamedesignforallEuropeancountries,promotedthecarassuitableforyoungworkingwoman.Thewebsiteattemptedtogivethecaracool,‘young’imagebyassociatingitwithFengShui,Yogaandotherrelativelyhip‘activities’.Asenseoffunwasalsoattachedtothewebsite,inanattempttodrawintheyoungwoman.OnceinsidetheJazzwebsite,theusercouldeasilyfindthenearestdealershiptopurchasethevehicle.
EuropeanSales
ThetablebelowshowsthesalefiguresforHonda’seightmostpopularmotorvehiclesinthelastsixyears.Honda’smostsuccessfulyearwasin1998,howeversincethensaleshavebeendecreasingdramatically.
Honda'sUnitSalesinEurope:
1996-2001
Honda’smotorvehicleshavebeenrelativelyunpopularinthemajorityofEurope,inparticularItalyandFrance.Thecompany’sbestsaleshaveoccurredintheUKandGermanyasshowninthetablebelow.
Honda'sUnitSalesinEuropebyCountry:
1994-2001
Country
1994
1995
1996
1997
1998
1999
2000
2001
U.K.
38,187
45,772
50,075
55,611
61,044
65,290
68,736
63,459
Germany
53,687
52,614
54,550
55,918
48,247
43,610
33,536
31,868
France
14,411
11,848
13,260
12,585
14,095
15,270
8,717
6,495
Italy
12,063
14,101
15,014
25,406
24,532
22,031
18,570
13,732
EuropeanCulture
TherelativepoorshowingofHondavehiclesinEuropemaybeexplainedbyanumberofreasons.ThemainproblemwasthatthecompanyfailedtotrulyunderstandthecultureofEuropeandmoreimportantlyittreatedEuropeasonegiantsinglemarket.ThoughFrance,Germany,theUKandItalyareallEuropean,culturaldifferencesaboundbetweenthem.Onetheorythatexplainsthedifferencesbetweenthefournationsisthatofhigh-contextversuslow-contextcultures.Inahigh-contextculture,theinterpretationofmessagesdependsoncontextualcueslikegender,age,balanceofpower,etc.andnotonphysicalwrittentext.Inahighcontextculturethe
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