HONDA VIETNAM’s MARKETING MIX (4Ps) AND COMPATITIVE ANALYSIS

HANOI -NIVERSITY -NIVERSITY O. O. SCIENCE SCIENCE AND AND TECHNOLOGY TECHNOLOGY HANOI THE -NIVESITY -NIVESITY O. O. NORTHAMPTON NORTHAMPTON THE

ASSIGNMENT

SUBJECT: HONDA VIETNAM’s MARKETING MIX (4Ps) AND COMPATITIVE ANALYSIS

Professor: S'&e"'

Ng!e" T#$ M%$ A"# P#& Tr%" T# Ho"g

"e *+,

1

CONTENTS

PREFACE........................................................................................................................................3 1.1. Introduce Honda Vietnam Vietnam 1.2. Honda Ho nda Vietnam and Cometitor! Co metitor!"! "! #ar$et !%are !% are 2. C&#PARIS&' &F #AR(ETI') #I* +,P!- STRA)ETIES &F H&'A VIET'A# A' C&#PETIT&RS............................................................................................................................1/ 2.1.. Pro 2.1 Produc ductt 2.2. 2. 2. Pric P ricee 2.3.. P0ac 2.3 P 0acee 2.,.. Promotio 2., Promo tion n

1/TH JU'E 2/1 2

PRE.ACE

Toet To et%er %er 4it% 4it% t%e raid0 raid05 5 e6anda e6andatio tion n o7 ou0at ou0ation ion and ur8ani ur8ani9at 9ation ion t%e demand demand 7or  tran!ort in Vietnam Vietnam %a! 8een increa!in !%ar05 in recent 5ear!. Accordin to Cen!u! 2/1 Vietnam %a! reac%ed a ou0ation o7 ;/.< mi00ion 7o00o4in 4it% ,././;1 rei!tered =e%ic0e! inc0udin ,3.,>.,1 motorc5c0e! in accordance to a Reort o7  Vietname!e Vietname!e )o=ernment in Setem8er 2/1. T%at mean! mea n! a=erae05 e=er5 t4o Vietname!e Vietname!e eo0e o4n one motorc5c0e. T%i! i! !uc% t%e %i%e!t rate in t%e 4or0d. An e=idence ro=ed t%at t%i! mar$et reac%ed an a=erae o7 ;3/ motoc50e! er 1/// eo0e in Ho C%i #in% Cit5 t%at ma$e! Viet 'am com0ete05 !tandin out amon ot%er area!.

Source: %tt:??autodai05.=n?2/1?/?tuon@0ai@nao@c%o@t%i@truon@6e@ma5@=iet? T%e motorc5c0e mar$et in Vietnam %a! c%aned muc% o=er o= er t%e 5ear!. In t%e detai0 de tai0 t%ere 4ere 3.3 mi00ion motorc5c0e! !o0d in 2/11 t%en t%e mar$et decrea!ed 2///// motorc5c0e! in 2/12 +3.1 mi00ion-. In 2/13 t%e num8er o7 !o0d motorc5c0e i! 2.> mi00ion 8ut in 2/1, it continued to dec0ine to 2.< mi00ion t%en it %a! 8een near05 2.> mi00ion in 2/1. E=a0uation o7 t%e motorc5c0e mar$et in 2/1 motor =e%ic0e !a0e! i! e6ected to remain at 2/1"! 0e=e0. A! 4e00 a! romotin t%e 8rand t%e motorc5c0e roducer! 4i00 7ind t%e 4a5 to  8rea$t%rou% 85 t%eir o4n !trateic mar$etin. T%e demand 7or 0are motorc5c0e! in Vietnam i! reat. T%e more e77ortne!! roducer! ma$e to conti continue nue imr imro=i o=in n t%ei t%eirr mo moto torc rc5c 5c0e 0e!! to en%a en%ance nce comet cometit iti= i=en ene! e!! ! t%e t%e mo more re c%oic c%oice! e! con!umer! %a=e. T%ere %a! 8een a 8i c%ane in motorc5c0e! demand 7or t%e a!t decade. A 0are !ement o7 Vietname!e con!umer"! demand 7or motorc5c0e %a! 8een c%aned 7rom t%e uro!e o7 tra=e0 to t%e e6re!!ion. 3

In t%e 0a!t decade i7 4e mentioned Honda it meant !uer dream 4a=e 7uture etc. T%er T% eree 4a! 4a! t%e t%e !tro !tron n comet cometit itio ion n 8et4 8et4een een Honda Honda and ama%a ma%a.. But in recen recentt 5ear! 5ear! t%e aearance o7 !ome 0u6ur5 8rand 0i$e Ve!a Di8ert5 SH 50an etc. %a! met t%e need! o7  con!umer"! e6re!!ion. T%e ma o7 motorc5c0e 8rand! in t%e Vietnam mar$et %a! 8een 70uctuatin con!tant05. But t%ere i! a 7act t%at Honda Vietnam 4%o 4a! 4e00@$no4n !ince 1;; a04a5! $ee! t%e 0eadin  o!ition 7or decade!. It i! a 8ri00iant e60oit 7or 7or one 8rand in a ro4in mar$et 0i$e Vietnam. Vietnam. Honda Vietnam! !trent% i! not on05 t%e re!tie 8rand o7 t%e 'o. 1 ua0it5 8ut a0!o t%e 'o. 1 mar$etin e77ort!. A met%odica0 and e77ecti=e !trateic mar$etin %e0ed Honda Vietnam !ucce! !ucce!!. !. T%at i! 4%5 I c%oo!e t%e toic: toic: HONDA VIETNAM’s MARKETING MIX (4Ps) AND COMPETITIVE ANALYSIS/ ANALYSIS/

,

PART PART +: INTROD-CTION O. HONDA VIETNAM AND ITS COMPETITORS +/+/

I"'ro&0'$o" of Ho"&% V$e'"%1

Honda Honda i! t%e t%e oo ood d 8ran 8rand d 7rom 7rom Jaa Jaan. n. It %a! 8een 8een con! con!id ider ered ed t%e t%e 0ar 0are! e!tt mo moto torc rc5c 5c0e 0e manu7acturer in t%e 4or0d !ince 1;>;. In #arc% 1;; Honda o77icia005 in=e!ted in Vietnam. Honda Vietnam Coman5 i! a Goint =enture o7 t%ree artner!: Honda #otor Jaan +,2- A!ian Honda #otor T%ai0and +2>- and t%e t%e Vietnam etnam coro corora rati tion on o7 d5nam d5namic ic and and ari aricu cu0t 0tur ura0 a0 mac%i mac%ine ne +3/ +3/ @ T% T%i! i! i! a0!o a0!o t%e t%e cororation! in=o0=ed in To5ota Vietnam-. Vietnam-.

In #a5 12?1;;< Honda Vietnam 0aunc%ed t%e mar$et 4it% t%e 7ir!t Suer ream. T%e commencement o7 t%e 7ir!t 7actor5 4a! occurred in 1;;> and in 2//2 Honda Vietnam !tarted e6ortin motorc5c0e! to t%e P%i0iine! !imu0taneou!05 4it% !u05in 7or a0mo!t dome!tic demand o7 motorc5c0e.  5ear! 0ater in 2//> t%e 2nd motorc5c0e 7actor5 4a! 8ui0t.

Source: %tt!:??%onda.com.=n?ioi@t%ieu?ioi@t%ieu@%onda@=iet@nam? So 7ar 7or o=er 2/ 5ear! o7 oeration Honda Vietnam %a! o4ned 1/.2/> em0o5ee! 3 manu7acturin 7actorie! 4it% caacit5 o7 2. mi00ion unit! er 5ear.Honda Vietnam %a! current05 aut%ori9ed ,/ dea0er! +HEA- nation4ide. T%at ac%ie=ement !u8Gect to t%e ear05 re!ence o7 Honda in Vietnam"! mar$et !o t%at Honda can maintain an imre!!ion on cu!tomer!. Be!ide! Honda %a! 8een %i%05 e=a0uated 85 it! 

e77ecti=e mar$etin !trated5 a! rice o0ic5 and rea!ona80e roduct! to cu!tomer! 7rom a=eraed to %i% %i% incom income e ar aro ori riat ated ed di!t di!tri ri8u 8uti tion on rom romot otio ion n o0i o0ic5 c5 aime aimed d to Vietnam etname! e!e" e"!!  !5c%ora%ic! 85 !0oan “I Love Vietnam”. Honda Vietnam roud05 ro=ide! our cu!tomer! 4it% it! %i% ua0it5 roduct! dedicated !er=ice and contri8ution! 7or a !ociet5 o7 %ea0t%5 tran!ortation. B5 !0oan Po4er o7 ream! Honda 4ant! to 8e !%are and 7u07i00 t%eir dream! 85 creatin ne4 %aine!! to %uman and !ociet !ociet5 5. T%e !ucce! !ucce!!! o7 Honda Honda Vietnam ietnam toda5 i! 8a!ed 8a!ed on t%e erman ermanent ent and !u! !u!tai taina80 na80ee de=e0oment 85 t%ree %i0o!o%ie!: t%e 8a!ic 8e0ie7 coman5 uidin rinci0e and manaement  o0ic5.

2%s$0 2e3$efs

T%e 7oundation o7 coman5 uidin rinci0e inc0ude! t4o 8a!ic 8e0ie7!. •

Re!ect eo0e: reuire! Honda to encourae and de=e0o t%e!e c%aracteri!tic! in t%e coman5 85 re!ect indi=idua0 di77erence! and tru!t eac% ot%er a! eua0 artner!.

•

T%ree %aine!!e!: !%oin %aine!! !a0in %aine!! and %aine!! o7 creation.

Co1%"! g$&$"g r$"0$3es



#aintainin a 0o8a0 oinion Honda a04a5! tr5 t%eir 8e!t to ro=ide roduct! 4it% t%e 8e!t ua0it5 rea!ona80e rice to !ati!75 cu!tomer! a00 o=er t%e 4or0d. M%"%ge1e"' Po3$0!

•

A04a5! reac% 85 am8ition and 5out%7u0. Re!ect !o0id t%eor5 de=e0o ne4 idea! and to u!e t%e mo!t e77icient time. Intere!ted in 4or$ and encourae oen communication. Con!tant05 !tri=in 7or a %armoniou! 4or$in roce!!e!.

•

A04a5! intere!ted in t%e =a0ue o7 re!earc% and e77ort.

• • •

+// M%r5e' of Ho"&% V$e'"%1 %"& '#e$r 0o1e'$'ors

Accordin to !tati!tic! in 2/1, o7 Vietnam A!!ociation o7 #otorc5c0e #anu7acturer! VA## tota0 ota0 !a0e! a0e! o7 t%e t%e  0are are!!t FI motor otorc5 c5c0 c0ee comanie! in mar$et a! Honda ama%a Su9u$i S# and Piaio reac%in more t%an 2.<1 mi00ion =e%i =e%ic0 c0e! e!.. In art artic icu0 u0ar ar t%e t%e mar$ mar$et et o7 Hond Hondaa motorc5 motorc5c0e c0e!! in Vietn Vietnam am account accounted ed 7or
<

Source: %tt:??oto6ema5.!onmoi.=n?t%i@truon?t%i@truon@6e@ma5@=iet@nam@nam@2/1, Toet To et%er %er 4it 4it% % econ econom5 om5 de=e de=e0o 0omen ment t t%e mot motorc5 orc5c0e c0e mar mar$et $et %a! 8ee 8een n 7ac 7acin in 4it 4it% % !t !ti77  i77  cometition 7rom car mar$et t%at 0ead! to !a0e! 7iure! in Hanoi and HC#C. HC# a0mo!t unc%aned durin t%e 0a!t  5ear!. Ho4e=er accordin to t%e ana05!i! o7 'i$$ei !ement o7  motorc5c0e! in ro=incia0 citie! are !ti00 otentia0 to e60oit. it% o=er
>

 Honda Vietnam Vietnam ranks 7th about profit in the the market  Source: %tt:??ca7e8i9.=n?cau@c%u5en@$in%@doan%?t%i@truon@6e@ma5@8ao@%oa.c%n

T%e 7iure! a8o=e !%o4 8u!ine!! roduction caacit5 o7 Honda Vietnam !ueriorit5 comared 4it% t%eir cometitor!. To et t%i! re!u0t 4%ic% mar$etin ma r$etin !trate5 Honda Vietnam %a! a0ied and 4%ic% cometiti=e ad=antae %e0 Honda Vietnam maintain it! o!ition in term! o7  cometition ettin 7iercerK

;

PART : CO COMP MPA ARI RISI SION ON ON MA MAKE KERT RTIN ING G ST STRA RAT TEG EGY Y 2E 2ET6 T6EE EEN N HO HOND NDA A VIETNAM AND ITS COMPETITORS

Honda Vietnam Vietnam i! one o7 t%e 7e4 !ucce! !ucce!!7u0 !7u0 comanie! comanie! in ,P 4%en a05in mar$etin !trate5 to mar$et. Strate5 o7 Product Price i!tri8ution and Trade Promotion o7 Honda Vietnam Vi etnam to en!ure %i% uni7ormit5 mutua0 recirocit5 and orientation 7or cu!tomer! and !ociet5. /+/ Pro&0' Tr%'eg! Tr%'eg! 2.1.1. Product Strategy of Honda Vietnam

B5 mentionin Honda re7erence i! made to it! 0on@term dura8i0it5 and ener5 !a=in. Honda %a! 8een !ucce!!7u0 in 0ocatin roduct c%aracteri!tic! on con!umer a4arene!! t%rou% decade!. T%i! i! one o7 Honda Vietnam"! Vietnam"! !u8!taina80e ad=antae!. Honda! roduct !trate5 con!i!t! o7 , oint!: @

i=er! i= er!i7i i7icati cation on o7 rod roduct uct cate cateori orie! e! 7or 7or a00 mar$e mar$ett !emen !ement! t!

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Con! Co n!ta tant0 nt05 5 rene rene4 4 rod roduct uct de! de!i in! n! and and mod mode0 e0!!

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To mai maintai ntain n and en%a en%ance nce t%e t%e reut reutati ation on 7or 7or ua0it ua0it5 5 roduc roduct! t!

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Commit Com mitted ted to en=i en=iron ronmen menta0 ta005 05 7ri 7riend end05 05 ro roduct duct!!

T%i! !trate5 i! de!cri8ed in t%e 0i!t o7 Honda Vietnam motoc50e! in mar$et 4%ic% i! continuou!05 e6andin. Honda ro=ide! 12 $ind! o7 motoc50e! 7rom ou0ar !ement to %i% !tandard !ement 7rom manua0 8i$e! to automatic 8i$e! 7rom 0o4 rice to %i% rice !uita80e 7or man5 !ocia0 c0a!!. Ho"&% V$e'"%1 Pro&0' C%'egor$es $" *+, (see attached appendix)

E=er5 5ear Honda Vietnam con!tant05 re!earc% and de=e0oe ne4 roduct to meet t%e c%ane! o7 Vietname!e u!er!"! demand 7rom de!in mode0 co0or remium 7eature!. For eac% 0ine o7 roduct! Honda Vietnam a0!o 7ocu! on de!in o7 di77erent aearance! and co0or! to meet t%e need! e6re!!in t%em!e0=e! o7 con!umer!. For e6am0e: 1/

A7ter t%e !tron imrint o7 Suer ream car! car! 8ecame a=e! 70a!%i roduct 4it% 0ot! Hoda Vietnam =er!ion! to meet t%e need! o7 t%e maGorit5 o7 t%e eo0e o7 Vietnam %a=e t%e a=erae income 0e=e0 rat%er: a=e a0%a RS 4a=e 4a=e B 4a=e RS* ... co0or7u0 di=er!e !t50e! and rice !uita80e 7or 8ot% men and 4omen 5oun and o0d ur8an and rura0.

 Few kinds of wave Honda motobike

I7 a=e 0ine 7ocu! 7or 0o4 and moderate income t%e Air B0ade i! 7eatured car! 7or %i%@ income rou!. Air B0ade roduct 0ine 4it% t%e =er!ion!: Air B0ade FI #anet Air B0ade FI Air  B0ade Re!o. In!ide Air B0ade FI P%oeni6 #anet i! maGe!tic !5m8o0 4in! 4it% remium aint manetica005 P)# @ FI tec%n tec%no0o5 o0o5 0eader in e0ectr e0ectronic onic 7ue0 inGec inGection tion 7ue0@e77ici 7ue0@e77icient ent and !a7e to u!e =er!ati0e =er!ati0e !a7et5 0oc$!  t%e %ue trun$. Air B0ade FI tec%no0o5 P)# @ FI !ort5 !t50in imre!!i=e 4it% 3 80ac$ red 4%ite !tron  er!ona0it5 ...

T%e !ucce!! o7 a !trate5 to di=er!i75 roduct! i! a0!o re70ected in t%at Honda Vietnam a04a5! en!ure! to maintain and en%ance t%e reutation and ua0it5 o7 eac% roduct. Reutation 7or t%e ua0it5 o7 t%e roduct! and 8rand! 7or cu!tomer Honda i! con!idered a =ita0 e0ement o7 t%e 11

coman5. A00 t%e roduct! o7 Honda Vietnam a8!o0ute com0iance 4it% t%e !trict !tandard! o7  0o8a0 0o 8a0 ua0 ua0it5 it5:: T%e dur dura80 a80e e o4e o4er7u r7u00 en enine ine! ! 0e! 0e!!! 7ue 7ue00 con! con!um umtio tion n and en=i en=iron ronmen menta0 ta0 7riend0ine!!. T%e midd0e and %i% roduct demand Honda Dead C0ic$ Vi!ion SH Air B0ade ... a00 u!e 7ue0 inGection tec%no0o5 P)#@FI e0ectromanetic Euro 3 !tandard 7or emi!!ion!. %i0e t%e 7urture a=e ... . In articu0ar t%e roduct o7 Honda Vietnam a04a5! come! 4it% t%e 8e!t 4arrant5. 2.1.2 . Comparative of Honda product strategy with rivas

I7 Honda Vietnam! roduct o!itionin Hi% dura8i0it5L Ener5 !a=inL En= ironmenta005L 7riend05L and mar$et co=erae !trate5 4it% roduct di=er!i7ication t%e cometitor i! ama%a Piaio S# Su9u$i 7ocu!ed on di77erent !trateie!. A7o' os$'$o"$"g ro&0' 0#%r%0'er$s'$0s/

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Honda

Proer'$es ro&0'

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K$"& of ro&0'

ura80e  7ue0@e77icient 

Co=er a00 mar$et 13 t5e! en=ironmenta005 7riend05 ama%a Fa!%ion out% 11 t5e! Piaio Senior Fari !e6  t5e! S# #odi!% oman 5out% > t5e! Su9u$i Sort #an 13 t5e! Accordin to t%e A!!ociation o7 Vietnam motorc5c0e roduction +VA##- in 2/1 !a0e! o7  !coote !co oter! r! acc account ounted ed 7or a8o a8out ut 2@ 2@3 3 o7 a00 =e%i =e%ic0e c0e!! ro roduc duced. ed. Ac Accor cordin din05 05 ama% ma%aa i! con!idered t%e mo!t o4er7u0 oonent o7 t%e Honda 4%en de=e0oin !trateie! to a05 t%e !cooter 8ot% trend5 and di=er!e de!in!. ear! ao t%e num8er o7 =e%ic0e! in t%e dome!tic mar$et ama%a a04a5! %i%er roortion t%an t%e !cooter 8ut in 2/1 t%i! roortion i! eua005 a! /:/ 4%i0e !a0e! o7 !cooter! 7or  7ema0e! increa!ed !ini7icant05. %i0e t%e =o0ume o7 =e%ic0e! !o0d 85 Honda Vietnam in 2/1 and aro6imate05 , are !cooter! and motorc5c0e! to ,.

12

 'ota805 in roduct !trate5 5ama%a i! c0o!e05 7o00o4in Honda 4it% !imi0ar =e%ic0e!. ama%a a04a5! i=e t%e car corre!ond! to Honda 7or con!umer! to comare and c%oo!e 7rom. E6am0e Fie0d ama%a )rande 4ou0d corre!ond to Honda or ama%a 0ine 4i00 corre!ond  'o=o Honda Air B0ade. Simi0ar05 t%e !ement o7 7a!%ion !cooter Piaio Vietnam i! a0!o ainin mar$et !%are not 0e!!. T%e carma$er i! raid05 catc%in u t%e trend in demand i! !%o4n 85 1 unit %i%@income u!er! and it %a! di77erent !trateic otion! 7or t%e roduct! 8ot% in de!in !t50e and %i% rice e6ceed! t%e !$5. it% t%i! o0ic5 imre!!ed 4it% t%e Piaio Ve!a Di8ert5 ... =er5 c%ic and !t50i!%. A0on 4it% t%e %i%@end !ement Piaio %a! not 7orotten t%e 0o4er !ement 4it% Mi car! comact de!in F05 i! 5et not 0o!in t%e u!er! 0e=e0. #o!t o7 Piaio roduct! are e6en!i=e etro0 e6en!i=e !are art! ... 8ut car !a0e! continued to increa!e o=er t%e 5ear! and t%e maGorit5 o7 it! u!er! t%i! car 7ee0! roud t%at Piaio c0a!! i=e! t%eir roduct!. S# i! !ti00 !tru0in 7irm! 4it% roduct !trate5. %en t%eir car! 4it%out 8ein c0ear   o!itionin. #o!t recent05 in an e77ort to re!earc% and de=e0o trend5 car 0ine urade S# Ati0a 0ine 8ecome! ec%o o7 a time 0ine o7 it! 70a!%i car. Atti0a Atti0a Victoria Victoria Atti0a Atti0a V V Atti0a Atti0a E0i9a8et%. T%i! i! a mid@rane car! can matc% t%e Honda Vi!ion 0ine Mi Piaio ama%a 'o99a Ati0a Ati0a Victoria Ati0a V Atti0a E0i9a8et%. Co1%r$"g '#e 0#%r%0'er$s'$0s of o"e of '#e '!$0%3 1o&e3s %s fo33o8$"gs/

H&'A Dead

A#AHA Acru9o 13

PIA))I& F05

S# Atti0a Venu!

Reg%r&$"g 'o M%0#$"e: HONDA Le%&

YAMAHA A09ro

PIAGGIO .3!

SYM A''$3% Ve"s

ESP 12 cc enine  ,@

Enine 80oc$ i! euied

!tro$e  e0ectronic 7ue0

4it% t%e tec%no0o5 o7 t%e

Piaio F05 12 euied

cc enine caacit5 o7 >.3

inGection  !in0e@

coman5 B0ue Core

D.E.A..E.R enine 

% ? <// re= ? min 

c50inder  0iuid @coo0ed 

7eature! . Caacit5 12cc 

c50inder caacit5 o7 12, cc

ma6imum torue o7 u

 roducin ma6imum

,@!tro$e  !in0e c50inder 

 >./ $ ma6imum o4er

to >'m ? // re= ?

 o4er o7 11.3 % at

S&HC  2 =a0=e!  coo0ed

at >2/ re= ? min 

min

>// re= ? min 

 85 7orced air  CVT

ma6imum torue o7 //

ma6imum torue 11  

tran!mi!!ion  e0ectronic

 'm at ;. c5c0e! ? min

 'm at /// re= ? min

7ue0 inGection caacit5 Fi

Atti0a Venu! 4a! 12,.

Produce! % at // >.3 c5c0e! ? min .

In term! o7 enine! t%e 7our 7irm! are euiin t%eir roduct! 4it% t%e enine arameter! are uite !imi0ar. Ho4e=er it !eem! t%at t%e Honda enine %a! t%e dura8i0it5 and marina005 8etter  7ue0 econom5 t%an t%e remainin t%ree oonent! accordin to t%e u!er manua0. 1,

Des$g":

HONDA Le%&

YAMAHA A09ro

PIAGGIO .3!

e!in rett5 8i and

S0im car 0oo$! more

F05 %a! in%erited man5

SYM A''$3% Ve"s

c0un$5  !0i%t05 0o4er

7eminine 4it% 8od54or$

de!in e0ement! o7 t%e

Du6ur5 car de!in  12

c%a!!i!  de!ined rear

de!ined Euroean !t50e

Piaio Di8ert5 trend5  a

Venu! Atti0a =er5

0i%t! 4it% DE

e0eant  ur8an !t50e .

name t%at attract!

7eminine 8eaut5  !t50e

@i00uminated Ded demi and

Seam0e!! Acru9o 7ront and

attention. &=era00 t%e

4it% a %int o7 c0a!!ic into

uite 8eauti7u0 . &=era00

rear o7 imre!!i=e de!in 

de!in o7 t%e Piaio F05

a modern car . Venu!

de!in o7 t%e Dead

DE o!itionin 0i%t!

0oo$! into modern de!in!

matc%in more o8Gect!

anon5mou! !ure 4ear

7ront 7or a modern and

 matc%in more o8Gect!

u!in

re!i!tance de!in !t50e

e0eant 70air 

u!ed .

!eem! uite  o0d 

In term! o7 de!in mode0! 7rom Honda !eem! 0e!! rominent not 8rin more 7a!%ion 0ine!. T%i! i! a nota80e 4ea$ oint to t%i! inno=ati=e car manu7acturer! de!in roduct! catc% t%e cometitor! in t%e mar$et.. .%0$3$'$es: HONDA Le%&

YAMAHA A09ro

PIAGGIO .3!

@ E6tra@0are trun$ + 3<

SYM A''$3% Ve"s @ Jaco8 4ide car 4it% 2>

0iter! -  u!er! can

@ E6tra@0are trun$ + 3<

@ Jaco8 ! !ma00er car 8ut

0iter! o7 =o0ume  !ma00er 

ma6imi9e t%e !torae

0iter! -  u!er! can

a0!o Dead t%e !torae

t%an t%e Dead i! a0!o in

caacit5 o7 t%i! u0tra 4ide

ma6imi9e t%e !torae

caacit5 i! uite ood @

t%e trun$ o7 t%e car 4it%

trun$ 

caacit5 o7 t%i! u0tra 4ide

T%e a! tan$ to t%e 7ront

 8road mar$et

@ &en t%e 7ront 7ue0 tan$

trun$ @ &en t%e 7ront 7ue0

t%ou% 8ut need to

@ T%e a! tan$ i! 0ocated

ea!i05  no need to

tan$ ea!i05  no need to

4it%dra4 $e5! to oen t%e

t%e car ea!i05 oened 85

4it%dra4 t%e $e5

4it%dra4 t%e $e5 @ &en

7ue0 tan$ ca @ &en t%e

turnin t%e $e5 in t%e

@ &en t%e trun$ doe! not

t%e trun$ nor !%ou0d

trun$ to u00 t%e $e5 7or

0oc$ $e5  u!e7u0 7or t%e

need to 4it%dra4 t%e $e5

4it%dra4 Gu!t re!! t%e $e5

t%e trun$ 0oc$ i! 0ocated

 roce!! o7 re7ue0in

t%at Gu!t re!! t%e 8utton

t%at 0oc$! t%e 8utton ne6t

direct05 on t%e trun$ @

@ &en t%e trun$ u!in

ne6t to t%e 0oc$! are 8ein

to it. @ Hoo$ t%e 0e room

Uti0it5 Hoo$ a0!o uite

t%e 8utton! ne6t to t%e

@ Ho0e in t%e car !torae i!

7urniture a0!o ma6imi9e t%e

con=enient 7ront

0oc$!  4%i0e t%e 8oot i!

=er5 %and5 i7 5ou !tore

a8i0it5 o7 t%e =e%ic0e to

a0!o euied 4it% 0i%t!

1

!ma00 o8Gect! !uc% a! ma!$!  %one ... @ Hoo$ t%e 0e room 7urniture a0!o ma6imi9e

 8rin !u0ie! @ Car 0ocator  7eature to 7ind t%e o!ition

%and5

at a u80ic ar$in 0ot .

t%e a8i0it5 o7 t%e =e%ic0e to 8rin !u0ie

&=era00 undenia80e t%at Honda Dead u!a8i0it5 i=e! cu!tomer! more rominent t%an t%o!e o7  ri=a0 roduct! !uc% a! 0are trun$ 4%ic% contain! man5 more ma! ea!5 to re7ue0 ... Perfor1%"0e: HONDA Le%&

YAMAHA A09ro

PIAGGIO .3!

SYM A''$3% Ve"s

@ Tu8e0e!! Tire!  !ma00

@ Tu8e0e!! Tire! 

Tu8e0e!! Tire!  0are !i9e

@ Tu8e0e!! Tire! 

!uita80e on05 o on t%e

a!5mmetrica0 !tructure

!uita80e 0ocation a4a5

!moot%ne!!  8a0ance

road i! 70at and not too

and =i8ration damin 7or 

%in%.Tu5 =ariet5 o7 cour!e 

4%i0e mo=in

rou%

t%e car 

uite !%oc$ F05 on t%e o .

@ Run !moot%05 

@ Ve%ic0e! Ve%ic0e! mo=in uite

@ Run t%e 0anuae

@ Piaio F05 to t%e dri=in

acce0erate !0o405 8ut

!moot%05 e=en in t%e

 ro80em uite !en!i80e

e6erience o7 a 7air05

4ent rett5 !moot% 

!eed o7 3/@/ $m ? %

 8ut !0i%t05 noi!5 

 o4er7u0 car 

!moot% a4a5 mo!t o7

@ T%e !eat i! !aciou!

=i8ratin !0i%t05 initia0

@ Seat! not 8e areciated 

a8out 3/@/ $m ? %

com7orta80e 7or 8ot%

acce0eration . Acru9o 8e!t

too !ma00  and e!ecia005

@ Seat! 4it% moderate

dri=er and a!!ener!

o a8out 3/@/ $m ? %

doe! not ma$e !en!e 7or t%e

!0oe and uite !aciou!

 8e%ind

@ Seat! 4it% moderate

 a!!ener com7ort

@ CBS com8ined 8ra$in

@ Sa7e di!c 8ra$e !5!tem .

!0oe and uite !aciou! 

@ Bra$e! are con!idered to

!5!tem + 8ot% 7ront 8ra$e

S5!tem %5drau0ic !%oc$

=er5 com7orta80e 7or t%e

 8e uite %ard !ometime!

and rear 8ra$e -  !a7et5

a8!or8er damin 7ee0!

dri=er and a00 a!!ener!

cau!e %ard 7ee0in! o

and !%orten t%e 8ra$in

@ Tai0 Tai0 uite %ea=5  !o i7 4i00

 roce!! more

 8e =er5 %ard AD(E AD(E

@ Smart Id0e Sto

 Gu!t !moot%  com7orta80e  8e%ind @ i!c 8ra$e !5!tem 7or oeratin !a7et5 o7

automatica005  !a=e a!

=e%ic0e! @ Head0i%t! uite 8ri%t in t%e dar$ road condition!  e=en 7o5 road

&=era00 Dead Honda !%o4ed t%e a8i0it5 to oerate at a=erae 0e=e0! comared 4it% ri=a0!. T%e !trent% o7 t%e roduct! dura8i0it5 7ue0 econom5 !a7et5 8ra$in !5!tem and com7orta80e accommodation 80oc$!.

1

// Pr$0e s'r%'eg! 2.2.1. Price strategy of Honda Viet !am

A0on 4it% t%e roduc roductt !trat !trate5 e5 ricin ricin !trate5 i! !ear !ear%eaded %eaded 85 Honda Vietnam Vietnam to %e0 t%e coman5 ain mar$et !%are in t%e 0a!t 2/ 5ear! !u!taina80e. Pricin !trateie! o7 Honda Vietnam a0!o o to4ard! di=er!i7ication accordin to t%e roduct 0ine. Honda %a! ro=en to 8e enuine Vietnam@!a==5 u!er! 4%en ma$in o0ic5 ri%t rice 7or  eac% cu!tomer !ement corre!ondin to eac% roduct 0ine. it% a77orda80e roduct 0ine! !uc% a! a=e ream ... Honda rai!ed t%e rice 7rom 1/@2/ mi00ion. it% it% t%e midrane 0ine a! Dead Vi!ion Air B0ade ... are !o0d at rice! ranin 7rom 2 @ , mi00ion 4%i0e t%e %i%@end 0ine a! N 50an SH ... rate! raned 7rom / mi00ion or more. 2.2.2. Compare pricing poicy with competitor

emand 7or motorc5c0e! tend to 0e=e0 o77 4%en oto ri!in demand 4%i0e con!umer! %a=e man5 o oort ortuni unitie tie!! to com comar aree and c%o c%oo!e o!e !ui !uita8 ta80e 0e ro roduct duct! ! mo! mo!tt car man manu7ac u7actur turer! er! are a05in cometiti=e ricin o0ic5.  o0ic5. ama%a continue! to 8e con7ronted 4it% t%e Honda car coman5 4%en mo!t o7 t%e car! are t%e !ame rice t%e di77erence i! =er5 !ma00. E6am0e rice! 2/1 ama%a )rande doncan% 3;.;; mi00ion aain!t O ,/ mi00ion Honda Vi!ion. ama%a mode0! 3,.;;/.// Acru9o coer   rice! to comete 4it% Honda Dead Price 3<.,; mi00ion. ama%a noticea80e =a0uation tec%niue! u!in a tai0 ;; 7or mo!t roduct!. T%i! i! one tec%niue to !timu0ate !ma00 and 0e=ied on t%e 8u5er !5c%o0o5.&t%er ama%a and Honda Piaio 4it% c0a!! o!itionin 7or t%e car !%ou0d !ti00 !ucce!!7u0 coman5 4%en c%oo!in a %i%@  rice !trate5. Be=er05 t5ica0 0ine 7or 1,<.3 mi00ion V'L Di8ert5 to <. mi00ion V' or t%e !ma00 car! !ement i! 0o4er t%an Mi F05 a0!o at 3 mi00ion and ,1 mi00ion. Compare prices of some competing modes typica of the firm"

1<

Honda Dead

ama%a Acru9o

Piaio F05

Atti0a E0i9a8et%

Su9u$i Ha5ate

HONDA

YAMAHA

PIAGGIO

A''$3%

S95$

Le%& A09ro .3! E3$9%7e'# H%!%'e 3<.,;/./// V' V' 3,.;;/./// V' V' ,3.;//./// V' V' 3.//./// V' V' 2.2//./// V' V' T%i! !ue!t! t%e car coman5 %a! !trateic rice cometition to ain mar$et !%are in t%e

mid@rane mar$et !ement. // S'r%'eg! for D$s'r$7'$o" Pro&0's 2.#.1. Strategy for $istri%ution Products of Honda Viet !am

it% 2/ 5ear! o7 manu7acturin and tradin in Vietnam mar$et Honda %a! demon!trated mar$et 0eader!%i o!ition not on05 in !a0e! 8ut a0!o in 0are di!tri8ution !5!tem! in 3 citie!.

1>

Honda current05 %a! 3; !tore! Vietnam !5nc%ronou! credentia0 reconition ua0it5 o7 roduct !er=ice roce!! and rice. Honda Vietnam Vietnam to adot e77ecti=e e77ecti=e roduc roductt di!t di!tri8ut ri8ution ion !trat !trate5 e5 comat comati80e i80e 4it% t%e  o0ic5 to di=er!i75 roduct! to !er=e a00 c0a!!e! o7 eo0e and rice o0ic5 !trati7ied 85 8 5 mar$et area. T%e %i%@end roduct 0ine !uc% a! SH 50an imort! ... and t%e midrane 0ine a! Dead Air B0ade ... are !tein u di!tri8ution in maGor ur8an center! 4%ere t%ere i! demand and %i% a77orda8i0 a77 orda8i0it5 it5 . %i0 %i0ee t%e roortion roortion o7 =e%ic0e! are di!t di!tri8ut ri8uted ed in t%e ro=i ro=incia0 ncia0 and rura0 area! main05 dream 4a=e =i!on 7uture! ... meet! t%e demand 7or =e%ic0e! 4it% 0o4 rice! and 0o4 de!in reuirement!. A0on 4it% t%e traditiona0 !a0e! c%anne0 i! t%e credentia0 !tore HEA H&'A Honda a0!o %a! 8een de=e0oin !a0e! c%anne0! and on0ine orderin t%rou% it! 4e8!ite. A00o4 u!er! to com0ete re7erence in7ormation on t%e =e%ic0e and can 8e ordered on reue!t. Accordin05 Honda cu!tomer! acro!! t%e countr5 %a=e t%e oortunit5 to o4n 7a=orite car! 7or t%e rice ua0it5 o7 !er=ice t%e !ame 4arrant5 on a00 o7 Honda !tore credentia0!. it% a 4ide di!tri8ution net4or$ Honda en!ure raid !u05 o7 roduct! to meet t%e need! o7 con!umer! acro!! Vietnam.T%e !5nc%roni9ation o7 identit5 !tandard! and ua0it5 o7 !er=ice t%rou%out t%e di!tri8ution !5!tem i! $e5 to t%e !ucce!! o7 Honda Vietnam !trateic di!tri8ution o7 it! roduct!.

 Images of Viet Viet Nam Honda store 2.#.2. Comparison of the distri%ution Strategy for of the competitors

#o!t carma$er! are !trateic roduct di!tri8ution direct05 to con!umer! t%rou% out0et! 4it% maintenance !er=ice! acro!! t%e ro=ince. I7 a0ica80e mode0 Honda 4ide di!tri8ution t%rou% t%e !tore credentia0! cret 7rom ur8an to rura0 area! t%e !e0ected ama%a ama%a 7orm! di!tri8uted 85 t%e 1;

!i6 maGor 8ranc%e! and more t%an 3// aent! in 3 ro=ince! !ma00 .#o !%ae o7 o 7 ama%a ama%a dea0er! and ama%a ea0er! 2S To4n. ama%a To4n @ a00erie! motorc5c0e! to5! acce!!orie! 7a!%ion ama%a @ Cu!tomer Care @ Fan! C0u8 Pro=ide t%e mo!t !ati!7ied cu!tomer! in t%e roduct! ua0it5 % %i% %umidit5 ood a7ter@!a0e! !er=ice!  caterin to a00 reuirement! o7 t%e cu!tomer!. ea0er! a0!o 2S: arrant5 Ser=ice maintenance and ot%er a7ter@!a0e! !er=ice Sare Part!: it% 7ronta0 con7rontation !trate5 Honda roduct di!tri8ution !trate5 to 7o00o4 ri=a0! and eora%ica0 di77erence! in t%e mode0 4a! e77ecti=e 7or ama%a to at t%i! time. It! di!tri8ution !5!tem a0!o en!ure! t%e uni7orm criteria on !er=ice ua0it5 and time05 !u05 o7 ood! to a00 mar$et area!. Simi0ar05 t%e mode0 a0!o a0ie! S# dea0er aent S 4it% >, 2S +Car reair and !a0e o7  !are art!- and 21; aent! 3S +Sa0e! #otorc5c0e @ Part! Q Ser=ice Sa0e! !a0e!-. T%i! !trate5 a00o4! S# acce!! to mu0ti0e nic%e mar$et! 4it%out %a=in to in=e!t a !ma00 co!t in term! o7  identi75in 0on.am !ecurit5 a! 4e00 a! economic e77icienc5 doan%.iem di!ad=antae o7 t%i! mode0 i! a!5nc%ronou! in term! o7 !ca0e 8rand identit5 7rom t%e imae and ua0it5 !er=ice  ro=ider!. #ean4%i0e Piaio %a! e!ta80i!%ed t%e !5!tem o7 o77icia0 di!tri8utor Piaio motorc5c0e !a0e! !er=ice! a7ter@!a0e! and ro=idin enuine art! in maGor citie!: Hanoi Ho C%i #in% Cit5 a  'an Hai Room. Seci7ica005 Piaio 0aunc%ed t%e Center 7or Piaio and Fa!%ion !%o Ve!a Ve !a 4it% cu!tomer !er=ice !tandard! acro!! t%e countr5 Piaio.

Co1%re s11%r$9es ro&0' &$s'r$7'$o" s!s'e1 of '#e 0o1%"!: HONDA

YAMAHA

PIAGGIO

SYM

HV' di!tri8utin roduct!

Startin 4it% 33

Piaio Vietnam %a!

In , carma$er  i! a

2/

t%rou% a !5!tem o7

aent! in 1;;;

 8een e!ta80i!%ed + - .

manu7acturer S# %a=e

motorc5c0e !a0e! and !er=ice

ama%a Vietnam %a!

T%ere7ore t%e num8er o7

at 0ea!t t%e num8er o7

commi!!ioned 85 Honda

made raid

aent! i! not muc%. So

aent! to near05 /

+a0!o ca00ed HEA - . T%e

de=e0oment

7ar on05 t%e ca=e more

aent!  inc0udin aent!

ear05 re!ence in Vietnam a!

c%on.C%o to or  t%i!

t%an 1// dea0er! 

!0it 2S + on05 reair and

4e00 a! t%e re!tiiou! 8rand

ma$er %a! a tota0 o7

concentrated in 3 maGor

maintenance - and 3S

HEA %e0 HV' net4or$

near05 3// dea0er!

citie! : Hanoi  Saion

+ !a0e! @cum@ e6tra - . To

t%rou%out t%e countr5 

acro!! t%e countr5 .

and a 'an . it% t%e

c0ear need to imro=e t%e

reac%in a00 reion! 7rom

T%e aent accordin

con!truction o7 t%e 0ant

num8er o7 aent! on

ur8an to rura0  7rom t%e

to criteria 3S : Sa0e

added roduction 

mu0ti0e time! in order to

 0ain! to t%e mountainou!

+urc%a!e - @ Ser=ice

certain05 in t%e 7uture 

comete 4it% ri=a0! .

and coa!ta0 reion . So 7ar

+ maintenance and

t%e coman5 4i00 e6and

more t%an ,// HEA HV'

reair !er=ice! - @

t%e mar$et and increa!e

!read acro!! , ro=ince!

Sare art! + Part! -

t%e num8er o7 it! aent! .

Honda Vietnam Vietnam %a! c0ear ad=antae! 7rom t%e 8einnin 8einnin 4%en a=ai0a80e =er5 !oon in Vietnam Vietnam and !et u !a0e! !a0e! net4or net4or$ $ and cu!tom cu!tomer er care care !er=ic !er=ice! e! den!e den!e di!tri di!tri8ut 8uted ed nation nation4id 4ide. e. T%i! T%i! ad=antae %e0! Honda cu!tomer! tru!t and c%oo!e more t%an ri=a0! a7ter. It ta$e! muc% time 0e7t 7or ot%er motor manu7acturer! can catc% u to Honda Vietnam Vietnam on t%i! oint. /4/ Tr%&e ro1o'$o" s'r%'eg! 2.&.1. 'rade promotion strategy of Honda Viet !am

Honda Vietnam i! no4 one o7 t%e 8e!t e77ort! o7 t%e trade romotion acti=itie! !er=e not on05  8u!ine!! 8ut a0!o %a=e a o!iti=e imact to t%e communit5 don.C%ien Honda! !trate5 i! to  romote continuit5 direction to t%e communit5 and c%anne0 !5nerie!. Trade romotion !trate5 o7 Honda Vi Vietnam etnam i! !%o4n: @

Ad &erat &eration ion!! 4ide! 4ide!rea read d on t%e ma!! ma!! media media t%e ma6im ma6imum um u!e o7 on0in on0inee c%anne0! c%anne0! to to o770ine ad=erti!in artic0e! 7rom traditiona0 media +te0e=i!ion outdoor ..- to t%e TV a0ication arameter! +on0ine ad=erti!in ...-. E!ecia005 4%en 0aunc%in ne4 roduct! Honda 7ocu!ed on !trent%enin %ead0inin 8ot% on0ine and o770ine.

@

ire i rect ct !a0 !a0e! e! act acti= i=it it5 5 in t%e t%e de0e de0eat atee Stor Store! e!

21

@

Acti=e Act i=e PR cam camai ain n 4it% 4it% a !erie! !erie! o7 ec%oe ec%oe!! a! I 0o=e 0o=e Vietn Vietnam am  t%e dri=i dri=in n conte! conte!tt  t%e TV roram uide tra77ic  t%e c%arit5 7undrai!in acti=itie! 7or communit5 rite

@

Acti Ac ti=e =e r rom omot otio ion n o7 o o0i 0ici cie! e! !o !o0d 0d 4it% attract attracti= i=ee !a !a0e 0e!! in ince cent nti= i=e! e!  r rom omot otio iona0 na0 i7t! i7t! durin t%e %o0ida5! t%e roram 0uc$5 dra4 ri9e! 4ort% man5 i7t! 7or man5 !u8Gect!  o0icie! !u8!idie! !tudent in!ta00ment in!ta00ment 8u5in cu!tomer areciation  ...

@ Some inentive programs of Honda Vi Vietnam etnam 2.&.2. Comparation of trade promotion strategy of Honda Viet !am with rivas

arr com a comet etiti ition on 8et 8et4ee 4een n car man manu7a u7actu cturer rer!! inc increa! rea!in in05 05 7ie 7ierce rce and tr trade ade ro romot motion ion acti=itie! to 8e u!ed continuou!05 to increa!e t%e 0e=e0 o7 a4arene!! in order to romote !a0e!  e!ecia005 at t%e time o7 ne4 =e%ic0e 0aunc%e! .#o!t 7irm! are a05in direct !a0e! t%rou% t%e !tore !to re  dea0 dea0er er  in= in=e!t e!tmen mentt ri riori oritie tie!! 7or ro romot motion iona0 a0 act acti=i i=itie tie!!  e! e!eci ecia00 a005 5 ad= ad=ert erti!i i!in n on te0e=i!ion te0e= i!ion and arti articiat ciatee in e=ent! on t%e motorc motorc5c0e 5c0e e6%i8ition e6%i8ition  romotion oeration oeration i! o7ten u!ed 4%en 0aunc%in a ne4 roduct or %o0ida5! . am ama%a a%a %a= %a=ee a 8re 8rea$t% a$t%rou rou% % in ad= ad=ert erti!i i!in n 4%e 4%en n u!i u!in n a !er !erie! ie! o7 7am 7amou! ou! 7ac 7ace! e! !uc !uc% % endearin Ho 'oc Ha  'o T%an% Van  #in% Han  ... rere!entati=e de8ut 7or t%e !tation car  0ine i! t%e coman5! 70a!%i roduct t%i! car . Fu00 mar$et e77ect! 4%en t%e =e%ic0e o!iti=e )rande  'o99a ... %a! catured t%e %eart! o7 a 0are !ement o7 4omen .

22

ama%a a0!o romote t%e !a0e o7 man5 romotion! and incenti=e! on t%e urc%a!e occa!ion  8iet.Cac not PR acti=itie! 7ocu!ed coman5 0i$e Honda . Piaio e60oited 85 t%e ad=erti!in camain 7or Ita0ian@!t50e imae! and t%e u!e o7 direct c%anne0!  TV ad! t%e internet to attract t%e attention o7 5our taret rou . T%e coman5 a0!o o77er! t%e Piaio Di7e!t50e c%anne0 to !%are t%e 7ee0in! o7 t%e eo0e 4%o u!e t%e roduct  or 1 o7 romotion! !uc% a! Free &i0 C%ane  Suort rei!tration 7ee  Introduction car or @ recei=e in!tant i7t! %and!  ... #ean4%i0e S# a0!o $ee ad=erti!in on TV at a 7reuenc5 0e!! t%an 0are 7irm! oeratin ad=erti!in media are 7or t%e coman5! =e%ic0e 0ine Ati0a .T%e coman5 a0!o de=e0oed a tra77ic c%anne0 c%a nne0 to de0 de0i=e i=err re0 re0e=a e=ant nt cont content ent to !u !uor ortt t%e u!e u!er. r.Ho4 Ho4e=er e=er t%e act acti=i i=itie tie!! o7 it! !a0 !a0e! e!  romotion i! uite oor  main05 reduced rei!tration 7ee  ... Co1%r%'$;e s11%r! of '#e 'r%&e ro1o'$o" %0'$;$'$es of '#e 0o1%"! HONDA

YAMAHA

PIAGGIO

SYM

Ad=erti!in on t%e ma!! media : t%e

Ad=erti!in on t%e ma!!

Ad=erti!in on t%e ma!!

Ad=erti!in on t%e

media  TV  internet ...

media: t%e media  TV 

media : t%e media  TV 

ma!! media : t%e

internet ...

internet ...

media  TV  internet

Particiate in romotiona0

Particiate in

acti=itie! : !ort! !on!or!%i 

 romotiona0 acti=itie! :

=o0unteer  %e0 communit5

!ort! !on!or!%i 

&rani9in trainin roram!

=o0unteer  %e0

dri=in  tra77ic 0a4! uidance

communit5

So o=era00 t%e trade romotion romotion acti=itie! acti=itie!  Honda Vietnam Vietnam i! !ti0 !ti000 t%e 0eadin 0eadin  8rand in term! o7  uantit5  ua0it5 and e77icienc5 ain! .

CONCL-SION

23

T%rou% comarati=e ana05!i! ,P in Honda"! #ar$etin #i6 !trate5 comared 4it% ri=a0! on Vietnam mar$et  Honda %a! 7ound t%at redominate. it% t%eir e77ort! Honda Vietnam de!er=e to 8e t%e mar$et 0eadin 8rand o7 motorc5c0e!. Ho4e=er  in t%e conte6t o7 increa!in05 7ierce 7ie rce com cometi etiti tion on and con! con!tan tant05 t05 70u 70uctua ctuati tin n mar mar$et $et  Hond Hondaa Vie ietna tnam m mu! mu!tt cont continu inuou! ou! imr im ro=e o=eme ment nt to mai maint ntai ain n t% t%ei eirr o o!i !iti tion on an and d im imr ro=e o=e it it!! co com met etit iti= i=ee ad ad=an =anta tae e . So Some me !ue!tion! 7o00o4 ,P orientation 7or Honda Vietnam a! 7o00o4! : @ Product: Honda mu!t imro=e t%e =ariet5 o7 de!in! and a7ter@!a0e! !er=ice! in order to create di77erentiation 7rom cometitor!. Focu!in on !cooter! can a0!o 8e con!idered a !te in 0ine 4it% mar$et reuirement! @ Price: HV' need to !trict05 contro0 t%e HEA to a=oid t%e %enomenon o7 rice di!tur8ance!. Con!umer! are a04a5! rotected 85 rea!ona80e rice! and ood !er=ice . @ i!tri8ution : E6and t%e net4or$ o7 more coa0 HEA !uort t%e urc%a!e or re0acement o7  =e%ic0e! Honda to 8e Ea!ier t%an cometitor! @ Promotin trade : o7ten t%ere are man5 o0icie! on rice  a7ter@!a0e! o0icie! and imro=in !$i00! o7 !ta77.

APPENDIX DIST &F PR&UCTS &F H&'A VIET'A# + 2/1 -

2,

2

RE.ERENCE

2

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Honda #otor Co. Dtd =ie4ed 2 #a5 2/1 %tt:??=i.4i$iedia.or?4i$i?Honda

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CF Auto80o 2//; / nam iac mo Honda tren dat #5 dantri =ie4ed 2 #a5 2/1 %tt:??dantri.com.=n?o@to@6e@ma5?/@nam@iac@mo@%onda@tren@dat@m5@12,2<22<3.%tm Homeae o7 Honda Vietnam =ie4ed 2/ #a5 2/1 %tt:??444.%onda.com.=n?

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Viet8ao Viet8ao Honda Viet 'am: t%i truon 6e ma5 1/ nam n%in 0ai =ie4ed 2 #a5 2/1 %tt:??=iet8ao.=n?&@to@6e@ma5?Honda@Viet@'am@T%i@truon@6e@ma5@1/@nam@n%in@ 0ai?3/1/>>?3/?

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*e Ban ia cac mau 6e ma5 tai Viet 'am dantri =ie4ed 2 #a5 2/1 %tt:??dantri.com.=n?o@to@6e@ma5?8an@ia@cac@mau@6e@ma5@tai@=iet@nam@ca@n%at@t%an@ <@2/1@1,12//1;.%tm *e=at%et%ao Honda Viet 'am: c%an duon 2/ nam %in% t%an% =a %at trien =ie4ed 2< #a5 2/1 %tt:??6e=at%et%ao.=n?6e?%onda@=iet@nam@$5@niem@2/@nam@c%an@duon@%in%@t%an%@=a@

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