Marketing Plan Analysis Honda Vietnam

Running head: MARKETING PLAN ANALYSIS – HONDA VIETNAM

Markeing P!an Ana!"#i# – H$nda Viena% Gr$u&': L(u V) *u+nh Nh(, L- Th. Ph(/ng Ng0n, Phan Hu+nh Di% Th2$, V) Ki3u Tr0%, Ph4% 5u0n Ph6, Yuuki Ya7a8a, Kana I%anari Prin9i&!e $ Markeing De9e%;er <, =>1? In#ru9$r: Dr@ Ngu"en Thi Mai Trang

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MARKETING PLAN ANALYSIS – HONDA VIETNAM

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TABLE OF CONTENTS

Ee9uiBe Su%%ar"@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ Su%%ar"@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@' @@@' Inr$du9i$n@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@C The &r$du9 – SHi 1=?1?>@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ 1=?1?>@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @ Mi9r$enBir$n%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ Mi9r$enBir$n%en@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@<< F$%&an"@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ F$%&an"@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@< @< Su&&!ier#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1? F$%&ei$r#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ F$%&ei$r#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1 @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1 Pu;!i9#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ Pu;!i9#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@1< @@@@@@@@@@@@@@@@@1< Fu#$%er#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@== Ma9r$enBir$n%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@=C De%$gra&hi9 a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@=C =C E9$n$%i9 a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@= @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@= Naura! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ '= Te9hn$!$gi9a! Te9hn$!$gi9a! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'' @@@@@@@@@'' P$!ii9a! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'C @@@@@@@@@@@@@@@@@@'C Fu!ura! a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ a9$r@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'? @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@'? SOT Ana!"#i#@@@@@@@@@@@@@@@@@@@@@@@@@@@ Ana!"#i#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@' @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@' Re9$%%endai$n#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@C1 Marke deBe!$&%en $r highin9$%e #eg%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ #eg%en@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@C= @@@C= Marke deBe!$&%en $r $reigner#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@CC The een#i$n $ 9u#$%er 9 u#$%er #erBi9e#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ #erBi9e#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@?> @?> The &r$;!e% $ re9a!! $r SHi 1=?1?>@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@?= Reeren9e#@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@??


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Executive Summary

H$nda i# he %$# d$%inan 9$%&an" in he Viena%e#e Viena%e#e %$$r9"9!e %arke@ Sin9e i enered $ hi# %arke, i# &r$du9# haBe ;een !$Bed ;" Viena%e#e &e$&!e, and %$# Viena%e#e Viena%e#e haBe an e&erien9e $ u#e a H$ndaJ# %$$r9"9!e in heir !ie@ H$8eBer, H$nda 9urren!" a9e# he huge &r$;!e%: %arke #aurai$n@ A# a re#u!, here i# a ne9e##i" $ ind a ne8 8a" $ $Ber9$%e hi# &r$;!e%@ Thr$ugh hi# re&$r, 8e ir#!" ana!"7e 9urren %arke #iuai$n r$% %a9r$ and %i9r$ Bie8#@ Then, 8e &r$Bide SOT ana!"#i# $r H$nda in Viena%@ e e $und #eBera! &r$;!e%# H$nda 9urren!" &$##e##e#, and a!#$ $und #eBera! $&&$runiie# ha 8$u!d 9$nri;ue $ i# urher gr$8h@ a#ed $n $ur ana!"#i#, 8e #ugge# hree re9$%%endai$n# $r he %arkeing a9iBiie# $ SHi 1=?1?> %arke deBe!$&%en $r highin9$%e #eg%en %arke deBe!$&%en $r $reigner# and he een#i$n $ 9u#$%er #erBi9e#@ ina!!", 8e ;rie!" %eni$n in he &r$;!e% H$nda a9e#: he re9a!! $ SHi 1=?1?> and &r$Bide 9$n#idera;!e #$!ui$n# $r i@ e h$&e h$&e $ur re#ear9h and re9$%%endai$n 8$u!d ;e he!&u! $ &r$%$e he #a!e# $ SHi 1=?1?> in ne "ear@


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Introduction Company description

H$nda i# $ne $ he greae# g!$;a! 9$%&an" and a%$u# $r %$$r9"9!e# and 9ar#@ I ha# e&anded i# ;u#ine## $&erai$n# hr$ugh he 8$r!d, and &r$Bide# 9$n#u%er# adBan9ede9hn$!$gi9a! &r$du9# a rea#$na;!e &ri9e#@ H$nda 9urren!" e&and# i# ;u#ine##e# $ air9ra and r$;$ indu#r", indu#r", and #eek# $ i%&r$Be i#e! 9$ninua!!" $r a !$ng i%e@ Honda history. H$nda 8a# e#a;!i#hed ;" S$i9hir$ H$nda in 1
#ared

%anua9uring $ %$$r9"9!e# in a&an@ H$nda ir#!" ir #!" e&anded i# ;u#ine## in he nied Sae# in 1
&!an in Viena% Viena% 8a# e#a;!i#hed in 1<< 1<< Q@ Thi,  5@ 5@ Thi, =>><, and H$nda #ared %anua9uring a hi# i%e@ H$8eBer, ;e$re H$nda enered $ he Viena%e#e %$$r9"9!e %arke, H$nda e&$red #$%e %$$r9"9!e# r$% $her 9$unrie# $ Viena%, and here$re, H$ndaJ# &r$du9# &r$du9# 8ere huge!" re9$gni7ed ;" Viena%e#e 9$n#u%er#@ H$nda #u99eeded in aking a ir# %$Ber adBanage in Viena% Viena% Q@ Thi,  5@ Thi, =>><, #$ i ha# # #r$ng &$8er in hi# %arke@ Iniia!!", Iniia!! ", H$nda H$nda $9u#ed $n %idd!ein9$%e #eg%en $ &r$%$e i# %$$r9"9!e# ;e9au#e &e$&!e under hi# #eg%en did n$ a$rd H$nda# &r$du9#@ H$nda a9ed $ he #r$ng 9$%&eii$n $ u!ra!$8 &ri9e %$de!# %anua9ured ;" Fhine#e %aker# and !$# huge %arke #hare a he ;eginning $ =>>># QuUia, =>>, ;u H$nda regained i# %arke #hare ;" inr$du9ing he !$8&ri9e ;rand@


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WaBe WaBe A!&haX QNgu"en, =>>@ Thi# 8a# #ignii9an 9hange 9 hange aken ;" H$nda, and i iniiaed $ $9u# $n !$8in9$%e #eg%en a# 8e!!@ Furren!" Furren! ", H$nda i# a gian, #haring ar$und > $ he Viena%e#e %$$r9"9!e %arke, and H$ndaJ# &r$du9# are !$Bed ;" Viena%e#e Viena%e#e &e$&!e@ !ission. The %i##i$n $ H$nda Q=>1? i# WMainaining a

g!$;a! Bie8&$in, 8e

are dedi9aed $ #u&&!"ing &r$du9# $ he highe# ua!i", "e a a rea#$na;!e &ri9e $r 8$r!d8ide 9u#$%er #ai#a9i$n@X A"out the report.

Thi# re&$r %ain!" 9$n#i## $ $ur &ar#@ ir# hree &ar#:

Ana!"#i# $ %a9r$ enBir$n%en, %i9r$enBir$n%en, and SOT ana!"#i#, are ana!"#i# ana !"#i# $ 9urren %arke #iuai$n@ Then, he re9$%%endai$n# $r he %arkeing $ SHi 1=?1?> %$de! 8i!! ;e de#9ri;ed ;a#ed $n he ana!"#i# $ 9urren %arke@ Se9$ndar" re#$ur9e# r$% H$ndaJ# e;#ie e;#ie and #$%e $her #$ur9e# #u9h a# a9ade%i9 U$urna!# and e;#ie# e;#ie# $ &u;!i9 in#iui$n# are %ain #$ur9e# $ $ur re#ear9h@ e a!#$ 9$ndu9ed he ue#i$nnaire $n he Inerne, and i a!#$ he!&# $ur re#ear9h and #u&&$r# $ur re9$%%endai$n#@ #roduct Ana$y%in&' SHi ()*+(*, -esi&n ery hi&hc$ass desi&n : ;a#ed $n he #r$ng #ide $ he SH ;rand in E, SHi

1=?991?>99 ;ring# $u he 8e#ern de#ign $ Viena%e#e Viena%e#e 9$n#u%er@ The Head: he head $ he %$$r;ike i# 9raed $ i# ine#@ The high!igh &ar

i# he head!ine, ;eing 9$Bered 9hr$%e $ #h$8 eBen %$re he highua!i" $ he &r$du9@ (/inch sty$ist 0hee$s : 8ih !igh8eigh ;u #a;!e

#%$$h and 9urBe driBing $r he u#er@

de#ign@ The 8hee! en#ure#


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The Body: I# de#ign $ ;ring $u he #e" 9urBe a eBer" 9$rner@ The Bac1 : u!!" eui& 8ih #r$ng g!a## 8ih

high!ighed &aern@ Mai%u%

!ighing $ en#ure he ;e# ua!i"@ The parameter: un9i$na! #%ar 9$un 9!$9k, #%ar and #9ienii9 de#ign@ The En&ine. SHi run# $n an inn$BaiBe &ie9e

$ e9hn$!$g", he he eSP Qenhan9e

S%ar P$8er, 8hi9h i# a !ae# de#ign $r #9$$er@ The engine ha# Ber" #%a!!, ;u n$ !e## &$8eru!, #%$$h and uie raBe!!ing, Ber" Ber " e9$riend!", ;" 9$n#u%e 9$n#u%e !e## ga#@ The &assprayin& mechanism i# u!!" au$%aed and 9$nr$! ;" he %ain

;$ard, enhan9e he a;i!i" $ he enire %$$r;ike, %ini%i7e ue! 9$n#u%&i$n@ 9$n#u%&i$n@ Thu#, hi# 9$nri;ue# $ !e## ga# e%i##i$n# e %i##i$n# r$% he %$$r9"9!e@ Id$in& Stop: S"#e% e%&$rari!" di#9$nne9 he

%$$r, i# a ;reakhr$ugh ne8

e9hn$!$g" in he %$$r9"9!e 8ih he a;i!i" $ #aBe ue! ei9ien and enBir$n%ena!!" riend!"@ The The #"#e% ha# he a;i!i" $ au$%ai9a!!" di#9$nne9 he %$$r, #8i9h $ #and;" %$de $ #aBe energ" 8hen he 9ar 9 ar #$&&ed %$re han ' #e9$nd# and re#ar# #%$$h!" 8hen he driBer hr$!e ;a9k and d$ n$ need $ &re## he #ar ;u$n@ Vehi9!e# 9a&a;!e Techno$o&y Inte&ration o2 Tit$e AC3 Vehi9!e#

$ #%$$h #ar hank#

$ inegraed #"#e%# and genera$r #aru&, he %ai%u% ri9i$n redu9i$n, ue! #aBing# ;a#ed $n ine!!igen e!e9r$ni9 %e9hani#%@ Aer urning $ he engine, he re !aun9h i# a!#$ Ber" ea#" ea# "@ Less Friction Techno$o&y De#igned $ %ini%i7e he %ai%u% ri9i$n, he!&#

he engine $&erae %$re #%$$h!"@ 3as Evaporative Contro$ System ue! ank i# eui&&ed 8ih #"#e% EVAPO

he!& %ini%i7e he eBa&$rai$n $ ga#$!ine, 8hi9h #aBe# ue! ei9ien and enBir$n%ena!!" riend!"@


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!aximi%e Com2orta"i$ity 4 Sa2ety

SHi 1=?1?> &r$%i#e# $ de!iBer he ;e# driBing e&erien9e here i#@ !ain Container@ ;$ 9$%&ar%en i# 8ider, 9an a99$%%$dae ;$h he ir#

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Natura$ 2actor

In9rea#ing he nu%;er $ Behi9!e# !ead# he air &$!!ui$n in i n he 9i"@ In %an" ;ig 9iie#, air &$!!ui$n ;e9$%e# a h$ i##ue@ i##ue@ Trai9 Trai9 Ua% re#u!# in %$re ehau# u%e hen i %ake# he a%$#&here #u"@ Viena% Viena% i# ranked he $urh in he 8$r!d ;e9au#e ;e9 au#e $ he a%$un $ %$$r9"9!e %$$r9 "9!e 8ih ' %i!!i$n QA!ar%ing QA!ar %ing air &$!!ui$nJ, =>1?@ The %$# &$!!ui$n area# in Viena% Viena% are Han$i and H$ Fhi Minh Fi"@ Fi"@ A99$rding $ Pr$@ Dr@ Dr@ Le Hu" a, Dire9$r $ he In#iue $r S9ien9e, S9ien9e , Te9hn$!$g" Te9hn$!$g" and EnBir$n%ena! Manage%en in H$ Fhi Minh Fi" Fi " niBer#i" $ Indu#r", eBer" da" in he 9i" ar$und ? %i!!i$n Behi9!e# 9ir9u!aing a!$ng he %ain r$ad $ ?>> #@ ki!$%eer $ he 9i" haBe %ade air &$!!ui$n !eBe!# eBen %$re #eri$u# QOanh, =>1' There are %an" &r$Ue9# $ g$Bern%en 8hi9h are 9$nri;ued $ redu9ing he &$!!ui$n #u9h a#: i%&$#ing i%&$#ing heaB" a $n Behi9!e# $ redu9e he a%$un a%$un $ &ur9ha#ing %$$r;ike#, en9$uraging he deBe!$&%en $ Behi9!e# u#ing 9!ean 9! ean energ", 9a!!ing $r he a8are $ 9ii7en 9ii7e n a;$u &r$e9ing he enBir$n%en@ A99$rding!", A99$rding!", %$$r9"9!e 9$%&anie# ha# ;een reuired $ &r$du9e %$re enBir$n%ena!9$n#9i$u# &r$du9#, and hi# i# a 9urren rend $ he enire indu#r" in Viena%@

Techno$o&ica$ 2actor

Te9hn$!$g" Te9hn$!$g" a9$r# ha# ;een 9hanging ra&id!", #$ eBer" 9$%&an" ha# $ ada& $ he#e 9hange# $r #urBiBa!@ I 9reae# ne8 %arke and $&&$runiie# $r %arkeer#@ Te9hn$!$g" Te9hn$!$g" i# he i%&$ran e!e%en# $ he %a9r$ enBir$n%en@ AdBan9e in e9hn$!$gie# i%&r$Be# he &r$du9 and i%&r$Be he %arkea;i!i" $ he &r$du9 a# 8e!!@


=

The ;irh $ ne8 e9hn$!$g" in9rea#e# he 9$%&eii$n $ ne8 &r$du9# 9$%&ared $ he radii$na! $ne#@ Ne8 e9hn$!$g" &u#he# ener&ri#e# $ 9hange $ in9rea#e 9$%&eiiBe a;i!iie#@ The e9hn$!$g" 9reae 9$ndii$n# $ &r$du9e 9hea&er &r$du9 8ih high ua!i", ua!i", 8hi9h 8i!! ;e a;!e $ #ai#" 9u#$%er# 9u#$%er# and 9$nri;ue $ in9rea#ing he #a!e#@ Naura! re#$ur9e# and &e$&!e are ke" e!e%en# $ e9hn$!$g" a9$r@ a#ed $n $n hi#, he 9$%&an" ;ring# $u %an" &r$du9 $ %ee heir need@ In %$$r9"9!e indu#r" &e$&!e 9are a;$u #aBe energ" $ #aBe %$ne" %$ne" and redu9e he ehau# u%e $ &r$e9 he enBir$n%en@ An$her e9hn$!$g" i# 9$%%uni9ai$n e9hn$!$g"@ e9hn$!$g"@ A99e## $ he inerne he!&# 9$nne9 9$n#u%er# $ 9$%%uniie# in he g!$;e here$re, &r$du9# 9an ;e kn$8n a# and ea#i!"@ I he!&# ;u#ine##e# $ in9rea#e heir #a!e# and e9hange# $ g$$d# and #erBi9e#@ I &r$Bide# 9$n#u%er# $&&$runiie# $ a99e## $ #h$&&ing in an$her 8a": $n!ine #h$&&ing@ #o$itica$ 2actor

Viena% Viena% i# 9$n#idered a# $ne $ he %$# #a;i!i7ing &$!ii9a! enBir$n%en# in he 8$r!d, and a!#$ a# a 9$%$ra;!e and #ae enBir$n%en $r ener&ri#e# $ inBe# in@ La8 $n InBe#%en and La8 $n Ener&ri#e# ;e9$%e ee9iBe r$% une 1, =>>, 8hi9h a9i!iae he e&an#i$n $ he ;u#ine## reed$%, ara9 &riBae inBe#%en, #renghening &$#in#&e9ed %e9hani#% and 9reae a air&!a" ie!d $r a!! e9$n$%i9 #e9$r#@ A99e##i$n $ he TO in =>> had a #r$ng re$r% $n he a &$!i9ie# $ Viena%@ Viena%@ There are 1= ari !ine# $ ;e 9u, 8hi9h ha# redu9ed %an" &r$9edure# in $rder $ 9reae aB$ra;!e 9$ndii$n# $r ;u#ine##e#@ A99$rding $ TO 9$%%i%en#, 9$%%i%en#,


=

#in9e Ma" '1, =>>, Viena% %u# re%$Be di#9ri%ina$r" ru!e# $r i%&$r, di#ri;ui$n and u#e $ %$$r9"9!e# 8ih engine 9a&a9i" $ 1? 9u;i9 9eni%eer# $r %$re@ I%&$r ari# $r %$$r9"9!e# haBe dr$&&ed r$% 1>>, ;" he i%e $ a99e##i$n, $ > in =>1=, #&are &ar# $ a!! kind# e!! r$% ?> $ '?C? ;" =>1>@ A A he #a%e i%e, i %e, #in9e anuar" 1, =>>< Viena% Viena% %u# !e $reign ener&ri#e# i%&$r and di#ri;ue i%&$red %$$r9"9!e# dire9!" in$ he d$%e#i9 %arke@ I%&$r duie# haBe redu9ed, here$re, d$%e#i9 ener&ri#e# #h$u!d a9iBe!" !inked 8ih ea9h $her $ i%&r$Be 9$%&eing 9a&a;i!i"@ The a;$!ii$n $ he &reerenia! i%&$r ari# a he rae $ !$9a!i7ai$n ha# %ade i dii9u! $r ener&ri#e# 8hi9h &r$du9e and rade %$$r9"9!e# ;u hi# i# he $;Ue9iBe reuire%en# $ inegrai$n and %arke deBe!$&%en, and a# 8e!! a# #u&&$r $$!# $r ;u#ine##e#@ The g$Bern%en ha# u#ed a in9eniBe# $r &ri$ri" #e9$r# #u9h a# engineering, %anua9uring, and hen9e i 8i!! indire9!" #u&&$r he %$$r9"9!e indu#r" 8ih !$8 enr" &ri9e 9$%&$nen# and he rei%;ur#e%en $ in9$%e a i he 9$%&anie# u#e &r$i# $ inBe# in e9hn$!$g" and deBe!$&ing he %$$r9"9!e@ Sociocu$tura$ 2actor

A99$rding $ he re&$r $ Mini#r" $ Tran#&$r $n u!", =>11, =>11, he &$&u!ai$n $ Viena% Viena% 8a# <>,?C<,'<> &e$&!e, ranking 1Ch in he 8$r!d, 8ih he &$&u!ai$n den#i" i# n$ eBen!" di#ri;ued in he &r$Bin9e# a9r$## he 9$unr"@ E#&e9ia!!" he &$&u!ai$n 9$n9enraed %ain!" in he ;ig and 9r$8ded 9r$8ded 9iie#, #u9h a# Han$i and H$ Fhi Minh Fi"@ Viena%e#e Viena%e#e a%i!" i# u#ua!!" a radii$na! h$u#eh$!d 8ih =' generai$n# in9!uding grand&aren#, &aren# and 9hi!dren, 8hi9h a!#$ ae9 %u9h $n he de%and $r %$$r9"9!e#@ u"ing a Behi9!e in a a%i!" ha# a !$ $ 9$%%en# giBen ;" he


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dieren9e# $ $&ini$n and generai$n@ O!der &e$&!e $en $9u# $n #e9uri" and !$8e# 9$#, ;u he "$ung &e$&!e end $ 9are a;$u he 9$!$r, #"!e and eaure# $ he Behi9!e@ S;OT Ana$ysis

a#ed $n $ur ana!"#i# $ 9urren %arke 9$ndii$n# in &reBi$u# 8$ &ar#, 8e 9an ie%i7e &$enia! SOT a9$r# ;e!$8@ There are Bari$u# a9$r# ha ae9 $ H$ndaJ# a9iBiie#@ In hi# &ar, 8e ie%i7e Bari$u# SOT a9$r# ir#, hen de#9ri;e #$%e ke" a9$r# ha huge!" in!uen9e $n he %arkeing #raegie# 8e re9$%%end !aer@ Ke" a9$r# are de&i9ed in he 9har ;e!$8@

Stren&ths. 

Pr$du9 Bariai$n

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ide &ri9e range

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F$!$r Bariai$n Q$r #$%e ;rand#, e#&e9ia!!" in !$8er &ri9e %$de!#

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E9e!!en #a!e# #erBi9e#

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Vari$u# FSR a9iBiie#


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G$$d a99e## $ dea!er# QMan" dea!er# in Viena%

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Varie" Varie" $ arge #eg%en#

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Sr$ng ;rand re9$gnii$n: High ua!i", dura;i!i"

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The in9rea#e in he &r$du9i$n 9a&a9i" – e#a;!i#hed he hird &!an in Viena%

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High !$9a! 9$nen rai$

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The g$$d di#ri;ui$n $ &r$du9# – !$8er&ri9e %$de!# in %$unain area# and

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higher&ri9e %$de! in ur;an area 

ide range $ %edia 9hanne! – g$$d $r adBeri#ing#

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AdBan9ed e9hn$!$g" – PGMI, and id!ing #$& #"#e%

Sin9e H$nda #u99eed# in d$%inaing in he %arke, here are %an" #rengh# ha #u&&$r i# #u99e## in he Viena%e#e %arke@ e &$in &$in $u 8$ #rengh#: #r$ng ;rand &$8er and adBan9ed e9hn$!$g"@ e9hn$!$g"@ ih ih n$ d$u;, d$u;, H$nda he #r$nge# ;rand in hi# hi# %arke a!! Viena%e#e &e$&!e kn$8 H$nda, and he" ru# i# &r$du9# are high ua!i"@ There$re, hi# i# he grea adBanage 8hen i &r$%$e# he #a!e# $ %$$r9"9!e#@ H$nda 9an u#e i# na%e a# a g$$d #$ur9e $ 9$nBin9e 9$n#u%er#, and i #h$u!d ui!i7e he na%e $ 9reae a &$#iiBe re&uai$n hr$ugh he enire %arke@ In addii$n, e#&e9ia!!" $r SHi 1=?1?>, adBan9ed e9hn$!$g" #u9h a# PGMI and id!ing #$& #"#e% #h$u!d ;e e%&ha#i7ed hr$ugh he &r$%$i$n 9a%&aign@ Sin9e hi# i# he rea#$n SHi 1=?1?> i# he e&en#iBe ;rand, H$nda %u# a&&ea! he#e adBan9ed e9hn$!$g" and Uu#i" he higher &ri9e@ ;ea1nesses.

Genera! adBeri#ing# T$$ T$$ %u9h $9u# $n !$8&ri9e &r$du9#: aBe aBe A!&ha e9@


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H$nda i# he #u99e##u! 9$%&an" in Viena%, #$ here are n$ #$ %u9h 8eakne##e# i &$##e##e#@ H$8eBer, H$8eBer, 8e &$in $u $u 8$ 8eakne##e#: genera! adBeri#ing# and huge huge re!ian9e $n !$8&ri9e %$de!@ A ir#, e#&e9ia!!" $r SHi 1=?1?>, H$nda d$e# n$ ake g$$d adBeri#ing #raeg" $ &r$%$e he #a!e# $ hi# %$de!@ I# adBeri#ing i# $$ genera! here$re, i d$e# n$ #u99eed in &r$%$ing hi# ;rand ;r$ad!"@ M$re$Ber, H$nda huge!" re!ie# i# #a!e# $n !$8&ri9e %$de!: aBe and Su&er Drea%@ A99$rding $ he %arke re#ear9h 9$ndu9ed ;" A#ia P!u# In9@ Q=>1C, %$re han ?> $ %$$r9"9!e u#er# in Viena% u#e he#e 8$ %$de!#@ On he $her hand, he #a!e# $ SHi 1=?1?> d$e# n$ gr$8 idea!!", #$ here i# a ne9e##i" $ 9hange i# &r$%$i$n $r SHi 1=?1?>@

Opportunities. 

Large %arke – he &$&u!ari" $ %$$r;ike The in9rea#e in &$&u!ai$n The in9rea#e in he nu%;er $ &e$&!e $ 8$rking age The gr$8h $ edu9ai$n !eBe! – he in9rea#e in he ua!i"9$n#9i$u# 9$n#u%er# The ri#e in in9$%e and !iBing #andard The inde&enden9e $ 8$%en The i%&$ran9e $ re!ai$n#hi& a%$ng Viena%e#e &e$&!e High !eBe! $ air &$!!ui$n – $ inr$du9e he e9$riend!" %$de! The in9rea#e in he nu%;er $ $reign 8$rker# in Viena% Viena%

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$ur arge 9$n#u%er and %ake an a&&r$&riae %arkeing &!an $ &r$%$e SHi 1=?1?> $ he%@ :easons to choose this mar1et.

There are 8$ rea#$n# 8h" 8e 9h$$#e hi#

arge %arke@ ir# $ a!!, 8e 8$u!d !ike $ ake adBanage $ 9hange# in he e9$n$%i9# $ H$ Fhi Minh Fi" Fi "@ A99$rding A99$rding $ e9$n$%i9 ana!"#i#, here ha# ;een a gr$8h in he !eBe! $ in9$%e $ Viena%e#e Viena%e#e &e$&!e, e#&e9ia!!" &e$&!e !iBing in H$ Fhi Minh Fi"@ Fi "@ There$re, he 9$n#u%er i# %$re !ike!" $ ;e 9$nBin9ed ;" #h$8ing he% ;enei# ha he" 9an ge ;" ;u"ing hi# ;rand@ In $her 8$rd#, &e$&!e 8ih high in9$%e ee! ea#ier $ #&end !arge %$ne" $n #$%ehing han e8 "ear# ag$@ The $her rea#$n $r 9h$$#ing hi# %arke i# ;e9au#e 8e!!$ &e$&!e end $ 8an $ ge aeni$n a eni$n r$% $her# ;" #h$8ing $@ The" u#ua!!" 8an ;ig h$u#e# and !uur" 9!$he#, and a Behi9!e i# n$ an e9e&i$n@ A!h$ugh here 8a# a de9!ine in he de%and $ %$$r9"9!e# in Viena% QH$nda, =>1C and $da" %$re and %$re &e$&!e !ike $ haBe a 9ar in#ead $ a %$$r9"9!e, 8e ;e!ieBe ha 8e 9an ake hi# 9ha!!enge and urn i in$ an adBanage in $ur adBeri#ing #raeg" #raeg "@ Advertisin& strate&y.

In $rder $ #$!Be he &r$;!e% 8e haBe %eni$ned ;e!$8

and $ &r$%$e SHi 1=?1?> $ $ur arge #eg%en, he ir# hing 8e need $ d$ i# #h$8ing $ur 9$n#u%er he rea!i"@ The rea!i" 8e 8$u!d !ike $ %eni$n i# a;$u he rai9 Ua%@ N$8ada"#, rai9 Ua% i# a he a!er rae@ I 9an $99ur an"i%e and a an"8here@ M$re$Ber, he #ree #"#e% in H$ Fhi Minh Fi" 9$n#i## $ %an" #%a!! #ree#@ There$re, i i# ere%e!" dii9u! $r &e$&!e $ raBe! r$und he 9i" 8ih a 9ar in#ead $ a %$$r9"9!e@ Thi# rea!i" i# an adBanage $r H$nda $ ge ;a9k i# 9$n#u%er, e#&e9ia!!" i# &$enia! 9$n#u%er# $r SHi 1=?1?>@ An$her #raeg" 8e u#e in adBeri#ing SHi 1=?1?> i# #h$8ing he ;enei# ha $ur


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Marketing Plan Analysis Honda Vietnam

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