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HONDA_Case study.pdf - Marketing Management Prof. Dr. Abeer...

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Marketing ManagementProf. Dr. Abeer MahrousESLSCA BUSINESS SCHOOL 2020IM24
Midterm Case study:Honda Power Products (ICII);Ensuring the Future of a Leading Brand in a Turbulent MarketAbdelhamid Mohamed LasheenAhmed Ezzat Tawfik El KamhawiAhmed Mahmoud Gomaa El-JafariAhmed Mahmoud Ali MohamedAhmed Mossad El- AlamiAlbeer Maher Abadir MikhailTEAM(A)MEMBERS
Honda Power Products
Table of contentsBefore ICII Sales Emergency Meeting, we intend to answer the followingquestions:1)What repercussions would adding Chinese products to the products mix haveon ICII image and legacy?2)What would be ICII’s competitive edge in the low-tier market if we decided totake this route?3)Becoming an OEM for Honda: Pricing/Quality balance4)Pros & Cons of different strategies (Product, Price, Distribution & Promotionalstrategy)5)What to do in this growth stage (short term strategy)6)What should ICII do after the market has matured (Long term strategy)
What repercussions would adding Chinese products to the productsmix have on ICII image and legacy?Cons: Importing Chinese products with no maintenance, no after-saleservice nor warranty might jeopardize the companys image and mightlead to losing our Loyal A to B class customers (Quality as well)Pros: Increasing market share by targeting new segments with suitableproducts. Especially if we take the higher profit margins and the size of thissegment into consideration.

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