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Unformatted text preview: Honda 1 Perspectives on Strategy: The Real Story Behind Hondas Success I ntended Strategy -- is strategy as conceived of by the top management team. Even here, rationality is limited and the intended strategy is the result of a process of negotiation, bargaining, and compromise, involving many individuals and groups within the organization. Summary (pages 47-60): Historical Treatment of Honda: Market Leaders in the 1960s:- Harley Davidson - Triumph and Norton of U.K.- Motor-Guzzi of I taly- Sears, Roebuck sold similar small lightweight motorcycles as Honda Image of Motorcycles during the 1960s:- Stereotype of motorcyclists was a leather-jacketed teenage trouble maker due to the group of rowdies called Hells Angels, Satans Slaves Hondas entrance in the market:- Started its push in the U.S. market with a marketing strategy that focused on the general public- Entered the market by introducing small lightweight motorcycles - Sold for $250 in comparison to competitors pricing ($1000 - $1500)...
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This note was uploaded on 01/26/2010 for the course ADMS 4900 taught by Professor Jungchinshen during the Spring '10 term at York University.
- Spring '10