Iridium Memo

Iridium Memo - To: From: Date: Subject: Isin Guler John T....

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To: Isin Guler From: John T. Lilly Date: October 21, 2008 Subject: Honda Beginning in 1959, Honda began a very successful push to enter and later become the market leader in the U.S. motorcycle market. Honda Strategy and Entry into US Market Established surplus manufacturing capabilities in Asia Established a U.S. subsidiary, American Honda Motor Company Entered and developed markets by region, not all markets at once o Allowed focus on investment o Limited Risk of original failure Invested heavily early on Marketing campaigns to redefine motorcycle industry Motorcycle not in direct competition with major American Manufacturer o Smaller Bike than those sold in US Competed on price o Lower cost than American or British Bikes o Lower cost than other Japanese manufacturers Learning Curve need for Mass Production Honda took an attitude of being the market leader at all costs approach despite short-term profitability. The reasoning behind this was that if they could become the market leader than they
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This document was uploaded on 11/04/2011 for the course BUSI 698 at UNC.

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Iridium Memo - To: From: Date: Subject: Isin Guler John T....

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