Реферат: American Honda Motor Company Essay Research Paper

themes. Honda’s home page, which displays a picture of young children of

different nationalities engaging in a game of soccer, is a nice example of

trying to reach these groups.

Stiff competition means tapping into new markets

According to theautochannel.com, Honda’s CR-V most fierce competition are the Mitsubishi Montero Sport whose MSRP starts at $18,030 – $32,250 and the

Subaru Forestor $18,695 – $22,195. The MSRP for the Honda CR-V ranges from

$18,350 – $21,050 which is less than the cost of either of their major

competitors. The other competitors such as the Chevrolet Tracker, the Kia

Sportage, the Suzuki Sidekick and Toyota RAV4 base MSRP begins around $13,099

to $15,388 however. Although these prices are far more comforting for price

concious customers, they do not offer the durability and the satisfaction of

that of the Honda CR-V SUV vehicle. Various discussion groups on DejaNews.com

reveals that customers get the following benefit from CR-Vs:

A customer can buy a fully loaded sports-utility vehicle for under $20,000.

The CR-V provides a more fuel-efficient attainment and a smoother and

quieter ride from their front wheel drive.

Under many abnormal diving conditions such as snowy and slippery surfaces,

the CR-V performance is outstanding.

The CR-V provides great amenities such as extra power outlets and

cup-holders,a picnic table that is stored over the spare tire.

The sales figures for The CR-V year ending 1997 was 32,850 which soared to

greater heights in 1998. Honda will have to track these news groups to gain added insight. This will provide insight, in terms of what pricing strategy to pursue, as well as, what CR-V attributes customers value most. Currently, Honda continues to increase exports to the US and is building a reputation for being a reliable and sporty vehicle, in effect setting off higher increases in sales.