Using Honda Motors Company Honda CR-V
Preparation
To gain a sense of the range of marketing activities used by your company, find and examine all aspects of the company's marketing mix. Pay particular attention to the media, tools, and approaches used to market the product you selected. Study the characteristics of these activities so that you have a clear sense of how the company and the product are presented to the market, and how potential buyers are likely to view both.
Assignment Requirements
In your marketing mix analysis, complete the following:
Evaluate the marketing mix for Honda CR-V.
Analyze the pricing strategy for Honda CR-Vt. How does the pricing align to the company's overall pricing strategy? How does it compare to competitors? Where does it fall in the market—at the high end, as a midrange product, or as the low cost alternative?
Analyze the channels of distribution. How does the company move its products to market? How effective are the logistics? Do the channels fit the image of the product you selected? Is the company missing any productive channels? How might the company gain better penetration in existing channels?
Analyze the marketing message. How does the company deliver its message to the marketplace? To what extent does the company integrate print, media, and Internet efforts in its marketing? In what manner does the company use social media to support its marketing efforts?
Evaluate the effectiveness of the company's marketing communications strategy across the marketing mix. (You should focus on the strategy for your product.)
Identify one aspect of the marketing mix that you see as a weakness in terms of the product. Explain why this is a weakness and include specific examples from the company's current marketing activities.