Sustainable Management and Marketing

This article discusses the key strategies and principles of sustainable management and marketing in the case of Honda Company. It explores how Honda has used innovative marketing and a consumer-oriented approach to achieve success. The article also analyzes the concept of sustainability for Honda and its impact on the company's performance.

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Sustainable Management and Marketing
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Sustainable Management and Marketing
Introduction
Honda is the leading Japanese motorcycle manufacturer and the main producer of
motorcycles in the world. The company has its headquarters in Tokyo. It was formed by Honda
Soichiro in 1946. It started as a small industry based on manufacturing internal combustions
engines. In 1948, I started producing motorcycles. In 1959, it was ranked the largest motorcycle
selling company in the globe. It later established a Honda motor company in 1959 in the US.
Despite being the leader in the production of motorcycles, the company’s yearly sales come
from the sale of automobiles. The company has embarked in producing potential racing
machines which have made to participate in motorcycle races throughout the globe. Just like
any other company, Honda has invested in suitability program to ensure that the company
performs well and satisfies the needs of employees and customers.
Key strategies of the Honda Company
Operational strategy is one of the key strategies employed by Honda. There are several
organizational strategies that Honda has put in place under its operational strategy. The first
key strategy under the operational strategy is the enterprise strategy (Morgan, Katsikeas and
Vorhies, 2012, pp.271). The company has developed a philosophy of customer care by placing
the customer at the front of all its strategies. The mission of the company is to maintain a
worldwide viewpoint by dedicating to supplying products that are of high quality at a fair price
for worldwide satisfaction of their consumers (Shamma and Hassan, 2013, pp.377). This means
that the company is focused on serving its customers in an effective manner. The company

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developed high-quality products using safer technology in its marketing strategy. The company
has utilized its cooperate strategy to ensure that the organization functions in an effective
manner. Every company is focused on seeing its business at a better place than it was
yesterday. Honda Company has aimed at gaining a competitive advantage and gaining higher
profits. The company launched a successful new segment for new products and other financial
business (Huang, et al., 2015, pp.636). This has assisted the company to expand its business and
attract more customers because of its innovative nature. Moreover, it has incorporated the
idea of expanding its line of product in its marketing strategy.
Marketing strategy
Due to the high competition that is experienced in the market, the company has tried to
remain creative throughout to maintain its place in the market. The company has used dream
makers as their campaign master. Dream combined the art of filming and creating cars to
produce dream cars for its customers. The film that the company has used is script, skeletons,
grading annotations, and storyboard (Kim, et al, 2012, pp.1612). This makes the company stand
out. The company has ensured that it captures every little detail for both the filmmakers and
Honda when it comes to producing their final products. Another marketing strategy that Honda
uses is the clearance strategy. This strategy is used by the company a way of spreading cheer on
social media. The use of dunny entertaining memes, funny GIFs, and attention-grabbing videos
which have attracted the attention of many customers to try the Honda products (Eggers,
Hansen and Davis, 2012, pp.2013). The company gave free tickets and cups of coffee on the

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Twitter platform to random people and they reply first to their customer. This has assisted the
company to build a good customer relationship through timely response and dreary posts.
Key principles of sustainable marketing and management practice.
The first principle is the consumer-oriented marketing. Consumer-oriented sustainable
marketing principle states that the company should organize and view its marketing activities
from the consumer’s point of view. The company should strive to serve, sense, and satisfy the
wants of a defined group of consumers (Shamma and Hassan, 2013, pp.395). This means that
the company should focus on its customers since they are the main source of profitability. The
second principle is the societal marketing. According to this principle, organizations should
make their marketing decisions based on consumer’s wants. The company should put in place
both long term and short term interests of consumers (Gabrielsson, Gabrielsson and Seppälä,
2012, pp.25). This can be done by evaluating the key features of products and the consumer’s
tastes and preferences. Evaluating the consumer’s tastes and preferences will assist the
company to design products to suit the consumer’s needs. The societal marketing suitable
principle assist the organization to remain relevant to the consumer’s needs (Lii, at al., 2013,
pp.15). Another key principle is innovative marketing. According to this principle, companies
should seek real products and ways to improve their marketing strategy. Sense-of-mission is
another important sustainable marketing principle (Vanpoucke, Vereecke and Wetzels, 2014,
pp.446). This principle states that an organization should define its mission in broad social
terms rather than narrow product terms. The mission should be aimed at satisfying the
consumer’s needs.

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Concept of sustainability for Honda Company
The Honda Company has been using its business strategy as its way of innovative
marketing. The company has applied R & D in its business strategy. There are many influences
in the external environment which have affected the company but it has tried to remain
innovative in the market so that it can satisfy the unending needs of its customers (Saunders,
Barrington and Sridharan, 2015, pp.160). Some of the external factors that have affected the
company include the high price of oil, U.S.D depreciation, and political recession. The research
and development program is important to the company since it forecasts the future benefits of
the company to the people by leading-edge technology in the development of automobiles that
are economical to the users. The company has applied the principle of social marketing in
operational activities. Social marketing has assisted Honda Company to understand the global
business and incorporate tactical decisions in its marketing plan the company has identified the
cultural forces and social factors that may build a strong relationship with the outside
community (Matt, Hess and Benlian, 2015, pp.340). The company has been involved in several
community development practices and applied the best marketing techniques that are ethically
accepted. The consumer-oriented marketing principle has been of great importance to the
company. The modern consumers’ expectations include speed, technology, and transparency
(Chebeň, et al., 2015, pp.855). Many industries have focused on these factors to ensure that
they serve their customers well. However, Honda has embarked on improving the shopping
experience of its customers, through the technological evolvement of its purchasing process.
The company has modernized the purchasing of cars through a comprehensive retail initiative
which was branded ‘shopper assurance’. Moreover, the company has devised a website where

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the customers can freely post their question and get timely feedback (Barney, 2012, pp.6). This
has reduced the communication barrier between the company and the customers hence
building a strong relationship. Nonetheless, the mission marketing principle has been used by
Honda Company as a consumer marketing initiative to make the consumer understand that
they are valued stakeholder of the company.
Analysis of the sustainability concept of Honda
Among the sustainability principles of marketing and management, most of those
applied by Honda has placed the company in a better place. The principle of consumer-oriented
marketing has successfully worked for the company. It has made the company to realize growth
in its market share and higher sales (Minton, et al., 2012, pp.69). On the other hand, this
principle has made the company to build a strong relationship with its customers which has
instilled confidence and trust in them. This has attracted more customers hence building the
image of the company (Burchell, Rettie and Patel, 2013, pp.9). The social marketing principle
has assisted the company to build a strong relationship with the outside environment. In turn,
the company has received exclusive support (Parisi, 2013, pp.79). The relationship has assisted
the company to understand the cultural forces and the needs of different people hence
devising its products to suit the needs of each society. More, so, the sense of mission has been
of the greatest factor for the success of the company. The company has been driven by its
mission which mainly focusses on customer satisfaction. Missions acts as the guide for the
management and employees to ensure that they offer their best to the consumers. Through

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this principle, the Honda Company has managed to retain and attract more customers through
the company’s mission.
Conclusion
Sustainability one of the aspects that every business has invested in. Honda has invested
in different sustainability programs to ensure that they operate effectively. The sustainable
principle has been a big aid in directing organizations on how to handle the marketing
sustainability of the business. Some of the principles of marketing and sustainability include
consumer-oriented, innovative marketing, sense of missions, and societal marketing. This is
among the key principles that have assisted companies to carry out their operational strategy,
marketing strategy, and developmental strategy. Honda Company is among the companies that
have effectively used sustainable marketing principles to achieve high profits. The company has
focused on its customers through tailoring products to meet their needs. Moreover, the
company has focused on speed, transparency, and trust to attract more customers. This
strategy has assisted Honda Company to remain relevant in the market.

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