Honda CRV: Analysis of Marketing Channels, Communication & Finance

This report provides an analysis of Honda CRV's marketing channel and communication strategy. It focuses on utilizing the AIDA model to deliver the unique value proposition to consumers, emphasizing attention-grabbing design changes and aggressive advertising. The report also examines the distribution strategy, highlighting the importance of Just-in-Time inventory management and strong supplier relationships. Furthermore, the financial planning aspects are discussed, including the costs associated with implementing the AIDA model and communicating the car's unique value. The report concludes that Honda's current strategies are effective and do not require significant changes.

Running head: MARKETING CHANNEL
Marketing Channel
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Author Note

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SECTION 8: MARKETING COMMUNICATION STRATEGY
Honda is one of the most important part of the automotive community of United
States. Marketing Communication is the part that is associated with delivering the message to
the consumers about the unique value proposition of Honda CRV. The most appropriate
model to deliver value proposition to the consumers is AIDA (Hassan, Nadzim & Shiratuddin
2015). This model can be used to deliver unique value proposition to the consumer. Attention
of the consumer is very important for Honda and they are trying to gain the attention for
Honda CRV. Change in the design language has been one of most important part and
attention seeking aggressive advertisements has been a key element in seeking the
consumers’ attention. Interest generation is the second element that has been the key element
for Honda. The activities that is associated with generating interest of the consumers includes
making the consumers aware of the best of the features of Honda CRV and providing them
the opportunity to experience the car. Desire for the product in the mind of the consumer is
an important part for the consumers (Hackley & Hackley, 2017). Honda has implement
strategies to instigate the desire for CRV by projecting the car to be the best among the
SUVs. The Japanese company has strategized earlier projecting car to be SUV of the year and
maintaining the goodwill of the organization (motortrend.com, 2019). The last step for AIDA
is initiating the action plan for. Honda have instigated the action plan by utilizing their
advertisement which includes motivating the consumers by saying, “Find Your Movement”.
The communication strategy is implementing both push and pull strategy to incorporate the
effectiveness of message delivery.
SECTION 7: DISTRIBUTION STRATEGY
Distribution strategy is one of the most important part of the organization.
Automobile industry is inclusive of the operations that is associated in manufacturing the cars

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to selling them. Marketing channels plays a big importance in delivering the product to the
consumers (Skarmeas, Zeriti, & Baltas, 2016). The channel is inclusive of the partners such
HMSI, Distributor, Retailor and customer. The organization is involved in delivering value to
the customer. The most important part that Honda has incorporate in the fulfillment process
is that it is inclusive of the two most important factors, which are Just-in-Time and
Relationship management with the suppliers that are associated with the Honda motor
company. This process has enabled them in incurring low storage costs. One of the most
important aspect for the organization includes the strong delivery network in United States
which is involved in delivering the customers a value to the customer as customer
relationship management is one of the most important part of marketing channels (Kumar &
Reinartz, 2018). The current strategy to accommodate the feature Just-in-time is one of the
most widely used technique in the marketing channels for automotive industry. The
organization is involved in making the process incur less cost. This strategy helps the
organization in delivering the values much faster. The channel has been one of the strong
point for Honda and the strong network of retailer is one of the key highlights for the
organization. Revision of the channel partners in not a wise move as it is currently having one
of the strongest retail channel partners in United States.
SECTION 10: FINANCIAL PLAN
Financial planning is an important part for the organization and it is one of the
important part for the creating a marketing plan (McDonald & Wilson, 2016). This is one of
the key elements that is associated with implementing the strategies related to marketing and
communicating to the organization. Honda being one of the big Japanese automobile
company operating in United States. Capital requirement for implementing the operational
plans are high and involving risks associated with the organization. Honda being one of the
most influential organization in the USA needs to advice the plans according to the strategies

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that has been taken into the count. The objective of implementing the AIDA is one of the
most costly expenses that Honda needs to incur. The operational strategies that is concerning
the approaches to the customer have to incur costs related to conveying the unique
proposition to the customer. The tasks associated with communicating the organization is to
deliver the message needs to assess the market trend which will incur cost. The activity of
assessing market has to be done before communicating the advantages and values to the
consumers. Then there has to be the campaign needs to be assessed which will require funds.
The post campaigning assessment of the organization is inclusive engaging the customer to
deliver the value proposition to the customer. This will require additional operational capital.
The company does not need to change their strategies this will not require any additional
funding. This is one of the most important part as finance is the support for the organization.

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Reference
Hackley, C., & Hackley, R. A. (2017). Advertising and promotion. Sage.
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for
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Kumar, V., & Reinartz, W. (2018). Impact of CRM on marketing channels. In Customer
Relationship Management(pp. 237-264). Springer, Berlin, Heidelberg.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
motortrend.com. (2019). Honda CR-V is the 2018 Motor Trend SUV of the Year -
MotorTrend. Retrieved from https://www.motortrend.com/news/honda-cr-v-2018-
suv-of-the-year/
Skarmeas, D., Zeriti, A., & Baltas, G. (2016). Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing, 24(1), 22-40.