Report on Sustainable Marketing and Management Strategies at Honda

This report provides a comprehensive analysis of Honda Motor Company's sustainable marketing strategies and management practices. It delves into Honda's approach to green marketing, highlighting their focus on fuel-efficient vehicles and carbon emission reduction targets. The report examines Honda's marketing mix, including pricing, sales networks, and innovative promotional campaigns. Furthermore, it explores the principles of sustainable marketing and management, such as global partnerships, regional specificities, and the role of the Sustainability Strategy Committee. The evaluation of Honda's strategies covers the effectiveness of their communication cycle, corporate governance, and research and development efforts. The report concludes by emphasizing Honda's commitment to sustainable community development and its efforts to maintain a competitive edge in the automotive market. It also highlights how Honda leverages technology and customer focus to achieve long-term sustainability and success.

Running head: SUSTAINABLE MANAGEMENT AND MARKETING
Sustainable Management and Marketing
Name of the student
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Executive Summary
The primary purpose of this report is to discuss about the marketing strategies in relation to
Honda Motor Company. The report also elaborates on the principles of the sustainable
marketing of the company. The report also throws light on the evaluation of the marketing
and the management strategies of the company.

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Table of Contents
Introduction...............................................................................................................................3
Marketing Strategies of Honda Motor Company.......................................................................3
Principles of sustainable marketing and the management practices in Honda........................4
Identification of the sustainable principles in Honda................................................................5
Evaluation of marketing and management strategy of Honda.................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8
Appendix..................................................................................................................................10

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Introduction
Sustainable marketing refers to aspect of the sustainable community development
that helps in the arena of the waste reduction and ensures the longevity of the company in
the market. It helps in the creation of better relationship with the consumers by making the
pricing of the goods along with the services efficient. It helps in lending credibility to a
business and helps in offering protection to a company. Sustainable management refers to
intersection in between the business and the aspect of the sustainability. It ensures the
long-term viability of a company that can help in managing the impact of a firm. Honda is
the name of the largest manufacturer of the automobiles and the motorcycles within the
world. It is the name of a Japanese multinational company that is operative within North
America, Asia along with the Europe (Honda.com.au 2019) This report discusses about the
marketing strategies of Honda Motor Company. The report also states about the principles
of the sustainable marketing along with the management practices in the company. The
report also talks about the efficacy of the marketing and the management practices for the
company.
Marketing Strategies of Honda Motor Company
Honda Motor Company is instrumental in manufacturing the passenger cars, mini
vehicles along with the light trucks that are popular within the market. The various kinds of
passenger car models of Honda are Accord Hybrid, Brio Amaze, Civic Tourer, Fit Shuttle
Hybrid, Honda Mobilio, Jade, Stream, Acura ILX along with the Acura TSX. Honda
manufactures wide range of the motorcycles from that of Beat (FC50) that has 48 cc engine
to that of Gold Wing that has 1832 cc engine (Global.honda 2019). Motorcycles make use of

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internal combustion engine that are developed by the company. Pricing strategy of
marketing mix of Honda is based on various kinds of parameters like the competition,
segment along with the features. The automobiles are instrumental in targeting the
customers from that of low middle income level to that of high income level. The company
has robust sales network that helps in the marketing of the company. The company is
instrumental in selling the automobiles with the help of the network of that of 740 retail
dealer within Japan along with the 1310 dealer within US. Honda is instrumental in selling
the automobiles with the help of the independent dealers within US, Asia along with
Europe. Honda makes use of innovative marketing campaign that can help in changing the
way in which the customers perceive the motorbikes (Epstein 2018). Promotional strategy
of Honda can be said to be aggressive and the company makes use of the TV advertisements
that helps in the marketing of the company. Honda pursues the Enterprise Strategy that
helps in the promotion of the aspect of customer care as it places the needs of the customer
at centre of the strategies. Honda produces product of the high quality with the help of the
safer technology within its marketing strategy (Sukitsch, Engert and Baumgartner 2015).
Principles of sustainable marketing and the management practices in Honda
The principles of sustainable marketing that are abided by Honda pertain to the
aspect of the green marketing. Honda produces vehicles that are highly fuel efficient and
the company has been instrumental in setting the carbon dioxide emission reduction target.
Honda minimizes the waste, water use along with the environmental footprint of the
operations across the world. The company is also instrumental in developing the vehicles
that are gastro-electric powered that helps in the reduction of the carbon dioxide. It plays
an important role in improving the fuel efficiency of the company (Wu, Wee and Lee 2016).

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Honda can be said to be the leader in relation to the clean energy patent that has helped it
in creating a successful reputation in the world. Honda makes use of the principle of the
innovative marketing that helps the company in bringing about the marketing environments
(Marcus 2015). The company develops the new technique that helps in diminishing the
production cost that helps in advancement of products of Honda.
Honda makes use of the sustainable management policies that has helped the
company in creating a mark in the market. The company has initiated Sustainability Strategy
Committee that is chaired by the Vice President of the company. This platform helps in
assessing the policy along with the initiatives that are related to that of the sustainability
activities of the company (Lee and Vachon 2016). This Committee helps in the aspect of
realization of long-term vision of company. It plays an important role in deliberating on the
issues at that of the management level of the company. Honda wants to enhance the aspect
of the corporate governance based on the basic principles of the company. It lays focus on
strengthening trust of the shareholders along with the customers. The management of the
company seeks the sustainable growth by enhancing corporate value of the company (Wu
and Olson 2015).
Identification of the sustainable principles in Honda
Honda is taking recourse to certain measures that are helping the company in
abiding by the principles of sustainability. Honda has established the global partnerships
that help in accelerating developing of the technologies that helps in meeting the mobility
expectations. Honda takes care of the fact that it attends to specificities in relation to the
regions that ensures the sustainability of the company. The company offers the cost-
effective mobility solutions that makes the time within the traffic more productive in

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relation to the individuals in the society (Laszlo and Zhexembayeva 2017). Honda involves
itself in monitoring the performance indicators that is carried out with the help of the senior
management of the company. It helps the company in acting in a preventive manner that
can help in saving the reputation of the brand. The company works in the arena of the
research along with the development that makes the products of the companies safer.
Honda ensures the safety of the customers with the help of its Combined Brake System
(CBS) that helps in distributing the braking in between front and that of the rear wheels that
helps in ensuring safety for the riders of the cars of the company.
Evaluation of marketing and management strategy of Honda
Honda has implemented the communication cycle that has helped the company in
engaging in dialogue with the diverse stakeholders of the company. The marketing strategy
of Honda can be said to be successful owing to the fact that it has implemented the process
of the green marketing that is a growing concern within the world. The automobiles of
Honda can be said to be fuel efficient that has made the process of marketing of the
company successful. The clean energy patent of the company has helped the company in
creating a prominent position within the market. The management strategy of Honda
Motors company can be said to be highly successful as they implement the initiatives within
the company that can help the company in surviving in the long run (Epstein 2018). The
corporate governance of the company lays emphasis on winning the confidence of the
shareholders that suggests the fact that the management of the company is successful in its
approach. The management of the company carries out the dialogue with the industry
organizations that helps it in relation to sustainability (Ha 2018). The company delegate the
authority to that of the regional operations that help in enhancing the aspect of the local

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autonomy (Liu et al. 2015). It facilitates the process of speedy decision making that proves
to be fruitful for the factor of sustainability of the company. The Research and Development
sector of the company carries out the process of the product development that proves to be
useful for the sustainability of the company (Cuaresma et al. 2015). The company has
developed the aspect of the robotics technology that can help the company in its survival
within that of the competitive environment.
Conclusion
Sustainable marketing helps in the process of the community development that
helps in reducing the waste and helps in the survival of the company within the framework
of the competitive environment. The company manufactures passenger cars and light trucks
that have become popular within the market. It sells automobiles by taking recourse to
independent dealers in the region of US, Asia and that of Europe. The company devises
marketing campaigns that are innovative which has helped in changing the perception of
the customers towards motorbikes. The vehicles of the company can be said to be fuel-
efficient that has ensured the reduction of emission of carbon dioxide. The company makes
use of principle of sustainable marketing that has helped in growth of the company. The
company establishes global partnerships that have helped it in meeting mobility
expectations. The company attends to specificities pertaining to the regions that has helped
the company in being sustainable. The company has Research & Development sector that
has helped in the development of products of company.

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References
Cuaresma, C., Lagrimas, A.P., Perez, A. and Atento, R.G.O., 2015. Strategy Innovation For
Honda High–End Car. Laguna Business and Accountancy Jounal, 1(2), pp.185-200. Available
at :http://lpulaguna.edu.ph/wp-content/uploads/2016/08/Strategy-Innovation-For-
Hondahigh-End-Cars.pdf
Epstein, M.J., 2018. Making sustainability work: Best practices in managing and measuring
corporate social, environmental and economic impacts. Routledge. Available at:
https://www.taylorfrancis.com/books/9781351280129
Global.honda (2019). Honda Global | sustainability. [online] Global.honda. Available at:
https://global.honda/about/sustainability.html [Accessed 10 May 2019].
Ha, T.V., 2018. AFTER SALES SERVICE IN MARKETING CHANNEL: CASE STUDY HONDA
VIETNAM COMPANY. ON SOCIO-ECONOMIC AND ENVIRONMENTAL ISSUES IN
DEVELOPMENT, p.905. Available at :
https://www.researchgate.net/profile/Faiza_Nahar/publication/326972964_Effects_of_Re
mittances_on_Economic_Growth_in_Indonesia/links/5b6ebbc845851546c9fb4728/Effects-
of-Remittances-on-Economic-Growth-in-Indonesia.pdf#page=932
Honda.com.au (2019). Home | Honda Australia. [online] Honda Australia. Available at:
https://www.honda.com.au/ [Accessed 10 May 2019].
Laszlo, C. and Zhexembayeva, N., 2017. Embedded sustainability. In Embedded
Sustainability (pp. 116-140). Routledge. Available at:
https://www.taylorfrancis.com/books/9781351278324/chapters/10.4324/9781351278324-
17

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Lee, K.H. and Vachon, S., 2016. Carbon Management in the Supply Network: Measurement
and Reporting. In Business Value and Sustainability (pp. 135-170). Palgrave Macmillan,
London. Available at: https://link.springer.com/chapter/10.1057/978-1-137-43576-7_5
Liu, J., Mooney, H., Hull, V., Davis, S.J., Gaskell, J., Hertel, T., Lubchenco, J., Seto, K.C., Gleick,
P., Kremen, C. and Li, S., 2015. Systems integration for global
sustainability. Science, 347(6225), p.1258832. Available at :
https://science.sciencemag.org/content/347/6225/1258832
Marcus, A., 2015. The Driving Machine: Using Information Design and Persuasion Design to
Change Driving Behavior and to Increase Safety and Sustainability. In Mobile Persuasion
Design (pp. 429-470). Springer, London. Available at :
https://link.springer.com/chapter/10.1007/978-1-4471-4324-6_8
Sukitsch, M., Engert, S. and Baumgartner, R., 2015. The implementation of corporate
sustainability in the European automotive industry: An analysis of sustainability
reports. Sustainability, 7(9), pp.11504-11531. Available at : https://www.mdpi.com/2071-
1050/7/9/11504
Wu, D.D. and Olson, D.L., 2015. Sustainability and Risk in Globalization. In Enterprise Risk
Management in Finance (pp. 163-174). Palgrave Macmillan, London. Available at :
https://link.springer.com/chapter/10.1057/9781137466297_16
Wu, S., Wee, H.M. and Lee, S.B., 2016. Technical innovation vs. sustainability–A case study
from the Taiwanese automobile industry. Transportation Research Part D: Transport and
Environment, 48, pp.20-30. Available at :
https://www.sciencedirect.com/science/article/pii/S1361920916304011

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Appendix
Figure: Profit Margin of Honda
Source: Honda.com.au 2019