Honda Marketing: Key Roles, Responsibilities & Organizational Context

This presentation provides an overview of marketing essentials within the context of Honda, a multinational manufacturer of automobiles, motorcycles, and power equipment. It highlights the key roles and responsibilities of the marketing function, including customer satisfaction, market research, setting marketing strategy, building brand equity, and identifying target markets. The presentation also explores how the marketing department interrelates with other functional departments such as human resources, finance, and information technology to ensure consistency and effective operation of business functions. The conclusion emphasizes the importance of marketing activities for business effectiveness and product positioning, stressing the need to understand customer needs and formulate appropriate strategies. The presentation references academic sources to support its analysis of Honda's marketing practices.

MARKETING
ESSENTIALS

TABLE OF CONTENT
 Introduction
 Company overview
 Key roles and responsibilities of the marketing
function
 Roles and responsibilities of marketing relate to the
wider organisational context
 Conclusion
 References

INTRODUCTION
Marketing is the major tool of business which includes
understanding needs of customers and making efficient
relationship with them so as to formulate strategy that is
helpful for fulfilling needs of customers and to earn
profits for the business

COMPANY OVERVIEW
 Honda is a Japanese public
multinational manufacturer
of automobiles,
motorcycles and power
equipment. Honda is one
of the largest manufacture
of motorcycles form the
year 1959 and the largest
manufacturer of internal
combustion engine as they
are manufacturing more
than 14 million engines per
year

KEY ROLES AND RESPONSIBILITIES OF
THE MARKETING FUNCTION.
 Marketing department of
every business is having
numerous roles which are
related with marketing and
promotional decisions.

CONTINUE…
 Customer satisfaction: This is the major function of
marketing is to ensure satisfaction of their customer
within their offerings. In the context of Honda, their
marketing department is responsible to attain customer
satisfaction and for this they continuously take
feedbacks from their customer so as to introduce any
alteration in the business which is directly related to
customers.

CONTINUE…
 Market research: This is also an essential role of
marketing department so as to understand and
recognise market needs and market trends which may
help the business in making alteration and expand their
customer base. With the view of Honda, the company
conducts market research on a timely basis in order to
get to know about emerging needs and market trends
so as satisfy them by modifying their offerings.

CONTINUE…
 Setting marketing strategy: This role is executed by
marketing department of a business in which strategies
are developed as by examining market with the help of
market research. In the background of Honda the
company is having efficient marketing department
which helps the business in understanding needs of
customer and accordingly they formulate strategies so
as to stay in the competition and to acquire competitive
edge within marketplace.

CONTINUE…
 Brand equity: Marketing department
of every organisation is responsible to
building and developing brand image
and brand equity of the company in
market. This can be increased by
persuading customer interest and
examining buying behaviour of customers
with the help of applying numerous

CONTINUE…
 Identification of target market: The marketing
department is the key department who makes movement
and steps so as to recognise the most suitable market
where the company’s offerings will have highest
customer capture and highest profit. In order to
examining this marketing department perform various
research and they try to communicate with their
potential customer and tell them about their new launch

ROLES AND RESPONSIBILITIES OF
MARKETING RELATE TO THE WIDER
ORGANISATIONAL CONTEXT
 Marketing department of Honda is
interrelated with other functional
department in the business organisation
so as to bring consistency in the
business and to effectively operate the
business functions.

CONTINUE…
 Marketing and human resource department: The
department of human resource in Honda is responsible to
recruit eligible and motivated candidates who are having
adequate skills and capabilities so as to deal with complex
business situations.
 Marketing and finance department: Finance department of
Honda is working so as to stimulate adequate funds in the
business in order to run the business smoothly. So for this
finance department provide funds to marketing department to
conduct their marketing activities.