3. Post WW-II Japan, host culture
• Poor and resource-starved economy
• Honda sees a vision, a 2-wheeler for the masses
If you can design a small motorcycle, say 50 cc with a cover to
hide the engine and hoses and wires inside, I can sell it. I bet you that
every soba noodles shop will want one for deliveries.
4. The case, Honda expanding
overseas to US
US Motorbike market
• Small market(1k dealers) dominated by Harley
Davidson, and imports like Triumph
• The American culture viewed riders as nefarious
outsiders lad in leather jackets and riding in packs to
terrorize small towns and cause trouble at funfairs
• Furthermore, Japanese products with funny names
were looked upon suspiciously by American
consumers.
5. Honda’s Plan
• Initial target to grab 10% of the import’s with its
250cc, 305 cc long distance bikes
• But that had modest sales. The staff of Honda
America, rode around in the Super Cub performing
errands/marketing/banners
• This attracted buyers who just wanted inexpensive,
convenient, individual transportation for short trips
around town. Young bikers who did not relate to the
Harley Persona.
• Super Cub was a smash hit. Honda went from no
presence to 63% of the entire market .
6. Cultural Adaption
• A necessity product in Japan, was actually a successful
business model for the US culture
• The marketing slogan reinforced the notion of
wholesomeness, in contrast to the scary outsider image of
Harley Davidson.
8. Best Practices
• Honda was highly successful in its domestic
market, volume related cost reductions
followed and it used this as a springboard for
penetration into world markets
• They learnt firsthand, managers & staff used
the Honda Super Cub themselves
• Produce development was handled by those
who possessed deep insight and real empathy
for their customers
• Strong focus on new technology. Super Cub
was completely built from ground up
9. ..contd
• Continuous learning and feedback. After the
low sales of their larger machines 250 cc,
Honda didn’t stop, they stuck with their vision
and learnt from the market reaction’s
• Marketing, advertisement. Honda partnered
with some of the best agencies and their ad
campaign’s are some of the best
