The document analyzes Honda's operations and marketing strategies in the European automobile market. It finds that Honda failed to understand important cultural differences across European countries and treated Europe as a single market. It also had a weak brand image, a standardized marketing approach, and a narrow product line. The recommendations include customizing marketing strategies and the mix for each country, expanding the product range, and allocating more resources to change negative brand perceptions.

7. On the other hand - Excess supply (due to foreign imports) has led to spending heavily on marketing and new product design. - Oil crisis & economic situation of some European countries have made a new increasing market for small and fuel-efficient cars. Environmental Analysis- Economic

16. Marketing Strategy Products Automobiles, trucks, motorcycles, scooters, ATVs, electrical generators, robotics, marine equipment, jets and jet engines, and lawn and garden equipment.

17. European Market Four large European markets : 1. UK ( 20 models) 2. Germany (16 models) 3. Italy (11 models) 4. France (9 models)

18. Global Supply Network of Autos

22. Organizational Analysis

23. Organizational Analysis

24. Organizational Analysis

26. Brand Image in Europe Honda Daewoo Hyundai Toyota Audi Volvo Peugeot BMW DMC Fiat GM, Ford VW Renault Low High High Brand Image Breadth of product

28. Low context High context Contextual Background of Various Countries Japanese Arabian Latin American Spanish Italian English (UK) French English (US) Scandinavian German Swiss EXPLICIT IMPLICIT