Chip technology is enabling autonomous driving capabilities where sensors will control vehicle operation without human involvement. Deep learning processors will accelerate data collection and analysis to optimize autonomous systems. Honda aimed to grow their brand through expanding into new markets like motorcycles, cars, and engine manufacturing for other companies. However, entering new industries and competing with established rivals like Briggs & Stratton, who dominated the small engine market, would be a major challenge that required innovation and understanding customer needs to succeed.

1. Marketing Case #121

2. Latest Topic of Industry
Chip is smaller to generate data aggregation and
increase optimization with tech innovation. IoT will
take in charge of parts at automotive driving sense and
people will not be part of operation in consequences.
Deep learning processor would accelerate data
accumulation and service accommodation on the root
of destination. Even it had taken some efforts to prove
testimonials, it is actually going further than expected
now.
Honda Story 48th
Honda OEM project was third core business to increase the growth of
their brand. However, it has already existed some rivals and need to
overcome this battles. In order to make difference their position, original
invention was key element and driver for them.

3. Widely use business
Even though, 2 wheel automobile takes advantage position with other
brands, engine development and widely used automobile was few
experiences to complete process. In order to enter new market, Honda
was needed to overcome complexities of customer demands and
business deployment.

4. OEM engine provision
The problematic point of OEM production is invisible of customer face.
In order to satisfy the demand of customer, prepare the various lineups
and respond it quickly. It was tough road to manage the resources to
each issue, and require to yield small number od stocks per brand.

5. Unrealistic Goal
Although in the early stage, their production capacity was annually
200,000 sales, future goal was set to over 1million in the market. It was
projected with three core competences, 2 wheel, 4 wheel automobiles
and OEM business. It represented the attitude toward new
opportunities.

6. Customer Satisfaction
To succeed the OEM models, “Capture the accurate market needs, and
respond it quickly” was key driver to increase their position. Not only to
make research and development on the desk, but will go around to see
the market and grasp current condition in order to refer into the service.

7. Overwhelming rival
In those days, Briggs has top market player and over 8million sales,
and 80% share of worldwide engine production. Thanks to the mass
yield effectiveness, lower per product cost and increase market position.
Even, once executed customer research, it was no prospect to win this
game over.