Honda faced challenges entering developing countries' motorcycle markets in the 1970s. Customers in these new markets used motorcycles differently, often overloading them and not performing regular maintenance. To succeed, Honda researched local customer behavior and developed a maintenance-free engine tailored to these markets. The new engine was durable, fuel efficient, and had a sporty yet practical design. It met development requirements while being localized for usability in these countries. Through a maintenance-free, durable engine and localized design, Honda was able to effectively enter new motorcycle markets in developing countries in the 1970s.

1. Marketing Case #127

2. Latest Topic of Industry
The style of business models and operation has been
shifting to digital-driven fundamental. Not only for
traditional industrial players at automobile market, but
leading digital countries as China, it take initial
advantage principal top management directs entire
participants. Even, Japan was used to be one of the
manufacturing property, some scandal describes the
hardships of market renewals.
Honda Story 54th
New challenge toward developing countries was not easy for comer to
localize entire system. It was tough times for Honda developer and
marketing side to squeeze actual customer behavior and trend, riding on
bikes and make use of normal style.

3. New frontier
From 1970s, Eastern Asian countries would have experienced with
some bike demands, and it was also business opportunities for 2 wheel
markets. The main target was multiple passengers on one bike and
putting some burdens as well. However, new frontier inherits different
culture and insufficient maintenance infrastructure.

4. Market gaps
In order to discover the solution, Honda made some researches with
local market. It was no manner to drive bikes in these areas, some
people were putting food and pulling rear cars. Furthermore, it was no
habits to take maintenance and inspection, will never bring bikes until
breakdown to shops.

5. Engine Roadmap
Maintenance-free engine is key components to make success at new
market. He made nimble action to describe new engine roadmaps and
acquire practice and endurable. It was his accurate imagination to put
inside draft, and describes leading communication with staffs.

6. Local Usability
Put the condition of development requirement: 1, 4 cycle OHV
endurable and fuel consumption: 2, vertical cylinder and 110cc. 125cc
emission: 3, sporty and dreamy design: 4, practical and easy-
maintenance function. This type of engine is consist of new design and
localized interface.

7. Localized effectiveness
Honda took into consideration with new usability, maintenance-free,
endurable, productivity, and draft models. And developed the shape of
pipe and new rule of factory foundation. It means of small start and
make it bigger. It is affordable with minimum range of capacity and
enlarge yield through tech-drive deployment.