TOOLS OF STRATEGY (HONDA)

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TOOLS OF STRATEGY Mohd Farid RAZALI Anas EL GSSIER Amine LAMAIME Hasna RAHMOUNI Learning from Honda : Prescription & Emergence in Strategy

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2 3 4 1 Description and comparison of case details/ Learning extracted from both cases Synthesis of recommendations for developing strategy and management Describes and defines basic strategy concept and tools OUTLINE Introducing a new product on the market

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Basic strategy concepts and tools STRATEGY Classical perspective such as Chandler : « The detemination of the basic long- term goals and objectives of action and the allocation of resource necessary for carrying out the goals » Opposed to Mintzberg’s perspective : « …a pattern, that is , consistency in behaviour over time. »

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the mission statement of Honda is try to maintain a global point of view , with the dedication to supply the new highest quality products at a reasonable price for the USA's customers satisfaction, moreover, taking new challenges with the pursuit of Initiative , Technology and Quality . Basic strategy concepts and tools

The target of honda to USA:

The target of honda to USA Home saturated High capacity Low cost Lots of demand Poor existing service Personnel trust of boss No competitions for small bikes

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Decision of Honda about bikes S ell big bikes B oss vision No competitions for small bikes

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Establishment of beachhead /base of operations in USA Sleep on floor Big community Formed subsidiary west coast

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Development of the US market Hostile reaction ‘BANG’ Market region by region No one want to sell

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Way of development of the nicest people S tudent project C hance at agency B oss didn’t like it Purposely targeting young families

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Keys No competition M aintain the momentum E xploit economy scale Discuss innovative Products Racing down Take risk Light , fast , flexible, be lucky Trust enpower subordinates Don’t give up Try more than one thing

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Strategy should :

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PORTER STRATEGY

Strategies analysis:

Strategies analysis Learnt through studies Managing People Managing Communications Appraising Options Structuring the Thinking Always learnt through life Seek Opportunity Fast Adaptability Trust The Team Good Relationships

What can an engineering film introducing an entirely new product learn ?:

What can an engineering film introducing an entirely new product learn ?

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Marketing strategies : Market research Efficient p rice of the product Advertising ` Nicest people ` Target the customer Reach retailers Maintain product quality

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Pricing strategy ( elevated cost ) Insufficient product testing by consumers Insufficient communication with consumers Product poorly highlighted Difficulties :

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Priority geographic area Priority customers Communication (Advertising) The distribution starting The launch budget The commercial launch preparation:

References:

References http://faculty.msb.edu/homak/homahelpsite/webhelp/Generic_Strategies_-_Porter.htm http://www.good-company.info/how-to-choose-a-business-strategy.php

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