“The Indian market continues to grow. Our plan is to increase sales, centering on such highly regarded models as the Jazz and Fit,” 
states Takeo Fukui, global CEO, Honda. While entering the Indian market in 1997 with the Honda City, Honda was well aware of the fact that ‘Honda’, in India was considered a prestigious brand, and the premium segment seemed to fit in perfectly with Honda’s ‘testing waters’ strategy as Honda did not want to enter the volume-driven compact segment. In 2001, the company launched the then relatively unsuccessful Accord. But with appropriate market feedback, the subsequent launch of the updated version changed all that; and Accord became the segment leader. Even in 2003, despite various analysts shouting hoarse against it, Honda decided to redesign the Honda City (its original offering) and succeeded. The Accord experience helped in the smooth sailing for its SUV offering, the Honda CR-V, which instantly obliterated competition like Chevrolet Forester and Suzuki Grand Vitara XL7; India has surely been a pleasant feeding ground. But
will it really remain that way?
For complete IIPM article click here
Source:- IIPM Editorial, 2006, Editor:- Prof. Arindam Chaudhuri
states Takeo Fukui, global CEO, Honda. While entering the Indian market in 1997 with the Honda City, Honda was well aware of the fact that ‘Honda’, in India was considered a prestigious brand, and the premium segment seemed to fit in perfectly with Honda’s ‘testing waters’ strategy as Honda did not want to enter the volume-driven compact segment. In 2001, the company launched the then relatively unsuccessful Accord. But with appropriate market feedback, the subsequent launch of the updated version changed all that; and Accord became the segment leader. Even in 2003, despite various analysts shouting hoarse against it, Honda decided to redesign the Honda City (its original offering) and succeeded. The Accord experience helped in the smooth sailing for its SUV offering, the Honda CR-V, which instantly obliterated competition like Chevrolet Forester and Suzuki Grand Vitara XL7; India has surely been a pleasant feeding ground. Butwill it really remain that way?
For complete IIPM article click here
Source:- IIPM Editorial, 2006, Editor:- Prof. Arindam Chaudhuri
