Honda marketing case study2

Latest Topic of Industry
In order to renovate the industry, market transition
would play significant role to lead direction toward
advanced circumstances. In the process, migrate the
technology driven business models, key element to
bridge suitable property with traditional asset. It was
challenging for all players in automobile industry, when
it comes to discuss augmented functionality, and
integrate onto existing infrastructure.
Honda Story 41th
Honda was first runner to develop car navigation system. It was exclusive
effort to invent entire process from scratch and referred Military property
to integrate with car accessories. In order to detech accurate information,
it is required to collect real time mapping data and reflect it quickly.

Gas Rate Gyroscope
Survey from the feature of tank, that stabilize barrel toward target, even
though, running on unevenness route. Gyroscope regulates positions
and control it accurately. Kume decomposed it to scrutinize function
and came up to consider, applying to electric strategy.

Navigation system
Gyroscope outlooks brought new idea to Honda development teams. It
detects the current spot and measure distances between corner and
cars, thus automatically judge interval each scopes. It was remarkable
landscape for automobile industry, because, no other brands have still
not invented this functionality.

Tread a thorny path
Although entire landscape has been build up, several barriers was
standing against them. To improve probability of Gyroscope, it was
necessary to revamp details forward the functionality. In order to
prevent dispersion of working engine, keep temperature at stable level
regardless of external surrounding.

External factor
Even the Gyroscope has completed and integrated with function to
monitor trace and detect the current spot, the maps showed wrong
direction and it influenced bad phenomenon on trials. It ignored details
with some roads and spaces, even it was duplicate and crossing.

Birth of car navigation system
It was experiment to pass through distances between Suzuka to Tokyo.
Pointed out the destination and system navigates them with closing
option for specific spot. Nevertheless, repeated rotation again and
again, it finally reached out there, and it accomplished to come out first
automatic car navigation system.

Toyota was top-runner to lead Japanese automobile
industry and culminate values from supporters. Honda
and Nissan was second, third player, segmented
different positions from other global brands for
controling business presence. From next decade, the
tuning with software technology, and data
management property onto physical platforms, it
enables to flock and take some intervals independently.
Honda Story 41th
Honda was pondering to become top runner of digital navigation system.
Even, it selected wrong way at first, the members had never abandoned
future roadmaps, in order to make high possibilities to detect data
between car and current positioning. In other words, their mentality
supports accomplishment forward.

Digitalization
5 months later, the release of Gyro-Cator, 3 different projects had
commenced to development altogether. Analogue maps, Automatic
navigation system, Optical fiber Gyro. It was footprint to go over other
players on this game, and took superior position. Digital maps played
leader of this landscape.
Analogue
Map
Optical
Fiber
Gyro
Automatic
Navigation
System

Map Matching
The critical difference Analogue from digital was function of map
matching. In other words, digitalization enables to comprehend current
location with higher probabilities by measuring the traces and shape of
roads. Finally, Honda monopolized patents of this technology as
industrial top runner.
Digital
Data

Problematic data storage
Data storing was harshness to complete detection between digital
figures and practical operation. It was time to standardize CD, rather
Floppy disk, and prepare plenty of them enough to cover exponential
data. Their mission was the invention of non-misleading directing
device with high numbers of possibilities.

Analogue to Digital
In 1983, it was behind roadmap to achieve analogue development,
because it substitute micro-film with LD. It was critical difficulties to
switch maps automatically. Amid the termination of analogue
development, digital maps surging in US, and ETAK has released new
devices with specific areas.
HONDA
ETAK

Complete long-running
In 1987, restarted development of digital navigation system, in order to
integrate higher possibilities and map matching, projected with nothing
but main streets. It was the reason to complete with short term
achievement, and embedded on new models in 1990 released second
legend at last.
CRT
Speed Censor
CD ROM drive
Man Machine
Interface Unit

Auto tech is positive investment and corporate support
with financial assistance of startup growth. Artificial
Intelligent and Internet of things control the power of
creating new industry and blockchain is also new
scheme at heavy industry. It is time to change
business models, centralize business resources, for
opening and diversified property to realize market
practice in accordance with tech advancement quickly.
Honda Story 42th
To consider invention of new technology, it is inevitable discussion to
ponder potential accident and the methodology to prevent it happening
again. NASA ideologically approach is unexpected surprised with Honda
team, convinced them to forward process and arming new instruments.

Airbag system
Honda launched original project to produce airbag system. In American
councils, it had been hot topics since passive restraint system enacted
as duty instrument. Honda adopted parallel heterogeneous free
competitiveness principles and in consequences, went with total gas
formulation.

Missed public opportunity
In early stage, it was not fitted with mass production, because of putting
on 400 atmospheric pressures bomb, thicker and firm tubes, non-
credible opening valves. Even, it adopted inflator style of development,
burning gunpowder and generate gases, in consequences pulled down
marketing, since it is lack of social perceptions.
Inflator
Steering
Airbag

Learning from NASA
Airbag has unmeasurable testing system, because once it activates
with impulse, it never return to look into details, called “one-shot device”.
This team directed to NASA to learn methodology and identity from
their experiences at space technology of MDAC company.

Fault Tree Analysis
FTA is methodology to exclude interference with pondering potential
issue and set clearly goals. It increases probabilities to achieve original
paths and make it obvious to induce bad factors. Logically identify the
matters and solve it step by step to reach concrete process to go over.
A
B
F
G

Social Responsibility
In terms of the macro sight, FTA stands as social representative to save
life and social responsibilities. In order to consider with the accidents, it
needs to discompose issue incidents and prepare solution to each
matters. Regardless of any impacts, it is indispensable to invent new
method to make it comfortable.

Sharing economy brought brand new style in
automobile industries, and it was directly impact to
traditional players. We have been updating car
economy, improve manufacturing process and advance
technologies. In accordance with market volume added,
various players drove features to take initiation of
prosperous fundamental. In next decades, we envision
some possibilities to appear tech-driven renovation.
Honda Story 43th
Honda took amount of effort to reduce accident numbers. It was long-
running process and need to keep striving persistently. Owing to their
completion, empirical data was accumulated and make it use of
effectively and found it promptly. Robust security system will detect
practical data and it made their position stronger.

Pursue the 100% credibility
It is required to achieve and ensure 99.9999％ credibilities with one-
millionth accident and breakdown numbers. 99.999％ was insufficient to
cover brand safety and need in consider with total sales amounts. This
new challenges was stirring their motivation to go over difficulties in
order to produce Honda yeilds.
Breakdown

Single Failure Point
To mitigate possibilities of car accident, Honda was taking on less
single failure point to improve entire system. For instance, two censors
embedded front and back respectively, and it detect the collision. In
order to maintain this function even either of them has been broken, put
alternative devices per automobiles.
Detective Censor

Emotional Confidence
In the process, it was indicated that some possibilities to be our oder of
conduction, because of inducement with chattering and strip ring. To
solve this issue, invented swirling cable reel to keep conducting well.
Although it was compared with similar one, it was selected by emotional
confidence.

Collision Experiment
Collision test is executed to survey if it works well with airbag or
censors and other functionalities. In the censor practice, it was
repeatedly assessed with several situations and estimates possibilities
to scrutinize details of car ornaments as well. Through some predictions,
it empirically testified necessary cased to prevent big troubles.

Traceability system
Not only detect external climate or condition correlated with electric
fluctuation, traceability system working to administrate entire parts and
discover issues quickly. In 1990, this system listed the potential data
promptly and contributed to substitute parts as soon as found wrong
points. It was detective system to reduce bad influences with making
use of effective data.

Sharing resources is key components to lead open-
discussion and programs. Since Internet has been
provided to public nodes, it enables them to make
practice and leading data driven strategy. On the
Metcalf-law, network effects work among neural
connection and generate data aggregation migrates to
the dots. It entails industrial renovation to cover with
advanced technologies.
Honda Story 44th
Safety and comfortable is key factor of automobile industry. Neverthelss,
driving experience is much better since brand has been taking effort to
improve it dynamically, but some problematic issues at steering points.
Honda team was taking part it as top runner to look for best contribution.

Safety Vehicle
In 1970s, external condition had radical transitions with traffic accidents
and natural environment. In order to avoid and prepare for these
incidents, NHTSA proposed Experimental Safety Vehicle, themed
safety of collision and prevention. It aimed to realize, flexible operation,
high stabilities, and practice.

Back Wheel Optimization
Less role of back wheel on FF type automobile compares to front one.
80% of functions, steering, brake, running is operated with front wheels
against fastened back end. At the steering points, it was discussed,
manage to make use of it and operate effectively. New challenges
stirred members and projected to improve functionality.

4-wheel operation theory
Establish the model of theory to manage project in parallel. This model
is core value to build up entire method and fundamental of 4WS
development. It drove to obvious direction with this advocacy, ”Reverse
in low speed, same in high speed”. Answered to track entrainment
accidents with this methodology.
Low
High

Discover the fellow
At Sibaura Institute of Technology, one group is researching this rule
and control under and over-steering. In addition, their research center
has drum style experimental instruments. It has capable to operate
gear in box, and control ratio of stability and usability to confirm in
advance.

Rubber angle responsive style
At the first time, gear operation is dependence on car speed. However,
it was complicated to steer consecutively between reverse and same
direction. In order to make it simple, so far it belonged to velocity, but
change it as responsive angle of handling drive. In accordance with that,
we could operate back wheel with them.

Electric Vehicle is supposed to be at the new landscape
of automobile technologies. It is soaring famous in
China and lead toward European continent through
new silk road. Auto industry is entirely turning point to
generate new driver, infrastructure and consumer
society. Government deregulation is also influential
when it comes to technical emergence in particular,
China is symbolic instances.
Honda Story 45th
New concept taught Honda teams, not only business development, but in
essence of challenges importance. It was good opportunity to them and
strengthen team working and the way to provide technology into market.
It told them with some various aspects and seed for success.

Crank system
New crank system idea had realized operation, initially same direction,
and at some points, will move reverse side each other. In addition to
unprecedented trials, combination with 2 cranks at this points, achieve
to complete new simple function without complicated electric handling.

Conservative Barrier
New concept 4WS has huge barrier to expand into public reputation.
Even among members, some of them suspects technology and resist
with integration. It was unclear even if 4WS seem to go over difficulties,
unless it will work practically at the real driving scene.

Drive Experiment
Although, number of issues prevented to overcome issues, developer
Furukawa found that conservative mentality is influential driver to make
them less interest. In order to approach their empathy, his committee
brought them test and experimental driving with conceptual car.

Testify trial
It was experimented with several trials, take in consideration with
predictable accidents and breakdown. Several scenes was
hypothesized and execute try-and-error again and again. In the Europe,
invited some local drivers to try on this service. It was positive feedback
and ascertained the value of technology.

Importance of challenging
4WS theory taught team of Honda, the importance of challenges and
disclose ideas to public. To raise original idea and go for specified goas
with members. It is significant process for all researchers to take
experiences overcoming difficulties and struggling to realize technology
value. Customer satisfaction is first core consensus with them.

Automobile industries seek sustainable growth,
nevertheless machine brand will run into the
advantage of technology. AI and physical surface
mixture is key element, and external electric fuel
provision would have new title of argument, if the
market could solve this issues. Public support is
necessary and government ought to pave ecosystem
with robust infrastructure entails.
Honda Story 46th
New engine roadmaps was fierce and long-running to all members.
However, it was based on Honda spirit to generate new technology and
contribute auto societies. It was sure to be the seed of Japanese
properous industry and ecosystem to support inheritance of techie
pavement.

New Concept Engine
New concept engine was consist of hybrid type, low and high rotation
high torque, and multiple capacity per liter. At first, it takes equal
balance between rotation and consume effort to make it stable. Even
though, Honda staffs overcome this issues, it was not critical step to
invent new concept.

Refine the engine
One team projected idea to improve fuel consumption, and realize
exclusive outcome, 50 Mile Per Gallon. It was attached, rocking arm
and high speed cam piece, convert it per conditions. This new function
would have realized efficient engine usages and revamp entire process.

100 horsepower per liter
VTEC development had potential to become core competence for new
engine evolution. However, horsepower was insufficient capacity as
evaluated engine at integra models. 90 was, equivalent to 140
horsepower on 1.6L engine. The research center leader encouraged to
aim for 100 horsepower per liter.

Technically problem
8000 rotation is 20% increased numbers in compare to 6800 of 1.6L
engine. And inertial force is also multiple 40% on it. It will burden heavy
heating value and inevitable to lighten parts with high endurable
capacity. It involves various issues to realize new challenges and
achieve advanced technology.

Fierce Leadership
For the new challenges, the leader of project Kajitani proclaimed
member, that follow us if you are willing to open the door for new
technology. It was challenging opportunity for all of them and no one
rejected with his passion to achieve new goals. In consequences, it was
involved excellent staffs and members entails.
Proclaim..

Soft empowerment will harness on hard business
convergence. It is almost combination and applied new
technology, and realize automatic experiences. Non-
handling car operation system is indispensable
standard to all stakeholders, and have been hoping to
alter traditional way to drive. Nvidia and hyper-
processing brands will replace core driver in the
vehicles and transform new style entails.
Honda Story 47th
Customer satisfaction is the same meaning of coming true their dream.
Honda engineer team embraces themselves with high pride to achieve
their mission goals. Their business mentality is inheritances and practical
working at this stages.

Appropriate application
Within limited terms and capacities, development team would need to
invest proper resources in the spot of process. In order to make vein
efforts, self-questions if this technology is appropriate at this stage, was
their methodology to discern genuine asset. Each judgement is
experienced approach and it accelerates development speed.

Problematic Balance
Bulbtiming lift and belt had difficulties to keep balances, and it
accelerated rotation numbers with hardship for maintenances.
Considered from some possibilities, it adopted combi bulbtiming in
consequences. In addition, high density and strong driven pulley
reduced inertia moment.

Improve capacity
Enlarged the DOHC engine, intake valve shapes from 30mm to 33mm,
and mitigated air resistance to achieve 160 horsepower and 7600
rotations. At low-speed torque improvement, volumetric efficiency got
higher and endure widespread coverages. New materials was key
element to revamp functionalities.

Strictly Assessment
VTEC engine was aiming for integration in all new models. It was
necessary to fulfill requirement in order to combine the capacity.
Customer judges product quality and development teams had to go
over their expectation with tech solution. In other words, quality control
is manufacturer’s mission to supply their business.

Pride of leadership
Honda engineer were filled their pride with creation of new technology
and innovation in the auto market. They would like to realize dream of
engine, and it achieve exclusive drive experiences. Challenge spirits
leaded their mission completion and contribute customer satisfaction in
consequences.

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.

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.

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.

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.

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.

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.

Alexa and voice recognition system will shed into the
auto industries and reshape our behavior with car itself.
We have driven it as our transportation tools for a
while, however, it is almost the same communication
as if we could see between pets or clerk themselves.
And it more influential to our touching point as oral
methodology. Regardless of licenses, it permits us to
move around and non-human world comes.
Honda Story 49th
Waigaya is one of Honda notable community to create new idea with
various talented. It was a part of component to generate Honda internal
strong power and bring good conversation with the team members
respectively.

Clarify the Problems
As well as clarify the market demand, develop and focus on specific
customer request with new technology. Visit around the outsourcing
client and made survey of local issue. To compile up research outcome,
secluded themselves in the mountain and discuss to pick it up.

Reach consensus
Since they could share each of problems and aggressive argument with
some aspects, reached consensus of direction toward new engine
models. It was not targeting with affordable price, but endurable market
with specific advantage in compare to other rivals.

Waigaya
Sometimes, as a Honda developer culture, they assemble at specific
place and have a discussion to include various ideas, Waigaya is
expression of scenery when the members were talking at that time. To
describe the functional draft, people shared deeper insight and market
sense respectively.

Creative Idea
Waigaya is creative community and brought some exclusive idea to the
team. To avoid burning out the engine, automatic oil alert has invented
to suspend it automatically in accordance with under the amount of
specific rate. It was new idea in this community and realized physical
invention.

Half Cost
Half cost was challenging goal to all members. To make use of external
resources, they would collaborate with other team and asked for
cooperation to reduce cost achievement. Thanks to some acceptance,
even it seemed to be tough at first time, attain the goal by sharing
components and it balanced each other.

Human error often occur in case of rule ignorance and
careless driving. It has been on the table to discuss
was of prevention and regulation to exclude tragedic
stories. However, it is unable to control human
operation under surveillance on properly operation.
Automatic drive system has potential capacity to pave
new rules with data assessment and navigate us route
to avoid the accidents.
Honda Story 50th
Engine history has some varieties of legend and effort by many Honda
staffs to reach success episode. Since it was difficult to predict accurately
customer issue and future demand. In order to solve this problem, Honda
members often visit the real stories and collect feedback through
examination.

Synthetic Manpower
ME engine unveiled in 1977, and achieved 1million sales in 5 years
since then. It was turning point to start new business and fostered
future cash cow to reap profit and diffuse Honda brand. Involved sales
and EG team was also success factor to drive business engine to
accomplish it.

Customer Feedback
ME engine is used on boat to transport on the sea and support their
lives with fishing. To confirm scenes of riding boats and fishing
practices with ME engine horse power, Honda staffs often visit rivers
and listen to customer feedback in Eastern Asian countries. It clarifies
customer demand and tailored with response.

Hint was broken engine
When the staff visit sales retailors, it found broken engine at repairing
space, which was damages by rubbed cylinder. In addition, oil was
mixed with sand and required stronger air cleaner. Broken parts and
repairing told and brought them some signals to improve products.

Market reputation
Nevertheless, Honda product was exclusive and accepted by some
local merchants, others has not received their offers. Even it was cost
efficient at the point of stocks, it was expensive in the market.
Furthermore, other maker customized with each mechanics, but Honda
was not and unreasonable to them.

ZE Project
ZE engine was targeted to consumers market and reasonable, free-
maintenance, and smaller size, efficient energy rotation. It was times to
direct low-energy consumption and affordable functions to all
customers. Development staffs to analyze a lot of sold data, reflect the
drawbacks revision onto the new mechanic engines.

Internet has been shifting plenty of traditional business
shapes toward connected world. IoT and AI is
unprecedented topics in decades ago, otherwise in the
science fiction movies. It is advanced progression to
take initiation and move forward to reach new type of
machine consensus and automatic judgement without
intermediate.
Honda Story 51th
Honda’s original spirit has created plenty of business opportunities and
efficient operation. Not only for it assesses as business property, but in
essence to seek customer satisfaction was leadership mind of marketing
and business cultivation. Historical success would teach us many tips
inclusive.

OHV Engine
SV engine was used as normal standard, against this model, OHV has
high endurable and quality, keep cleanness with high mileage. However,
OHV was over sized model, not to fit standard formulation, and heavier
engine took higher cost and more parts to compose system.

Pursue original format
Engine size was struggled issue to put them onto automobile. Adjust
the shape in order to fit the space would require new idea, but it was
not familiar and core problem to go through the barriers. ME engine
draft was just solution to map the shape of bigger engine to arrange
new style.

Overheat issue
Once attempted to lean cylinder to fit space, but it has overheated issue
in last situation. Even experienced staffs was against opinion and
resisted, he was coherent attitude to proceed cylinder inclination to
solve this issues. This kind of topics ignited members to seek solution
to the questions.

Parts Consolidation
Multiple parts was core problems and sought consolidation to make it
synthesis and reduce cost. Analyze thickness data mapping and looked
for the balances of heating, in order to lighten engine. Pile up their
efforts and creative ideas, realized less number of parts than ME
engine model.

Brand New Functionality
Mechanical decompression and transistor magnet firing process was
acquired as new function and realize it smooth movement. Not only for
migrating to OHV models, but also developed original function,
therefore, it achieved high class usabilities and efficient operation and
consolidation.

China will become large economy of EV auto
development and consumption. In accordance with
government decision, market will react the shifts
toward eco-friendly and automatic footprints. Tesla
was blurring audiences loyalty at the last conference
and it was just announcement with new models and
unveiled local decade strategy. Toyota has decided to
catch up this trend and divided into the race again.
Honda Story 52th
Honda was expericed with plenty of turning points at the stake of new
production with automobile technology. It was educational and
knowledgeable histories for them, and overcoming these experiences told
them new leadership passion and business cultivation then.

OHV plus cylinder
ZE engine became user-friendly and easy-to-design concept models,
that was familiar among general makers and take their standard
position. It was the factor to make success with sophisticated 2, 4
wheel fundamentals and constant effort with development team
members.

Bigger size of 2 wheel machine
In America, bigger motor cycles was believed the best riding for
consumers, however, it was different character and culture with
Japanese products. In order to increase sales, customized the models
with American style and yield bigger size auto as well as UK brand has
announced.

Ergonomics concept
At the basic development, focus ergonomics concept and it will be able
to fit scenes of long-running and safety, comfortable for all drivers. It
was development and customer-driven drafts, which seek new
combination with cutting-edge technology and market-in style design.

Development Goal
In the roadmaps, development teams set the goals and bring it
consensus with them. 1, safety steering and sufficient operation
coverage. 2, High and flexible duration brake. 3, focus on human
experience and easy for beginners. 4, Higher conspicuity. 5,
Maintenance quality. 6, Unique and design-oriented.
Maintenance
quality
Higher conspicuity
Human experience
Flexible brake
Operation coverage
Unique and design
oriented

Disc Brake
In preparing for mass production, it was turning point to adopt disc or
drum brake. Soichiro Honda responded to this answer without
hesitation, should be disc brake, and chosen as standard. It was highly
echoed and brought breakthrough of pad friction and allophone,
achieved the goal finally with highly effort and time consumption.

In 2017, automobile market is facing turning point with
advanced technology and traditional mixture. It was
new formation included various talented and capable to
regenerate future market. Not only the market
expansion, but it is also more convenient with high
class utilities and entitled customers to be released
from latent accident and predictable sciences during
drive experiences.
Honda Story 53th
Honda was new type of business creation and build up original
technology. In order to produce bigger size manufacturing, it reformed
property and strengthen capacities. Owing to their high prediction, market
reacted to them with positive response and hyper order numbers.

Experiential story
Honda Soichiro has undergone the scene taught him shape gaps
between Japanese and western size. He witness it at Swiss local parks
even automobile size was enough for local Japanese driver, however, it
was surprised that bigger for their suitable site in compare to Japanese
distribution.

Make use of Idle equipment
The activation of idle equipment was key factor to drive high yield
engine and body. It was first time to produce bigger size models and
invite American engineer to discuss future export. In order to realize
minimum investment to be risk-aversion, each factory sought practice
with effective manufacturing.

Excellent start
Even it was tiny number of production with 5 per day, market accepted
Honda new models and explosive popularities. Extra orders and
excessive supply request, it was expected until released this style.
Paving entire line and production arrangement, transferred engine
fulfillment to factory.
Buy it..

Nanahan Boom
Nanahan means 755cc sports style bike category and people excited
with them. It was big booming, not only for bike fans but accepted
public familiar with Honda herald models. And it was winning at some
race contests. Honda’s prediction hits the trend and stirred big market.
Nanahan rider（Comic）

Bigger is benefit
America riders were appetite to take bigger size and horsepower to run
faster and powerful. Following the make of Kawasaki bike, Z1, 900cc,
Honda had entered market with GL1000 with 900cc. Even it was export
from Japan at first, change the style to local manufacturing and sales in
order to respond to demand.

Automobile economy will land next stage with AI-
driven market. Each interval shifts non-human
handling manipulation which mitigate some risks to
collide with high speed or slipping operation. Non-
intermediate process will realize better situation to
come out through our effort and maximize enormous
data empowerment by tech leaders. 3D-priting or new
alternative will also take place traditional
manufacturing.
Honda Story 55th
Honda was top player to localized ecosystem at automobile industry.
Since it was launched Brazil new manufacturing, their process
management was exclusive and friendly each country staffs. It was
speculation with future market growth and contribution with specific
societies.

From Belgium to Brazil
New model has been released to ship forward Brazil market, in order to
capture 2-wheel economy at high growth businesses. In early 1970,
local manufacturing is fundamental to expand market and distribute
products with fitting demand. Except for Brazil, Italy, Iran, Nigeria was
promising target.
Brazil Italy
Nigeria Iran
Belgium

Decline the proposal
Brazil was the existing trading country, small import and export
business. In their speculation, local government will accept offers to
build factory for 2-wheel supplying. However, this proposal was rejected
by local authorities, because of resistance against indigenous
competitors there.

Engine Roadmap
In contrast, Manaus regional top manager is passionate to collaborate
with Honda and negotiated persistently. Owing to contribution, it was
realized to establish factory and attribute tax advantage as well. It was
free-trading in this area, and tolerate steps to procure parts there.

Young ownership
Top manager was 34-year-old young player and almost joined10
members under 30. In order to process it smoothly, Honda side was
positive action to collaborate with local staffs and develop facilities. As
VW has been familiar brand with local drivers, follow the pavement and
develop matching localized products.

Maunas character
Maunas factory was high in-house ration to produce one 2-wheel to the
market. Third-party supplier was so far from establishment, therefore,
local team originate the internal process to complete manufacturing. It
was different structure in Japan, but it works well in Brazil to go through
entire management.

For next fifty years, internet will realize exponential
growths and it influences personal lifestyle. Even now
we are using computing and smartphone to access
data aggregation, it will be implemented without our
intentions in connected world. Automobile industry will
migrate intangible pipeline while we are going on
driving new type of concept cars. Open data use
platform is next standard to seek updates.
Honda Story 56th
Bike was not well used by woman community, against main customer
was male drivers. In order to expand market, Honda projected to develop
original models and optimize it for fitting with woman usability. In
accordance with new technology, it becomes realistic to all citizens for
taking on it.

Family Bike Brand
In 1970s, small car had been overwhelming market of 2 wheel bikes,
and motorcycle gang brought bad impressions. In accordance with 2
wheel market got matured, super cab users became elder and out of
targeted segment, induced the difficulties to expand rest of market.
Old Style..

Womanized bike
Nevertheless, 20% of female acquired car licenses, only less on-tenth
woman drives 2 wheel bikes. It was not easy for them, to lift up bikes as
it was too heavy and not to be fashionable with their style. Most of
females complain existing models of super cab and require designable
utilities.
Not designable..

Soft concept
In order to reform with woman preferable style, change their concept as
easy handling and safety imagination. Even the team planned to market
new products in consideration with deep insight, it was required to put
into market quickly. Although, it acquired new customers, it perceived
with several drawbacks.

Real market Research
Goto and members walked into research to capture genuine trend of
each customers. Against male perspective, female has different opinion
and it was more emotional and negative with riding bike for daily life. It
was essential to pile up idea from scratch comprehensive concepts
except for 2 wheel vehicle.

New cycle planning
Through research outcome, it was compile by 4 concepts of new
designing. 1 Powered cycle, 2 Alternative bicycle, 3 Renewal of Cab
model, 4 Automobile experiences. This concept was based on bicycle
usability and enhance functionalities with new technology. Simple and
light is key factor to realize new models.

Connected industrial ecosystem is key factor, drive
entire system and enhance the level of manipulation.
In order to establish new shape automobile structure,
pursue formation consists of data-driven independent
nimble decision making. It relies on the system to be
involved with various players consolidation and mining
concepts. To see future 50 years landscape, non-
human control will take mainstream.
Honda Story 57th
Customized female style was first to the market. And it was well-accepted
by consumer with cute and simple manipulation designing. To learn with
this story of market expansion to focus external customer. It was
exclusive strategy and process for new practice.

Achieve the goal
Design entire images, it was considered roadmaps to filter bike-style
engine shape and redesign it centralized of machines. Lighten total
carry, and make it affordable price for all woman customers. Simple 2
cycle was adopted, in considered to reduce weight and more easy to lift.

Womanized function
Kick and go style won’t be accepted among female, therefore, it was
several trials to integrate new functions. Woodpecker style is affordable
manipulation to wind a back string. It was customized handling for
female traits and accepted by woman interviewers.

S,E,D flow system
New style of system had released to include various divisions. This
style consists of coherent process and make process quickly. Owing to
whole team consolidation, they could achieve highly promotion and
easily to be adopted with customer satisfaction.

Lessen parts and burden
In order to achieve relaxing experiences, less parts and new formation
was requirement. Unit-swing forms consist of simple structure includes,
engine, wheel, rear fork consolidated. In the process of welding, it will
have been covered by wax through the step of conveyor.

Market never die
New genre of roadpal was released with exclusive promotion. It was
alternative with bicycle, but more casual and cute design. It was also
included high manipulation and simple designs. Cultivate new market
extended to female users and contributed business appearance. Even
this model was demolished in accordance with matured, but seed for
demands.

In coming 2018, connected industries would accelerate
the importance of penetration at every sectors. In
particular, digital-driven product will have new feature
and data is key factor to comprehend each elements.
In order to take market share and influential positions,
digital-shifts is inevitable and susceptible with nimble
market transformation. We need to pay attention and
look into them essentially.
Honda Story 58th
New idea is coming from younger proponents and it enables us to lead
communication and business development. In order to customize their
style as if the advancement of topics, leaderships had to allow them to be
involved in challenges and make it possible together.

Rookie Idea
It was 27 year-old average engineer to produce new car feature on
market. Even Japanese auto economy took their place as No.1 in the
world, domestic market went down market shares and stagnant with it.
4 wheel auto was suffered from regulation of US exports.

Concept making
New concept was light vehicle and named as city. 1, Generate new
demand beyond traditional market. 2, Pursue young individual style. 3,
Lifestyle and high functionality. 4, Original imagination. 5, International
designing. 5 components were key development of new brand.
Beyond Traditional Market
Pursue young style
Lifestyle and functionality
Original Imagination
International Designing

Emotional Promotion
Push this new models to the market, decided to promote original
hardware, combine splendid design and surface. They made visual
sketch to present leader teams. It was pursuing emotional design
driven style and communication, include some catchy copies in it.

Young power
Each team members has promoted their own idea, engineering, sales,
promotion. This roadmaps was accepted by executive leaderships and
determined to allocate resources and budget to develop new models. It
was dynamic judgement to be given authority to market new type of
automobile.

Conceptual design
It was new challenges for younger staffs to create sophisticated models.
Basic concept is “designing car in the city”, and it capture the heart of
fashionable trends. It describes the new designing description and
images to take initial communication with potential customers.
STREET

The latency of new market creation in next decade has
been discussed among the leader worldwide. Auto
mobile industry replaces horsepower transportation
with engine-drive box. From next, the box will connect
to Internet and judge the proper direction itself on the
process. Internet connectivity has large spaces to gain
numerous data and induce them to lead specific spots
where it will be.
Honda Story 59th
Younger power was sustanble resources of Honda automobile ans has
been able to capture consumer aspect with them. In addition, internal
negotiation was primary among senior manager to make it open
opportunities for next generations. Honda attempted to accommodate
environment for all members to take new challenges.

Rhythm driven
It was fresh idea to make new challenge with rhythmical theme. Even
the appointed band was not so famous, but admirable uniqueness and
ideal tempo for promotion. Music style PR was accepted by younger
community and it makes dancing action to remember the name.

Mass announcement
Breaking the traditional custom, young team has promoted with
unexpected style. It was more casual and access to fashionable
channels with iconic shapes. Shed it with unique surfaces and visuals
to be attractive among fully curious generations. First impression was
excellent to be directed to their hearts.

Cushion style engine
In 1984, basic research was just started with new engine system.
Thinner type engine will be put at rear seat and improve manipulation to
drive automobile. It was named ” Zabuton-engine” after the meaning of
under floor mid-ship engine rear drive and “Zabuton” is JP original
cushion.

Engine-driven invention
Even once it was dismissed new engine idea, development team
considered another option and reached out to invent the suitable shape
with this functionalities. Sporty shape and lower center balance of
gravity capacities would supposed to be accepted as ideal models.

Symbolic Sporty Model
Depicted Honda original concept and mapping each components to
describe attribution with new modeling. Power weight ration was
vertical, wheel-base weight ration was horizontal to plot each in line and
made competitors mapping. It was similar shape as if milky way, so
called “Milky Way Chart”.
Power Weight
Wheel base weight
Milky Way

CES is no longer the exhibition for electric devices, but
is more broadly releasing, automobile, cloud and
blockchain. In next decades, physical products will
connect to data and upset the traditional model toward
data-driven ecosystem. It will come random innovation
and make it possible under the 5G fundamental. Data
will deplete natural energy to generate electric
consumption and require new power to keep
advancement.
Honda Story 60th
Honda was new challenger to take initiate not only internal engine, but
entire surface with new materials. Almi was unprecedented idea, and
abnormally considered to be adopted it as conceptual model. However,
Honda team has determined to lighten weight and pursued the fastes
model.

New Prototype
New model was made of alminium and steel covered surface bodies
respectively, however, either of them is not properly to be driving speed.
The steel models is heavier for the shape to accelerate faster and
sporty brands. Hence it was decided to be adopted all alminiums
beside keep comfortable and safety.

Unprecedented challenges
It was first time with only alminium materials covered entire surfaces of
sporty brand. Almi is clean stuff and one-third lighter than steels,
besides friendly to environment with low-emission and recyclable.
Against, it costs a lot to melt welding and inevitable to establish specific
factory to produce for the models.

Applied idea from Bullet Train
Japanese bullet train, Shinkan-sen was consist of aluminium materials.
Normally, to weld almi was not easy and taking some processes with
plenty of costs. Customize stuffs with request at Honda sporty model,
made up mixture with stronger almi 6000 type and standard of 5000
type.

Selective materials
Finally, it was unified with 5 type of almi sorts to allocate each fittable
style. This new shape has achieved some benefit, 140kg than normal
steel coverage, in total 200kg lighter car had been released. Based on
this framework, almi model has been applied to prototype and collision
experiment and so forth.

Strictly testing
Ayrton Senna was traveling to suzuka circuit for the test of F1 McLaren
and Honda gave him request to be in touch of new sporty model. He
detected it is too soft and indicated shortage of endurable. It was so
slight differences for normal drivers, but critically for professionals to
feel on driving.
Feel it insufficient..

In the business process, technology will bring out new
space and make it enhance our standard. In particular,
auto industries will have moved nimble and dynamic
upset happen in some decades. In order to maintain
unique business style, we have to think highly of
market consensus and customer demand balances.
Which is key factor to decide the scalability and
potential with tech-driven ecosystem.
Honda Story 61th
Honda was passionate to drive new model and brought it out at sporty
market. It was first time so that plenty of subjects were surprised with
their original functionalities. It was praised by many fans and loved
among big communities. Their community making was splendid and
succeed in external models.

External perspective
It was first time for auto industry to make some experimental tests
outside country. Honda R&D Europe attempted to strengthen bodies
and endurable with practice driving. Local development is basic style to
yield the products to fit market. Harmonize driver and auto timing and
enable to go at the same time.

Data driven improvement
Test data has been sent to the research center and revamp function
and capacity to lead discussion. In compare to the previous race, it has
improved over 50% endurable and it acquires sporty style capacities in
consequences. In Chicago auto show, it was demonstrated with red
color new model.

Next Sporty Car
Trial was demonstrated at public road and circuit each other. Besides,
Nürnberg in Europe. As soon as some people who has experienced
driving, take off the car and startling functionalites and capacities.
American journalist praised Honda sporty type and felt certain
advancement.

Special facilities
In order to produce sporty model, Honda has developed their own
manufacturing system. Almi welding takes important role to customize
body to achieve fast driving experiences. In addition, applied some
experts internal to this project and prioritize human process.

Evolution model
Honda has started owner’s meeting to be interacted each other with
talking about NSX model. It is just to bring a fun with favorite topics and
engage with original brand. It includes some curriculum to lean the
methodology of comfortable driving and running machine correctly from
experts.

Transportation will be taking faster and more
comfortable space for all passengers in next decades.
The sharing ecosystem is more valuable and trust-
proof than traditional testimony, because it is
underlying third party evaluation. Transportable box
will be public property and people might be tended to
share it on universal fundamental among the
citizenships with closed community.
Honda Story 62th
Quality control is Japanese traditional management style, in order to
produce on the line, it was going effective. In order to make it original
capacities, it has been established unique administration and evaluation
system. In the factory, each section has specifc role respectively and lead
it self-control by themselves.

Mini-van produce
American Honda required new style of public car, and it called minivan
for broadly space for driver. Honda made some scrutiny with local
consumer research, it found the new trends shifted from classical
tendency to customized capabilities. In order to make response
properly with requests, decided to invest minivan style.

Affordable price table
Mini van was expensive layer in those days, as it integrate V6 engine in
the body, costly process to complete new model. Even it was
considered to take alternative size engine, once it was announced to
suspend development. Against, this team had been staring to yield
original model underground.

Designing interior
Three row seat was not properly interval to put inside at designing
interior. Producer, Odagaki had proposed to store third seats inside
floor and make it flat space. He pondered the mobility seats to be
reformed with each customized scenes and got this idea from American
driving style.

Factory selection
Although the market of RV has been increasing since economic babble
plunged numbers, Honda didn’t have specific portfolio to get into this
category. It was determination for Honda management to invest new
channels in order to cultivate share in accordance with market
emergence.

Maximize cabin capacity
Quality control is key factor continuously producing high class
automobile and make it maximize utilities in it. In each process, they
need to improve specific details step by step and reduce total cost at
the end. This is the fundamental of business development, in particular,
manufacturing is human-centric workforce, so that needs to focus
quality first.
Quality Control

Honda marketing case study2

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