Marketing Strategies / Strategic Marketing Case Study

Honda's Eighth-generation Civic: The Competitive Strategies

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Abstract:
Since its introduction in 1972, the Honda Civic has remained a major attraction to young customers with its sporty look and low cost. Honda's attempt to make the car appealing to all ages cost the Civic its design and compactness, which in turn prompted loyal customers to defect to Honda’s competitors. Alarmed by the rapid decline in sales, Honda launched its new eighth-generation Civic in September 2005.

Pedagogical Objectives:

• To understand the evolution of the Civic over the years
• To discuss Honda's competitive strategies to fend off its competitors in the highly competitive US compact car segment.

Keywords : Honda Motor Company, Honda Civic generations, Civic in US, Competitive strategies of Civic, Competitive Strategies Case Study, Compact car market in US, Eighth generation Civic, Toyota Motors, Controlled Vortex Combustion Chamber (CVCC) engines, US Clean Air Act, Saturn ION, Safety cars, Hybrid cars

Contents:

• Honda's Civic in the US
• Honda's Competitive Strategies in the US