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Case Title:

Honda: As Acura in USA and as Legend in Japan?

Publication Year : 2006

Authors: Shalini, Sumit Kumar Chaudhuri

Industry: Automobile Manufacturing

Region: Japan

Case Code: COS0039

Teaching Note: Not Available

Structured Assignment: Not Available


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Abstract:
In late 2005, Honda announced that in 2007, it would launch Acura, its highly successful brand in the US market, in Japan. By launching Acura, Honda plans to foray into the Japanese luxury car market that has been dominated by the US and European carmakers. However, analysts are sceptical about the success of Acura amidst intense competition in the Japanese car market and Japanese loyalty to imported brands like BMW, Mercedes and Audi.

Pedagogical Objectives:

  • To highlight the competitive landscape of the luxury car market in Japan
  • To discuss Honda's strategy to win a share in the domestic luxury car market of Japan.

Keywords : Honda; Acura; Legend; Toyota; Lexus; Corporate Strategies Case Study; Luxury car market; US; Japan; BMW; Mercedes; Audi

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Case Study :
   INR 200 = USD ($)

Structured Assignment:
   INR 150 = USD ($)

Teaching Note :
   INR 400 = USD ($)
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