Your Assignment
Consider the reader of your paper - the new CEO is a business savvy chief
executive – as you write. Your knowledge and command of your product are
essential to the CEO’s understanding of the current state of your company and
your product. This assignment provides an opportunity for you and your team
to collaborate on a clear, coherent and cohesive report and in the process,
develop clear business writing skills which are a premium in today’s
corporate business world.
Craft your paper in a clear, concise business language with the goal to
inform, educate, engage and potentially, influence the CEO in a positive
manner with your analysis and recommendations.
Develop your report with coherent explanation and rationale. Use complete
sentences and compelling facts (based on available, cited data) of your
product. This is a professional business report. Be clear and concise.
Remember to use in-text citations and references. Limit the use of bullet
points to emphasize a point. Use the appendix for expansive details and added
value information.
Use the format of this document to structure your paper.

Part 1: Situation Analysis – Industry, Customer, Company, Context,
Collaborator and Competition

Part 2: Marketing Mix – Product, Price, Place (Distribution) and
Promotion
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Part 3: Recommendation - your recommendation and reasoning for your product
Part 1: Situation Analysis David and Madison
This section focuses on the importance of assessing and analyzing the macro-environment and microenvironment of your company and your product. Consider this an analysis of the 5Cs (Customer,
Company, Context, Collaborator and Competitor) to help your new CEO understand the factors that
currently and/or will affect your product’s performance in the market. (Tap the online data tools that
are available in the Bentley library.)
Industry Snapshot madison
Provide a brief summary (aka “snapshot”) of the industry in which your product competes. Cite key
industry facts – growth, trends, competitors. Frame this as a succinct “elevator pitch” narrative (short
paragraph) of what’s currently going on in your industry. Use information from your company strategy
paper.
Honda Motor Co., Ltd. develops, manufactures, and distributes motorcycles, automobiles, power
products, and other products in Japan, North America, Europe, Asia, and internationally. It operates
through four segments: Motorcycle Business, Automobile Business, Financial Services Business, and Life
Creation and Other Businesses. Honda Motor Co., Ltd. was founded in 1946 and is headquartered in
Tokyo, Japan, and is currently one of the largest companies in Japan. The company and its subsidiaries
use advanced technologies and conduct R&D activities. It focuses on creating innovative products that
are internationally competitive. Key competitors include companies such as General Motors, Crysler,
Voltz Wagen, and Nissan. However, Honda Motor Co. continues to rank among the top when it comes to
product quality, pricing, and customer service. Honda Motor Co. is producing a new generation of ultralow emissions engines and is competitive in the market of electric vehicles. Hondas annual revenue
continues to skyrocket from the year prior and is expected to continue to do so as the market for
electric vehicles expands and Honda Motor Co. Is a key provider of that industry.
Customer Analysis David
Describe and define the target market for your product. What segment of the market are you targeting?
What’s the size of the market? Are there trends worth noting? How about geographic skews of your
target market? Share your data knowledge.
Honda Motor Co.’s target audience for the Honda Civic are people in the middle-income group
who are looking for affordable yet reliable vehicles. It is targeted towards a younger audience from ages
18 – 36. They target the group of consumers that want cars that aren’t going to cost much to maintain
as far as repairs and gas. Primary customers are 18 – 36 -year old's, making an average amount of
money. Those who want reliable, affordable, and good-looking car. The Honda Civic is also targeted to
those who want a sportier type of car, this is the younger generations who want a flashier car. The only
demographics the Honda Civic targets are income and age, race religion and culture are not strong
focuses.
Is the market growing, declining or flat?
This market is declining with the decrease in the population of young people. Families are
having fewer and fewer children which will lead to less young people willing to purchase Honda Civics.
Who is your primary (core) customer? Is there a secondary target customer (end user) for your product?
What are her/his/their needs and wants? Madison
Honda Motor Co primary customers are middle income people looking for sustainable vehicles. The
customers want affordable and reliable automobiles that are not too expensive to maintain. These
customers primarily live in suburban areas. Primary customers are 20–40-year old's, making an average
amount of money. Those who want reliable, affordable, and good-looking car. Secondary target
customers are older customers who want to save money on a vehicle. Those from 50 – 70 may want an
affordable car so they can enjoy their retirement.
How does your company create value for the end-user and enhance the customer relationship/customer
experience? Provide metrics on satisfaction and loyalty from databases and rating cites for your target
customer; include the same metrics for your key competitors. Illustrate how your company nurtures
customer relationships.
Honda offers a loyalty program known as the Honda Loyalty Appreciation Offer; this special
offer is available to owners of specific Honda models who want to purchase a new vehicle of the same
make. The Honda Loyalty Appreciation Offer is a cash discount that lowers the cost of your new Honda
by a certain amount. This offer applies whether you’re buying or leasing a vehicle, the money received
from the discount goes towards your down payment resulting in more affordable monthly payments.
Honda is one of just five car companies that has been able to retain most of its drivers who got a new
car in 2019. Honda drivers seem to be satisfied with their vehicles, with a loyalty percentage of 57.7%.
Subaru had a higher loyalty percentage of 61.5%, nearly all models of Subaru cars are highly
recommended by automobile critics. Similarly, Toyota also has a higher loyalty percentage of 59.5%.
Subaru ranks highest overall in the automotive industry for a third consecutive year with a loyalty rate of
61.8% in 2021, Toyota ranks second (61.1%), followed by Honda (59.3%).

https://www.usatoday.com/story/money/2019/08/13/ford-honda-toyota-car-brands-withmost-loyal-customers/39925835/

https://www.ikehonda.com/blog/what-is-the-honda-loyalty-discount/

https://www.mbaskool.com/marketing-mix/products/16728-honda.html

http://nebula.wsimg.com/6bd6eb41e229c280b6d2e961924bdd2d?AccessKeyId=03DD681A31F
E6CCEA5DA&disposition=0&alloworigin=1#:~:text=The%20primary%20target%20audience%20f
or,women%20ages%2018%20to%2034.

https://www.jdpower.com/business/press-releases/2021-us-automotive-brand-loyalty-study
Create a “persona profile” representation of your core customer to bring the main user to life. Use
Mediamark to determine the core customer of your product and briefly describe the key demographic
(gender, age, income, education, family status, profession, etc.), geographic, psychographic and
behavioral (e.g. media preferences, lifestyle activities, etc.) characteristics of your core customer.
Using MRI – Simmons it can be concluded that the core customers of Honda Civics are those
aged from 19 – 34 and those making between $75,000 and $250,000 a year. Owners of Honda Civics
tend to drive faster than normal traffic, tend to drive without any passengers, and choose a car mainly
on the basis of looks. They also believe that you can tell a lot about someone by the car they drive, and
that the true value of a car is how long it will last. Additionally, Asians are most likely to buy Honda Civics
while African Americans are much less likely. The most noticeable demographic was the age group.
Based on this info customers are “Persona”
Are there demographic changes (e.g. Aging of America, Hispanic growth, Asian growth, etc.) - providing
an opportunity or challenge for your product that your company should consider? If so, what are these
changes and what might your company do in terms of a marketing response?
The demographic of people aged between 19-34 is shrinking due to the lower numbers of
children people have. In response to this hugely important demographic, Honda should begin to cater
towards an older audience by creating a more luxurious Honda Civic. Honda may also start targeting an
older segment of the market with their current models.
Company Analysis
Where is your industry heading? Is your company well positioned to compete and grow within your
industry? Explain how. Provide a SWOT analysis. What are your company/product’s primary strengths
and key weaknesses? What key opportunities and threats to the company/ product does your analysis
reveal? Provide a summary of your SWOT analysis in the text of your paper. Insert the complete SWOT
analysis chart in the appendix.
https://www.mergentonline.com/investextfullsearchresult.php?pagetype=searchresult&criterianu
mber=1&rdDate=allDates&ctbsm=0&source=investextsearch#
Overview: Honda focuses on R&D activities, operational performance, and geographic presence
of the company's major strengths. Global automotive market they are moving into electric
vehicles which could provide more growth opportunities for the company. Price trends and
market instability as well as competitive pressure could affect business operations.
Strengths: focus on R&D activities (enhance its competitiveness in offering innovative products),
global presence (Diverse geographic operations help Honda mitigate various risks associated
with dependence on a particular market), improved operational performance (strong operational
performance increases investors’ confidence and provides positive outlook for the future),
Weakness: product recalls, increase in debt
Opportunity: focus on electric vehicle, global automotive market, launch of new products
Threat: competitive pressure, raw material price fluctuations, foreign exchange risks
In your view of internal factors, explain the role your company’s employees play in creating value for the
target customer; how integral is their relationship with the customer to the overall product and brand
value? Does the company compete for high demand talent that could affect its ability to deliver its
product? Does the company’s culture play a role in employees’ relationship with your customers?
Context Analysis
Briefly describe the external factors that currently impact or could impact your company and product in
the future. For example, you may consider the following factors as you put your product in context.
Comment only on what’s most relevant.




Cultural/Societal Shifts: Is your product impacted by shifts toward health, sustainability or other
major trends in this area?
Political and Legal Environment - Is your product and the industry it competes in heavily
regulated? What are the trends and implications?
Technology – How important is technology in your company’s business strategy? What
technological trends are taking place that will impact your business?
Economic – How critical is the economic global situation to your company/product success and
what is your company doing in response?
Collaborator Analysis
Explain the Upstream and Downstream partners in the channels of distribution and their role in the
supply chain. Describe in terms of Supply and Demand. Identify the distribution strategy your company
uses: exclusive, intensive, or selective. (You will also need to explain this in the “Place” section of the
paper.)
Supply Side
Describe and identify the Key Suppliers for your product and the role each plays. For example, consider
the following in your assessment:



Does your company have one (or a few) suppliers that represent a significant amount of their
total supply chain?
Does your company own any businesses that supply parts or components to your product’s
business?
How does the current global situation impact your supply chain?
Demand Side
Describe the Distribution Partners (key intermediaries) that provide key services and expertise between
your company and your customer and the role(s) they play. For example, consider the following in your
assessment:




How does your company sell your product? – direct sales force, sales agents/brokers,
independent sales representatives, etc. Identify and explain their value to the company.
Does your company use distributors and/or wholesalers as part of the distribution strategy?
Does your company sell to customers through large retailers?
How does the current global situation impact your key intermediaries?
Competitor Analysis David
Describe the competitive landscape for your product.
Competitive Landscape is …
Construct a table in an Excel spreadsheet in the appendix. List your product and the competitors’
product(s) in the columns in the spreadsheet. Use the rows to include the following information for your
product and the competitive products:






Sales in $$ and/or market share of each
The “value proposition” each product offers to the customer
The price of their product vs. your product
Each product’s biggest strength (think: 4Ps and customer)
Each product’s biggest weakness (think: 4Ps and customer)
Unique marketing tactic that each competitor is using
In Excel
https://www.caranddriver.com/reviews/comparison-test/a37418355/2022-honda-civic-vs-2021hyundai-elantra-mazda-3-nissan-sentra-toyota-corolla-volkswagen-jetta-compared/
From your analysis, provide a synopsis of your findings as the narrative portion in this section of your
paper. Use the appendix for the Competitive Table. Remember to cite your sources for this information.
Synopsis and citations
Part 2: Marketing Mix Amin and James
This section is focused on the Marketing Mix and their strategic alignment with your product.
Product Strategy
Describe how your company creates value with your product. For example, consider the following in
your assessment in this section:



Core Product: Describe the main features of the product. What customer needs and wants are
being fulfilled?
Value-add Product: Describe the secondary or supplemental features of the product (ancillary
services, warranties, benefits, packages, etc.) that are designed to help fill the customer needs
and wants and explain why these are important.
Brand Personality: Describe the brand personality of the product/company. How does this brand
personality connect with the target market? What are the brand attributes that are most
relevant and valuable to the consumer?
Positioning Strategy
Your new CEO is still learning about your product, its competitive advantages and what makes it
appealing and unique to the target market.



Briefly describe the Positioning Strategy for your product. What’s distinctive about your product
that is not readily available elsewhere? What does your product possess that can’t be duplicated
by your competitors? What is the USP (Unique Selling Proposition) for your product? Your USP is
the singular attribute that your product “owns” in the market and chooses to promote and
advertise as your core differentiator.
Create a “perceptual map” (see Chapter 6 in the Marketing textbook) in the appendix to
illustrate how your product is positioned in the marketplace compared to the competition.
Perception maps show how a product and its competition are perceived in the minds of
consumers. In a perceptual map, two dimensions (e.g., price and orientation) are used along
with market share size as a function of relative market share of the product and competition to
indicate relative placement.
Synthesize your discussion about positioning into a summary explanation in this section of the
paper. Use the appendix for the Perceptual Map.
Price Strategy
Describe your company’s pricing strategy for your product. Include the following in your assessment in
this section:




Describe the pricing strategy that your company is using. Are price promotions part of the
strategy? Are there variations in pricing?
Describe the list price and any additional costs of the product.
Create a pricing table showing your price and the pricing of the competition. Insert in the
appendix.
Consider the current pandemic and economic situation – how does this/will this impact your
company’s pricing strategy?
Place (Distribution)- Amin
Identify the process that marketing channel members use to partner in order to add value with efficient
and effective delivery of your product to the target customer when and where desired.

Where is your product purchased? Does it vary across different target markets?
So far over 263,787v Honda civics were sold in the US in 2021, and over 43,556 civics have been sold in
Canada in 2021.
Honda assembles the Civic models it sells on the US market right there in the country. Some Civics sold
in the US are imported from Canada since they have bigger factories there. (motor and wheels)
Does it vary across different target markets?
The primary target audience for the Honda civic is both men and women ages 18 to 34. (media plan 2)
Since 2011, Civics is the No.1 vehicle among millennial buyers. It is also captured the Most Gen z Buyers,
first-time buyers, and multicultural buyers in the industry for six years. (prnewswire)

List the types of marketing channel members that are partners in delivering the product to the
end user along with their associated value they bring to the value chain.
The distribution for the Honda Civic starts in the production area, which then moves on to the wholesale
distributor, which then goes on to a retail distributor. Honda has plenty of factories where they create
their cars which then end up going to their dealerships where they sell to customers. Since they create
all of their cars and distribute them themselves, they can benefit from all the profits and don’t have to
pay any extra fees and costs. They have dealerships as a form of their retail channels.

Describe the channel of distribution used for the product (direct/indirect, # of levels).
The channel of distribution is direct because consumers can buy from dealerships from Honda or can go
online to buy cars from their website.

Identify and explain the distribution strategy your company employs: exclusive, intensive, or
selective.
Honda's distribution strategy for their cars is mainly exclusive because you can buy the car in one of the
many dealerships they have. Only Honda dealerships sell Honda Civics but there are certain times where
you can find a used cars in different dealerships. The distribution strategy if mainly exclusive distribution
where their cars can be bought from the dealerships themselves.
“We sell Hondas in 30 countries across Japan & Asia Oceania, 38 countries in the Americas, 46 countries
in Europe and 36 countries in Africa and the Middle East” (Honda)
Honda has over “1,071 HONDA dealerships in the United States as of October 10, 2022” (scrape hero)

Evaluate the value delivery network’s effectiveness and efficiency in reaching their target and
note any key issues/opportunities.
Since the Honda Civic is one of Honda's most popular cars, it can be found in almost all of their
dealerships. Having so many dealerships to distribute their cars shows that Honda has a very strong
distribution strategy for their civics. By also having the consistency of having the distribution of their
cars at the companies' dealerships, customers know where to go where to go in order to find a Honda
product. Since Honda civics is one of their most popular models, they can be found in almost every
Honda dealership. People that want Honda civics would know exactly where to find them.
https://motorandwheels.com/where-are-civics-made/
https://www.goodcarbadcar.net/honda-civic-sales-figures/
http://nebula.wsimg.com/6bd6eb41e229c280b6d2e961924bdd2d?AccessKeyId=03DD681A31FE6CCEA5
DA&disposition=0&alloworigin=1
https://www.prnewswire.com/news-releases/civic-leadership-honda-civic-is-americas-best-sellingretail-passenger-car-for-6th-straight-year301477933.html#:~:text=Since%2020113%2C%20Civic%20is,the%20past%20six%20years4.
https://www.honda.co.uk/cars/world-of-honda/present/honda-in-the-world.html
https://www.scrapehero.com/location-reports/HONDA-USA/
Promotion- Amin
Use this section to assess your product’s promotional strategy and comment on its efficacy in nurturing
customer relationships and alignment with your brand’s Product Life Cycle (PLC.) Identify and briefly
explain the stage of the PLC that your product or service is currently in.
The Honda Civic is mainly at maturity stage with their most popular model. There are newer models
being created each year and different types of models are being introduced. There are the classic Honda
Civic sedan and Honda Civic hatchback model. Each of these models are still in production and they are
newer models being made every year. The Honda Civic has three main features on its cars. Honda Civic
has the Advance, Sport, and elegence featrures on their newest models. The elegance model has “A
practical, comfortable hatchback with the latest technology.”(Honda) The sport model “A sporty design
with premium features such as a led foglights” (honda). The dance is a “Littlele more luxury and style.”
(honda)
Identify the media is being used to promote your product and comment on why you think it’s being
used. What is the timing of your media and promotional campaigns – is it seasonal, constant, other? If
your product uses advertising, comment on the form of ads being used – are they informational, image,
comparative, testimonial, etc.
Honda has an aggressive promotion strategy that varies from Television advertisements, newspapers,
and magazines. Their promotion campaigns tend to be constant with their models till they develop a
newer model. They tend to get new models every year.
In this example of one of their advertisements on one of their older models, they use an informational
and image style of on their car. They provide a lot of information on how the car could possibly be
considered a sports car. This relates to the consumers emotions by agreeing to their statements on the
car being possibly considered a sports car.
1982 Honda Civic GL
Provide details of the
promotional mix used by
your company – how does
your company ensure
consistency of the message
across different media?
Select a noteworthy current
advertisement or
promotion for your product,
explain the core message of
the ad or promotion and
comment on its success (or
not) in engaging your target
audience (end user).
Say YES to the all-new 2022
Honda Civic
In the appendix, show 3 examples of your product’s or service’s current advertisements (or major
promotions) via screen shots and provide a brief explanation of the ads you’ve chosen. Provide a link to
the ads, if you can.
Part 3: Your Recommendation
You are the marketing experts for your company. Your CEO wants your recommendation for your
company’s product or service as you approach 2023 and beyond. What does your team recommend for
your company’s product or service? Stay the course? Do something different – if so, what?
This section of the paper is critically important, worth 10% of the final grade for the paper. Apply your
learning from your analysis to your recommendation. Think big. Be persuasive in your recommendation.
Support your recommendation with “reasons why” and cite evidence and facts, if possible. Remember
to cite your sources.
Paper Format-Requirements
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Due Date: Tuesday, October 18, 2022, by 11:00 PM ET
Save your paper in a Word doc as: TEAM#.MKTPAPER
Submit on Turnitin
Peer Evaluation: due by Friday October 21, 2022, by 12:00 PM ET. Post as assignment.
Cover Page: Include: Company and product, company logo, assignment title, GB 214 FA2022 Section 15,
date of submission, team members (first name, last name) in alphabetical order and team roles (see
Team Contract.)
Paper Parameters:


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Page Length – up to 10 pages maximum for narrative (not including cover page, works cited
page, and other attachments).
Number pages —do not include page numbers in the appendix
Font Size – 12 Point
Margins – 1”
Line Spacing – 1.5
Outline: Please follow the outline below as a template for your paper. This format is required. (There
will be a 10-point deduction if the paper is not properly formatted.)

Part 1: Situation Analysis
Industry
Industry Snapshot:
Prior to the outbreak of the COVID-19 pandemic, the Car and Automobile
Manufacturing industry in the United States suffered from steadily declining revenue year over
year. Due to supply chain issues caused by the war between Russia and Ukraine, trade tensions
with China leading to possible increased costs of production, and employee lockdowns in
factories from the pandemic, the industry’s revenue suffered more severely in 2020 and 2021
than the previous three years of decline (cite). However, the new fiscal year “includes an
anticipated 5.5% increase… following pandemic lows” where consumers shift their interests
toward environmentally friendly, fuel-efficient compact cars and hybrids
(https://my.ibisworld.com/us/en/industry/33611a/industry-at-a-glance#key-statistics-snapshot).
Currently, midsize sedans such as the Honda Civic account for 42.0% of industry revenue, and
that share is expected to grow in coming years
https://my.ibisworld.com/us/en/industry/33611a/products-and-markets#products-services. Within
the $104.2bn industry, Honda Motor Co Ltd. holds the second largest market share behind
Toyota at 12.69%. Despite increasing competition, Honda’s large, continuous investment into
Research and Development allows them to maintain their large market share and dominance in
the industry. As the pandemic comes to an end and the devastating effects begin to fade, the Car
and Automobile Manufacturing industry will begin to adapt to consumers’ desires for an
affordable, fuel-efficient, and overall smaller vehicle, which greatly caters to the current
production track of Honda’s cars in the coming years.
https://my.ibisworld.com/us/en/industry/33632/about
Customer
Company
Context
Collaborator
Competition David

Part 2: Marketing Mix
Product/Price James
Price Strategy
Describe your company’s pricing strategy for your product. Include the following in your assessment in
this section:




Describe the pricing strategy that your company is using. Are price promotions part of the
strategy? Are there variations in pricing?
Describe the list price and any additional costs of the product.
Create a pricing table showing your price and the pricing of the competition. Insert in the
appendix.
Consider the current pandemic and economic situation – how does this/will this impact your
company’s pricing strategy?
The Honda Civic product utilizes an optional-product pricing strategy where the car itself has a base
price with possible upgrades that have additional costs. However, the Civics possess their own
product line pricing with an LX model, Sport model, EX model, and Touring model. These models give
the Civic better product depth as they offer cars with varying comfort, performance, and power. As
many Honda Civics are purchased through car dealerships who remain in competition with each other,
there is variation in pricing and financing as well as negotiation between the vendor and buyer as
consumers search for the best price on a large purchase. However, the base model 2022 Honda Civic
has an MSRP of $22,350. On top of the base model, there is a $420 All-Season Protection Package with
element protecting gear, a $1,452 HPD package to add a motorsport look, larger 18-inch Black Alloy
Wheels for $1,708.
CITE
MSRP Price
2022 Honda
Civic
2022 Toyota
Corolla
$22,350
$20,425
2022 Honda
Accord
$26,520
2022 Mazda3
$21,150
2022
Volkswagen
Jetta
$20,365
Although the pandemic and current economic situation may effect the price due to supply
chain issues that raise production costs or wait times and provide an unstable labor force,
the pricing strategy for the 2022 Honda Civic will remain the same. Most car models
branded as fuel-efficient and affordable follow optional-product pricing and product line
pricing for minor quality of life upgrades. Therefore, macroeconomic factors will leave
Honda’s pricing strategy unchanged in the future as their current method proves
successful and adequately caters to their target audience.
Product Strategy
Describe how your company creates value with your product. For example, consider the following in
your assessment in this section:



Core Product: Describe the main features of the product. What customer needs and wants are
being fulfilled?
Value-add Product: Describe the secondary or supplemental features of the product (ancillary
services, warranties, benefits, packages, etc.) that are designed to help fill the customer needs
and wants and explain why these are important.
Brand Personality: Describe the brand personality of the product/company. How does this brand
personality connect with the target market? What are the brand attributes that are most
relevant and valuable to the consumer?
As for the 2022 Honda Civic, the core basis of the product is an automobile that transports individuals
to different places. From a value-added perspective, Honda Civics provide a cost-effective, fuelefficient sedan vehicle that provides comfort and high safety ratings to customers. Thus, the Civic
serves consumers searching for a safe car that requires little maintenance and will save them gas
money on the road. Whether it be Honda motors, motorcycles, or automobiles, Honda prides
themselves on reliability and long-lasting products at an affordable price. Honda Motor Co. knows
they are not a luxury brand, so they use their brand personality to attract consumers searching for
automobiles at an affordable price. Rather than focus on class or appearance, a Honda Civic’s brand
attributes include extraordinarily high fuel-efficiency compared to competitors along with a
reputation for not needing costly maintenance regularly. As a result, Honda recognizes their target
audience is consumers prioritizing affordability, and Honda highlights the Civic’s brand attributes to
appeal to these desires.
Positioning Strategy
Your new CEO is still learning about your product, its competitive advantages and what makes it
appealing and unique to the target market.

Briefly describe the Positioning Strategy for your product. What’s distinctive about your product
that is not readily available elsewhere? What does your product possess that can’t be duplicated
by your competitors? What is the USP (Unique Selling Proposition) for your product? Your USP is
the singular attribute that your product “owns” in the market and chooses to promote and
advertise as your core differentiator.


Create a “perceptual map” (see Chapter 6 in the Marketing textbook) in the appendix to
illustrate how your product is positioned in the marketplace compared to the competition.
Perception maps show how a product and its competition are perceived in the minds of
consumers. In a perceptual map, two dimensions (e.g., price and orientation) are used along
with market share size as a function of relative market share of the product and competition to
indicate relative placement.
Synthesize your discussion about positioning into a summary explanation in this section of the
paper. Use the appendix for the Perceptual Map.
The 2022 Honda Civic’s aims to provide a high-quality produce at a low price to produce a great-value
produce for consumers shopping based upon affordability and reliability. Additionally, by juxtaposing
the promotion and place marketing mix variables, Honda Civic seeks to prove a wide distribution with
heavy promotion to create a mass-produced car that dominates the market share. With this strategy,
no other produce can match Honda’s mass distribution capabilities and high fuel-efficiency at such a
low price. Honda’s Unique Selling Proposition is: For individuals seeking high-quality sedans, Honda
Civics offer an eco-friendly vehicle built with the future in mind. Unlike its competitors, the Honda
Civic exists as a cost-effective family car that makes a positive difference on the environment and
consumers around the globe.
https://rockstarsbm.wordpress.com/2014/11/23/perceptual-maps/
Place
Promotion

Part 3: Recommendation – Katie

Appendix – Reference list, support material as required