Marketing Case Study Honda 26
(Quoted from Japanese Marketing Case Study98)

AI will replace the human behavior with data-driven network and direct attentions. In some decades ago, we have invented worldwide web and expanded into our lifecycle. Now, take it for granted to make use of mobile Internet and social media alternative communication that we have carried out face to face in past days. In near future, cars identified each mentality and judge it by their own.
Honda experienced hardships during declination of sales in 4 wheel market. It was not fitted with customer demand and market need, too focused on advanced technology, rather, usability. To upset situation, assemble new team association and management to monitor quality and sophisticate business insight. Air pollution is also big problem these days happening.
General Welding Machine

In order to build up mass production, Honda projected to establish original welding machine. As no one savvy technician, all members devoted to read foreign textbook to invent themselves. In conclusion, developed the machine superior to past ones and validate accuracy with complicated press structure.
Customer insight

Honda was strictly focusing on automobile technology, rather than customer demand and usability. Lack of synthetic prospect for 4-wheel automobile markets, hampered their sales opportunities with excessive advanced functionality. In the meeting, disclosed all issues on the table and contemplate with matters.
Team Development

To control advanced development, adopted alternative process from ever-managed by Soichiro-Honda to renewed team operation. In the rules, separate development and research, market-in prospect, set the purpose and goal, team management, step-by-step evaluation, technological assessment.
Muskie Act

In mid-1960, elimination gas issue comes out public and government regulates matters with automobile makers. In 1966, strictly ruled with new yields under 3% of CO, except for small car. And in US, federal government set some regulations, at 1970, Muskie, Upper House Member, submitted renewal cleanness proposal.
Air Pollution Research

As new trial, Honda associated members to research laws of air pollution in US and gather data for export. It was first experiences with all researchers, never detect factors except for CO, therefore cooperate with GM, Ford, Chrysler, and some official center to collect information. Establish measurement and standard from scratch.
(Quoted from Japanese Marketing Case Study98)
