Akamon Management Review
Online ISSN : 1347-4448
Print ISSN : 1348-5504
ISSN-L : 1347-4448
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Volume 9, Issue 11
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Research Note
  • Honda’s two-wheeled vehicle business strategy in ASEAN
    Strategy innovation and the introduction of low-cost models and product
    Tomofumi Amano, Junjiro Shintaku
    2010 Volume 9 Issue 11 Pages 783-806
    Published: November 25, 2010
    Released on J-STAGE: February 25, 2018
    DOIhttps://doi.org/10.14955/amr.091101
    JOURNAL FREE ACCESS
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    This case reviews Honda’s ASEAN market expansion of two-wheeled vehicles. As a result of competition with China’s two-wheeled vehicle manufacturers, Japan was faced with a large decline in its market share in the year 2000 in China as well as in Vietnam. Faced with such a predicament, Honda introduced broad changes to its product strategy, such as expanding local development functions from the original Japanese model of CKD production, introducing low-cost models targeted the ASEAN market, and developing a wide range of localized strategies. The introduction of low-cost models significantly contributed to the increased market share and the company was able to develop a competitive edge over lower-quality Chinese vehicles, resulting in the long-term expansion of the two-wheeled ASEAN market.

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Multinational Enterprises Workshop Report
Monozukuri Travelogue
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