Honda Lumière

Noorsyazwani Azri Binti Zulkifli Eka Bin Yusri Muhammad Sobri Bin Kassim Safiah Binti Mohd Din @Rahim Abdullah Bin Ali

Honda Representatives

Honda Motor Co., Ltd. (Honda), incorporated on September 24, 1948, develops, produces and manufactures a variety of motor products, ranging from small general-purpose engines and scooters to specialty sports cars.

Background of Company

Honda conducts its operations in Japan and worldwide, including North America, Europe and Asia. On March 22, 2011, the Company completed the selling of all its stake in Hero Honda Motors Limited to Bahadur Chand Investments Pvt.Ltd. and Hero Investments Pvt. Ltd.

Background of Company

Its passenger car models include Legend, Accord, Inspire, Civic, Insight, City, Acura RL, Acura TL, Acura TSX and Acura CSX. Its minivans, multi-wagons and sport utility vehicle brands include Elysion, Odyssey, Step Wagon, Stream, FREED, FR-V, Airwave, Fit/Jazz, Partner Pilot, Ridgeline, CR-V, Element, Crossroad, CR-Z, Acura RDX, Acura MDX and Acura ZDX.

Background of Company

Lumière is a French language for light. used the french technology combining the

Honda technology to design this product.

Product Name and Prototype

Prototype and design

Front view

Rear view

Internal design

How the solar works?

- absorb sunlight from the sun - convert the energy from the power trackers to batteries. - The batteries will supply power to motor controller - motor controller will move the wheel. - the solar panel will absorb some energy while the car

exposed to the sunlight. - the solar panel in the roof will absorb the energy until the

limit of the array.

- The cell will be combined together and it is called module.- The module will merge together and it is called solar array. - This array will be placed at the roof of the Lumie’re .- Multiple modules can be wired together to form an array. - the larger the area of a module or array, the more

electricity that will be produced.

Demographic Segmentation Psychographic segmentation Geographic segmentation

Market Segmentation Strategies

Middle-age consumer Middle-class and upper-class consumer Urban residents

Targeting

Tagline: The Power of Dreams Brand name: Honda Lumière Features:

◦ Environmental technology◦ Compact◦ Affordable

Market Positioning

Branding

Branding is the process involved in creating a unique name and image for a product in the consumer’s mind.

That is why Lumière is been generated. The uniqueness of Lumière can be easily

placed in consumer mind. People are usually attracted to item that are

unique and different from others

Lumière

This name are also been given to the car’s identity that is different from others.

The main uniqueness of this product is the product been generated by solar which is come from sunlight.

The word ‘light’ can speak itself to keep in consumer’s mind that this car are generated and operated by sunlight which is solar power.

‘Lumière’ has given two message about their intention, which is the car are generate from sunlight (solar) and the other information is this car is from the French technology.

Lumière = Light

Honda popular with their advancement in technology.

this slogan will gain attention from prospect through our advancement in technology and also can deliver the message that our product is totally new to the market in term of the new technology.

Distribution Strategy• Independent retail dealers throughout

Japan• Through retail dealers• Honda Lumière in Malaysia we use indirect

channel• To local wholesalers and retail dealers• Some components used in the production

of these vehicles are supplied locally

1) Showroom- distribute the cars in the showroom at the

most visited branch of Honda.2) Test Driving- We show [consumers] how the technology

works.3) Special authorizes dealer and distributor

Retailing Concept

1) Advertising- We published in media such as television,

internet and also newspaper.2) Sales promotion- We provides after sales service for our

customer after a period of one year for free services.

3) Public Relation- We do a press release of the car, as we do

the exhibition for public to aware for the benefit features of our cars.

Promotional Strategy

Honda experiencing economies of scale High volumes per model Marketing skimming pricing Low price sensitivity

Pricing

INTERNAL FACTORS

• strive to improve and ultimately developing distinctive competitive that can provide the firm with competitive advantages over other giant car manufacturers such as Toyota, Hyundai, and General Motors.

• As part of social corporate responsibility, the firm's corporate image is seems to be favorable due to the concern about the impact of automotive industry into global warming and environmental destruction.

• The firm is the first mover in manufacturing fuel-energy efficiency car by launched Honda Insight in 1999. However, only this time, Honda wants to commercialized Lumière solar car which is being powered by solar array panel from sunlight.

MANAGEMENT

to optimize the performance of principal functions; production and operation, research and development (R&D) and also marketing.

automakers are compete in term of production efficiency and technology features in their products and thus they must be keep updating technology used in the industry.

Although the technology is very costly but imagine the energy efficiency the car bring to the car user by using renewable energy.

MANPOWER AND FACILITIES

The solar panel material used in Lumière is depend on solar ray which consists of hundred of photovoltaic solar cells or commonly known as PV cells, in order to convert sunlight into electricity.

Besides that, the car model use gallium arsenide solar cells with energy efficiency around 30 percent.

In overall, the car design and material is used still the same as normal conventional car with different unique features.

MATERIAL

the investment for research and development is needed in order to produce innovative ideas for better environment and eco-friendly despite for better return on investment.

Honda is one of the leading automakers in the market that is committed and has large profit in term of sales and revenue and thus the budget for hybrid fuel-energy car is increasing from year to year.

MONEY OR FINANCIAL BUDGET

EXTERNAL FACTOR

Many developed countries have own action plan in order to reduce the effect of global warming.

For example, Kyoto Protocol. Germany and Spain enacted an act that is

encourage to promote fuel energy efficiency car.

POLITICAL

Consumer are aware and willingly to pay products that are eco-friendly and save cost.

Influence their purchasing decision in order to reduce the amount of green house emissions

The car is use renewable energy that is more efficient and save cost without producing disposal waste.

ENVIRONMENT

Revolution in technology, in example for solar car, which is use alternative renewable energy have made it more attractive to the consumer.

According to recent studies, demand for cars with the lowest carbon dioxide emissions is rise about 59 percent in EU and for other regions in the world.

The importance of hybrid solar car that can replace the conventional car with better energy efficiency and environmental friendly.

TECHNOLOGICAL

Currently, the lifestyle of consumers are seeking for renewable energy efficiency car with better and longer performance.

The global demand for eco-friendly cars expected to rise in the future and the trend reflects concern about the impact of conventional cars on global warming and the shortage of oil and natural gas make the electricity car is one of the alternatives to sustain the environment and reduce global warming effects.

SOCIAL

SWOT ANALYSIS

a distinctive competitive advantage that differ Honda’s product with competitors product offering.

Most of the rival automakers such as Toyota produce electricity cars that used plugged-in electric.

Using solar PV cells that convert sunlight into electricity and have storage battery pack which save more cost and environmental friendly.

Car compact design means better energy efficiency, low maintenance cost ,suitable for Asian region market and teenage market segmentation compare to sedan design for Toyota Prius.

STRENGTH ANALYSIS

Generally, electric cars are expensive than gasoline cars due to the additional cost of their lithium-ion battery pack.

The limited travel range and endurance and also longer recharge time compare to fossils fuel car.

differences in controlling electric car because of difference engine system than gasoline engine car make electric cars are less attractive.

WEAKNESSES

The shortage of oil and natural gas and high awareness about environment sustainability make the solar car is an opportunity to adapt new automotive revolution.

Reduce reliance on petroleum and natural gas because of price instability.

the expected rise in profitable demand of electric car in the future and currently is in introductory stage of product life cycle.

Spend more on advertising and promotion for product awareness.

OPPORTUNITIES ANALYSIS

hydrogen fuel which is also efficient and effective energy car which is possess several attractive values.

public awareness about hybrid car is still low due to majority of consumers are prefer to use gasoline cars.

Use marketing promotion to promote value added in Lumiere.

THREATS ANALYSIS