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Corporate Strategies Case Study
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
OR
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
