New marketing strategy for Honda in facing urban lifestyle era

Putra, Fransisco Hendra (2005) New marketing strategy for Honda in facing urban lifestyle era. Bachelor thesis, Petra Christian University.

Abstract

In this paper: the most important element is the marketing trends and strategies used to gain and develop the Car market in the automotive industry in recent years. The writer using qualitative approach where the primary data derived from the direct observation or secondary data collecting had been used a lot in this research. The research itself in overall could be said as causal research. The writer had defined the problems using exploratory research (preliminary objective) and literature survey in order to formulate the hypothesis to the result. From the research that had been conducted, the writer concluded that Urban Lifestyle era which is developed to the existing of the Modification trends from abroad should be maintain and used by the Honda Dealer to gain success in competing with the competitors. The most important aspect on the strategy is by creating place for the customer?s of Honda Dealer who is developed in urban lifestyle era. The main result that provides answer to research problem is creating new marketing strategy that can match with the changing culture of the customer. The writer will focus on the knowing the customer needs and want, not from the mind but from the heart.

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