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Honda in America

Honda in America. Honda’s entry into the US Market Intended strategy Large (305cc) motorcycles Existing distribution channels Current motorcyclists as target market Emergent strategy Honda Cub (50cc) New channel (Sears, sporting goods stores) Non-riders as target market The role of luck

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Honda in America

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  1. Honda in America • Honda’s entry into the US Market • Intended strategy • Large (305cc) motorcycles • Existing distribution channels • Current motorcyclists as target market • Emergent strategy • Honda Cub (50cc) • New channel (Sears, sporting goods stores) • Non-riders as target market • The role of luck • Sear’s buyers • Student project

  2. Deliberate strategy Intended strategy Emergent Strategy Mintzberg’s model Emergent strategy

  3. Examples • Intel’s exit from DRAM • Intended strategy • “Intel is the memory company” A. Grove, c 1984 • Emergent strategy • Rule – access to ‘fab’ capacitybased on profitability of the product line • Though volumes were small, 8086, 80286 accounted for 60% of Intel’s profits • Deliberate resource allocation v.s. “Autonomous strategic behavior”

  4. Some words of caution • “The more I practice, the luckier I get” • Gary Player, professional golfer • “(In the fields of observation) chance favours only the prepared mind.” • Louis Pasteur, microbiologist, 1845

  5. SJSU Washington Square

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