Honda Power Products: Ensuring the Future of a Leading Brand in a Turbulent Market

Honda Power Products: Ensuring the Future of a Leading Brand in a Turbulent Market

Department

El Khazendar Business Research and Case Center

Abstract

The International Commercial and Industrial Investment Company, S.A.E (ICII) is a trading company specialized in high-end power products and construction equipment. Honda power products accounts for almost 25% percent of the company’s sales. Since the introduction of Chinese products into the Egyptian market, Honda sales have been increasing, however at a decreasing rate. ICII is facing a number of challenges related to Honda’s decreasing market share. The main challenges are configuring a marketing strategy to ensure its viability in a turbulent market and selecting growth alternative that ensures its sustainability in light of the changing market conditions.

Publication Date

2011

Document Type

Book Chapter

Book Title

Cases on Business and Management in the MENA Region: New Trends and Opportunities

ISBN

ISBN139781609605834

Publisher

IGI Global

City

Cairo, Egypt

First Page

232

Last Page

242

Keywords

Honda Power, Market, Egypt, marketing strategy

Honda Power Products: Ensuring the Future of a Leading Brand in a Turbulent Market
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