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Honda began in 1946 when Soichiro Honda established a Honda Technical Research Institute. It incorporated in 1948. The head office moved to Tokyo in 1952 and the following year Yamato Factory (now Saitama Factory Wako plant) was established.
With continued growth, Honda established its first overseas subsidiary, a motorcycle marketing company, in the US in 1959.
Honda gradually strengthened its presence in Europe after 1961, when it became the first Japanese motorcycle maker to establish a subsidiary in Germany. The foundations of Honda’s business in South America were also laid in the 1960s with the arrival of the company’s motorcycle business in the region.
In 1963, Honda constructed its first overseas manufacturing facility, a plant for small motorcycles in Belgium. The company continued to expand domestically and internationally, and by 1980 Honda had achieved annual unconsolidated net sales in excess of one trillion Yen.

In 1982, Honda became the first Japanese automaker to manufacture a passenger car in the US. Further expansion occurred in 1993 when Honda
signed a business agreement with Isuzu Motors for product complementation.
The year 1997 was the first year in which a Honda model, the Civic was manufactured and sold in Brazil.
During 2000, the company established Honda South America, a full service company catering to the expanding South American market. The subsequent year, a new subsidiary called Honda Motorcycle & Scooter India was set up and its first 100cc scooter, the Honda Activa, rolled off the assembly line. In July Honda began conducting fuel cell vehicle testing on public roads in Japan. November saw the establishment of Honda Motorcycle Korea, a subsidiary for motorcycle wholesale and retail sales in Korea.

VISION AND MISSION HONDA MOTOR CORPORATION

VISON
To Be A World Class Manufacturer Of Small Engines and Components Products by 2010

MISSION
Delighting Customers, Associates, Society and sHareholders (CASH) through
• Best Value Products
• Excellent Practices
• Safe and Harmonious Environment
• COntinuous Growth
• Positive Corporate Image

ANLYSIS SWOT HONDA MOTOR CORPORATION
Honda is changing the vehicle market as we know it, by making a vehicle that emits water vapor. Honda’s FCX Clarity fuel cell car is the new breed for green cars. This car has some similarities to hybrid, but nothing compares to its new fuel source hydrogen. Besides hydrogen it runs with an electric motor that generates electricity to the fuel stack and a lithium ion battery. The lithium ion battery serves as a supplemental power source. The lithium ion battery charges up while braking and decelerating. Some questions might arise when thinking about this new fuel cell vehicle, like what makes this car better than the other hybrid cars? What are the Honda FCX Clarity strengths, weaknesses, opportunities and threats?

Strengths
One of the biggest strengths about this new fuel cell vehicle is that it emits water vapor and is designated as a Zero emission vehicle (ZEV). The environmental protection agency (EPA) has given this vehicle the lowest possible emission rating. It also can be driven up to 280 miles before being refueled with hydrogen. FCX Clarity is achieves an energy efficiency of 55% which is twice the energy efficiency of the hybrid vehicles and three times the efficiency of regular gas vehicles. Since FCX Clarity is more energy efficient it has been one of the first fuel cell vehicles to receive certification from the EPA and the California Air Resources Board. Unlike the hybrids the FCX Clarity doesn’t need to be plugged in to be charged up and there is no need for regular gas.

Weaknesses
One of the few weaknesses for this fuel cell vehicle is its limited availability in the United States. Southern California and Japan are the only two areas where this new vehicle is available. Honda plans to release around 200 vehicles in 3 years in California and Japan. Honda believes that this new fuel cell vehicle will be able to be mass produced by 2018. I think this is one Hondas biggest downfall is the limited release and so few refueling stations.

This car is a little small it’s only able to carry four people. The cost of the FCX Clarity is about 600 a month on a 3 year lease. It seems a little steep for someone who is middle class to afford that payment. Not anyone is California will be able to lease this new vehicle. These people who are selected live near the refueling stations and they make a limited amount of commutes.

Opportunities
Honda has many opportunities with this new fuel cell vehicle. First off Honda is designing a home refueling station. No more worrying about going out and getting refueled at the pump. Home refueling stations will elevate the stress at the pump. Also, Honda could make this fuel cell vehicle a household name and market this vehicle all over the globe. Honda just needs to get out there to show off their new vehicle. Honda is starting to market the new fuel cell a little bit. Honda has just released the FCX Clarity for Japan.

Threat
Basically Toyota and GM vehicles are Hondas biggest threat. With so many new hybrids and small gas efficient cars, this creates a problem for Honda. Another threat is Chevrolet. Chevrolet has developed a fuel cell SUV “the Equinox” and it has already arrived at New York City, Washington D.C. and Southern California. With this being said, it becomes a race between Honda and Chevrolet with the new fuel cell technology. How would the new fuel cell FCX Clarity size up in popularity? The lack of mass production and refueling stations, Honda won’t have a chance.

I think Honda has come up with a good concept car with its new fuel source. The new fuel source needs to be researched further before they should market this vehicle. This car is for people who are willing to go green and have the money to do it. The whole problem is making this car available to the public and easily accessible.

On the other hand Honda has a comparative advantage because of their home refueling station. There is no other vehicle out there that you can just plug in and refuel at home. Hybrid vehicles rely on battery and gas to run. You have to plug the hybrid in to recharge the battery.

STRATEGY HONDA MOTOR CORPORATION
The American Honda Motor Company was established as a subsidiary by Honda in 1959. During the 1960’s the type of motorcycles brought by Americans underwent a major change. Motorcycle registrations increased by over 800,000 in five years from 1960. In the early 60’s the major competitors were Haley - Davidson of U.S.A, BSA, Triumph and Norton of the UK and Motto - Guzzi of Italy. Harley-Davidson had the largest market share with sales in 1959 totalling a6.6 million dollars. Many of the motorcycles produced were large and bulky and this led to the image of the motorcycle rider as being one who wore a leather jacket and went out to cause trouble.

The Boston Consulting Group ( BCG ) report was initiated by the British government to study the decline in British motorcycle companies around the world, especially in the USA where sales had dropped from 49 0n 1959 to 9 0n 1973. The two key factors the report identified was the market share loss and profitability declines an the scale economy disadvantages in technology, distribution, and manufacturing. The BCG report showed that success of the Japanese manufacturers started with the growth of their own domestic markets. The high production for domestic demand led to Honda experiencing economies of scale as the cost of producing motorbikes declined with the level of output. This provided Honda to achieve a highly competitive cost position which they used to penetrate into the US market. ” The basic philosophy of the Japanese manufacture is that high volumes per model provide the potential for high productivity as a result of using capital intensive and highly automated techniques. Their marketing strategies are therefore directed towards developing these high model volumes, hence the careful attention that we have observed them giving to growth and market share.” (BCG p.59 ).
Honda strategy was strength on technology which based on Sochiro Honda a visionary inventor should be the newest one and always one step before competitors.
Generally Honda strategy was minded /focused in long term perspective:
• Company was investing in productivity more then the actual needs just to be sure that They can /will grow faster than competition and that They can follow market potential if needed ( for example when Honda start selling 50 cc motorcycle in the same time invest as well in a highly automotive plant with a capacity 10 times in excess of demand)
• They were investing in products and development- research program - based on that Honda establish Honda Technical Research Institute. One of the most important concept of R&D / development phase was establishment max. time between conception and production - it was establish on 18 months. Additionally Honda reported to have a ,, cold storage,, - storage of new products which could be implemented in production in any market needs occurred. Honda become the most innovative company in whole motorcycle industry -company which lead changes and create/ identify new untapped market segments.
• Honda followed principle of developing market step by step. They didn’t want to growth rapidly in short term but prefer to take over control market region by region
More over above Honda Management new that even having the best product without selling and distribution network They will failed that is why Honda was ready to have short term losses in order to build up mention networks. Knowing clients needs Honda :
• Offer a multiproduct line
• Took leadership in product innovation
• Exploit opportunities for economies of mass production