Impact of different strategies on customer Satisfaction: Case Study

of Honda

Contents
Introduction..................................................................................................................................4
Research Rational....................................................................................................................4

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Aims and Objectives....................................................................................................................5

Research Questions..................................................................................................................5
Critical Literature Review............................................................................................................6
Theoretical /Conceptual frameworks.......................................................................................6
Research Methodology................................................................................................................7
Research Design.......................................................................................................................7
Research Context.....................................................................................................................7
Procedure.................................................................................................................................7
Methods for data collection.....................................................................................................7
Methods for data analysis........................................................................................................8
Discussion....................................................................................................................................9
Research Limitations...............................................................................................................9
Provisional work schedule.........................................................................................................10
Reference List............................................................................................................................11
Bibliography..............................................................................................................................12

Abstract
Overall aims and missions are defined under the strategic plan of the company. For each level
of management the company first makes their statement of vision and mission in strategic

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planning and then the mission is converted into comprehensive supporting objectives. On the
basis of the strategic planning, strategy of marketing in made. A balance should be made
between the marketing strategies and objectives of organization.
The purpose of this study is to make possible and focused marketing strategic approach so that
HONDA can compete with other organizations. Data is gathered from interviews and
questionnaire for this cause and to suggest appropriate marketing plans, the gathered data is
then analyzed in Statistical Program for Social Scientists. Certain limitations like resources
and time will be the subject of this policy as shown by the results of the study.

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Introduction
Research Rational
To make worthy customer relationship and values for the customer is the main goal of
marketing strategy which means that the customer stands at its center. A company can get a
profitable association and makes values for the customer via marketing policy. A decision is
made through targeting and segmentation by the company for the customer it will serve and
the way by which it will serve them is done via positioning and differentiation. The overall
markets are recognized who dissociates it into parts on the basis of psychographic and
geographic etc. categories. The company chooses the most beneficial segments after this
categorization and concentrates on customers satisfaction. This process of targeting and
categorization is helpful in making marketing policies.
Since 1959, Honda is considered as the world's largest motorcycle maker and is the sixth
largest automobile manufacturer in the world. Each year this company is making more than 14
million internal combustion engines and is among the world's largest maker of internal
combustion engines by volume. Honda became the second largest Japanese automobile
manufacturer by surpassing Nissan in 2001. In August 2008, Honda became the fourth largest
automobile manufacturer in the United States by surpassing Chrysler.
In 1986, Honda released a dedicated luxury brand named Acura and was the first Japanese
automobile manufacturer which released this brand. Honda also makes marine engines, power
generators, personal watercraft and garden equipment aside from their core motorcycle and
automobile businesses. Honda released their ASIMO robot in 2000 as the company has been
taking part in the research of artificial intelligence/robotics since 1986. In 2004 with the
establishment of GE Honda Aero Engines, they have also ventured into aerospace. In 2012
the Honda HA-420 Honda Jet was scheduled to be released. About 5% of its revenue is being
spent into R&D by Honda.

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Aims and Objectives

Following are the aims and objectives of current study:

To look into the present marketing policies of HONDA that how HONDA Company is
being helped in comparison to other companies? In this study our main objective is
getting more profit by customer satisfaction. We will compare various rival companies
in order to know that how these firms are progressing by means of providing

satisfaction to customers.
To check the combined influence of marketing and advancement policies on the
business policy or HONDA. These strategies have great influence on business policy
of HONDA. Technological advances can further financial development because they
subsidize to the formation of innovative properties, new facilities, new occupations,
and new wealth. The request of technology can improve efficiency and the quality of
products.
To interpret the significance of marketing policies for HONDA. They begin through
security and mark proprietors impression harmless while travelling. Then they transfer
on to communal position and courage to impart a sensation of high class in Honda

owners.
To ascertain and present satisfactory appreciation for marketing executive and other
staff of sales and marketing to forward the main and supreme determinants of victory
after observing the outcomes of present study. If this study will produce significant

results then it is great contribution to previous literature available at HONDA.

To establish a policy in marketing solutions which have been selected by our research
and literature review both. In this study we establish a policy with help of our own
research. so that HONDA can defeat its regressive position in comparison to other

companies?
Basically this stud is about checking the influence of various strategies on customer
satisfaction. We conducted this research in order to know how customer satisfaction
can be enhanced by applying strategies.

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Research Questions
Research questions are

The impression of marketing policies on customer contentment to what extant?

Customer relation center is good for approaching customers. The main objective of this
center is to grip investigations from Honda consumers respectfully, undoubtedly, and
rapidly, transporting the similar high quality in Honda transportations as is originate in
Honda products.
The impression of other, than marketing policies on customer contentment to what
extant? Deliver respectable merchandises to our consumers with rapidity, affordability
and low CO2 discharges." as specified in Honda's 2020 idea, the Customer Service
Operations is struggling to recognize optimum facility processes in markets worldwide
to follow the importance objective of making and increasing purchaser joy universally
through facility.
How the different policies distinguish Honda from its rival? HONDA will compare
various reports and marketing strategies applied by rival firms. Company will use best

strategy through which we can enhance production and income of company.

The main question is about in what way HONDA can enhance customer satisfaction by
applying various marketing and advancement policies. This study provides a

comprehensive comparison of various rival firms and their implemented strategies.

In this study we conduct research on marketing policies. It is not a master level topic
because a company cannot get success without marketing and advertising.

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Critical Literature Review

According to the American Marketing Association, marketing is defined as "the way of
making plan and accomplishing the idea, pricing, advancement, and issuance of things,
services and ideas to make an exchange which contents the aims of persons and organization.
An assortment of policies is used by the marketers so that consumers can be guided about the
product information regarding how, when and where it can be used. The aim of marketers is to
convince the customers to purchase a specific product, goods or brand (Rao, Agarwal, &
Dahlhoff, 2004).
Marketing policies are considered successful when the consumers have a desire for a good. So
a marketer should be able to know about the likes and dislikes of customers. Moreover, the
marketers must have information regarding the customers that whom perceive as a credible
source of information and what information will persuade the customers to purchase their
goods. Some policies use particular health claims or statements that describe the advantages of
eating a specific food or using a specific product. While, some marketing policies use experts
(like doctors) or fictional celebrities and characters (Achrol and Etzel, 2003).

Theoretical /Conceptual frameworks

In this study, which is about impact of different strategies on customer satisfaction
independent variables are like brand image, product quality, service quality and advertising
expense while contentment of customer is a dependent variable in our study.

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Research Methodology
Research Design
The relationship between the dependent and independent variables will be investigated by the
use of questionnaires. Questionnaires are used to get primary data. If we have to get data on
qualitative variables then it is best techniques. Also questionnaire is basic tool to get
information about new variables and measures. Research design is a systemic way which
gathers and interprets data to explore the subject and getting the complete picture of current
study (Saunders et al, 2009). For conducting business research, design usually support to give
direction (Bryman and Bell, 2003).
Research Context
Research design is a systemic way which gathers and interprets data to explore the subject and
getting the complete picture of current study (Saunders et al, 2009). For conducting business
research, design usually support to give direction (Bryman and Bell, 2003). In designing the
research, two main types generally used are quantitative and qualitative. Qualitative data
means the data in words for analysis while quantitative research is usually used to collect data
in number. Both methods are important in calculating the reliability and validity of the
research. It is also called top down approach (Bryman and Bell, 2003).
Procedure
According the prescribed ethical worths of Northampton Business School, the research will
be conducted. There will be fair, objectively and lawfully judgment of all sources of
information.
Methods for data collection
Current study is quantitative in nature to check the significance of learning organization and
significance of the study in a company that is HONDA. Qualitative research delivers
implements for the company or stranger to a multifaceted communal system to describe its

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significant mechanisms and to expect and organize the effects of alteration throughout it. So
its important in learning organizations. A well-structured, tested, reliable and valid
questionnaire is utilized for that purpose and used to draw and extract beneficial information
regarding the presence of learning inside the HONDA, from participants. Basically it is kind
of primary study so questionnaire is developed to get necessary data on the research. By
making questionnaire we can get main aspect of data which are necessary to conduct research.
Methods for data analysis
One of the most used and important statistical programs is Statistical Program for Social
scientists (SPSS) which tests, codes and analyzes the data obtained from research work or
sample of the study. SPSS is used by the author in this study to check different ways which are
helpful to obtain the views of participants regarding the marketing policies of HONDA.
Because there is wider availability of graphs in this statistical technique so its beneficial. It is
also easier to fine statistical test which are used in various functions of analysis. It is much
faster and easier to interpret results.
The first step was to analyze the descriptive statistics I.e. to check the demographic
information like gender, age, education level, marital status and income level of the
participants. With descriptive analysis we can define that what is our data and what it shows
in results. These demographics are used in descriptive analysis to find data and conclusions.
Second step is to check the reliability and consistency of measurement scale/scale items. Third
step was to calculate the descriptive analysis of each statement and the responses of the
participants calculated via the mean and standard deviation of the response. The last step was
to see the association between the dependent and independent factors used by the author of
study. To understand the efficacy of each dependent factor and independent factor, the author
of the study used Pearson correlation method or technique.

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Discussion
As compare to the data obtained from the questionnaires and interviews, this chapter will
discuss the results of the research in light of the theoretical frameworks and reviewed
literature. It is expected that the outcomes are stable to the preceding research which was
conducted in the same way. Different data and methods are used in this research to get the
outcomes so there can be some differences. After the discussion of results, conclusions are
made in which the answers of the research questions are in accordance to the objectives and
aims of research study. It is expected that the results will spot more acknowledgement of
different policies and its influence on the contentment of consumers. In the given chapter the
significance of marketing policies are described for a famous company HONDA. The key
elements of marketing will be investigated and analyzed by the author of this study so that the
customers can know about the company with which they interact, gets their products, use them
and get to know about the products via their commercials. The current study will also analyze
the marketing policies in comparison to other companies.
Research Limitations
If the participants give inaccurate answers and limited data via being interviewed or
questionnaire then it can result into some anticipated limitations to the research. Respondents
didn't pay attention on the significance of measurement scale and the expected result was not
found as most of the participants were found busy. It is important for researchers to pay
attention in this regard and participants must give importance to the questionnaire of the
conducted study in future research so an expected outcome can be achieved.

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Provisional work schedule

The order of activities along with the estimated time needed for performance of every action in
any project is presented in a well-known method of planning called a Gantt chart. For a
research study the Gantt chart explains the required time and the undertaken activities in a
study.
Figure 1.0. Gantt chart
Activities

Time
1 2 3 4 5 6 7 8 9 1 1 1 1 1 1 1 1
0 1 2 3 4 5 6 7

Proposal preparation
Reviewing of Literature

Collection of data

Data entry
Analyzing the data
Explanation & results
Composing Final research

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Reference List
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Advertising, Promotion and Sales Force Activities Lead to Differentiation?, Journal of
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ofMarket Structure in New Repeat-Purchase Categories: The Interplay of Market Share
andRetailer Distribution, Journal of Marketing Research, 37 (February), 1631.
Parasuraman, Valarie. A.Z, Arvind, M. (2005)."E-SERVQUAL A Multiple-Item Scale for
Assessing Electronic Service Quality". Journal of Services Research, 7(10) pp. 1-21

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Bibliography
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