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

Noha Ismail (American University in Cairo, Egypt)
DOI: 10.4018/978-1-60960-583-4.ch015
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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.

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