Analysis of Marketing Strategy: A Study on Honda - DHS Motors Limited

Abstract

The automobile industry in Bangladesh is still in its nascent stage and has yet to realize it’s potential fully. With the growth of the middle class and increased urbanization, there is a growing demand for passenger vehicles in Bangladesh. In particular, there is a high demand for affordable small cars and hatchbacks. The Bangladeshi government has set a target of having 20% electric vehicles on the road by 2025. In line with this, several automobile manufacturers are introducing electric vehicles in the market. Overall, the automobile industry in Bangladesh is expected to grow rapidly in the coming years, driven by the rising demand for passenger vehicles, electric vehicles and the expansion of local manufacturing. Nonetheless, competition among businesses operating in the automobile sector market in Bangladesh is fierce due to the presence of many distributorship organizations, such as Pragoti Industries Limited, PHP Automobiles Limited, and Uttara Motors Limited. The main purpose of preparing this report is to study how DHS Motors Limited implements their marketing activities and strategies for their Honda Branded car segments in the automobile industry of Bangladesh. Honda is a popular car brand in Bangladesh, but like any other foreign car brand, it faces several challenges when it comes to selling and marketing their cars in the country. Based on the results, this report offers some suggestions for DHS Motors Limited that may help the company overcome the obstacles it faces in expanding its Honda passenger car business in Bangladesh. DHS Motors Ltd has to employ a wide range of materials for their protective barriers, and they also need some fresh approaches to advertising and promotion.