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Honda Power Products: Ensuring the Future of a Leading Brand in a Turbulent Market
Author(s): Noha Ismail (American University in Cairo, Egypt)
Copyright: 2011
Pages: 11
EISBN13: 9781613504178
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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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