Non Conventional Market Entry Strategy
Posted by Gavin Galloway on February 29, 2012
Comment on this article
Around 1960 Honda Motor Company was planning to enter the US motorcycle market, leading with their top-of-range 250cc and 300cc machines.
Mr Honda was especially confident – the shape of the handlebars resembled the eyebrow of Buddha, which he felt was a strong selling point.
The entry plan failed – the Honda bikes lacked credibility in a market dominated by large capacity machines of 650cc and over from manufacturers like Harley-Davidson and Triumph.
What happened next?
The small Honda sales team were using Honda 50cc ultra lightweight machines as around town transport; they were noticed by local people who saw them as practical/fun transport, and began buying them.
This small snowball grew until Honda Motor Company became the world’s no 1 motor cycle manufacturer.
If your strategy is non-conventional, make sure you put a safety net in place.