Strategic Marketing Plan for Honda Jets

Strategic Marketing Management in Aviation

MBAA 514

Aviation/Aerospace Marketing Plan-Honda Jet

John Travis Doyle

Executive Summary: For more than 20 years, Honda has been developing the HA-420, a new light business jet aircraft. With the research and preparation done on this marketing plan for the HondaJet, the company should be able to better market their new product in the very light business jet category (VLJ).

It is first important to understand what type of product Honda is going to classify itself as, and where they plan on entering the market. According to the Aviation Knowledge website, “A business jet is a type of jet aircraft and are often referred to as private jets, bizjet, corporate jet, VIP transport or executive jet (20092). The aircraft normally transports business people or other people with a lot of money. They can also be modified for other purposes such as express parcel deliveries, evacuation of casualties, or for public bodies such as government officials or armed forces (20092)” (Aviation Knowledge, p.1).

With that said, there about 20 different companies that are established and currently producing business jets. Only a few of them are considered to be producing VLJ’s. Honda will be competing in the Very Light Jet product segment. “Very Light Jets (VLJ) – also called Microjets, are made to fly into small community airports and have a maximum takeoff weight of no more than 10,000Ib (20092). Types of aircraft include: Adam Aircraft Industries (Adam A700); Cessna (Citation Mustang); Cirrus Design (Cirrus Vision SF50); Comp Air (Comp Air Jet); Diamond Aircraft Industries (D-Jet); Eclipse Aviation (Eclipse 500 & Eclipse 400); Embraer (Phenom 100); Epic Aircraft (Epic Elite & Epic Victory); Honda (HondaJet); Piper (PiperJet); and Spectrum (Spectrum S-33 Independence) (20092)” (Aviation Knowledge, p.1).

From HondaWorldwide,

“Honda Aircraft Company, Inc., a wholly owned subsidiary of Honda Motor Company, Ltd., has amassed...