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Riding on blue ocean strategy

A distinctive positioning and a strong distribution strategy has helped Honda dominate the market for 7 months in a row

Ritwik Sharma 

Late last month, Honda Motorcycle and Scooter India (HMSI) reported its flagship automatic scooter, Activa 3G, ended a 17-year-old record of motorcycles topping the sales charts. Activa 3G dominated the two-wheeler sales chart for seven consecutive months (January-July 2016).

A decade and a half ago, its launch came at a time when consumers in India had been veering more towards motorcycles. While the success story of brand Activa shows how the company seized an opportunity with the right strategy, a longer road lies ahead for the Honda subsidiary to dominate the motorcycle ...

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First Published: Mon, September 12 2016. 00:05 IST
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