Honda In Europe.

Honda's global strategy which was successful in Japan and North America failed in Europe because the company failed to understand the European culture and treated it like a one single market.The selection criteria among European car buyers are not based on economy and performance as in North America, but on brand image and individuality.The imbalance between Honda's technical side and marketing side created a serious organizational mismanagement in 1990 which caused the departure of …

…not for high context societies like France and Italy. The French and Italian were style conscious, risk averse and patriotic--three important factors that Honda did not take into consideration when marketing their product to European nations. Even in Germany, a low context society, sales were declining because of Hondas poor quality image. 30-50% of all vehicles driven in Italy, France and Germany were diesel powered cars; Honda only produced Diesel powered automobiles in the UK