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Certain recent and new marketing trends have a bearing on the 2017 Honda Civic Sedan EX-L. Consumer behavior and wants patterns may have a negative effect on the commodity. Most people, especially in Europe, prefer costly driving and a luxurious atmosphere to pure success. However, in the eyes of the consumer, this 2017 Honda model is considered inexpensive and therefore does not suit or cannot be treated as a premium brand (Canada, 2017). Thus, it probably implies that few customers would prefer buying luxurious vehicles, and this will be a big blow to this product as many customers will go for the expensive but luxurious at the expense of cheap but not luxurious.
However, in regards to the trends of consumer perception and value, there will be a positive impact on this brand by consumers. This is because it is the most reliable brand and thus being rated among the top of several listings, such as consumer reports. Besides, it offers an outstanding resale value and refinement that cannot be matched with any other automaker brands, and it is also the best reviewed. In this regard, it implies that perception of other customers who have used this product will change the minds of others who had the plan of buying but changed their mind into now buying this brand (Canada, 2017). It, therefore, insinuates that the Honda Company will see a significant increase in sales based on the perception, and ultimately increased profitability.
Additionally, in reference to the change as well as an evolution of the industry with regards to competitive dynamic, this product will not match the consumer expectations in future. It is because most auto manufacturers will want to produce more expensive and luxury products as compared to the cheap 2017 Honda Civic Sedan EX-L brand. Besides, when consumers are looking for the non-luxury cars, this product will be among the top ones that consumers will have a wide range to choose from (Canada, 2017). Therefore, it implies that future industry will not favor this brand as more competitive cars will be produced by various automakers including Toyota with the aim of outmatching 2017 Honda Civic Sedan EX-L.
However, various relevant opportunities and threats can either positively or negatively impact Honda Company with regards to 2017 Honda Civic Sedan EX-L. One possibility is that the Company can enjoy the market of the middle class and low-income earners who intend on having a driving experience. Moreover, Honda products are highly perceived by consumers, and this is a culture that they have maintained and will still maintain (Canada, 2017). Based on this, more customers will recommend purchasing them over cars from companies like Toyota, and as a result, the company will see a significant increase in its sales more than other auto companies in the industry.
However, the main threat that Honda Company might be faced with in reference to 2017 Honda Civic Sedan EX-L is that there could be substitutes from other companies. Some of these companies may in future produce the same model but with a sporty and more refined look with the potential of attracting consumers. Besides, it seems that it is almost impossible for the Honda Company in rebranding the outlook of this brand because they are already solidly established within their cheap and reliable brand perception (Canada, 2017). This implies that no matter how cheap and reliable 2017 Honda Civic Sedan EX-L may be, other companies will produce more expensive and luxurious cars of the same brand.
Canada, N. (2017). Honda Posts Best August Sales in Ten Years. Canada Newswire.
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