Word: honda
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More and more companies are making the same decision as Mrs. Paul's. They are using established brand names on new products, a strategy known on Madison Avenue as "brand extension." Honda Motor Co. made sure its well-known auto motive name was prominently displayed on the firm's new power lawnmower. General Foods named its dessert-on-a-stick Jell-O Pudding Pops. Also in the testing stage: Jell-O Slice Creme, a freezer cake mix; and Jell-O Gelatin Pops, whipped gelatin on a stick. "The consumer is suspicious of exaggerated claims and therefore trusts certain...
...distributor. "Ten years ago, we were but a babe and Chrysler a big man," recalls Tojo. "Now Chrysler is a big burden for us." As Chrysler's financial problems have worsened, its dealer base has shriveled, and Mitsubishi has steadily lost ground to tough Japanese competitors like Honda and Toyo Kogyo. Last year, Mitsubishi's cars, which include the sporty Challenger and the economical Colt subcompact, accounted for only 6.9% of all Japanese exports...
...Toyota, Datsun and Honda spell relief for many American families, they spell crisis for the Big Three U.S. automobile manufacturers. The Chrysler Corporation's crippling drop in sales has turned it into a ward of the government, while Ford's and General Motors' record sales drops have left the two companies begging for help in protecting against a further Japanese on-slaught. Detroit has recently requested that the government help limit imports, so that it can recoup sales and build a base for developing new car lines to compete with its formidable opposition. In response, the Reagan administration has reported...
...evidence points in one direction: Kerr McGee was grossly neglig ent in its handling of the plutonium. Plant executives resented Silkwood's attempts to publicize the unsafe working conditions. Karen Silkwood was mentally competent, emotionally stable and awake on the November day when her white Honda slid across the road and crashed into a culvert. The investigations that followed were both cursory and inadequate. More tenuous but still plausible, is his contention that someone tried to prevent Silkwood from delivering her evidence, and inadvertently ran her off the road...
...thriving domestic market is the principal battleground for most Japanese companies. The products shipped abroad have such high quality and low price in large part because they have already survived the domestic Japanese market. In 1955, for example, the leading motorcycle company in Japan was Tohatsu, while Honda was a distant No. 2. By 1964 the more competitive Honda dominated the local