On Strategy: Mission Effects Value
By Jack Mixner
Motorcycles, lawn mowers, cars, truck, all-terrain vehicles, portable generators and personal watercraft - Honda has made them all. Now they will make personal, seven-passenger jets for the business market. Their only restriction on what they will make? It has to have an engine in it.
Could we say the Honda strategy is based solely upon engine technology? Or manufacturing prowess? Or price? Or size? Or over-all quality? They all seem to apply.
Strategic Implication
Normally, we use a mission statement to focus a company on sensible products to make. If we had done that, Honda would probably still be making just motor scooters for the Japanese market. There comes a time when thinking big - thinking outside the box - makes sense. Honda has done that all along. How about your company?
Reference
Maynard, Micheline. Honda Enters the Aviation Market With Small Jet. New York Times. 25 July 2006. http://www.nytimes.com/2006/07/25/business/25cnd-honda.html?ref=business