Ch. 3 - Ethics & Social Responsibility

        Acura and as well as its parent company, Honda, are aimed towards making products that they personally feel can make a better tomorrow. One of their biggest components that they focus on is fuel efficiency. Most of their vehicles are available as hybrids and the equipment used to make the cars are mostly recyclable. They also claim that their vehicles are 90% recyclable which is an astonishing number compared to anyone else. Stated in their 2012 North American Environmental Report, during the life of their vehicles, they have a 12.7% better than industry average in fuel efficiency.

        Acura and Honda are not only aimed to benefit their environment, but they also stride towards improving the lives of their workers. They provide their workers safe working conditions and a sense of purpose and respect in the work environment. Their philosophy of human rights are taken very seriously and are committed to expressing that throughout their business.

"As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights."

         Trust is what Acura and Honda try to proclaim to their shareholders. They believe it is a crucial foundation towards becoming a well-run business. In order to build their trust with their shareholders, investors, business partners, and customers, they perform business activities in an open and honest manner while maintaining true to their code of ethics.

"We are committed to ensuring that each person involved in the development, production, distribution, sale and service of our products is treated with dignity and respect, and has a meaningful opportunity to contribute to the company’s success."

we are committed to ensuring that each person involved in the development, production, distribution, sale and service of our products is treated with dignity and respect, and has a meaningful opportunity to contribute to the company’s success. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

we are committed to ensuring that each person involved in the development, production, distribution, sale and service of our products is treated with dignity and respect, and has a meaningful opportunity to contribute to the company’s success. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

we are committed to ensuring that each person involved in the development, production, distribution, sale and service of our products is treated with dignity and respect, and has a meaningful opportunity to contribute to the company’s success. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

we are committed to ensuring that each person involved in the development, production, distribution, sale and service of our products is treated with dignity and respect, and has a meaningful opportunity to contribute to the company’s success. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpu

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

The respect for human rights is an extension of our philosophy of “Respect for the Individual.” As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpu

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

As part of our effort to conduct business in an ethical manner, Honda will not engage in business practices or activities that compromise fundamental human rights. - See more at: http://csr.honda.com/what-we-believe/company-responsibility-statement/#sthash.CDzbJzv7.dpuf

Chapter 2. Strategic Planning for Competitive Advantage

Strengths: As said in its mission statement, Acura is focused on "worldwide customer satisfaction."
One of Acura's main competitive advantage is its reliability. It is backed by Honda's reputation for providing good customer service for many years. They also have a prodigious market share in Asia which is predicted to be maintained throughout the following years to come. Acura is also known to carry a strong brand image which enhances their features of luxurious and equipped with the latest technology.

Weaknesses: Claimed to be one of Acura's biggest weaknesses, their position in the European market is much to be desired. Their attempts to attract the European market are ineffective and give their opponents more room to work with. Another weakness can be their decreasing sales. Throughout the recent years, Acura's sales have been steadily decreasing which can be blamed by the increase of sales in European cars.

Opportunities: With progressive increases in fuel prices, Acura has the potential to push more fuel efficient cars than their competitors due to their expansive line of vehicles. With the support of Honda and their fuel efficient technology, an increase in fuel prices can actually help.

Threats: Increases in their competition with Mercedes, Audi, BMW, and Lexus pose as a threat to Acura. All of these companies have the tools necessary to make more fuel efficient cars with today's technology. Another threat to Acura can be an increase in raw materials used to make their vehicles. As the prices of aluminum, steel, rubber, and plastic increase, their cost of production increases as well.

Acura's History and Mission Statement

1986 Acura Integra coupe

1986 The Acura brand was introduced by its parent company; Honda. Its purpose was to serve as a luxury alternative for their products. At the debut of the company, their first two cars were the Legend sedan and the Integra sports coupe and sedan. Within years, they quickly gained popularity due to Honda's reputation of reliability and low maintenance costs; resulting in immediate success.

1991 Acura NSX

1991 Acura introduced the Acura NSX, claimed as a "crown jewel," which performed like a sports car without the sports car price. Although the brand certainly had the appeal, their decisions caused them to suffer. A few years after, they decided to rename the Integra and Legend with alphanumeric designations. Later on, the company came out with the SLX, a luxury SUV with intent to grow the brand. Unfortunately, the SLX was just a re-badged version of an Isuzu SUV, and its quality did not match customers' expectations.

2001 Acura MDX

2000's  Acura remodeled their product range and introduced their brand new SUV, the Acura MDX, which hosted numerous family-friendly features, including a third-row seat. In addition, the Integra was replaced by the RSX sport coupe, and an all-new entry-level sport sedan called the TSX was introduced after that. A complete facelift of its most popular model, the midsize TL sedan, followed, as did a redesign of its forerunner RL luxury sedan. By 2004, the NSX was gone, which allowed Acura to fill out its model lineup with the street-performance-oriented RDX compact crossover, the TSX wagon and the ZDX, a fastback-styled crossover that placed unique styling over practicality. Today Acura is still trying to find its use in the auto industry but its apparent that they center their company in quality, performance, technology and value; as stated in their company mission statement.

"Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction."