Summary An overview of the micro environment concepts are mentioned in this report. It contains fundamental issues of marketing. They are explained in general first and then are described in reference to the company. Hero Honda India ltd India's leading motor cycle company is spoken about. This report explains the issues Hero Honda is facing in India. Introduction Marketing is a social and managerial process whereby individuals and groups obtain what they need and want …showed first 75 words of 2913 total…

…showed last 75 words of 2913 total…are changing with time and introducing models in accordance with the taste of each individual. This is the sole reason Hero Honda in India, is able to be the market leader in the two wheeler segment. Referencing Kotler, P. & Armstrong, G. (2004). Principles of marketing (10th ed.). NSW: Prentice Hall Kennedy, J. M. & Kiel, G.C (1999). Marketing- A Strategic Approach (Beta ed.). Australia: Australian Print Group (18/04/2005) www.herohonda.com (18/04/2005) www.herogroup.com