2. Honda in America Honda’s entry into the US Market Intended strategy
Large (305cc) motorcycles
Existing distribution channels
Current motorcyclists as target market
Emergent strategy
Honda Cub (50cc)
New channel (Sears, sporting goods stores)
Non-riders as target market
The role of luck
Sear’s buyers
Student project

3. Emergent Strategy Mintzberg’s model Deliberate strategy
Intended strategy
Emergent strategy

4. Examples Intel’s exit from DRAM Intended strategy Emergent strategy
“Intel is the memory company” A. Grove, c 1984
Emergent strategy
Rule – access to ‘fab’ capacity based on profitability of the product line
Though volumes were small, 8086, accounted for 60% of Intel’s profits
Deliberate resource allocation v.s. “Autonomous strategic behavior”

5. “The more I practice, the luckier I get”
Some words of caution
“The more I practice, the luckier I get”
Gary Player, professional golfer
“(In the fields of observation) chance favours only the prepared mind.”
Louis Pasteur, microbiologist, 1845