Evaluating social media content strategy and brand presence of Bangladesh Honda Private Limited

Abstract

This internship report is based on the three months experience of my internship in Bangladesh Honda Private Limited where I worked in a Marketing and Sales Department. The report is aimed at analyzing the social media content strategy used by Honda Bangladesh and its digital brand image, paying attention to the effectiveness of the brand to reach its target audience with the help of Facebook, Instagram, and YouTube. As a part of the internship, I evaluated the social media content of Honda, the patterns of posting and the metrics of audience engagement, such as the likes, comments, shares, and even views of the video. Their closest competitors: Yamaha, Suzuki, had also been compared through the publicly available data. Besides that, three semi-structured interviews with the marketing and digital communication staff were held to obtain some internal knowledge about the existing strategies and issues. The results indicate that despite possessing a solid offline brand equity, Honda Bangladesh should improve the consistency, creativity, and audience engagement in its digital content strategy to stay competitive on the Internet. The report, because of the analysis, offers viable recommendations to improve the digital visibility, interactivity with the audience, and brand loyalty. All in all, the internship was a great experience of practical exposure and made a great contribution to my professional growth.