Report of Business Decision Making ------------------------------------------------------------------------------------

Prepare for: Mrs. Le Thu Hanh (Lecturer) Business Decision Making Banking Academy, Hanoi BTEC HND in Business (Finance)

Prepared by: Money group- S06 Do Hoang Anh Tuan - Peter Nguyen Quoc Anh - A Hoang Trung Hieu GD Luu Van Quyen Rooney

Submission Date: November 07th, 2013

Table of contents
Executive summary ................................................................................................................................. 3 INTRODUCTION .................................................................................................................................. 4 A. RESEARCH PLAN ........................................................................................................................ 5

I. RESEARCH OBJECTIVES AND PLAN ........................................................................................... 5 1.1: Research objectives.......................................................................................................................... 5 1.2: Plan of collecting primary data ........................................................................................................ 5 1.3: Plan of collecting secondary data .................................................................................................... 6 II. SURVEY METHODOLOGY AND SAMPLING METHODS......................................................... 8 2: Survey Methodology and Sampling Methods..................................................................................... 8 2.1: Survey Methodology.................................................................................................................... 8 2.2: Sampling Methods ....................................................................................................................... 8 III. DESIGN A QUESTIONNAIRE AND EXPLANATION ................................................................ 9 3.1: Questionnaire layout ........................................................................................................................ 9 3.2: Response format .............................................................................................................................. 9 3.3: Reason for each question in survey ............................................................................................... 10 B. Research finding and conclusion .................................................................................................. 14

CONCLUSION ..................................................................................................................................... 62 References ............................................................................................................................................. 63

Executive summary Yamaha is a big company to produce the scooters. In our study, our group focus on understanding the influence of competitive advantage on Yamahas Nouvo performance. First, we describe a plan for collecting primary and secondary data to find out customer expectation on Nouvo. To do this, our group conducted a survey of Yamaha customers about products and services of Nouvoto make the necessary improvements. First of all, our group planning and collect data, then the analysis of the data collected to classify the data set. A questionnaire is also provided to find out customer needs and level of satisfaction on the products and services. Base on it, we are worthy of the competitive advantages of the products and services of the company. The second part is research findings and conclusions including table, chart, calculation and interpretation. Base on result of survey to calculate quartiles, percentiles, correlation coefficient, and draw conclusions in Yamaha. Finally, the researchers come up with some recommendation for Nouvo of Yamaha company.

INTRODUCTION Yamaha Corporation is a Japanese multinational corporation and conglomerate based in Japan with a very wide range of products and services, predominantly musical instruments, electronics, motorcycles and power sports equipment. This study aims to investigate The influence of competitive advantage on Yamahas Nouvo performance. It helps us to know the advantages of the products and services of the company, besides also seeing the downside to Yamaha find ways to overcome these disadvantages. Improve product quality, consumer satisfaction to be able to compete with other brands. A range of suitable statistical methods, tables and graphical representations is applied in the data analysis. This report based on different sources available on the Internet. Moreover, the researchers use information in internet, books, newspapers and from media. All of these sources are very useful and provide priceless information. . Excel was used as a useful tool in order to calculate all the figures. It helps the author complete this research fully and be able to meet the deadline.

A. RESEARCH PLAN I. RESEARCH OBJECTIVES AND PLAN 1.1: Research objectives According to Porter, Competitive advantages give a company an edge over its rivals and an ability to generate greater value for the firm and its shareholders. The more sustainable the competitive advantage, the more difficult it is for competitors to neutralize the advantage. (Porter, n.d.) There are two main types of competitive advantages: comparative advantage and differential advantage. Comparative advantage, or cost advantage, is a firm's ability to produce a good or service at a lower cost than its competitors, which gives the firm the ability sell its goods or services at a lower price than its competition or to generate a larger margin on sales. A differential advantage is created when a firm's products or services differ from its competitors and are seen as better than a competitor's products by customers. This study will show that customers awareness, products/services of Yamaha company and market demand. Following will be overall and specific research objective: To identify advantages and disadvantages of scooters Yamaha compared with

scooters of other bands. To identify relationship between customerss perception with Yamaha. To determine the effectiveness of scooters of Yamaha.

The subject is focused to research which is scooter Nouvo of Yamaha. 1.2: Plan of collecting primary data The researchers will use primary data and secondary data. Primary data is data which is collected and observed directly by user throughout the study process. Secondary data is data which is collected not by user, but by someone else for users aims. Secondary data will be collected before gathering primary data.

Primary data is the information collected from doing surveys or interviews. Time Activity Purpose Personal responsible 16/10/2013 In the 1st meeting Prepare the questionnaire 17/10/2013 Questionnaire was approved by Mrs. Hanh Make questionnaire for implementing survey Check questions in questionnaires before conducting survey Start surving at Royal city Conduct survey to collect information for the research Each member has to be responsible of gathering data of 25 questionnaires Collect data from answers of interviewees under table All members All members All members All members

Each member will be responsible to 18/1020/10/2013 analyzing 5 questions in survey.

Analyze all primary data collected from survey to clear

All members

Analyzing includes quantitative and our topic of the research qualitative analysis. Quantitative analysis depends on formulas and drawing charts and qualitative analysis bases on commends of researchers.

1.3: Plan of collecting secondary data In sum, there are there sources of secondary we can get information: internet research, government data, and official publications data, etc. Therfore, the researchers have opportunity of approaching data of Yamaha. In addition, information on the internet and Yamahas website is very useful for researchers to understand about problems related to the title. Time Activity Purpose Personal
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responsible 19/10/201 3 20/10/201 3 Have the 2nd meeting at Peters Home. Search some basic information about product Nouvo of Yamaha on the internet Divide tasks in assignment for All members members in groups. Find information of Yamaha in terms of background of the company and its products and services to prepare introduction 21/10/201 3 Search on the internet and in course books about information such as principle of competitive advantage to find out factors related to Nouvo 22/10/201 3 Search information on the internet and Find methods to conduct Peter Find all information relates to topic of the study: competitive advantage of Yamaha All members All members

in course book about methodology and survey sampling method to implement survey

24/10/201 3

Research on the internet and in course book about how design questionnaires and conduct survey effectively.

Find all necessary information A which need for making questionnaires

II. SURVEY METHODOLOGY AND SAMPLING METHODS 2: Survey Methodology and Sampling Methods 2.1: Survey Methodology Questionnaire

The questionss content and the answers of customers are the primary means to collect the data. Therefore, the main purpose of this survey is learning more about the feedback of customers whether they feel satisfied or not. There are 100 volunteers to answer the research questions. Questionnaires focus mainly on the behavior of the customers toward company which were given to customers of Yamaha in Hanoi. The researchers came to Royal city to give respondents of customers. The questionnaire had 23 questions. They were divided into 3 parts: personal profile, information of product researched "Nouvo" and the assessment about Yamahas products and services by factors of competitive advantage. Through 23 relevant questions, the researchers will collect the information needed to clarify the concept, and the degree of satisfaction of Yamaha's customers with products and services in the interests competitive edge. Since then, the impact of competitive advantage of Yamaha will be evaluated. 2.2: Sampling Methods To carry out the survey and data collection, the researchers have used sampling methods are classified as either probability or nonprobability. In probability samples, each member of the population has a non-zero probability is known to be chosen. Probability methods include random sampling, the sampling system and stratified sampling. In nonprobability sampling, members are selected from the population in some nonrandom way. (statpac, 2012) Each method has its own advantages and disadvantages and the researchers must have an understanding of this to choose the right method in accordance with the survey. In our situation, we select a random sample that is "a sample selected in such a way that all items in the population have an equal chance of being included." (BBP, 2010). We chose this method because it is a simple technique that allows us to conduct the survey with customers that we met. Moreover, it can save our time and costs. Also, if all the requirements provided a model then the answer would be the high representative.

Research sampling is about the way that researchers use for selecting 100 customers as respondents to make a typical result for the whole customers using Yamahas services. The researchers did surveys 100 customers in the Royal City. III. DESIGN A QUESTIONNAIRE AND EXPLANATION 3.1: Questionnaire layout Customer awareness is one aspect of development strategy reflects the company's success in the market. Therefore, conduct regular surveys play an important role in the development plans of the company to meet customers goods. We tried to design an appropriate questionnaire to survey an effective and successful research. following is a question and our explanation for it. The questionnaire is designed on one A4 page including 23 questions divided into 2 main parts: Part 1(from question 1 to 6): Respondents profile includes gender, age, product Nouvo are being used, time used and knowledge about Nouvo. Part 2 (from question 7 to 23): Assessment of the influence of competitive advantage based on 3 factors: design, service, payment price. 3.2: Response format From question 1 to question 6 is questions about customers profile. It helps researchers identify demographic information of respondents who using and have ever used Nouvo of Yamaha company. Those questions help the researchers understand more respondents to easily assess awareness and behavior of respondents based on their demographic matters. From question 7 to question 23 are the questions which research about influence of competitive advantage. we apply likert scale for 8 questions: 9, 14, 15, 16, 17, 19, 20 . For example, for question about the level of satisfaction of Yamaha Nouvo, we apply likert scale to express 5 levels of evaluation, including Very dissatisfy (0-1), Dissatisfy (1-2), Normal (23), Satisfy (3-4), and very satisfy (4-5).

3.3: Reason for each question in survey Questions 1. What is your gender? Male Female Explanations Q1 aims to evaluate which gender is more interested in Nouvo of Yamaha. Its purpose is found out who Nouvo should focus on. 2. How old are you ? Under 18 18-22 22- 40 Over 40 3. Which Yamaha Nouvo model are you using ? Nouvo 2002 Nouvo 2004 Nouvo 2006 Nouvo 2008 Nouvo 2012 4. How long have you had your current Nouvo model for ? Under 1 year.. 1 year 2 years 3 years + 5. How did you first hear about the Yamaha Nouvo ? Yamaha retial store Internet Television, Radio Newspaper, magazine Others 6. What made you decide to purchase your Q6 evaluates the experience of buyer and
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Q2 identifies which group of age take the highest percentage in order to make VDCNet2E company wants to do something in order to get the interest of all age.

Q3 identifies in which Yamaha nouvo model are the most common. So the company must have appropriate strategy to service everyone.

Q4 identifies in how long people usually using a nouvo model. Yamaha will be developed to satisfy customer.

Q5 Identifies in which way customer know about Nouvo. Yamaha will focus about that way to advertise.

Yamaha Nouvo ? Funtions Appearance Prices Brand name: Yamaha Other

found out customers with loyalty to Yamaha . In addition, the company must make appropriate ways to attract new customers and maintain the old customers loyalty.

7. Do you feel safe When you ride a Yamaha Nouvo ? Very unsafe ( 0-2 ) Unsafe (2-4) Neutral (4-6) Safe (6-8) Very Safe (8-10)

Q7 evaluates the experience of safety when riding a Yamaha Nouvo. Therefore, the development team of Yamaha to attract more customers will become easier.

8. What are the main funtions that you like the most ? Ymjet-fi techonogy Headlight Projector Engine cooling liquid Other 9. What is your level of satisfaction of Yamaha Nouvo ? Very Dissatisfy ( 0-1) Dissatisfy ( 1-2) Normal ( 2-3) Satisfy ( 3-4) Absolutely satisfy ( 4-5)

Q8 identifies the main function that customer satisfy the most about Yamaha Nouvo. The company should reconsider its to make their customers satisfy.

Q9 evaluates the satisfaction of Yamaha Nouvo. Yamaha wants to determine the exact strength of its. Moreover, it can find the point if customer are satisfy or not.

10. What is the color of your Yamaha Nouvo?

Q10 Identify the color that customer

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 Black Red White

prefer, so that Yamahas designer can improve when they design a new product.players were satisfied (maintaining and development) or not

11. What leave you impression in your Yamaha Nouvo design? (You can choose more than 1) Color Sophisticated Front design Impressive rear design Gp stamps Other 12. Which types of design would you like Yamaha to create? (Please state) ....................... 13. What do you think about the price of Yamaha Nouvo ? Very cheap (0- 1) Cheap (1- 2) Normal (2- 3) Expensive (3- 4) Very expensive (4- 5) 14. What do you think about fuel saving system of Yamaha Nouvo? Very bad (0-1) Bad (1-2) Normal (2- 3) Good (3- 4) Very good (0- 2) 15. What do you think about the price of the accessories at Yamaha store ? Very cheap (0- 1) Cheap (1- 2)

Q11 evaluates the attractiveness of scooter through customers opinions. Yamaha know that and they want everybody like their scooter.

Q12 Identify what design customer want Yamaha create for new products.

Q13 Identify what customer think about the price of the scooter, so Yamaha can consider about the price of new products

Q14. Evaluates what customer think about Nouvos fuel saving system, so Yamaha can meet what customer need/

Q15 Identify what customer think about the price of the accessories, so Yamaha can consider about the price of new products
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 Normal (2-3) Expensive (3- 4) Very expensive (4- 5) 16. What do you think about Yamahas warranty policy ? Very bad (0-1) Bad (1- 2) Normal (2- 3) Good (3- 4) Very good (4- 5) 17. What do you think about Yamahas customer services? Very bad (0- 1) Bad (1- 2) Normal (2- 3) Good (3- 4) Very good (4- 5) Q17 Evaluates what customer think about Yamaha Customer services. So they know if customer satisfy with the warranty that they have, if not Yamaha will change it Q16 Evaluates what customer think about Yamaha warranty policies. So they know if customer satisfy with the warranty that they have, if not Yamaha will change it.

18. Do you use other Yamahas Scooter ? Luvias Cuxi Nozza Mio None 19. Do you satisfy with Yamaha Nouvo ? Very dissatisfy (0- 1) Dissatisfy (1- 2) Normal (2- 3) Satisfy (3- 4) Very satisfy (4- 5) 20. On a likert scale how would you rate your confidence on Yamaha products

Q18 Aims to know beside Yamaha Nouvo what scooters that customer like the most

Q19 Evaluates about the satisfy with Yamaha Nouvo, so Yamaha will know are they meet their customer need? If not they will find the solution to fix it

Q20 Aims to know how customer want a Yamaha Nouvo. If customer absolutely
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 Very disbelieve (0-1) Disbelieve (1- 2) Normal (2- 3) Believe (3- 4) Absolutely believe (4- 5) 21. If you could change anything about the Yamaha what would it be ? . 22. Do you plan to get a new scooter in the near future ? If so, it will be ? Yamahas scooter Other brand

believe Yamaha, they will absolutely buy Yamahas product and be loyalty with Yamaha

Q21 Identify what part that customer dont like about Yamaha Nouvo

Q22 Aims to evaluate which brand people will buy in the near future? Yamaha or another brand. It purpose is found of after all if customer satisfy with Yamaha company

23. If you choose: other brands is above questions, please tell us why? In conclusion, through this survey, Nouvo of Yamaha can evaluate its customers perception about competitive advantage of Yamaha on Nouvo and identify success of its factors which it has been focusing.

B. Research finding and conclusion Question 1: Gender of respondents

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a. Table Male Number of respondents Percentage 53 53% Female 47 47%

Table 1: Gender of Yamahas respondents b. Chart

Gender of respondents
Female Male

47% 53%

Chart 1: The percentage of respondent's gender c. Calculation According table result of survey, we have: Female: x 100% = 47% Male: x 100% = 53%

d. Interpretation There are 100 respondents, 53 of them are male and 47 are female. We can say the number of men is approximately the number of women. It shows that the right answer in both men and women are equality. In fact, the male who made survey that have an interest to this scooter more than female.

Question 2: Age of respondents

15

a. Table Under 18 Number of respondents Percentage 10% 34% Table 2: Age of respondents b. Chart 28% 28% 10 18 - 22 34 22 - 40 28 Over 40 28

10% 28% Under 18 18 - 22 34% 28% 22- 40 over 40

Chart 2: The percentage of age group

c. Calculation Under 18 years old: From 18- 22 years old: d. Interpretation Through the 100 respondents surveyed, we investigate about age of respondent to classification to age group. Yamaha focus from age Under 18 ; 18 - 22; 22 - 40 and over 40. In particular, the 18-28 age group accounted for 34%, 28% from 22 to 40 age group, 28%
16

x 100% = 10% x 100% = 34%

From 22-40 years old: Over 40 years old:

x 100% = 28% x 100% = 28%

from over 40 and just 10% under 18 (people have not been issued a driver's license) . We can see, except under 18 group, remaning 3 groups are quite similar to each other . The classification will help Nouvo of Yamaha have services game for each age group. Question 3: Version is being used of respondent a. Table Nouvo 2002 No. Of respondents Percentage 13% 10% 19% 20% 38 13 Nouvo 2004 10 Nouvo 2006 19 Nouvo 2008 20 Nouvo 2012 38

Table 3: Civil status of respondents b. Chart

Version is being used

13% 38% 10% 19% 20%

Nouvo 2002 Nouvo 2006 Nouvo 2012

Nouvo 2004 Nouvo 2008

Chart 3: The percentange of Version is being used

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c. Calculation Nouvo 2002: Nouvo 2006: Nouvo 2012: x 100% = 13% x 100% = 19% x 100% = 38% Nouvo 2004: Nouvo 2008: x 100% = 10% x 100% = 18%

d. Interpretation Depended on collected data, we can see that Nouvo 2006, 2008, 2012 is being used more than Nouvo 2002, 2004. Especially nouvo 2012, it accounted for 38% because its design and features is the most of the models are listed. And this is also reason why 2 model Nouvo 2002, 2004 was stopped production. In Future, Yamaha will have further upgrades their scooters to meet customer needs. Question 4: The time to use Nouvo a. Table Under 1 year No. of respondents Percentage 26% 17% 30% 27% 26 17 30 27 1 year 2 years 3 years +

Table 4: The time to play game

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b. Chart

The time to use Nouvo

27%

26%

under 1 year 1 year 2 years Over 3 years

17% 30%

Chart 4: The percentage of respondentss time to use Nouvo c. Calculate Under 1 year = 2 years = d. Interpretation Based on the above results, it shows that 26% of respondents used Nouvo under 1 year. While 17% and 30% have used 1 year and 2 years. The remaining 27% of respondents said they had used over 3 years. = 26% = 30% 1 year = Over 3 years = =17% = 27%

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Question 5: Which way customer know about Nouvo a. Table Yamaha retail store Newspaper, Magazines Television, Internet Radio Other

No. of respondents Percentage

18

20

26

20

16

18%

20%

26%

20%

16%

Table 5: Which way customer know about Nouvo b. Chart

Which way customer know about Nouvo

Yamaha retail store 16% 18% Newspaper, Magazines Television, Radio 20% Internet Other 26%

20%

Chart 5: The percentage of respondentss time to use Nouvo c. Calculate Yamaha retail store = Television, Radio = Other = = 16% = 18% = 26% Newspaper, Magazines = Internet = = 20% =20%

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d. Interpretation Based on the above results, it shows that there are 26% customer knew Yamaha through Tv and radio, 18% through Yamaha retail store, 20% through Newspaper, Magazines, 20 % through Internet, and 16% through other media. Thus, We see that The advertising policies of Yamaha are very abundant. Question 6: Purchase Decision of respondents a. Table Functions Appearance Brand name : Yamaha No. of respondents Percentage 25% 22% 31% 18% 4% 25 22 31 18 4 Prices Others

Table 6: Income monthly of respondents b. Chart

Purchase decision of respondents

4% 18% 25% Functions Appearance 31% 22% Brand name : Yamaha Prices Others

Chart 6: The percentage of Purchase decision c. Calculation Functions: 100% = 25% Appearance: prices: 100% = 22% 100% = 18%
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Brand name : Yamaha :

100% = 31%

Others :

100% = 4%

d. Interpretation Based on the above results, it shows that 25% of respondents buying decisions Nouvo For its Functions, 22% for appearance, 18% for prices, just 4% for other factors. Especially 31% for Brand name: Yamaha . It proved that Yamaha is a well-known brand in the scooter market.

Question 7: Assessment of safety of Nouvo a. Table Value Mid poin t (x) 0-2 2-4 4-6 6-8 8-10 1 3 5 7 9 1 7 45 40 7 n=f = 100 1 8 53 93 100 1 21 225 280 63 f (x) = 590 4.9 2.9 0.9 1.1 3.1 |x|= 12.9 4.9 20.3 40.5 44 21.7 f(|x- x |)=131.4

Frequenc y (f)

Cumulativ e frequency

f(x)

|x - x |

f(|x - x |)

|x - x |2

f(|x - x |)2

24.01 8.41 0.81 1.21 9.61 (x- x )=44.0 5

24.1 58.87 36.45 48.4 67.27 f(|xx

|)=235

Table 7: Assessment of safety of Nouvo

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b. Chart
frequency 50 45 40 35 30 25 20 15 10 5 0 45 40 93 100 cumulative frequency 120 100 80 53 7 1 1 very unsafe (02) 8 unsafe (2-4) neutral (4-6) Value safe(6-8) very safe (8-10) 7 60 40 20 0 Cumulative frequency

Frequency

Chart 7: Assessment of safety of Nouvo c. Calculation 1. Range Customers assessment of safety of Nouvo has the range of 8, interpreted as the difference between the highest and lowest midpoint in the Likert scale used is 8.

2. Arithmetic mean (

Assessment of safety of Nouvo was 5.9 with an average and belongs to "Neutral" of the Likert scale 3. Mean deviation | |

The mean deviation of 1.314 means that the assessment of safety of Nouvo from neutral to safe in the Likert scale used.

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4. Median

Before computing value of median, we need identify position of median in range of value with formula: Applying into formula (2): Median is belong to group Applying into formula (1): (according to table)

The median of 5.87 is interpreted as the data collected about the assessment of safety of Nouvo the middle value of 587. 5. Mode Mode is the value that occurs the most often Mode belongs to group . Formula of Mode:

The mode of 5.76 is interpreted as the score of is the most frequent value among the choices of the respondents. 6. Variance 7. Standard deviation

f ( x x) f

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 The variance is 2.35 and the standard deviation is the square root of the variance, which is 1.53. This means on average, each of the choices of the customers deviates 1.53 from the mean. 8. Coefficient of variance

Expressed as a percentage = 25.9% Coefficient of variance is 25.9 percent, it explained by the choice of respondents to this question is equivalent to the average value. 9. Quartiles There are 3 quartiles, quartile 1(Q1) is the 25th percentile, quartile 2 (Q2) is the 50th percentile (equal median), and quartile 3 (Q3) is the 75th percentile. Formula of quartile:

In order to computing quartile, we have to identify position observation of the quartile.

Quartile 1 (Q1) is in the range of below Q1.

. Therefore, there is 25 items which are

Applying into formula of quartile:

Q3 is in the range of

. Therefore, there are 75 observations which is below

Q3 Applying into quartiles formula: Q1 = 4.76 means that 25 percent of the customers have the assessment less than or equal 4.76 (normal in the Likert scale). Q2 = 5.87 proves that 50 percent of the customer's assessment is less than or equal 5.87 (normal). Finally, Q3 = 7.1 means that 75 percent of the customers assessment of safety of Nouvo less than or equal 7.1 point (difficult).

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10. Percentiles Formula of percentile: We calculate position of the 30th percentile: P30 is in group of . Therefore, there are 30 observations below P30

Applying into percentiles formula:

We compute position of the 90th percentile: P90 is in group of .

Applying into percentiles formula:

P30 = 4.97 is interpreted as 30 percent of the customers have the assessment less than or equal 4.97 (neutral) P90 = 7.85 is interpreted as the customers have the assessment less than or equal 7.85 (safe).

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Question 8: The main function of Nouvo a. Table Headlight projector Ymjet-fi technology Engine cooling liquid No. of respondents Percentage 17 17% 60 60% 18 18% 5 5% Others

Table 8: The main function of Nouvo b. Chart

The main function of Nouvo

5% 17% 18% Headlight projector Ymjet-fi technology Engine cooling liquid others 60%

Chart 8: The percentage of Nouvos main function c. Calculate Headlight projector = Engine cooling liquid = = 17% = 18% Ymjet-fi technology = Others = = 60% = 5%
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d. Interpretation Based on the collected data, we can see that the 100 respondents, 17 people like nouvo because Headlight projector, 60 of them choose the Nouvo because it has Ymjet-fi technology, 18 of them choose because Engine cooling liquid and 5 people for others. Question 9: Assessment of level of satisfaction of Nouvo a. Table Value Midpoint (x) Frequenc y (f) Cumulativ e frequency (S) 0-2 2-4 4-6 6-8 8-10 1 3 5 7 9 1 1 20 62 16 1 2 22 84 100 1 3 100 434 144

f(x)

f(|

|)

f |

5.82 3.82 1.82 0.18 2.18

5.82 3.82 36.4 11.16 34.88 | |

33.8724 14.5924 3.3124 0.0324 4.7524 (x- x )= 56.562

33.8724 14.5924 66.248 2.0088 76.0394 | |

|x- x |= 13.82

Table 9: Assessment of level of satisfaction of Nouvo

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b. Chart
Cumulative frequency 70 60 Frequency 50 40 30 20 10 0 20 1 1 22 62 100 84 120 100 80 60 16 40 20 0

2 1 very dissatisfy (2- Neutral (4-6) satisfy (6- 8) very satisfy dissatisfy (04) (8- 10) 2) Frequency Cumulative frequency

Chart 9: Assessment of level of satisfaction of Nouvo c. Calculation 1. Range Customers assessment of level of satisfaction of Nouvo has the range of 8, interpreted as the difference between the highest and lowest midpoint in the Likert scale used is 8. 2. Arithmetic mean (

The assessment payment systems is 6.82 and the average of the "satisfy" of the Likert scale. 3. Mean deviation | |

The mean deviation of 0.9208 means that the assessment level of satisfaction of Nouvo very satisfy in the Likert scale used. 4. Median

Before computing value of median, we need identify position of median in range of value with formula:
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Applying into formula (2): Median is belong to group Applying into formula (1): (according to table)

The median of 6.9032 is interpreted as the data collected about the assessment of level of satisfaction of Nouvo the middle value of 6.9032. 5. Mode Mode is the value that occurs the most often Mode belongs to group . Formula of Mode: Applying into formula: The mode of 6.59 is interpreted as the value of the questions to be answered most . 6. Variance 7. Standard deviation

The variance is 1.9276 and the standard deviation is the square root of the variance, which is 1.3884. This means on average, each of the choices of the customers deviates 1.3884 from the mean. 8. Coefficient of variance

Expressed as a percentage = 20.36% Coefficient of variance is 20.36%, it explained by the choice of respondents to this question is equivalent to the average value.
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9. Quartiles There are 3 quartiles, quartile 1(Q1) is the 25th percentile, quartile 2 (Q2) is the 50th percentile (equal median), and quartile 3 (Q3) is the 75th percentile. Formula of quartile:

In order to computing quartile, we have to identify position observation of the quartile. Quartile 1 (Q1) is in the range of which are below Q1. Applying into formula of quartile: . Therefore, there is 25 items

Q3 is in the range of below Q3 Applying into quartiles formula:

. Therefore, there are 75 observations which is

Q1 = 6.097 means that 25 percent of the customers have the assessment less than or equal 6.097. Q2 = 6.9032 proves that 50 percent of the customer's assessment is less than or equal 6.9032. Finally, Q3 = 7.7097 means that 75 percent of the customers assessment of level of satisfaction of Nouvo less than or equal 7.7097 point. Q1, Q2, Q3 belong to convenient in the Likert scale. 10. Percentiles Formula of percentile: We calculate position of the 30th percentile:
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 P30 is in group of

. Therefore, there are 30 observations below P30

Applying into percentiles formula:

We compute position of the 90th percentile: P90 is in group of P90 Applying into percentiles formula: . Therefore, there are 90 observations below

P30 = 6.2581 is interpreted as 30 percent of the customers have the assessment less than or equal 6.2581 (satisfy) P90 = 8.75 is interpreted as the customers have the assessment less than or equal 8.75 (very satisfy). Question 10: The color of Nouvo of respondent

a. Table White No. of respondents Percentage 20 20% Black 38 38% Red 14 14%

Table 10: The color of Nouvo of respondent b. Chart

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50 40 30 20 10 0

50 36

14

White

Black Red

Chart 10: The percentage of the color of Nouvo of respondent c. Calculate White color = Red color = d. Interpretation Based on the data collected, it can be seen clearly that 50 people are using Black Nouvo, perhaps because of its elegance, 20 % used White Nouvo, and 14 used red. = 25% = 14% Black color = = 50%

Question 11: Impression Nouvo of respondents a. Table Color Sophisticated front design No. of respondents Percentage 61 61% 22 22% Impressive rear design 12 12% 5 5% Others

Table 11: Impression Nouvo of respondents

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b. Chart

Impression Nouvo of respondents

5% 12% Color 22% 61% Sophisticated front design Impressive rear design Others

Chart 11: Impression Nouvo of respondents c. Calculation Color: 100% = 61% Sophisticated front design : 100% = 12% Others: 100% = 22%

Impressive rear design : d. Interpretation

100% = 5%

There are 61 people that impressed Nouvo by its color, 22% for Sophisticated front design, 12% for Impressive rear design and 5% for others.

Question 13: Evaluation the price of Nouvo a. Table x Midpoint (x) Very cheap (0- 2) Cheap (2- 4) 1 3 1 12 Frequency (f) Cumulative frequency 1 13 1 36 F(x)

34

Normal (4- 6) Expensive (6- 8) Very expensive (810) Total

5 7 9

37 43 7

50 93 100

185 301 63

f= 100 Table 12: Evaluation the price of Nouvo

f(x)= 586

b. Chart
50 Frequency 40 30 20 10 0 1 12 13 50 7 Agree (6- 8) Strongly agree (8- 10) 37 43 93 100 120 100 80 60 40 20 0

1 Strong disagree Disagree (2- 4) Neutral (4- 6) (0- 2) Frequency

Cumulative frequency

Chart 12: Evaluation the price of Nouvo c. Calculation d. Interpretation According to the results statistic, evaluation of the price of Nouvo an average 5.86 point, explaining that "normal" use of the Likert scale. Question 14: Evaluation of fuel saving system of Nouvo

Cumulative frequency

35

a. Table x Midpoint (x) Very good (8-10) Good (6- 8) Normal (4- 6) Bad (2- 4) Very bad (0- 2) Total 1 3 5 7 9 10 49 39 1 1 f= 100 Table 13: Evaluation of fuel saving system of Nouvo b. Chart Frequency (f) Cumulative frequency 10 59 98 99 100 10 147 195 7 9 f (x) = 368 F(x)

50 40 Frequency 30 20 10 0 7 1 1 Very good (810) 8 Good (6- 8)

45 40 93 100

120 100 80 53 7 60 40 20 0 Cumulative frequency

Normal (4- 6)

Bad (2- 4)

Very bad (0- 2)

frequency

cumulative frequency

Chart 13: Evaluation of fuel saving system of Nouvo

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c. Calculation d. Interpertation Based on data collection, fuel saving system of Nouvo had an average of 3.68 points. It has interpretation in the Likert scale as Bad. Question 15: Evaluation the price of the accessories a. Table x Midpoint (x) Very cheap (0- 2) Cheap (2- 4) Neutral (4- 6) Expensive (6- 8) Very expensive (8- 10) Total 1 3 5 7 9 1 12 37 43 7 f= 100 Table 14: Evaluation the price of the accessories Frequency (f) Cumulative frequency 1 13 50 93 100 1 36 185 301 63 f(x)= 586 F(x)

b. Chart
37

50 45 40 35 30 25 20 15 10 5 0

43 37 93

120 100 100 80 60 Cumulative frequency

Frequency

Frequency Cumulative frequency

50 12 7 1 13 1 Very Cheap (2- Normal (4- Expensive Very Cheap(04) 6) (6- 8) expensive 2) (8- 10)

40 20 0

Chart 14: Evaluation the price of the accessories c. Calculation d. Interpretation According to the results statistic, Evaluation the price of the accessories accounts an average 5.86 point, explaining that "neutral" use of the Likert scale.

Question 16: Evaluation of Warranty policy of Nouvo

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a. Table x Midpoint (x) Very bad (0- 2) bad (2- 4) Normal (4- 6) good (6- 8) Very good (8- 10) 1 3 5 7 9 2 10 23 51 14 f= 100 Table 15: Evaluation of Warranty policy of Nouvo b. Chart
Cumulative Frequency 60 50 40 30 20 10 0 51 86 23 10 2 2 12 35 120 100 100 80 60 14 40 20 0

Frequency (f)

Cumulative frequency 2 12 35 86 100

F(x)

2 30 115 357 126 f= 630

Frequency Cumulative frequency

Chart 15: Evaluation of Warranty policy of Nouvo c. Calculation d. Interpretation Based on the above statistics, the average result was 6.30. It means making a survey of 100 clients of Warranty policy of Nouvo, with an average of 6.30 and belongs to "Good" of the Likert scale.

Frequency

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Question 17: Evaluation of customer services of Yamaha a. Table Value Midpoint (x) Very bad (0- 2) Bad (2- 4) Normal (4- 6) Good (6- 8) Very good (8- 10) Total 1 3 5 7 9 3 0 27 50 20 Frequency (F) Cumulative frequency 3 3 30 80 100 3 0 135 350 180 F(x)

Table 16: Evaluation of customer services of Yamaha Chart

60 50 Frequency 40 30 20 10 0 3 3 Very bad (0- 2) 0 3 Normal (4- 6) good (6- 8) Very good (810) 27 20 30 80 120 100 100 80 60 40 20 0 Cumulative frequency

50

bad (2- 4)

Frequency (F)

Cumulative frequency

Chart 16: Evaluation of customer services of Yamaha Chart b. Calculation c. Interpretation

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Based on the above statistics, the average result was 6.68. It means making a survey of 100 clients of customer services of Yamaha Chart, with an average of 6.76 and belongs to "good" of the Likert scale. Question 18: The other Yamahas scooter of respondent a. Table None No. of respondents Percentage 40 40% Cuxi 25 25% Nozza 15 15% Mio 10 10% Luvias 10 10%

Table 17: The other Yamahas scooter of respondent b. Chart

The other Yamahas scooter

50 40 30 20 10 0 None Cuxi Nozza Mio Luvias 40% 25% 15% 10% 10%

Chart 17: The other Yamahas scooter of respondent

c. Calculate None = Nozza = Luvias = = 40% = 15% = 10% Mio = Cuxi = = 10% = 25%

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d. Interpretation From the above, 40% of the respondent just use Nouvo in Yamahas scooter, 25 people use Cuxi, 15% use Nozza, 10% use mio and 10% for luvias.

Question 19: Evaluation of Satisfaction for Nouvo a. Table Value Mid-point Frequency (x) Very Dissatisfy (0- 2) 1 Dissatisfy (2- 4) Normal (4- 6) Sastify (6- 8) Absolutely satisfy (810) Total Table 18: Evaluation of Satisfaction for Nouvo b. Chart
60 50 Frequency 40 30 20 10 0 3 3 1 4 Very satisfy (8- 10) 35 9 31 56 91 100 120 100 80 60 40 20 0 Cumulative frequency

Cumulative frequency 3 4 35 91 100

F(x)

(F) 3 1 31 56 9

3 3 155 392 81

3 5 7 9

Very Expensive (2- Normal (4- 6) Satisfy (6- 8) expensive (04) 2) Frequency (F)

Cumulative frequency

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Chart 18: Evaluation of Satisfaction for Nouvo c. Calculation

d. Interpretation Based on the above statistics, the average result was 6.68. It means making a survey of 100 clients of Satisfaction for Nouvo, with an average of 6.76 and belongs to "Sastify" of the Likert scale.

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Question 20: Assessment about the confidence of respondent about Yamaha products

Value

Midpoint (x)

Frequenc y (f)

Cumulative frequency

f(x)

|x - x |

f(|x - x |)

|x - x |2

f(|x - x |)2

0-2 2-4 4-6 6-8 8-10

1 3 5 7 9

3 23 58 16 0

3 26 84 100 100

3 69 290 122 0

3.74 1.74 0.26 2.26 4.26

11.22 40.02 15.08 36.16 0

13.9876 3.0276 0.0676 5.1076 18.1476

41.9628 69.6348 3.9208 81.7216 0

a. Table

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f= 100

f(x) = 474

|x- x |

f(|x- x |)

(x- x ) = 40.338

f(|x- x |)

= 12.26 = 102.48

= 197.24

Table 19: Assessment about the confidence of respondent about Yamaha products

b. Chart
70 60 Frequency 50 40 30 20 10 0 3 3 23 16 26 0 120 100 84 100 100 80 60 40 20 0 Cumulative frequency

58

Very disbelieve (2- Normal (4- 6) Believe (6- 8) Absolutely disbelieve (04) believe (8- 10) 2) Frequency (F) Cumulative frequency

Chart 19: Assessment about the confidence of respondent about Yamaha products c. Calculation 1. Range Customers assessment about the confidence of respondent about Yamaha products
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has the range of 8, interpreted as the difference between the highest and lowest midpoint is 8 in the Likert scale 2. Arithmetic mean (

The assessment of the confidence of respondent about Yamaha products had a point average 4.74, it explains for "normal in the Likert scale. 3. Mean deviation | |

The mean deviation of 1.02 means the confidence of respondent about Yamaha products from normal to believe in the Likert scale used. 4. Median

Before computing value of median, we need identify position of median in range of value with formula: Applying into formula (2): Median is belong to group Applying into formula (1): (according to table)

The median of 4.83 is interpreted as the data collected the confidence of respondent about Yamaha products the middle value of 4.83. 5. Mode Mode is the value that occurs the most often Mode belongs to group Formula of Mode: .

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The mode of 4.91 is interpreted as the value of the questions to be answered most . 6. Variance Variance = 7. Standard deviation

The variance is 1.9724 and the standard deviation is the square root of the variance, which is 1.404. This means on average, each of the choices of the customers deviates 1.404 from the mean. 8. Coefficient of variance

Expressed as a percentage = 29.6% Coefficient of variance is 29.6% percent. It explained by the choice of respondents to this question is equivalent to the average value. 9. Quartiles There are 3 quartiles, quartile 1(Q1) is the 25th percentile, quartile 2 (Q2) is the 50th percentile (equal median), and quartile 3 (Q3) is the 75th percentile. Formula of quartile:

In order to computing quartile, we have to identify position observation of the quartile.

Quartile 1 (Q1) is in the range of Q1. Applying into formula of quartile:

. Therefore, there is 25 items which are below

Q3 is in the range of

. Therefore, there are 75 observations which is below Q3

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Applying into quartiles formula: Q1 = 3.91 means that 25 percent of the customers have the assessment less than or equal 3.91 (neutral in the Likert scale). Q2 = 4.83 proves that 50 percent of the customer's assessment is less than or equal 4.83 (neutral). Finally, Q3 = 5.67 means that 75 percent of the customers assessment about the confidence of respondent about Yamaha products less than or equal 6.84 point (believe). 10. Percentiles Formula of percentile: We calculate position of the 30th percentile: P30 is in group of . Therefore, there are 30 observations below P30

Applying into percentiles formula: We compute position of the 80th percentile: P80 is in group of .

Applying into percentiles formula:

P30 = 4.13 is interpreted as 30 percent of the customers have the assessment less than or equal 4.13 (Normal) P80 = 5.86 is interpreted as the customers have the assessment less than or equal 5.86 (Normal). Correlation 1: Question 9 and Question 13: The correlation between the quality of items and the price of items a. Table No. Quality of itmes Price of items xy

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

7 7 7 5 5 9 9 7 1 5 7 7 5 7 5 7 9 7 5 7 5 7

9 7 7 5 5 9 7 7 9 7 7 7 7 7 7 7 7 7 5 5 7 5

63 49 49 25 25 81 63 49 9 35 49 49 35 49 35 49 63 49 25 35 35 35

81 49 49 25 25 81 49 49 81 49 49 49 49 49 49 49 49 49 25 25 49 25

49 49 49 25 25 81 81 49 81 25 49 49 25 49 25 49 81 49 25 49 25 49

49

23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44

5 7 7 9 9 5 5 7 7 7 3 9 7 7 7 1 5 9 9 5 7 5

7 5 9 9 9 7 1 7 7 5 7 9 7 7 7 1 7 5 7 5 5 5

35 35 63 81 81 35 5 49 49 35 21 81 49 49 49 1 35 45 63 25 35 25

49 25 81 81 81 49 1 49 49 25 49 81 49 49 49 1 49 25 49 25 25 25

25 49 49 81 81 25 25 49 49 49 9 81 49 49 49 1 25 81 81 25 49 25

50

45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66

7 7 7 5 7 7 5 7 9 7 7 7 7 7 7 5 7 7 9 7 5 7

7 7 5 7 5 7 5 5 7 7 7 9 7 7 7 7 5 7 7 9 5 7

49 49 35 35 35 49 25 35 63 49 49 63 49 49 49 35 35 49 63 63 25 49

49 49 25 49 25 49 25 25 49 49 49 81 49 49 49 49 25 49 49 81 25 49

49 49 49 25 49 49 25 49 81 49 49 49 49 49 49 25 49 49 81 49 25 49

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67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88

7 5 5 5 5 7 7 5 9 3 7 5 5 7 7 7 5 7 7 9 7 7

7 5 7 5 5 7 5 7 7 5 7 5 5 7 5 5 5 7 7 7 7 9

49 25 35 25 25 49 35 35 63 15 49 25 25 49 35 35 25 49 49 63 49 63

49 25 49 25 25 49 25 49 49 25 49 25 25 49 25 25 25 49 49 49 49 81

49 25 25 25 25 49 49 25 81 9 49 25 25 49 49 49 25 49 49 81 49 49

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89 90 91 92 93 94 95 96 97 98 99 100

5 5 7 5 5 5 5 7 5 7 7 7 640

5 5 5 7 7 9 7 5 7 7 7 7 648

25 25 35 35 35 45 35 35 35 49 49 49 4228

25 25 25 49 49 81 49 25 49 49 49 49 4412

25 25 49 25 25 25 25 49 25 49 49 49 4340

a. Chart
10 8 price of items 6 4 2 0 0 2 4 6 8 10 quality of items Price of items Linear (Price of items) y = 0.3311x + 4.3607 R = 0.1256

Chart 20: The correlation between the quality of items and the price of items
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b. Calculation [ Coefficient of determination ][ ]

An equation of a straight lines has the form: y = a + bx

We have an equation of line following: y = 4.3607 + 0.3311x c. Interpretation The correlation coefficient ( ) is 0.35; it means that the correlation between the quality of items and the price of items is positive partial correlation; however this correlation is very low. Besides the co- efficient of determination ( is about 0.125. basing on this result, we

can see that there are about 12,5% quality of product is shown on the price of items, so that the 87,5% of quality is represented in other elements. d. Conclusion Based on this correlation, we can say that the close relationship between the quality of the goods and the prices of commodities. If the quality of items is good, cozy up to the user, the company will receive the price accordance with goods e. Recommendation It is important for Yamaha to improve the correlation between the quality of items and the price of items. The firm should focus on designing to create more design, functions,.. to attract more and more new customer and remain existing customers. This thing can help the firm achieve better positive partial correlation.
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Correlation 2: Question 13 and Question 15: The correlation between conversion price of Yamaha Nouvo and price for the accessories at Yamaha store a. No. Price of Nouvo 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 9 7 7 5 5 9 7 7 9 7 7 7 5 7 7 7 7 7 Price of accessories 9 7 7 5 5 9 7 7 9 7 7 7 7 7 7 7 7 7 81 49 49 25 25 81 49 49 81 49 49 49 35 49 49 49 49 49 81 49 49 25 25 81 49 49 81 49 49 49 49 49 49 49 49 49 81 49 49 25 25 81 49 49 81 49 49 49 25 49 49 49 49 49 xy x2 y2 Table

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19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

7 1 7 7 7 5 9 9 9 5 7 9 7 7 7 9 7 7 5 1 7 5

5 5 7 5 7 5 9 9 9 7 1 7 7 5 7 9 7 7 7 1 7 5

35 5 49 35 49 25 81 81 81 35 7 63 49 35 49 81 49 49 35 1 49 25

25 25 49 25 49 25 81 81 81 49 1 49 49 25 49 81 49 49 49 1 49 25

49 1 49 49 49 25 81 81 81 25 49 81 49 49 49 81 49 49 25 1 49 25

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41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62

9 5 9 5 5 7 5 7 5 7 7 5 5 7 9 9 9 7 7 7 7 7

7 5 5 5 7 7 5 7 5 7 5 5 7 7 7 9 7 7 7 7 5 7

63 25 45 25 35 49 25 49 25 49 35 25 35 49 63 81 63 49 49 49 35 49

49 25 25 25 49 49 25 49 25 49 25 25 49 49 49 81 49 49 49 49 25 49

81 25 81 25 25 49 25 49 25 49 49 25 25 49 81 81 81 49 49 49 49 49

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63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84

9 9 7 1 7 5 7 5 5 7 7 5 7 7 9 9 5 5 7 7 7 7

7 9 5 7 7 5 7 5 5 7 5 7 7 5 7 5 5 7 5 5 5 7

63 81 35 7 49 25 49 25 25 49 35 35 49 35 63 45 25 35 35 35 35 49

49 81 25 49 49 25 49 25 25 49 25 49 49 25 49 25 25 49 25 25 25 49

81 81 49 1 49 25 49 25 25 49 49 25 49 49 81 81 25 25 49 49 49 49

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85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 Total

7 9 7 9 5 5 5 7 9 5 7 7 9 5 5 7 672

7 7 7 9 5 5 5 7 7 9 7 5 7 7 7 7 648

49 63 49 81 25 25 25 49 63 45 49 35 63 35 35 49 4480

49 49 49 81 25 25 25 49 49 81 49 25 49 49 49 49 4412

49 81 49 81 25 25 25 49 81 25 49 49 81 25 25 49 4804

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10 9 8 Price of accessories 7 6 5 4 3 2 1 0 0 2 4 6 8 10 Price of Yamaha Nouvo Price of accessories Linear (Price of accessories) R = 0.2564

Chart 22: The correlation between conversion price of Yamaha Nouvo and Price of accessories at Yamaha store c. Calculation Formula of correlation coefficient (r): [ ][ ]
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Coefficient of determination

64

An equation of a straight lines has the form: y = a +bx

We have an equation of line following: y = 2.9031+ 0.589x

d. Interpretation The calculation shows that the correlation between the Price of Nouvo and price of accessories of Yamaha. Because r = 0.506, so it is a positive correlation means that the gold conversion prices in the game is not too expensive so the money to pay for the items in the game are not high, but it is too low correlation. On the other hand, the coefficient of determination (r ) is 0.2564. It means that 25% of customers rated the value of items that can be explained by evaluating the price of Yamaha, while 80% left evaluate the price for accessories can be explained by the other factors. e. Conclusion Based on this correlation, it can be said that the close relationship between the price of Nouvo and price of accessories of Yamaha . Only when the price of nouvo is cheap, the price of accessories are also cheap, so customers will have conditions to buy accessories to decorate their Nouvo. f. Recommendation To enhance the relationship between price of product and the price for accessories in Nouvo, Yamaha should focus on the price set in Nouvo are not too high. So that will appeal to players buy those items.
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CONCLUSION In this research, we conducted survey on 100 people with 20 questions. This study aims to investigate the competitive advantage on Yamahas Nouvo performance. Our research on the methods used to collect information from the primary data and secondary data. In addition, we performed a questionnaire was designed beautifully. The important method in the report as the sampling method is well suited to survey. After data collection, our group use chart method, analysis and calculation with formula as: Range, mean, mode, variance, standard deviation and so on. We then make recommendations for Nouvo of Yamaha company. This research honest as we investigate first 100 customers mainly customers use Nouvo. Most customers are good reviews but there are still some issues that customers are not satisfied. So we offer some advice to the company to meet changing customer requirements, help companies more competitive with other companies in the market. This research still has some limitation. However, the information in this research is reliable and true based on doing surveys and interviews. The researchers hope that this research can bring back useful information for the company as well as customers

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References
Porter Competitive advantage's definition, [Online], Available: http://www.investopedia.com/terms/c/competitive_advantage.asp. statpac (2012) sampling, 22 Apr, [Online], Available: http://www.statpac.com/surveys/sampling.htm [22 Apr 2012]. statpac (2012) statpac, [Online], Available: http://www.statpac.com/surveys/sampling.htm [22 April 2012].

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