Anda di halaman 1dari 32

YAMAHA Auto mobiles

TOPIC:- MARKETING STRATEGIES OF

YAMAHA

PRESENTED BY:- Rishabh Tripathi B.B.A 5TH B INVERTIS UNIVERSITY

A Company with Core Operations Centered on Sound and Music, Yamaha Develops Its Unique Technologies and Provides Them to the World

ACKNOWLEDGEMENT

It is a great pleasure for me to thanx all those who have helped me during the course of completion of my project.

INTRODUCTION OF COMPANY
It is Japanese company. It is established in 1808, but in India it came in 1975 It is private limited company. In an Indian subsidiary of Yamaha motor company, formed in 2008 as a joint venture with MITSUI.

The founder of company was YUN-WICHIANG & ROBERT GIBBS but in India Mr. s.khanna contacted with the company to deal in india The 1st bike of Yamaha was RD -350 which was successful in Japanese market Yamaha gave a tuff competition to other motor companies at that time and made a good market image in the minds of customers

COMPANY PROFILE
INDUSTRY :- Conglomerate FOUNDED :- October 12, 1887 HEADQUARTERS :- Hamamatsu, Shizuoka, Japan KEY-PEOPLE :- Torakusu Yamaha, FOUNDER :- Mitsuru Umemura, President & Representative Director

REVENUE :-US$ 15.9 billion (2010) Operating income US$ - 189.3 million (2010) Net income US$ - 225.5 million (2010) EMPLOYEES :- 51,474 (2010)

PRODUCTS:-

Musical Instruments, Audio/Video,

Electronics, Computer related products, Motorcycles, Commuter Vehicles & Scooters, Recreational Vehicles, Boats, Marine Engines, Personal Watercraft, Electrically Power Assisted Bicycles, Automobile Engines, Unmanned Aerial Vehicle, Golf Cars, Power Products, Pools, Compact Industrial Robots, Wheelchairs, Parts including clothing, helmets

HISTORY

Yamaha was established in 1887 as a piano and reed organ manufacturer by Torakusu Yamaha as Nippon Gakki Company, Limited. (literally Japan Musical Instrument Manufacturing Corporation) in Hamamatsu, Shizuoka prefecture and was incorporated on October 12, 1897. The company's origins as a musical instrument manufacturer is still reflected today in the group's logoa trio of interlocking tuning forks.[3]

After World War II, company president Tomiko Genichi Kawakami repurposed the remains of the company's war-time production machinery and the company's expertise in metallurgical technologies to the manufacture of motorcycles. The YA-1 (AKA Akatombo, the "Red Dragonfly"), of which 125 were built in the first year of production (1958), was named in honor of the founder. It was a 125cc, single cylinder, two-stroke, street bike patterned after the German DKW RT125 (which the British munitions firm, BSA, had also copied in the postwar era and manufactured as the Bantam and Harley-Davidson as the Hummer. In 1959, the success of the YA-1 resulted in the founding of Yamaha Motor Co., Ltd.

Yamaha has grown to become the world's largest manufacturer of musical instruments (including pianos, "silent" pianos, drums, guitars, brass instruments, woodwinds, violins, violas, celli, and vibraphones), as well as a leading manufacturer of semiconductors, audio/visual, computer related products, sporting goods, home appliances, specialty metals and industrial robots. In 1989, Yamaha shipped the world's first CD recorder. Yamaha purchased Sequential Circuits in 1988. It bought a majority stake (51%) of competitor Korg in 1989, which was bought out by Korg in 1993.

It acquired German audio software manufacturers Steinberg in January 2005, from Pinnacle Systems. In July, 2007, Yamaha bought out the minority shareholding of the Kemble family in YamahaKemble Music (UK) Ltd, Yamaha's UK import and musical instrument and professional audio equipment sales arm, the company being renamed Yamaha Music U.K. Ltd in autumn 2007.[6] Kemble & Co. Ltd, the UK piano sales & manufacturing arm was unaffected.[7]

Yamaha Corporation is also widely known for their music teaching programme that began in the 1950s On December 20, 2007, Yamaha made an agreement with the Austrian Bank BAWAG P.S.K. Group BAWAG to purchase all the shares of Bsendorfer,[8] intended to take place in early 2008. Yamaha intends to continue manufacturing at the Bsendorfer facilities in Austria.[9] The acquisition of Bsendorfer was announced after the NAMM Show in Los Angeles, on January 28, 2008. As of February 1, 2008, Bsendorfer Klavierfabrik GmbH operates as a subsidiary of Yamaha Corp.[10]

.Yamaha electronic have proven to be successful, popular and respected products. For example the Yamaha YPG-625 was given the award "Keyboard of the Year" and "Product of the Year" in 2007 from The Music and Sound Retailer magazine.[11] Other noteworthy Yamaha electronics include the SHS-10 Keytar, a consumer-priced keytar which offered midi output features normally found on much more expensive keyboards.

Other companies in the Yamaha group include: Bsendorfer Klavierfabrik GmbH, Vienna, Austria. Yamaha Motor Company Yamaha Fine Technologies Co., Ltd. Yamaha Golf Cart Company Yamaha Livingtec Corporation Yamaha Metanix Corporation Yamaha Music Communications Co., Ltd. Yamaha Pro Audio

MOTOR COMPANY

Yamaha Motor Company Limited is a Japanese motorized vehicle-producing company. Yamaha Motor is part of Yamaha Corporation and its headquarter is located in Iwata, Shizuoka. Along with expanding Yamaha Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. The company's intensive research into metal alloys for use in acoustic pianos had given Yamaha wide.

knowledge of the making of

lightweight, yet sturdy and reliable metal constructions. This knowledge was easily applied to the making of metal frames and motor parts for motorcycles. Yamaha Motor produces motorcycles, all-terrain vehicles, boats, marine engines including outboards, automobile engines, personal watercraft and snowmobiles

The Yamaha corporate logo is composed of

three tuning forks placed on top of each other in a triangular pattern. In 2000, Toyota and Yamaha Corporation made a capital alliance in which Toyota paid Yamaha Corporation 10.5 billion for a 5 per cent share in Yamaha Motor Company while Yamaha and Yamaha Motor each bought 500,000 shares of Toyota stock in return.

Research Objective
To know the sales promotion strategies of

Yamaha automobiles ltd. To know the customer satisfaction level through dealer.

BIKES

Yamaha's first motorcycle was the 1 YA-1, which had a 125 cc, single-cylinder two-stroke engine. It was launched in February 1955 and the bike won its first race, the Mount Fuji Ascent Race, in July 1955.[3] Yamaha continued producing two-stroke engines until it launched the XS-1 in 1969, with a 650 cc two-cylinder four-stroke engine, using expertise that it gained doing engine development work for Toyota.[4] In 1979, the XT500 won the first Paris-Dakar Rally.[5]

In 1994, Yamaha announced the creation

of Star Motorcycles, a new brand name for its cruiser series of motorcycles in the American market. In other markets Star motorcycles are sold under the Yamaha brand. Today Yamaha produces scooters from 50 to 500 cc, and a range of motorcycles from 50 to 1,900 cc, including cruiser, sport touring, sport, dual-sport, and off-road.

SWOT ANALYSIS
Strength-leadership

positioning in the market having share near about 39.9% Large network of dealers & high number of domestic sale. The customer of this company is reliable in nature.

Weakness Average

of Yamaha bikes are not good as compare to other bikes. Young generation shifting towards new foreign bikes. Gladiator & Crux are not selling in the market.

Opportunity Launched

the new version of R-

15. Fz-s & Fazer also capture a good share into the market. Having new technology & well machinerised service center.

Threat-

New

brands bike also coming in the market for giving competition. Market share of company is decline 39.9% to 36.09%.

Research methodology
The

data is collected through secondary way. Through net, newspaper & magazines.

Findings
Bikes are mainly purchased by young generation. Mainly focuses on sports bike. Customer are satisfied with Yamaha bikes. Company are ready to launch there new scooter for girls & other persons.

Business Operation or key Products


Motorcycles Communicator vehicles Recreational vehicles Boats Marine engines Personal watercrafts Electrically power assisted bicycles Golf cars

Different Features of company


The company launched 7 bikes in abroad but in india it launched 13 bikes. Diff. bikes for diff. age group. Mainly they focus on sports bike for youngsters but for other age groups, for. Ex. Alba 106, sz, gladiator The models and colors of the bike is attractive and unique.

Strategy of Sales Promotion


Focuses more on advertisement It targeted youth mainly For making good image in the minds of the youngsters, company made S.Lorenzo (world champion moto gp 2011-2012) the brand ambassador of the company Exchange offer and many other offer given to customer like. Free services, insurance and free discounts.

THANK YOU