Yamaha History
Yamaha History
Yamaha History
Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded the company, which began producing reed organs. The Yamaha Corporation in Japan (then Nippon Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical instruments, and a leading producer of audio/visual products, semiconductors and other computer related products, sporting goods, home appliances and furniture, specialty metals, machine tools, and industrial robots. The Yamaha Motor Corporation, Ltd., begun on July 1, 1955, is a major part of the entire Yamaha group, but is a separately managed business entity from the Yamaha Corporation. The Yamaha Motor Corporation is the second largest manufacturer of motorcycles in the world. Yamaha Motor Corporation owns its wholly-owned subsidiary in the U.S. called Yamaha Motor Corporation, USA, that is handling not only motorcycles, but also snow mobiles, golf carts, outboard engines, and water vehicles, under the brand name of Yamaha as well. In 1954 production of the first motorcycles began, a simple 125cc single-cylinder two-stroke. It was a copy of the German DKW design, which the British BSA Company had also copied in the post-war era and manufactured as the Bantam. Japan s Yamaha Motor Company, one of the biggest motor bike companies in the world, faced numerous difficulties after the Asian financial crisis. As currencies, stock markets and asset values in many countries plummeted, there was a major decline in the earning and purchasing powers of consumers. Yamaha s motor bike segment accounted for nearly 60% of its total sales but the company s market share in the Asian nations declined rapidly from 18% in 1999 to 11% in 2003. Yamaha s debts amounted to an astounding $2.3 billion in 2001. The demand for Yamaha bikes decreased and inventories piled up. To counter all these difficulties, Yamaha initiated various management plans, operational reforms and exclusive marketing strategies and from 2003 began to show tremendous improvement in its financial position. The case discusses these strategies in detail to show how
Yamaha made a comeback in the Asian bike market. It also enables comparison with the performance of competitors like Honda and Suzuki. Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint-venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)". IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both domestic and export markets. With a strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX (1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15 (150cc), Fazer (153cc), FZ-S (153cc), FZ16 (153cc), SZR(153cc), SZ & SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and Crux (106cc).
As a 5 year plan, Yamaha is aiming to double its dealers so as to spread its two wheelers to rural India. According to Koji Arai, Director and Chief Sales Officer of Yamaha India, the company is likely to increase the showrooms count to 2000 especially in the small towns and rural hubs of the country. Yamaha might have read somewhere in the history book that Agriculture is the back bone of India and 70% of population resides in rural areas of the country. Also, the No.1 two wheeler maker Hero Honda is focusing on expanding its dealership activities in non-urban areas.
According to automobile analysts, since Urban commuters are slowly moving from two wheelers to cars, the two-wheeler's future lies more in the rural and semi-urban regions. This is quite obvious as cars like Tata Nano, starts at 1.5 lakh rupees on road, and the mileage of such small cars are almost would claim a 40% more fuel expenses per month, which the urban working mass are able to afford easily nowadays, thanks to the strong income growth. SIAM stated that the total number of motorcycles sold has rised up to 26% based on the sales between March 2009 to March 2010 and Yamaha has sold 2,23,305 units locally in this period. The motorcycle major, Hero Honda's contribution is a massive 58% of the total country's two wheeler sale, out of which, 40% was from business done in villages. Yamaha believes in "Word of mouth" method where the existing customers give a good feedback to their well wishers and thereby the new customers buy the vehicles trusting the "word of mouth" of their known people. Hence, it is vital for the company to establish good relationships with its customers who own Yamaha bikes. This is where "Yamaha Bike Corners" outlets comes in to small towns and rural areas. Yamaha customers can get exclusive free services and test rides in Yamaha Bike Corners.
Yamaha in India produces 6 lakh units per annum and all of them are bikes. But, on careful study of the Indian two wheeler market, the sales of scooters has made an impressive rise upto 27% during 2009-2010 period. This clearly indicates a need for more scooter variant. Yamaha has some plans to launch scooters soon!
units in 1961. These days, Bajaj Auto Ltd. has started offering products in all segments (mopeds, scooters & motorcycles).
engineered for those who demanded strength and ruggedness. Along with them all, Suzuki Shogun was for those who wanted raw power. TVS Motor has continually worked on innovation of the motorcycle segment along with two wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a 60 cc Scooterette which keep one step ahead of its time in India. TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008 award for Customer Excellence and the other one is 2008 Symantec South Asia Visionary Award. Along with this, it is the first company in the world to be honored with
The Deming Prize for Total Quality Management. In September 2008, the company has got 19% growth for registering total two wheeler sales of 137,246 units. The company is the third largest two-wheeler manufacturer in India and ranks among the top ten globally. The company was the first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian market. In all, team TVS has triumphed each and every race and rally in the country from the road to racetrack, with each of the TVS bikes being a winner. And each time the
'Team TVS' has won on the track or off it; our customers have secured a better product for their personal transportation.
Yamaha SZ
Yamaha has lynched its stunning bike in Dewali.This is festive gift from yamaha company for all the bike lovers specially for the young generation who always prefer style with speed.This is fully stylish 153cc bike totally air cooled with amazing 5 gears. Adding to SZ charisma are the sophisticated meter panel, modern look dual tail lights, full plastic chain case (gives protection from dust & water), robust side cover and 5-spoke cast wheel.Yamaha SZ is available in 2 shades - Red & Black.
Fuel Economy of Yamaha SZ Yamaha SZ returns fuel economy of around 50 kmpl in city driving conditions and 65 kmpl on highway.
ENGINE SPECIFICATIONS
Displacement: Engine: Maximum Power: Maximum Torque: Gears: Clutch: Chassis Type:
153cc Air-cooled, 4-stroke, SOHC 12 Bhp @ 7500 rpm 12.8 Nm @ 4500 rpm 5 Manual Wet Type Not Announced Air Cooling
Cooling Type:
On
Price
Rs. 58,000
YAMAHA
Bikes
sales
increased
by
23%
in
November
yamaha bikes registered a huge margin of sales in November 2010 as compared to the previous years sales.It sold 30,310 units in November 2010 as compared to 24,600 units sold in November 2009.total exports also gained marginally by 7,600 units in 2010 while 7545 in the year of 2009.
Mr. H. Suzuki, the new CEO & Managing Director, India Yamaha Motor is very pleased over the performance of the company and said We are glad that our sales have maintained a consistent growth trend. Our premium segment bikes such as FZ series and YZF-R15 are doing very well. Our powerful commuter SZ bike and entry level YBR 125 and YBR 110 bikes also continue to grow at a brisk pace which shows that we have been able to meet the customers expectations with a strong product portfolio. We expect our strong showing to continue in the coming months.
998cc FZ1
bikes in the bike market these are 998cc fzi and 153cc SZ-R. Mr. Hiroyuki Suzuki, CEO & Managing Director, India Yamaha Motor is very much apprehensive regarding the two bikes launched and said India is one of the key markets for Yamaha and we have been constantly shifting gears to transform the market from utility to pleasure & lifestyle. Yamaha offers innovative designs, sporty looks and premium features across models as part of its strategy to give consumers a new thrill in biking. After the successful launch of our superbikes and 150 cc bikes in the Indian market over the last 3 years, we are adding two new bikes to our portfolio corroborating Yamahas continued commitment to provide world-class products to its consumers.
Z1 is available in 2 color options - Black and White at an ex-showroom price (Delhi) of Rs. 8,70,000/-.
153cc SZ-R
There is another sporty bike has been launched by the Yamaha company that is 153cc SZ-R in the bike market.This is not as powerful as compared to the previous bike as it 153cc engine but it is very comfortable and stylish looking.The bike comes with front disc brake, tachometer and has tank protector added to the fuel tank to make it appear even larger.
Indian market this bike is available in 3 different colors these are quality Black,quality Red,and quality SZ-R is priced at Rs. 55,500/(Ex-showroom price blue. Delhi)
Yamaha R-15 is the first sports looking bike that has been launched by yamaha company in indian bike market.This bike has totally outnumbered all the other sports looking bikes that are already exist in bike market.A highly performed bike with this dashing look boost the indian bike segment. This bike is performed by 149.8cc.fuel injected liquid engine with amazing 17bhp with maximum torque of 15 Nm at 7500rpm; which makes it like the most powerful bike under 200cc range and has a 6-speed Transmission.
High Speed of Yamaha is around 145km/phr with consuming very less petrol.This amazing bike also generate maximum power of around 20-22bhp,which is strongly competing powerful bikes like Karizma and Pulsar.
Features'
-Self Start,-Incredible Stylish,Front Disc Brake,-Tubeless Tyre,Alloy Wheel,Height is just 1070mm,Top Speed:135kph,Gears:6 Manual,Fuel Tank:12.00 ltrs.
Here is a very special news for all Yamaha lovers in india.YAMAHA the Japanese bike manufacturing company which has already launched few dashing look in 2010,coming up with a very powerful and sports look bike that is YAMHA YZR -R1 and V MAX bikes.These powerful bikes will come up in Indian roads by March 2011. Company has only released the Images of these bikes for the customer review.
There is no proper information regarding its technical news and also where the power plants will be build.But one thing is sure that this bike would come up with a very powerful engine.
YAMAHA FAZER
Indian Yamaha customer is eagerly waiting for a awesome looking bike.There long waiting comes to an end as yamaha has launched awesome looking Yamaha Fazer.With the stunning look it is triple macho design concept with 150cc engine exactly suitable for Indian roads. ENGINE Specification With the 153cc engine and 5 manual gear this bike has stunned the Indian customer.Top is speed is around 135 kmph. Price-Price of this bike is around 75,000
COLOR -- Electric Blue ,Midnight Black,Lava Red, Flaming Orange Yamaha India is certainly on superb position - With the launch of Fazer thay have added another feather which consists of Crux, Alba, Gladiator, FZ, FZ-S, R15, R1 & MT-01.
YAMAHA bike Sales increased significantly due to innovative Marketing initiatives in 2010
Yamaha bike sales has increased marginally in 2010 compared to 2009.As far as the company sources Yamaha the leading Japanies bike manufacturing company has launched several high performance and sports looking bikes the year of 2010.With proper Marketing strategy these bikes has got overwhelming support from Indian bike lovers.This changed the picture and Yamaha sold total of 350,264 motorcycles in 2010 as compared to 267,895 motorcycles in 2009, a growth of 30.7% over last year.
During this Year Yamaha company has launched several powerful 150+cc bikes like (SZ, SZ-X & SZ-R models) FZ, FZ-S, R15, R1 & MT-01.Not only this they have also entered into the super bike segment by launching 1000cc FZ1 in December.
YAMAHA NEO 50
Yamaha Motor,the Japanese,premier bike manufureing company is willing to enter into the Scooter market in India by launching Yamaha Neo.Though it is very vital decision to enter into a segment which is already being dominated by few other brand company for several years.It would be a challenge for the yamaha as they are completely new in this segment.The scooter market in India is currently dominated by the major bike manufacturing company's like TVS,BAJAJ.
Yamaha Neo mileage,Average,and Fuel economy Yamaha Neo 50 id expected to provide very high mileage and better fuel efficiency than other existing scooters,Fuel efficiency is around 45kmpl,with the engine capacity 49.2cc displacement.
The growth witnessed by the Indian two wheeler industry has attracted a number of new entrants to the market and it is expected that the Indian industry will become more competitive in the future. The excess of products introduced in the past has also raised customer expectations with respect to reliability, styling, performance and economy. Inflation is a big factor that may play a part in moving the loyalties and aspirations of people away from the four to the much cheaper and economical two wheeler segment. Moreover, the constantly increasing prices of oil and increasing interest rates on finance are not helping the cause either. Environmental Concerns are also quite big on the agenda these days and do play a part in the preference of consumers choices. The rising global temperatures along with daily snippets in the national and international media about the thinning of ozone and imminent environmental disaster have all contributed to the making of a present day environmentally conscious consumer.
150cc. The bikes in the premium segment include MT01 and YZF R1. Yamaha is bringing its latest technologies to India and aims to come up with a new product for the Indian market every quarter. The reliability and riding quality of a Yamaha have already been established through its earlier products. Price: The Yamaha range of products has been very competitively priced and the prices of its premium segment bikes MT01 and YZF R1 are priced much below any present or prospective competitor in the segment at Rs.10.5 lacs.
Its other products like the R15 has also been priced optimally looking at the specifications of the bike. The bike despite being only 150 cc provides around 22 BHP of power, more than any other bike in the 150-220cc. bracket. The bike has also brought the liquid cooled engine technology to India and other features like the styling etc. are also quite new for the Indian market and hence considering what it gives you it is a bargain at Rs.97,500. Promotion: Yamaha has been constantly loosing market share over the last few years and has thus decided to change its brand image with change in its market strategy. The company now wants to be known for its style and speed. It looks to be known as a sports bike manufacturer and not as an economy bike segment player. Taking these factors into consideration the company has started a complete makeover of its image. The recent R15 and FZS ads on numerous channels on TV and other ads on both electronic and print media vindicate the point. The company has also opened Yamaha bike stations which are company owned showrooms and completely symbolize the brand image that Yamaha wants to achieve in India.
Place: India Yamaha Motors has adopted a two tier marketing channel
consisting of the Primary dealers at tier1 and the secondary dealers or retailers at tier2. In addition to these two tiers there are also the company owned showrooms and the multibrand outlets.
01 EXECUTIVE SUMMARY
This research is a hypothesized study which was conducted to measure the Customer Satisfaction Level from the Yamahas new products such as YAMAHA FZ & YAMAHA FZS; this research was conducted in the East UP region. This research was done during the months of June and July2009.Hence the data displayed has been collected
during the before mentioned period. To meet the research objectives, following activities have been performed. 1. An extensive search of relevant literature from news articles, internet, books. This step guided the development of the methods and instruments for collecting data. 2. Designing the questionnaire. 3.Survey has been carried away by telephone, one-on-one interviews; The Survey included both quantitative, forced-choice or close ended questions and qualitative, open-ended questions. 4.Analysis was done on the basis of the information. During this research it was found that Yamahas new launched bikes(FZ & FZS) has increased its market share by attracting new customers and helped to retain its old customers which they have lost in she past after the ban of RX100 in India. FZ & FZS are awarded as a BIKE OF THE YEAR. India Yamaha Motors, a company that is known for combining technology, quality and performance in their bikes, had taken an initiative to introduce some of their performance driven bikes in India last year and are now reporting an impressive growth of 48% in sales during April 2009 having sold 15120 units as compared to 10199 units in April last year. With their product line-up being the FZ-16, FZ-S and the R15, India Yamaha Motors is also providing their customers with
Different experiences with their various programs such as allowing the customers to drive their bikes on a race track. It is also seen that Yamaha is focusing on the Premium segment of bikes which is slated to welcome new players. Yamaha would have to constantly innovate and come up with new products to maintain its dominance in the segment.
This research is geographically restricted to Lakhimpur only. Hence the result cannot be extrapolated to other places. The study is restricted only to the organized sector of two wheeler industry The seriousness of the respondents and their ability to justify their answers may also be a limitation. The sample size is small due to the specified reasons. Findings are based on sample survey. All interview questions are undisguised or direct. Hence there is a scope for the respondents to be biased or pretentious.