Yamaha Marketing ConsumerBehaviour Final With Graphs

8/6/2019 Yamaha Marketing ConsumerBehaviour Final With Graphs

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A

RESEARCH REPORT

ON

C O N S U M E R B E H A V IO U RI N T W O W H E E L E R S I N D U S T R IE S

WITH SPECIAL REF. TO

SUBMITTED FOR REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO SUBMITTED BY

AMIT KUMAR MD.EHTESHAM AHSAN

Director (Mgmt. Dept.) MBA (IV Sem)J.I.E.I, Gr. Noida Roll No. 0961870038

JANHIT INSTITUTE OF EDUCATION AND

INFORMATION

GREATER NOIDA


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AT A GLANCE


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ACKNOWLEDGEMENT

It is a pleasure to record my thanks and gratitude to persons and organizations whose

generous help and support enabled me to complete this research report within the

stipulated time period. My special thanks are due to It is a pleasure to record my

thanks and gratitude to persons and organizations whose generous help and support

enabled me to complete this project within the stipulated time period. My special

thanks are due to Prof. AMIT KUMAR, Director (Management Department) and

Faculty Guide

Mr.MD.EHTESHAM AHSAN, J.I.E.I., Greater Noida, for their active help and

support in making me understand about Indian two wheeler industry, who guided me

at each step during my research report period and without whom preparation of this

report would not have been possible.

This research report is the culmination of the synchronized effort of all the above

mentioned that had faith and confidence in me.

I am greatly indebted to all those persons who have helped me in some way or other

in the completion of the research report.

MD.EHTESHAM AHSAN

MBA (IV Sem)

Roll No. 09618750038


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TABLE OF CONTENTS

Chapter.-1. INTRODUCTION

Chapter.-2. CRITICAL REVIEW OF LITERATURE

Chapter.-3. CORPORATE INTRODUCTION

- Company profile

- Industry profile

- Products of Yamaha

- SWOT checklist

Chapter.-4. RESEARCH METHODOLOGY

- Research problem and objective

- Research process

- Research design

- Scope of study

Chapter.-5. DATA COLLECTION AND PRESENTATION

Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS

INTERPRETATION

Chapter.-7. FINDINGS OF THE RESEARCH

Chapter.-8. GAPS IN LITERATURE REVIEW

Chapter-9. SCOPE OF FURTHER RESEARCH

Chapter.-10. PROBLEM IDENTIFICATION


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Chapter.-11. CONCLUSION

Chapter.-12. SUGGESTIONS

Chapter -13. LIMITATIONS

Chapter -14. BIBLIOGRAPHY


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EXECUTIVE SUMMARY

OBJECTIVE :

To view the satisfaction level of customers for two wheelers industries.

RESEARCH METHODOLOGY :

The research had to be conducted through a survey based on questionnaires

Sample size

200.

Brands covered

Hero honda

Bajaj

Honda

Tvs

Suzuki

Yamaha

Target Area

New Delhi

Noida

Greater Noida

Sampling used


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DATA ANALYSIS :

Analysis was done on the basis of 22 parameters. Bar charts were developed

on these parameters which compare different brands in the 2 wheeler industry.with

the help of these charts. yamahas position in the market is found and analysed .

SUGGESTIONS :

Introduction of new brands.this may turn the market oligopolistic but will

definitely increase the market share.

Looks and style should not be over stressed as compared to quality and

mileage.

Yamaha does not have any successful 150 cc bike.

Yamahas R & D facilities should coordinate with the marketing wing to give

customers what they want.

Secondary research shows that yamaha has a good brand awareness. But

when it comes to real market , it is an illusion.

360 degree marketing approach with aggressive promotional campaignsshould be followed.

Focus should be on young teenagers and executives as they represent largest

portion of the bike user segment .

Provide better sales follow up which almost every brand lacks .

Indian customers generally do not use bike for fashion but as a necessity so

mileage should be a concern.


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CHAPTER 1

INTRODUCTION


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INTRODUCTION

Research means detailed study of a problem. Here, the details of the

marketing problem are collected and studied, conclusions are drawn and suggestions are

made to solve the problem quickly, correctly and systematically. In MR, specific

marketing problem is studied in depth by collecting and analyzing all relevant information

and solution are suggested to solve the problem which may be related to consumers,

product, market competition, sales promotion and so on.

MR is special branch of marketing management. It is comparatively of recent in origin.

MR acts as an investigative arm of a marketing manager. It suggests solution on marketing

problem for the consideration and selection by a marketing manager. MR also acts as an

important tool to study buyer behaviour, changes in consumer life-style and consumption

patterns, brand loyalty and forecast market changes.


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In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one

hand and sales promotion on the other hand. It is rightly treated as the soul of modern

marketing management. MR suggests possible solution on marketing problem to

marketing manager for his consideration and final selection. It is rightly said that the

beginning and end of marketing management is marketing research. It is primarily used to

provide information needed to guide marketing decision, market mix. It acts as a support

system to marketing management.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets :- Markets are no more local in character. They

are now national and even global in character. The marketing activity is becoming

increasingly complex and broader in scope as more firms operate in domestic and global

markets. Manufactures find it difficult to establish close contact with all markets and

consumers directly. Similarly, they have no control on the marketing system once the

goods are sold out to middlemen. This situation creates new problem before the

manufacturers which can be faced effectively through MR as it acts as a feed-back

mechanism to ascertain first hand information, reaction, etc. of consumers and middleman.

Marketing activities can be adjusted accordingly.

2) Wide gap between producers and consumers:- marketing research is needed as

there is a wide gap between producers and consumers in the present marketing system.

Due to mass scale production and distribution, direct contact between producers and

consumers. Producers do not get dependable information as regards needs, expectation and

reactions of consumers, they are unable to adjust their products, packaging, prices, etc. as

per the needs of consumers. The problem created due to information gap can be solved

only through MR as it possible to establish contact with consumers and collect first hand

information about their needs, expectation, likes, dislikes, preferences and special features

of their behaviour. Thus, MR is needed for removing the wide communication gap

between producers and consumers.

3) Changes in the composition of population and pattern of consumption: - In India,

many changes are taking place in the composition of population. There is a shift of

population from rural to urban areas. There have been considerable changes in the

consumption and expenditure patterns of consumers in India. The incomes of the people,

in general, are rising. This brings corresponding increase in their purchasing capacity and

buying needs and habits. The demand for consumer durables is fast increasing. The market


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are now flooded with consumer durables like TV sets and so on. Manufacturers are

expected to know such qualitative and quantitative changes in the consumer preferences

and their consumption pattern. For achieving this objective, MR activities are necessary

and useful. In brief, MR is needed for the study of changes in the pattern of consumption

and corresponding adjustment in the marketing planning, policies strategies.

4) Growing importance of consumers in marketing:-Consumers occupy key position

in modern marketing system. They are now well informed about market trends, goods

available, consumer rights and protection available to them through consumer protection

acts, the growth of consumerism has created new challenges before manufacturers and

traders. Even growing customer expectations create situation when manufacturers have to

understand such expectations and adjust the production policies accordingly. Indifference

towards consumer expectations may lead to loss of business. In the present marketing

system, consumers cannot be taken for granted. Marketing research particularly consumer

research gives valuable data relating to consumers. It is possible to use such data fruitfully

while framing marketing policies. Thus, marketing decisions can be made pro consumer

through marketing research activities.

5) Shift of competition from price to non-price factors:- Cut-throat competition is

unavoidable in the present marketing field. Such competition may be due to various

factors such as price, quality, and packaging, advertising and sales promotion techniques.

Entry of new competitors creates new problems in the marketing of goods and services. In

addition, market competition is no more restricted to price factor alone. There are other

non-price factors such as packaging, branding, after-sales and advertising which create

severe market competition. Every producer has to find out the extent of such non-price

competition and the manner in which he can face it with confidence. MR is needed as it

offers guidance in this regards. A manufacturer can face market competition even by using

certain non-price factors. The shifting of competition from price to non-price factors has

made marketing of consumer goods more complicated and challenging. This challenge can

be faced with confidence by using certain measures through marketing research.

6) Need of prompt decision making :- In competitive marketing, marketing executive

have to take quick and correct decision. Companies have to develop and market new

products more quickly than ever before. However, such decision is always difficult.

Moreover, wrong decisions may bring loss to the organisation. For correct decision

making, marketing executive need reliable data and up to date market information. Here,


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MR comes to the rescue of marketing manager. Problems in marketing are located,

defined, analysed and solved through MR techniques. This suggests its need as a tool for

decision making. MR is needed as a tool for reasonably accurate decision making in the

present highly competitive market system.


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CHAPTER 2

CRITICAL REVIEW OF LITERATURE


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LITERATURE REVIEW

Customer satisfaction is an ambiguous and abstract concept and the

actual manifestation of the state of satisfaction will vary from person to person

and product/service to product/service. The state of satisfaction depends on a

number of both psychological and physical variables which correlate with

satisfaction behaviors such as return and recommend rate. The level of

satisfaction can also vary depending on other options the customer may have and

other products against which the customer can compare the organization's

products.

Because satisfaction is basically a psychological state, care should be taken in the

effort of quantitative measurement. These ten domains of satisfaction include:

Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-

departmental Teamwork, Front line Service Behaviors, Commitment to the

Customer and Innovation. These factors are emphasized for continuous

improvement and organizational change measurement and are most often utilized

to develop the architecture for satisfaction measurement as an integrated model.

The basis for the measurement of customer satisfaction is by using the gap

between the customer's expectation of performance and their perceived

experience of performance. This provides the measurer with a satisfaction "gap"

which is objective and quantitative in nature customer satisfaction equals

perception of performance divided by expectation of performance.

Marketers in recent times have realized the importance of marketing orientation,

and this is being reflected in the application of marketing mix elements.

Consumers needs are fundamental to the formulation of any marketing strategy,

from developing a communication plan. It may be worthwhile to explore the

intricate aspects of consumer satisfaction level which focuses on consumer


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needs. These concepts enable marketers to analyze the acceptability of strategies

planned by them.

Even though we cannot know everything that is to be known, we do need some

in depth knowledge about the consumers, starting with who is he. Is there a real

Indian customer or there is a set of stereotype. All the conventional wisdom in

market research tends to favor the view that that there are distinct types, and we

need to isolate them according to some parameter and label them.

Customer satisfaction as the key element for success in business is a major

concern for any industry. In this paper I have tried to propose a how customer

satisfaction level can affect the performance of an organization.

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen

as a key performance indicator within business and is part of the four

perspectives of a Balanced Scorecard. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication

of how successful the organization is at providing products and/or services to the

marketplace.


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Selecting Target Market

A review of marketing opportunities often helps in identifying distinct consumer

segments with very distinct wants and needs. Identifying these groups, learning

how they behave and how they make their purchase decisions enables the

marketer to design and market products or services particularly suited for their

wants and needs.

Based on earlier done research following conclusion were drawn about

Yamaha as a Brand in two wheeler industry:

Yamahas objective

It produces bikes that have speed and power irrespective of the

mileage.

Customers age

22-25 years.

Income group -

Upper middle class and high class

Profession

Students and young executives

Prime focus

Style

Performance

Value of money


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have educated the customer and empowered him to buy consciously after

comparing all the options, now he expects manufacturers to give him the best

technology, he questions salesperson and look for the best financing options

available and demands quick service.

For future purchases the preference for motorcycles with high engine capacity

(150cc and above) is seen in all four regions of the country however it is almost

70% in south closely followed by west. Across the country, close to 24% of current

motorcycle owners intend to upgrade to a four-wheeler as their next vehicle. The

propensity to upgrade to a car is higher in the north as compared to other parts of

the country.


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CHAPTER 3

CORPORATE INTRODUCTION


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COMPANY PROFILE

About Yamaha motors India sales Pvt. Ltd.

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 as well, bringing the Indian operations underits complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.

India Yamaha Motor operates from its state-of-the-art-manufacturing units at

Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles

both for domestic and export markets. With a strong workforce of 2000 employees,

India Yamaha Motor is highly customer-driven and has a countrywide network of

over 400 dealers.


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The company pioneered the volume bike segment with the launch of its 100 cc 2-

stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke

and 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc),

Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc).

We will establish YAMAHA as the "exclusive & trusted brand" of customers by

"creating Kando" (touching their hearts) - the first time and every time with world

class products & services delivered by people having "passion for customers".

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of

YAMAHA products, focusing on serving our customer where we can build long

term relationships by raising their lifestyle through performance excellence,

proactive design & innovative technology. Our innovative solutions will always

exceed the changing needs of our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for

action and delivering results. Our employees are the most valuable assets and we

intend to develop them to achieve international level of professionalism with

progressive career development. As a good corporate citizen, we will conduct our

business ethically and socially in a responsible manner with concerns for theenvironment.

Grow through continuously innovating our business processes for creating value

and knowledge across our customers thereby earning the loyalty of our partners &

increasing our stakeholder value.

Customer #1

We put customers first in everything we do. We take decisions keeping the

customer in mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services

we provide. We work hard to achieve what we commit & achieve results faster

than our competitors and we never give up.


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Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation. Everyone's contribution is equally

important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. Weactively listen to others and participate in healthy & frank discussions to achieve

the organization's goals.

Manufacturing Process:

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two

Yamaha Plants.

The infrastructure at both the plants supports production of motorcycles and it's

parts for the domestic as well as oversees market. At the core are the 5-S and TPMactivities that fuel our agile Manufacturing Processes. We have In-house facility

for Machining, Welding processes as well as finishing processes of Electroplating

and Painting till the assembly line.

The stringent Quality Assurance norms ensure that our motorcycles meet the

reputed International standards of excellence in every sphere.As an

Environmentally sensitive organization we have the concept of "Environment-

friendly technology" ingrained in our Corporate Philosophy. The Company boasts

of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated

forestation drive. The IS0-14001 certification is on the anvil - early next year. All

our endeavors give us reason to believe that sustainable development for Yamahawill not remain merely an idea in pipeline.We believe in taking care of not only

Your Motoring Needs but also the needs of Future Generations to come.

Corporate Philosophy:

For society, for the world

Yamaha works to realize

Our corporate mission of realizing Kando

Yamaha Motor is a company that has worked ever since its founding to build

products defined by the concepts of high-quality and high-performance and

light weight and compactness as we have continued to develop new technologies

in the areas of small engine technology and FRP processing technology as well as

control and component technologies.

It can also be said that our corporate history has taken a path where people are

the fundamental element and our product creation and other corporate activities

have always been aimed at touching peoples hearts. Our goal has always been to

provide products that empower each and every customer and make their lives morefulfilling by offering greater speed, greater mobility and greater potential.

Said in another way, our aim is to bring people greater joy, happiness and create

Kando* in their lives.

As a company that makes the world its field and offers products for the land, the


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water, the snowfields and the sky, Yamaha Motor strives to be a company that

offers new excitement and a more fulfilling life for people all over the world and

to use our ingenuity and passion to realize peoples dreams and always be the ones

they look to for the next Kando.


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Hierarchical Structure

Managing Director and CEO

Senior Vice President

Vice President Top Management

Associate Vice President

Chief General Manager

General Manager Senior Management

Deputy General Manager

Chief Manager

Manager Middle Management

Assistant Manager

Senior Superintendent

Senior Officer

Officer Operational Staff

Assistant Officer


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Industry profile

The Indian automotive industry consists of five segments: commercial vehicles;

multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors.

With 5,822,963 units sold in the domestic market and 453,591 units exported

during the first nine months of FY2005 (9MFY2005), the industry (excluding

tractors) marked a growth of 17% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.

Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the country in

9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian

industry accounted for around 77.5% of the total vehicles sold in the period

mentioned.

Demand Drivers:

The demand for two-wheelers has been influenced by a number of factors over the

past five years. The key demand drivers for the growth of the two-wheeler industry

are as follows:

Inadequate public transportation system, especially in the semi-urban and

rural areas;

Increased availability of cheap consumer financing in the past 3-4 years;

Increasing availability of fuel-efficient and low-maintenance models;

Increasing urbanization, which creates a need for personal transportation;

Changes in the demographic profile;

Difference between two-wheeler and passenger car prices, which makes two-

wheelers the entry level vehicle;

Steady increase in per capita income over the past five years; and

Increasing number of models with different features to satisfy diverse

consumer needs.

While the demand drivers listed here operate at the broad level, segmental demand

is influenced by segment-specific factors.


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YAMAHA PRODUCTS

Yamaha Motor Company Limited - a Japanese motorized vehicle-producing

company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part of the Yamaha

Corporation. After 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 is the world's second largest producer of motorcycles (after Honda). It also

produces many other motorized vehicles such as all-terrain vehicles, boats,

snowmobiles, outboard motors, andpersonal watercraft.

The Yamaha corporate logo is comprised of three tuning forks placed on top of each

other in a triangular pattern.

In 2000, Toyota and Yamaha Corporation made a capital alliance where Toyota paid

Yamaha Corporation 10.5 billion yen 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.
http://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporation


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RACING HERITAGE

Yamaha has a long racing heritage where it has had its machines and team win many

different competitions in many different areas, for example both road and off road

racing, also Yamaha has had great success with riders such as Bob Hannah, Heikki

Mikkola, Kenny Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman, Wayne

Rainey, and the latest, Valentino Rossi. Yamaha is known to those who are older in

age as the designer of the modern motocross bike, as they were the first to build a

production mono-shock motocross bike (1975 for 250 and 400, 1976 for 125) and one

of the first to have a water-cooled motocross production bike (1981, but 1977 in

works bikes).

Since 1962 ,Yamaha produced production road racing grand prix motorcycles that any

licensed road racer could purchase. In 1970, Non-factory "privateer" teams dominated

the 250cc World Championship with Great Britains Rodney Gould winning the title

on a Yamaha TD2.

MOTORCYCLE MODELS

Yamaha has made an extensive number of two- and four-stroke scooters, on-road and

off-road motorcycles. The Yamaha XS 650, introduced in 1970, was such an

overwhelming success that it crippled the British monopoly of vertical twin

motorcycles.

ELECTRICAL VEHICLES

MOTORCYCLES

Yamaha Alba

Yamaha Frog

Yamaha Libero

Yamaha Gladiator
http://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiator


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Yamaha Mest

Yamaha Eccy

Yamaha Passol

Yamaha EC-02

Yamaha Passol-L

Yamaha Yz85

Yamaha V-Star

Yamaha YZF-R1

Yamaha FZ1

MOPEDS

Yamaha PAS (Nickel metal hydride battery)

PAS Lithium (Lithium ion battery)

PAS Business (Ni-Cd battery)

Yamaha YQ50 Aerox R

Yamaha Jog

Yamaha Jog R

Yamaha Neo's

Yamaha BW'S

Yamaha Morphous

Yamaha XF50X (C3/Vox/Giggle)

Yamaha FS1 (Yamaha FS1E)

Yamaha Lagend

Yamaha DT50

Yamaha TZR

Yamaha QT50

GOLF CARTS

Yamaha G1

Yamaha Drive
http://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50


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PERSONAL WATERCRAFT

WaveRunner

WHEELCHAIRS

JW Active

JW-IB

Nesquick sponsored Race chair

WHEELCHAIR UPGRADE PARTS

JWX-1

JW-II

JW-I

Wetard chair 85

ALL-TERRAIN VEHICLES

BW80 / 200 / 350

YFZ450

Raptor 80 / 350 / 660 / 700

Blaster 200

Banshee 350

Warrior 350

Bruin 350

Kodiak 400 / 450

Grizzly 80 / 125 / 350 / 400 / 450 / 600 / 660 / 700

Big Bear 400

Wolverine 350 / 450

Tri-Z 250

SNOWMOBILES
http://en.wikipedia.org/wiki/WaveRunnerhttp://en.wikipedia.org/w/index.php?title=Yamaha_BW80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW200&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_YFZ450http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Raptor_660http://en.wikipedia.org/wiki/Yamaha_Raptor_700Rhttp://en.wikipedia.org/w/index.php?title=Yamaha_Blaster_200&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Banshee_350http://en.wikipedia.org/w/index.php?title=Yamaha_Warrior_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Bruin_350http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_450&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Grizzly_600http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_660&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_700&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Big_Bear_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Tri-Z_250&action=edit&redlink=1http://en.wikipedia.org/wiki/WaveRunnerhttp://en.wikipedia.org/w/index.php?title=Yamaha_BW80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW200&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_YFZ450http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Raptor_660http://en.wikipedia.org/wiki/Yamaha_Raptor_700Rhttp://en.wikipedia.org/w/index.php?title=Yamaha_Blaster_200&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Banshee_350http://en.wikipedia.org/w/index.php?title=Yamaha_Warrior_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Bruin_350http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_450&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Grizzly_600http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_660&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_700&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Big_Bear_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Tri-Z_250&action=edit&redlink=1


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Nytro

FX Nytro

Phazer (4th Generation)

RS Rage

RS Vector

RS Venture

VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

Bravo

coRy

Enticer

Exciter

Phazer (1st-3rd Generations)

Mountain Max

RX-1

SnoScoot

Sno Sport

SRV 540

SRX

SRX 440

SX R

SX Viper/Venom

Venture

VK 540

VMAX

VMAX SX

Vmax

Vmax-4
http://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazer


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SNOWBLOWERS

YT-600E

YT-600ED

YT-660EDJ

YS-870

YS-870J

YS-1070

YT-1080ED

YT-1080EX

YT-1290EX

YT-1290EXR

YS-1390A

YS-1390AR

YAMAHA-R15

REMOTE-CONTROLLED HELICOPTERS

Yamaha R-50

Yamaha R-MAX

OUTBOARD MOTORS

4 stroke series

4 stroke jet drive series

2 stroke V6

2 stroke portable / mid range

Full list

KART ENGINES

KT SERIES 2 STROKE

KT100SD

KT100SC
http://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://www.yamaha-motor.com/outboard/products/lifestylehome/home.aspxhttp://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://www.yamaha-motor.com/outboard/products/lifestylehome/home.aspx


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KT100SEC

KT100SP

KT100J

KT100AX

KT100A2

OTHER VEHICLES

Yamaha has also built engines for other manufacturers' vehicles, most notably the V-6

and V-8 engine for the Ford Taurus SHO. The Volvo XC90 uses a larger version of

the same Yamaha V-8 engine. They also built Formula One racing engines from the

late 1980s to the mid 1990s, with little on track success. In 1991, Yamaha developed

its F1 engined supercarcalled the OX99-11 where two drivers sit in tandem in front

of the engine, but the project was canned due to the world recession and lack of

interest.

Yamaha also tunes engines for other manufacturers, Toyota being one of them.

Yamaha logos are, for instance, found on the Toyota S engines. As well as the 2ZZ-

GE utilized by Toyota, Pontiac, and Lotus.

Yamaha developed a prototype for a two-seater sports car with help of Albrecht

Goertz. While the Yamaha/Nissan partnership never progressed beyond the prototype

stage, Toyota took up the design and released the Toyota 2000GT.

Yamaha is also one of the big 4 companies in the Personal water craft market.

WATER PURIFIER

ALKALION PURIFIER

OH-A21N
http://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_crafthttp://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_craft


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BUSINESS MACHINES

Robot

Surface mounter

Pool

CNC machine

Golf car

o G31E

o G31AL

Engine

o MT series (2 stroke)

MT 110

MT 110 VLS

o MZ series (4 stroke)

MZ 125

MZ 175

MZ 200 (New Model)

MZ 250

MZ 300

MZ 360

Underground oil tank

o My Tank

Oil separator

o Pattol series

Food additive

Gas heat pump

o M series

o SH series

o 3HP multi

o Living mate

o YCJ series
http://en.wikipedia.org/wiki/CNChttp://en.wikipedia.org/wiki/CNC


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MARKET CHARACTERISTICS

DEMAND

SEGMENTAL CLASSIFICATION AND CHARACTERISTICS

The three main product segments in the two-wheeler category are scooters,

motorcycles and mopeds. However, in response to evolving demographics and

various other factors, other sub segments emerged, viz. scooterettes, gearless scooters,

and 4-stroke scooters. While the first two emerged as a response to demographic

changes, the introduction of 4-stroke scooters has followed the imposition of stringent

pollution control norms in the early 2000. Besides, these prominent sub-segments,

product groups within these sub-segments have gained importance in the recent years.

Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The

characteristics of each of the three broad segments are discussed in Table 1.

Two-Wheelers: Comparative CharacteristicsScooter Motorcycle Moped

Price*(Rs. as

in January

2008)

> 22,000 > 30,000 > 12,000

Stroke2-stroke, 4-

strokeMainly 4-stroke 2-stroke

Engine

Capacity (cc)90-150 100, 125, > 125 50, 60

Ignition Kick/Electronic Kick/Electronic Kick/Electronic

Engine Power

(bhp)6.5-9 7-8 and above 2-3

Weight (kg) 90-100 > 100 60-70

Fuel

Efficiency

(km per litre)

50-75 50-80+ 70-80

Load

Carrying

High Highest Low


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Segmental Market Share

The Indian two-wheeler industry has undergone a significant change over the past

10 years with the preference changing from scooters and mopeds to motorcycles.

The scooters segment was the largest till FY1998, accounting for around 42% of

the two-wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of

the market respectively, that year). However, the motorcycles segment that had

witnessed high growth (since FY1994) became larger than the scooter segment in

terms of market share for the first time in FY1999. Between FY1996 and

9MFY2007, the motorcycles segment more than doubled its share of the two-

wheeler industry to 79% even as the market shares of scooters and mopeds stood

lower at 16% and 5%, respectively.

Over the past 10-15 years the demographic profile of the typical two-wheeler

customer has changed. The customer is likely to be salaried and in the first job.

With a younger audience, the attributes that are sought of a two-wheeler have also

changed. Following the opening up of the economy and the increasing exposure

levels of this new target audience, power and styling are now as important as

comfort and utility.

The marketing pitch of scooters has typically emphasized reliability, price, comfort

and utility across various applications. Motorcycles, on the other hand, have been

traditionally positioned as vehicles of power and style, which are rugged and more

durable. These features have now been complemented by the availability of new

designs and technological innovations. Moreover, higher mileage offered by the

executive and entry-level models has also attracted interest of two-wheeler

customer. Given this market positioning of scooters and motorcycles, it is not

surprising that the new set of customers has preferred motorcycles to scooters.

With better ground clearance, larger wheels and better suspension offered by

motorcycles, they are well positioned to capture the rising demand in rural areas


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where these characteristics matter most.

Scooters are perceived to be family vehicles, which offer more functional value

such as broader seat, bigger storage space and easier ride. However, with the

second-hand car market developing, a preference for used cars to new two-

wheelers among vehicle buyers cannot be ruled out. Nevertheless, the past few

years have witnessed a shift in preference towards gearless scooters (that are

popular among women) within the scooters segment. Motorcycles offer higher fuel

efficiency, greater acceleration and more environment-friendliness. Given the

declining difference in prices of scooters and motorcycles in the past few years, the

preference has shifted towards motorcycles. Besides a change in demographic

profile, technology and reduction in the price difference between motorcycles and

scooters, another factor that has weighed in favour of motorcycles is the high re-

sale value they offer. Thus, the customer is willing to pay an up-front premium

while purchasing a motorcycle in exchange for lower maintenance and a relatively

higher resale value.

Supply

Manufacturers

As the following graph indicates, the Indian two-wheeler industry is highly

concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd

(Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of

the industry sales as in FY2007. The other key players in the two-wheeler industry

are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML

Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic


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Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd

(HMSI).

Although the three players have dominated the market for a relative long period of

time, their individual market shares have undergone a major change. Bajaj Auto

was the undisputed market leader till FY2000, accounting for 32% of the two-

wheeler industry volumes in the country that year. Bajaj Auto dominance arose

from its complete hold over the scooter market. However, as the demand started

shifting towards motorcycles, the company witnessed a gradual erosion of its

market share. HHML, which had concentrated on the motorcycle segment, was the

main beneficiary, and almost doubled its market share from 20% in FY2000 to

50% in FY2007 to emerge as the market leader. TVS, on the other hand, witnessed

an overall decline in market share from 22% in FY2000 to 17% FY2007. The share

of TVS in industry sales fluctuated on a year on year basis till FY2003 as it

changed its product mix but has declined since then.

Technology

Hitherto, technology transfer to the Indian two-wheeler industry took place mainly

through: licensing and technical collaboration (as in the case of Bajaj Auto and

LML); and joint ventures (HHML).

A third form - that is, the 100% owned subsidiary route - found favor in the early

2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2

details the alliances of some major two-wheeler manufacturers in India.

Besides the below mentioned technology alliances, Suzuki Motor Corporation has

also followed the strategy of joint ventures (SMC reportedly acquired equity stake

in Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles

in India).


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Technological tie-ups of Select Players

Nature of Alliance

Company Product

BajajAuto

Technological tie-up

Kawasaki HeavyIndustries Ltd, Japan

Motorcycles


Tokya R&D Co Ltd,Japan

Two-wheelers


Kubota Corp, Japan DieselEngines

HHML Joint Venture Honda Motor Co, Japan Motorcycles

KEL Technological tie-up

Hyosung Motors &Machinery Inc

Motorcycles

KEL Tie up for

manufacturingand distribution

Italjet, Italy Scooters

LML Technological tie-up

Daelim Motor Co Ltd Motorcycles

HeroMotors


Aprilia of Italy Scooters

With the two-wheeler market, especially the motorcycle market, becoming

extremely competitive and the life cycle of products getting shorter, the ability to

offer new models to meet fast changing customer preferences has become

imperative. In this context, the ability to deliver newer products calls for sound

technological backing and this has become one of the critical differentiating factors

among companies in the domestic market. Thus, the players have increased their

focus on research and development with some having indigenously developed new

models as well as improved technologies to cater to the domestic market. Further,

with exports being one of the thrust areas for some Indian two-wheeler companies,

the Indian original equipment manufacturers (OEMs) have realized the need to

upgrade their technical capabilities. These relate to three main areas: fuel economy,

environmental compliance, and performance. In India, because of the cost-sensitive

nature of the market, fuel efficiency had been an interest area for manufacturers.


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It is not only that the OEMs are increasing their focus on in-house R&D; they also

provide support to the vendors to upgrade the technology and also assist those

striking technological alliances.

TRENDS IN THE TWO-WHEELER INDUSTRY

Companies raising capacity to meet the growing demand

All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML,YMIL, TYS,

HMSI and others, have increased their manufacturing capacities in the recent past.

Most of the players have either expanded capacity, or converted their existing

capacities for scooters and mopeds into those for manufacturing motorcycles. The

move has been prompted by the rapid growth reported by the motorcycles segment

since FY1995.

Niche markets also witnessing intense competition:

A significant trend witnessed over the past five years is the inclination of

consumers towards products with superior features and styling. Better awareness

about international models has raised expectations of consumers on some key

attributes, especially quality, styling, and performance. High competitive intensity

has prompted players to launch vehicles with improved attributes at a price less

than the competitive models.

In an effort to satisfy the distinct needs of consumers, producers are identifying

emerging consumer preferences and developing new models. For instance, in the

motorcycles segment, motorcycles with engine capacity over 150cc, is a segment

that has witnessed significant new product launches and hence, become more

competitive. The indigenously launched Pulsar 150 had met with success on its


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launch and thereafter, a host of models have been launched in this segment by

various players. While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc)

with digital twin spark technology (DTSFi) that offers a powerful engine and fuel

efficiency of 125 cc models. Moreover, in the recent past, the motorcycle segment

has witnessed launch of vehicles with higher engine capacity (higher than 150cc)

and power (higher than 15bhp). These include models such as Bajaj Auto

Eliminator and Royal Enfield's Thunderbird followed by HHML's Karisma and

Yamaha R15 and other sports bikes. The products in this segment cater for style

conscious consumers. Quite a few players are developing models combining

features such as higher engine capacity", optimum mix of power and performance,

and superior styling. However, the extent of shift to these products would depend

on the positioning of such products in terms of price.

In the scooters segment, the market for plastic-bodied variomatic scooters

continues to witness growth in the scenario of overall decline in scooter volumes.

Higher volumes and growth are especially true for certain scooter models, such as

Honda Activa, that brought in new technology (besides variomatic transmission) to

further differentiate themselves. Thus, the need to differentiate and create a niche

has led to companies strengthening their research and development (R&D)

capabilities and reducing the development time for new models.

INCREASING FOCUS ON EXPORTS:

For the first nine months of FY2007, two-wheeler exports increased by 37% over

the corresponding previous, led mainly by motorcycles even as exports of other

two-wheelers were healthy. While motorcycle exports increased by 40%, scooter

and moped exports increased by 29% and 27% respectively.


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Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth

in FY2007 and are expected to increase further in the medium term.

Although the Indian two-wheeler manufacturers have forayed on their own in their

target export markets, there have been instances of tie-ups with the technology

partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in

Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines

Corporation has been appointed as exclusive distributors to market select Bajaj

two-wheelers that include Byk, Caliber 115 and Wind 125. These vehicles are

being sent to Philippines in the completely built unit (CBU) form. Other strategy of

expanding international presence considered by few players is that of setting up

assembly lines in select South East Asian countries either on their own or in

partnership with local players. Besides, plans of select overseas technology

partners to source from their Indian partners and plans of global majors to develop

their Indian manufacturing unit as a sourcing hub may also lead to increase in two-

wheeler exports from India.


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SWOT ANALYSIS

Strengths:

Yamaha Motor products extend from land to sea and even into the skies, with

manufacturing and business operations that include everything from

motorcycles, PSA electro-hybrid bikes, marine and power products to

automotive engines.

Continuously does product improvement in accordance with demanding

customers.

The distribution network of Yamaha Motors is very wide and spread across

the country.

Probably the best in terms of R&D facility.

Has great brand name and commands lot of respect among bikers community.

Weakness:

Narrow product line in terms of motorcycles.

Yamahas strategy for Indian market was on right alleyway, but somewhere

down the lane, they are still relying on conventional model which no longer in

use.

Yamaha despite the promise has failed to deliver and is still an underdog in the

race to top.

A series of unsuccessful and flop bikes have eroded the legacy of RX100 and

RD350.

Opportunities:

The motorcycle market has been growing at a phenomenal rate and there has

been a shift in the consumer preferences from 2 stroke bikes. Yamaha motors

have recognized this and are bringing out new models of 4 stroke bikes quite

regularly to cater the needs of the customers.

Consumers have become technology conscious and Yamaha Motors have bestR&D facilities. So they can tap new costumers with innovative technology in

motorcycle design and manufacturing.


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There lies lot of potential in 150cc and above segment and Yamaha has not

made enough inroads in this segment.

Threats:

Continuous divisions of customer segment have made conventional bikes

which was the strength of Yamaha motors.

Constant demand for price reduction from customers.

Bajaj Auto and TVS have taken large part of the market share from Yamaha.

Growing competition in the industry, both in the terms of new models and

price undercutting, too is a matter of concern as both the sales realization andoperation margins may come under pressure.


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CHAPTER 4

RESEARCH METHODOLOGY


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RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an

academic activity and as such it is used in a technical sense. According to Clifford

Woody, research comprises defining and redefining problems, formulating

hypothesis or suggesting solutions, collecting, organizing and evaluating data,

making deductions and research conclusions to determine whether they fit the

formulating hypothesis.

Primary objective :

The research encompasses the primary objective of comparison and analysis of

Yamaha bikes with respect to other brands prevailing in the market i.e. , Hero

Honda ,Honda , Bajaj , TVS and Suzuki .

The primary aim is to interpret the satisfaction level of customers usingyamahas bikes and to find out the areas in which it needs to improve to develop a

better perception in the mind of its customers . it entails as to suggest yamaha how

to become a no. 1 customer oriented company

Secondary objective :

To go in detail , the research includes the study of comparative satisfaction

level of customers using different bike brands ; the various areas where

competitors supersede and the areas where the competitors lack .


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Furthermore the research aims to find out the relative market

capitalization of Yamaha in the two wheeler industry and to suggest some concrete

and absolute measures to give a rise to its share in the two wheeler segment .

Research Process

Extensive Literature Survey: Before starting the research in-depth study of

the topic was done to form a clear picture of what and how research is to be

done.

Formulating the Research Problem: The next step was to find out the

problem of the case. Then the problem was understood thoroughly and

rephrasing the same into meaningful terms from analytical point of view. This

step is of greatest importance in the entire research.

Design of Questionnaire: A questionnaire was developed for the survey. The

questionnaire is of structured type. Most of the questions were based on 5

point bipolar Likert Scale.

Determining the Sample Size: Next step is to determine the number of to be

targeted from various ages, monthly salary, and gender. So a total of 200

people were surveyed.

Collecting the data: The data was collected from various class of people

based on age, sex, income, location.

Analysis of Data: The data collected from various people was segregated into

various categories in order to analyze it. Analysis was done based on more

than 22 different parameters.

Generalization and Interpretation: Data was tested and upheld several

times, and then generalizations were drawn from the analysis.

Preparation for the report: Lastly report about the research is made.

Research Design:

A Questionnaire is used to do the research


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Exploratory Research design

Focus Group

Primary data analysis

Collection of Data:

Qualitative Data

Survey

questionnaires

Sampling:

Non-Probability Sampling

Judgmental Sampling

Simple Random

Sample Design:

Sampling may be defined as the selection of the some part of an aggregate or

totality on the basis of which a judgment or interference about the aggregate or

totality is made. It is the process of obtaining information about entire population

by examining only a part of it in which generalizations or influences are drawn

based on the sample about the parameter of population from which samples are

taken.


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Sample Size: A total of 200 people have been questioned for the purpose of filling

up the questionnaire.

Details of the Survey Conducted

Sample Size 200

Target Population 18-25 years

25-30 years

30 and above

Area Covered Delhi/ New Delhi, Noida & Greater Noida

& Semi-urban And Rural Areas of

Sampling Judgmental Simple Random

Type of

Questionnaire

Structured 5 point bipolar Likert Scale

Type of Questions Close ended Questions


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SCOPE OF STUDY

The research was carried out to find factors which influence customer satisfaction

level to maximum level. The study projects that customer satisfaction level change

with change in various factors like during sales evaluation, during delivery of thevehicle and after sales evaluation. This research is an attempt to provide feedback

to Motorcycle manufacturer Yamaha Motors India Ltd. so that they can bring about

changes in various departments of their organization which will help them in

becoming Number 1 motorcycle brand in India.

For instance during research factors such as technology, maintenance, looks, style,

brand image, behavior of dealers, timely delivery of documents and bike and

proper information about the product were considered.

This research would give necessary details to Yamaha motors so that it could know

the various factors that affect customer satisfaction level and then initiate

appropriate changes to make it Number 1 motorcycle brand in India.


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CHAPTER 5

DATA COLLECTION AND

INTERPRETATION


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DATA COLLECTION AND

INTERPRETATION

The research required collection of first hand primary data from the respondents .

the respondents necessarily were to be bike users . They were exposed to a

questionnaire containing different parameters for the evaluation of their satisfaction

level . the broad parameters were :

During sales evaluation .

During vehicle delivery .

After sales evaluation .

It was expected that the respondents were honest while answering the questions

with proper consideration of the brand image of the bike they were currently

using . the questionnaire contained likert scaling to rate various parameters .

The respondents were so selected that they were representative of various segments

of bike users . the respondents were questioned on :

Petrol pumps

Service stations

Educational institutes

Vehicle showrooms

Malls

Residential areas , and

Factories

The results and responses were recorded on a SPSS data viewer (Statistical

Package for Social Sciences) parameters were defined on a SPSS variable viewer .

the next step was to run the SPSS and acquire specific results pertaining to the

research done .

The findings and analysis complementing to results are discussed in the

chapters to follow .


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CHAPTER 6

GRAPHICAL DATA ANALYSIS


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DATA ANALYSIS

The data analysis portion is the backbone of any primary or secondary

research . there are various tools of data analysis that helps the researcher to

interpret his data into final results . the data collected in this research was analyzed

using the most effective tool of market research i.e.,SPSS(statistical package for

social sciences)

The parameters were set up giving preference to non demographic factors more

than demographic factors. the data was analyzed on the total of 20 parameters as

mentioned below :

i. customers age

ii. marital status

iii. profession

iv. education

v. attitude of dealer

vi. explanation of product features by the dealer .

vii. sales terms and conditions

viii. product display in the showroom

ix. cleaniness in showroom and service station

x. atmosphere

xi. cleanliness of purchased bike

xii. time taken in delivery

xiii. explanation of bike functions

xiv. PDI and checks made

xv. Time taken in documentation

xvi. Salesman follow up

xvii. Reminder of first service

xviii. Action to complains

xix. Replacement condition

xx. Dealer representation of brand


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2. Which people attitude towards motor bike?

Married 15%

Unmarried 85%

People attitude towards motor bike

Unmarried, 85%

Married, 15%

Married Unmarried

c

Interpretation:

85% unmarried people attitude towards motor bike whenever rest of 15% married

people attitude towards motor bike.


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3. Age group of consumers towards motor bike:

Age Group 18-25 25-35 35-45 About 45

Percentage 65% 20% 10% 5%

65%

20%10%

5%

0%

10%

20%

30%

40%

50%

60%

70%

Percentage

18-25 25-35 35-45 About 45

Age Group

Age group of customers towards motor bike

Interpretation:

65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age

group of 35-45 and the rest of age group above 45 years old.


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4. Professionally/Occupationally consumer attitude

towards motor bike:

Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

Professionally/Occup. attitude towards motor bike

Service, 40%

Student, 45%

Others, 5%

Business, 5%

Self Employed, 5%

Student Serv ice Bus iness Self Employed Others

Interpretation:

Occupationally and professional the motor bike has been used i.e. 45% preferred by

student, in the service level it is used 40% and the rest of used in business, self

employed and for other purposes used.


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7. Are customer satisfaction towards bike?

Yes 99.50%

No 0.50%

Consumer satisfaction towards bike products

Yes, 99.50%

No, 0.50%

Yes No

Interpretation:

Approximately 100% customer satisfaction level of motor bike products and a rarely

can say that no comments about it.


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8. Bikes are generally adopted by:

Speed 40%

Power/BHP 5%

Mileage 30%

Design 5%

Brand 5%

Pick up 2%

Color 5%

Comfort 8%

Bikes are generally adopt by

Mileage, 30%Power/BHP,

5%

Speed, 40%

Color, 5%

Design, 5%

Brand, 5%

Comfort, 8%Pick up, 2%

Speed Power/BHP Mileage Design Brand Pick up Color Comfort

Interpretation:

65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age

group of 35-45 and the rest of age group above 45 years old.


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9. People know about the bike?

TV 35%

Newspaper 15%

Friend 12%

Product Show 10%

Family 8%

Test Ride 2%

Internet 10%

Hoarding 8%

People know about the bike through:

Family, 8%

Test Ride, 2%

Internet, 10%TV, 35%

New spaper, 15%Friend, 12%

Product Show , 10%

Hoarding, 8%

TV Newspaper Friend Product Show Family Tes t Ride Internet Hoarding

Interpretation:

The aware and know about motor bike products about 35% by TV channels, 15%

newspapers / magazines, 12% by friends, 10% by product show, 10% through

internet, 8% by family and others through test riding and hoardings.


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10. Why do you drive bike / two wheelers?

Passion 30%

Self Satisfaction 8%

Cruising / Long Drive 30%

Show Off 2%

Commuting 20%

Power 10%

Why drive bike / two wheelers?

Self Satisfaction

8%

Cruising / Long

Drive

30%

Show Off

2%

Commuting

20%

Pow er

10%

Passion

30%

Passion Self Satis faction Cruis ing / Long Dr ive Show Off Commuting Power

Interpretation:

The most important things to likewise any brand of motor bike through company,

brand, passion and fashion, satisfaction and comfortability i.e. in the base of passion

30%, long drive 30%, commuting 20% and power 10% and the rest of others.


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11. Whom did you purchase a bike?

Family 40%

Yourself 30%

Son 20%

Girl Friend 10%

Whom did you purchase a bike?

Family

40%

Yourself

30%

Son

20%

Girl Friend

10%

Family Yourself Son Girl Friend

Interpretation:

The common factor which is the bike has been purchased somehow the main aim to

factorize the commit for family, self, son or daughter and others.

Firstly, 40% of bike has been purchase having in the mind of family commit, self

30%, 20% for son and 10% for others.


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13. Which type brakes liked by customers favourite bike?

Disc Brake 85%

Drum Brake 15%

Customer attitude towards Brakes favourite bike?

Disc Brake, 85%

Drum Brake, 15%

Disc Brake Drum Brake

Interpretation:

The main factor is used for customer favourably through disc brake and drum brake.

It is 80% used disc brake and rest of used drum brake.


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14. Which types of wheels are attracted to customers?

Spoke Wheel 20%

Alloy Wheel 80%

Customer attitude towards types of wheel

attracted?

Spoke Wheel, 20%

Alloy Wheel, 80%

Spoke Wheel Alloy Wheel

Interpretation:

The main attraction through spoke wheels and alloy wheels, i.e. is 80% customers

preferred to alloy wheels and rest of preferred to spoke wheels.


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15. How was your experience?

Good 20%

Excellent 75%

Satisfactory 5%

Not Good 0%

Customer attitude towards experience?

Satisfactry

5%

Excellent

75%

Good

20%

Not Good

0%

Interpretation:

In the most preferred through experience i.e. the good, and excellence and

satisfactory based. In the survey it has been found that 75% excellence and 20% has

been telling about with good theme.


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16. Customers attitude towards servicing of motor bike:

Showroom 95%

Road Mechanic 5%

Customer attitude towards

servicing of motor bike

Showroom, 95%

Road Mechanic,

5%

Showroom Road Mechanic

Interpretation:

The main important thing that the motor bike servicing factor where it will be better do

for that. 95% customers attitude towards servicing of motor bike in showroom and

rest of road mechanic.


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17. Did the customers attitude towards get the full value

of money with the product?

Yes 100%

No 0%

Customer attitude towards

full value of money with the product

Yes, 100% No, 0%

Yes No

Interpretation:

100% customers attitude has been found towards full value money has taken over all

the products.


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18. Customer attitude towards the feeling about dealer

services represents the current brands.

Extremely Well 45%

Very Well 50%

Average Not Very

Well 5%

Not Well at All 0%

ExtremelyWell

VeryWell

AverageNot

VeryWell

NotWellatAll

S10%10%20%30%40%50%

Percentage

Feeling

Customer attitude towards the feel the dealer

services represent the current brand

Interpretation:

Yes, 50% customers has been highlight about brands and can have very well

whenever 45% extremely well and rest of average.


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CHAPTER 7

FINDINGS OF RESEARCH


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FINDINGS OF THE RESEARCH

The chart represents the analysis of the covered brands on the basis of

different parameters

BRA

NDS

PARAMET

ERS

HeroHonda

Bajaj Honda TVS Suzuki Yamaha

Gender Male Male Male Male Male Male

Marital

status

Unmarrie

d

Unmarrie

d

Unmarrie

dUnmarried Married

Unmarrie

d

Profession Salaried Salaried Salaried Salaried Salaried Salaried

Age 21-25 21-25 21-25 21-25 21-25 26-30

Education Graduate Graduate Graduate Graduate Graduate Graduate

Dealers

attitudeGood Good Good Good Good Good

Explanationof

Of product

feature

Good Good Good Good Average Average

Sales terms

and

Condition

Very

GoodGood Good Average Good Average

Product

displayGood Good Good Good Good Good

Cleanliness Good Good Good Good Good Good

Atmosphere Good Good Good Good Average Good

Cleanliness

of purchased

bike

Good Good Good Good Good Good

Timely

delivery of

bike

Very

GoodGood

Very

GoodGood Good Good

Explanation

of bike

function

Good Good Good Average Average Good

PDI and

CheckGood Good Good Good Average Average

Time taken

in

documentati

on

Good Good Good Good Average Good

Salesman

follow upAverage Average Good Average Average Good

Remainder

of first

service

Good Poor Average Poor Average Good

Prompt

action to

complaints

Good Good Good Good Average Good

Replacement

Might or

might not

buy

Might or

might not

buy

Probabl

y Buy

Might or

might not

buy

Might or

might not

buy

Might or

might not

buy


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Interpretation:

1. Out of the six brands covered the respondents of Suzuki are generally marriedwhile other brands have unmarried customers.

2. The average age of a Yamaha customer comes out to be 26-30 yearsascompared to others brands average customers age which is 21-25 years.

3. When explanation of product features comes into view; only Yamahacustomers rank them average; others says its good.

4. Hero Honda and Honda are most favored brands when timely deliveryof bike comes into picture.

5. Suzuki customers says that they have to run after their dealers for thedocumentation of the delivery done while others say they are satisfied.

6. Yamaha is best when sales follow up after delivery is concerned.

7. The most important point that comes up after analysis is that almostevery brand of customer wants a change but Yamaha customers are generally

loyal to their brand.

To conclude it can be said that almost every brand lacks in terms of sales

follow up. So this is the area where Yamaha can focus and position its bikes.

Secondly, there is huge market for bikes because almost every bike user

wants to change its bike because of some or the other reason.

Lastly, Yamaha has a good market image but a minimum number of users

are new. The most raring point is that Yamaha in spite of having a low market

share is able to retain most of its customers.


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CHAPTER 8

GAPS IN LITERATURE


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GAPS IN LITERATURE

The research has showed following gaps

Average age 26-30 years. the average age of Yamaha bike users was

assumed to be 21-25 years . but from the survey it was found that the average

age of Yamaha bike users lie between 26-30 years of age.

Profession Salaried; Young executives . before research students and young

executives were considered to be the main customer of Yamaha.but our

research has shown that the salaried class is the main customer of Yamaha .

From the research it can be easily inferred that the Yamaha customers are the

most loyal customers as maximum number of Yamaha bike users are thosewho have already used Yamaha bikes . while the number of new customers are

much less than that of other brands.

Competitive advantage -

Speed

Power

Pick-up

BHP


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CHAPTER 9

SCOPE OF FURTHER RESEARCH


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SCOPE OF FURTHER RESEARCH

there are various conclusions that can be arrived at regarding the Indian

two wheeler industry after the execution of this research . still the research can not

be considered as totally exhaustive . there are various areas that are beyond the

scope of this research . this arises the need and scope of further research in this area

. some of the possible arenas can be as follows :

Forecasting the market for two wheeler industry in coming 5 years .

Study of consumer behavior of Indian two wheeler industry .

Developing a model for success of a particular brand on the basis of

arrived conclusions.

Developing a model of bike on the basis of responses of the customers

to stabilize in the market ; determining the optimum combination of

mileage and price.


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CHAPTER 10PROBLEM IDENTIFICATION


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PROBLEMS IN YAMAHA

Yamaha bikes have a poor mileage it needs to create a positive image in the

mind of its customers .

They lack style and innovation.

Yamaha lacks in aggressive marketing strategy.

Indian customers are mainly commuters and not bikers.

Yamaha has no raring 150 cc range bike.

People having a halo image of RX-100.

Yamaha has lost trust among Indian consumers by producing bikes like YBX,

Fazer and Libero.

High maintenance cost.

Dearer accessories.

Yamaha has no vulnerable bike to compete with high mileage bikes of TVS

and Hero Honda.


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CHAPTER 11

CONCLUSION


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CONCLUSION

From the research following facts about Indian two wheeler industry

has been inferred:

Age group

21-30 years

Profession

Mostly salaried

Customers are generally satisfied with attitude of dealers at the time of sales.

Every brand of bikes have a poor response in terms of sales follow up.

Hero Honda is the most famous brand.

Favored bikes in todays date are

Hunk

Pulsar

Apache

Customers stress on quality as complimentary to looks.

Mileage is what everybody wants.

In fact, the dealership of Delhi / New Delhi is found good having with

customers attitude and

Documents

Yamaha Marketing ConsumerBehaviour Final With Graphs