• Chapter 1

•Introduction
Industry Profile:

The Indian automotive business consists of 5 segments; industrial vehicles; multi-utility

vehicles and rider cars; two-wheelers; three-wheeler; and Tractors. With 5,822,963 units

sold in domestic market and 453,591units exported throughout the primary 9 months of

FY2005 (9MFY2005), the business marked a growth of Revolutionary Organization 17

November over the corresponding previous. The two-wheeler sales have witnessed a

spectacular growth from last 5 years it additionally increasing our country GNP moreover

as increasing in export level. additional of foreign firms are coming back to owing to

availableness of resources in forever.

Ancillary Industry:

The motor vehicle appurtenant business of Asian nation is poised for ascent within the

returning years. From a current turnover of over US$ seventy-five billion, the business is

predicted to the touch level of US$ a hundred and sixty billion by 2020. The hub of tiny

automobile manufacture- Asian nation, is probably going to be the third largest

marketplace for lightweight vehicles (cars and LCVs) by 2020, once production ought to

bit the fifteen million marks from the amount of four.4 million in 2015. throughout 2016-

17, exports of cars from Asian nation have touched a figure of five.9 million registering a

growth of half-hour.

Demand Factors:

The macro-economic demand parameters that drive vehicles sales include:

A want for price effective personal transport.

Rising per capita financial gain and income.

Availability and value of finance

 Inflationary expectations.

Fluctuations in fuel costs.

Wider accessibility of varied models with improved product options.

Of these, the per capita financial gain level of households may be a key driver of long

demand for two-wheeler.

Domestic volume growth in 2016-17 slowest in last four years in two-wheeler

industry:

The household bike business recorded deals volume of 13.8 million units in 2016-17, a

development of 2.9% over the earlier year. This pace of broadening was impressively

slower than the 13.7% volume CAGR signify by the business inside the most recent 5

years. within the past India‘s per capita real gross domestic product growth at 8.6%

(CAGR) over the six-year amount 2015-2016 had contributed considerably towards

raising the quality of living of households, that successively had been one amongst the

key derives of growth for the countries industry. however over 2015-16 and 2016-17,

inflationary conditions, firm interest rates, rising gas costs similarly as weak monsoons

adversely compact disposable incomes inflicting a consumption squeeze over the long

run, the trend in rising two-wheeler penetration in households within the available

financial gain phase is a new concern implying difficultly in sustaining penetration-

driven growth over an extended time horizon.

Rapid demand for 100cc segment motorcycles weighs down industry growth:

The declaration in sales volume growth of domestic two-wheeler business in 2017-18

was for the most part as a result of the motorcycles section that grew up by 0.1% over the

previous year, when the scooters section announces 14.2% enlargement throughout this

era, albeit on a smaller base. With this, the share of the scooters within the domestic two-

wheeler business volumes augmented to 21.2% in 2017-18 from 17.5% in 2015-16. at

intervals the motorbike section, whereas the entry and government segments comprising

of 100cc bikes and therefore the premium segments comprising of >150cc bikes

knowledgeable anemic demand, the 125cc section (contribution of 2 hundredth to

domestic motorbike sales in 2016-17) was a positive outlier recording a volume growth
of twenty 6.0% in 2017-18, benefitting each from new model launches as conjointly the

trend in up-trading and down-trading from the individual lower and higher worth

performance segments.

Industry maintains pricing discipline; new product launches and market share

quest remain salient themes:

Amidst an atmosphere of loosening demand, the 2W OEMs still retreat from providing

discounts however on the contrary have undertaken 2 increments within the last six

months — worth increases of Rs. 300-4,000 undertaken in October 2016 and an extra

increment of Rs. 500-1,500 undertaken in Gregorian calendar month 2017. though choose

OEMs whereas launching new product have followed a penetrative rating strategy, the

'discounts' non-standard speech has remained amiss, not like the traveler vehicle business.

even so, the 2W OEMs are resorting to different sorts of supply-side push within the kind

of enticing finance schemes, discounts on insurance for restricted amount etc. The OEMs

had typically not resorted to those latter set of tools in 2013-14, 2015-16 and 2017-18 and

their come back to use as a promotional lever is indicative of the weak demand

conditions. The last year and has been marked by larger traction in new product launches

and concentrate on growth of client bit points by most 2W OEMs. In terms of market

share, whereas YAMAHA continues to stay the distant leader with a share of 42.9% in

2017-18, it saw its share erode by 221 basis points (bps) over the previous year. an

oversized a part of this market share set-back was caused by weakness in YAMAHA

sales volumes within the 100cc section, as the OEM swollen its market share in a number

of the opposite sections just like the comparatively quicker growing scooters section and

therefore the 125cc segment of bikes, by virtue of latest product launches. the opposite 2

leading Indian OEMs too, namely, Bajaj automotive vehicle and TVS Motor old decline

within their various share in the domestic 2W market in 2017-18.

YAMAHA, however, continued to demonstrate steady gains in market share across the

board and strong its market share from 14.9% in 2016- seventeen to 18.9% in 2017-18.

Over subsequent 2 years, an oversized range of latest model‘s square measure seemingly

to be introduced by varied 2W OEMs across segments. This, in AN atmosphere of weak

domestic demand, is probably going to form the OEMs' quest to expand volumes be

attended b), pressure on gain.

Overall, ICRA expects the domestic 2W business volumes stay flat in 2017-18 as demand

lag similarly as base result catches up with the business that has incontestable a healthy

volume growth over the last 3 years at accumulative annual rate (CAGR) of 13.8%. Over

the medium term, the 2W business is predicted to report a volume CAGR of 8-9% to

succeed in a size of 21-22 million units (domestic + exports) by 2019-20 (our longer-term

growth forecast remains at 9-11%), as we tend to believe the varied structural positives

related to the domestic 2W business together with favorable demographic profile,

moderate 2W penetration levels (in relevancy many different rising markets), underneath

developed conveyance system, growing urbanization, sturdy replacement demand and

moderate share of supported purchases stay intact as conjointly the massive chance

obtainable to grow presence in overseas markets, principally continent and geographical

area

History of the automobiles:

History of the automobile industry first origin in the year 1769 it was the formation of steam

engine. In the year 1806 the very first case powered by an inside combustion engine running

on gas fuel arrived in 1885 introduction of ubiquitous modern gasoline or petrol filled internal
combustion engine, In the 20th century first introduced the power electric cars.
• Chapter 2
Company profile
YAMAHA motorcycles India private limited could be a subsidiary of YAMAHA motor

corporation, japan whereby we have a tendency to square measure having an equivalent

producing philosophy of import packed merchandise right from the beginning. SMIPL

will be delivering 2 wheelers most appropriate to the valuable Indian clients covering all

sections.

YAMAHA engine organization could be a Japanese transnational company

headquartered in Iwata, Shizuoka, that makes vehicles, four-wheeled drive vehicle,

cruisers, off-road vehicles(ATVs), detachable marine motors, wheelchairs and a spread of

various little ignition motors. In 2014, YAMAHA was the ninth greatest producer by

creation around the world. YAMAHA has more than 52,664 staff and has thirty-five

generation offices in twenty-three nations, and 133 wholesalers in more than 192 nations.

The overall deals volume of vehicles is that the world's tenth biggest, while local deals

volume is that the third biggest inside the nation.

The YAMAHA Loom Company began in 1955 as a maker of weavers weaving silk and

cotton. Michio YAMAHA was set on making higher, a considerable measure of simple

weavers, for a long time his attention was on the occasion of those machines. Michio's

have to enhance into car stock was hindered by fighting II. Before it started fabricating

four-stroke motors, YAMAHA Motor house. was praised for its two-stroke motors (for

cruisers and automobiles). at the point when the war, YAMAHA made a two-stroke

mechanized bike, anyway inevitably the corporate would be praised for FZ cruisers, for

the Quad Runner, and for ruling circuits round the world. nowadays YAMAHA is among

the world's biggest automakers, and a critical brand in fundamental markets, together

with Japan and Bharat, anyway not offers autos in North America.
Yamaha motor Pvt Ltd as made up in India in the year 1985 as the joint venture in the year

2001, in august Yamaha motor company limited has became a 100(%) percent subsidiary in

2008 Mitsui and company has made an contract with Yamaha company to turn out to be a joint

investor in India.

Yamaha motor company is extremely customer-driven and has a universal network of over

2300 customer touch point and it was with the 500 dealers.

Type - public company.

Industry - Automobiles industry.

Predecessor - YAMAHA MOTOR PVT LTD.

Headquarters(HQ) - Iwata and Japan

Key persons - Hiroyuki Yanagi

Mission:
YAMAHA is completely dedicated to make Products that take care of client's demand by

using its dynamic, since quite a while ago supported mechanical preferred standpoint

combined with its crisp and dynamic HR.

Develop results of predominant incentive by concentrating on the clients

Establish an invigorating and creative organization through collaboration

Strive for singular perfection through constant change

Vision:
The center logic of YAMAHA is to give "esteem stuffed items". since the establishing of

YAMAHA engine enterprise, the association's undertaking has dependably been to give

"esteem pressed items" as one of the assembling methods of insight. YAMAHA trusts

that "esteem pressed items" originate from the push to do item advancement from client's

perspective. this arrangement has been in actuality since organization's beginning and has

helped the association to address client's issues. accordingly, YAMAHA's items have

turned out to be generally welcomed all through the world.

Manufacturing:
Plant area and production capacity

SMIPL factory put in in Faridabad (Haryana) Surajpur (Uttar Pradesh), and kanchipuram

(Tamil Nadu) having the annual plant capability of five,40,000 units. we've got total

surface area of thirty-seven acres and out of that presently our plant is made in approx.

ten acres of land and remaining space is left for the exploitation and future enlargement.

Environment :
At YAMAHA, the rationality of keeping "condition first" is effectively permeated

descending. To run with every single pertinent enactment and setting measures thus

remains exclusively a beginning. we have a tendency to flourish to discover and design

components for higher setting administration frameworks and it is a persistent technique

that is overseen by a different wing of pros and master inside the field.
The greatest declaration of YAMAHA's responsibilities towards "condition first" is seen

inside the new plant of YAMAHA 2 wheelers at Faridabad that is developed to be a Zero

release plant.

One more advance in making organization Environmental well-disposed is that the

presentation of gas as a Fuel for Power age and Production forms. gas is considered as a

Cleaner Fuel and encourage in all the more rising close air quality levels.

Safety:
Shop Floor Safety Measures

We have safety guards/safety curtains to confirm Operator safety on machines. we've got

conjointly put in robots throughout the facilities to cut back the applied science stress on

employees. There square measure gas detection systems put in to eliminate any gas

connected accident and hearth detection system for immediate data regarding any hearth

connected incident.

We have hearth fighting system ( manual & automatic) for immediate

handling of any fire connected accident. we've got a fireplace tender (capacity 4500 liters

water, 90Kg CO2,150Kg DCP and five hundred liters capability foam).

We attempt to maintain zero accident record through regular safety audit, frequent

coaching for workers, line associates and contractors.

Environmental Utility :
To take care of the health of all our staff, we tend to maintain all international parameters

and standards for beverage, treated water, close air workplace, workplace and also the

outside. we tend to keep change of these standards of health and welfare of staff through

a team of well qualified personnel within the laboratory.

Policies:
Quality policy

YAMAHA bike is committed to deliver prime quality merchandise and sensible

aftersales service to confirm the client delight through effective implementation of

quality management system. This, we tend to shall attain through: -

Team work communication.

Continual improvement altogether our business processes.

Environmental policy

YAMAHA bike Asian country personal restricted manufacturer of 2 wheelers at its plant

placed in Faridabad, Haryana (India) is committed to shield setting and supply healthy

and safe operating environment:

Maintain and regularly improve upon our Environmental Management System

and Performance.

Prevention of pollution ensuing from our business activities

Strictly adhere to compliance obligations and more follow our own standards.

Health and Safety policy

YAMAHA bike Asian country personal restricted manufacturer of 2 wheelers at its plant

placed in Faridabad, Haryana (India) is committed to shield setting and supply healthy

and safe operating environment:

To achieve this, the subsequent effective steps shall be taken: -

Compliance of all relevant health and safety requirement/standards.

To improve and maintain the plant instrumentation, machinery and dealing

conditions, periodical safety audit shall be allotted by internal and external

agencies.

Occupational Health and Safety are taken into thought whereas getting of plant,

machinery and instrumentation and dead as per in operation procedures.

The implementation of activity health and safety at work place shall be the

responsibility the least bit levels of management .

 Worker participation in safety committees and alternative safety awareness

activities are inspired.

Health associated Safety performance shall from an integral a part of personal

assessment Performa for workers the least bit levels.

Health and Safety be one amongst the factors for performance analysis of all

contractors, suppliers, transporters and marketer which will be measured by

involved department.

This policy shall be reviewed as and once needed. The policy shall be created obtainable

to all or any staff and outdoors interested agencies.

Operations:
1. Head workplace affairs

2. motorbike engines aggregation and machining

3. Spare components administration

4. Education and coaching

5. Public relations

6. analysis and development

7. Testing and development of motorcycles.

Products of YAMAHA motorcycles:

YAMAHA MT 15

YAMAHA YZF R3

YAMAHA YZF R15 VER 3.0

YAMAHA FAZER 25

YAMAHA FZ 25

YAMAHA FZ-FI

YAMAHA FZS-FI

YAMAHA SALUTO

YAMAHA SALUTO RX

YAMAHA FASCINO
Services:
YAMAHA Motorcycle India Private Limited, offers 6 Free and 9 paid services for its

motorcycle.

The Services to be availed inside the desired kms or days from the date of sale of

bike whichever happens initial.

It is necessary to avail all Free and Paid the services as per given schedule.

The services are availed solely at our SMIPL licensed business organization.

In Free Service, the labor price for doing periodic maintenance is free. price of

oil, gaskets and alternative jobs requested by client however not lined within the

amounted maintenance schedule area unit guilty at actual throughout the Free

service period.

If motorbike meets with Associate in Nursing accident throughout the Free

services amount then the particular labor and components charges needs to be

borne by client to create the vehicle excellent (road worthy).

 • PRODUCT AND
SERVICE PROFILE
Yamaha fascino:
Specifications:
• 66-KM per ltr.
• Category: moped.
• 113 CC MOTORCYCLE.
• Top speed is 80 KMPH.
• Petrol engine.
• Transmission: automatic.
• Engine kind: Air-cooled, four-stroke, two-valve.
• Best range.
• Front and rear break type dump.
Yamaha Fz25:
Specifications:
• 43-KM per ltr.
• 249 CC bike.
• Power: 20.9 per sec.
• 8000 revolution per minute.
• Engine kind: Air-cooled, four-stroke, two-valve, Single
cylinder
• Brake: front and rear disk.
• Best range.
• Analog meter.
Yamaha YZF R14:

Specifications:
• 40-KM per ltr.
• Kind: bike
• 149 CC bike.
• Top speed is 131 KMPH
• Power 16.8 per sec.
• 8500 revolution for each minute.
• Engine kind: Air-cooled, four-stroke, four-valve,
Liquid-Cooled Single Cylinder
• Brakes :front and rear disk.
• Best in mileage.
• Analog meter.
Yamaha RFZ R15F:
Specifications:
• 45-KM per ltr.
• Kind: motorcycle
• 149 CC bike.
• Top speed is 130KMPH
• Power :16.8 per sec.
• 8500 revolution per minute.
• Engine kind: liquid-cooled, four-stroke, four-
valve.
• Brakes :front and rear disc.
• Best mileage.
• analog meter
Yamaha YZF R3:
Specification
• 24 KM per ltr.
• Kind :motorcycle.
• 321 CC bike.
• High speed is 188KMPH.
• Power 41.4 BHP.
• 17500 revolution per minute.
• Engine kind :two cylinders, liquid cooled, four-
stroke, four-valve.
• Brakes: front disc and rear disc.
• Analog meter.
Yamaha SZ-RR:
Specifications:
• 50 KM per ltr.
• Kind: motorcycle.
• 149 CC bikes.
• High speed is105KMPH.
• Power 12.1 per sec.
• 7500 revolution per minute.
• Engine kind: Air-cooled, four-stroke, two-valve.
• Brakes: front disc and rear drum.
• Best range.
• Analog meter.
Yamaha Fz:
Specifications:
• 50 KM per ltr.
• Kind: motorcycle
• 153 CC bikes.
• High speed is 117KMPH
• Power 14 per sec.
• 7500 revolution per minute.
• Engine kind:Air-cooled, single cylinder, four-
stroke.
• Brakes: front disc and rear drum.
• Best range.
• Analog meter.
AREAS OF OPERATION
Company has been functioned in the different nations they are:

1. PAKISTAN.

2. INDONESIA.

3. THAILAND.

4. MALASIA.

5. PHILIPPINE.

6. TAIWAN.

7. COMBBODIA.

8. CHINA.

9. AUSTRALIA.

10. NEWZELAND.

11. SINGAPOOR.

INSFRASTRUCTURE FACILITIES
BANGALORE WHEELS has a modern showroom to the sell Yamaha bikes and equipped

workshop to provide service. Bangalore wheels is authorized dealership with the Yamaha

motor private limited. Today Bangalore wheels has expanded with showrooms.

• Modern fast class audio visual in the waiting room

• Good large discussion room.

• Test drives are provided.

• Display board are provided

COMPANY COMPITATORS
• HERO.
• Honda.
• Bajaj.
• TVS .
• Royal Enfield.
• Chapter 3

Ratio analysis
Age group of the respondents.
Table no. 4.1 Age group of the respondents.

Particulars(age) No. of respondents Percentage(%)

18-20 25 25

20-35 44 44

35-50 20 20

50 above 11 11

100 100

Analysis:-

The above table shows that the age groups between the 18 to 20 years respondents are 25%,

44% of the respondent are in the age group of 20-35 years, the age group between the 35-50

year respondents are 20% and the 11% of respondent are the age group of 50 years and above.

32
Chart number:4.1 Age group of the respondents.

50

45

40

35

30

25

20

15

10

0
18-20 20-35 35-50 above50

Respondents Percentage

Interpretation:

In the above table out of the 100 respondents, the majority of the respondents are in the age

group of 20-35 years.

33
Table no 4.2 Monthly income.

Monthly income(MI) No. of respondents Percentage(%)

Rs7500 – 10000 7 7

Rs10000 – 20000
43 43

Rs20000 – 30000 35 35

Rs30000 above 15 15

100 100

Analysis:

The above table shows that the monthly income of respondents, The income group of the

Rs 7500-10000 respondents are 7%, income group between Rs10000-20000 respondents are

43%, 35% of the respondents are in the income group between the Rs20000-30000 and 15%

in the income group Rs 30000 and above.

34
Chart no 4.2 Monthly income.

50

45

40

35

30

25

20

15

10

0
7500-10000 10000-20000 20000-30000 30000above

Interpretation:

It has found that the majority of respondents are in group between the Rs 10000-20000 aiming

this segment with the promotional events will help to increase the sales.

35
Table no. 4.3 Occupation.

Occupation No. of respondents Percentage(%)

Student 46 46

Business 20 20

Profession 17 17

Employes 13 13

Other 4 4

100 100

Analysis:

This above table examined that out of 100 respondents the 46% are the students, 20%
respondents are the who running a business, 17% respondents are the professions, 13% are
the employees, and the other occupations are the 4%.

36
Chart no. 4.3 Occupation.

RESPONDENTS
50 46
45
40
35
30
25
20
20 17
15 13

10
4
5
0
student business profession employes others

respondents

Interpretation:

The majority respondents are the students, in this diagram students are the most intrested to

ride a bike. Here the target customer for showroom is student.

37
Table no. 4.4 The color of Yamaha bike.

Colour No. of respondents Percentage(%)

Red 18 18

Black 30 30

Silver 25 25

Blue 12 12

Ash 15 15

Total 100 100

Analysis:

In the above table shows out of the 100 respondents the 30% of customers are selecting the
black color bike,25% of respondents are moving to the silver color,15% of respondent
chooses the ash color and 12% of respondents are choose the blue color bikes and 18%
respondents go for red.

38
Chart no. 4.4 The color of Yamaha bike.

respondents
35

30

25

20

15

10

0
red black silver blue ash

respondents

Interpretation:

Most of the clients are interested in purchasing the black and silver color bike.

39
Table no. 4.5 Customer knowing about Yamaha bikes.

Particulars No. of respondents Percentage(%)

Friends 45 45
Advertising 25 25
Media 25 25
Other 5 5
Total 100 100

Analysis:

The above table shows out of 100 respondents 45% of purchaser knowing about the Yamaha

By friends, 25% are by the advertisement, 25% of customers are knowing by the media and

5% from others.

Chart no. 4.5 Customer knowing about Yamaha bikes.

RESPONDENTS
respondents
45

25

25

FRIENDS ADVERTISING MEDIA OTHERS

Interpretation:

Most of the customer will get information about bikes through friend shows customer of

Yamaha bike get influenced by friends followed by advertising then media.

40
Table no. 4.6 Customer opinion about Yamaha .

Opinion No. of respondents Percentage(%)

Excellent 40 40

Good 35 35

Satisfactory 15 15

Poor 10 10

Total 100 100

Analysis:

It is observed from the above table that 40% of the respondent are giving excellent opinion

about the Yamaha bike, 35% are giving good opinion,15% are the satisfactory , and the 10%

are giving the poor opinion about the Yamaha bikes.

Chart no. 4.6 Customer opinion about Yamaha .

respondents
respondents

45
40
35
30
25
20
15
10
5
0
excellent good satisfactory poor

Interpretation:

Most of purchaser are giving the excellent opinion with their experience in the bangalore

wheels .

41
Table no. 4.7 The first owner of the bike.

Particulars No.of respondents Percentage(%)

Yes 80 80

No 20 20

100 100

Analysis:

In the above table shows that 80% of customers are the first user of yamaha bike and the rest
of them are not.

Chart no. 4.7 The first owner of the bike.

Series 1
90

80

70

60

50

40

30

20

10

0
yes no

Series 1

Interpretation:

Most of the respondents are the first user compared to the second hand owners.

42
Table no. 4.8 Factors considering after the first service.

Opinion No. of respondents Percentage(%)

Very unsatisfied(VU) 7 7

Unsatisfied(U) 8 8

Neutral(N) 25 25

Satisfied(S) 27 27

Very satisfied(VS) 33 33

Total 100 100

Analysis:

From the above table that after the first service the 33% of respondents are the very satisfied
with service, 27% are the satisfied with the showroom service for the bikes

Chart no. 4.8 Factors considering after the first service.

respondents
35

30

25

20

15

10

0
very unsatisfied unsatisfied neutral satisfied very satisfied

respondents

Interpretation:

Most of the respondents are satisfied with the service provided by the showroom .

43
Table no. 4.9 Customer opinion after many service.

Opinion No.of respondents Particular

Excellent(E) 55 55

Good (G) 30 30

Fair (F) 10 10

Poor(P) 5 5

Total 100 100

Analysis:

from the above table out of 100 respondents that 55% are giving the excellent opinion about

the yamaha bike after the bike service, 30% are giving the good opinion,10% are the

satisfactory opinion, and the 5% are giving the poor about the Yamaha bikes after there bike

service.

44
Chart no. 4.9 Customer opinion after many service.

RESPONDENTS
respondents

60

50

40

30

20

10

0
excellent good fair poor

Interpretation:

Most of the customers are giving excellent for bike after many services.this shows that

company is providing consistence in quality services.

45
• Chapter 4

SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH, WEAKNESS,OPPORTUNITIES AND THREATS.

Strengths:
✓ Yamaha and their quality and customized product.

✓ Yamaha firm has 40k workers.

✓ High level of marketing.

✓ Promoting circulation of the Yamaha bikes through international.

✓ It was one of the significant brand moto GP and world superbike.

✓ Yamaha is producing 50 to 1900 cc bikes.

✓ It has reached the organization by a great degree.

✓ Innovative offer and scheme are provided.

Weakness:
✓ Yamaha R1 are entirely costly

✓ Street safety is less.

✓ Extra parts of the Yamaha motorcycles are costly.

Opportunities:
✓ Promoting eco-friendly bikes designed to less pollution

✓ A segment of two wheeler is a fast rising industry.

✓ Motorcycle export is limited that is the international market is untapped.

Threats:
✓ Hard race in India as well as international products.

✓ Government policies & rules.

✓ Public transport by govt. is straight affective.

Strengths in the SWOT analysis of Yamaha
Wide Product range –
Yamaha Motors product range includes motorcycles, scooters, motorized bicycles,
boats, sail boats, personal water craft, swimming pools, utility , fishing boats, outboard
motors, 4-wheel ATVs, recreational off-road vehicles, go-kart engines, golf carts, multi-
purpose engines, electrical generators, water pumps, snowmobiles, small snow
throwers, automobile engines, surface mounters, intelligent machinery, industrial-
use unmanned helicopters, electrical power units for wheelchairs and helmets.

Excellent reputation –
As per Forbes, Yamaha is the 69 highest regarded companies in the world because of its
excellent performance over time. It is ranked 658 with regards to its overall sales across the
world which touches #14 billion.

The sound –
Yamaha motorcycles are absolutely loved for the engine ripping sound they make when
someone revs up the accelerator of a bike. In fact, It is a go to bike for motorcycle lovers.

Rigid build –
All products from Yamaha are expected to have a rigid build and have a high quality. Yamaha
has an excellent quality control team and R&D team to ensure that the products sold out in
the market match the performance levels expected of these products.

Market leader in unique segments –

Yamaha’s Snowmobile, water boats and engines are considered as the world leaders and in
such unique segments, Yamaha has a standing equivalent to Honda motors though it may
be behind in motorcycles.

Participation in sports –
Yamaha has branded itself very well by having regular participation in motorsports especially
in motorcycle racing and car racing.
Star in the BCG Matrix –
Yamaha may not have a high market share of the worldwide automobile market but it is
growing in a segment which has many competitors and yet the potential of the segment is
huge too. Thus, Yamaha is clearly a star in the BCG matrix when considering the motorcycle
industry.

Weaknesses in the SWOT analysis of

Yamaha

Marketing & Advertising –

Because Yamaha is a star in the BCG Matrix, it needs to have huge expenditure where
Marketing and Advertising is concerned. However, compared to other brands like Hyundai or
Hero or others, Yamaha does not use television as effectively though it is present in Top
magazines and regularly found in the newspaper. A lot more is expected from a brand like
Yamaha in terms of Advertising.

Distribution –
Another problem which is faced especially in developing countries where Yamaha is present
is that the distribution is not up to mark. Even in India, the distribution is quite low and does
not match with other prominent motorcycle brands like Honda, Bajaj, Hero or others.

Service –
Because the distribution points are less, the service points are less as well. Hence a
customer thinks of the service convenience before buying this product and might not
purchase the bike itself. Therefore along with sales distribution, service points distribution is
also needed. This is probably the weakest point in the SWOT analysis of Yamaha.
Sales is dropping –

As per this graph by Statista, the sales of Yamaha is dropping year on year and 2016 is the
year when it has dropped the most.

Opportunities in the SWOT analysis of

Yamaha

Electric Bikes –
Yamaha is already into Electric bikes and this is a product for the future. As more and more
people move onto electric cars, bikes will not be left far behind and already the adoption has
started in many regions. Regions which are environmentally conscious have made electric
bikes mandatory because of the low carbon footprint.

Low tier segment motorcycles –

Most of Yamaha’s products are positioned as premium whereas Yamaha should be looking
at the low tier as well as mid-tier segments. Brands like Volkswagen in cars have proved that
a single company can cater to all segments even if it does the same with different brands.
With the same concept, Yamaha can concentrate on the low tier and mid-tier segment to
have a huge boost to its dropping sales.

Distribution –
Having more distribution point and service points are required by the brand. It is a weakness
which Yamaha has and covering that weakness can mean an opportunity for the brand.

Expansion –
Expansion in International territories and developing markets can help the brand in boosting
sales. This expansion will not be limited to motorcycles but it can be applied to its engines
and all the other products in the arsenal of Yamaha.
Brand driver products –
Like Pulsar in Bajaj or Splendor and Passion in Honda, Yamaha needs products which are
the drivers for its brand. A single product or 2 products which are the main products advertised
by the brand and which can penetrate the market yet build brand equity, such products need
to be marketed by Yamaha

Rising Disposable income & Emerging markets –

Yamaha needs to especially target nations where the GDP is rising and there is more and
more disposable income. Such markets will always first prefer bikes and then will move on
to cars. Yamaha needs to cover these regions to increase overall sales.

Threats in the SWOT analysis of

Yamaha
Lack of Advertising –
As we can see that Yamaha sales are dropping which is due to a lack of advertising and the
proper positioning for the brand. Yamaha’s brand recall is quite lesser than its other
competitors and this has affected the brand equity, the recall and the overall sales of the
brand.

Competition –
The competition in this segment is huge. There are national players in most countries which
have captured a large market share and to counter the competition, Yamaha needs either
price penetration or excellent marketing. But at all times, the competition effects both – the
topline and the bottomline of the company.

Indirect competition –
Although all families have one motorcycle, it is observed that scooters and slowly yet steadily
replacing motorcycles. At the same time, many families have directly purchased cars instead
of purchasing a single motorcycle. This indirect competition rising in demand is also a reason
for the dropping sales of Yamaha and it is a threat to the brand.
• Conclusion
• From the research following facts about Indian two wheeler industries
• has been inferred:
• • Age group 21-35 years
• • Profession
• Mostly salaried
• Customers are generally satisfied with attitude of dealers at the time of
• sales.
• • Every brand of bikes has a poor response in terms of sales follow up,
• Hero Honda is the most famous brand.
• Favored bikes in today's 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
• customer's attitude and behavior to Dealership evaluation other than
• found of Noida then Greater Noid