CASE STUDY ANALYSIS

Case Study Analysis

Case Study Analysis

Introduction

This report deals with Yamaha Indonesia and business objectives and strategies to meet objectives. This report will focus on Yamaha Mio, Yamaha's newest product from Indonesia and particular product competition with products from Honda, which is biggest competitor to Yamaha. Contents of report are written based on interviews, books and articles on internet.

Motorcycle industry has continued to grow as motorcycles continue to comply with cheaper and more efficient means of transportation for most people in urban and rural areas. Moreover, proportion of motorcycles to population in country remains low compared with other countries in this region.

Country, therefore, still offers the potential market for motorcycles encouraging producers to increase production capacity. In 2008, country's production capacity for motorcycles reached 8.46 million units the year. Meanwhile, output has continued to expand driven by growing demand, reaching 6.27 million units in 2008.

Honda maintains leadership in actions of production and market. In 2008, Honda motorcycle production totaled 2,830,000 units, followed by Yamaha in second with production to reach 2,520,000 units. Two products dominate production. They represent 95% of country's total production.

In 2008, sales of motorcycles reached more than 6 million units, or the record of all time in country. Sales represented an increase of 33.3% over previous year.

Global financial crisis, however, began to bite in 2009, sales are expected to drop even declined especially in regions due to falling prices of plantation products. Purchasing power of population has declined sharply in region, especially oil palm, coffee and rubber growing areas. Early last year purchasing power of people in these regions grew with rising prices of plantation products, but in last quarter of this year, prices dropped considerably.

Background

Yamaha Indonesia is about to relaunch its automatic motorcycle, Nuovo, together with the model for women, Mio. This case presents opportunity to form the new marketing strategy for Mio Nuovo and to discuss lessons learned from initial implementation Nuovo and analysis of new research data presented.

Lack of the first release Nuovo. Despite the campaign to raise awareness of product, consumers were not buying. Reasons cited include normal body too large, lack of familiarity with automated cycles and feminine image associated with automatic. Dealers also are reluctant to spend time educating consumers about automatic cycle when it was quicker for them to sell the single manual. Football player used in ad campaign was probably not best, as drivers of motorcycles to be seen as strong and resilient. Soccer players are not perceived as "macho."

Competitors. There were no other machines on market motorcycles, but bicycles manuals were preferred by consumers. Honda's competitors (63%) and Suzuki (19%) had more market share from Yamaha (15%). Only 14% of buyers do not prefer Yamaha brand loyalty to other two. real competitor is bike manual.

Buyer. THE typical motorcycle rider is man in his 20 years with upper secondary education and work in their own business. Thirty percent of pilots were women Nuovo. Security and maintenance are of interest to ...