STRATEGIC MANAGEMENT

Strategic management



Strategic Management

Yamaha Motors

This report deals with Yamaha Motors and business objectives and strategies to meet objectives. This report will focus on Yamaha Mio, Yamaha's newest product from Motors and particular product competition with products from Honda, which is biggest competitor to Yamaha. Contents of the report 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 the 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. (Webb, 2009, pp. 601)Discussion and Analysis

Yamaha Motors is about to relaunch its automatic motorcycle, Nuovo, together with the model for women, Mio. This case presents the 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. 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 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.

The typical motorcycle rider is a 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 women. Buyers were reluctant to buy bicycles automatic, as substitute, manuals perceived as more powerful and smooth. This misunderstanding and image of femininity has to be changed.

However, Yamaha does not seem to want to rush in stride and continue to study development of first market. "We will not Vega XR JMS in place, but new card will be around in January 2009 to come," said Bambang Asmarabudi as Manager of Marketing and Promotion PT Yamaha Motor Kencana Motors (YMKI) when detikoto found in under Jakarta press conference Motorcycle Show 2008 at Alila Hotel, Jakarta (20/11/2008).

Yamaha Vega ZR it will take an example from previous Taurus Yamaha first marketed in Vietnam. And directly compete with Honda Blade 110R soon to be launched by ...