Marketing Plan

Topics: Marketing, Middle class, Strategic management Pages: 2 (554 words) Published: July 20, 2013
The Marketing Plan
It is a well known fact that there is no biker in the world who wouldn’t want to drive a Yamaha. With this brand image already built up in the minds of the consumers it would be an easier task, but keeping in mind the increasing petrol prices we would have to ensure that consumer moves out of the mileage conscious “Kitna deti hai?” factor to concentrating on the styling & power factor of the bike. SWOT Analysis

Strength –
  Yamaha is one of the most trusted names in two wheeler industries and has a strong goodwill from its legacy of RX 100, RX 135 & FZ series  Yamaha is a well known brand known for its Style and Performance   Yamaha RD 350 is a complete package in terms of style and fuel economy   Has a Strong distribution and service channel with its 1,400 service centre and 450 dealers all across India   Experienced management having years of experience in bike launch   Increase in purchasing power of youth and young professional   350 cc bike market showing a consistent growth in India   Only performance bike in 350 cc segment other than KTM Duke   Yamaha has won several awards for its reliability, innovation, consumer`s preference and performance segment in past years

  To become a leader in 350 cc bike market by launch of RD 350   To increase market share through increased sales
  Create a shift in consumer preferences from small cc bike to higher cc bikes which offers more style and power as compared to traditional bikes available.

Weakness –
  Highly competitive market
  Increase in fuel price which restrict middle income group from buying modern bikes.   Price tag between 90,000 – 1, 20,000 INR and many heavy cc bikes are available in that price Threat –
 The existing bikes at 350 cc is Royal Enfield which has a strong market share in this segment   Rumors that other competitors are also coming up with 350 cc bikes in near future

Geographic Segmentation
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