“MARKETING STRATEGY OF YAMAHA PRODUCTS”
YAMAHA MOTORS INDIA PVT. LTD.
Submitted in partial fulfillment of the requirement of Bachelor of Business Administration (BBA), Guru Jambheshwar University of Science & Technology, Hisar.
Training Supervisor: Submitted By: Mr. A. C. YadavRahul Rao
B. B. A. 3rd Yr.
Enrollment No.: 06511120036
Session : 2008-09
Directorate of Distance Education
Guru Jambheshwar University of Science & Technology.
1. Organisation Profile
4. Product Range
1. Yamaha History
2. Yamaha Motor Limited
3. Distribution System
4. Corporate Structure
5. Hierarchical Structure
6. Department Chart
2. Task Undertaken
7. Research Objective
8. Introduction on Yamaha Crux
9. Research Methodology
10. Key Findings
13. Usefulness of the Project
3. Self Appraisal
After completing the training report at “YAMAHA MOTORS LTD.”, it is a great pleasure for me to thank all those who have helped me during the course of completion of my project.
I express my sincere thanks to Mr. A. C. Yadav (Head of Marketing Deptt.) of Yamaha Motor Limited for giving me a unique opportunity to do project in their esteemed organization.
Last but not the least; I would like to place a word of appreciation on record for a all those who directly on indirectly supported me.
Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the alliance of Escorts Limited, the flagship company of the Rs. 3600 crores Escorts Group, a major in the two-wheeler business and Yamaha Motor Company Limited (YMCL), Japan.
Recently YMEL launched a new bike - Yamaha Crux in December, 2000. My project was aimed at investigating about the awareness level of Crux from the owners of the competitive brands. These competitive brand names are Hero Honda’s Splendor & CD 100/SS and Bajaj’s Caliber. My project also aimed at determining the primary factors which influence scooter owners to shift from scooters to motorcycles. My project was restricted to New Delhi only and the sample size was 250 including 100 for scooter owners and the rest 150 divided equally among the three competitive brands, that is, Splendor - 50, Caliber - 50 and CD 100/SS - 50. Questionnaires were made and were filled by the respondents and the data collected was analyzed to get some useful results.
After analyzing the data, we discovered the primary factors influencing scooter owners to shift from scooters to motorcycles. The prominent among these factors were that motorcycles have a better fuel economy, motorcycles are more stylish and the engine power of motorcycles is more as compared to scooters. We also discovered that the awareness level of Yamaha Crux was very low and this was primarily due to lack of advertisements and other promotional activities. Thus, in the end some recommendations were also given to Yamaha Motor Escorts Limited so that they could take the required preventive measures.
The Escorts Group, with Escorts Limited as its flagship company, is among India's largest corporations operating in the diverse fields of agri-machinery, telecommunications, information technology, healthcare, bi-wheelers, construction & material handling equipment, automotive & railway ancillaries and financial services. The Group has 19 modern manufacturing facilities & an extensive marketing network spread across the country. The major global alliances of the Group include : JCB - UK, Yamaha - Japan, Claas, Mahle and Goetze - Germany,...