India Yamaha Motors Limited
C h a p t e r : E X E C U T I V E S U M M A R Y
Yamaha enjoyed a great start in India with its models RX100 and RX135. But, the government ban on
two stroke bikes was the biggest breakthrough in Yamaha‟s success. They ran in losses for almost for a
decade. Parent company Yamaha Motor Corporation (Japan) has decided to utilize its deep R&D for theIndian markets.Premium segment industry is unattractive for the new entrants due to need of huge initial capitalinvestment. The industry is also affecting by other factors like availability of cars in the same price range,stiff competition. But, rise in per capita income of households, westernization etc. provides an opportunityfor the existing players to capture the market.Through this research, we are analyzing one of the new strategies by India Yamaha Motors PrivateLimited to enter into the premium segment bikes in India. Our research will be focusing to analyze theindustry, to study internal and external forces affecting the decision of the company. In this research wehave used various strategic tools and frameworks to support our analysis, took the help from various weband literary resources which is given in references section.
Yamaha‟s main problems were identified as a late entry in the market, operational inefficiencies and not
following aggressive selling. As compared to their competitors, their capabilities are not per standard in
the current scenario. However, parent company‟s financial and technological support facilitates company
to show their core competencies to the customers.To improve, Yamaha should focus to increase its production capacities. They should utilize their premiumtechnology by giving focus to introduce new range of products to satisfy the consumer needs. Theyshould also give importance to market the product well.