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“MARKETING STRATEGY OF YAMAHA PRODUCTS”
YAMAHA MOTORS INDIA PVT. LTD.
Faridabad. Submitted in partial fulfillment of the requirement of Bachelor of Business Administration (BBA), Guru Jambheshwar University of Science & Technology, Hisar.
Training Supervisor: Mr. A. C. Yadav Submitted By: Rahul Rao B. B. A. 3rd Yr. Enrollment No.: 06511120036
Session : 2008-09
Directorate of Distance Education Guru Jambheshwar University of Science & Technology.
Hisar. Contents 1. Organisation Profile
• • • • Introduction Creation Vision Product Range Yamaha History Yamaha Motor Limited Distribution System Corporate Structure
• • • • • Hierarchical Structure • 2. Task Undertaken • • • • • • • • 3. Self Appraisal 4. Bibliography
Research Objective Introduction on Yamaha Crux Research Methodology Key Findings Conclusion Recommendations Usefulness of the Project Limitations
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.
3600 crores Escorts Group. . Caliber . Thus. that is. These competitive brand names are Hero Honda’s Splendor & CD 100/SS and Bajaj’s Caliber. Splendor . Recently YMEL launched a new bike . a major in the two-wheeler business and Yamaha Motor Company Limited (YMCL).50.50 and CD 100/SS . The prominent among these factors were that motorcycles have a better fuel economy. the flagship company of the Rs. Questionnaires were made and were filled by the respondents and the data collected was analyzed to get some useful results. 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. 2000.50. motorcycles are more stylish and the engine power of motorcycles is more as compared to scooters. My project was aimed at investigating about the awareness level of Crux from the owners of the competitive brands. My project also aimed at determining the primary factors which influence scooter owners to shift from scooters to motorcycles. Japan. After analyzing the data. in the end some recommendations were also given to Yamaha Motor Escorts Limited so that they could take the required preventive measures. 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.Yamaha Crux in December.Executive Summary Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the alliance of Escorts Limited. we discovered the primary factors influencing scooter owners to shift from scooters to motorcycles.
INTRODUCTION OF THE COMPANY .
Introduction The Escorts Group. The Group has 19 modern manufacturing facilities & an extensive marketing network spread across the country. P. Rajan Nanda (The Legacy of a Vision) H.Italy. Nanda (1917-99) . bi-wheelers. First Pacific . The next 50 years saw Escorts surge ahead and become one of India's largest conglomerates. The major global alliances of the Group include : JCB . is among India's largest corporations operating in the diverse fields of agri-machinery. information technology. automotive & railway ancillaries and financial services. Nanda and Mr. Escorts Agents Ltd.UK.Germany. Carraro . Yudi Nanda.Hong Kong. launched a small agency house. Long CA. in Lahore. H. with Escorts Limited as its flagship company. Claas. Mr. telecommunications. Vistaar & i2 . Mahle and Goetze . healthcare.Japan. construction & material handling equipment.USA.Poland. IFS Sweden and POL-MOT . Creation The genesis of Escorts goes back to 1944 when two brothers. Yamaha .P.
undertook a major restructuring programme to give sharper focus to the businesses. Mr. The remaining businesses are strategic investments for generating value. software and healthcare. the company branched into manufacturing piston rings in India in collaboration with GOETZE WERKE of Germany. Towards this end. telecom. In 1948 Mr. which resulted in each business becoming an independent entity with defined partnerships.P. The Group has since re-evaluated its focus with thrust on areas of high growth namely agri machinery. customers and business economics. This involved building alliances with global players and improving market capitalization. . to market tractors and farm implements.Escorts gauged the need for modernising agriculture and pioneered farm mechanisation in the country. Nanda established Escorts Agri Machinery Limited. in April 1994. Escorts soon became the number one tractor selling company in India. Meanwhile. Rajan Nanda. It set up the first dealer network of its kind to market tractors for import purpose. The recent past also witnessed a major shift in Escorts' business focus. the Group has recently launched a major initiative in Internet and E-commerce. when it broke away from its traditional identity of being a purely engineering company and made its foray into the service sector of telecom and information technology. technology. H. Present Scenario On assuming the Chairmanship of the Group.
• • • In other Businesses generate value through strategic investments. The ultimate objective being to create value for its shareholders. Make the Group investor attractive by creating value for customers which ultimately creates value for shareholders . Thrust on developing major export markets.Vision As Escorts marches into the 21st century. Information Technology & Healthcare. it does so with a clear vision. renewed commitment and the ability to perform. • Be market leaders in areas of high growth businesses of Agri. Telecom. Provide world class quality products and services to consumers.
COMPANY PROFILE .
Poland 1961 . 3600 crores Escorts Group.Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the alliance of Escorts Limited.GTS . but also being a leading exporter of two-wheelers. It is this proximity to the customers that gives YMEL the confidence of riding into the next decade with world-class technology.Machinery was installed in the new building 1965 . Japan.Secured license under technical collaboration with CEKOP.Obtained 23 acres of land for separate factory 1962 . Meeting the diverse needs of the customers … millions of bikes across millions of miles. Using state-of-the-art technology for its Rajdoot. the flagship company of the Rs. Yamaha Over the Years 1960 . The global giant in two-wheelers business over 3 decades and having the distinction of putting over 25 lakh two-wheelers on Indian roads. the company is on the fast track to make its presence felt in all the segments of the two-wheeler industry. a major in the two-wheeler business and Yamaha Motor Company Limited (YMCL).Assembly and partial manufacturing started in plant 1 1964 . offering exciting machines not only to the Indian customers.Manufacturing activities shifted from plant 1 to the present building 1972 .a small motorcycle was introduced . The company has presently two manufacturing facilities located at Faridabad in Haryana and at Surajpur in Uttar Pradesh. Yamaha and Escorts range of motorcycles.
Launched 350cc motorcycle in the market all over India 1984 .Entered in technical collaboration with Yamaha Motor Company of Japan for manufacturing 350cc motorcycle 1983 .On 14th June.175cc Super-D model was introduced 1985 . Japan 2002 . Yamaha Motor Escorts Ltd.YD-125 launched 2000 .Share of Yamaha Motor Company.1979 .Letter of indent obtained for manufacture of 100cc motorcycle 1983 .Introduction of indicators in existing 175cc Rajdoot motorcycle 1990 . so take over of Escorts Yamaha Motor Ltd.Started manufacturing 50cc moped on 31st March 1996 .Up gradation of 175cc motorcycle by introducing newer technology and styling such as bringing in of EXCEL-T with telescopic front forks/modern system 1993 .ISO 9001 was achieved 1997 .Libero . (EYML) and conversion to Yamaha Motor Escorts Ltd.Yamaha Crux launched in December 2001 . Japan rose to 74%. Japan 1985 .On identified scale.Installed “UYEMURA”. automatic electroplating plant 1989 .Electronic ignition system of Rajdoot launched 1995 .Started manufacturing of RX-100cc motorcycle in technical collaboration with Yamaha Motor Company.YBX 4-stoke bi-wheeler was launched 2000 . (YMEL) 2000 .Launch of Yamaha RXZ and 175cc Escorts ACE 1998 . was officially taken over by Yamaha Motor Company. manufacturing facilities of various components were improved upon by the introduction of 4th generation machinery equipment 1984 .
Japan. Customer satisfaction strengthened by improving dealer network.Recent Changes On 14th June. Optimizing the internal working system. Objectives of Yamaha Motor Company Limited : 1. Yamaha’s Original Design”. 2. Yamaha the Kando company. Strengthening research and development. 5. 3. the shops and making customer more comfortable. 2001. Kando is a unique Japanese word which means “Touching People’s Hearts”. New motto “Speed. Quality. . Yamaha Motor Escorts Limited was officially taken over by Yamaha Motor Company Limited. 4.
Product Range of Escorts Group Agri Machinery Telecom Informatio n Technology Escorts Ltd. Yamaha Motor & Escorts Ltd. • Yamaha RX-135 Yamaha RXZ Yamaha YBX Yamaha YD-125 ACE-175 Healthcare Bi . Absorber Front Pherson Struts Slew Railways . Combine Claas nt Enterprise Escorts Heart Institute Research Centre Ltd.Forklifts Railway Components Escorts Ltd.Air Brakes Pneumatic Brakes Escorts Ltd.Wheelers Construction & Auto Material Handling Equipment Escorts Construction Equipment Ltd.Couplers .Forks & Mc - Articulated - Electro - Vibratory . • • & • • Based Software Developme Escorts Ltd. Cranes Front 360 Loaders Cranes Boom Cranes .Tractors • • • Escort Farmtrac Powertrac Escotel Mobile Communic ations Ltd. Bike Car CV Earth Finance Finance Finance Moving Equipment Finance & Financial Services Shock Finance Telescopic - . . l Services Project Escorts Hospital Research Centre Ltd.Motorcycles - Pick-n-carry - Cellular Professiona Paddy Telephone Services Transplanters Sugarcane Harvesters End . Escorts Technologi es Ltd.
Transmissions & Axles Long Agribusiness LLC POL-MOT Escorts Spoika Zoo India Level Software Implement ation CA Escosoft Pvt.FD Vulcanised JCB Parts Hoe Goetze Ltd. Health Internet Portal Service Provider Mobile Service Automatrix • • • Rajdoot Yamaha RX-100 Yamaha Crux Rollers Platform Escorts Ltd. Funds . Ltd. .Piston Rings End Cylinder Blocks Track Liners Escorts Mahle Ltd.Personal Investment . Esconet Services Ltd.Rail Fastening .Securities India Trading .Harvesters Crop Tiger • • Track Version Wheel Version] Carraro Ltd.Skid Steers Articulated . Bach Aerial Absorber - Shock - Plant Hiring Mutual . Pistons & Pins Escorts .Advisory Services Cylinder Aluminium s Loaders Loading Shovels Front Loaders Excavators .
.Carburetors .com Employees Ancillaries Ltd.india.
2010. the Yamaha Group inaugurated its new YGP2010 (Yamaha Growth Plan 2010) medium term business plan. June 2007 President and Representative Director Mitsuru Umemura . AV/IT and device domains based on sound. Under this medium term plan the musical instrument.President’s Message Creating Kando that exceeds the expectations of our customers In April of this year." This move reflects our goals of achieving sustainable growth and acquiring management resources in a focused and proactive manner. pro audio. music software. music and network technologies have been redefined as the domain of "The Sound Company. by using both leadingedge and traditional technology to supply products and services built on a foundation of sensitivity and creativity. which will take the company through March. We look forward to your continued support. The Yamaha Group will continue to strive to provide satisfaction to our customers and to create "Kando" that exceeds their every expectation.
later that year.Yamaha History 1887 Torakusu Yamaha builds his first reed organ and begins taking orders for more. 1897 Nippon Gakki Co. The company fulfills its first export order: 78 organs for Southeast Asia. Ltd. is established with Torakusu Yamaha as president. 1902 Yamaha produces its first grand piano. begins exporting harmonicas worldwide.. 1914 Yamaha introduces its first harmonica and. Louis World's Fair. 1904 A Yamaha piano and organ are awarded the Honorary Grand Prize at the St. 1903 The company makes use of its woodworking expertise to begin building fine furniture. 1900 Yamaha begins making upright pianos. 1922 Yamaha begins production of high-quality hand- .
The company's expertise in metallurgical technologies leads to the manufacture of the first Yamaha motorcycle. 1955 . 1931 Yamaha engineers the acoustics of Japan's new Diet halls. the YA-1. Yamaha manufactures its first Hi-Fi Player. 1932 Yamaha begins production of pipe organs. 1930 Yamaha opens the world's first acoustics research room. 1953 President Genichi Kawakami begins seriously to investigate overseas markets. 1942 Yamaha creates its first acoustic guitar. First-year production: 125. 1935 The Magna Organ debuts. 1954 The Yamaha Music School system is inaugurated.wound phonographs. 1951 The Yamaha Building opens on Tokyo's Ginza.
Yamaha takes advantage of its materials expertise to create a line of fiberglass-reinforced archery equipment. Yamaha develops an electronic organ. Ltd. the Electone. 1962 Yamaha Recreation Co. is formed. Yamaha de Mexico S. 1960 Yamaha founds a U. 1959 The Yamaha Technical Laboratories are opened. 1961 Following on the success of Yamaha archery equipment. The first overseas Yamaha Music School opens in Los Angeles. 1958 The company forms its first overseas subsidiary. subsidiary.. the company develops and markets the first FRP skis. Yamaha diversifies into the manufacture and sales of alloys. 1965 Yamaha begins producing wind instruments. Ltd.A.. 1964 Yamaha holds the first Electone Concours.. .S.The success of Yamaha motorcycles results in the founding of Yamaha Motor Co.
1967 Yamaha opens Nemu-no-Sato. Yamaha markets its first guitars and drums. Canada and Thailand. 1972 Yamaha sponsors the First Junior Original Concert. Yamaha unveils the CF concert grand piano. Yamaha launches wind instruments developed in cooperation with the Vienna Philharmonic Orchestra. The Yamaha Music Foundation is established. . 1968 Yamaha produces its first line of hi-fi stereo equipment.1966 Yamaha expands into Europe with the founding of Yamaha Europa GmbH. 1970 In Tokyo. a unique resort devoted to music as well as recreation. in West Germany. Yamaha Music Schools open in Mexico. Yamaha stages the First World Popular Song Festival. 1969 Sviatoslav Richter uses a CF concert grand for his Italian tour. 1971 Yamaha begins semiconductor production.
1980 Yamaha opens the Piano Technical Academy in Tokyo. Full-scale manufacture and marketing of Yamaha fine furniture begins. 1977 Yamaha opens the Atelier for Wind Instruments in Tokyo. as well as the company's first synthesizer. a portable keyboard. PortaSound. 1975 Yamaha sports equipment manufacturing diversifies into tennis rackets.1974 Yamaha debuts the NS1000M speaker. In West Germany. is marketed. the PM-1000. 1976 Yamaha begins production of electric and electronic pianos. Yamaha sponsors the first Junior Original Concert to be held outside Japan. the CSY-1. 1978 Yamaha opens the Atelier for Wind Instruments in Hamburg. with a beryllium diaphragm. Yamaha opens the Tsumagoi resort for music and sports. and mixing console. 1982 Yamaha develops a line of carbon composite golf .
1986 Yamaha markets the DSP-1 Digital Sound Field Processor. and the DX-7 Digital Synthesizer. the CD-1.E. The Atelier for Wind Instruments opens in Vienna. In Tokyo. 1983 Yamaha markets the Clavinova.Yamaha introduces a compact disc player.A. 1989 The Museum of Modern Art. an electronic piano. Yamaha markets its first Disklavier. New York.) opens in Paris. 1987 The Piano Artist Service Center (C. Yamaha stages the First Band Explosion World Final. The company name is officially changed to "Yamaha Corporation" to mark the 100th anniversary of its founding. Yamaha begins production of custom-made LSIs. 1984 Yamaha synthesizes a range of proprietary technologies to produce its first industrial robots. Yamaha debuts the CF concert grand piano.A. Yamaha opens the R&D Studio in London. . 1985 The Yamaha R&D Studio opens in Tokyo.
Yamaha receives a letter of citation from the Vienna Philharmonic Orchestra. Kemble & Company (U. .acquires the Wind MIDI Controller WX7 for its collection. 1990 Yamaha opens a showroom in what was formerly East Berlin.) receives the Queen's Award for Export Achievement. CDE-100H10. the VL1 and VP1 Virtual Acoustic Synthesizers. The Junior Original Concert program celebrates its 20th anniversary. New York. The Museum of Modern Art. 1991 Production of pianos and wind instruments both surpass the 5-million mark. Yamaha debuts the Silent Piano series. 1994 Yamaha markets the Grand Piano Silent Series.K. 1992 Fin Christian Jagge (Norway) wins a gold medal in the Albertville Winter Olympics with PROTO-SL skis. adds the Active Servo Processing Speaker YST-SD 90 to its collection. 1993 Yamaha creates the world's first forged titanium golf clubs. Yamaha ships the world's first CD recorder. and the CD-Recorder CDE-100.
1998 Kakegawa Piano Factory and Yamaha Electronics Manufacturing (Malaysia) Sdn. Stanford University and Yamaha unveil the Sondius-XG joint licensing program. a standard-setting home theater system. Yamaha markets a Silent Violin. and Saitama Brass factories achieve ISO14001 Certification. 1996 Yamaha releases the DTX Silent Session Drum. 1997 Yamaha Kagoshima Semiconductor facilities achieve ISO14001 Certification. Denis Matsuev plays a CFIIIS concert grand to place first in the Tchaikovsky International Piano Competition. Bhd. Yamaha Metanix Inc. Yamaha markets a Silent Cello. Yamaha combines proprietary technologies to create the Digital Sound Field Processor. Ryuichi Sakamoto debuts Internet MIDI Live. Yamaha markets a multimedia speaker system for PCs. 2000 . 1999 Yamaha's Iwata Metal. achieve ISO14001 Certification.1995 Yamaha introduces the Silent Brass System and the GranTouch digital piano.
.Yamaha launches the mLAN (New Digital Network Interface Technology) Licensing Campaign. Yamaha establishes Musical Instrument Sales Subsidiary in South Korea.. Yamaha markets a Silent Viola. Yamaha markets a Silent Guitar. . China. Yamaha founds a record company. Yamaha establishes Holding Company in Europe. 2001 Yamaha establishes Audio & Video Products Sales Subsidiary in Shanghai. Yamaha markets an Elecrtic Violin. Ltd... Yamaha Music Communications Co. Yamaha begins Mobile Phone Ringer Melody Distribution Service in Japan and Taiwan. 2002 Yamaha closes Archery Products Business. Ltd. Yamaha establishes Investment Holding Company in China Yamaha establishes AV/IT Manufacturing Company in Suzhou. Yamaha Electronics (Suzhou) Co. All Yamaha Production Sites achieve ISO14001 Certification. Yamaha crafts a selection of commemorative pianos to celebrate one hundred years of piano manufacturing.
Yamaha establishes Musical Instrument Manufacturing Subsidiary in China Yamaha withdraws from CD-R/RW Business PRODUCTS .2003 Yamaha markets "Vocaloid" Singing Synthesis Technology.
& SERVICES .
PRODUCTS & SERVICES Products Musical Instruments Music Production Professional Audio Consumer Audio & Video Computer Peripheral LSI & Electronics Devices IP Conference System Software Country & Regions: North America Canada United States Austria Belgium Brazil Denmark Europe Latin America .
France Australia Brunei Cambodia China Mexico Germany India Ireland Korea Italy Asia / Middle East / Africa / Oceania .
FINANCIAL HIGHLIGHTS .
646.423.00 20.44 Cash dividends 15.00 20.63 ¥95.079 ¥534.477.00 (Note 3) Notes: 1.845 327.28 1.754 $5. Figures for net sales do not include national consumption tax.731 505.347 5.866 39.393.04 ¥135.50 50.77 508.91 16.056 35.91 1.506 ¥534.S.00 22.3 FY2008.06 ¥136.731 ¥275.50 .3 For the year: Net sales (Note 1) Operating income Net income At year-end: Total net assets Total assets ¥539.259.3 FY2005.S.398 ¥343.13 45.697 28.123 27.200 ¥316. (Note 2) $1.76 Net assets 1.680.83 43.135 27.977 559.558 394.3 FY2007.361 ¥548. Dollars Millions of Yen (Note 2) FY2004.031 540.43 0.62 1.005 ¥351.51 1.685 32.3 FY2006.19 ¥191.83 ¥259.3 FY2008.084 ¥550.577 519.Financial Highlights Yamaha Corporation and Consolidated Subsidiaries Years ended March 31 Millions of U. Dollars Yen Per share: Net income ¥210.334.695 24.532.028 $3.541 19.22 U.
19=US$1. A per-share dividend for FY2008. 3.00. dollar amounts are translated from yen. for convenience only.2. 2008. at the rate of ¥100. the approximate rate of exchange on March 31. U.S.3 includes special dividend of ¥20. .
Here are three of the most important ways we work to achieve that goal.Corporate Citizenship Products and Services Attuned to People's Needs. adopting voluntary management standards stricter than legally mandated ones. we sponsor concert series and special events that include Junior Original Concerts and the International Electone Concours/Festival. Our numerous environmental preservation initiatives include the elimination of ozone-depleting substances from our manufacturing processes. we formulated our Environmental Action Plan. in Harmony with the Environment At Yamaha. now operating in more than 40 countries. and commercialization of environmentally sound products. we believe that our most fundamental reason for being is to contribute to the enhancement of the quality of life everywhere we do business. In 1993. In addition to our network of Yamaha Music Schools. all dedicated to nurturing and enhancing the love of music around the world. . the adoption of energy conservation policies. Placing Top Priority on Environmental Issues Recognizing our relationship with the environment as a vital aspect of our corporate activities. Making Music Around the World: The Yamaha Music Foundation Since its creation in 1966. the Yamaha Music Foundation has coordinated an enormous range of Yamaha corporate endeavors. the reduction of waste products. Yamaha is committed to environmental preservation.
By March 2003. At Yamaha. and we are working to extend this certification throughout our organization. And our products and services are enjoyed by people in virtually every nation and region on the planet. we are today one of the most cosmopolitan and international companies in our industry. all of our production facilities in Japan and overseas and the majority of our resort facilities had acquired ISO14001 environmental management certification. we believe that the love of music is shared by all people. In all our activities. with a network of subsidiaries and joint ventures in some 20 countries in the Americas. That's why our corporate credo is Creating 'Kando' Together. . we are committed to making the world a better. more enjoyable place to live by enhancing and extending the joys of music to every corner of the globe. Yamaha's Global Commitment Although Yamaha was "born" in Japan. Our manufacturing facilities are spread over 15 locations in seven different countries. the Pacific and Europe. Asia.
Senior Management • Executive Director • Vice President • Associate Vice President • Chief General Manager • Deputy General Manager 2. Junior Management • Senior Superintendent • General Supervisor / Superintendent / Senior Engineer • Supervisor / Assistant Superintendent / Engineer .Hierarchial Structure of Yamaha Motor Limited 1. Middle Management • Department Chief Manager • Manager • Assistant Manager 3.
REASONS FOR NOT PURCHASING A MOTORCYCLE 60 51 50 42 40 39 39 30 % 20 15 10 0 FAMILY CANNOT BE ACCOMODATED HIGH PRICE UNSAFE UNECONOMICAL NO CARRYING SPACE .
DISTRIBUTION NETWORK .
Primary Movement . to reach out to its customers which is as follows : There are two movements involved in the above distribution system : 1. Special Cases There are some special cases in which the delivery of the motorcycles is to be hurried due to increased demand in a short span of time. Here the distribution network. Two-way distribution system. after that they are transported safely to the depots from where they are transported to the retailers and then finally to the customers.From the Depot to the Dealer Its distribution network covers 500 dealers (which consists of 250 main dealers and other sub-dealers and stockists) through 22 depots spread all over the country. which is followed. they are levied with the excise.Distribution Network Yamaha Motor Limited has a very systematic and well developed distribution network. is as follows: .From the Plant to the Depot 2. Secondary Movement . With such an extensive distribution network. It uses a very simple. Yamaha Motor Limited is sure to reach every part of the country. Working of the Distribution Network The working of the distribution network is quite easy to understand. Before the motorcycles leave the plant.
The training proved to be very beneficial for me as it helped me in inculcating various skills which are as follows: Team Working The work environment at Yamaha Motor Escorts Limited gave me an opportunity to explore my team working skills and gave me a better understanding of how to work in co-ordination with my colleagues as a team which is a pre-requisite for any successful corporate house. This exposure also helped me in improving my interpersonal and communication skills. Communication Skills There was a lot of interaction with all types of people working in the organization. Benefits from summer training at yamaha motors limited Summer training in Yamaha Motor Limited was my first step into the corporate world. my project guide and other employees. I have now understood the importance of discipline in life and strongly feel that to be successful in life. one has to be disciplined and focused. Yamaha also provides the necessary incentives to the depots and the dealers when required. These people included my colleagues.Over a span of few decades. It was a great learning experience for me and helped me to a great extent in acquiring skills that are essential for working in an organisation. This helped in improving my interpersonal skills as I learnt to put forward my ideas and . Yamaha has developed a sound and efficient distribution system by building good and healthy relations with the depot incharges and the retailers.
bar diagrams. etc. . I was required to present the data in the form of diagrams including pie charts. I submitted a formal report to Yamaha Motor Escorts Limited.suggestions using the right words and phrases. MS PowerPoint. Also for the collection of some primary data. which improved my writing skills. The organization environment. After the completion of the project. Regular going to workplace and reporting on time helped me use my time in the most efficient manner. For getting the questionnaires filled by the respondents. Time Management “Waste of time is a waste of money”. Computer Skills In the course of my training. enhanced my time sensitivity and taught me how useful it is to manage your time and finish the work assigned in time. For the collection of the primary information on motorcycle segment. I had to communicate with the dealers which improved my verbal skills. I had to surf the net. which helped me improve my knowledge about computers. sometimes I had to interact with them in the local language. which I was exposed to. I realized the importance of this phrase during my one and a half months of summer training. I got an opportunity to work on different computer programs like MS Excel. Data Analyzing Skills The data collected by me through questionnaires had to be analysed and put in a desired manner. whereby I learnt to work my way around the net. multiple bar diagrams. which greatly helped me enhance my analytical skills..
Decision-Making Skills As I was given the authority to frame the questionnaires, some important decisions regarding the framework of questionnaires had to be taken by me. This made me realize that decision-making is an integral part at every level in the corporate hierarchy and helped me to take quicker and wiser decisions. Listening Skills I also developed very good listening skills during my summer training project. I had to be very attentive while listening to the instructions given by my project guide. I also learnt the art of listening to other people’s suggestions and taking them into account. Personality Development Above all the skills that I have acquired working at Yamaha Motor Escorts Limited, the most important is the overall development in my personality. I learnt how to be patient and tolerant towards the varied moods of the respondents. Taking decisions and handling responsibilities boosted my self-confidence. The encouragement and continuous support of my superiors and colleagues made me more determined and motivated towards my work, inspite of the difficulties faced by me at every step.
Scope for Improvement I feel that there is still a lot of scope for improvement in my personality and my interpersonal skills. I should learn more on the art of interacting with people. I would like to conclude by saying that my summer training experience helped me in preparing for my future pursuits and encouraged me to believe in my abilities. The
constant encouragement by my superiors motivated me to do the best and helped me to look at every obstacle as a springboard to success.
FACTORS INFLUENCING PURCHASE
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1995 Representative Director : Mr.400 Site Area : 404.182 m2 . Railway couplers 1963 .Automatic shock absorbers 1965 . 6.Joint venture with Yamaha Motor Company. Japan Additional Information on YML Company Name : Yamaha Motor Limited Location : Faridabad (Suburb of New Delhi) Established : November. 3.Manufacture of 50cc moped 1996 .Piston rings and cylinder lines tractors 1962 .Pistons 1961 .S.Ford tractors 1960 .2 million U.Motorcycle.Electronic EPABX 1991 .Assembly of 1971 .Progression of Products of Escorts Group A chronological view of introduction of Escorts’ products 1954 .Excavator loaders 1981 .Harvester combines 1992 .Escorts tractors 1969 .Industrial and Construction equipment 1979 .VSAT satellite communication systems 1994 . dollars) Employees : Approx.Yamaha RX100 (100cc motorcycle) 1985 . Tadayoshi Suganuma (Currently Joint Managing Director of YMEL) Capital : 270 million rupees (approx.
14.Building Area : 111.9 billion rupees or 343 million U. dollars) Competitors Key Players The key players in the motorcycle segment are as follows : The motorcycle majors . 440. They are producing models which are highly appreciated by the customers and match with the market demand and requirements.Suzuki is providing only 2 .. Whereas Yamaha Motor Ltd. TVS . These players account for about 92% of the total motorcycle sales. is the only group to produce both 2 -stroke and 4 . .stroke models.000 units/year (approx.446 m2 Business : Manufacture and marketing of motorcycles Projected Sales : FY 2003 : Approx. Hero Honda and Kawasaki Bajaj industries are involved in the production of 4-stroke models only. the Hero Honda group is the market leader in motorbike industry.stroke and the 4 .stroke models.Hero Honda. In present scenario. Yamaha Motor Ltd. These four players cover both categories of motorcycles.stroke models. the 2 .S. TVS -Suzuki & Kawasaki Bajaj dominate the industry.
. The bike therefore does not carry the latter name. Obviously they felt that price alone was the sole criterion. there is some sense in this and the Crux has crossed in 2 months the sales figure of the YBX. At almost 9. without much fanfare as a first taste of Japanese strategy after Yamaha took 100% control over the joint venture with Escorts.000 rupees less than their earlier offering –the YBX.Low sales of Yamaha crux An ambitious target of doubling sales this year to three lakh motorcycles The Yamaha Crux made a very quiet and unannounced entry. even without any advertising.
REASONS FOR NOT PURCHASING A MOTORCYCLE 60 51 50 42 40 39 39 30 % 20 15 10 0 FAMILY CANNOT BE ACCOMODATED HIGH PRICE UNSAFE UNECONOMICAL NO CARRYING SPACE .
DID YOU KNOW ABOUT CRUX AT THE TIME OF BUYING YOUR BIKE 37% YES NO 63% DID YOU GO TO SEE CRUX AT ANY OF YMEL DEALER 39% YES NO 61% .
TV CO 10 12 0 7 2 4 6 8 M M ER CI AL FR IE ND O W NS IT O N RO AD VI SI BI LI TY 10 10 YM EL DE AL ER 3 AN Y O TH ER HOW DO YOU KNOW ABOUT CRUX 10 M EC HA NI C 2 NE W SP AP ER AD S 9 .
DID YOU GO FOR TEST DRIVE OF CRUX 27% YES NO 73% .
REASONS FOR NOT LIKING CRUX 2% 17% 12% BRAND IMAGE POOR MILEAGE 5% REPUTATION OF DEALER NOT GOOD 8% COLOURS LESS POWER FRIENDS DID NOT ADVISE 25% MECHANIC DID NOT ADVISE BODY STYLING 28% 3% .
DID YOU KNOW ABOUT CRUX AT THE TIME OF BUYING YOUR BIKE 37% YES NO 63% .
DID YOU GO TO SEE CRUX AT ANY OF YMEL DEALER 39% YES NO 61% .
% 10 15 20 25 0 5 FR IE ND O W NS IT 22 NE W SP AP ER O N RO AD VI SI BI LI TY AD S 20 18 TV CO M M ER CI AL AN Y O TH ER 13 9 M EC HA NI C FROM WHERE DID YOU COME TO KNOW ABOUT CRUX 8 YM EL DE AL ER 4 .
FUNCTIONS OF THE DEPARTMENTS .
project planning . Manufacturing Engineering Manufacturing engineering comprises of process engineering. material. quality control and inspection. tool maintenance. The parties which got the benefits include : . manufacturing. industrial engineering.M capital budgeting. administration & finance.Functions Of The Various Departments In Yamaha Motor Limited To understand the working of the complete plant. one has to know the working of each department. personnel. tool room. planning and control.P. plant engineering/maintenance. Usefulness Of The Project The project carried out by me proved to be very beneficial. Functions have been divided into five important departments: • • • • • Manufacturing Operations Marketing Product Engineering Finance Project Manufacturing Operations The group comprises of manufacturing engineering. CNC machines and tooling S.
their profit will also increase. which Yamaha Crux is facing were also identified in the SWOT Analysis. some important opportunities were identified. which will directly benefit the shareholders. • With more promotional activities as suggested by me. • The weaknesses and the threats. Distributors • They will now get more incentives than before. thereby increasing the profits of the company. This would help YML as it could make use of these opportunities. • In the SWOT Analysis. the customers will be able to identify the product. Customers • Through the market survey. more and more people will buy it. So this would invariably help the customers because they will get a product. we were able to identify the reasons why people did not like Crux. which suits their taste. .Yamaha Motor limited • We were able to identify the lack of awareness about Yamaha Crux. • If the profit of the company increases. This would help YML in taking some preventive measures. This would certainly help Yamaha in framing its future promotional policies. Stakeholders • With the increase in the awareness level of Yamaha Crux.
but there were some limitations. which may have given some wrong picture. • The sample size of the research was very small.Limitations Although the research work carried out was successful. The sample area was concentrated to New Delhi only and other cities could not be covered due to lack of time. which are as follows: • • • Duration for the training was short. Respondents might not have given the correct information. .
we concluded that: 34% of the scooter owners plan to buy a motorcycle in the future. Out of these 34% customers: 33% customers want to buy within 1 year 33% customers want to buy after 1 year 19% customers want to buy within 6 months 10% customers want to buy within 3 months 5% customers want to buy within 1 month 66% of the scooter owners do not plan to buy a motorcycle in future. our main objective was to find out the number of customers who want to shift from scooters to motorcycles. From these 66% customers.Conclusion (Switch Over Trends) In the scooter market. Analyzing the market survey. we enquired about the awareness of Yamaha Crux and the results were as follows: 65% customers do not know about Yamaha Crux 35% customers know about Yamaha Crux .
This would have saved a lot of extra cost incurred. • YMI must try to build good relations between employees in the organization. . important sources of supply go out of business. as the people working in the organization are a mixture of Japanese and Indians. So maximum co-ordination between the Indians and the Japanese employees should be forced so as to improve the overall efficiency of the employees. When competitors introduce new products or services. or similar environmental changes take place. YMI should respond quickly and should make plans to implement changes so as to bring about an effective and a planned change process. which the company can take to bring about effective change. So. but there were still some weaknesses. which the company could have implemented for a successful change process and I will also give some recommendations on future measures.Recommendations However the company implemented the change process effectively. government agencies enact new laws. • YMI must respond to changes in its environment quickly. I would recommend some ideas. This type of a change process will ensure less resistance from the employees. they could have got the old machinery upgraded. which are totally different cultures. Instead of installing the new machinery. These are as follows: • YMI went for the installation of new machinery to cope up with the technological changes.
• To improve the working environment within the organization. I recommend there should high level publicity so that it create awareness in the market. . This would fill up the cultural gaps between employees in the organization and they would respect each other’s cultures. • They should do advertising of the Yamaha crux. which in turn is good for a bright future of the company. YMI should organize cultural programmers so as to get the Japanese and the Indian culture together. As awareness will create demand automatically. as when this bike was introduced there was no publicity at all so.
25000 10000 . HOW MANY MEMBERS ARE THERE IN YOUR FAMILY : TWO FIVE THREE FIVE FOUR & ABOVE .QUESTIONNAIRE (Scooter Owners) NAME : __________________ PHONE : _________________ AGE : ____________________ ADDRESS : _______________ OCCUPATION : BUSINESS STUDENT SERVICE OTHERS SELF EMPLOYED MONTHLY INCOME (in Rs) : 5000 .10000 20000 .20000 25000 & ABOVE MARITAL STATUS : SINGLE MARRIED IF MARRIED.15000 15000 .
Q1) WHICH SCOOTER DO YOU OWN MODEL: ________________ YEAR: __________________ Q2) WHCH VEHICLE DID YOU OWN PREVIOUSLY _________________________ Q3) WHY DID YOU PURCHASE THIS SCOOTER (MARK ONE OR MORE CHOICES) BETTER FUEL EFFICIENCY BETTER STYLING REASONABLE PRICE MORE POWER LOW MAINTENANCE SAFETY Q4) WHAT INFLUENCED YOU TO BUY THIS SCOOTER (MARK ONE OR MORE CHOICES) SPOUSE PERCEPTION PARENTS FINANCE SCHEMES FRIENDS ADVERTISEMENT MECHANIC CHILDREN SELF Q5) HOW WOULD YOU EVALUATE YOUR PRESENT SCCOTER GOOD MILEAGE STYLING POWER AVERAGE POOR COMMENTS ____________ ____________ ____________ .
WHY DO YOU WANT TO BUY A MOTORCYCLE (MARK ONE OR MORE CHOICES) MORE POWER STYLING MORE COMFORTABLE REASONS Q10) WHICH KIND OF MOTORCYCLE DO YOU WANT TO PURCHASE TWO STROKE FOUR STROKE 100CC 150CC 125CC 150CC & ABOVE MORE SAFE OTHER ECONOMY/MILEAGE BETTER . ATTEMPT Q8) & STOP Q8) IF NO. GO TO Q9) & PROCEED FURTHER OTHERWISE. WHAT ARE THE REASONS (MARK ONE OR MORE CHOICES) UNECONOMICAL ACCOMODATED UNSAFE NO CARRYING SPACE HIGH PRICE FAMILY CANNOT BE Q9) IF YES.MAINTENANCE ____________ STABILITY STARTING ____________ ____________ Q6) FOR WHAT PURPOSE DO YOU GENERALLY USE YOUR SCOOTER FOR GOING TO WORK FOR FAMILY PURPOSE FOR GOING TO COLLEGE FUN RIDING Q7) DO YOU PLAN TO BUY A MOTORCYCLE YES NO IF YES.
Q11) WHEN ARE YOU PLANNING TO BUY A MOTORCYCLE WITHIN 1 MONTH WITHIN 6 MONTHS AFTER 1 YEAR Q12) WHICH OF THE AVAILABLE MOTORCYCLES DO YOU WANT TO PURCHASE (MARK ONE OR MORE CHOICES) SPLENDOR PASSION CBZ SAMURAI __________ Q13) WHY DO YOU WANT TO GO FOR THIS PARTICULAR MODEL (MARK ONE OR MORE CHOICES) FUEL EFFICIENCY STYLING MORE POWER REASONABLY PRICED TWO STROKE BRAND IMAGE BETTER FINANCIAL SCHEMES FOUR STROKE ANY OTHER DURABILITY LOW MAINTENANCE BETTER CALIBER YBX 125 FIERO CD 100/SS YAMAHA RX135 BOXER LML ANY OTHER WITHIN 3 MONTHS WITHIN 1 YEAR Q14) WHICH NEWSPAPER DO YOU READ _________________________ Q15) AT WHAT TIME DO YOU GENERALLY WATCH TELEVISION .
_________________________ Q17) DO YOU KNOW ABOUT YAMAHA CRUX YES NO Q18) FROM WHERE DID YOU COME TO KNOW ABOUT YAMAHA CRUX (MARK ONE OR MORE CHOICES) TELEVISION MECHANIC NEWSPAPER DEALER FRIENDS MAGAZINE ON ROAD VISIBILITY ANY OTHER _______________ Q19) DO YOU KNOW THAT YAMAHA CRUX IS REASONABLY PRICED AND GIVES A GOOD MILEAGE YES SPLENDOR PRICE __________ MILEAGE _______ CD 100/SS PRICE __________ MILEAGE _______ CRUX PRICE __________ MILEAGE _______ NO CALIBER PRICE __________ MILEAGE _______ Q20) YOUR IDEA ABOUT THE FOLLOWING .8 PM TIME 8 PM ._________________________ 2.10 PM 10 PM ._________________________ 3.12 PM ANY OTHER Q16) WHICH CHANNELS AND PROGRAMMES DO YOU GENERALLY WATCH 1.6 PM .
HOW MANY MEMBERS ARE THERE IN YOUR FAMILY : TWO THREE FOUR .15000 25000 & Above 15000 .10000 20000 .QUESTIONNAIRE (Splendor / Caliber / CD 100/SS Customers) NAME : __________________ PHONE : _________________ AGE : ____________________ ADDRESS : _______________ OCCUPATION : BUSINESS STUDENT SERVICE OTHERS SELF EMPLOYED MONTHLY INCOME (in Rs) : 5000 .20000 IF MARRIED.25000 MARITAL STATUS : SINGLE MARRIED 10000 .
WHICH OF THE FEATURES WERE THE MAIN CRITERIA (RANK FIRST 3 PRIORITIES) PRICE FUEL ECONOMY DURABILITY PICKUP RESALE VALUE BRAND IMAGE LOOKS/STYLING LOW MAINTENANCE COST POWER PRINT/NEWSPAPER ADS MECHANIC AUTO MAGAZINE VIEWS .FIVE FIVE & Above VEHICLE OWNERSHIP DETAILS : PREVIOUS VEHICLE MODEL : _______________ YEAR : _________________ USAGE : _____ Km/Day (AVERAGE) PILLION RIDING (%) : OFTEN SOMETIMES CURRENT VEHICLE MODEL : _______________ YEAR : _________________ Q1) WHICH FACTORS INFLUENCED YOU TO BUY THIS MOTORCYCLE (RANK FIRST 3 PRIORITIES) TV ADS DEALER FAMILY/FRIENDS ON ROAD VISIBILITY Q2) WHILE SELECTING.
_______________________ Q7) BEFORE PURCHASING YOUR BIKE.Q3) IMPRESSION ABOUT YOUR MOTORCYCLE GOOD LOOKS POWER PICKUP MAINTENANCE COST (MARK GOOD IF LESS MAINTENANCE COST) RIDING COMFORT STABILITY OTHER _____________ ___________ ___________ ___________ AVERAGE POOR COMMENTS ___________ ___________ ___________ ___________ Q4) WHAT IS THE FUEL EFFICIENCY (EXPECTED. COMPARISON WITH WHICH OTHER MODEL DID YOU MAKE AND WHY . IF NOT CALCULATED) OF YOUR MOTORCYCLE a) CALCULATED __________ b) EXPECTED __________ [ONLY ONE OF THE ABOVE IS TO BE FILLED] Q5) WHICH NEWSPAPER DO YOU GENERALLY READ __________________________ Q6) WHICH TV CHANNELS DO YOU GENERALLY WATCH 1. _______________________ 2. _______________________ 3.
Q9) HOW DO YOU KNOW (MARK ONE OR MORE CHOICES) NEWSPAPER ADS YAMAHA DEALER VISIBILITY ANY OTHER __________ Q10) DID YOU GO TO SEE CRUX AT ANY OF YAMAHA’S DEALER OUTLET YES NO TV COMMERCIAL MECHANIC FRIENS OWNS IT ON ROAD NO (IF NO.MODEL : __________ __________ __________ REASONS : _______________ _______________ _______________ Q8) DID YOU KNOW ABOUT YAMAHA CRUX AT THE TIME OF BUYING YOUR MOTORCYCLE YES IF YES. PLEASE DO NOT ATTEMPT FURTHER) Q11) DID YOU HAPPEN TO TESTDRIVE CRUX ANY TIME YES NO Q12) REASONS FOR NOT LIKING CRUX (MARK ONE OR MORE CHOICES) HIGH PRICE POOR MILEAGE HIGH MAINTENANCE COST BRAND IMAGE NOT GOOD FRIENDS DID NOT ADVISE MECHANIC DID NOT ADVISE .
Showroom) AND MILEAGE OF THE FOLLOWING MODELS SPLENDOR PRICE __________ MILEAGE _______ CD 100/SS PRICE __________ MILEAGE _______ CRUX PRICE __________ MILEAGE _______ CALIBER PRICE __________ MILEAGE _______ .REPUTATION OF DEALER NOT GOOD POOR BODY STYLING COLOURS/GRAPHICS NOT GOOD LESS POWER Q13) DO YOU KNOW THAT YAMAHA CRUX IS REASONABLY PRICED AND GIVES A GOOD MILEAGE YES NO Q14) WHAT IS YOUR PERCEPTION OF THE PRICE (Ex .
BIBLIOGRAPHY www.com www.com Books: Research & Methodology : C. Kothari .yamahamotor. R.google.com www.wikipedia.