MSL-823 STRATEGIC CHANGE & FLEXIBILITY

COURSE COORDINATOR- PROF. SUSHIL

Synopsis: HOW YAMAHA EVOLVED FROM MUSIC TO AUTOMOBILE

INDUSTRY ?

Prepared by Group-1
Arpit Kumar Rai: 2017SMN6537
Ashish Pandey: 2017SMN6535
Shivam Bawa: 2017SMN6541
Sangh Shekhar:2017SMN6533
TITLE: HOW YAMAHA EVOLVED FROM MUSIC TO AUTOMOBILE INDUSTRY?

INTRODUCTION:
Yamaha Motor Corporation is a Japanese manufacturer of motorcycles, marine products such as
boats and outboard motors, and other motorized products. he company was established in 1955 upon
separation from Yamaha Corporation is headquartered in Iwata, Shizuoka, Japan. The company
conducts development, production and marketing operations through 109 consolidated subsidiaries as
of 2012.
Though all of us know primarily that Yamaha means motorbike but many less of us know that its
logo is a musical instrument. If we look closely on the logo it is arrangement of 3 tongs arranged
symmetrically which symbolizes that it has an attachment to music industry.
In 1950`s the company was doing pretty good in musical industry with good amount of income.
Company’s head Genichi Kawakami was of opinion that we should diversify the company’s portfolio
but taking care that we don`t loose on the music industry part we have. From thereon it started a
strategic planning on how to diversify yet hold on to what Yamaha had. The Goal was to grow in
new area while mastering in the area where the company was generating revenue.

OBJECTIVES:

➢ Interest: Focusing on the Interest / Need for growth in the new area and capturing
the new market. Strategy involved to make this work.
➢ Profit expected by Yamaha: How they are going to master in new area, and will they
be able to generate sustainable profits?
➢ What at stack: considering the situation of 1950`s of Yamaha`s musical industry
business, will they be losing if the new venture does not work?
➢ Future expectations with this new business area: Expectation of market. Expectation
of shareholders and finally expectation of Yamaha.
HYPOTHESIS:
After exploring all existing strategies involved in this diversification what are the
expectations of business giant Yamaha. Strategies they are working on to gain profit over
other companies from decision to venture into automobile world.

PLAN & METHODS:

➢ We are going to study sales of different segment involved in joint venture.

➢ Segment of market which Yamaha is going to hit and make profit from.
➢ This is a qualitative study in which we are going to compare different parameters on
which need, and success of this joint venture is explained.

REFERENCE:
• https://economictimes.indiatimes.com/two-wheelers/yamaha-india-achieves-10-million-
production-milestone/articleshow/69323436.cms?from=mdr
• https://www.yamaha-motor-india.com/news-yamaha-motor-achieves-ten-million-
production-milestone.html
• https://en.wikipedia.org/wiki/DKW_RT_125