EXECUTIVE SUMMARY

Yamaha Motor Vietnam was as a joint-venture among Yamaha Motor (Japan) (46%), Vietnam
Forest Corporation (VinaFor) (Vietnam) (30%) and Hong Leong Group (Malaysia) (24%),
whose main products are motorcycles and accessories. In the January 24th, 2018, they
celebrated their 20 years of presence and operation in Vietnam, which is a milestone of
marking the company development; Moreover, this is also the testament for their long-term
and stable investment in Vietnam. Throughout 20 years, Yamaha Vietnam has been
continuously improving and has become one of the pioneering motorbikes companies in
Vietnam. The company has produced diverse products which satisfy Vietnamese customers’
specific demands and one of the most successful ones recently are Yamaha Janus, the scooters
with elegant design and reasonable cost especially suited for young adults. This paper, with
an aim to give an insight into Janus’s success, will analyze carefully what makes this scooter
become a popular name among customers lately through its marketing situation, SWOT,
objectives and the company strategies. After collecting all necessary information, we specify
the company’s marketing plan, we also provide some recommendations in each part to help
enhance Yamaha Janus’s position in Vietnamese motorcycle market.
Table of content

I. Introduction ...................................................................................................... 1
II. External Analysis .............................................................................................. 3
1. Macroenvironment ...................................................................................... 3
1.1. Demographic ........................................................................................ 3
1.2. Infrastructure ........................................................................................ 3
1.3. Economics ............................................................................................ 4
1.4. Cultural ................................................................................................ 4
2. Microenvironment ....................................................................................... 5
2.1. The competitors .................................................................................... 5
2.2. The customers ...................................................................................... 5
2.3. The intermediaries ................................................................................ 6
III. SWOT analysis ................................................................................................. 7
1. Strength....................................................................................................... 8
2. Weakness .................................................................................................... 9
3. Opportunities .............................................................................................. 9
4. Threat.......................................................................................................... 10
IV. Objectives ......................................................................................................... 12
V. Strategy and recommendation ........................................................................... 13
1. Product........................................................................................................ 12
2. Promotion ................................................................................................... 14
2.1. Big idea ................................................................................................ 14
2.2. Content video ....................................................................................... 14
2.3. Digital media ........................................................................................ 15
2.4. Event .................................................................................................... 15
2.5. Recommendation .................................................................................. 16
3. Price............................................................................................................ 17
4. Place ........................................................................................................... 18
VI. Conclusion ........................................................................................................ 19

REFERENCE ............................................................................................................... 20
 PART I: INTRODUCTIONS
Yamaha Motor Company Limited is a Japanese manufacturer of motorcycles, marine
products such as boats and outboard motors, and other motorized products.

They made their initial foray into Vietnam in 1998 and has grown to be one of the
leading manufacturers of motorbikes in the area. During the period of more than 20 years,
Yamaha has been proved to be the “Exclusive & trusted brand” of the customers by creating
the motto “kando” (touching their heart) which spreads the company’s mission of
delivering the exceptional value and experience that enriches the lives of everyone
choosing Yamaha.

Yamaha has proved its

leading position in motorbikes
market by reaching the total
investment of about $165 million
USD in 2018, which is also the
obvious proof of its commitment
to invest seriously in Vietnam
industry. With strong and constant
developing in production and
business, Yamaha Motor has
owned 100.000 meters squared of
manufactory with about 7
thousand of employees and a
huge number of Yamaha Dealer
across 63 provinces of Vietnam.
In term of media, Yamaha Motor
has its own global website
(https://global.yamaha-
motor.com/# ) which gives
information about their
worldwide motor products;
Moreover, Yamaha also designs a
site for Vietnam market: https://yamaha-motor.com.vn/ linking to its social media pages
which provide the latest news, events, services and the information about its products with
the official dealers for the Vietnamese customers.

The period of 2017-2018 witnessed the significant growth in both the sale and the
media reputation of Yamaha Motor with the first launch of Janus- a brand new scooters
tending to concentrate on activeness and elegance, especially for young people. According
to vietnamnews.vn, in 2017, members of the Vietnam Association of Motorcycle
Manufacturers (VAMM) sold more than 3.2 million motorcycles, marking a year-on-year

1
increase of 4.8 percent, which demonstrates that motorbike is the attractive industry in
Vietnam recently. Moreover, young people with low-medium income tend to pay more
attention to the motors and scooters which are not only affordable but also stylish and
convenient. Therefore, there are more and more motor companies choosing Vietnam as
the potential market to develop their brand reputation such as Honda, Piaggio, Suzuki,
SYM. Catching up with the trend of fashion scooters for middle-income segment, Yamaha
launched Janus pointing to the target customers who are the young adults such as office
staff, freshman or university students. In this segment, the customers normally look for
those transports which satisfy their esteem and self-actualization needs; Moreover, most
of the target customers are university students who cannot afford to buy scooters
themselves, so their decisions are commonly depended on their parents concerning about
the security and cost of the vehicles. Targeting this group of customers, Janus owns the
convenient, safe and elegant design with a reasonable price suited to those students and
the low-middle income adults especially women. With the successful campaign “Vi vu
cung Yamaha”, Janus proved that this product is differentiated with other brands because
of its fashionable design, reasonable price and advanced technology. In addition, this also
asserted Yamaha’s position in the motorcycle market as one of the biggest motor
manufacturers in Vietnam currently.

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 PA RT I I: E X TE RN A L E N VI RON M E N T

1. Macroenvironment
1.1. Demographic
In 2007, Vietnam started to enter the period which is called "golden population
structure", and this period is expected that it will last for about 30-40 years. In 2018, with the
number of population is 95,356,744, the highest proportion belongs to the group of young
people ranging from 20 to 29. As we can see from this chart, the population of Vietnam is
young. Hence, with regards to deciding to buy transports especially motorbike, they like to
choose the brand with a modern and stylish design, gasoline saving and long-lasting brand.
From this case, Janus is an ideal decision that fulfilling practically all the target conditions.
Moreover, concerning women figures, we can see that the largest proportion of age is
concentrated in 20 to 29 years old, which is viewed as a competitive advantage for Janus
because Janus is a motor scooter targeting at female customers. In a nutshell, Janus should
evaluate and advertise more to attract customers’ interest.

1.2. Infrastructure
The infrastructure of our country has not been able to keep pace with the development
of the economy. Typically, the two big cities of Vietnam, Hanoi and Ho Chi Minh City,
constructing infrastructure to meet the traffic needs of the vehicles is still faulty, which create
a series of overlapping, damaged construction projects and some construction that have been

3
completed but again is broken down because of irrationalities. This poor infrastructure has
created congestion of the traffic and environmental pollution, which make people feel
uncomfortable when being stuck in traffic jams. People usually want their own motorbikes
because motorbike users can make their way through the crowd easily and go to their
destination much faster than other vehicles. In this case, the marketer of Janus should promote
their brand more because Janus is very light compared to other brands of motorbikes so it is
very convenient to drive. However, this is also a disadvantage for motorbikes to be promoted.
In Vietnam, the cause of traffic jams is that each person usually owns a personal motorbike so
they usually drive their own vehicles to go out. The government also encourage citizens to use
public vehicle and cars to reduce the number of vehicle on the street.
1.3. Economics
Moreover, economics is also one of the factors that affect the sales of Janus. The
global economy significantly affected the domestic economy, which influences all the sectors
including manufacturing motorcycle. According to Lao Dong newspaper, GDP in 2018 was
7.08% the highest increase since 2008. Specifically, GDP per person is approximately 2,587
USD, which increases 198 USD compared to 2017. Hence, Vietnam people become richer and
they spend more money to buy things. With the price ranging from 27 million VND to 33
million VND, citizens can easily have one type of Janus. From this situation, the marketers and
manager should make some strategies in order to increase the sales of Janus
1.4. Cultural
Owing to the cramped road condition, economic situation, and the average price of
a car, motorbike become a reasonable solution for most citizens in Vietnam. According to
Hanoitimes, with the excess of 46 million of motorbikes in the country that have the population
of 95 million, it works out that 484 out of each 1,000 Vietnamese individuals have a motorbike,
positioning Vietnam the second highest motorbike proprietorship per capita rate in the world
behind Taiwan. As a result, motorbikes are regarded as cultural transportation.

4
2. Microenvironment
2.1. The competitors
Vietnam is the fourth largest motorcycle market in the world with more than 2.3
million vehicles, while Yamaha and Honda account for 95% of total motorcycle production
(According to Vietnam Association of Motorcycle Manufacturers), Piaggio, SYM, Kymco,
Suzuki only make up a small proportion of the market (Bao Thanh Nien, 2017). Although there
is still a considerable market share from Honda, the growth of Yamaha in 2017 makes the
competitors wary. Yamaha brings out the new model of motorbikes that compete directly with
their rival Honda today, the model of Janus is a formidable counterweight for Honda's Vision
in terms of current sales. This Janus is positioned to compete directly with Honda Vision in
many ways, Janus has a lot of similarities from design, utility, even more outstanding in some
modern features that rivals not yet available. Janus has a youthful style, powerful engine and
especially the selling price of Janus Premium in Vietnam is only about VND 31.5 million,
cheaper than Honda Vision (which is about 36-37 million VND). As a result, Yamaha Janus is
one of the most popular scooter models in Vietnam market.

2.2. The customers

Yamaha always cares about their target customers and create a strong relationship
with them. With efforts to take care of customers with after-sales service, Yamaha always puts
the safety and benefits of customers first. Many positive feedbacks from customers show that
Yamaha is receiving the love and trust of main customers from thoughtful after-sales services,
for the safety and interests of customers (Bao Phap luat Viet Nam, 2014). The target customer
that Yamaha Janus want to focus on is students, young people, and office staff especially
women. Students who still depend on their parents and young people who have low salaries,
they need vehicles with a low price that they are able to pay so that they can drive to work,
school or go out with their friends. Moreover, they are young so they also require their

5
motorbikes need to be modern, fashionable, and convenient as well as saving gas. Therefore,
Yamaha Janus is a suitable choice for these customers because it satisfies all the requirements
of young people.
2.3. The intermediaries
Yamaha wants to distribute its products for a long time so often choose
intermediaries in that locality. Their customers are in the area and these intermediaries must
also provide customers with warranty, after-sales and customer care services. The relationship
of trade intermediaries with the company is constrained by relatively tight franchise contracts.
Therefore, the flexibility of the distribution channel is not high.

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 PART III: SWOT ANALYSIS

• Famous brand
• Targeted customers • Utilities
• Affordable price • Qualities
• The convenience of
technical feature

1. Strength 2. Weakness

3.
4. Threat
Opportunities

• Competition • Protential market

• Gasoline price • Customers' tatse
• Climate • Narrow roads and
traffic jams in
Vietnam

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1. Strength
• Famous brand:
Yamaha Janus is
produced by one of
the largest motorbike
manufactures in the
world. Having been
available in Vietnam since 1998, Yamaha Vietnam has always been at the forefront of
researching and manufacturing sporty, attractive models, strong engine and stable
designs. By the end of 2017, Yamaha sold over 177,000 scooters, which increased by
15% compared with 2016 and accounted for 11,3% national scooter segment (Quoc
Hieu, 2018). Furthermore, it is undeniable that the sales of Yamaha in 2017 rose
significantly thanks to the appearance of Yamaha Janus with the figure being 74,230
products( Yamaha Janus gop phan lam tang doanh so xe ga Vietnam, 2018)

• Targeted customers: As one of the modern scooters for women, Yamaha Janus with a
youthful and beautiful design is very popular with women, especially young people,
students and office staff. The weight of a Yamaha Janus is just 97 kg which is the
lightest scooters from Yamaha Nozza and suitable for women. This product is unique,
attractive, elegant with different colors to promote the design slogan “dynamic-
sophisticated”.

8
 • Affordable price: Yamaha Janus is a cheap scooter with an average price ranging from
27 million VND and 33 million VND which can satisfy a lot of Vietnamese people.
Therefore, demand for Yamaha Janus has grown dramatically.

• Convenience of technical feature: Yamaha Janus is equipped with optimal fuel-

efficient Blue core engine, 125 cc capacity, electronic fuel injection technology. In
addition, Yamaha Janus can fit a helmet along with personal belongs which can meet
women’s demand. Front shock absorber and spring damping, rear oil shock absorber
works fairly well and users can feel smooth and comfortable when passing on the rough
roads.

2. Weakness
• Utilities: the fuel tank is placed under the saddle, which is inconvenient for users each
time they refuel. The ground clearance is only 135mm, which can be a disadvantage if
users frequently move on rough roads, climb sidewalks or flooded roads.
• Quality: When stopping for the red light, the body is quite shaky, especialy, when
moving at a slow speed, the vibration of the car is also much larger. Released after
Honda Vision is another weakness of Yamaha Janus because it still can not affirm its
quality in consumers conceptions.
3. Opportunities

9
 • Potential market: with a population of 96 million, the rate of young people is dominant
at more than 50%, as a result, motorbikes are the main means of transportation. It is
estimated that until 2030, 70% of Vietnamese people will use motorbike as an important
vehicle (Nhung Anh, 2018). It is obvious that Vietnam becomes a potential market and
create opportunities for Yamaha to sell its product.

• Customer taste: Young Vietnamese people, especially women not only pay attention to
convenience but they also care about product’s dynamic style and attractive design
Consumer psychology of the Vietnamese is the use of products made in Japan because
of high quality. Yamaha Janus totally meets the above condition so it has a huge
opportunity in Vietnam market.

• Narrow roads and traffic jams in Vietnam:

Moreover, Yamaha Janus is the preferred
scooter for urban areas in Vietnam. Due to
narrow land and crowed people, traffic
congestion happens on a daily basis in the
two largest cities Hanoi and Ho Chi Minh
city. During rush hours, users want to possess a scooter with a light shift and even shut
down automatically when it stops too long. Not only is Yamaha Janus light and loaded
but it obtains high speed after starting as well.
4. Threat
• Competition: Nowadays, customer has many options with a wide range of famous
brands like Honda. Piaggio and both SYM and Suzuki. With the same price, Honda
Vision is a big competitive product with a lot of outstanding features especially fuel –
saving. The design is modern, energetic, fashionable and also targets at youngest and
women.
• Gasoline price: the increase in petrol price has led to a dramatic decline in the number
of motorbike user. Instead, they can choose electronic motorbikes which protect the
environment and save a sum of money. This is a barrier to sales of Yamaha Janus.

10
 • Climate: In Vietnam, Flood occurs regularly in July and August every year, therefore,
with a low ground clearance, Yamaha Janus may not be the priority for users who
continually travel for a long way. It is difficult for users to move in unfavorable weather
condition, especially in heavy rain.

From SWOT analysis, it is undeniable that Vietnam market opens a bright door to Yamaha
Janus. Regarding to strengths, Yamaha Janus has sporty, elegant and impressive design which
satisfy young customer with a medium income level. Furthermore, the price is quite reasonable
to attract a large number of customers. The brand also tries to overcome some small weakness
in utilities by building up strengths in design which make Yamaha Janus unique and
convenient. Additionally, taking advantage of its strengths, Yamaha also finds good
opportunities to bring Janus motorbike close to customers and pursue a sustainable
development in Vietnam market. Nevertheless, competitive products from Honda, Piaggio or
Suzuki are unavoidable in the developing countries with a huge demand for motorbikes like
Vietnam. As a result, Yamaha has constantly changed its marketing strategies to assert its
position in the market.

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 PART IV: OBJECTIVE

SWOT analysis indicated that it is time for Janus to improve their strengths, develop
opportunities and limit all of threats and weaknesses.

According to the main issues mentioned before, Yamaha set some goals needed to
improve Janus in Vietnam market. The first target of creating Janus is that Yamaha wants to
introduce Janus with size and style suitable for Vietnamese people as well as the more
affordable price for the consumers who are university students and office staff. This is an
important factor because previously, to own a fashion scooter of Yamaha, buyers often have to
spend money not less than 50 million as the high cost during the manufacturing process.
However, with Janus, Yamaha provides the customers with the scooters which not only satisfy
the stylish visual and reasonable price but also ensure the quality. Then Janus has been able to
overcome the limitations of the other expensive scooters of Yamaha.

Another
important target of
Janus is promoting its
advertisement to
obtain more
consumers and
increase sales.
According to
AutoBikes.vn, in
March 2017, Yamaha
Janus sold nearly
6,000 vehicles, up 31.4% over the first month releasing, and this is also the month with the
nearest to the goal of 8,300 vehicles per month since the beginning of 2016. Only in the first 3
months of 2017, sales of the Janus reached 18,000 ones (equivalent to nearly 6,000 ones per
month), equated with the sale of 5 months in 2016. This led to an increase of 80% in the sale
of Janus compared with the same period in 2016. It also continuously contributed to the top 10
best-selling motorcycles in Vietnam market. And Janus still tries to increase Janus sales in
2018 and the future.

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 PART V: STRATEGY AND RECOMMENDATION

1. Product

The core value of this product obviously is a means of transportation, that is helping
people commute without wasting time and physical effort. A marketing campaign is never
developed on the basis of core benefit since it does not offer competitive edges. What matters
to the marketing mix lies in the actual and augmented level of products. In the case of Yamaha
Janus, the actual product benefit involves design and engine operation. Janus scooter is
physically suitable for women as small and light volume weighs only 99 kg, sitting posture is
also quite comfortable, and very feminine. On the mask, appears a strip of LED running during
the day, and light up even when the engine is disconnected. Another bright spot is that the
watch face combines both analog and LCD and noctilucent needles glowing in the dark. In
terms of engine operation, the front shock absorber and spring shock absorber gives the user a
smooth feeling when passing through the roads that are bumpy. Equipped with Blue Core
engine, 4 strokes, SOHC, capacity of 125 cubic centimeters, electronic fuel injection
technology combined with CVT transmission system, the car can reach the maximum capacity
of 9.5 horsepower at the engine cycle 8,000 rpm, maximum torque of 9.6 Nm at 5,500 rpm
(Danhgiaxe.net, 2019). Last but not least, the augmented product benefits comprise a 3-year or
30,000-km warranty with 0% financing. Customers can have their Yamaha Janus scooter
serviced free at any official stores nationwide on the mentioned above.

When buying a motorbike, the general psychology of girls is to choose a bike that is
simple in color and suitable for the tone of clothes that they would like to wear, so our
suggestions for the product is that Yamaha should produce Janus with the basic colors such as
white, black, red, and blue. The harmonious combination of colors also makes the motorbike
become more fashionable, creating highlight points for users. Moreover, to make people in
love with Yamaha, they should not stop at selling motorbike but also have to expend customers
and community support services such as organizing safe driving courses, or making touching
film about how parents will be when their children died in an accident, then sending a message
“ Come back home safely with Yamaha”

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 2. Promotion

2.1. Big idea

Starting from the core value of Yamaha brand, which is the fashion and customer
personality that Yamaha aims for, Yamaha has sketched a campaign focusing on customer
lifestyle rather than product features. To begin with, Yamaha considers touching the girls'
golden time: The first time of property ownership. The first motorbike, the first phone, the first
bank card are memorable moments when the girls "step into adulthood", which is the
affirmation of their grown-selves. Therefore, the campaign "Vi vu with Janus" was born with
enough reason-to-believe to make Janus become a trusted and understanding companion
helping freshmen enter a new phase of life.

2.2. Content video

Launched on September 6, 2017, the music video is a combination of "catchy" music and
eye-catching images. Therefore, it is not difficult to predict that it will become an MV that
attracts viewers (Brandsvietnam.com, 2017). Regarding the content, the song was composed
by the popular musician and singer of the youth: Only C. Using his experience and acumen,
Only C created a musical piece originally for Janus.

14
 2.3. Digital media

Taking place within 1 month (from the beginning of October to the end of November),
the cover song contest "Vi vu with Janus" has caught the trend of never cooling down by young
people (Brandsvietnam.com, 2017). The audience subscribes to the cover of the song or dance
of Isaac and Chi Pu in their own style to win attractive prizes such as tours, Janus motorbikes,
J2 Prime phones,…

2.4. Event

Along with the contest is a series of music events taking place at universities in Nha
Trang provinces (September 22), Hue (October 6), Da Lat (06.07 / 10) and Bac Lieu (October
13) (Brandsvietnam.com, 2017). Like other brands, Yamaha Janus chose the form of Event
music because of its youthful fit with the target brand. In addition, to satisfy the demand for
"selfie" of young people in general and the girls in particular, Yamaha has favorably designed
lively and funny both the stage area and the shooting areas for free checking-in.

Customer promotion: Yamaha has quickly combined with Samsung to launch the
promotion program "Janus Communion - Rinh Samsung Galaxy J2 Prime" which takes place
from August 21 to October 31, 2017. On the condition of buying a Janus car at Yamaha Town
dealers nationwide, customers will receive 01 genuine Samsung Galaxy J2 Prime phone. This
is really an attractive program that turns every student's desire into reality.

15
 2.5. Recommendation

Obviously, Yamaha Janus is not really breakthrough in promoting its products, so we

have several recommendations to help Yamaha Janus improve its promotion:
Firstly, since social media become more and more popular among the youth, so it is a
potential marketing channel for Yamaha to raise people awareness about Janus. Base on the
psychology and habit of using social networks of young people, we came up with a marketing
project as the table below:

Marketing
Stage Timeline Activities Content
Channel

KOLs make videos in about 10 minutes

Introduce Youtube,
focusing on fashionable appearance, modern
Yamaha Janus Facebook,
blue core engine, the lightweight and
January – to public Instagram
1 reasonable price of Janus.
March
YouTube, Publish a TVC "6 seconds to move your
Short
Facebook, scooter out of parking lot" with Chi Pu in the
Advertising
Instagram form of comparative advertising.

YouTube,
Validation of
Facebook, KOLs review the engine after 3-month use
durability
Instagram

- Name: “Posing with Janus”

- Rules: Post a picture with Janus with the

hashtag #yamahajanus, #selfiewithJanus

2 April – June - Prize:

Selfie contest Facebook 1st price: 1 Yamaha Janus and 1 Huawei Nova
i3.

2nd price: 2 protectors with Janus logo, 1 bag

with Yamaha logo, VND20.000.000.

3rd price: 1 protector with Janus logo, 1 bag

with Yamaha logo, VND10.000.000.

16
 Students provide personal contacts to get a free
ticket, ticket codes will be sent through email
Music concert Facebook and phone message, winner of the “Selfie
contest” will be awarded at the end of the
concert.

KOLs up story on their personal social media

Facebook,
accounts to share their feeling about Janus after
Instagram
July – Revalidation of 6 months.
3
December durability YouTube, Provide each KOLs different discount codes
Facebook, for their fan applied when they buy Janus in the
Instagram year

Secondly, in the period of Industry 4.0, applying technology to Guarantee and Customer
Services is one of the most intelligent choices. Therefore, we suggest Yamaha releasing a
smartphone app with some helpful functions. Initially, each bike will have a particular QR code
matching with the information of customers. When buyers download the app and scan the QR
code, they will know all about the situation of their bike, the nearest locations of Yamaha
maintenance centers, and updated news about new products or discounting events. Besides, the
app also integrates a program supporting users in learning transportation regulation with some
MCQ tests, and tips to help customers have a safe drive.

Finally, to cover their name across the street, Yamaha should have some free gift for
customers like helmets, raincoats, bags, or umbrella with Yamaha logo printed.

3. Price

Janus Standard version is sold at VND 27.990 million, Janus Premium has a selling price
of 31.490 million dongs and the version of Janus Limited Premium is also proposed at VND
31.990 million (Brandsvietnam.com, 2019). Yamaha has created competitive price to head
against the biggest rival scooter - Honda Vision, which is priced (on the official website) from
VND 30 million to VND 32.800 million (Brandsvietnam.com, 2019). Though there are some
fluctuations between showroom and website price, Yamaha wins the cost competition
compared to what Honda offers. It can be seen that using competitive, product line and

17
psychological pricing, Yamaha Janus was successful in setting their price to attract and satisfy
the customers.

4. Place

There are three kinds of franchise stores including Yamaha town - showroom, maintenance
service, and space apart together with Yamaha 2s and 3s, which offer maintenance service and
space apart only. With 540 franchise stores nationwide, Yamaha has a widespread and
consistent availability everywhere, no matter it is center or suburb, minor or big city (24h.com,
2018). For instance, Out of 26 Yamaha Towns locating in Hanoi, 8 stores position throughout
the downtown and the rest scattered in the surrounding suburb.

In our opinion, to keep the design up-to-date, Janus should make research or collect the
information about what customer (especially, the youth) want and what they need to create
new models once every year in downstream

18
 PART VI: CONCLUSION

To sum up, this paper aims to analyze the marketing strategy of Yamaha Janus which
was based on as well as affected by Macro and Microenvironment factors. Besides, we
mentioned the SWOT analysis and action plan of Janus during the time to have a whole picture
of the brand. After that, we hope our suggestions of promotion can help them boost their
strength, enhance the weakness, seize the opportunities and deal with the threat.

In general, with all the success in the products’ sale and gaining public attention, Janus
has not only proved their position in the scooter industry with the dramatic rise in sale and
reputation but also asserted their position in the motorcycle market at that time.

19
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Brandsvietnam.com. (2017). Campaign: Yamaha - Vi vu cùng Yamaha Janus. [online] Brands

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