SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS

STRATEGIES PROMOTING : YAMAHA RAY

& RAY Z

SUBMITTED BY:

SWATI JAIN
MBA-IB (2012-2014)
Roll No. : A1802012221

INDUSTRY GUIDE FACULTY GUIDE

Ms. SWATI KUMAR, Prof. AJEET SHARMA,

Manager - CS & Education Department, Professor, AIBS, Yamaha
Motor India Sales Pvt. Ltd. AUUP
A - 3, Industrial Area, Noida - Dadri Road,
Surajpur – 201306
Distt. Gautam Budh Nagar (U.P)

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY – UTTAR PRADESH

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 CERTIFICATE OF REPORTING

This is to certify that Ms._Swati Jain_, a student of Post Graduate Degree in

__MARKETING_(MBA IB)__, Amity International Business School, Noida has worked in the
_YAMAH MOTOR INDIA SALES PVT LTD_, under the able guidance and supervision of
Ms.___ Swati Kumar _________, designation__ Manager - CS & Education Department,
Company__ YAMAH MOTOR INDIA SALES PVT LTD ___.

The period for which he/ she was on training was for __8__weeks, starting from
_09/05/2013___to __09/07/2013__. This Summer Internship report has the requisite standard for
the partial fulfillment the Post Graduate Degree in International Business. To the best of our
knowledge no part of this report has been reproduced from any other report and the contents are
based on original research.

Signature Signature

(Faculty Guide) (Student)

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 ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Ms. Swati Kumar, (Designation) Manager
- CS & Education Department, (Company) Yamaha Motor India Sales Pvt. Ltd, for his/her
able guidance, continuous support and cooperation throughout my project, without which the
present work would not have been possible.

I would also like to thank the entire team of Oswal Auto Azadpur a Yamaha Bike Station for
the constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Prof. Ajeet Sharma of my institute, for her continued
guidance and invaluable encouragement.

Signature

(Student)

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 TABLE OF CONTENTS
Executive Summary ...................................................................................................................

Introduction ................................................................................................................................

Objectives………………………………………………………………..………...........

Methodology……………………………………………………………………………

Chapter 1- Industry profile…………………………………………………………………...

The Indian Automobile Industry – An Overview………………………………………

Market Share of Domestic Automobile Industry………………………………………

Production Overview…………………………………………………………………...

Domestic Sales………………………………………………………………………….

Two wheeler Industry - An Overview...…………………………………………….….

Market Share of Two wheeler Industry………………………………………………..

Driving Force of the Sector……………………………………………………………..

Major Companies……………………………………………………………………….

Sales and Market Share of Major Companies…………………………………………..

Sales and Market Share of Motorcycles, Scooters and Mopeds……………………….

Price Mechanism and Trends of Two Wheeler Industry…..…………………………...

Swot Analysis of Two Wheeler Industry……………..………………………………..

Chapter 2- Company Profile…………………………………………………………………

Yamaha Global ………....……………………………………………………………...

Brand Slogan……………………………………………………………………………

Peak into Yamaha Motor Corp…………………………………………………………

Yamaha India…………………………………………………………………………...

Vision…………………………………………………………………………………...

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 Mission………………………………………………………………………………….

Core Competencies…………………………………………………………………..…

Corporate Philosophy…………………………………………………………………..

Organisational structure………………………………………………………………..

Product Line in India…………………………………………………………………..

Production Centres…………………………………………………………………….

Demand - Supply Statistics of Yamaha Product Line ………………………………...

Financial Statement Analysis ........……………………………………………………

Swot Analysis of Yamaha……………………………………………………………...

Dealership……………………………………………………………………………...

Chapter 3- Marketing Management at Yamaha…………………………………………...

Yamaha Rays - An Overview ………………………………………………………...

Yamaha Ray - 4 P's of Marketing ……………………………………………………

Yamaha Ray - STP …………………………………………………………………...

An Eye on Competitors……………………………………………………………….

CRM Strategies……………………………………………………………….……….

Brand Management……………………………………………………………………

Marketing Channel……………………………………………………………………

Sales Promotion and Personal Selling………………………………………………...

Factors Affecting Buying Behaviour………………………………………………….

PLC of Yamaha RAY and RAY Z……………………………………………………

Chapter 4- Conclusion…………………………………………….………………………...

Findings………………………………………………………………………………

Analysis………………………………………………………………………………

Recommendation…………………………………………………………………….

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Case Study……………………………………………………………………………

Abbrevations……………………………………………………………………….....

References…………………………………………………………………………….

Annexures……………………………………………………………………………..

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 EXECUTIVE SUMMARY
1) PROJECT DURATION ( 8 WEEKS )
A. Date of Summer Internship Commencement : 09/05/2013
B. Date of Summer Internship Completion : 09/07/2013

2) SUMMARY OF THE PROJECT:

This project is mainly based on to develop different marketing strategies for the scooter
Yamaha Ray & Ray Z at Oswal Autos, Azadpur, Delhi. The vehicle has been launched in the
month of September, 2012 in Hyderabad and is the first scooter from the brand Yamaha, so
basically the project is to develop different kind of marketing and sales promotion techniques for
the same vehicle so as to increase the sales. The project also deals about the Customer
Satisfaction Index on the same scooter (RAY & RAY Z), on what parameters are the existing
customers of the vehicle are unsatisfied or show low satisfaction index. It also deals with the
areas of Sales and Service of the dealership and the customer feedback on the same areas.

The project would commence by the enquiry analysis for the scooter ―RAY & RAY Z‖, then
followed by the different sales promotion techniques like canopy programs at different locations,
digital marketing, mobile marketing etc. analysis on the same events conducted. Customer
satisfaction level and customer feedback on the product and on the sales and the service part of
the dealership so as to improve on the areas of the dealership which needs improvement, this is
generally carried out by primary research methods in the form of questionnaires, the data
collected will be hence forth analyzed and the implementations would be as required.

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 INTRODUCTION
The purpose of my project is to study the existing trends and analyze the challenges and

opportunities for the development of Scooter industry in Delhi (NCR) region with the changing

global environment.

The Project consist of problems, opportunities and improvement areas which need to be address

for the growth of the Scooter launched by Yamaha Company and on those basis certain

conclusions and recommendations were drawn and finally suggestions were put forward.

As the scooter is newly launched company needs to focus on certain areas like Customer Needs,

Branding – marketing initiatives, Pricing and After Sales Services.

While carrying out the study I have gained a good amount of knowledge and on the basis of the

survey done I came to know how the Scooter Industry made advantage of these challenges and

turn them into opportunity. Also this has given a chance to try and apply the academic

knowledge and gain insight into corporate culture and market scenario. This not only helped in

developing decision-making abilities but it also taught me the importance of Team work and

Punctuality.

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 OBJECTIVES
Primary Objective:

To gain maximum practical experience and exposure in the company that to in the process of
Marketing and Sales (before & after) of a commodity and utilize it further to be a part of a
Marketing Team in a prestigious company.

Secondary Objectives:

A. Marketing strategies to improve the sales of newly launched RAY & RAY Z scooter of
Yamaha at Oswal Auto (YBS), North Delhi Region.
B. Improve the quality of Yamaha Bike Station (YBS)
C. Competitors Analysis to understand the market trends.

METHODOLOGY
A. Analysis of the YBS quality w.r.t. FOMS i.e. Facility, Operations, Manpower and 5
senses parameters by doing Customer Satisfaction Index survey which will help in
understanding the customer needs.
B. Increasing the Sales and creating Awareness of the newly launched scooter through
promotional activities.
C. Training and Development of staff
D. Monitor results and counter measures

DATA COLLECTION METHOD

 Primary data: - The primary data has been collected through questionnaire by

personally visiting different dealers in North Delhi region, interaction with the staffs,

managers, was done to primarily collect information pertaining to the research topic.

 Secondary Data: The secondary data was collected through websites, marketing

journals, books and other informative sites.

 Sample Size: It differs from 10-30 and in some cases 100 customers from different

categories in North Delhi region were selected.

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 Sampling Technique: Convenient Random Sampling has been used in order to get the

data. To facilitate the availability of data, respondents were the sales executive, walk in

customers, managers of the dealership

 Data Analysis: The data collected from various sources have been classified, tabulated

and analyzed in the graphical and theoretical form.

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