INTRODUCTION

An organization's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market research
and focus on the right product mix in order to achieve the maximum profit potential and
sustain the business.

The marketing strategy is the foundation of a marketing plan.Marketing is "the activity

and processes for creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large." Marketing is a product
or service selling related overall activities. It generates the strategy that underlies sales
techniques, business communication, and business developments. It is an integrated
process through which companies build strong customer relationships and create value
for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer.
With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved
to meet the stasis in developing new markets caused by markets and overcapacities in the
last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their
focus from production to the perceived needs and wants of their customers as the means
of staying profitable.

The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of targetmarkets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.

The details of the marketing problem are collected and studied, conclusions are drawn and
suggestions are made to solve the problem quickly, correctly and systematically.

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 In MR, specific marketing problem is studied in depth by collecting and analyzing all relevant
information and solution are suggested to solve the problem which may be related to consumers,
product, market competition, sales promotion and so on.

TYPES OF MARKETING STRATEGY

Very often the success or failure of a company is a direct result of an effective or not so
effective marketing strategy. Therefore, choosing a marketing strategy that fits the
company product is of vital importance.

 Deciding on your audience

The first step toward developing an appropriate marketing strategy is to know your
audience. Are they 15 to 25 year old gamers? 21 to 40 year old football fans?
 Creating a Psychological Process Profile
Secondly, you should create a hypothetical psychological process a buyer of your product
will take as a result of your marketing efforts. Read more aboutconsumer psychology
here.
 Connect a Type of Marketing Strategy
Based on your understanding of the target audience and the process you wish to take
them through, choose a type of marketing strategy that you believe will have the greatest
positive impact.
 Assess your Efforts
With whatever data is available through your marketing methods, assess whether your
assumptions were correct and react accordingly.

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 INDUSTRY AND COMPANY PROFILE

INDUSTRY PROFILE

The Indian automotive industry consists of five segments: commercial vehicles; multi-
utilityvehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With
5,822,963 units sold in the domestic market and 453,591 units exported during the first
nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a growth
of 17% over the corresponding previous. The two-wheeler sales have witnessed a
spectacular growth trend.

Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the country in

9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian industry
accounted for around 77.5% of the total vehicles sold in the period mentioned.

DemandDrivers:
The key demand drivers for the growth of the two-wheeler industry are as follows:

SegmentalMarketShare

The Indian two-wheeler industry has undergone a significant change over the past 10 years
with the preference changing from scooters and mopeds to motorcycles. The scooters
segment was the largest till FY1998, accounting for around 42% of the two-wheeler sales

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(motorcycles and mopeds accounted for 37% and 21 % of the market respectively, that
year). However, the motorcycles segment that had witnessed high growth (since FY1994)
became larger than the scooter segment in terms of market share for the first time in
FY1999. Between FY1996 and 9MFY2007, the motorcycles segment more than doubled
its share of the two-wheeler industry to 79% even as the market shares of scooters and
mopeds stood lower at 16% and 5%, respectively.

Over the past 10-15 years the demographic profile of the typical two-wheeler customer has
changed. The customer is likely to be salaried and in the first job. With a younger audience,
the attributes that are sought of a two-wheeler have also changed. Following the opening
up of the economy and the increasing exposure levels of this new target audience, power
and styling.
The marketing pitch of scooters has typically emphasized reliability, price, comfort and
utility across various applications. Motorcycles, on the other hand, have been traditionally
positioned as vehicles of power and style, which are rugged and more durable.

Scooters are perceived to be family vehicles, which offer more functional value such as
broader seat, bigger storage space and easier ride. However, with the second-hand car
market developing, a preference for used cars to new two-wheelers among vehicle buyers
cannot be ruled out. Nevertheless, the past few years have witnessed a shift in preference
towards gearless scooters (that are popular among women) within the scooters segment.
Motorcycles offer higher fuel efficiency, greater acceleration and more environment-
friendliness. Given the declining difference in prices of scooters and motorcycles in the
past few years, the preference has shifted towards motorcycles. Besides a change in
demographic profile, technology.

SupplyManufacturers

As the following graph indicates, the Indian two-wheeler industry is highly

concentrated,with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj

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Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the industry sales
as in FY2007.

The other key players in the two-wheeler industry are Kinetic Motor Company Ltd
(KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
(Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda
Motorcycle &Although the three players have dominated the market for a relative long
period of time, their individual market shares have undergone a major change. Bajaj Auto
was the undisputed market leader till FY2000, accounting for 32% of the two-wheeler
industry volumes in the country that year. Bajaj Auto dominance arose from its complete
hold over the scooter market. However, as the demand started shifting towards
motorcycles, the company witnessed a gradual erosion of its market share. HHML, which
had concentrated on the motorcycle segment, was the main beneficiary, and almost doubled
its market share from 20% in FY2000 to 50% in FY2007 to emerge as the market leader.
TVS, on the other hand, witnessed an overall decline in market share from 22% in FY2000
to 17% FY2007. The share of TVS in industry sales fluctuated on a year on year basis till
FY2003 as it changed its product mix but has declined since then.

Automobile engines:

Yamaha has built engines for other manufacturers' vehicles beginning with the
development and production of the Toyota 2000GT (1967) with the Toyota Motor
Corporation. Also, the cylinder head from the Toyota 4A-GE engine was developed by
Yamaha Motor Corporation and was built at Toyota's Shimayama plant alongside the 4A
and 2A engines.[15] All performance-oriented cylinder heads on Toyota/Lexusengines
were designed and/or built by Yamaha. Some examples are the 1LR-GUE engine found
on the 2010–2012 Lexus LFA, the 2UR-GSE found in Lexus ISF, the 3S-GTE engine
found on the Toyota Celica GT4 and the 2ZZ-GE engine found on the 1999–2006 Toyota
Celica GT-S. In 1984, executives of the Yamaha Motor Corporation signed a contract
with the Ford Motor Company to develop, produce, and supply compact 60° 3.0 Liter
DOHC V6 engines for transverse application for the 1989–'95 Ford Taurus SHO. From
1993 to 1995, the SHO engine was produced in 3.0 and 3.2 Liter versions. Yamaha
jointly designed the 3.4 Liter DOHC V-8 engine with Ford for the 1996–'99 SHO. Ford
and Yamaha also developed the Zetec-SE branded 4-cylinder engines used in several
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Ford cars like the small sports car Ford Puma. Since 2005 Yamaha produces a 4.4 Liter
V8 for Volvo. The B8444S engines are used in the XC90 and S80 models. British
sportscar maker Noble also uses a bi-turbo version of the Volvo V8 in their M600.

COMPANY PROFILE

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint
venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its
remaining stake as well, bringing the Indian operations under its complete control as a
100% subsidiary of Yamaha Motor Co., Ltd, Japan.

India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in

Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and
export markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly
customer-driven and has a countrywide network of over 400 dealers.

The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke
motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke
bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and
Gladiator (125cc), and YZFR15 (150cc).

VISIONS

We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".

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MISIONS WE ARE COMMITED TO:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long term
relationships by raising their lifestyle through performance excellence, proactive design &
innovative technology. Our innovative solutions will always exceed the changing needs of
our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development.

CORE COMPITENCIES

Customer #1

We put customers first in everything we do. We take decisions keeping the customer in
mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.

Team-work

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 We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for
our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We actively
listen to others and participate in healthy & frank discussions to achieve the
organization's goals.

MANUFACTURING PROCESS:

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha
Plants.

The infrastructure at both the plants supports production of motorcycles and it's parts
for the domestic as well as oversees market. At the core are the 5-S and TPM activities
that fuel our agile Manufacturing Processes. We have In-house facility for Machining,
Welding processes as well as finishing processes of Electroplating and Painting till the
assembly line.

The stringent Quality Assurance norms ensure that our motorcycles meet the reputed
International standards of excellence in every sphere. As an Environmentally sensitive
organization we have the concept of "Environment-friendly technology" ingrained in
our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water
- Harvesting mechanism, a motivated forestation drive. The IS0-14001 certification is
on the anvil - early next year.

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Corporate Philosophy:

For society, for the world

Yamaha works to realize

Our corporate mission of realizing Cando

Yamaha Motor is a company that has worked ever since its founding to build products
defined by the concepts of “high-quality and high-performance” and “light weight and
compactness” as we have continued to develop new technologies in the areas of small
engine technology and FRP processing technology as well as control and component
technologies.

It can also be said that our corporate history has taken a path where “people” are the
fundamental element and our product creation and other corporate activities have always
been aimed at touching people’s hearts. Our goal has always been to provide products
that empower each and every customer and make their lives more fulfilling by offering
greater.
Said in another way, our aim is to bring people greater joy, happiness and create Kando.
As a company that makes the world its field and offers products for the land, the water,
the snowfields and the sky, Yamaha Motor strives to be a company that “offers new
excitement and a more fulfilling life .

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TRENDS IN THE TWO-WHEELER INDUSTRY

-Companies raising capacity to meet the growing demand

All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML,YMIL, TYS, HMSI and
others, have increased their manufacturing capacities in the recent past. Most of the players
have either expanded capacity, or converted their existing capacities for scooters and
mopeds into those for manufacturing motorcycles. The move has been prompted by the
rapid growth reported by the motorcycles segment since FY1995.

Niche markets also witnessing intense competition:

A significant trend witnessed over the past five years is the inclination of consumers
towards products with superior features and styling. Better awareness about international
models has raised expectations of consumers on some key attributes, especially quality,
styling, and performance. High competitive intensity has prompted players to launch
vehicles with improved attributes at a price less than the competitive models.
In an effort to satisfy the distinct needs of consumers, producers are identifying emerging
consumer preferences and developing new models. For instance, in the motorcycles
segment, motorcycles with engine capacity over 150cc, is a segment that has witnessed
significant new product launches and hence, become more competitive. The indigenously
launched Pulsar 150 had met with success on its launch and thereafter, a host of models
have been launched in this segment by various players.

While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twinspark
technology (DTSFi) that offers a powerful engine and fuel efficiency of 125 cc models.

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Moreover, in the recent past, the motorcycle segment has witnessed launch of vehicles with
higher engine capacity (higher than 150cc) and power (higher than 15bhp). These include
models such as Bajaj Auto Eliminator and Royal Enfield's Thunderbird followed by
HHML's Karisma and Yamaha R15 and other sports bikes. The products in this segment
cater for style conscious consumers. Quite a few players are developing models combining
features such as higher engine capacity", optimum mix of power and performance, and
superior styling.

In the scooters segment, the market for plastic-bodied variomatic scooters continues to
witness growth in the scenario of overall decline in scooter volumes. Higher volumes and
growth are especially true for certain scooter models, such as Honda Activa, that brought
in new technology (besides variomatic transmission) to further differentiate them.

Increasing focus on exports:

For the first nine months of FY2007, two-wheeler exports increased by 37% over the
corresponding previous, led mainly by motorcycles even as exports of other two-wheelers
were healthy.

While motorcycle exports increased by 40%, scooter and moped exports increased by 29%
and 27%respectively.
Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in
FY2007 and are expected to increase further in the medium term.

Although the Indian two-wheeler manufacturers have forayed on their own in their target
export markets, there have been instances of tie-ups with the technology partners. Bajaj
Auto's tie-up with Kawasaki to jointly market Bajaj products in Philippines is a case in
point. Under the tie-up, M/s Kawasaki Motors Philippines Corporation has been appointed
as exclusive distributors to market select Bajaj two-wheelers that include Byk, Caliber 115
and Wind 125. These vehicles are being sent to Philippines in the completely built unit
(CBU) form.

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 OBJECTIVES OF THE STUDY

Research in common parlance refers to search for knowledge. Research is an academic

activity and as such it is used in a technical sense. According to Clifford Woody,
research comprises defining and redefining problems, formulating hypothesis or
suggesting solutions, collecting, organizing and evaluating data, making deductions and
research conclusions to determine whether they fit the formulating hypothesis.

Primary objective

The research encompasses the primary objective of comparison and analysis of Yamaha
bikes with respect to other brands prevailing in the market i.e. , Hero Honda ,Honda ,
Bajaj , TVS and Suzuki .

The primary aim is to interpret the dealer survey level of customers using yamaha’s
bikes and to find out the areas in which it needs to improve to develop a better
perception in the mind of its customers . It entails as to suggest yamaha how to become
a no. 1 customer oriented company.

Secondary objective :

To go in detail , the research includes the study of comparative satisfaction level of

customers using different bike brands ; the various areas where competitors supersede
and the areas where the competitors lack.

Furthermore the research aims to find out the relative market capitalization of Yamaha in
the two wheeler industry and to suggest some concrete and absolute measures to give a rise
to its share in the two wheeler segment .

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 SCOPE OF THE STUDY

The research was carried out to find factors which influence customer satisfaction level
to maximum level. The study projects that customer satisfaction level change with
change in various factors like during sales evaluation, during delivery of the vehicle
and after salesevaluation. This research is an attempt to provide feedback to
Motorcycle manufacturer Yamaha Motors India Ltd. so that they can bring about
changes in various departments of their organization which will help them in becoming
Number 1 motorcycle brand in India.

For instance during research factors such as technology.

The research required collection of first hand primary data from the respondents . The
respondents necessarily were to be bike users .they were exposed to a questionnaire
containing different parameters for the evaluation of their satisfaction level . the broad
parameters were :

during sales evaluation .

 during vehicle delivery .

 after sales evaluation .

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 RESEARCH METHODOLOGY

Design of Questionnaire: A questionnaire was developed for the survey. The

questionnaire is of structured type. Most of the questions were
based on 5 point bipolar Likert Scale.

 Determining the Sample Size: Next step is to determine the number of to be

targeted from various ages, monthly salary, and gender. So a total of 200 people
were surveyed.

 Collecting the data: The data was collected from various class of people based on
age, sex, income, location.

 Analysis of Data: The data collected from various people was segregated into
various categories in order to analyze it. Analysis was done based on more than 22
different parameters.Generalization and Interpretation: Data was tested and
upheld several times, and n generalizations were drawn from the
analysis.Preparation for the report: Lastly report about the research is mad

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 DATA ANALYSIS AND INTERPRETATION

Ques 1.Which profession people are most used the bike :

Interpretation

From the graph it can be easily inferred that most of the bike users fall under
salaried category, followed by students and then business class. more than 50% of
Yamaha customers are salaried which is the highest proportion among
competitors.

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Ques 2. Which age the people most the used the bike:

Interpretation

Most of the bike users are between 21-30 years of age .60% of Yamaha customers
falls under this category. While most of the bike users of different brands are of
21-25 years of age, there is a variation in Yamaha , as there are equal number of
customers are in 26-30 years old and 21-25 years age group.

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Ques3: which kind of people are used bike :

Interpretation

The bike users are mainly under graduates and post graduates .bajaj has got the
maximum proportion in ug category followed by Yamaha which is 50%

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Ques 4: which kind of attitude dealer have :

Interpretation

Bike users are usually satisfied with the attitude of dealers. Bajaj has the best
performance in this category. Yamahas 43% say that they find dealers attitude as
good. 255 say that they are totally satisfied with the attitude of the dealers.

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Ques 5: which company has a good feat ures bike:

Interpretation

In explanation of product features , Honda has got the best performance followed
by hero honda and bajaj. 38% of Yamaha users opted for ‘average’ , while in other
highers options, its performance is not as good as its competitors like Honda , bajaj
and hero Honda .

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Ques 6: which has most sales in year :

Interpretation

Honda customers are the most satisfied customers in this category followed by
hero Honda and bajaj and then yamaha. Yamaha has got a mix result with 28% of
its customers have opted for ‘average’ and 48% for ‘good’ and 18% for ‘very good’
.

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Ques 7: which company have good product display

Interpretation

In product display Yamaha has the best performance with almost 60% falling
under ‘good’ and 20% falling under ‘very good’ category followed by Honda and
Suzuki.

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 Ques 8: which company has most cleanliness :

Interpretation:

Yamaha again has the best performance in this category .all the competitors have
performed well with most of their customers opted for ‘good’ options . 85% of
Yamaha customers have opted for higher options which is much higher than its
competitors

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Ques 9: which company has most effective atmosphere :

Interpretation

Yamaha dealers provide the best atmosphere to their customers . 80% of Yamaha
customers says yamaha dealers provide ‘good’ atmosphere which is much greater
than its competitors.

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Ques 10: Which company has taken most time to delivery

Interpretation

Here again Suzuki produce the best results . Suzuki dealers take least time to
deliver the bikes to their customers which is followed by TVS and then yamaha .

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Ques 11:Which bike has good function?

Interpretation

Honda has the best performance in this category where almost 70 % of its
customers have opted for higher options . Yamaha is the second best performer
followed by Hero Honda.

Ques 12: Which option is good for PDI and CHECKS?

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 Interpretation

In pre delivery inspection and check made Hero Honda customers are highly
satisfied with 65% of them opting for ‘good’ options. Followed by TVS, and then
Yamaha .

Ques 13: How much time taken in documentation?

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 Interpretation :

In this category, maximum number of customers have given positive response ,

where Suzuki giving the best performance followed by Yamaha . Almost 45% of
Yamaha customers have opted for higher options.

Ques 14: How many salesman follow first time?

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Interpretation :
A mix response from the bike users of all the brands can be seen in the above graph
. a major portion of bike users have opted for lower options of ‘very poor’ and
‘poor’ and maximum have opted for ‘average’ options. Yamaha’s position is safe
in this category . 73% of yamaha customers have given satisfactory response in this
category.

Ques 15: How many times you have to remind for service?

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Interpretation :
Here also maximum number of bike users come under satisfactory level and have
opted for ‘average’ and below average options .bajaj has given the worst response
wth 55% of its customers falling in ‘poor’ and ‘very poor’ category. Same is the case
with the Suzuki customers with maximum number of responses lying in the very poor
and poor category.

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 FINDINGS OF THE STUDY

 Bike users are usually satisfied with the attitude of dealers. Bajaj has the best
performance in this category.

 Yamaha again has the best performance in this category .all the competitors have
performed well with most of their customers opted for ‘good’ options

 Yamaha dealers provide the best atmosphere to their customers . 80% of Yamaha
customers says yamaha dealers provide ‘good’ atmosphere which is much greater
than its competitors.

 Honda has the best performance in this category where almost 70 % of its customers
have opted for higher options . Yamaha is the second best performer followed by
Hero Honda.

 In pre delivery inspection and check made Hero Honda customers are highly
satisfied with 65% of them opting for ‘good’ options. Followed by TVS, and then
Yamaha .

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 SWOT Analysis

Strengths:

 Yamaha Motor products extend from land to sea and even into the skies, with
manufacturing and business operations that include everything from motorcycles,
PSA electro-hybrid bikes, marine and power products to automotive engines.

 Continuously does product improvement in accordance with demanding customers.

 The distribution network of Yamaha Motors is very wide and spread across the
country.

 Probably the best in terms of R&D facility.

 Has great brand name and commands lot of respect among bikers community.

Weakness:

 Narrow product line in terms of motorcycles.

 Yamaha’s strategy for Indian market was on right alleyway, but somewhere down
the lane, they are still relying on conventional model which no longer in use.

 Yamaha despite the promise has failed to deliver and is still an underdog in the race
to top.

 A series of unsuccessful and flop bikes have eroded the legacy of RX100 and
RD350.

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Opportunities:

 The motorcycle market has been growing at a phenomenal rate and there has been
a shift in the consumer preferences from 2 stroke bikes. Yamaha motors have
recognized this and are bringing out new models of 4 stroke bikes quite regularly
to cater the needs of the customers.

 Consumers have become technology conscious and Yamaha Motors have best
R&D facilities. So they can tap new costumers with innovative technology in
motorcycle design and manufacturing.

 There lies lot of potential in 150cc and above segment and Yamaha has not made
enough inroads in this segment.

Threats:

 Continuous divisions of customer segment have made conventional bikes which

was the strength of Yamaha motors.

 Constant demand for price reduction from customers.

 Bajaj Auto and TVS have taken large part of the market share from
Yamaha.Growing competition in the industry, both in the terms of new models and
price undercutting, too is a matter of concern as both the sales realization and
operation margins may come under pressure.

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 LIMITATIONS

1. Research was limited to only two wheeler motorcycle industry.

2. Research was restricted to Noida only.

3. Since it is limited only to two wheeler motorcycle industry so the entire customer
satisfaction level while and after purchasing a product cannot be projected on this
research.

4. Sometimes it was very difficult to get the necessary information as filling the
questionnaire required time.

5. Research could have been wider in scope if along with customer satisfaction level
consumer behavior pattern was also studied.

From the research following facts about Indian two wheeler industry has been inferred:

 Age group – 21-30 years

 Profession – Mostly salaried

 Customers are generally satisfied with attitude of dealers at the time of sales.

 Every brand of bikes have a poor response in terms of sales follow up.

 Hero Honda is the most famous brand.

 Favored bikes in today’s date are –

 hunk

 Pulsar

 Apache

 Customers stress on quality as complimentary to looks.

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 RECOMMENDATIONS

 Introduction of new brands – Yamaha should introduce new bikes in the market. It
will definitely make the market oligopolistic , but will improve the condition of
Yamaha .

 Bike in 150 cc segment – Yamaha does not has any successful bike in this segments
. Yamaha needs to introduce a bike in this segment which can compete with the
other brands on price , power, pick-up , mileage and style .

 Integration of marketing and R & D department - Yamaha has got best R&D
facilities and international design of sports bikes. It needs to integrate its efforts
together with other department more specifically marketing wing and try to give
customers what they want.

 It has been found from the research that Yamaha has got the most loyal customers
but when it comes to Yamaha , people still talk about RX- 100. yamaha should
develop a bike like RX-100, and this time mileage and style should alos be
considered.

 360 degree marketing approach and need to follow aggressive promotional

campaigns to grab a larger piece of pie in the motorcycle segment.

 Focus should be on teenagers, young and executives as they represent largest portion
of the bike user segment.

 Provide better sales follow up which almost every brand lacks – the research has
showed that the bike users of all brands are dissatisfied with their ‘after sales
experience’ .this is a big loop hole which yamaha can use to improve its brand image
and to gain more customers.

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 Indian customers generally do not use bike for fashion but as a necessity so mileage
should be a concern, so it needs to create a better image in the mind of its customers
regarding mileage.

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