Académique Documents
Professionnel Documents
Culture Documents
Course- MBA
Section- c (2nd Sem)
Roll Number- 58
Submitted
to
Prof. Surendar Prakash
Table of Content
Topic Page
1.Executive summary 1-2
2.Problem Statement 3
a)Background 4-7
b)Problem 8
c)Proposal 8
3.Objectives 9
4.Hypothesis 10
5.Methodology 11
a)Data collection 12
b)Data sampling 13
c)Data analysis 14-29
6.Findings 30
7.Limitation 31
8.Conclusion & Recommendation 32-33
9.Bibliography 34
ACKNOWLEDGEMENT
I would also like to thank all INDIA YAMAHA DEALERS in Bangalore, for the
constant support and help in the successful completion of my project.
One more thing we want to share that we have learnt a lot while doing this project,
e.g. we have met with a large number of people, having different behaviors,
different perceptions, different thinking, different way of talking and many more,
and from them we have really learnt a lot. And also we have enjoyed a lot while
doing this project.
SOUMEN JANA
MBA II Sem.
Page: 1
EXECUTIVE SUMMARY
3. Survey has been carried away by telephone, one-on-one interviews; The Survey
included both quantitative, forced-choice or close ended questions and
qualitative, open-ended questions.
During this research it was found that Yamaha’s 100-150CC bikes has under
performance and also what are the reason of underperformance in 100-150CC
criteria . FZ & FZS are awarded as a BIKE OF THE YEAR. India Yamaha Motors,
a company that is known for combining technology, quality and performance in
their bikes, had taken an initiative to introduce some of
Page:their
2
performance driven bikes in India last year and are now reporting growth rate only
of 23.43% in sales during May 2010 having sold 15120 units as compared to 12250
units in may current year. With their product line-up being the FZ-16, FZ-S and the
R15, India Yamaha Motors is also providing their customers with
Different experiences with their various programs such as allowing the customers
to drive their bikes on a race track.
It is also seen that Yamaha is focusing on the Premium segment of bikes which is
slated to welcome new players. Yamaha would have to constantly innovate and
come up with new products to maintain its dominance in the segment.
Page: 3
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.
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).
VISION
MISSION
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.
CORE COMPETENCIES
Customer #1
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
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.
OVERVIEW
SALES: 1,756,707 million yen (from Jan 1, 2007 to Dec 31, 2007)
PARENT: 799,209 million yen (from Jan 1, 2007 to Dec 31, 2007)
Page: 6
YAMAHA FZ-S
Yamaha FZ-S 150cc, a recently launched bike by the industry giant Yamaha. After
the grand success of FZ-16 Yamaha has finally launched its modified version (FZ-
S) in India. This fabulous bike is equipped with all the necessary features one may
think of. It stands ahead in style and performance not only in its segment but
beyond. This bike is best suited for those who want elegance and power in one. It is
designed and engineered with the capacity for active and aggressive enjoyment of
around-town street riding and styling, bringing a sense of pride for the owner of the
bike. It is especially designed to satiate riders' desire for style and fashion. It is
popularly referred as the “Stylish Macho Street Fighter” (Lord of the Streets).
Page: 8
Page: 9
Research Objectives
Page: 10
HYPOTHESES
Yamaha’s new launch of FZ & FZS has changed customer’s perception regarding
choice of bikes in the 100-150 cc category bikes.
H1 = Yamaha new launch of FZ & FZS has not changed customers perception
regarding choice of bikes.
H0 = Yamaha has regained its image in India after the launch of FZ & FZS.
H1 = Yamaha has not regained its image in India after the launch of FZ & FZS.
Research Methodology
Research methodology is the way to systematically solve the research problem. The
method used for the research is Descriptive Research, to find out our Objectives. The
report has been prepared on the basis of information collected from different sources.
In order to achieve the objective of the project proper research method was applied..
After giving through brain storming session, objectives were selected and the set on
the base of these objectives, a questionnaire was designed major emphasis of which
was gathering new ideas or insight so as to determine and bind out solution to the
problems. I have selected the following method:
• Primary Method
• Secondary Method
Method: - The Primary Data is to be collected through
• 1. Questionnaire
• 2. Personal interview
Secondary Method:- The secondary data is to be collected from
• service centers
• Internet
• Journals & Magazines
• Websites
Page: 12
Data Design
This study is a mix of explorative and formal methodologies adopting monitoring
and observing to study the dealerships in Bangalore and communication to elicit
responses from customers. This is a cross sectional study done during the months
of June and July.
For the customer satisfaction study a questionnaire was formulated containing 17
closed ended questions which were sent out for response through the internet and
mainly through personal interviews of customers at Yamaha dealerships. This data
was later analyzed using SPSS through performing the cross-tabulations on various
involved variables. Results of this step formed the basis of the recommendations
given to the company.
Page: 13
Data Sampling
For the sales promotion study a census methodology was adopted and all the
dealerships and brokers of that region were visited.
For the customer satisfaction study a sample of 100 persons was chosen from the
Yamaha’s dealership in Bangalore. The sample was judgmental and methodology
was non probability sampling
Page: 14
Data Analysis
7. Do you think that price of all Yamaha bikes are higher than the
other companies’ bikes?
Page: 23
10. Do you think that the styles of Yamaha bikes are sporty?
Page: 26
11. Do you think that the Engine powers of Yamaha bikes are
better than most other bikes?
Page: 27
12. What are the feeling/ reaction of you to your motor cycle?
Page: 28
• Table showing the marketing mix which help to analyze the marketing
strategies of Yamaha bikes in 100-150 CC criteria.
Page: 30
Findings
• It is found that Mileage is the main factor which influences to a consumer in
his buying decision
• Styles of the most Yamaha bikes are sporty type.
• Yamaha after sales service is less than other bike companies.
• The engine power of Yamaha bikes is standard.
• The advertisement of Yamaha is not attractive.
• They did not try to follow up their dealers.
• They did not launch any bike for women in India.
Page: 31
• Another limitation was with the language. While doing the research work,
we faced a lot of problem regarding the language. Since every person didn’t
understand English, therefore we had to make them understand in different
languages like Cañar and Tamil.
Page: 32
CONCLUSION
After the completion of project I have seen the different aspects of this Training
Project. Also I have gained some new experience about the consumer research.
While surveying I have met a large number people, with different perceptions, with
different nature, and as a result of this I have learnt a lot of things like how to talk
with the different people with different behavior.
After The Separation Main focus of Yamaha has been to Capture the Indian Market
Through its Product Which are Best In terms Of style & Design and is trying to
achieve the target of 14% which it has laid down for the coming years its Recent
Launched Bike FZS & R15 have shaken the market leader Like Bajaj & Hero
Honda & is giving them a tough competition & soon going Launch Few More
Bikes in the market. But in a country like India where customer generally
appreciates mileage it becomes necessary for a company like Yamaha which
produces Bikes whose prices are towards the higher end to focus on other factors
too which influence the consumer choice of Product like Prices , After sale services
and Many more.
Page: 33
survey we found that Yamaha is not satisfying their customers in after sales
services, employees at dealership sometimes use harsh words and become
rude to the customers, parts of the bike are not easily available in the market.
This is the major drawback in capturing the market share so Yamaha should
take some better steps to satisfy and retain their customers.
• WEAK FOLLOW UP FROM DEALERSHIPS: We observed during the
course of our studies that Yamaha was quite weak in following up with
prospective customers. There was no communication from Yamaha
showrooms asking the customers if and when they are willing to buy their
bikes. Hero Honda, Bajaj and Honda showrooms were extremely attentive in
this regard and perform maximum follow up on prospective customers.
• MEASURES SHOULD BE TAKEN TO IMPROVE ITS
DEALERSHIP: Yamaha which is trying to build a brand new image of a
high tech and stylish brand of sports bikes should take appropriate steps to
show it in their showrooms.
• AGGRESSIVE SELLING: The Company should follow an aggressive
selling concept. A non-aggressive selling concept which is clearly visible in
its advertising campaign which does not hit on the customer rather aims to
provide information in a subtle manner.
Page: 34
BIBLIOGRAPHY
Books
Websites
1. www.google.com
2. www.yamaha.com
Questionnaire
Contact No: Place:
Model: CC:
Date of Purchase:
2. Name: 2. Age
3. Age
d) Yamaha e) Others.
7. Did you considered other motorcycle while buying the Yamaha
motorcycle?
a) Yes b) No
8. Have you seen TV/Radio/News Paper/ Others advertisement
regarding Yamaha bikes?
a) Yes b) No
9. Please specify your source of awareness for your bike?
a) TV b) News Paper c) magazine
d) Showroom e) Family/ Friends
10. What were the criteria for you to do buy your bikes?
a) Features/ quality b) Mileage
c) Price d) Brand Name/ Image
11. Are you satisfied with current mileage?
a) Yes b) No c) Not sure
12. Do you think that price of all Yamaha bikes are higher than the
other companies’ bikes?
a) Yes b) No c) Not sure
13. How many free services are you expecting?
a) 3 b) 5 c) above 5
14. Are you satisfied with the free service of Yamaha?
a) Yes b) No c) Not sure
15. Do you think that the styles of Yamaha bikes are sporty?
a) Yes b) No c) Not sure
16. Do you think that the Engine powers of Yamaha bikes are better
than most other bikes?
a) Yes b) No c) Not sure
17. What are the feeling/ reaction of you to your motor cycle?
a) Trendy b) Macho c) Stylish
d) Poor resale value.