A project report on marketing strategy of yamaha products

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IN COMPANY TRAINING REPORT
On

“MARKETING STRATEGY OF YAMAHA PRODUCTS”

at

YAMAHA MOTORS INDIA PVT. LTD.
Faridabad.
Submitted in partial fulfillment of the requirement of Bachelor of Business
Administration (BBA), Guru Jambheshwar University of Science & Technology,
Hisar.

Training Supervisor: Submitted By:

Session :

Directorate of Distance Education
Guru Jambheshwar University of Science & Technology.
Hisar.



Contents

1. Organisation Profile
• Introduction
• Creation
• Vision
• Product Range

• Yamaha History
• Yamaha Motor Limited
• Distribution System
• Corporate Structure
• Hierarchical Structure
• Department Chart

2. Task Undertaken
• Research Objective
• Introduction on Yamaha Crux
• Research Methodology
• Key Findings
• Conclusion
• Recommendations
• Usefulness of the Project
• Limitations

3. Self Appraisal
4. Bibliography
5. Appendices



Acknowledgement

After completing the training report at “YAMAHA MOTORS LTD.”, it is a great
pleasure for me to thank all those who have helped me during the course of
completion of my project.

I express my sincere thanks to ………………………………… of Yamaha Motor
Limited for giving me a unique opportunity to do project in their esteemed
organization.

Last but not the least; I would like to place a word of appreciation on record for a
all those who directly on indirectly supported me.



Executive Summary

Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the
alliance of Escorts Limited, the flagship company of the Rs. 3600 crores Escorts
Group, a major in the two-wheeler business and Yamaha Motor Company Limited
(YMCL), Japan.

Recently YMEL launched a new bike - Yamaha Crux in December, 2000. My
project was aimed at investigating about the awareness level of Crux from the
owners of the competitive brands. These competitive brand names are Hero
Honda’s Splendor & CD 100/SS and Bajaj’s Caliber. My project also aimed at
determining the primary factors which influence scooter owners to shift from
scooters to motorcycles. My project was restricted to New Delhi only and the sample
size was 250 including 100 for scooter owners and the rest 150 divided equally
among the three competitive brands, that is, Splendor - 50, Caliber - 50 and CD 100/
SS - 50. Questionnaires were made and were filled by the respondents and the data
collected was analyzed to get some useful results.

After analyzing the data, we discovered the primary factors influencing scooter
owners to shift from scooters to motorcycles. The prominent among these factors
were that motorcycles have a better fuel economy, motorcycles are more stylish and
the engine power of motorcycles is more as compared to scooters. We also
discovered that the awareness level of Yamaha Crux was very low and this was
primarily due to lack of advertisements and other promotional activities. Thus, in
the end some recommendations were also given to Yamaha Motor Escorts Limited
so that they could take the required preventive measures.



INTRODUCTION
OF
THE
COMPANY



Introduction
The Escorts Group, with Escorts Limited as its flagship company, is among India's
largest corporations operating in the diverse fields of agri-machinery,
telecommunications, information technology, healthcare, bi-wheelers, construction
& material handling equipment, automotive & railway ancillaries and financial
services. The Group has 19 modern manufacturing facilities & an extensive
marketing network spread across the country. The major global alliances of the
Group include : JCB - UK, Yamaha - Japan, Claas, Mahle and Goetze - Germany,
Carraro - Italy, Long CA, Vistaar & i2 - USA, First Pacific - Hong Kong, IFS -
Sweden and POL-MOT - Poland.

Creation
The genesis of Escorts goes back to 1944 when two brothers, Mr. H. P. Nanda and
Mr. Yudi Nanda, launched a small agency house, Escorts Agents Ltd. in Lahore.
The next 50 years saw Escorts surge ahead and become one of India's largest
conglomerates.

Rajan Nanda (The Legacy of a Vision)

H.P.
Nanda
(1917-99)



Escorts gauged the need for modernising agriculture and pioneered farm
mechanisation in the country. In 1948 Mr. H.P. Nanda established Escorts Agri -
Machinery Limited, to market tractors and farm implements. It set up the first
dealer network of its kind to market tractors for import purpose. Escorts soon
became the number one tractor selling company in India. Meanwhile, the company
branched into manufacturing piston rings in India in collaboration with GOETZE
WERKE of Germany.

Present Scenario

On assuming the Chairmanship of the Group, in April 1994, Mr. Rajan Nanda,
undertook a major restructuring programme to give sharper focus to the businesses.
This involved building alliances with global players and improving market
capitalization, which resulted in each business becoming an independent entity with
defined partnerships, technology, customers and business economics.

The recent past also witnessed a major shift in Escorts' business focus, when it
broke away from its traditional identity of being a purely engineering company and
made its foray into the service sector of telecom and information technology. The
Group has since re-evaluated its focus with thrust on areas of high growth namely
agri machinery, telecom, software and healthcare. Towards this end, the Group has
recently launched a major initiative in Internet and E-commerce. The remaining
businesses are strategic investments for generating value.



Vision

As Escorts marches into the 21st century, it does so with a clear vision, renewed
commitment and the ability to perform. The ultimate objective being to create value
for its shareholders.

• Be market leaders in areas of high growth businesses of Agri, Telecom,
Information Technology & Healthcare.

• In other Businesses generate value through strategic investments.

• Provide world class quality products and services to consumers.

• Thrust on developing major export markets.

Make the Group investor attractive by creating value for customers which
ultimately creates value for shareholders



COMPANY

PROFILE



Yamaha Motor Escorts Limited (YMEL) is a joint venture company formed by the
alliance of Escorts Limited, the flagship company of the Rs. 3600 crores Escorts
Group, a major in the two-wheeler business and Yamaha Motor Company Limited
(YMCL), Japan.

The global giant in two-wheelers business over 3 decades and having the distinction
of putting over 25 lakh two-wheelers on Indian roads. The company has presently

two manufacturing facilities located at Faridabad in Haryana and at Surajpur in
Uttar Pradesh.

Using state-of-the-art technology for its Rajdoot, Yamaha and Escorts range of
motorcycles, the company is on the fast track to make its presence felt in all the
segments of the two-wheeler industry, offering exciting machines not only to the
Indian customers, but also being a leading exporter of two-wheelers. It is this
proximity to the customers that gives YMEL the confidence of riding into the next
decade with world-class technology. Meeting the diverse needs of the customers …
millions of bikes across millions of miles.

Yamaha Over the Years

1960 - Secured license under technical collaboration with CEKOP, Poland
1961 - Obtained 23 acres of land for separate factory
1962 - Assembly and partial manufacturing started in plant 1
1964 - Machinery was installed in the new building
1965 - Manufacturing activities shifted from plant 1 to the present building
1972 - GTS - a small motorcycle was introduced



1979 - Entered in technical collaboration with Yamaha Motor Company of Japan
for manufacturing 350cc motorcycle
1983 - Letter of indent obtained for manufacture of 100cc motorcycle
1983 - Launched 350cc motorcycle in the market all over India
1984 - On identified scale, manufacturing facilities of various components were
improved upon by the introduction of 4th generation machinery equipment
1984 - 175cc Super-D model was introduced
1985 - Started manufacturing of RX-100cc motorcycle in technical collaboration
with Yamaha Motor Company, Japan
1985 - Installed “UYEMURA”, automatic electroplating plant
1989 - Introduction of indicators in existing 175cc Rajdoot motorcycle
1990 - Up gradation of 175cc motorcycle by introducing newer technology and
styling such as bringing in of EXCEL-T with telescopic front forks/modern system
1993 - Electronic ignition system of Rajdoot launched
1995 - Started manufacturing 50cc moped on 31st March
1996 - ISO 9001 was achieved
1997 - Launch of Yamaha RXZ and 175cc Escorts ACE
1998 - YBX 4-stoke bi-wheeler was launched
2000 - YD-125 launched
2000 - Share of Yamaha Motor Company, Japan rose to 74%, so take over of
Escorts Yamaha Motor Ltd. (EYML) and conversion to Yamaha Motor Escorts
Ltd. (YMEL)
2000 - Yamaha Crux launched in December
2001 - On 14th June, Yamaha Motor Escorts Ltd. was officially taken over by
Yamaha Motor Company, Japan
2002 - Libero



Recent Changes

On 14th June, 2001, Yamaha Motor Escorts Limited was officially taken over by
Yamaha Motor Company Limited, Japan.

Objectives of Yamaha Motor Company Limited :

1. Customer satisfaction strengthened by improving dealer network, the shops and
making customer more comfortable.
2. Strengthening research and development.
3. New motto “Speed, Quality, Yamaha’s Original Design”.
4. Optimizing the internal working system.
5. Yamaha the Kando company. Kando is a unique Japanese word which means
“Touching People’s Hearts”.



Product Range of Escorts Group

Agri Machinery Telecom Informatio Healthcare Bi - Wheelers Construction & Auto & Financial
n Material Railway Services
Technology Handling Components
Equipment
Escorts Ltd. Escotel Escorts Escorts Yamaha Escorts Escorts Ltd. Escorts
- Tractors Mobile Technologi Heart Motor Construction - Shock Finance
• Escort Communic es Ltd. Institute & Escorts Ltd. Equipment Ltd. Absorber Ltd.
• Farmtrac ations Ltd. - Research - Motorcycles - Pick-n-carry - Telescopic - Bike

• Powertrac - Cellular Professiona Centre Ltd. • Yamaha Cranes Front Finance

- Paddy Telephone l Services RX-135 - Front End - Forks & Mc - Car

Transplanters Services - Project Escorts • Yamaha Loaders Pherson Struts Finance

- Sugarcane Based Hospital & RXZ - 360 Slew Railways - CV

Harvesters Software Research • Yamaha Cranes - Air Brakes Finance
Developme Centre Ltd. YBX - Articulated - Electro - Earth

Escorts Claas nt • Yamaha Boom Cranes Pneumatic Moving

Ltd. - YD-125 - Forklifts Brakes Equipment

- Combine Enterprise • ACE-175 - Vibratory - Couplers Finance



Harvesters Level • Rajdoot Rollers - Shock - Plant
Crop Tiger Software • Yamaha - Aerial Absorber Hiring
• Track Implement RX-100 Platform - Rail Fastening - FD
Version ation • Yamaha - Vulcanised - Mutual
• Wheel Crux Escorts JCB Parts Funds
Version] CA Ltd. - Securities
Escosoft - Bach Hoe Goetze India Trading
Carraro India Pvt. Ltd. Loaders Ltd. - Personal
Ltd. - Articulated - Piston Rings Investment
- Transmissions Esconet Loading Shovels - Aluminium s
& Axles Services - Front End Cylinder - Advisory
Ltd. Loaders Blocks Services
Long - Health - Track - Cylinder
Agribusiness Portal Excavators Liners
LLC - Internet - Skid Steers
Service Escorts Mahle
POL-MOT Provider Ltd.
Escorts Spoika - Mobile - Pistons &
Zoo Service Pins

Automatrix Escorts



india.com Employees
Ancillaries Ltd.
- Carburetors



President’s Message

Creating Kando that exceeds the expectations of our customers

In April of this year, the Yamaha Group inaugurated its new YGP2010 (Yamaha
Growth Plan 2010) medium term business plan, which will take the company
through March, 2010. Under this medium term plan the musical instrument, pro
audio, music software, AV/IT and device domains based on sound, music and
network technologies have been redefined as the domain of "The Sound Company."
This move reflects our goals of achieving sustainable growth and acquiring
management resources in a focused and proactive manner.

The Yamaha Group will continue to strive to provide satisfaction to our customers
and to create "Kando" that exceeds their every expectation, by using both leading-
edge and traditional technology to supply products and services built on a
foundation of sensitivity and creativity.

We look forward to your continued support.

June 2007
President and Representative Director
Mitsuru Umemura



Yamaha History

1887

Torakusu Yamaha builds his first reed organ
and begins taking orders for more.

1897

Nippon Gakki Co., Ltd. is established with
Torakusu Yamaha as president.

The company fulfills its first export order: 78
organs for Southeast Asia.



1900

Yamaha begins making upright pianos.

1902

Yamaha produces its first grand piano.

1903

The company makes use of its woodworking
expertise to begin building fine furniture.



1904

A Yamaha piano and organ are awarded the
Honorary Grand Prize at the St. Louis World's
Fair.

1914

Yamaha introduces its first harmonica and, later
that year, begins exporting harmonicas
worldwide.



1922

Yamaha begins production of high-quality hand-
wound phonographs.

1930

Yamaha opens the world's first acoustics
research room.

1931

Yamaha engineers the acoustics of Japan's new
Diet halls.



1932

Yamaha begins production of pipe organs.

1935

The Magna Organ debuts.

1942

Yamaha creates its first acoustic guitar.



1951

The Yamaha Building opens on Tokyo's Ginza.

1953

President Genichi Kawakami begins seriously to
investigate overseas markets.



1954

The Yamaha Music School system is
inaugurated.

Yamaha manufactures its first Hi-Fi Player.

The company's expertise in metallurgical
technologies leads to the manufacture of the first
Yamaha motorcycle, the YA-1. First-year
production: 125.

1955

The success of Yamaha motorcycles results in
the founding of



1958

The company forms its first overseas subsidiary,
Yamaha de Mexico S.A.

1959

The Yamaha Technical Laboratories are opened.

Yamaha develops an electronic organ, the
Electone.

Yamaha takes advantage of its materials
expertise to create a line of fiberglass-reinforced
archery equipment.



1960

Yamaha founds a U.S. subsidiary.

1961

Following on the success of Yamaha archery
equipment, the company develops and markets
the first FRP skis. Yamaha diversifies into the
manufacture and sales of alloys.

1962

Yamaha Recreation Co., Ltd., is formed.



1964

Yamaha holds the first Electone Concours.

1965

Yamaha begins producing wind instruments.

The first overseas Yamaha Music School opens
in Los Angeles.



1966

Yamaha expands into Europe with the founding
of Yamaha Europa GmbH, in West Germany.

The Yamaha Music Foundation

Yamaha markets its first guitars and drums.

Yamaha Music Schools open in Mexico, Canada
and Thailand.



1967

Yamaha opens Nemu-no-Sato, a unique resort
devoted to music as well as recreation.

Yamaha unveils the CF concert grand piano.

1968

Yamaha produces its first line of hi-fi stereo
equipment.



1969

Sviatoslav Richter uses a CF concert grand for
his Italian tour.

1970

In Tokyo, Yamaha stages the First World
Popular Song Festival.

1971

Yamaha begins semiconductor production.



1972

Yamaha sponsors the First Junior Original
Concert.

Yamaha launches wind instruments developed in
cooperation with the Vienna Philharmonic
Orchestra.



1974

Yamaha debuts the NS1000M speaker, with a
beryllium diaphragm, as well as the company's
first synthesizer, the CSY-1, and mixing console,
the PM-1000.

Yamaha opens the Tsumagoi resort for music
and sports.

In West Germany, Yamaha sponsors the first
Junior Original Concert to be held outside
Japan.



1975

Yamaha sports equipment manufacturing
diversifies into tennis rackets.

Full-scale manufacture and marketing of
Yamaha fine furniture begins.

1976

Yamaha begins production of electric and
electronic pianos.



1977

Yamaha opens the Atelier for Wind Instruments
in Tokyo.

1978

Yamaha opens the Atelier for Wind Instruments
in Hamburg.



1980

Yamaha opens the Piano Technical Academy in
Tokyo.

PortaSound, a



1982

Yamaha develops a line of carbon composite golf
clubs.

Yamaha introduces a compact disc player, the
CD-1.

Yamaha markets its first Disklavier.



1983

Yamaha markets the
piano, and the DX-7 Digital

Yamaha debuts the CF concert grand piano.

Yamaha begins production of custom-made
LSIs.

1984

Yamaha synthesizes a range of proprietary
technologies to produce its first industrial robots.



1985

The Yamaha R&D Studio opens in Tokyo.

1986

Yamaha markets the DSP-1 Digital Sound Field
Processor.

The Atelier for Wind Instruments opens in
Vienna.



1987

The Piano Artist Service Center (C.E.A.A.)
opens in Paris.

Yamaha opens the R&D Studio in London.

In Tokyo, Yamaha stages the First Band
Explosion World Final.

The company name is officially changed to
"Yamaha Corporation" to mark the 100th
anniversary of its founding.



1989

The Museum of Modern Art, New York,
acquires the Wind MIDI Controller WX7 for its
collection.

Yamaha ships the world's first CD recorder.

1990

Yamaha opens a showroom in what was
formerly East Berlin.



1991

Production of pianos and wind instruments both
surpass the 5-million mark.

The Junior Original Concert program celebrates
its 20th anniversary.

The Museum of Modern Art, New York, adds
the Active Servo Processing Speaker YST-SD 90
to its collection.



1992

Fin Christian Jagge (Norway) wins a gold medal
in the Albertville Winter Olympics with
PROTO-SL skis.

Yamaha receives a letter of citation from the
Vienna Philharmonic Orchestra.

Kemble & Company (U.K.) receives the Queen's
Award for Export Achievement.



1993

Yamaha creates the world's first forged titanium
golf clubs.

Yamaha debuts the Silent Piano series, the VL1
and VP1 Virtual Acoustic Synthesizers, and the
CD-Recorder CDE-100, CDE-100H10.

1994

Yamaha markets the Grand Piano Silent Series.



1995

Yamaha introduces the Silent Brass System and
the GranTouch digital piano.

1996

Yamaha releases the



1997

Yamaha Kagoshima Semiconductor facilities
achieve ISO14001 Certification.

Stanford University and Yamaha unveil the
Sondius-XG joint licensing program.

Ryuichi Sakamoto debuts Internet MIDI Live.

Yamaha markets a



1998

Kakegawa Piano Factory and Yamaha
Electronics Manufacturing (Malaysia) Sdn. Bhd.
achieve ISO14001 Certification.

Denis Matsuev plays a CFIIIS concert grand to
place first in the Tchaikovsky International
Piano Competition.

Yamaha markets a

Yamaha combines proprietary technologies to
create the Digital Sound Field Processor, a
standard-setting home theater system.



1999

Yamaha's Iwata Metal,
and Saitama Brass factories achieve ISO14001
Certification.

Yamaha markets a multimedia speaker system
for PCs.



2000

Yamaha launches the
Network Interface Technology) Licensing
Campaign.

Yamaha begins
Distribution Service in Japan and Taiwan.

Yamaha crafts a selection of commemorative
pianos to celebrate one hundred years of piano
manufacturing.

Yamaha founds a record company, Yamaha
Music Communications Co., Ltd.



2001

Yamaha establishes Audio & Video Products
Sales Subsidiary in Shanghai.
All Yamaha Production Sites achieve ISO14001
Certification.
Yamaha establishes Musical Instrument Sales
Subsidiary in South Korea.
Yamaha markets a



2002

Yamaha closes Archery Products Business.
Yamaha markets a
Yamaha markets an
Yamaha establishes Investment Holding
Company in China
Yamaha establishes AV/IT Manufacturing
Company in Suzhou,
China, Yamaha
Electronics (Suzhou) Co., Ltd., .
Yamaha establishes Holding Company in
Europe.

2003

Yamaha markets "Vocaloid" Singing Synthesis
Technology.
Yamaha establishes Musical Instrument
Manufacturing Subsidiary in China
Yamaha withdraws from CD-R/RW Business



PRODUCTS
&



SERVICES



PRODUCTS & SERVICES

Products



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Country & Regions:

 North America
 Canada
 Europe
 United States
 Austria
 Belgium
 Latin America
 Brazil
 Denmark
 France
 Asia / Middle East / Africa / Oceania
 Australia
 Brunei
 Cambodia
 China
 Mexico
 Germany
 India
 Ireland
 Korea
 Italy



FINANCIAL

HIGHLIGHTS



Financial Highlights

Yamaha Corporation and Consolidated Subsidiaries
Years ended March 31

Millions
of U.S.
Dollars
Millions of Yen (Note 2)
FY2004.3 FY2005.3 FY2006.3 FY2007.3 FY2008.3 FY2008.3
For the year:
Net sales (Note 1) ¥539,506 ¥534,079 ¥534,084 ¥550,361 ¥548,754 $5,477.13
Operating income 45,056 35,695 24,135 27,685 32,845 327.83
Net income 43,541 19,697 28,123 27,866 39,558 394.83
At year-end:
Total net assets ¥259,731 ¥275,200 ¥316,005 ¥351,398 ¥343,028 $3,423.77
Total assets 508,731 505,577 519,977 559,031 540,347 5,393.22

U.S.
Dollars
Yen (Note 2)
Per share:
Net income ¥210.63 ¥95.06 ¥136.04 ¥135.19 ¥191.76 $1.91
Net assets 1,259.28 1,334.51 1,532.62 1,680.91 1,646.44 16.43
Cash dividends
15.00 20.00 20.00 22.50 50.00 0.50
(Note 3)

Notes:
1. Figures for net sales do not include national consumption tax.


2. U.S. dollar amounts are translated from yen, for convenience only, at the rate of
¥100.19=US$1.00, the approximate rate of exchange on March 31, 2008.
3. A per-share dividend for FY2008.3 includes special dividend of ¥20.



Corporate Citizenship

Products and Services Attuned to People's Needs, in Harmony with the Environment
At Yamaha, we believe that our most fundamental reason for being is to contribute
to the enhancement of the quality of life everywhere we do business. Here are three
of the most important ways we work to achieve that goal.

Making Music Around the World: The Yamaha Music Foundation
Since its creation in 1966, the Yamaha Music Foundation has coordinated an
enormous range of Yamaha corporate endeavors, all dedicated to nurturing and
enhancing the love of music around the world. In addition to our network of
Yamaha Music Schools, now operating in more than 40 countries, we sponsor
concert series and special events that include Junior Original Concerts and the
International Electone Concours/Festival.

Placing Top Priority on Environmental Issues
Recognizing our relationship with the environment as a vital aspect of our corporate
activities, Yamaha is committed to environmental preservation. In 1993, we
formulated our Environmental Action Plan, adopting voluntary management
standards stricter than legally mandated ones. Our numerous environmental
preservation initiatives include the elimination of ozone-depleting substances from
our manufacturing processes, the adoption of energy conservation policies, the
reduction of waste products, and commercialization of environmentally sound
products.



By March 2003, all of our production facilities in Japan and overseas and the
majority of our resort facilities had acquired ISO14001 environmental management
certification, and we are working to extend this certification throughout our
organization.

Yamaha's Global Commitment

Although Yamaha was "born" in Japan, we are today one of the most cosmopolitan
and international companies in our industry, with a network of subsidiaries and
joint ventures in some 20 countries in the Americas, Asia, the Pacific and Europe.
Our manufacturing facilities are spread over 15 locations in seven different
countries. And our products and services are enjoyed by people in virtually every
nation and region on the planet.

At Yamaha, we believe that the love of music is shared by all people. In all our
activities, we are committed to making the world a better, more enjoyable place to
live by enhancing and extending the joys of music to every corner of the globe.
That's why our corporate credo is Creating 'Kando' Together.



Hierarchial Structure of Yamaha Motor Limited

1. Senior Management
• Executive Director
• Vice President
• Associate Vice President
• Chief General Manager
• Deputy General Manager

2. Middle Management
• Department Chief Manager
• Manager
• Assistant Manager

3. Junior Management
• Senior Superintendent
• General Supervisor / Superintendent / Senior Engineer
• Supervisor / Assistant Superintendent / Engineer



REASONS FOR NOT PURCHASING A MOTORCYCLE

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%

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FAMILY CANNOT HIGH PRICE UNSAFE UNECONOMICAL NO CARRYING
BE SPACE
ACCOMODATED



DISTRIBUTION

NETWORK



Distribution Network

Yamaha Motor Limited has a very systematic and well developed distribution
network. It uses a very simple, Two-way distribution system, to reach out to its
customers which is as follows :

There are two movements involved in the above distribution system :
1. Primary Movement - From the Plant to the Depot
2. Secondary Movement - From the Depot to the Dealer

Its distribution network covers 500 dealers (which consists of 250 main dealers and
other sub-dealers and stockists) through 22 depots spread all over the country. With
such an extensive distribution network, Yamaha Motor Limited is sure to reach
every part of the country.

Working of the Distribution Network

The working of the distribution network is quite easy to understand. Before the
motorcycles leave the plant, they are levied with the excise, after that they are
transported safely to the depots from where they are transported to the retailers
and then finally to the customers.

Special Cases

There are some special cases in which the delivery of the motorcycles is to be
hurried due to increased demand in a short span of time. Here the distribution
network, which is followed, is as follows:



Over a span of few decades, Yamaha has developed a sound and efficient
distribution system by building good and healthy relations with the depot incharges
and the retailers. Yamaha also provides the necessary incentives to the depots and
the dealers when required.

Benefits from summer training at yamaha motors limited
Summer training in Yamaha Motor Limited was my first step into the corporate
world. It was a great learning experience for me and helped me to a great extent in
acquiring skills that are essential for working in an organisation. This exposure also
helped me in improving my interpersonal and communication skills. I have now
understood the importance of discipline in life and strongly feel that to be successful
in life, one has to be disciplined and focused.

The training proved to be very beneficial for me as it helped me in inculcating
various skills which are as follows:

Team Working

The work environment at Yamaha Motor Escorts Limited gave me an opportunity
to explore my team working skills and gave me a better understanding of how to
work in co-ordination with my colleagues as a team which is a pre-requisite for any
successful corporate house.

Communication Skills

There was a lot of interaction with all types of people working in the organization.
These people included my colleagues, my project guide and other employees. This
helped in improving my interpersonal skills as I learnt to put forward my ideas and



suggestions using the right words and phrases. For the collection of the primary
information on motorcycle segment, I had to communicate with the dealers which
improved my verbal skills. For getting the questionnaires filled by the respondents,
sometimes I had to interact with them in the local language.

After the completion of the project, I submitted a formal report to Yamaha Motor
Escorts Limited, which improved my writing skills.

Time Management

“Waste of time is a waste of money”. I realized the importance of this phrase during
my one and a half months of summer training. The organization environment,
which I was exposed to, enhanced my time sensitivity and taught me how useful it is
to manage your time and finish the work assigned in time. Regular going to
workplace and reporting on time helped me use my time in the most efficient
manner.

Data Analyzing Skills

The data collected by me through questionnaires had to be analysed and put in a
desired manner. I was required to present the data in the form of diagrams
including pie charts, bar diagrams, multiple bar diagrams, which greatly helped me
enhance my analytical skills.

Computer Skills

In the course of my training, I got an opportunity to work on different computer
programs like MS Excel, MS PowerPoint, etc., which helped me improve my
knowledge about computers. Also for the collection of some primary data, I had to
surf the net, whereby I learnt to work my way around the net.



Decision-Making Skills

As I was given the authority to frame the questionnaires, some important decisions
regarding the framework of questionnaires had to be taken by me. This made me
realize that decision-making is an integral part at every level in the corporate
hierarchy and helped me to take quicker and wiser decisions.

Listening Skills

I also developed very good listening skills during my summer training project. I had
to be very attentive while listening to the instructions given by my project guide. I
also learnt the art of listening to other people’s suggestions and taking them into
account.

Personality Development

Above all the skills that I have acquired working at Yamaha Motor Escorts Limited,
the most important is the overall development in my personality. I learnt how to be
patient and tolerant towards the varied moods of the respondents. Taking decisions
and handling responsibilities boosted my self-confidence. The encouragement and
continuous support of my superiors and colleagues made me more determined and
motivated towards my work, inspite of the difficulties faced by me at every step.

Scope for Improvement

I feel that there is still a lot of scope for improvement in my personality and my
interpersonal skills. I should learn more on the art of interacting with people.

I would like to conclude by saying that my summer training experience helped me in
preparing for my future pursuits and encouraged me to believe in my abilities. The



constant encouragement by my superiors motivated me to do the best and helped
me to look at every obstacle as a springboard to success.

FACTORS INFLUENCING PURCHASE

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45
42
40
40

35

30 29

24
25

20

15
15
11
10

5

0
S

TY
IC

S

S
R

S
ND

AD

EW
AN

LE

AD

LI
IE

BI
EA
H

VI
ER

TV
FR

SI
EC

D

E
AP

VI
N
Y/
M

I
SP

AD
IL

AZ
M

EW

O
AG
FA

R
N

M

N
O



SELECTION CRITERIA

80

71
70

60

50

40
%

34
32
29
30

21
20 17
13
12
9
10

0
ST
Y

E

P

E
Y

ER
KS

E
M

IC

U

AG
IT

O

LU
CK
NO

W
PR

O

C
IL

IM

VA
LO

PO
AB

E
PI
O

C

D
EC

R

LE
EN

AN
DU

SA
EL

IN

BR

RE
TA
FU

N
AI
M



Progression of Products of Escorts Group

A chronological view of introduction of Escorts’ products

1954 - Piston rings and cylinder lines tractors
1962 - Motorcycle, Railway couplers
1963 - Automatic shock absorbers
1965 - Escorts tractors
1969 - Ford tractors
1960 - Pistons
1961 - Assembly of
1971 - Industrial and Construction equipment
1979 - Excavator loaders
1981 - Yamaha RX100 (100cc motorcycle)
1985 - Electronic EPABX
1991 - Harvester combines
1992 - VSAT satellite communication systems
1994 - Manufacture of 50cc moped
1996 - Joint venture with Yamaha Motor Company, Japan

Additional Information on YML

Company Name : Yamaha Motor Limited
Location : Faridabad (Suburb of New Delhi)
Established : November, 1995
Representative Director : Mr. Tadayoshi Suganuma (Currently Joint Managing
Director of YMEL)
Capital : 270 million rupees (approx. 6.2 million U.S. dollars)
Employees : Approx. 3,400
Site Area : 404,182 m2


Building Area : 111,446 m2

Business : Manufacture and marketing of motorcycles
Projected Sales : FY 2003 : Approx. 440,000 units/year (approx. 14.9 billion rupees
or 343 million U.S. dollars)

Competitors Key Players

The key players in the motorcycle segment are as follows :

The motorcycle majors - Hero Honda, Yamaha Motor Ltd., TVS -Suzuki &
Kawasaki Bajaj dominate the industry. These players account for about 92% of the
total motorcycle sales. These four players cover both categories of motorcycles, the 2
- stroke and the 4 - stroke models. Hero Honda and Kawasaki Bajaj industries are
involved in the production of 4-stroke models only. TVS - Suzuki is providing only 2
- stroke models. Whereas Yamaha Motor Ltd. is the only group to produce both 2
-stroke and 4 - stroke models.

In present scenario, the Hero Honda group is the market leader in motorbike
industry. They are producing models which are highly appreciated by the customers
and match with the market demand and requirements.



Low sales of Yamaha crux

An ambitious target of doubling sales this year to three lakh motorcycles

The Yamaha Crux made a very quiet and unannounced entry, without much
fanfare as a first taste of Japanese strategy after Yamaha took 100% control over
the joint venture with Escorts. The bike therefore does not carry the latter name.
Obviously they felt that price alone was the sole criterion. At almost 9,000 rupees
less than their earlier offering –the YBX, there is some sense in this and the Crux
has crossed in 2 months the sales figure of the YBX, even without any advertising.



REASONS FOR NOT PURCHASING A MOTORCYCLE

60

51

50

42

40 39 39

30
%

20

15

10

0
FAMILY CANNOT HIGH PRICE UNSAFE UNECONOMICAL NO CARRYING
BE SPACE
ACCOMODATED



DID YOU KNOW ABOUT CRUX AT THE TIME OF
BUYING YOUR BIKE

37%

YES
NO

63%

DID YOU GO TO SEE CRUX AT ANY OF YMEL DEALER

39%

YES
NO

61%



HOW DO YOU KNOW ABOUT CRUX

12

10 10 10
10
9

8
7

6

4
3

2
2

0
IT
AL

Y

IC

S
ER
R
T

AD
S

LE

AN
CI

LI
N

TH
BI

EA
ER

W

H

ER
O
SI

EC
O

D
M

AP
VI

Y
D
M

M
EL

AN
N

SP
AD
CO

YM
IE

EW
O
FR
TV

R

N
N
O



DID YOU GO FOR TEST DRIVE OF CRUX

27%

YES
NO

73%



REASONS FOR NOT LIKING CRUX

2%
17% 12%
BRAND IMAGE

POOR MILEAGE
5%
REPUTATION OF DEALER NOT
GOOD
8% COLOURS

LESS POWER

FRIENDS DID NOT ADVISE

25%
MECHANIC DID NOT ADVISE

BODY STYLING

28%

3%



DID YOU KNOW ABOUT CRUX AT THE TIME OF BUYING YOUR BIKE

37%

YES
NO

63%



DID YOU GO TO SEE CRUX AT ANY OF YMEL DEALER

39%

YES
NO

61%



FROM WHERE DID YOU COME TO KNOW ABOUT CRUX

25

22

20
20
18

15
13
%

10 9
8

5 4

0
IT

L
Y

IC
S

ER

R
IA
T
AD
S

LE
N
LI

C
N

TH

HA
BI

EA
ER
W

ER

SI

O

EC
O

D
M
AP

VI

Y
D

M

M

EL
AN
N

SP

AD

O

YM
IE

C
EW

RO
FR

TV
N

N
O



FUNCTIONS
OF
THE
DEPARTMENTS



Functions Of The Various Departments In Yamaha Motor Limited

To understand the working of the complete plant, one has to know the working of
each department.

Functions have been divided into five important departments:

• Manufacturing Operations
• Marketing
• Product Engineering
• Finance
• Project

Manufacturing Operations

The group comprises of manufacturing engineering, industrial engineering,
planning and control, material, manufacturing, quality control and inspection, plant
engineering/maintenance, personnel, administration & finance.

Manufacturing Engineering

Manufacturing engineering comprises of process engineering, project planning , tool
room, tool maintenance, CNC machines and tooling S.P.M capital budgeting.

Usefulness Of The Project

The project carried out by me proved to be very beneficial. The parties which got
the benefits include :



Yamaha Motor limited

• We were able to identify the lack of awareness about Yamaha Crux. This would
certainly help Yamaha in framing its future promotional policies.
• The weaknesses and the threats, which Yamaha Crux is facing were also
identified in the SWOT Analysis. This would help YML in taking some
preventive measures.
• In the SWOT Analysis, some important opportunities were identified. This
would help YML as it could make use of these opportunities.

Customers

• Through the market survey, we were able to identify the reasons why people did
not like Crux. So this would invariably help the customers because they will get
a product, which suits their taste.
• With more promotional activities as suggested by me, the customers will be able
to identify the product.

Stakeholders

• With the increase in the awareness level of Yamaha Crux, more and more people
will buy it, thereby increasing the profits of the company, which will directly
benefit the shareholders.

Distributors

• They will now get more incentives than before.
• If the profit of the company increases, their profit will also increase.



LIMITATIONS



Limitations

Although the research work carried out was successful, but there were some
limitations, which are as follows:

• Duration for the training was short.

• Respondents might not have given the correct information.

• The sample area was concentrated to New Delhi only and other cities could not
be covered due to lack of time.

• The sample size of the research was very small, which may have given some
wrong picture.



CONCLUSIONS



Conclusion (Switch Over Trends)

In the scooter market, our main objective was to find out the number of customers
who want to shift from scooters to motorcycles.

Analyzing the market survey, we concluded that:

34% of the scooter owners plan to buy a motorcycle in the future. Out of these 34%
customers:

33% customers want to buy within 1 year
33% customers want to buy after 1 year
19% customers want to buy within 6 months
10% customers want to buy within 3 months
5% customers want to buy within 1 month

66% of the scooter owners do not plan to buy a motorcycle in future. From these
66% customers, we enquired about the awareness of Yamaha Crux and the results
were as follows:

65% customers do not know about Yamaha Crux
35% customers know about Yamaha Crux



RECOMMENDATIONS



Recommendations

However the company implemented the change process effectively, but there were
still some weaknesses. So, I would recommend some ideas, which the company could
have implemented for a successful change process and I will also give some
recommendations on future measures, which the company can take to bring about
effective change. These are as follows:

• YMI went for the installation of new machinery to cope up with the
technological changes. Instead of installing the new machinery, they could have
got the old machinery upgraded. This would have saved a lot of extra cost
incurred.

• YMI must respond to changes in its environment quickly. When competitors
introduce new products or services, government agencies enact new laws,
important sources of supply go out of business, or similar environmental
changes take place, YMI should respond quickly and should make plans to
implement changes so as to bring about an effective and a planned change
process. This type of a change process will ensure less resistance from the
employees.

• YMI must try to build good relations between employees in the organization, as
the people working in the organization are a mixture of Japanese and Indians,
which are totally different cultures. So maximum co-ordination between the
Indians and the Japanese employees should be forced so as to improve the
overall efficiency of the employees.



• To improve the working environment within the organization, YMI should
organize cultural programmers so as to get the Japanese and the Indian culture
together. This would fill up the cultural gaps between employees in the
organization and they would respect each other’s cultures, which in turn is good
for a bright future of the company.

• They should do advertising of the Yamaha crux, as when this bike was
introduced there was no publicity at all so, I recommend there should high
level publicity so that it create awareness in the market. As awareness will
create demand automatically.



QUESTIONNAIRE



QUESTIONNAIRE (Scooter Owners)

NAME : __________________

PHONE : _________________

AGE : ____________________

ADDRESS : _______________

OCCUPATION :

BUSINESS SERVICE SELF EMPLOYED
STUDENT OTHERS

MONTHLY INCOME (in Rs) :

5000 - 10000 10000 - 15000 15000 - 20000
20000 - 25000 25000 & ABOVE

MARITAL STATUS :

SINGLE MARRIED

IF MARRIED, HOW MANY MEMBERS ARE THERE IN YOUR FAMILY :

TWO THREE FOUR
FIVE FIVE & ABOVE



Q1) WHICH SCOOTER DO YOU OWN

MODEL: ________________
YEAR: __________________

Q2) WHCH VEHICLE DID YOU OWN PREVIOUSLY

_________________________

Q3) WHY DID YOU PURCHASE THIS SCOOTER (MARK ONE OR MORE
CHOICES)

BETTER FUEL EFFICIENCY MORE POWER
BETTER STYLING LOW MAINTENANCE
REASONABLE PRICE SAFETY

Q4) WHAT INFLUENCED YOU TO BUY THIS SCOOTER (MARK ONE OR
MORE CHOICES)

SPOUSE CHILDREN SELF PERCEPTION
PARENTS FRIENDS MECHANIC
FINANCE SCHEMES ADVERTISEMENT

Q5) HOW WOULD YOU EVALUATE YOUR PRESENT SCCOTER

GOOD AVERAGE POOR COMMENTS
MILEAGE ____________
STYLING ____________
POWER ____________
MAINTENANCE ____________



STABILITY ____________
STARTING ____________

Q6) FOR WHAT PURPOSE DO YOU GENERALLY USE YOUR SCOOTER
FOR GOING TO WORK FOR GOING TO COLLEGE
FOR FAMILY PURPOSE FUN RIDING

Q7) DO YOU PLAN TO BUY A MOTORCYCLE
YES NO

IF YES, GO TO Q9) & PROCEED FURTHER
OTHERWISE, ATTEMPT Q8) & STOP

Q8) IF NO, WHAT ARE THE REASONS (MARK ONE OR MORE CHOICES)
UNECONOMICAL HIGH PRICE FAMILY CANNOT BE
ACCOMODATED
UNSAFE NO CARRYING SPACE

Q9) IF YES, WHY DO YOU WANT TO BUY A MOTORCYCLE (MARK ONE
OR MORE CHOICES)
MORE POWER ECONOMY/MILEAGE BETTER STYLING
MORE COMFORTABLE MORE SAFE OTHER REASONS

Q10) WHICH KIND OF MOTORCYCLE DO YOU WANT TO PURCHASE
TWO STROKE 100CC 125CC
FOUR STROKE 150CC 150CC & ABOVE



Q11) WHEN ARE YOU PLANNING TO BUY A MOTORCYCLE
WITHIN 1 MONTH WITHIN 3 MONTHS
WITHIN 6 MONTHS WITHIN 1 YEAR
AFTER 1 YEAR

Q12) WHICH OF THE AVAILABLE MOTORCYCLES DO YOU WANT TO
PURCHASE (MARK ONE OR MORE CHOICES)
SPLENDOR CALIBER YAMAHA RX135
PASSION YBX 125 BOXER
CBZ FIERO LML
SAMURAI CD 100/SS ANY OTHER
__________

Q13) WHY DO YOU WANT TO GO FOR THIS PARTICULAR MODEL (MARK
ONE OR MORE CHOICES)
FUEL EFFICIENCY LOW MAINTENANCE BETTER
STYLING
MORE POWER BRAND IMAGE DURABILITY
REASONABLY PRICED BETTER FINANCIAL SCHEMES
TWO STROKE FOUR STROKE ANY OTHER

Q14) WHICH NEWSPAPER DO YOU READ
_________________________

Q15) AT WHAT TIME DO YOU GENERALLY WATCH TELEVISION
6 PM - 8 PM 8 PM - 10 PM 10 PM - 12 PM ANY OTHER TIME



Q16) WHICH CHANNELS AND PROGRAMMES DO YOU GENERALLY
WATCH
1._________________________
2._________________________
3._________________________

Q17) DO YOU KNOW ABOUT YAMAHA CRUX
YES NO
Q18) FROM WHERE DID YOU COME TO KNOW ABOUT YAMAHA CRUX
(MARK ONE OR MORE CHOICES)
TELEVISION NEWSPAPER FRIENDS MAGAZINE
MECHANIC DEALER ON ROAD VISIBILITY
ANY OTHER _______________
Q19) DO YOU KNOW THAT YAMAHA CRUX IS REASONABLY PRICED AND
GIVES A GOOD MILEAGE
YES NO
Q20) YOUR IDEA ABOUT THE FOLLOWING
SPLENDOR CALIBER
PRICE __________ PRICE __________
MILEAGE _______ MILEAGE _______
CD 100/SS CRUX
PRICE __________ PRICE __________



QUESTIONNAIRE (Splendor / Caliber / CD 100/SS Customers)

NAME : __________________

PHONE : _________________

AGE : ____________________

ADDRESS : _______________

OCCUPATION :
BUSINESS SERVICE SELF EMPLOYED
STUDENT OTHERS

MONTHLY INCOME (in Rs) :
5000 - 10000 10000 - 15000 15000 - 20000
20000 - 25000 25000 & Above

MARITAL STATUS :
SINGLE MARRIED

IF MARRIED, HOW MANY MEMBERS ARE THERE IN YOUR FAMILY :
TWO THREE FOUR
FIVE FIVE & Above



VEHICLE OWNERSHIP DETAILS :
PREVIOUS VEHICLE CURRENT VEHICLE
MODEL : _______________ MODEL : _______________
YEAR : _________________ YEAR : _________________

USAGE : _____ Km/Day (AVERAGE)
PILLION RIDING (%) : OFTEN SOMETIMES

Q1) WHICH FACTORS INFLUENCED YOU TO BUY THIS MOTORCYCLE
(RANK FIRST 3 PRIORITIES)
TV ADS PRINT/NEWSPAPER ADS
DEALER MECHANIC
FAMILY/FRIENDS AUTO MAGAZINE VIEWS
ON ROAD VISIBILITY

Q2) WHILE SELECTING, WHICH OF THE FEATURES WERE THE MAIN
CRITERIA (RANK FIRST 3 PRIORITIES)
PRICE BRAND IMAGE
FUEL ECONOMY LOOKS/STYLING
DURABILITY LOW MAINTENANCE COST
PICKUP POWER
RESALE VALUE



Q3) IMPRESSION ABOUT YOUR MOTORCYCLE
GOOD AVERAGE POOR COMMENTS
LOOKS ___________
POWER ___________
PICKUP ___________
MAINTENANCE COST ___________
(MARK GOOD IF LESS MAINTENANCE COST)
RIDING COMFORT ___________
STABILITY ___________
OTHER _____________ ___________

Q4) WHAT IS THE FUEL EFFICIENCY (EXPECTED, IF NOT CALCULATED)
OF YOUR MOTORCYCLE
a) CALCULATED __________ b) EXPECTED __________
[ONLY ONE OF THE ABOVE IS TO BE FILLED]

Q5) WHICH NEWSPAPER DO YOU GENERALLY READ
__________________________

Q6) WHICH TV CHANNELS DO YOU GENERALLY WATCH
1. _______________________
2. _______________________
3. _______________________
Q7) BEFORE PURCHASING YOUR BIKE, COMPARISON WITH WHICH
OTHER MODEL DID YOU MAKE AND WHY
MODEL : __________ REASONS : _______________
__________ _______________
__________ _______________



Q8) DID YOU KNOW ABOUT YAMAHA CRUX AT THE TIME OF BUYING
YOUR MOTORCYCLE
YES NO (IF NO, PLEASE DO NOT ATTEMPT FURTHER)

IF YES,
Q9) HOW DO YOU KNOW (MARK ONE OR MORE CHOICES)
NEWSPAPER ADS TV COMMERCIAL FRIENS OWNS IT
YAMAHA DEALER MECHANIC ON ROAD VISIBILITY
ANY OTHER __________

Q10) DID YOU GO TO SEE CRUX AT ANY OF YAMAHA’S DEALER OUTLET
YES NO

Q11) DID YOU HAPPEN TO TESTDRIVE CRUX ANY TIME
YES NO

Q12) REASONS FOR NOT LIKING CRUX (MARK ONE OR MORE CHOICES)
HIGH PRICE
POOR MILEAGE
HIGH MAINTENANCE COST
BRAND IMAGE NOT GOOD
FRIENDS DID NOT ADVISE
MECHANIC DID NOT ADVISE
REPUTATION OF DEALER NOT GOOD
POOR BODY STYLING
COLOURS/GRAPHICS NOT GOOD
LESS POWER
Q13) DO YOU KNOW THAT YAMAHA CRUX IS REASONABLY PRICED AND
GIVES A GOOD MILEAGE
YES NO



Q14) WHAT IS YOUR PERCEPTION OF THE PRICE (Ex - Showroom) AND
MILEAGE OF THE FOLLOWING MODELS
SPLENDOR CALIBER
PRICE __________ PRICE __________
CD 100/SS CRUX
PRICE __________ PRICE __________



BIBLIOGRAPHY



BIBLIOGRAPHY

www.yamahamotor.com

www.google.com

www.wikipedia.com

Books:

Research & Methodology : C. R. Kothari


A project report on marketing strategy of yamaha products

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