8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 1/70
1
AMITY SCHOOL OF BUSINESS,NOIDA
TOPIC OF DISSERTATION:
³YAHAMA AND ITS COMPETITORS´
Submitted to:- Submitted by:-Mrs. Manita Matharu Bhawna mittal
C-01BBA(GEN)SEM:-6
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 2/70
2
Acknowledgement
In the completion of this project report, I have received encouragement and support
from various quarters, which need special mention.
I wish to acknowledge my indebtedness to Mrs. Manita Matharu, Amity Business
School, Noida, under whom this work has been completed, for extending all possible
cooperation.
I am also thankful to all those people of Amity Business School, who helped me
directly or indirectly during this period.
Mere acknowledgement may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.
BHAWNA MITTAL
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 3/70
3
Executive Summary
This project deals with a competitive analysis of Yamaha and its five other
competitors in the two wheelers automobile companies. Corner stone of this
research is about customer satisfaction regarding their respective bikes and the
service of the dealers from where they purchased their bikes. On the basis of a
customer survey, an effort is made to find Problem faced by Yamaha Motors and
what could be the solution to subsidize these problems so that they could becomenumber one bike selling company in the Indian market. This project is giving detail
information about service giving by Yamaha Motors dealer and by other major two
wheeler companies. The graphical comparison Between Yamaha motors and its
competitors is dealing all the aspect to provide a good bike vis-à-vis good service
from dealers of respective companies.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 4/70
4
Objectives of Research
Objective of the research is to make Yamaha India¶s number one customer oriented
company. Vis a vis doing a comparative study of Yamaha and its other competitor.
Other bike companies are:-
y Hero Honda
y Bajaj
y Tvs
y Honda
y Suzuki
LITREATURE REVIEW
Before the beginning of research, the information given by Yamaha was that They
were fourth best selling bike company in Indian market after Hero Honda, Bajaj
and Tvs
y Age group targeted by Yamaha was 18-24 years i.e. youth class.
y Models of Yamaha bikes are very good and it is liked by all Yamaha
customer
y advertisement were very poor
y people are looking for high speed bikes with fast pick up
y Yamaha performing well in the Indian market
MARKETING RESEARCH
MARKETING RESEARCH:_-
Marketing Research is the function that links the consumer, customer and public to
the marketer through information- information used to identify and define
marketing opportunities and problems; generate, refine and evaluate marketing
actions; monitor marketing performance; and improve understanding of marketing
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 5/70
5
as a process. Marketing Research specifies the information required to address
these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the findings
and their implications.
American Marketing Association-
Marketing research techniques come in many forms, including:
y Ad Tracking ± periodic or continuous in-market research to monitor a
brand¶s performance using measures such as brand awareness, brand
preference, and product usage.
y Advertising Research ± used to predict copy testing or track the efficacy of
advertisements for any medium, measured by the ad¶s ability to getattention, communicate the message, build the brand¶s image, and motivate
the consumer to purchase the product or service.
y Brand equity research - how favorably do consumers view the brand?
y Brand name testing - what do consumers feel about the names of the
products?
y Commercial eye tracking research - examine advertisements, packagedesigns, websites, etc by analyzing visual behavior of the consumer
y Concept testing - to test the acceptance of a concept by target consumers
y Coolunting- to make observations and predictions in changes of new or
existing cultural trends in areas such as fashion, music, films, television,
youth culture and lifestyle
y Buyer decision processes research - to determine what motivates people tobuy and what decision-making process they use
y Copy testing ± predicts in-market performance of an ad before it airs by
analyzing audience levels of attention, brand linkage, motivation,
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 6/70
6
entertainment, and communication, as well as breaking down the ad¶s flow of
attention and flow of emotion.
y Customer satisfaction research - quantitative or qualitative studies that
yields an understanding of a customer's of satisfaction with a transaction
y Demand estimation - to determine the approximate level of demand for the
product
y Distribution channel audits - to assess distributors¶ and retailers¶ attitudes
toward a product, brand, or company
y Internet strategic intelligence - searching for customer opinions in the
Internet: chats, forums, web pages, blogs... where people express freely about
their experiences with products, becoming strong "opinion formers"
y Marketing effectiveness and analytics - Building models and measuring
results to determine the effectiveness of individual marketing activities.
y Positioning research - how does the target market see the brand relative to
competitors? - What does the brand stand for?
y Price elasticity testing - to determine how sensitive customers are to price
changes
y Sales forecasting - to determine the expected level of sales given the level of
demand. With respect to other factors like Advertising expenditure, sales
promotion etc.
y Segmentation research - to determine the demographic, psychographic, and
behavioural characteristics of potential buyers
y Online panel - a group of individual who accepted to respond to marketing
research online
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 7/70
7
y Store audit- to measure the sales of a product or product line at a statistically
selected store sample in order to determine market share, or to determine
whether a retail store provides adequate service
y Test marketing - a small-scale product launch used to determine the likely
acceptance of the product when it is introduced into a wider market
y Viral Marketing Research - refers to marketing research designed to
estimate the probability that specific communications will be transmitted
throughout an individual¶s Social Network. Estimates of Social Networking
Potential (SNP) are combined with estimates of selling effectiveness to
estimate ROI on specific combinations of messages and media.
All of these forms of marketing research can be classified as either problem-
identification research or asproblem-solving research.
A company collects primary research by gathering original data. Secondary
research is conducted on data published previously and usually by someone else.
Secondary research costs far less than primary research, but seldom comes in a
form that exactly meets the needs of the researcher.
A similar distinction exists between exploratory research and conclusive research.
Exploratory research provides insights into and comprehension of an issue or
situation. It should draw definitive conclusions only with extreme caution.
Conclusive research draws conclusions: the results of the study can be generalized
to the whole population.
Exploratory research is conducted to explore a problem to get some basic idea about
the solution at the preliminary stages of research. It may serve as the input to
conclusive research. Exploratory research information is collected by focus group
interviews, reviewing literature or books, discussing with experts, etc. This isunstructured and qualitative in nature. If a secondary source of data is unable to
serve the purpose, a convenience sample of small size can be collected. Conclusive
research is conducted to draw some conclusion about the problem. It is essentially,
structured and quantitative research, and the output of this research is the input to
management information systems (MIS).
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 8/70
8
Exploratory research is also conducted to simplify the findings of the conclusive or
descriptive research, if the findings are very hard to interpret for the marketing
manager.
Marketing research methods
Methodologically, marketing research uses the following types of research designs:
Based on questioning:
y Qualitative marketing research - generally used for exploratory purposes -
small number of respondents - not generalizable to the whole population -
statistical significance and confidence not calculated - examples include focus
groups, in-depth interviews, and projective techniques
y Quantitative marketing research - generally used to draw conclusions - tests
a specific hypothesis - uses random sampling techniques so as to infer from
the sample to the population - involves a large number of respondents -
examples include surveys and questionnaires. Techniques include choice
modelling, maximum difference preference scaling, and covariance analysis.
Based on observations:
y Ethnographic studies -, by nature qualitative, the researcher observes social
phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over
several time-periods) - examples include product-use analysis and computer
cookie traces.
y Experimental techniques -, by nature quantitative, the researcher creates a
quasi-artificial environment to try to control spurious factors, then
manipulates at least one of the variables - examples include purchase
laboratories and test markets
Researchers often use more than one research design. They may start with
secondary research to get background information, then conduct a focus group
(qualitative research design) to explore the issues. Finally they might do a full
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 9/70
9
nation-wide survey (quantitative research design) in order to devise specific
recommendations for the client.
Limitations of MR
o MR complements a marketing manager¶s judgment, intuition, andunderstanding, rather than substitution for these.
o There can be errors of data collection, data handling or sample selection
process.
o Typically, research studies that use different methodologies report differing
results.
o Market research has a vital role to play in improving our understanding of
these markets but it cannot provide us with definitive answers.
o If respondents are effectively speculating themselves, rather than giving
information on how they regard or use an existing service, their views are of
limited value. It is also much easier to conclude whether there is some
demand amongst identifiable groups than to quantify it.
o Where primary research is extremely useful ?
It is used to test one or more specific hypotheses, a market is already mature and
the new product is a substitute for or alternative way of supplying something
familiar, the respondents are professional users and can employ business criteria
Where research is dangerous is when it attempts to answer questions where
uncertainty is unavoidable. Detailed forecasts without historical data are frequently
meaningless. It is often better to estimate broad orders of magnitude -and be explicit
about the uncertainties - than to delude ourselves with spurious precision.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 10/70
10
CONTENTSPAGE NO
0.0 Acknowledgement (i)
1.0 Executive Summary (iii)
2.0 Research Objectives (v)
3.0 Company Introduction 1-4
4.0 Yamaha Motor India 5-7
5.0 Models Of Yamaha 8-15
6.0 Location Of Manufacturing 16-17
7.0 Mission And Vision 18-21
8.0 Project Analysis 22-53
9.0
Problem Findings 54-57
10.0 Annexure 58-68
11.0 Bibliography 69-70
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 11/70
11
Company Introduction
HISTORY
The Yamaha Motor Co. is one of the best known motorcycle producers in the world
but I'll give a little historical information about the company as background for one
of the motorcycles I will show you: Torakusu Yamaha, born in 1851, founded the
Yamaha Musical Instrument Company in 1888. After ten years of growth he joined
with other businessmen to found the Nippon Gakki Company or, Japanese Musical
Instrument Company. Mr. Yamaha died in 1916 but his company survived
earthquakes, labor unrest and bombing of World War II. After the War, the then
company president, Gen-ichi Kawakami, decided to use what was left of the
company's war-time production machinery to set up a production line for a new
product: motorcycles. The new company would be named in honor of the founder.
In 1954 the first model was set for production. It was a 125cc, single cylinder two-
stroke patterned after the German DKW RT125. Yamaha designated this first
model the YA1. The YA1 was successful and by 1956 a second model was ready for
production. This was the YC1, a 175cc single cylinder two-stroke also based on a
DKW design, the RT175. In 1957 Yamaha began production of it's first 250cc, two-
stroke twin, the YD1. This was the beginning of a long line of two stroke twins that
lead Yamaha to the world's stage of motorcycle success.(This information was
condensed from "YAMAHA TWO-STROKE TWINS" by Colin MacKellar, an
excellent book, sadly out of print. Ever since its founding as a motorcycle
manufacturer on July 1, 1955, Yamaha Motor Company has worked to build
products which stand among the very best in the world through its constant pursuitof quality; and at the same time, through these products, it has sought to contribute
to the quality of life of people all over the world. Following on the success of our
motorcycles, Yamaha began manufacturing powerboats and outboard motors in
1960. Since then, we have used our engine and FRP technology as a base to actively
expand and diversify our areas of business. Today our fields of influence extend
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 12/70
12
from the land to the sea and even into the skies as our business divisions have grown
beyond our Motorcycles operations to include Marine operations, Power Product
operations, Automotive Engine operations, Intelligent Machinery operations, Sky
operations and our PAS operations.
In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations
by developing the Autolube System. This landmark solution was a separate oil
injection system for two-stroke models, eliminating the inconvenience of pre-mixing
fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer, which was
reflected in its first project carried out in the new Iwata, Japan Plant, built in 1966.
(The YMC headquarter was moved to Iwata in 1972.) Toyota and Yamaha teamed
up to produce the highly regarded Toyota 2000 GT sports car. This very limited
edition vehicle, still admired for its performance and craftsmanship, created a
sensation among enthusiast in Japan and abroad.
Genichi said, "I believe that the most important thing when building a product is to
always keep in mind the standpoint of the people who will use it." An example of the
commitment to "walking in the customers' shoes" was the move in 1966 by Yamaha
to continue its expansion. Overseas motorcycle manufacturing was established in
Thailand and Mexico. In 1968, the globalization continued with Brazil and the
Netherlands. With manufacturing bases, distributors and R&D operations in a
market, Yamaha could be involved in grassroots efforts to build products that truly
met the needs of each market by respecting and valuing the distinct national
sensibilities and customs of each country. Yamaha continues that tradition, today.
By the late 1960s, Yamaha had quality products that had proven themselves in the
global marketplace based on superior performance and innovation. Distribution
and product diversity were on the right track. But Genichi knew that beyond
quality, success would demand more. He had this view on the power of original
ideas. "In the future, a company's future will hinge on ideas over and above quality.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 13/70
13
Products that have no character, nothing unique about them, will not sell no matter
how well made or affordable and that would spell doom for any company."
He also knew that forward vision, walking hand in hand with original ideas, would
create an opportunity for the company and its customers that could mean years of
happiness and memorable experiences. He said, "In the business world today, so
many people are obsessed with figures. They become fixated on the numbers of the
minute and without them are too afraid to do any real work. But in fact, every
situation is in flux from moment to moment, developing with a natural flow. Unless
one reads that flow, it is impossible to start out in a new field of business."A real-
world illustratio motorcycle debuted in 1968 to create an entirely new genre we
know today as trail bikes. The DT-1 made a huge impact on motorcycling in the
USA because it was truly dirt worthy. Yamaha definitely "read the flow" when it
produced the 250cc, single cylinder, 2-stroke, Enduro that put Yamaha On/Off-
Road motorcycles on the map in the USA. The DT-1 exemplified the power of
original ideas, forward vision, and quick action coupled with keeping in mind the
customers' desires. n of this belief is the Yamaha DT-1. The world's first true off-
road Ginichi Kawakami's history with Yamaha was long and rich. He saw the new
corporate headquarters in Cyprus, California and the 25th Anniversary of Yamaha
become a reality in 1980. He also watched bike #20 million roll off the assembly line
in 1982. Ginichi passed away on May 25, 2002 yet his vision lives on through the
people and products of Yamaha.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 14/70
14
YAMAHA MOTOR INDIA PVT LTD (YMI)
About Yamaha Motor India Private Limited: Yamaha Motor made its initial foray
into India in 1985. Subsequently in 1996, it entered into a 50:50 joint venture with
the Escorts Group. However, by mutual consent, Yamaha acquired stake in the
remaining half as well three years ago, bringing the Indian operations under itscomplete control as a 100 % subsidiary of Yamaha Motor Co., Ltd, Japan. The
company pioneered the performance 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. Today, its product kitty includes CRUX in the Basic
segment, Libero & RX135 in the Standard segment and Enticer in the pleasure
segment. With the launch of various 4-stroke motorcycles, which give true value for
money in terms of superior mileage, performance & durability, the company has
gained the reputation of a reliable 4-stroke Motorcycle manufacturer.
An agreement has recently been reached between Yamaha Motor Co., Ltd. (YMC)
and its joint venture partner in India, Escorts Limited (Chairman and Managing
Director: Mr. Rajan Nanda. Location: Faridabad, suburbs of New Delhi) under
which YMC will acquire all of the 26% of the stock presently held by Escorts
Limited in the two companies' motorcycle manufacturing and marketing joint
venture, Yamaha Motor Escorts Ltd. (YMEL).
The aims of this move to make Yamaha Motor Escorts a 100% YMC subsidiary are
to increase the overall speed of managerial and business decisions, to improve
product development capabilities and production efficiency, while also
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 15/70
15
strengthening the marketing organization. Plans call for the change in the
company's name and other procedures to be completed by the end of June.
Ever since the establishment of the first technical assistance agreement between the
two companies in 1985, YMC and Escorts Limited has built a cooperative
relationship dedicated to the manufacture and sales of Yamaha brand motorcycles
in an environment of growing motorcycle demand in the Indian market. In
November of 1995, the two companies established the joint venture company
Escorts Yamaha Motor Limited, based on a 50-50 capital investment. In June of
2000, that investment ratio was changed to 74% for YMC and 26% for Escorts
Limited and YMC assumed managerial control of the company with the name being
changed to YMEL and undertook numerous measures to build the company's
motorcycle manufacturing and marketing operations.
In addition to YMC acquiring Escorts' 26% of YMEL stock, the company's name
will be changed to Yamaha Motor India Private Limited (YMI) and concerted
efforts will be made to heighten its competitiveness in the Indian market and
promote the spread of the Yamaha brand with target themes of developing products
with greater appeal and a distribution network that can respond more quickly to
user needs.
Furthermore, YMC will work to develop YMI as an exporter of business type
motorcycles to neighboring countries and other markets such as Africa and Latin
America, and also as a production base that can assume a variety of roles in
Yamaha's global manufacturing network.
Presently, India's annual motorcycle demand has grown to exceed 3.8 million units,
which makes it the second largest market in the world, with steady growth is
anticipated for the future. Now that YMI has become a 100% YMC subsidiary.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 16/70
16
Models of Yamaha
RXI35
The RXI35 has always been the highest performance 2-stroke Bike on the Indian
roads. A remnant of the RX100, it still remains the favorite among youngsters
because of its superior pick up and comfortable riding.
Crux
Crux is the complete urbane 4-stroke bike for unlimited mileage and unlimited
pleasure. With Over 4 lacs bike already sold in India, Crux is a real commuter bike.
Crux S
The Crux S is Yamaha's entries into the 100cc, four stroke, fuel efficiency market.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 17/70
17
Libero G5
This machine along with its up-market sibling the Libero G5 offers good fuel
efficiency and continues in the Yamaha tradition of providing the consumer with
machines built to last.
Yamaha Fazer 125
Yamaha Fazer 125 offers radical styling with optional disc brakes and electric start.
Use our model selector on the right for more details and pricing of various Yamaha
models.
Fazer
Yamaha's has recently upgraded the Fazer with minor engine and cosmetic
upgrades. Along with a fuel gauge the modifications include a Butterfly Slide
carburetor that boasts YTPS (Yamaha Throttle Position Sensor) technology for
outstanding combustion efficiency and a Engine Balancer that gives a smoother
vibration free ride. The standard model equipped with a round headlight while the
deluxe model features the more radical goggle eyes headlight along with disc brakes
and electric start.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 18/70
18
Yamaha Alba
YAMAHA ALBA
ALBA (Spoke Wheel)(106 cc)
The latest gem from Yamaha Motors, Alba 106 has avant-garde technological model
built-in. Alba 106cc with spoke wheel has perfectly spaced gear ratio for driving in
congested conditions without changing gears repeatedly. Unlike Alba with an alloy
wheel, the Spoke wheel aids in a firmer grip. At the showroom, this bike costs
around Rs. 38,500 with an on-road price of around Rs. 44,600 at Ahmedabad. This
includes standard Ancillary charges also. It is reported, the bike is available for
lower prices in the capital city of Delhi, while in Bangalore Alba (Spoke Wheel)
prices are quite high. ALBA bikesprices vary upon the two-wheeler dealer's
location.
ALBA (Alloy Wheel)(106 cc)
A perfect bike to commute on city roads, Alba 106cc with alloy wheel is now
available at a showroom price of around Rs. 40,500 with an on road price of around
Rs. 46,800 at Ahmedabad, including accompanying charges. It is reported, the bikeis available for lower prices in the capital city of Delhi, while in Bangalore Alba
prices are quite high.
ALBA bike prices vary upon the two-wheeler dealer's location.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 19/70
19
Yamaha G5
G5 (Spoke Wheel)(106 cc)
Especially designed for business executives, G5 has gained popularity for its
exceedingly fine build quality. The bike helps you glide smoothly from one meeting
to another. Loaded with lots of style and power, this sleek and sophisticated bike is
the revamped version of entry-level Libero. G5 bikes in this series have a showroom
price ranging from around Rs. 42,000 to around Rs. 48,500 at Ahmedabad, inclusive
of all charges. The bike costs less in Delhi vis-a-vis the Bangalore market.
G5 (Alloy Wheel)(106 cc)
Taking Libero a step further, the engineers at Yamaha have crafted yet another
model called G5. At the showroom, G5(Alloy Wheel) costs around Rs. 44,000 with
an on-road price of around Rs. 50,500 at Ahmedabad. This includes standard
ancillary charges also. The bike costs less in Delhi vis-a-vis the Bangalore market.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 20/70
20
Yamaha Gladiator
Gladiator DX (123.7 cc)
Cruises effortlessly through city traffic with equally comfortable in stop and start
conditions whether in city or on highways. The Gladiator DX is now available at a
show room price of around Rs. 47,000 with an on road price of around Rs. 53,900 atAhmedabad, including accompaying charges. One can go for Gladiator DX for a
cheaper price in Delhi than in Bangalore where it is priced the highest. Yamaha
Gladiator DX bike prices vary upon the two-wheeler dealer's location.
Gladiator JA (124 cc)
Zero maintenance, smooth handling, and good pick-up are the three defining factors
of Gladiator DX. The model is considered at par with bikes of the deluxe category
Comes with self/electric start and disc brakes as standard fitment. At the showroom,
JA costs around Rs. 49,000 with an on-road price of around Rs. 56,000 at
Ahmedabad. This includes standard ancillary charges also. One can pick up a
brand new Gladiator from the Delhi showrooms at a price which is comparatively
lesser than the Bangalore markets.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 21/70
21
Yamaha YZF
YZF R1
The Yamaha YZF R1 is Yamaha's exclusive international sports super bike for the
Indian Markets. Imported into India as a Completely Built Unit (CBU), its looks are
killing and its massive 998 cc engine delivers raw power of up to 175 BHP. The price
of this bike is prohibitive for the ordinary Indian masses, for at around 10.5 lakhs, it
is meant for only avid bike enthusiasts in the select Indian market. Currently, it has
been launched at four cities in India namely Delhi, Ahmedabad, Bangalore, and
Chennai. While Bangalore has two dealers, the other cities have one dealer each.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 22/70
22
Yamaha MT
MT 01
The Yamaha MT 01 is Yamaha's exclusive international sports super bike for the
Indian Markets. Imported into India as a Completely Built Unit (CBU), its looks are
killing and its massive 1670 cc engine delivers raw power of up to 90 BHP. The price
of this bike is prohibitive for the ordinary Indian masses, for at around 10.5 lakhs, it
is meant for only avid bike enthusiasts in the select Indian market. Currently, it has
been launched at four cities in India namely Delhi, Ahmedabad, Bangalore, and
Chennai. While Bangalore has two dealers, the other cities have one dealer each.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 23/70
23
LOCATION OF MANUFACTURING
PLANT IN INDIA
The two red spots on the map indicates Faridabad and Surajpur(Noida) where Yamaha
established their manufacturing plant.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 24/70
24
VISION
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".
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.
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. As a good corporate citizen, we will conduct our
business ethically and socially in a responsible manner with concerns for the
environment.
Grow through continuously innovating our business processes for creating value
and knowledge across our customers thereby earning the loyalty of our partners &
increasing our stakeholder value.
CORE COMPETENCIES
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 25/70
25
CUSTOMER:-
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.
We work Team-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 goal
PROJECT ANALYSIS
Analysis of data is the crux of a research. In this analysis part I have done
comparison between Yamaha and their competitors.
Various parameters used for the analysis is as follows:-
y Age
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 26/70
26
y Martial status
y Profession
y Education
y Attitude of dealer
y Explanation of product features by the dealer
y Sales terms and condition
y Product display in the showroom
y Cleanliness in showroom and service station
y Atmosphere
y Cleanliness of purchased bike
y Time taken in delivery
y Explanation of bike function
y PDI and check made
y Time taken in documentation
y Salesman follow up
y Reminder of first service
y Action to complain
y New bike brand preference
y Dealer retention ratio
y Repurchase from same dealer
y Representing the brand by dealer
y Service of Yamaha dealership
y Most preferred brand
ANALYSIS TOOL:
MICROSOFT EXCEL
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 27/70
27
NOTE:-
All graphical analysis has done in terms of percentage
INTERPRETATION:- From this graph, it can be concluded that Hero Honda
and Bajaj bikes are preferred mostly by youth section. This is the reason why
Yamaha sell is poor in the market.
Marital Status:
57
43
23
77
70
30
53
47
40
60
10
90
0
10
20
30
40
50
60
70
80
90
100
P e r c e n t a g e
Yamaha Hero
Honda
Suzuki Honda Tvs Bajaj
Unmarried
Married
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 28/70
28
PROFESSION
INTERPRETATION:- This graph depicts most of the bike holders are working
and area to be concern for Yamaha is students, where percentage is very low in
compare of Hero Honda and Bajaj.
0
10
20
30
40
50
60
70
80
90
100
a a a e a S ki a s ajaj
63 6067 63
80
57
20 3010
27
7
10
1410
20
10
333
3
0 3 0 10 0
O e s
S e
si ess
Sala ie
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 29/70
29
INTERPRETATION:-From this graph conclusion is that Yamaha is accepted
mostly by upper educated people.
Area to be concern is graduate and under graduate section which is grabbed
respectively by Hero Honda and Bajaj.
Education:
54
23
20
3
14
63
23
0
28
36
36
0
23
54
23
0
20
30
50
0
17
17
63
3
0
10
20
30
40
50
60
70
80
90
100
a a a er
a
S z ki a s ajaj
O ers
er Gra a e
Gra a e
P s Gra a e
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 30/70
30
INTERPRETATION:- This graph indicates Yamaha bikes are accepted by all
groups of ages. But the craze of bikes are more in the age group of 18-24 where they
are far behind then Hero Honda andBajaj and intense competition with Honda and
Tvs.
Age:
30
27
20
23
60
30
10
20
37
13
17
13
30
33
25
66
33
33
14
17
3
77
20
3
0
10
20
30
40
50
60
70
80
90
100
a a a er
a
S z ki a s ajaj
40& Ab e
35-39
30-34
25-29
18-24
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 31/70
31
INTERPRETATION:-This graph indicates advertisement plays a vital role in
making people aware about Yamaha bike. But in general way most important thing
is that Yamaha is still lacking number of bikes on road.
First Learning About the Motorcycle:
Yamaha
Saw ¡
e i¡
¢
se
£
a¤
a¥
i¡
e¦
§
̈
icle
¦ ©
e§
̈
ise
e¡
̈
Deale§
Visi
̈
F§
ie¡
©
Fa
ily
Saw ¡
e i¡
¢
se
£
a¤
a¥
i¡
e¦
§
̈
icle
¦ ©
e§
̈
ise
e¡
̈
Deale§
Visi ̈
F§
ie¡
©
Fa
ily
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 32/70
32
INTERPRETATION:- From this graph it is clear that most of the people visits
Hero Honda showroom. That shows their interest in knowing about there newproducts. This is a huge advantage for Hero Honda because of what they are the
best selling company in India
First Learning About the Motorcycle:
Hero Honda
10%
3%
17%
27%
23%
7%
13%
aw one in use
Magazine Article
Advertisement
Dealer Visit
Friend
FamilyTest Ride
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 33/70
33
INTERPRETATION:-This graph indicates that Honda bikes customer firstly
learned about Honda¶s product through advertisement.
First Learning About the Motorcycle:
Honda
10%
0%
46%23%
7%
7%7% 0%
Saw one in use
Magazine Article
Advertisement
Dealer Visit
Friend
Family
Test Ride
Product Show
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 34/70
34
INTERPRETATION:- This graph indicates that large number of Suzuki bikes
holder learned about there productby visiting show rooms.:-
First Learning About the Motorcycle:
Suzuki
3%
0%
27%
41%
13%
3%
3%10%
Saw one in use
Magazine Article
Advertisement
Dealer Visit
FriendFamily
Test Ride
Product Show
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 35/70
35
INTERPRETTION:- This graph indicates most of the Tvs bike holder learned
about this bike through their friends or by visiting showrooms.
First Learning About the Motorcycle:
TVS
0%3%
17%
13%
47%
7%
3%0%10%
Saw one in use
Magazine A ticle
A ver tisement
Dealer Visit
riend
Family
Test Ride
Product Show
Others
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 36/70
36
INTEPRETATION:- This graph indicates most of Bajaj customer firstly learned
bout Yamaha bike through their friends. Advertisement plays an important role in
retaining Bajaj bikes in customers mind.
First Learning About the Motorcycle:
Bajaj13%
3%
23%
10%
38%
10%0%3%
Sa e i se
Ma azi e Ar icle
A er ise e
Dealer Visi
rie
a ily
Tes Ri ePr c S
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 37/70
37
INTERPRETATION:-This graph indicates number of satisfied customer is
good but in comparison of companynumber of dissatisfy customer in Yamaha is
highest.
During Sales Evaluation:
30 0 0 0 0
73
0 0 0 0
711
17
7 7 710
13
3
10
23
33
73 73
8083
70
60
0
10
20
30
40
50
60
70
80
90
100
Yamaha Her o Honda Suzu
i Honda Tv
a ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 38/70
38
INTERPRETATION:-This graph indicates number of dissatisfied customer in
Yamaha is higher than any othercompany. Number of totally satisfied customer in
Yamaha is lesser than any other company.
During Sales Evaluation:
3 0 0 0 0 0
10
0 0 3 0 3
13 20 20
3 310
147
3
14 20
0
60
7377 80 77
87
0
10
20
30
40
50
60
70
80
90
100
Yama a Her
H
a S
ki H
a!
vs Bajaj
1
2
3
4
5
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 39/70
39
INTERPRETATION:-This graph indicates Yamaha show rooms are having
very good response by customer about displaying product in a good manner.
During Sales Evaluation:
Product Dis la
0 0 0 0 0 00 3 0 0 07
3 310
0
20
37
34
20
7
3733
90
60
70
93
43
57
0
1020
30
40
50
60
70
80
90
100
Yamaha Hero
Honda
Suzuki Honda Tvs Bajaj
1
2
3
4
5
(in
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 40/70
40
INTERPRETATION:-From this graph conclusion can be withdrawn is that, the
attitude of Yamaha dealers withtheir customer is good, but being a foreign company
they should it a bit more.
During Sales Evaluation:
Attitude
3 0 0 3 3 30 0 3 0 0 0310
0 310 1014 17 10
0
14 16
8073
8794
73 71
0
10
20
30
40
50
60
70
80
90
100
Yamaha H ero
Honda
S"
z"
#
$
Honda T%
&
'
ajaj
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 41/70
41
INTERPRETATION:- From the above graph it is clear that Yamaha among
with other companies maintains its showroom clean.
During Sales Evaluation:
Cleanliness
0 0 0 0 0 00 0 0 0 0 30 3 3 0 0 310 13
3 0
17
24
9084
94 100
83
70
0
10
20
30
40
50
60
70
80
90
100
Yamaha Her o Honda Suzuki Honda T(
s ) a ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 42/70
42
INTERPRETATION:-This graph indicates that atmosphere of Yamaha
company¶s showroom is not good.The reason behind this is poor selling of Yamaha
bikes in India.
During Sales Evaluation:
Atmos here
0 0 0 3 0 360 0 0
7 10
37
20
3 0
23 20
3733
10 715
2720
47
87 90
55
40
0
10
20
30
40
50
60
70
80
90
100
Yamaha He 0 o Honda1
uzuki Honda Tvs Ba ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 43/70
43
INTERPRETATION:- This graph indicates that Yamaha showroom good
service to their customer as far as Cleanliness of bike concerns. But the problem
area that has to be improved is that they are the only company where few customers
are dissatisfied with their dealers service
During Vehicle Delivery Evaluation:
Cleanliness of motorcycle
60 0 0 0 00 0 0 0 0
70
7 103
7 7610
07
0
13
8883
90 90 93
73
0
10
20
30
40
50
60
70
80
90
100
Yama2
a 3 er 4
3
4 5
6
a7
8
z8
ki 3
4 5
6
a9
@
s A a ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 44/70
44
INTERPRETATION:-This graph indicates delivery of Yamaha bikes from their
showrooms are not coming in the expected time regularly. For a struggling company
it is very important that they should improve their fundamental basics.
During Vehicle Delivery Evaluation:
Timely Delivery of the bike
6 7 103 3 3
13 13 103
10 73
20
7 5 7 10
2327
2330
13
33
55
33
50
5967
47
0
1020
30
40
50
60
70
80
90100
Yamaha HB C
o Honda SuzuD E
Honda Tvs Bajaj
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 45/70
45
INTERPRETATION:-This graph indicates Yamaha dealers lacking the service
what they should provide to their customer. Percentage of unsatisfied customers of
Yamaha is highest among all company.
During Vehicle Delivery Evaluation:
Explanation of Functions at
3 0 0 3 3 0
103 3 3 3 0
13 13 13 14 13 714
27
13 10
23 20
60 57
71 70
58
73
0
1020
30
40
50
60
70
80
90
100
F
amaha HG
ro Honda SuzuH
i Honda TI
s Ba ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 46/70
46
INTERPRETATION:-This graph indicates Yamaha customer have a mix
response about proper PDI and checks made. It should be appreciated that Yamaha
has least number of dissatisfied customer among all the companies.
During Vehicle Delivery Evaluation:
Proper PDI and Checks Made
0 3 3 0 3 00 3 0 0 0 33 0 0 310 7
64
40
57
70
33
47
33
54
40
27
54
43
0
1020
30
40
50
60
70
80
90
100
Yamaha P ero P onda Suzuki P onda Tvs Q ajaj
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 47/70
47
INTERPRETATION:-This graph indicates 76 percent customers are satisfied
with dealer service. But because of poor finance support from Yamaha investment
company customers facing problems a lot.
During Vehicle Delivery Evaluation:
Timely Documentation
0 3 0 010
07 3 10
0 0 0
17
0
13
23
3
2026
40
57 57
47 475054
20 20
4033
0
1020
30
40
50
60
70
80
90100
Yamaha Hero
Honda
Suzuki Honda Tvs Bajaj
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 48/70
48
INTERPRETATION:- It is disappointing result even for all companies that
after sale, there is no further inquiry about bike and its performance.
After Sales Evaluation:Salesman Follow u
9083
90 94 9083
7 7 73
700
10
0 0 37
3 0 0 0 0 00 0 3 3 0
10
0
10
20
30
40
50
60
70
80
90
100
Yamaha Her o Honda Suzuki Honda Tvs R a ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 49/70
49
INTERPRETATION:- Conclusion can be withdrawn from this graph is that,
after selling bike there is not a single company who is interested in reminding their
customer about their first free service.
After Sales Evaluation:First Service Reminder
8880
93 90
70 67
610
0 0 07
0 0 0 0 0 30 3 0 3 3 06 7 7 7
2723
0
10
20
30
40
50
60
70
80
90
100
Yamaha Her S
HondaT
uzuki HondaU
vs V a ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 50/70
50
INTERPRETATION:-This graph shows Yamaha dealers having a poor record
in taking proper action against complain made my customer. That leads
dissatisfaction among customers.
After Sales Evaluation:Prom t Action to Com laints
10 73
10 70
13
3 3
13 13
2724
17 13
20 23
1713 10 7 10 13
20
40
63
74
47 4436
0
10
20
30
40
50
60
70
80
90
100
YamaW
a Her X
Honda SY ` Y
ki Honda Tvs a a ja j
1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 51/70
51
INTERPRETATION:- From this graph conclusion can be withdrawn is that
only 37 percent of Yamaha customers are fully satisfied with Yamaha service
station. 27percent of Yamaha customers are totally dissatisfied with Yamaha service
station.
Experience with services of
Yamaha Dealershi :
17%
10%
13%
23%
37% 1
2
3
4
5
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 52/70
52
INTERPRETATION:- This graph shows among all the companies Yamaha has
highest number of customer who says Yamaha dealer representation of its brand is
not well at all.
How well Dealer Represents the
Current Brand:
27
33
50
3027
20
33 33 33 33
20
40
13
27
17
27
33
2327
7
0
10
2017
0
10
20
30
40
50
60
Yamab
a Her o Honda Sc d c
ki Honda Tvs e a ja j
Exf
r emelg
Well
Ver g
Wellh
ver ai
e
Not Well at h
ll
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 53/70
53
INTERPRETATION:-From this graph conclusion can be withdrawn is that
most of the Yamaha customers are not interested in purchasing new bike from same
dealer. Bajaj customers are interested most among all the companies.
Repurchase from the same dealer:
30
37
20
43
30
53
17
73 4
17
37
23
1310
733 0 0 0 3 3
43
33
64
43 4338
0
10
20
30
40
50
6070
Yamaha p ero
p onda
Suzuki p ondaq
vs r a ja j
Def initels
r us
Pro t abls
r us
u ight or might not
bus
Probabls
not r us
Def initels
not r us
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 54/70
54
INTERPRETATION:-This graph indicates that only 56 percent of Yamaha
customer loves to have another bike from Yamaha itself. But it is lower than their
main rival Hero Honda and Bajaj.
New Bike Brand Preference:
56
73
77
73
30
1317 17
30
37
55
103 3 3
50
2317
24
13
26
67
3
13
3
0
10
20
30
40
50
60
70
80
90
100
v
amaw
a x er o x onda Sy � y
ki x onda T�
s � ajaj
ama a
er o onda
S ki
ondaT s
ajaj
Ot ers
None
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 55/70
55
INTERPRETATION:-This graph shows only 53 percent of Yamaha customer
will purchase their new bike from same dealer. All other companies except Hero
Honda having higher percentage indicate Yamaha customers either loss their faith
from bike or they are not happy with dealers service.
Dealer Retention Ratio:
53 50
67
81
60
80
0
10
20
30
40
50
60
70
80
90100
Yamaha Hero
honda
Suzuki Honda Tvs �
a ja j
Per cen
age
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 56/70
56
INTERPRETATION:-This graph shows Yamaha is the third choice after Bajaj
and Hero Honda preferred by two wheeler customer. Tvs and Honda both of them
are now giving a tough competition two Yamaha.
Most Preferred Bike
1823
612
10
26
1 4
0
10
20
30
40
50
60
70
80
90100
Yamaha Hero
honda
Suzuki Honda Tvs �
a ja j Other s �
one
Per cent
age
(in percentages)
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 57/70
57
REASON WHY YAMAHA IS NOT DOING WELL
Measure problem with Yamaha bike is that they are not fuel efficient. First choice
of Indian customer is always fuel efficient bike.
� Spare parts of Yamaha bikes are expensive and not easily available in the
market.
� Because of that private service station did not recommend Yamaha bike to
their customers.
� Yamaha showrooms are not well equipped. Poor variety of accessory at
showroom leads to customer dissatisfaction� Yamaha bike comes into the market with limited offering to their customer.
Company is not interested in giving any kind of discount scheme, not even
any kind of mega draw where customer can win prizes, not any exchange
offer. Lack of these things customer becomes isolated towards purchasing
their bikes.
� One of the reasons why Yamaha is not doing well is their poor resale value.
People are not interested in purchasing any used bike of Yamaha because of
their poor reputation in terms of solidity. Hero Honda, Bajaj, their reselling
value in the market is very good so people firstly preferred these companies
bike.
y Instead of being a good innovative Yamaha is a good follower. They
always come up with their product very late when all measure companies
has already launched their products. They fails to attract customer with
late launching
y One of the measure problems with Yamaha bike is that their look is very
poor.
.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 58/70
58
LITERATURE GAP
Before the research found that yamaha is the 4th
best two wheeler company
But in this project it after evaluation of customer¶s preference surprisingly it is
on the third place
y In the literature review target customer for Yamaha was 18-24 , but report
says most of the Yamaha customer lies between 24-30 age group
y The literature shows Yamaha¶s performance in the Indian market is good
but after
the research it was found that they are loosing their marketing strength
y literature shows Yamaha customer looking only for speed and pick up
but the result after research is different they are inclined towards bike
having good mileage
RECCOMENDATION
� Increase the advertisement expenditure and quality of
advertisement(Effective Advertisement).
� Improve the µDuring Sales¶ service by appointing more dealers
� Improve the service network by appointing more service stations in remote
areas.
� Availability of spare parts should be ensured.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 59/70
59
� Introduction of POWERFUL BIKES(Above 200cc) keeping the fuel
price hike in view and targetting the rapidly growing bachelor
population.
� Introduce 150cc Bikes at more affordable price.
� Reinventing marketing strategies.
� More focus on FUEL EFFICIENCY and for POWER launch optional
packages(Racing Edition)
Dealers should be enthusiastic, friendly and develop relations with customers
by
giving Personalized Care
� Re launch Bikes like ENTICER in Indian Market.
� People should be properly guided on loan and warranty terms and
conditions.
� Launch promotional offers from time to time.
CONCLUSION
After going through this research paper the conclusion can be withdrawn is that
� Hero Honda is the best selling bike in India, but Bajaj is giving them a tough
competition
� In the present scenario Yamaha is not doing well because of poor model of
bikes and some how for poor promotional strategy.
� Surprisingly Yamaha managed third position in terms of bike preferred by
the customers.
� Dealer¶s service is also not satisfactory and that¶s why it is a reason of
Yamaha¶s poor hold in the market.
� Honda and Tvs are coming good with some really exciting models and here
Yamaha will have to be a bit cautious
� youngster looking for a heavy look bike with affordable mileage so bajaj
Pulsar and Hero Honda¶s karizma gives a tough competition to Yamaha
bikes.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 60/70
60
ANNEXTURE
YAMAHA CUSTOMER SATISFACTION SURVEY
CUSTOMER NAME -- Town:Phone number ««««««««.. State:
Email id «««««««««««
Address of the customer««««««««««««««««««««««............
««««««««««««««««««««««««««««««««..««..
Name of the freelancer: «««««««««««««««««««««««««
A. Are you ± (please tick )
Male -- Female Married -- Unmarried Salaried -- Business
B. Age -- ««««««««
C. Education ««««««««««««..
1. How did you first learn about Yamaha motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. Saw one in use
g. Advertisement h. Test ride
i. Others «..Please specify««««««««.
DURING SALES EVALUATION ----
1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness ) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5
2. How satisfied are you with the dealer shop.
a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 61/70
61
DURING VEHICLE DELIVERY EVALUATION ---
1. How satisfied were you with the motorcycle delivery.
a. Cleanliness of your purchased motorcycle at delivery 1 2 3 45
b. Timely delivery of the bike 1 2 3 4 5
c. Explanation of motorcycle functions at delivery 1 2 3 4
5
d. Proper PDI and checks made. 1 2 3 4
5
c. Timely documentation of the delivery done 1 2 3 4 5
AFTER SALES EVALUATION ---
1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences. 1 2 3 45
b. Did the dealership remind you for first service due. 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints. 1 2 3 4
5
2. How is your experience with the rest of the free services or
paid services you got from the Yamaha dealership. 1 2 3 4
5
Any Comments
««««««««««««««««««««««««««««««««««««
.
A - If for any reason, you had to replace your YAMAHA, do you think you would
buy from the same dealer?
(Please tick )
a. Definitely buy b. Probably buy c. Might or might not buy
d. Probably not buy e. Definitely not buy
B. If you planning to buy a new bike which brand it would be?
««««««««««««««««««««................................................................
C. If not Yamaha then which Brand and why ?
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 62/70
62
D. How well do you feel the dealer services represent the Yamaha brand?
( Please tick )
a. Extremely well b. Very well c. Average not very well
d. Not well at all
E. HOW TO MAKE YAMAHA A CUSTOMER ORIENTED COMPANY ---
SUGGESTIONS IF ANY ---
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
( PARAMETERS ) --
1 = VERY POOR 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD
COMPETITOR CUSTOMER SATISFACTION SURVEY
CUSTOMER NAME -- Town:
Phone number ««««««««.. State:
Email id «««««««««««
Address of the customer««««««««««««««««««««««............
««««««««««««««««««««««««««««««««..««..
Name of the freelancer: «««««««««««««««««««««««««
A. Are you ± (please tick )
Male -- Female Married -- Unmarried Salaried -- Business
B. Age -- ««««««««
C. Education ««««««««««««..
1. Which motorcycle do you have ?
( Please tick )
a. Hero Honda b. Bajaj c. Honda d. Tvs e. Suzuki. F. Yamaha
g. Others please specify«««««««««««.
2. How did you first learn about the motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. Saw one in use
g. Advertisement h. Test ride
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 63/70
63
i. Others «..Please specify««««««««.
DURING SALES EVALUATION ----
1. When you bought your new motorcycle, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness ) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5
2. How satisfied are you with the dealer shop.
a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5
DURING VEHICLE DELIVERY EVALUATION ---
1. How satisfied were you with the motorcycle delivery.
a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4
5
b. Timely delivery of the bike 1 2 3 4
5
c. Explanation of motorcycle functions at delivery 1 2 3 4
5
d. Proper PDI and checks made. 1 2 3 4
5
c. Timely documentation of the delivery done 1 2 3 4
5
AFTER SALES EVALUATION ---
1. After you bought your new motorcycle , did the dealer staff --
a. Salesman follows up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due? 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints? 1 2 3 4
5
A - If for any reason, you had to replace your Current motorbike, do you think you
would buy from the same dealer?
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 64/70
64
(Please tick)
a. Definitely buy b. Probably buy c. Might or might not buy
d. Probably not buy e. Definitely not buy
Reasons
««««««««««««««««««««««««««««««««..
B. If you planning to buy a new bike which brands it would be?
««««««««««««««««««««................................................................
C. If not same company then Why?
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
D. If you think of buying a Yamaha bike in future which features will make you
buy?
a. Mileage b. Style c. Color d. Power e. Brand
f. Price g. Service h. BHP i. Pick up j.Quality
k. All purpose l. Maneuverability m. Speed n. Reliability o. Ridingcomfort
E. Please comment on Yamaha¶s Brand Image in the 2 wheeler industry now ?
««««««««««««««««««««««««««««««««««««
.
F. Please rate the following«..
a. Yamaha¶s sales standard 1 2 3 4
5
b. Yamaha¶s service standard 1 2 3 4
5
G. What are the reasons Yamaha is not doing well ?
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
.
E. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)
a. Extremely well b. Very well c. Average not very well
d. Not well at all
F. HOW TO MAKE A CUSTOMER ORIENTED COMPANY ---
SUGGESTIONS IF ANY ---
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
««««««««««««««««««««««««««««««««««««
(PARAMETERES) --
1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 65/70
65
DURING SALES EVALUATION ----
1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness )
5 = The customer
was promptlygreeted and
guided to the
respective
salesman
4 = The
customer wasgreeted and
took some time
to be guided to
the respective
salesman
3 = The
customer wasgreeted but
took a lot of
time (15 min) to
be guided to the
respective
salesman
2 = The
customer wasnot greeted and
just send to the
respective
salesman
1 = The
customer wasnot greeted
and not even
send to the
respective
salesman
b. Explanations of product features.
5 = The salesman
was able to explainall FAB of the
product and its
competition
4 = The
salesman wasable to explain
FAB of our
products
3 = The sales
man was ableto explain
only key
features
2 = The
salesman wasable to explain
only a few
features
1 = The
salesman wasnot able to
explain any
features
c. Explanation of sales terms and conditions.
5 =salesman
explained all
the sales terms
and conditions
4 = salesman
explained most
of the sales
terms and
condition
3 = salesman
explained few
sales term and
conditions
2 = salesman
only
mentioned
the sakes
term andconditions
1 = salesman
didn¶t explain
any sales term
and condition
2. How satisfied are you with the dealer shop.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 66/70
66
a. Product display
5 =Bikes were
well arranged
and could be
seen from all
angles
4 = Bikes were
arranged well
but not visible
from all angles
3 = Bike were
arrange in a
manner that
only one sides
were visible
2 = = Bikes
were
cramped in
small spaces
and no
space
between
them
1 = The bikes
were crammed
in space and
arranged
haphazardly
b. Cleanliness
5 = Everything
clean( inside
and outside)
4 = The
showroom is
clean but
outside is little
dirty
3 = The
showroom is a
little dusty and
dirty
2 = The
outside dirty
but inside
clean
1 = Everything
dirty and
littered
c. Atmosphere
5 = There was
adequate
seating for all
customers and
the lounge was
well stocked
with
magazine,
news paper
and the TV
was running
with the
approved
videos and the
temp. in the
showroom was
pleasant
4 = The
customer
lounge had a
good selection
of magazine
and the TV
was not
working all
the time with
adequate
seating and
the temp. in
the showroom
was
comfortable
3 = The
seating was on
first come first
serve basis
and small
number of
magazine were
available
and the temp.
in the
showroom was
ok
2 = Only a few
chair were
there in the
showroom and
the TV was
not working
and there were
no magazine
and the temp.
in the
showroom was
bad
1 = There were
no chairs in the
showroom no TV
and no magazine
and the temp. in
the showroom
was extremely
uncomfortable
DURING VEHICLE DELIVERY EVALUATION ---
1. How satisfied were you with the motorcycle delivery.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 67/70
67
a. Cleanliness of your purchased motorcycle at delivery
5 =the bike was
spotless ,
perfectly
cleaned and
handed over
4 = the bike was
almost clean
and was handed
properly
3 = somewhat
clean
2 = dirty
with hand
marks
1 = dirty and
had scratch
marks
B.Timely delivery of the bike
5 =the bike was
delivered
immediately
after the PDI
4 =the bike was
delivered on the
same day but
had to wait for 2
hours
3 = the bike was
delivered on the
same day within
2 hours
2 = the bike
was
delivered
the same
day but in
the second
half of the
day
1 = the bikes was
not delivered on
the same day
despite of
waiting long. It
was delivered
after 2-3 days
b. Explanation of motorcycle functions at delivery
5 =The
serviceman
explained all
the features
and gave
complete
maintenance
tip
4 = the
serviceman
tried to explain
all the features
and
maintenance
tips
3 = the
serviceman was
not
forthcoming in
explaining the
features and
maintenance
tips
2 = the
serviceman
could explain a
few
maintenance
tips only
1 = the
serviceman
could not
explain the
features and the
maintenance
tips
d. Proper PDI and checks made.
5 =proper PDI
was done and
4 = 5 out of 6
the things were
3 = 4 out of 6
things were
2 = things
were noticed
1 = PDI was not
done before
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 68/70
68
the booklet was
filled
(frame, engine,
electrical ,road
test ,battery,
oiling, tyrecheck )
checked and the
booklet was
filled
checked and the
booklet was not
filled
but not
checked and
the booklet
was not
filled
delivering and
the booklet was
not filled
e. Proper documentation of the deliver done
5 =complete
documentation
of delivery was
done
4 =
documentation
was done but
few some
information
was incomplete.
3 =
documentation
was done but
most of the
information
was incomplete
2 = wrong
documentation
was done
1 =
documentation
was not done
AFTER SALES EVALUATION ---
1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences.
5 = Permission
with date and
time taken for
the first follow
up
4 = Permission
taken with some
details
3 = Permission
taken but with
no details
2 =
Permission
not taken but
interest
shown.
1 = No
permission
taken.
b. Did the dealership remind you for first service due.
5 =dealership
reminded for
the first service
due a 3 days
before
4 = dealership
reminded for
the first service
2 days before
3 =dealership
reminded for
the first service
due a day before
2 =
dealership
reminded for
the first
service on
the due day
itself
1 = dealership
didn¶t remind
for the first
service due at all
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 69/70
69
c. Did the dealership take prompt actions to your complaints.
5 = Complains
were heard and
resolved
quickly
4 = listened and
resolved
3 = listen and
resolve in a long
period of time
2 = just
listen
1 = not listening
and not
resolving
F. Please rate the following:
a) Yamaha s sales standard
5 =all the features
and benefits wereexplained(YTPS,
comfort ride, engine
displacement, CC,
brakes ,price,
mileage, petrol
tank)
4 = 5 out of 7
features andbenefits were
explained
3 = 4 out of
seven featuresand benefits
were explained
2 = some
featureswere told.
Benefits
were not
told
1 = no product
feature andbenefit was told
b) Yamaha s service standard
5 =all 22
features were
checked, the
booklet was
filled and the
customer was
informed. *
4 = all 22 of
features were
checked , the
booklet was
filled but the
customer was
not informed
3 =15 out of 22
features were
checked, the
booklet was
filled but the
customers were
not informed
2 = few
features
were
checked, but
the booklet
was not
filled and
the
customer
was also notinformed.
1 = service was
not done
* refer to the Annexure. 1.1 For 22 features.
8/6/2019 53514628 Yamaha Final Dissertation Report
http://slidepdf.com/reader/full/53514628-yamaha-final-dissertation-report 70/70
BIBILIOGRAPHY
Economic times
www.yamaha-motor-india.com
www.google.com
monthly journals
Recommended