YAMAHA MOTOR CORPORATION
Table on Contents Executive Summary Environmental Analysis A. The marketing Environment B. Target Market(s) C. Current Marketing Objectives and Performance III. SWOT Analysis A. Strengths B. Weaknesses C. Opportunities D. Threats IV. Marketing Objectives V. Marketing Strategies A. Target Market(s) B. Marketing Mix VI. Marketing Implementation VII. Evaluation and Control A. Performance Standards and Financial Controls B. Monitoring Procedures References Appendixes I. II.
I. Executive Summary Yamaha Motor Corporation was founded on July 1, 1955. They started out by making a motorcycle called the Ya-1. By the late 1960’s Yamaha proved themselves to be superior innovators. Yamaha Motor Corporation now spans in North America, Europe, Asia, Japan and other counties. They are a company that has 41,958 employees as of December 31, 2006. Yamaha Motor Corporation is a part of Yamaha Corporation. They have since expanded the gap between them due to Yamaha Motor Corporation’s expansions. Yamaha Motor Corporation continues to be innovators in motorized vehicles. They are number 2 in the world. Yamaha Motor Corporation is constantly trying to improve both their products and people. To improve their products they are improving their technology. To improve their people they are being socially responsible by volunteering with different organizations to make the world a better place. II. Environmental Analysis Yamaha Motor Corporation was branches off from Yamaha Corporation. The were founded in 1955. The first motorcycle they came out with was the Ya-1, which won 125cc class in the same year. Yamaha started in Japan and spread through out the world. A. The Marketing Environment 1. Competitive Force: Yamaha has many competitors. Most of which are very competitive and a threat. The products are all very similar to each other. Some of Yamaha’s competitors include, but are not limited to: Honda, Suzuki, KTM, Kawasaki and Harley Davidson. To keep up with these companies Yamaha must keep competitive prices along with innovative products. Honda, Suzuki, KTM, and Kawasaki are Yamaha’s top competitors. All 4 are in the same price range. Harley Davidson is a competitor to Yamaha’s Star motorcycles along with the other road vehicles Yamaha has. 2. Economic Forces: The economy has a lot to play in Yamaha’s success. If the economy is good people have more income to buy products that aren’t necessarily a necessity. The economy helps gage what will sell also. Now we have seen a great increase in gas which can make for more motorcycles and scooters on the road to help ease the pain at the pump. The competitors have a big impact on the sales of Yamaha’s motorcycles. For instance if there is someone who has no specific brand that they want and another competitor has a better deal odds are they might go with the competitor instead of driving a Yamaha. 3. Legal and regulatory forces: Legal issues that affect Yamaha. Yamaha has to make sure that everything goes along with standards to be a responsible company. They have to keep up with emissions rules. Perhaps an even bigger legal issue is the safety of the products they sell. If Yamaha fails to recognize a problem it can lead to a lawsuit, which could hurt the company. 4. Technological forces: Technology is a big issue in any industry. Yamaha has to keep up with their competitors and be the latest and greatest company. Yamaha
must constantly figure out ways to make the fastest and safest machines on the road because there are many other companies. Yamaha was the first to come up with the 4-stroke engine. Before that everyone had 2-stroke engines. Yamaha is now working on technologies to make their products better for the environment. Yamaha is coming up with new technologies to help the environment and making old technologies better. Yamaha has also made a hybrid bike. Their ultimate goal is to be the only brand that people want. Not only are they the ones who came up with...
References: http://www.yamahamotor.co.jp/global/about/index.html http://www.yamahamotor.com/corporate/company/companyhome/home. aspx http://www.roadracingworld.com/news/article/?articl e=30825
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