A research report on under performance of yamaha motor bikes in 100 150 cc catagory
Research REPORT ONUNDER PERFORMANCE OF YAMHA MOTOR IN 100-150CC BIKES CATAGORY Work SHoP oN rESErCH METHoDoLoGY NaME of STuDENT- CourSE- MBa SECTioN- C (2ND SEM) roLL NuMBEr- 58 MoBiLE No.- E-MaiL iD- Submitted to
ACKNOWLEDGEMENTI express my sincere gratitude to my industry guide ……………………………………….Marketing Manager INDIA YAMAHA MOTORS, for his able guidance,continuous support and cooperation throughout my project, without which thepresent work would not have been possible.I would also like to thank all INDIA YAMAHA DEALERS in Bangalore, for theconstant support and help in the successful completion of my project.Also, I am thankful to my faculty guide …………………………. of my institute(IIBS), for his continued guidance and invaluable encouragement.One more thing we want to share that we have learnt a lot while doing this project,e.g. we have met with a large number of people, having different behaviors,different perceptions, different thinking, different way of talking and many more,and from them we have really learnt a lot. And also we have enjoyed a lot whiledoing this project.
Page: 1 EXECUTIVE SUMMARY This research is a hypothesized study which was conducted to measure the underperformance from the Yamaha’s products such as YAMAHA FZ & YAMAHA FZS in 100=150 CC criteria; this research was conducted in the Bangalore. This research was done during the months of June and July2010.Hence the data displayed has been collected during the mentioned period. To meet the research objectives, following activities have been performed. 1. An extensive search of relevant literature from news articles, internet, books. This step guided the development of the methods and instruments for collecting data. 2. Designing the questionnaire. 3. Survey has been carried away by telephone, one-on-one interviews; The Survey included both quantitative, forced-choice or close ended questions and qualitative, open-ended questions. 4. Analysis was done on the basis of the information. During this research it was found that Yamaha’s 100-150CC bikes has under performance and also what are the reason of underperformance in 100-150CC
criteria . FZ & FZS are awarded as a BIKE OF THE YEAR. India Yamaha Motors, a company that is known for combining technology, quality and performance in their bikes, had taken an initiative to introduce some ofPage:their 2 performance driven bikes in India last year and are now reporting growth rate only of 23.43% in sales during May 2010 having sold 15120 units as compared to 12250 units in may current year. With their product line-up being the FZ-16, FZ-S and the R15, India Yamaha Motors is also providing their customers with Different experiences with their various programs such as allowing the customers to drive their bikes on a race track. It is also seen that Yamaha is focusing on the Premium segment of bikes which is slated to welcome new players. Yamaha would have to constantly innovate and come up with new products to maintain its dominance in the segment.
Page: 3 Background of the company Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well, bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers. The company pioneered the volume bike segment with the launch of its 100 cc 2- stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc). VISION To 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".
Page: 4 MISSION We are committed to: Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products, focusing on serving our customer where we can build long term relationships by raising their lifestyle through performance excellence, proactive design & innovative technology. Our innovative solutions will always exceed the changing needs of our customers and provide value added vehicles. CORE COMPETENCIES Customer #1 We put customers first in everything we do. We take decisions keeping the customer in mind. Challenging Spirit We strive for excellence in everything we do and in the quality of goods & services we provide. We work hard to achieve what we commit & achieve results faster than our competitors and we never give up.
Team-work We work cohesively with our colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation. Everyones contribution is equallyPage: important for our success. 5 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 organizations goals. OVERVIEW FOUNDED: July 1, 1955 CAPITAL: 48,302 million yen (as of March 31, 2008) PRESIDENT: Takashi Kajikawa EMPLOYEES: 46,850 (as of December 31, 2007) PARENT: 9,019 (as of December 31, 2007) SALES: 1,756,707 million yen (from Jan 1, 2007 to Dec 31, 2007) PARENT: 799,209 million yen (from Jan 1, 2007 to Dec 31, 2007)
Page: 6 1.6 RECENT LAUNCHES YAMAHA FZ-S Yamaha FZ-S 150cc, a recently launched bike by the industry giant Yamaha. After the grand success of FZ-16 Yamaha has finally launched its modified version (FZ- S) in India. This fabulous bike is equipped with all the necessary features one may think of. It stands ahead in style and performance not only in its segment but beyond. This bike is best suited for those who want elegance and power in one. It is designed and engineered with the capacity for active and aggressive enjoyment of around-town street riding and styling, bringing a sense of pride for the owner of the bike. It is especially designed to satiate riders desire for style and fashion. It is popularly referred as the “Stylish Macho Street Fighter” (Lord of the Streets). The primary features of Yamaha FZ-S include:
• European international design • Stainless steel bodyPage: 7 • Aerodynamic muscular design • High torque rate • Carbon pattern meter console • Latest graphics • Disk brakes • Electric start starting system • Electronic fuel injection system YAMAHA YZF R15 This is the latest offering from the Yamaha stable. The YZF R15 is the first truly sports bike launched in India. The looks and design have been done keeping the bigger R1 in mind and hence the resemblance. The bike is priced at Rs.97,500 (ex-showroom) across India. It boasts of the first liquid cooled 4 valve engine in the two wheeler category which gives it better
performance and power. It is a 150cc bike having enough power to bring chills to the rider when he revs up the accelerator.Page: 8 Problem of now days Yamaha is a jaunts company in the category of 200-220 CC bikes. Yamahas association with India began in 1985 for the first time when it provided technical assistance to the Escorts Group in manufacturing of motorcycles. From the year of 1996 they are producing 100 -150 CC bikes for Indian market. They are straggling from that day to today in 100-150 CC category bikes. Because they always face core competency from two Indian market leader these are Hero Honda and Bajaj. Yamaha also have core competency but they till now in third position in 100-150 CC category bikes. • Therefore my research on Why Yamaha Ltd performance not up to the mark in 100-150 CC bikes category in Indian market.
Proposal:-They have so many strength like size and scale of parent company, committed and dedicated staff, high emphasis on R and D, experience in the market, establish brand, establish market channel. They have so many opportunities depend on their strength. So the opportunities are, growing premium segment, expansion of target market (include women), increasing dispensable income. Therefore depend on their strengths to grape the opportunities I would like to propose something these are as follows: • The company should be small showroom into big showroom. • The company should be emphasis on aggressive selling. • They have to give effective advertisement in all media. • They have to provide standard free service to the entire customer. • They have to give some offer with their products.Page: 9 Research Objectives • To find out the reasons behind the underperformance of Yamaha bikes in 100-150 CC category in Indian market.
• To analyze the marketing strategies of Yamaha.Page: 10 HYPOTHESES Yamaha’s new launch of FZ & FZS has changed customer’s perception regarding choice of bikes in the 100-150 cc category bikes. H1 = Yamaha new launch of FZ & FZS has not changed customers perception regarding choice of bikes. H0 = Yamaha has regained its image in India after the launch of FZ & FZS. H1 = Yamaha has not regained its image in India after the launch of FZ & FZS. H0 = There is a significant relationship between income group and the choice of features they value most in a two wheeler.
H1= There is no significant relationship between income group and the choice of features they value most in a two wheeler. H0 = There is a significant relationship between income group and the 1st information source for the people. H1= There is no significant relationship between income group and the 1st information source for the people. H0 = There is a significant relationship between age group and the choice of features they value most in a two wheeler. H1= There is no significant relationship between age group and the choice of features they value most in a two wheeler. H0 = There is a significant relationship between age group and the 1st information source for the people. H1= There is no significant relationship between age group and the 1st information source for the people.Page: 11 Research Methodology Research methodology is the way to systematically solve the research problem. The method used for the research is Descriptive Research, to find out our Objectives. The report has been prepared on the basis of information collected from different sources. In order to achieve the objective of the project proper research method was applied.. After giving through brain storming session, objectives were selected and the set on the base of these objectives, a questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems. I have selected the following method: • Primary Method
• Secondary Method Method: - The Primary Data is to be collected through • 1. Questionnaire • 2. Personal interview Secondary Method:- The secondary data is to be collected from • service centers • Internet • Journals & Magazines • WebsitesPage: 12 Data Design This study is a mix of explorative and formal methodologies adopting monitoring and observing to study the dealerships in Bangalore and communication to elicit responses from customers. This is a cross sectional study done during the months of June and July. For the customer satisfaction study a questionnaire was formulated containing 17 closed ended questions which were sent out for response through the internet and mainly through personal interviews of customers at Yamaha dealerships. This data was later analyzed using SPSS through performing the cross-tabulations on various
involved variables. Results of this step formed the basis of the recommendations given to the company. To know the Yamaha under performance and marketing strategy in motorcycle market, census method was chosen and all the dealership were individually visited in the area of Bangalore Auto Sales(Yamaha), I did a market survey by taking open interviews to the dealers and brokers of the market.Page: 13 Data Sampling For the sales promotion study a census methodology was adopted and all the dealerships and brokers of that region were visited.
For the customer satisfaction study a sample of 100 persons was chosen from the Yamaha’s dealership in Bangalore. The sample was judgmental and methodology was non probability sampling Size of Sample 100 Sampling technique Judgmental (Non Probabilistic Sampling) Location from which samples were Bangalore takenPage: 14 Data Analysis 1. What is your occupation?
• It is found that Mileage is the main factor which influences to a consumer in his buying decision • Styles of the most Yamaha bikes are sporty type. • Yamaha after sales service is less than other bike companies. • The engine power of Yamaha bikes is standard. • The advertisement of Yamaha is not attractive. • They did not try to follow up their dealers. • They did not launch any bike for women in India.Page: 31 LIMITATIONS OF THE STUDY
• One of the biggest limitations with this project work is the time factor. Since we had got only 40 days for doing this project, therefore we think it was less time for doing this project work. Time was very much limited and as a result we were restricted with the time bound. • Another limitation was with the language. While doing the research work, we faced a lot of problem regarding the language. Since every person didn’t understand English, therefore we had to make them understand in different languages like Cañar and Tamil. • This research is geographically restricted to Bangalore only. Hence the result cannot be extrapolated to other places. • The study is restricted only to the organized sector of two wheeler industry • The seriousness of the respondents and their ability to justify their answers may also be a limitation. • The sample size is small due to the specified reasons. • Findings are based on sample survey. • All interview questions are undisguised or direct. Hence there is a scope for the respondents to be biased or pretentious.Page: 32 CONCLUSION
After the completion of project I have seen the different aspects of this Training Project. Also I have gained some new experience about the consumer research. While surveying I have met a large number people, with different perceptions, with different nature, and as a result of this I have learnt a lot of things like how to talk with the different people with different behavior. After The Separation Main focus of Yamaha has been to Capture the Indian Market Through its Product Which are Best In terms Of style & Design and is trying to achieve the target of 14% which it has laid down for the coming years its Recent Launched Bike FZS & R15 have shaken the market leader Like Bajaj & Hero Honda & is giving them a tough competition & soon going Launch Few More Bikes in the market. But in a country like India where customer generally appreciates mileage it becomes necessary for a company like Yamaha which produces Bikes whose prices are towards the higher end to focus on other factors too which influence the consumer choice of Product like Prices , After sale services and Many more.Page: 33 RECOMMENDATIONS AND SUGGESTIONS • Yamaha should focus on its advertisement and mileage.
• Yamaha should also give some offers with their different models. • The company should also launch some cheaper models so that the students can buy more. • SHOULD IMPROVE THE AFTER SALE SERVICES: During the survey we found that Yamaha is not satisfying their customers in after sales services, employees at dealership sometimes use harsh words and become rude to the customers, parts of the bike are not easily available in the market. This is the major drawback in capturing the market share so Yamaha should take some better steps to satisfy and retain their customers. • WEAK FOLLOW UP FROM DEALERSHIPS: We observed during the course of our studies that Yamaha was quite weak in following up with prospective customers. There was no communication from Yamaha showrooms asking the customers if and when they are willing to buy their bikes. Hero Honda, Bajaj and Honda showrooms were extremely attentive in this regard and perform maximum follow up on prospective customers. • MEASURES SHOULD BE TAKEN TO IMPROVE ITS DEALERSHIP: Yamaha which is trying to build a brand new image of a high tech and stylish brand of sports bikes should take appropriate steps to show it in their showrooms. • AGGRESSIVE SELLING: The Company should follow an aggressive selling concept. A non-aggressive selling concept which is clearly visible in its advertising campaign which does not hit on the customer rather aims to provide information in a subtle manner.Page: 34 BIBLIOGRAPHY
Books 1. Research Methodology written by C.R.Kothari. 2. Marketing Management written by Philip Kotler. 3. Consumer Behavior written by Schiffman & Kanuk.Websites 1. www.google.com 2. www.yamaha.com QuestionnaireContact No: Place: Model: CC: Date of Purchase: 2. Name: 2. Age
3. Age 4. Marital status: a) Married b) Single 5. What is your occupation? a) Student b) Office employee c) Factory employee d) shop owner e) Business person f) other 6. Monthly household income; a) Up to Rs 10000 b) Rs 10001-20000 c) Rs20001-40000 d) Rs 40001-60000 e) Rs 60001-80000 f) Above 80000 7. Which MC do you own? a) Hero Honda b) TVS c) Bajaj d) Yamaha e) Others.7. Did you considered other motorcycle while buying the Yamahamotorcycle? a) Yes b) No8. Have you seen TV/Radio/News Paper/ Others advertisementregarding Yamaha bikes? a) Yes b) No9. Please specify your source of awareness for your bike? a) TV b) News Paper c) magazine d) Showroom e) Family/ Friends10. What were the criteria for you to do buy your bikes? a) Features/ quality b) Mileage c) Price d) Brand Name/ Image11. Are you satisfied with current mileage? a) Yes b) No c) Not sure12. Do you think that price of all Yamaha bikes are higher than theother companies’ bikes? a) Yes b) No c) Not sure13. How many free services are you expecting? a) 3 b) 5 c) above 514. Are you satisfied with the free service of Yamaha?
a) Yes b) No c) Not sure15. Do you think that the styles of Yamaha bikes are sporty? a) Yes b) No c) Not sure16. Do you think that the Engine powers of Yamaha bikes are betterthan most other bikes? a) Yes b) No c) Not sure17. What are the feeling/ reaction of you to your motor cycle? a) Trendy b) Macho c) Stylish d) Poor resale value.