Yamaha Corporation was established in 1887 in Japan as a piano and reed organ manufacturer. It has since grown to become the world's largest manufacturer of musical instruments as well as a leading manufacturer of motorcycles, audio/visual equipment, semiconductors, and other products. Yamaha's vision is to be a market leader in high growth businesses and provide world-class, innovative products. It aims to experience supreme quality through groundbreaking products that touch people's lives and hearts.

1. YAMAHA CORPORATION

2. YAMAHA CORPORATION BACKGROUND
• Nippon Gakki Co. Ltd. (currently Yamaha Corporation) was established in
October10, 1887 as a piano and reed organ manufacturer by Torakusu
Yamaha in Hamamatsu. The company's origins as a musical instrument
manufacturer are still reflected today in the group’s logo a trio of
interlocking tuning forks.
• In 1983, Yamaha made the first commercially successful digital
synthesizer, the Yamaha DX7. It was became one of the best selling
synthesizer in history, selling over 100,000 units.
• In 1987, to celebrate the 100th anniversary of the firm, the company
seventh president of Genichi Kawakami(the third generation) changed
the company name to Yamaha corporation.

3. • Yamaha has grown to become the world largest manufacturer
of musical instruments, as well as a leading manufacturer of
semiconductors, motor cycles and vehicles, sporting goods,
audio/visual, computer related products, home appliances,
specialty metals, industrial robots and other products.

4. YAMAHA CORPERATION VISION & MISSION
Vision
 To become an indispensable, brilliantly individual company
 To be market leaders in areas of high growth business
 Provide world class quality products and services to customers
 Trust on developing major export markets
Mission
 Yamaha corporation used a Japanese word(Kendo) to describe their corporate
mission. Kendo describes the experiencing supreme quality and performance.
 Yamaha believe leisure to be paramount for a balanced, full and pleasurable life.
Whichever products their customers choose to enjoy. More than that, they offer
the promise of intense satisfaction through the use of groundbreaking, innovative
products that touch not only people’s lives, but also their hearts.

5. Functions on marketing
Functions
on
marketing
Product
planning and
developments
Physical
distribution
functions
Collections
of Market
informations
Product planning and
developments
Four Stages Process
 General ideas (creating an
ideas and developing it for
commercial sale)
 PIES technique(Preliminary
Innovation Evaluation
System)
 Protecting ideas
 Finalizing design research
and development

6. Physical distribution functions
Collection of Market information
 They did market research
in advance that their
products are declining
because of rising financing
cost. As they were focusing
rural market and rising
financing cost has affects
the sales of their products.

7. Target market, Segmentation
Yamaha mainly targets the middle-class
people who are looking for something stylish,
offering good mileage guarantee and will not
break the bank. Its also targets (18-50 years)
customers. Fortunately, The biggest parts of
population today comprise of the middle class
with the youth age group also taking a great
claim of the population.

8. The four P’s of marketing
Products
 Keyboard instrument
 Furniture
 Harmonicas
 Audio equipment (crank
phonograph first)
 Guitars
 Yamaha motor company
(motorcycle, vehicles, watercraft
and other products)
 Sporting goods (Starting with
archery)
 Music schools
 Metal alloys
 Band instruments
 Drums
 Semiconductors
 Industrial robots
 Yamaha entertainment
group (record company)
 Applications

9. Price
 Yamaha give the price of normal
products and give the looks of
super quality products.
Promotion
 Promotion will probably consist
of a large amount of customer
education, since the company
offering them something they
have never seen before, boarder
than the niche efforts they’ve
used in the past.
Place
 Yamaha spell out where
the product or service is
available. This may either
be online or offline, they
informed the public where
the products may be
available. Yamaha places
their products in
showrooms as well their
full descriptive images
online.

10. The Value Chain
 Inbound logistics
Yamaha procures the heavy components raw materials from its vendors
in Japan and Thailand.
 Operations
Yamaha has two plants. Manufacturing of engines and gears are done in
Faridabad plant while production runs in Surajpur. They have separate
departments for activities like painting, welding etc. The lead time of
the bikes is very high as compared to their competitors.
 Outbound logistics
Yamaha India serves not only rural areas but also foreign markets such as
Argentina , Mexico, Philippines, and Bangladesh etc. Yamaha does not
offer any credit terms to its dealers except in discretional cases such as
aberration to the industry trend of an average of 2 month credit period.

11.  Marketing and Sales
They also promote their products through Road Shows,
Rock concerts in the country. Yamaha has introduced the
unique concept of Yamaha Bike Station (YBS), an authorized
Yamaha Dealership with the Best 3S facility - Best Show
room, Best Service Facility and Genuine Parts.
 Service and Supports
Customer satisfaction has always been the top priority of
Yamaha. The Yamaha Best Service Stations are planned to
increases. To provide good service, Yamaha ensures the
availability of all major parts with their dealers. It also
provides engineers to engineers to dealers to provide the
service to their customers.

12. The Supportive Activities
Procurement
The procurement system in Yamaha is totally online. The role of
Purchase Management is to negotiate with the vendors on the
terms of price and delivery.
Technology Development
Yamaha’s technology in India is fully supported by its parent
company from Japan. They introduced a very high technology
which differentiates Yamaha from its competitors in this segment.
Human Resources management
They have more than 2000 employees including staff and
managers. All activities in the company are headed by Japanese
except HR Department.

13. Online Marketing
 Yamaha corporation totally used online marketing such as
their own Websites, Search ads, display ads, Facebook,
Twitter and You tube. In order to attract their customers,
they post twice daily the latest product or a commercial
with famous celebrities. The most successful way that the
company doing is sharing passionate video about their
product, to preserve the consumer.