Swot & Marketing Mix of Yamaha Essay Example

style="text-align: justify;">The competition s trying to figure out the next best thing also.

Opportunities

• Motorcycles are becoming a means of transportation because of gas prices.
• The capital for Yamaha as of September 30, 2007 was 48,290 million yen.
• Yamaha has 107 consolidated subsidiary companies.
• They also have 11 non-consolidated subsidiaries.
• Growth due to taking on more shares of stock.

Threats

• The economy is a big threat to increasing sales.
• Technology costs a lot of money and consumers want technology without paying for it.
• Price of new regulations to keep motorcycles legal.
• Technology costing more money.

Matching Strengths to Opportunities/ Converting Weaknesses and Threats

• Because of gas prices are so high Yamaha can make a special involving buying a motorcycle and getting some free gas.
• Yamaha Motor Corporation has many different outlets to raise their capital.
• Yamaha Motor Corporation is starting to own more of their stock 7% more to be exact. Hopefully they can obtain more.
• A way Yamaha Motor Corporation increase sales is to keep an eye on the economy to help make it easier to own a Yamaha.
• Yamaha could start to charge more money to put better technology in their vehicles, but a downfall to that is it will be hard to squeeze people for more money even if they want the technology.

Marketing Objectives

Yamaha Motor Corporation

is in the business of making dirt bikes and other fun toys better and safer for all who enjoy them. It is their goal to continue to grow in their market. Yamaha Motor is a company that has worked since its founding to build products of high-quality and high performance. They also strive to be light weight and have a compact frame. Yamaha is a people orientated company.

This is a fundamental element in their product creation and other corporate activities. They try to make products to make consumer more fulfilling by offering greater speed, greater mobility and greater potential. The overall marketing objectives really are to make the customer happy. They do this by providing the best possible product that they can. Yamaha strives to make sure that their products remain above the rest. V. Marketing Strategies A. Target Market(s): Yamaha Motor is doing whatever they can to target every market possible. They target adults, teens, and children both male and female.

They do everything to make it possible for everyone to get a chance to ride a Yamaha. Yamaha is smart because they have many different options for people. This means they have something not only for all ages, but also for people who like different seasons. The have of course motorcycles, ATVs, sport ATVs, side by side, dirt bikes, boats, waverunners and many other things. Yamaha has vehicles for pleasure, sport, personal commuters, work and life support.

Target Market 1: Yamaha has an extended line called Star motorcycles. This target market includes people who want to drive a classy machine for the road. These motorcycles are for a people

who want a nice smooth ride. Usually the people riding these bikes are older and appreciate a nice classic motorcycle. To be able to ride a Star motorcycle legally the rider must have a motorcycle endorsement.

Target Market 2: Yamaha also has a wide array of outdoor vehicles for the sportsman/woman. These include the utility ATV, side by sides and also generators. The atvs are built to take whatever abuse you can try. They are great for hunters who want to make their lives easier. Side by sides can be used to work by being able to tow things. These are also great for go 4 wheel driving or hunting also.

Target Market 3: Yamaha has yet another target market with their sport ATVs. These are for those who love speed and 4 wheels. A lot of these atvs are used in professional events. These atvs are in range from 700 ccs to 50ccs. Which means the target market expands through adults and children. This is great for those children who want to ride the same machine as their parent.

Target Market 4: Yamaha’s street motorcycles are different then the Star Motorcycle line. The bikes in this category are usually for the younger adult rider who wants a fast machine. These machines attract both younger adult and those adults who want to be younger. To ride these the rider must have a motorcycle endorsement.

Target Market 5: Yamaha has scooter too. These are very versatile because they can be fun for all ages. These are great for those who cannot ride a real motorcycle. They have made these scooters so

that they can be used on many roads, but cannot be used on expressways due to the lack of speed. These are perfect for people who want to perhaps save money and gas by traveling to work. These are also great for people in towns with bad traffic.

To ride these machines the rider must have a motorcycle endorsement. Target Market 6: Yamaha has lines of snowmobiles. These snowmobiles are for those who like snow and speed. A great target market includes mostly adults, but teenagers can also take part in riding these machines. Target Market 7: Yamaha has awesome dirt bikes and motor cross bikes for all ages. Like the atvs everyone can use these dirt bikes. The only stipulation with dirt bikes is you have to be able to reach the ground. Target Market 8: For those adrenaline junkies who lover the water Yamaha makes many different kinds of water vehicles.

These waverunners are used to yip around on the lake for 1 to 3 people. To be able to ride these they have to have a boaters license or adult supervision. B. Marketing Mix 1. Product: As one can see from all the target markets that Yamaha has one can tell that there are many different products. Not only are there over 8 different target markets, but within those target markets are many different extensions of the products. These products are high-quality to exceed customers need for speed and safety. 2. Price: Yamaha has competitive prices for high-quality products.

The prices differ based on the vehicle and the amount of power in the vehicle. The price of a Star

motorcycle is also very competitive with Harley Davidson. 3. Distribution: To distribute the products of Yamaha there are networks of dealerships that sell and market Yamaha’s products. Yamaha sends their products to the dealerships. The great thing about dealerships is that only certain competitors are in those dealers with Yamaha’s. There are even many dealerships that strictly sell Yamaha products, which of course is the best option. 4. Promotion: To promote Yamaha products they offer different specials during the different seasons.

These include special financing options that make people want to go out and buy. Yamaha also has specials off of accessories when certain products are purchased. VI. Marketing Implementation Marketing Organization: Because Yamaha’s products span across the world they must have great organization skills. In each country there are different standards and different products. Yamaha has different divisions that take care of products of the other countries. This allows divisions to be able to focus on their country and what products are needed. Yamaha works hard to keep products organized, and people.

Part of their marketing organization is to hire people that will best meet their needs to have a great product. VII. Evaluation and Control A. Performance Standards and Financial Controls: Yamaha has high performance standards to make sure that their product is the best product possible. According to their website they want to increase sales by 10% by December 31, 2007. This will help them increase their profits by 22 yen. Yamaha plans to do this by having great performance standards. B. Monitoring Procedures: They monitor their sales by using their actual sales vs. their planned sales.

These are

monitored constantly by the companies stock performance and sales. If sales are up then the stock is worth more. 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 Appendixes QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.