YAMAHA MOTORS

Torakusu Yamaha (Yamaha means "mountain leaf").

Japanese motorized vehicle-producing company, located in IWATA, SHIZUOKA

CEO Genichi Kawakami, on July 1, 1955. Research into metal alloys for use in acoustic pianos. Motorcycles, all-terrain vehicles, boats, marine engines including outboards, automobile engines, personal watercraft and snowmobiles.

Growth Story

Govt. policies facilitating growth Increase in purchasing power in rural sector Saturation in the developed nations making India the 2nd largest market Growing working population fast paced urbanisation Changing perception of consumer bike as style icons

Competitors Domestic companies :- Hero & Bajaj.

Foreign companies :- Honda & Kawasaki

 The Americas USA, Canada, Mexico, Brazil. Asia / Oceania India, China, Thailand, Malaysia.

Green field investment Europe Belgium, Denmark, France, Germany. Joint ventures Acquisitions

115 subsidiaries & 28 associates

Factor Conditions :- Less

Productivity

Related & Supported Industries :- Auto Component

Industry

Demand Conditions :- Low

Demand

Firm Strategy & Rivarly :Localisation Of 4 Ps

Political Environment
The organizations activity is in the framework of the regulations in the area it operates.

Economic Environment
The slow economic growth in Indonesia and the increasing number of people keep cheap workers available to work in the factories.

Technological Environment
In manufacturing the motorcycles, there are five steps such as welding, painting, furnishing, assembling, and machining.

Joint venture with ESCORTS in INDIA :-

It enters into a 50:50 joint venture with Escorts in 1996.

Joint venture with LINHAI in CHINA :Yamaha Motor has reached a 3-way agreement with the Chinese motorcycle engine maker Jiangsu Linhai Power Machinery Group Corporation . Acquisition of NEXO SA in FRANCE :-

Yamaha Corporation in the strategic acquisition of the majority stake held by the founders of Nexo SA, a leading French manufacturer and seller of professional acoustic speaker systems

 Language Individualism v/s collectivism Co-operation Uncertainty Avoidance

Masculinity/Femininity
Conflict Resolution

Multidomestic Strategy :It is a strategy by which companies try to achieve maximum local responsiveness by customizing both their product offering and marketing strategy to match different national conditions.

Yamahas Overseas Strategy: The four localizations

1.Localization of Products 2. Localization of Profits 3. Localization of Production

4. Localization of Management

1. Creating value that surpasses customer expectations 2. Establishing a corporate environment that fosters self-esteem 3. Fulfilling social responsibilities globally

Yamaha is a Japanese co. Part of Yamaha corporation. In 1954 production of the first motorcycles began, a simple 125cc single-cylinder twostroke Yamaha accepted the green field technique to globalise all over the world mainly in the region of Americas, Asia/ Oceania & Europe. In 1973 production topped one million (1,000,000) motorcycles per year for the first time, leaving Suzuki way behind at 642,000 and catching up on Honda's 1,836,000 In coming futures Yamaha is planning to launch its 1st scooter/moped in INDIA called as Ray. The company plans to expand its production capacity to 1 million units in 2012. A/c to the India Yamaha Motor National Business Head Roy Kurian report Yamaha is planning to invest Rs 800 crores in 2012-13 on production enhancement.