A Project Report On Marketing & Sales in

YAMAHA at Mahesh Motors

A Summer Training Project Report Submitted
In Partial Fulfillment Of The Requirements For The
Award Of Degree Of

MASTER OF BUSINESS ADMINISTRATION

ACADEMIC SESSION (2013-2015)

Submitted By:Guided By:Prateek Kapil

Mrs.AnuradhaYesugade

BHARTI VIDYAPEETH DEEMED UNIVERSITY

INSTITUTE OF MANAGEMENT AND

ENTREPRENEURSHIP
DEVELOPMENT, ERANDWANE, PUNE-411038

COMPANY CERIFICATE
This is to certify that the project report entitled Marketing &
Sales in YAMAHA at Mahesh Motors Submitted to the
Bharati Vidyapeeth Deemed University, Pune in partial fulfillment
of the requirement for the award of degree of MBA is an original
work carried out by Mr Prateek Kapil under the guidance of Mr
ARUN KUMAR. The matter embodied in this project is a genuine
work done by Prateek Kapil to the best of my knowledge and
belief and has not been submitted before, neither to this
university nor to any other university for the fulfillment of the
requirement of any course of study.

Signature of the Student

Signature of the Guide

CERTIFICATE
This is to certify that the project titled Marketing & Sales in
YAMAHA at Mahesh Motors is an academic work done by
Prateek Kapil submitted in partial fulfillment of the
requirement for the award of degree of MBA Bharti
Vidyapeeth Deemed University ,Pune .it has been completed
under the guidance of Mrs. ANURADHA YESUGADE. WE
are thankful to Mahesh Motors for having allowed our
student to undergo project work training .The authencity of
the project work will be examined by the viva examiner
which includes data verification, checking duplicity of
information etc. and it may be rejected due to non fulfillment
of quality standards set by the Institute.

DR SACHIN S. VERNEKAR
(DIRECTOR IMED)

DECLARATION

I hereby declare that all the information that has been

collected, analyzed and documented for the project is
authentic possession of mine.

I would
neither
means.
already

like to categorically mention that the work here has

been purchased nor acquired by any other unfair
However, for the purpose of the project, information
compiled in many sources has been utilized.

PRATEEK KAPIL

ACKNOWLEDGEMENT

No small task however can be completed without proper

guidance and encouragement. It gives me great pleasure to
excess my deep sense of gratitude and reverence to every
person who directly or indirectly has helped to create a
congenial atmosphere for successfully completion of this
project report.

I would like to extend my sincere thanks to Mr Arun Kumar

my project guide for his guidance and support through my
training at Mahesh Motors. His calm demeanour and
willingness to teach has been a great help in successful
completion of my project. My learning has been
immeasurable and working under them was a great
experience .My sincere thanks also extend to all the staffs of
Mahesh Motors. For providing a hospitable and helpful work
environment and making my summer training an exciting
and memorable event.
My heartful thanks are also towards the guide of my
institute. Mrs. Anuradha Yesugade without her continues help
and enthusiasm the project would not have been
materialized in the present form

Finally I also wish to thank the DR Sachin Venekar, Director

IMED Pune for making this experience of summer training in
an esteemed organization Mahesh Motors. The learning
from this experience has been immense and would be
cherished throughout life.

Mr. Prateek Kapil

CHAPTER 1: INTRODUCTION
AUTOMOBILE INDUSTRY
Indian automobile industry has grown leaps and bounds since 1898, a
time when a car had touched the Indian streets for the first time. At
present it holds a promising tenth position in the entire world with
being number two in two wheelers and fourth in commercial vehicles.
With standing a growth rate of 18% per annum and an annual
production of more than 2million units, it may not be an exaggeration
to say that this industry in the coming years will soon touch a figure of
10 million units per year. Besides a steady growth in India's fiscal
system, the expansion of Indian middle class has also played a major
role in drawing the attention of international auto manufacturers
towards the Indian Automobile Market. Forever, India is one nation
which provides skilled workforce at cut-throat prices making itself a
preferable manufacturing centre. The magnetism of the Indian markets
and the decline of global auto industries such as Japan, Europe and US
have triggered the influx of new conglomerates along with huge capital
investments in the sector.

Indian Two-Wheeler Industry

India is the second largest producer and manufacturer of two-wheelers
in the world. Indian two-wheeler industry has got spectacular growth in
the last few years. Indian two-wheeler industry had a small beginning
in the early 50's. The Automobile Products of India (API) started
manufacturing scooters in the country. Bikes are a major segment of
Indian two wheeler industry, the other two being scooters and mopeds.
Indian companies are among the largest two-wheeler manufacturers in
the world .Hero Honda and Bajaj Auto are two of the Indian companies
that top the list of world companies manufacturing two-wheelers.
Foreign collaborations have been playing a major role in the growth of
the Indian
two-wheeler market , and most of them are Japanese firms. The
modern two- wheeler firms in India have been manufacturing new

categories of two wheelers such as Step- Through and Scooters. These

have been produced by combining two or more two-wheeler segments.
Foreign firms have already taken initiatives to own their two-wheeler
subsidiaries in India. The two-wheeler market was opened to foreign
companies in the mid 1980s. The openness of Indian market to foreign
companies led to the arrival of new models of two-wheelers into India.
Easy availability of loans from the banks, relatively low rate of interest
and the discount of prices offered by the dealers and manufacturers
lead to the increasing demand for two-wheeler vehicles in India. This
led to the strong growth of Indian automobile industry. Kinetic Honda
was introduced in the Indian market during the mid 80s. The main
feature of Kinetic Honda was its ease of use. This helped the
youngsters and the women to buy scooters Major players in the 2wheeler industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd
(Bajaj Auto) and TVS Motor Company Ltd (TVS). The other key players
in the two-wheeler industry are Yamaha Motors India Ltd (Yamaha),
Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd
(HMSI).

OVER VIEW OF YAMAHA MOTORS PVT. LTD.

Yamaha Motor Co., Ltd.

Founded
July 1, 1955
Capital
85,753 million yen (as of March 31, 2015
President
Hiroyuki Yanagi
Employees
(Consolidated)
52,662 (as of December 31, 2014)
Parent :10,377(as of December 31, 2014)
Headquarters
2500 Shingai, Iwata-shi, Shizuoka-ken, Japan
Group Companies

Consolidated subsidiaries: 107

Non-consolidated subsidiaries: 4 (by the equity method)
Affiliates: 26 (by the equity method)
Sales (from January 1, 2014 to December 31, 2014)

Consolidated
1,521,207 million yen
Parent
597,577 million yen
Sales Profile (Consolidated)
by Region

by Product Category

Profile Of The Organization

ABOUT INDIA YAMAHA MOTOR PVT. LTD.

Yamaha made its initial foray into India in 1985. In August 2001, Yamaha Motor India
became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui &
Co., Ltd. entered into an agreement with YMC to become a joint-investor in the company
"India Yamaha Motor Private Limited (IYM)". IYM's manufacturing facilities comprise
of 2 State-of-the-art Plants at Surajpur (Uttar Pradesh) and Faridabad (Haryana). The
infrastructure at both the plants supports production of motorcycles and parts for the
domestic as well as overseas markets.
With a strong workforce of more than 2,300 employees, IYM is highly customer-driven
and has a countrywide network of over 1200 customer touch-points including 400
dealers. Presently, its product portfolio includes YZF-R15 Version 2.0 (149.8cc), Fazer
(153cc), Fazer Version 2.0 (149cc), FZ-S (153cc), FZ-S FI Version 2.0 (149 cc), FZ
(153cc), FZ FI Version 2.0 (149 cc), SZ-S & SZ-RR (153cc), SZ - RR Version 2.0 (149
cc), Saluto (125cc), SS125 (123cc), YBR125 (123cc), YBR110 (106cc), Crux (106cc) and
Scooters Ray (113cc), Ray Z (113cc), Alpha (113cc) and Fascino(113cc). Its import
portfolio includes VMAX (1,679cc), YZF-R1M (998 cc), YZF-R1 (998cc) and FZ1
(998cc).
The other Yamaha Motor Group Companies in India include:
Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and functions as
the regional headquarters and corporate control body of India business operations for
YMC. YMI is responsible for Corporate Planning & Strategy, Business Planning &
Business Expansion and Quality & Compliance Assurance of Yamaha India Business.
Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC. YMIS is
established by YMC to provide Sales & Marketing services to IYM. Headquartered in
Chennai, YMIS supports IYM to market and sell its motorcycles & scooters in domestic
as well as export markets.

Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100%
subsidiary of YMC. YMRI is established by YMC to provide R&D and Product
development services to IYM. Headquartered in Surajpur, Gautam Budh Nagar (U.P.),
YMRI is engaged in developing new products for IYM for its domestic as well as export
markets. YMRI is the fifth overseas R&D headquarters for Yamaha Motor Group
following Italy, Taiwan, China, and Thailand.
VISION

We will 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".
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.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically and
socially in a responsible manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing
our stakeholder value.
CORPORATE SOCIAL RESPONSIBILITY POLICY

Corporate Social Responsibility (CSR) is strongly connected with the principles of

sustainability; an organization should take decisions based not only on financial factors,
but also on the social and environmental consequences. Therefore, it is the core corporate
responsibility of India Yamaha Motor Private Limited (hereinafter referred to as "the
Company") to practice its corporate values through its commitment to grow in a socially
and environmentally responsible way, while meeting the interests of its stakeholders.
CSR is the continuing commitment by business to perform ethically and contribute to
economic development while improving the quality of life of the workforce and their
families as well as of the local community and society at large. CSR is clearly on capacity
building, empowerment of communities, inclusive socio-economic growth, environment
protection, promotion of green and energy efficient technologies, development of
backward regions, and upliftment of the marginalized and under-privileged sections of the
society.
As a corporate entity, the Company recognizes that its business activities have wide
impact on the societies in which it operates, and therefore an effective practice is required

giving due consideration to the interests of its stakeholders including shareholders,

customers, employees, suppliers, business partners, local communities and other
organizations. The Company endeavour to make CSR a key business process for
sustainable development. The Company is responsible to continuously enhance
shareholders wealth and it is also committed to its other stakeholders to conduct its
business in an accountable manner that creates a sustained positive impact on society. The
Company is committed towards aligning with nature; and has adopted eco-friendly
practices.
Essentially, CSR, which is deliberate inclusion of public interest into corporate decision
making by undertaking different projects for development of society, has the potential of
contributing significantly in the long run to socio-economic growth in the backward
regions and other sections of the society. The emerging concept of CSR goes beyond
charity and requires the Company to act beyond its legal obligations and to integrate
social, environmental and ethical concerns into the Company's business process.
In April 2013, IYM established 2 functionally independent entities namely Yamaha Motor
India Sales Pvt. Ltd. (YMIS) that will cater to the sales and marketing needs of the
company and Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) that is
intended to increase Yamaha's manufacturing competitiveness through the establishment
of an R&D headquarters in India.
CSR does not emanate directly from external demands but from organizationally
embedded processes. These processes prompt the organization to view its relationships
with stakeholders in a different perspective, which in turn influences its engagement with
them. The Board of Directors of the Company has devised social responsible business
practices under the general rules issued by the Ministry of Corporate Affairs for
compulsory implementation of CSR activities.
History

OVERVIEW - INDIAN AUTOMOBILE INDUSTRY

Over a period of more than two decades the Indian Automobile industry
has been driving its own growth through phases. The entry of Suzuki
Corporation in Indian passenger car manufacturing is often pointed as
the first sign of India turning to a market economy. Since then the
automobile sector witnessed rapid growth
year after year. By late-90's the industry reached self reliance in engine
and component manufacturing from the status of large scale importer.
With comparatively higher rate of economic growth rate index against
that of great global powers, India has become a hub of domestic and
exports business. The automobile sector has been contributing its
share to the shining economic performance of India in the recent years.
With the Indian middle class earning higher per capita income, more
people are ready to own private vehicles including cars and twowheelers. Product movements and manned services have boosted in
the sales of medium and sized commercial vehicles for passenger and
goods transport. Side by side with fresh vehicle sales growth, the

automotive components sector has witnessed big growth. The

domestic auto components consumption has crossed rupees 9000
crores and an export of one half size of this figure
Overview Of Automobile Industry
The Indian automobile industry is going through a technological
change where each firm is engaged in changing its processes and
technologies to sustain the competitive advantage and provide
customers with the optimized products and services. Starting from
the two wheelers, trucks, and tractors to the multi utility vehicles,
commercial vehicles and the luxury vehicles, the Indian automobile
industry has achieved tremendous amount of success in the recent
years.
History of the Organization

HISTORY

Yamaha's history goes back over a hundred years to 1887 when

Torakusu Yamaha founded the company, which began producing reed
organs. The Yamaha Corporation in Japan (then Nippon Gakki Co., Ltd.)
has grown to become the world's largest manufacturer of a full line of
musical instruments, and a leading producer of audio/visual products,
semiconductors and other computer related products, sporting goods,
home appliances and furniture, specialty metals, machine tools, and
industrial robots. The Yamaha Motor Corporation, Ltd., begun on July 1,
1955, is a major part of the entire Yamaha group, but is a separately
managed business entity from the Yamaha Corporation. The Yamaha
Motor Corporation is the second largest manufacturer of
motorcycles in the world. Yamaha Motor Corporation owns its whollyowned subsidiary in the U.S. called Yamaha Motor Corporation, USA,
that is handling not only motorcycles, but also snow mobiles, golf carts,
outboard engines, and water vehicles,
under the brand name of Yamaha as well. In 1954 production of the
first motorcycles began, a simple 125cc single-cylinder two-stroke. It
was a copy of the German DKW
design, which the British BSA Company had also copied in the post-war
era and manufactured as the Bantam.
About India Yamaha Motor Pvt. Ltd.
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

becoming a 100% subsidiary of Yamaha Motor Co. , Ltd,

Japan (YMC) . In 2008, Mitsui & Co. , Ltd. entered into an agreement
with YMC to become a joint investor in the motorcycle manufacturing
company "India Yamaha Motor
Private Limited ( IYM)". IYM operates from its state-of-the-artmanufacturing units at
Surajpur in Uttar Pradesh and Faridabad in Haryana and produces
motorcycles both for domestic and export markets. With a strong
workforce of more than 2,000 employees, IYM is highly customer-driven
and has a countrywide network of over 400 dealers .
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. Everyone's contribution is equally important for
our success.
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 organization's
goals.

1COMPETITORS ANALYSIS
Bajaj Auto Ltd. Established in 1945 Bajaj Auto Ltd was incorporated as
a TRADING COMPANY. Till 1959,they imported scooters and threewheelers from Italy and sold them in India. The company got a
production license in the year 1959 and fastened a technical
collaboration with Italian PIAGGIO in 1960.Bajaj Auto Ltd. is one among
India's top ten companies in terms of market capitalization and among
the top five in terms of annual turnover. The company started
producing scooters in the year 1961 and followed three-wheelers
production in 1962. Its collaboration with Piaggio expired in 1971 and
since then, their scooters and three-wheelers are being sold with the

brand name BAJAJ". Maharashtra Scooters Ltd., a Company with 24%

equity participation by the Company and 27% participation from
Maharashtra State Governments Western Maharashtra Development
Corp. was formed in the year 1975 under the "Horizontal transfer of
technology" policy. The first production unit is located at Satara,
Maharashtra. The unit continues to collect scooters from CKDs supplied
by the Company. These scooters are marketed through the Company's
distribution network and under the Company's brand name. In 1984,
the second production plant was set up at Aurangabad, Maharashtra.
This plant started scooter production in 1986, three-wheeler production
in 1987 and scooters and motorcycle facilities were commissioned in
1990 & 1991 respectively. Today, the company has become a market
leader with annual production in excess of1.35 million units which was
about 4000 units in 1961. These days, Bajaj Auto Ltd. has started
offering products in all segments (mopeds & scooters, scooters,
motorcycles, three wheelers).

TWO WHEELERS>> MOTOR CYCLE Bajaj Avenger 180 CC Bajaj CT

100 99.27 CC Bajaj Discover DTSi 135 CC Bajaj KB 125 123 CC Bajaj
Platina 99.27 CC Bajaj Pulsar DTS-Fi 220 CC 220 CC Bajaj Pulsar DTSi
180 CC Pulsar 180 DTS-i UG 150 CC Pulsar 150 DTS-i UG 200 CC
Pulsar 200 Cc 220 CC Pulsar 220 DTS- Fi Bajaj Wind 125 124.6 CC
Bajaj XCD 125 CC>> SCOOTERS Bajaj Bravo 145 CC Bajaj Chetak
145.45 CC Bajaj Classic SL 145.45 CC Bajaj Legend 150 CC>>
SCOOTERETTES/MOPEDS Bajaj Blade DTSi 100 CC Bajaj Cagiva CRX
145 CC Bajaj Fusion 145 CC Bajaj Kristal DTSi 100 CC Baja j 80
Electronic 74.08 CC Bajaj Rave 74.08 CC Bajaj Saffire 74.4 CC Bajaj
Spirit 100 CC Bajaj Sunny 59.86 CC Bajaj Sunny Spice 59.86 CC Bajaj
Wave DTSi 109.7 CC AWAITED MODELS Sonic DTSi Motorcycle

Hero Honda Motors Ltd. Hero Honda Motors Ltd. is a result of the joint
venture between India's Hero Group and Japanese Honda Motors
Company in the year 1983. This joint venture has not only created the
worlds single largest two wheeler company but also one of the most
successful joint ventures worldwide. Hero Honda is globally known of
being the most fuel-efficient and the largest CBZ selling Indian
Motorcycle Company. This is a relationship so harmonious that Hero
Honda has managed to achieve indigenization of over 95 percent, a
Honda record worldwide. The below chart shows the golden years in
the history of HERO HONDA :- 1985 CD-100 1989 SLEEK 1991 CD-100
SS 1994 Splendor 1997 Street 1999 CBZ 2001 PASSION 2002 DAWN,
AMBITION CD-DAWN, SPLENDOR +, PASSION +, 2003 KARIZMA SUPER-

SPLENDOR, CD-DELUX, 2005 GLAMOUR, ACHIEVER 1.1.3 Golden Years

of HERO HONDA The company is committed to provide the customer
with excellence. A rich background of producing high value products at
reasonable prices led the world's largest manufacturer of motorcycles
to collaborate with the world's largest bicycle manufacturer .During
80s, Hero Honda became the first company in India to prove that it was
possible to drive a vehicle without polluting the roads.
The unique features like fuel conservation, safety riding courses and
mobile workshops helped the group reach in the interiors of the
country. Well-entrenched in the domestic market, Hero Honda Motors
Ltd. turned its attention overseas, and exports have been steadily on
the rise. Over the years, the Company has received its share of
accolades, including the National Productivity Councils Award (199091), and the Economic Times - Harvard Business School Association of
India Award, against 200 contenders. The gross sales of Hero Honda by
March end2008 was 33, 371, 43 Crores.

TWO WHEELERS >>

MOTORCYCLES Hero Honda Achiever Hero Honda CD Dawn Hero Honda
CD Deluxe Hero Honda CD 100 Hero Honda CD 100 SS Hero Honda
Glamour Hero Honda Splendor Hero Honda Glamour
Splendor +
Glamour Hero Honda Passion Plus
Super Splendor
Glamour - FI
Splendor NXG Hero Honda Sleek Hero Honda CBZ X-TREME Hero
Honda Karizma Hero Honda Hunk

Hero Honda Models3. Honda Motorcycles & Scooters India Private

Limited Established in 1999, the Honda Motorcycle & Scooter India Pvt.
Ltd. (HMSI) is a wholly owned subsidiary of Honda Motor Company Ltd.,
Japan and is located at Manesar, Haryana. The company's most well
known brand is the Honda Activa that revolutionized the Indian scooter
market in terms of design and features. The company exports scooters
to the European Union. HONDA MOTORCYCLESMODEL CAPACITY Honda
Shine 125 CC Honda Unicorn 149.1 CC Honda Stunner CBF 125 CC
Honda CBF Stunner FI 124.7 CC HONDA SCOOTERSMODEL CAPACITY

Honda Eterno 147.7 CC HONDA SCOOTERETTES/MOPEDSMODEL

CAPACITY Honda Aviator 102 CC Honda Activa 102 CC Honda Dio 102
CC4.

TVS Motor TVS Motor is a leading and trusted two wheeler company
began with the vision of TVS Scooty the founder of the Sundaram
Clayton Group, the late T.S. Srinivasan - to design, develop and
produce an affordable moped for the Indian family. This vision was
realized in 1980 when TVS 50, India's first two-seater moped rolled out
of the factory at Hosur in Tamil Nadu, Southern India. The company has
been known for its ruggedness and reliability. TVS 50 was successful
and it has smoothened the way for many successes for TVS Suzuki
even before its launch in the market. The TVS 50 XL is especially
designed for individuals who want economy fused with sporty looks.
Recently new XL Super with a 70 cc high-tech Power Pack is all set to
redefine the category of mopeds in the country. The Suzuki Samurai
was launched for the time conscious urban commuter. The Max 100 R
was engineered for those who demanded strength and ruggedness.
Along with them all, Suzuki Shogun was for those who wanted raw
power.TVS Motor has continually worked on innovation of the
motorcycle segment along with two wheeler range. The Suzuki Shaolin,
developed by TVS Suzuki is India's first 5-speed, 140 cc motorcycle.
Another example of the company success is TVS Scooty, a60 cc
Scooter which keep one step ahead of its time in India.TVS Motor has
been coveted 2 IT awards, one of them is bagging the SAP ACE
2008award for Customer Excellence and the other one is 2008
Symantec South Asia Visionary Award. Along with this, it is the first
company in the world to be honored with The Deming Prize for Total
Quality Management. In September 2008, the company has got 19%
growth for registering total two wheeler sales of 137,246 units. The
company is the third largest two-wheeler manufacturer in India and
ranks among the top ten globally. The company was the first in India to
launch 2-seater 50cc moped and100cc Indo-Japanese motorcycles. At
present TVS Apache, TVS Victor, TVS Scooty, TVS Centra and TVS Fiero
are the popular bikes in Indian market. In all, team TVS has triumphed
each and every race and rally in the country from the road to
racetrack, with each of the TVS bikes being a winner. And each time
the Team TVS has won on the track or off it; our customers have
secured a better product for their personal transportation.

TWO WHEELERS>> MOTORCYCLES Suzuki Hayabusa 1300 Suzuki

Intruder M1800R Suzuki GS 150RTVS Apache RTR FI TVS Centra TVS
Fiero TVS Fiero F2 TVS Fiero FX Suzuki Max 100 Suzuki Max 100R
Suzuki Samurai Suzuki Shogun Suzuki Shaolin TVS Flame TVS Victor
TVS Star TVS Victor GLX TVS Star TVS Victor GX TVS Star City
TVS Victor Edge>> SCOOTERETTES/MOPEDSTVS Scooty Streak TVS
Scooty TVS XL TVS Scooty ES TVS XL Super TVS Scooty Pep TVS
XL Super HD TVS Pep Plus TVS XL Super TVS XL Super HD Scooty
Teenz Electric TVS Apache RTR TVS Spectra DX/AX AWAITED
MODELTVS Taurus Fiero F35.

Royal Enfield Motors Ltd. Established in 1955, Royal Enfield was the
brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike
on the road. The company is well known for producing motorcycles, but
they also produce bicycle, stationary engines, lawnmowers and rifle
small parts for the Royal Small Arms Factory in Enfield. Royal Enfield
Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai,
Tamil Nadu, India. In 1990, Royal Enfield entered into a strategic
alliance with the Eicher Group, and later merged with it in 1994. The
annual turnover of the company is Rs.10 billion. The Eicher Group has a
range of interests in the automotive industry, including small trucks,
tractors, exports, automotive gears, management consultancy and
cartography. The corporate philosophy of Royal Enfield Motors Ltd. is
built around quality and unflinching loyalty to the customer, a few
reasons why the legendary Bullet is not just a bike but a motorcycling
icon. The ruggedness and reliability of the bike is endorsed by the
army, the police, the paramilitary forces and over 500 institutions
which form part of the die-hard customer base of the Bullet, dubbed
the "Rajagadi", or royal vehicle. The innovative ideas of the Royal
Enfield - Eicher nexus are exhibited in the new line of Enfield bikes and
the global technological tie-ups. Royal Enfield has existing technical tieups with :- Criterion Engineers, UK for a new 5 speed transmission
system.- DB Designs, UK for styling.- AVL, Austria for new engines.- FW
Egli for high power engines for 535cc and 624cc.Royal Enfield Motors
Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and
150 authorized service centers in India. The company also exports its
products to over 20 countries including Canada, France, Japan, USA,

Germany and UK.

Royal Enfield Model TWO WHEELERS>> MOTORCYCLE Bullet 350

Bullet 500 Enfield Diesel Bullet Deluxe Bullet Electra Bullet Machismo
Bullet Electra Bullet Electra 5SBullet Machismo 500 Bullet Std 12V
Lightning 500Taurus Thunderbird Twin spark At the end we can say that
all the above are giving a very tight competition to INDIAYAMAHA
MOTORS in India. To overcome these competitors YAMAHA is constantly
doing R & D about its product and market as well. We can classify these
competitors into following groups according to their attributes and their
competitive forces.
S PFULLY GROUP A EDIVERSIFIED C I High Mobility Barriers, Extensive A
Distribution & Product L Diversification I S High Mobility Barriers, Time
A & Investment required to T GROUP restore outdated products, I B
build cult image O GROUP C N GROUP D Low Mobility Barriers
Investment SPECIALISED in Brand Promotion

SWOT ANALYSIS
A scan of the internal and external environment is an important part of
the strategic planning process. Environmental factors internal to the
firm usually can be classified as strengths (S) or weaknesses (W), and
those external to the firm can be classified as opportunities (O) or
threats (T). Such an analysis of the strategic environment is referred to
as a SWOT analysis. The SWOT analysis provides information that is
helpful in matching the firms resources and capabilities to the
competitive environment in which it operates. As such, it is
instrumental in strategy formulation and selection. The following
diagram shows how a SWOT analysis fits into an environmental scan:
SWOT Analysis Framework Environmental Scan / Internal Analysis
External Analysis / / Strengths Weaknesses Opportunities Threats |

SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY

Strength
Established brands, Strong Brand Name

Weaknesses
Fuel efficient
Style statement
Extremely price sensitive
Convenient in heavy traffic
Short PLC
Cheap and affordable
High R and D costs
Easy and cheap finance availability
Patents
Good reputation among customers

Threats Opportunities The Rs.1 Lakh car Growing premium segment

Cut throat competition Increasing dispensable income Increasing
number of players in the Environmental concerns market Exports
increasing Rising raw material costs Very strong demand in the
100cc. Increasing rates of interest on segment dominated by limited
finance players.

SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

Strength Size and scale of parent company.

Weaknesses Effective Advertising Capability Small showrooms.

Committed and dedicated staff. Not much emphasis on aggressive
High emphasis on R and D. selling. Experience in the market. Weak
product diversity. Established brand. Established market channel.
Power, Speed & Acceleration

Opportunities Threats Growing premium segment. Cut throat

competition Increasing number of players in the Global expansion
into the Caribbean & Central America. market Expansion of target
market (include Rising raw material costs women). Increasing rates
of interest on Increasing dispensable income. finance 1st mover
advantage.

CHAPTER 2: Research
Methodology
OBJECTIVES
To know the customers perception regarding launch of new bikes FZ
& FZS by Yamaha.

 To determine the customers satisfaction regarding bikes and after

sales service.
To determine the factors influencing the choice of customers
regarding bikes
To know the market scenario of second hand bike industry.

SCOPE OF THE STUDY

This study is aimed at providing India Yamaha Motors with an insight
into the success of FZ & FZS as well as the customers response and
awareness towards the brand, products and services of Yamaha. The
data has been analyzed and presented in a simple and precise way on
the basis of which pertinent recommendations have been made to the
company to better the services, policies and strategies of the company
in India

SURVEY METHOD: The research approach used was survey method

which is a widely used method for data collection and best suited for
descriptive type of research survey includes research instrument like
questionnaire which can be structured and unstructured. Target
population is well identified and various methods like personal
interviews and telephone interviews are employed.

Types Of Research
Quantitative research
Quantitative research is generally associated with the positivist/post
positivist paradigm. It usually involves collecting and converting data
into numerical form so that statistical calculations can be made and
conclusions drawn.

Qualitative research
Qualitative research is the approach usually associated with the social
constructivist paradigm which emphasises the socially constructed nature of
reality. It is about recording, analysing and attempting to uncover the deeper
meaning and significance of human behaviour and experience, including
contradictory beliefs, behaviours and emotions. Researchers are interested in

gaining a rich and complex understanding of peoples experience and not in

obtaining information which can be generalized to other larger groups.

RESEARCH DESIGN
This study is a mix of explorative and formal methodologies adopting
monitoring and observing to study the dealerships in Saharanpur 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
close 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 reputation and sales promotion in
motorcycle market, census method was chosen and all the dealership
were individually visited in the area of Saharanpur, Bawa Auto
Sales(Hero Honda), I did a market survey by taking open interviews to
the dealers and brokers of the market.

DATA COLLECTION
Research included gathering both primary and secondary data.
PRIMARY DATA - Primary Data was very crucial to collect so as to know
various past & present consumer views about bikes and to calculate
the market share of this brand in regards to other brands. Fresh
primary data was collected by taking direct feedback from customer
which involved face to face interview with the customer as well as
through telephonic interview with the customer , all the FZ customer
who visited the dealership showroom for the service of their bikes were
questioned in order to find out the customer satisfaction level.

SECONDARY DATA- are those which has been collected by someone

else and which already have been passed through statistical process.
Secondary data has been taken from internet, newspaper, magazines
and companies websites.

LIMITATIONS OF THE STUDY

This research is geographically restricted to Saharanpur 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.

CHAPTER 3: Conceptual Decision

Review Of Literature
Research Paper on Two Wheeler Market in India
The Indian two wheeler market has a size of over Rs 100,000 million.
The Indian two wheeler segment contributes the largest volumes
amongst all the segments in automobile industry. Though the segment
can be broadly categorized into 3 sub segments viz; scooters,
motorcycles and mopeds; some categories introduced in the market
are a combination of two or more segments e.g. scooterettes and step
thrus. The market primarily comprises five players in the two wheeler
segment with most of the companies having foreign collaborations with
well-known Japanese firms earlier. But most of the companies are now
planning 100% subsidiaries in India.
In the last four to five years, the two-wheeler market has witnessed a
marked shift towards motorcycles at the expense of scooters. In the
rural areas, consumers have come to prefer sturdier bikes to withstand
the bad road conditions. In the process the share of motorcycle
segment has grown from 48% to 58%, the share of scooters declined
drastically from 33% to 25%, while that of mopeds declined by 2% from
19% to 17% during the year 2000-01. The Euro emission norms led the
existing players in the two stroke segment to install catalytic
converters. All the new models are now being replaced by 4-stroke
motorcycles. Excise duty on motorcycles has been reduced resulting in
price reduction, which has aided in propelling the demand for
motorcycles. Fierce competition has also forced players to cut prices in
certain models.

CURRENT SCENARIO:

Motorcycle sales grew by an annual average of 27% over f 1995-2002,

and constituted nearly 66% of total two wheeler sales in F2002, up
from just 24% in F1995. Average monthly motorcycle sales have
increased five-fold since F1995 to almost 250,000 units in F2002. The
current share of the leading three companies is shown in the pie chart.
And this clearly shows that hero Honda is the current market leader
with a 49% market share. Hero Honda has been an early entrant in the
4 stroke segment of the two wheeler industry. With a right mix of
product styling and pricing the company helped garner a larger market
chunk of the 4-stroke market as compared to Bajaj Auto. A shifting
consumer preference towards motorcycles also enabled the fast growth
of the company in the last few years. Hero Honda motorcycle sales
jumped 40.6% in April at 135,961 units from 96,672 units it sold in the
corresponding month last year. The change in product mix in favor of
higher value products has resulted in improved realization for the
company the growing popularity of the passion model appears to be
the key factor behind improvement in unit realization. Taking into
account the recent trend in performance, the company appears well
positioned to retain its top position in the motorcycle market and also
sustain the recent rate of growth. Bajaj auto ltd is the second biggest
manufacturer of motorcycles. The companies recent indigenous launch
in 4-stroke segment viz; the 150 / 180 cc pulsar which has practically
snatched the market share of the bikes like Hero Honda CBZ, Suzuki
Fiero, Lml adreno etc, and it appears that pulsar would rule this
segment till the time there are some new launches in this segment by
other manufacturers, for bajaj pulsar has been the major contributor for
the rise in its motorcycle sales along with its other popular models such
as boxer, caliber croma etc. well coming to the third largest share
holder in the motorcycle segment which is the tvs motors, which has
emerged as a victor after the Suzuki break up, riding high on the
success, of its motorbike by the same name. Tvs victor is the first
indigenously produced motorcycle from tvs motors. Infact with a six
week waiting period, even six months after its launch, tvs motors plans
to double its production capacity.
The motorcycle market can be further segmented on the basis of the
price tags which are the economy, executive and the premium
segments. Basically all the three leading companies have a presence in
all of these sectors. Clearly, the race to the number one spot in the
motorcycle segment has been a one sided one. But times are changing,
Given the fact that bajaj is positioning itself at all feature and price
points, it does have every model to satisfy the needs of a prospective
motorcycle buyer, and also has the privilege of being the only one in
the cruiser segment but except for the two bikes i.e boxer ct and pulsar
no other Bajaj models seem to be on the line of prosperity and the

recently launched dawn by Hero Honda is a direct threat to the market

of boxer ct price competitively at rs 37,000/- which is just rs 2,000/more than the boxer ct but then again boxer ct already enjoys a vast
market share and is very popular especially in the rural areas it will be
a tough job for dawn to displace this bike from its current position a lot
remains to be seen by the feedback that it receives from riders. The
pulsar has taken the market by storm in the premium segment it has
clearly displaced the CBZ and the other models of this segment and
looks like the things will remain this way for some time but there are
tough times ahead since Hero Honda plans to launch a new bike in this
segment by the end of this year which means that there is a lot to look
ahead from a consumers point of view.

CURRENT POSITIONING:
ECONOMY BOXER AT & CT AND CALIBER. DAWN, CD100, CD100SS, JOY.
MAX 100, MAX 100 R
EXECUTIVE CALIBER CROMA, PULSAR 150. SPLENDOR, PASSION.
SAMURAI, VICTOR
PREMIUM PULSAR 180.
CBZ.FIERO
BAJAJ HERO HONDA TVS
Let us first identify the current market leaders in each category. In the
economy segment Bajaj is the leader with 46% of the market share
with boxer being the largest selling bike in this segment. In the
executive segment Hero Honda is the clear leader with 67% market
share with splendor and passion leading the market in this segment
and will continue to do so in the near future well now we come to the
most controversial segment which is the premium segment since the
current market leader according to the sales of the past few months is
CBZ but then pulsar has arrived and the consumer choice clearly shows
that this place will be reserved for pulsar for some time as a counter
attack hero Honda too would be launching a bike in this segment but it
is too early to comment on that.

KEY FACTORS AFFECTING THE SALES OF MOTORCYCLES:

Government policy impact on petrol prices : petrol prices determine the
running cost of two wheelers expressed in rupees per kilometer. Petrol
prices are the highest in India as GOI subsidizes kerosene and diesel.
But with the change in the GOI policy to reduce the subsidy, the prices
of petrol will remain constant at the current prices. Which will have a
positive effect on two wheelers market. This trend would actually affect

positively the whole automotive industry.

Improvement in disposable income: With the increase in salary levels
due to entry of multinationals following liberalization process the
disposable income has improved exponentially over the years. This will
have a multiplier effect on demand for consumer durables including
two wheelers. This is already witnessed in improved demand two
wheelers.
Implementation of mass transport system: many states have planned
to implement mass transport systems in state capitals in the future.
This will have a negative impact on demand for two wheelers in the
long run. But taking into account the delays involved in the
implementation of such large infrastructure projects, we expect the
demand to be affected only five to seven years down the line.
Availability of credit for vehicle purchase: The availability and cost of
finance affects the demand for two wheelers as the trend for increased
credit purchases for consumer durables have increased over the past
few years.
Well to sum it up on the whole there are great times ahead for the bike
lovers in India. With the decision of companies like Honda to set up
base in India, the consumers will have a wide range of choice and also
the freedom to choose something more exciting than the usual.

Posting flat growth of 0.14 percent in June 2015, the largest twowheeler seller, Hero MotoCorp sold 542,362 units (June 2014:
541,594). An official communication states As the industry had built
up stocks due to the sluggish market, HMCL reduced inventories in Q1.
The companys retails are currently better than dispatches, which

means that Hero has been working on reducing its accumulated stock
at the dealership as well as the factory level.
Hero rolled out two models Passion Pro and Xtreme Sports recently
to boost its regional sales in the motorcycle portfolio. While the
company has planned a number of launches during the next four-five
months, it is also looking at adding a few new export destinations this
fiscal.
Honda Motorcycle & Scooter India has shown decent domestic
growth of 7.24 percent during June 2015, but this has come on the
back of its rising scooter sales year-on-year. The company, which had
sold 309,374 units in June last year, sold an overall 331,782 units last
month.
HMSIs motorcycle sales are sharply slowing down and June 2015s
112,132 bike sales are down 21.47 percent (June 2014: 142,782
motorcycles). However, countering this fall in volume, its scooter
portfolio has notched 31.85 percent growth selling 219,650 in June
2015 (June 2014: 166,592). Notably, the company has, including its
export volumes for Q1 FY2015-16, crossed one-million units mark for
the first time. Between April-June 2015, HMSI has sold 1,056,810 units,
which includes its domestic as well as export sales.
The company, which has recently rolled out the 2015 editions of its
Activa and Aviator scooter models, is increasingly focusing on making
India its largest contributor to its global sales.
At the launch event recently, Keita Muramatsu, president and CEO,
HMSI and Honda Motor India, said: India is a focus market for Honda
and it is significant that Hondas two-wheeler operations in India is the
second largest contributor to Hondas global sales. Today, one in every
four two-wheelers sold by Honda worldwide is from India. I am
confident that given our continued investment and growth, we will
become No. 1 two-wheeler market for Honda globally within the next 23 years. Hondas future growth in India will be co-driven by its scooter
portfolio. Honda dominates this segment with every second scooter
being sold today in India being a Honda. At the same time, Honda is
expanding its production capacity foreseeing the future potential of
automatic scooter demand. Our upcoming fourth plant will be the
worlds largest only scooter plant and will start operation at Gujarat in
early 2016.
Bajaj Auto, which is now witnessing the results of its multiple launches
in the early months of this calendar year, registered total sales of
287,582 units (including exports) during June 2015, up 9.68 percent
(June 2014: 262,202). This is thanks to the sales of its CT commuter
model, which is seeing a surge in demand.
TVS Motor Company sold 177,769 units in June 2015, up 4.69
percent (June 2014: 177,769). Surprisingly, the company recorded
better growth in motorcycle sales than its scooter portfolio.

While its scooter sales grew 4.99 percent to 61,241 units in June 2015,
from 58,328 units in June 2014, motorcycle sales grew by 15.56
percent, increasing to 88,675 units in June 2015 from 76,734 units in
June 2014. Meanwhile, the company, which is soon planning to enter
into the midsized motorcycle segment, is tightly keeping its new
product developments tightly under wrap.
Banking on the growth of its scooter models, India Yamaha
Motor registered total domestic sales of 51,432 units in June 2015, up
by 26.47 percent (June 2014: 40,666).
The numbers are a sign of Yamahas robust business plan and
strategic customer engagement programs. We witnessed brisk growth
due to our robust product line-up and new launches during the year so
far. Our new Fascino scooter and 125cc Yamaha Saluto have been

Also, the new range of Alpha, Ray and Ray Z scooters with Yamahas
next- generation Blue Core engine concept continues to be a
fundamental growth driver for us, said Roy Kurian, vice-president
Sales & Marketing, Yamaha Motor India Sales.
Suzuki Motorcycle India sold 32,628 units, 31.50 percent up (June
2014: 24,812). Atul Gupta, executive vice-president, SMIPL, said:
Several factors have come together to propel us onto a consistent
growth path. This is because of Suzukis marketing efforts and also the
perceived upswing in consumer mood. The aggressive marketing
initiatives for the Gixxer have generated a lot of excitement and
interest in Suzukis flagship
product.

Customer satisfaction
A term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. In a
survey of nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and
monitoring their businesses. It is seen as a key performance indicator within
business and is often part of a Balanced Scorecard. In a competitive
marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of
business strategy.

SIX COMPETITIVE ADVANTAGES THROUGH CUSTOMER

SATISFACTION:

Customer satisfaction
Profit
Growth
Corporate performance
New product innovation
One stops shopping
Word or month
Loyalty in crises
Higher price
Repeat buying

CURRENT ISSUES

INDIA YAMAHA MOTOR REPORTS 15% DOMESTIC SALES GROWTH IN

AUGUST 2015

New Delhi, 01st September 2015: India Yamaha Motor Pvt. Ltd.
announced that it has registered a growth of 15% in domestic sales in
August 2015 as compared to the corresponding period last year. This
can be attributed to the company's innovative ongoing customercentric activities, exciting product line-up and the addition of the YZFR3 super sports model launched recently. Further, the company went
aggressive on the dealership expansion drive across the nation.
The company sold 61,440 units in August 2015 as against 53,242 units
sold in August last year in the domestic market thereby registering a
domestic sales growth of 15%.
Commenting on the company's gradual growth, Mr. Roy Kurian, Vice
President - Sales & Marketing, Yamaha Motor India Sales Pvt.
Ltd. said, "Despite various factors like increase in input costs and
weakening rupee causing industry figures to go sluggish in August, we
have continued our growth which is also due to Yamaha's robust
business plan and strategic customer engagement programs. For
young buyers now, vehicle design, performance and features
encourages purchase. Our new stylish Scooter 'Fascino' and 125 cc bike
Yamaha Saluto have catered to such demands and indeed been key
products in boosting our sales along with our fundamental growth

drivers like new range of Alpha, Ray and Ray Z scooters for the year
2015 enabled with Yamaha's Next Generation 'Blue Core' engine
concept. Also, much awaited YZF-R3 launch in India during August'15
has garnered very good response in terms of bookings. With these
developments, we hope to garner major sales and will be able to post
some record numbers in the coming months too."
India Yamaha Motor Pvt. Ltd. recently launched yet another exciting
offering - the YZF-R3 sports model. The YZF - R3 will cost the Indian
buyers Rs. 3,25,000 (ex showroom Delhi) and will be available at select
authorised Yamaha dealerships in two exciting colour schemes - Racing
Blue and Black Lightning. The YZF-R3 is a model that takes the R-Series
technology and know-how Yamaha has accumulated since the original
YZF-R1 and brings the world of the "YZF" lineup to the 321 cc
displacement class. It inherits the high level of riding performance and
styling DNA worthy of an R-Series model while also being easy to
handle in daily use. The YZF-R3 is expected to attract younger racing
enthusiasts looking for their first racing bike. Currently the Supersports
segment (250cc to 600cc) is doing around 1000 bikes a month and
Yamaha's plan is to attain a 20% market share in the segment.

New Development
The much awaited YZF-R3 sports model from Yamaha hits the Indian
Roads

India Yamaha Motor Pvt. Ltd, today, launched yet another exciting
offering - the YZF-R3 sports model.

Yamaha Motor India Sales brings new Saluto with Disk Brake in Vibrant
new colors

Yamaha Motor India Sales Pvt. Ltd., today, launched an all new range of
its economical and practical motorcycle 'Saluto' with disk brake.

Yamaha strengthens its scooter line up with the All New Fascino

India Yamaha Motor Pvt. Ltd. (IYM), today announced the launch of its
fascinating new scooter 'Fascino' - a new fashionable scooter with the
concept "Rich & Classy Modern Retro" design for the Indian Market.
Yamaha strengthens the 125cc segment with the launch of the
Economical and Practical - 'Saluto'

CHAPTER 4: DATA ANALYSIS

Methodology
Primary data collection:

For primary data collection we designed a questionnaire to survey

various dealers and consumers. The objective of survey was to
understand the consumer preferences among various brands
of motorcycles available in the market and the factors affecting
consumer buying process. The sample size for the survey was around
40-50.

Secondary data collection:

Internet was the major source for secondary data. Apart from
understanding the bike industry in general and Bajaj in specific,
our major task was to analyse the consumer demand for Bajajs
PULSARs brand and project the future sales for the company. We have
used the trend projection and exponential forecasting technique to
predict the sales.

Questionnaire for Yamaha Motor Group

Q1. From what standpoint did you read primarily?

Customer
Shareholder Investor

Supplier

Dealer

A resident living near a Yamaha Motor group company

NPONGO

Student

Government or governmental body

Press

Person in charge of environmental issues and/or CSR in a

company

Yamaha Motor Group Employee

Other

Q2. How did you find?

Yamaha Motor Web Site

Internet Search(Google, Yahoo etc.)

CSR related Web Sites

Other
Q3. Please give us your opinion of CSR 2014 and your reasons.

Amount of information :
Very full information

Good amount of information

Somewhat lacking in information

Readability :
Very easy to understand

Easy to understand

Somewhat hard to understand

Reason : (100 words)

Insufficient information

Hard to understand

Q4. What articles interested you and what did you think of
them?
Approach to and Basic Policies of CSR

Corporate Governance

Customer

Shareholders Investors

Employees

Business Partners

Communities

The Environment
Your reasons : (100 words)

Q5. Othersplease give us any opinions or thought you have.

(100 words)

Q6. If you dont mind , please inform us of your age and

gender.
Age
Teens
20s
30s
40s
50s
over60
Gender

Male

Female

CHAPTER 5:
FINDINGS OF THE STUDY

The study reveals that majority of the customers age was

between 18years to 29 years.
The ta rge t cus tome rs we re ma inly in midd le clas s a s we ll a s
uppe r middle class income group.
Most of the customers of Yamaha Two-Wheelers were students and
employees.
Most of the customers were employees followed by students.
Out of total customers 40% of the customers were graduates and
only few customers were under graduates.
R 15,FZS ,SZX ,SZR,Sa lut o,Y BX ,C rux, Fa cin o,Ra y z, Alpha are the
brands mostly preferred by Yamaha Motors Ltd.
The Yamaha Two-Wheelers are mainly preferred because of the
look & style and brand image.
Majority of the customers were self-influenced to purchase Yamaha TwoWheelers.
The main reason to choose Yamaha Motors Ltd to buy their twowheeler was due to their excellence service.
Most of the customers of Yamaha Motors Ltd were satisfied with
their Two-Wheeler.
Some people were not satisfied because spare parts costs are very
high and price of vehicle is also very high.
Majority of customers rated good for service offered by the
Yamaha Motors Ltd.
Majority of the customers of Yamaha Motors Ltd stated that the future
of the two-wheeler industry would be good.

CONCLUSION
The study which we conducted on the two wheeler automobile sector is a very
important topic of automobile sector. Two wheeler automobile sector is the backbone of
the automobile sector in India. After deep research, analysis and getting information about
companies as formulated that the two wheeler automobile companies achieved success in
the market. Throughout the study we found the Two wheeler manufacturer having very
new and modern technology in their bikes, they have a good market share in
India, many of MNC's like Honda, Yamaha ,Suzuki are also giving large competition.
C onclud ing the performanc e of the compan y related to tw o w heel er
s ector in India, getting their market share and growth and what are services
they are providing after sales. Hero Honda has managed to put in spectacular

performance going from strength des pite increas e in co mpe tit ion;
the compan y' s s ales have w itnes s ed an uptrend, registering an average growth
of 42% in the three years under review. H ero H onda has manag ed to ach ieve this
bec aus e its s trong brand image and proven product quality underpinned the
performance growth in recent years. Apart from the s trong brand "s plendor" the
co mp an y' s perfor ma nce acros s the s pectru m of the motorcycle market helped
it exploit the growing demand for 4-stroke motorcycle.
At the lower end the company has CD 100 SS at middle level
splendor, passion and Dawn the CBZ Extreme/ Karizma range is
targeted at premium segment.
Some years back Hero Honda are getting
stiff competition because of Bajaj, TVS and Yamaha have a
presence in 125cc bikes segments where Hero Honda has not any
presence in this segment. Now this gap is filling up by Hero
Honda's new Splendor NXG, Glamour. But still there is a gap
between 150cc to 225cc segment which is most preferable
segment by youth today. With ne we r a nd be tte r mode ls a re
c om i ng up cus tome r has be tte r and bigge r choices to choose
from. It is the competition on various aspects such as price,
design technology, after sales services and even purchases offers,
which provides to both buyer and seller. E ve n ma ny de a le rs a re in
v ie w tha t toda y He ro H onda a nd Ba ja j, thr ives on
competition. Right now it seems that the real war is between Hero
Honda and Bajaj auto. But one cannot discount the fact that there
are other players, who are gaining strength day by day.

SUGGESTIONS
It is ve ry ha rd to hol d the puls e o f a cus tome r in the
m a rke t. Customers satisfaction is different for different people at
different situations; the following were some of the suggestions given to the
Yamaha Motors Ltd to improve the sales of Yamaha Two Wheelers.
The cost of accessories & spare parts of Yamaha Two-wheelers
should be reduced.
As a promotional measure, Yamaha Motors Ltd may go for free service
camps. This will increase the customers loyalty.
Cost of the Two-Wheelers is little bit high as compared to others.
The sales have to be motivated by providing better incentives.
Direct contact with potential customer and explaining the strengt
hs andadvantages by using their products will help in increasing
the sales of the company.
As the location of the show room is ideally located with
m i d d l e c l a s s population, Yamaha Motors Ltd should try to give more
advertisements in news paper, bill boards in that area to enable easy
recall of the people for Yamaha Motors Ltd.

It should conduct road shows in colleges.

Yamaha Motors Ltd. should constantly keep in touch with its customers
and inform them about the latest models/ finance schemes.
It should employ Marketing Executives to go and tap the
Industrial belt e mploye e s ra the r tha n wa it fo r cus tome rs to
c om e to Ya ma ha ; Ya ma ha should go to prospective customers with the
help of integrated market efforts.
Yamaha Motors Ltd. should track the movement of spare-parts and stock spare
parts in advance otherwise the fake parts would become popular.
Yamaha Motors Ltd. should setup sub dealers in remote localities in the
area. Yamaha should conduct road shows in nearby districts.

BIBLIOGRAPHY
BOOKS

Kotler Philip, Keller Lane Kvin "Marketing Management" 12th

edition Pearson Education.
Ramaswamy V.S., Namakumari S. "Marketing Management" 3rd
edition 2006 Macmillan Publications.
Kumar Arun, Minakshi N. "Marketing Management" Vikash
Publication 1st edition 2006.
Kolter Philip, Koshy Abraham, "Marketin Management" 13th
edition Pearson Education.

WEBSITES

www.google.com
www.wiki.com
www.yahoo.com
www.yamahamotorindia.com