Project Report

On

A STUDY ON THE MARKETING STRATEGIES

ADOPTED BY YAMAHA MOTORS

A Summer project proposal for

BACHELOR OF BUSINESS ADMINISTRATION

SESSION 2014-2017

By
ABHISHEK TEWARI
14gsob101027

Under the guidance of

Dr./ Prof.- DR. AIJAZ AHMED KHAN

(School of Business)
(Galgotias University)

GALGOTIAS UNIVERSITY , GREATER NOIDA

(Affiliated to UGC and Approved by AICTE)

Starting date of internship: 25 MAY 2016

Last date of internship: 28 JUNE 2016
 DECLARATION

I hereby declare that the project entitled a study on a marketing strategies adopted by
yamaha motors. submitted for the BBA Degree is my original work and the project has
not formed the basis for the award of any degree, associateship, fellowship or any other
similar titles.

Place: Abhishek
Tewari
Date:
14gsob101027
 CERTIFICATE OF APPROVAL

The following Winter Internship Project Report titled "A STUDY ON THE

MARKETING STRATEGIES ADOPTED BY YAHAMA MOTORS " is hereby

approved as a certified study in management carried out and presented in a manner

satisfactory to warrant its acceptance as a prerequisite for the award of BACHELOR of

Business Administration for which it has been submitted. It is understood that by this

approval the undersigned do not necessarily endorse or approve any statement made,

opinion expressed or conclusion drawn therein but approve the Summer Internship

Project Report only for the purpose it is submitted to the Summer Internship Project

Report Examination Committee for evaluation of Summer Internship Project Report

Name Signature

1. Faculty Mentor _______________________ ___________________

2. Industry Mentor _______________________ ___________________

 Certificate from Summer Internship Project Guides

This is to certify that Mr. Abhishek Tewari, a student of the Bachelor of Business

Administration has worked under our guidance and supervision. This Summer Internship

Project Report has the requisite standard and to the best of our knowledge no part of it

has been reproduced from any other summer Internship project, monograph, report or

book.

Faculty Mentor Industry Mentor

Designation Designation

School of Business Yahama Motor Private Limited

Galgotias University

Date
 PREFACE

A Well planned, properly executed and evaluated summer training helps a lot in
inculcating good work culture. It provides linkage between the student and industry in
order to develop the awareness of Industrial approach to problem-solving based on broad
understanding of the plant, machinery process and mode of operation of industrial
organization.

My project titled A Market Analysis of Selected Area at Yamaha Motors India, Noida,
has enabled me to have broader knowledge about the Marketing process at YAMAHA
MOTOR INDIA PVT. LTD.NOIDA. It has given me the opportunity to have a detailed
study about the existing systems and practices of the Marketing.

This training has also provided me an opportunity to gain hand-on-hand practical

experience, which have increased my sphere of knowledge to a great extent.

Abhishek Tewari
 ACKNOWLEDGMENT

This project has been a great learning experience for me and I would like to express
my gratitude to all the peoples who guided me throughout and without their guidance and
support, this report would not have been completed successfully.

I would to thank Ms.Dr. Aijaz Ahmed Khan for letting me work in A Market Analysis of
Selected Area at Yamaha Motors India which has been a valuable experience for me.

I would like thank all those people who have directly or indirectly helped me in the
successful completion of this project.

I hope this study will provide useful academic as well as practical information.
I do hereby declare that my project has not been submitted elsewhere in any journals,
newsletter, brouchers etc to the best of my knowledge and belief.

Abhishek Tewari
 Table of Contents
S.No Particulars No of
pages
I Company profile 08-27

A) Logo of Yahama 11

B) Mission and Vision 12

C) History of Yahama 13

D) Industry Profile 16

E) Different locations of operations 20

F) Range of Yahama Products 21

G) Competitor of Yahama, SWOT analysis of yahama 24

25

Ii Internship profile 27
Iii Key Observations 32
Iv Learning and Value addition 34
V Best Practices and Bench Mark study 38
Vi Recommendation and Suggestions 42

Vii Design of study 44-50

A) Research Methodology 45

B) Research Design 47

C) Need of Study 49

D) Scope of Study 50

E) Objectives of The Study 50

Viii Data Analysis 52
Ix Findings 65

X Reference 66

Xi
Annexure 67-69

A) A) Questionnaire 68
COMPANY
PROFILE
Yamaha Motor India (YMI) Ltd. is the fully-owned subsidiary of Yamaha Motor Co of
Japan. YMI was initially known as Yamaha Motor Escorts Ltd. But the parent company,
Yamaha Motor Company, purchased Escorts Ltd's remaining 26 per cent holding in their
motorcycle joint venture Yamaha Motor Escorts Ltd in June 2001. It was therefore
renamed as Yamaha Motor India Ltd.

YMI follows Yamaha Motor's corporate mission of creating 'Kando' - a unique Japanese
word that means 'touching people's hearts.' 'Kando' also describes the 'spirit of challenge"
to create new value surpassing customer expectations. YMI is committed to making
products that benefit from the skills and technology used by Yamaha world-wide. To
fulfill customer satisfaction, and meet the needs of the Indian market, YMI plans to
produce one or more models in the first year, four models in three years. To achieve these
goals, YMI will pursue three major objectives within the company. The first is customer
satisfaction. The second is strengthening R&D. YMI's mission is to constantly produce
what customers are looking for, by analysing market trends and changes. The third
objective is to optimize the internal working system. YMI's motto is 'Speed, Quality,
Yamaha's original design'. Yamaha is aiming to make a significant contribution to Indian
society and create products that the people of India will take to their hearts.

The first Yamaha motorcycle.the y-a1

BUYER BEHAVIOR:
The type of buyer behavior involved in two wheeler purchases is mostly Complex
buying behavior. Consumers are highly involved in a purchase and perceive significance
differences among brands. Consumers may be highly involved as the two-wheeler is
more costly, risky, purchased infrequently and highly self-expressive. Typically the
consumer has much to learn about the availability of different brands and models before
taking the buying decision. The buyer will pass through a learning process, first
developing beliefs about the product, then attitudes and then making a thoughtful
purchase choice.
 A) LOGO OF YAHAMA

The original logo was submitted to the Government of India by Escorts Ltd. due to its
graphical resemblance of Ashoka Chakra. Next logo was the result of conceptualized
planning and graphic designing which remained in the use for 20 years.

At the time of 50:50 joint venture of Escorts Limited with YMC, Japan a new company
Escorts Yamaha Motor Limited was formed which came up with a new logo representing
both the companies. Again in the year 2000, equity of the company has changed resulting
Yamaha74% and Escorts26%, thus changing the logo and the companys name to YMEL.

Now, the company being 100% subsidiary holder is known as the Yamaha Motor India
(Pvt.) Limited. The logo of YMC has been adopted by YMI.

B) MISION AND VISION

To create exceptional automotive value for our customers by harmoniously blending

safety, quality and efficiency. With our diverse team, we will provide responsible

stewardship to our community and environment while achieving stability and security

now and for future generations.

PEOPLE VISION

To be a globally benchmarked Employer of Choice by harnessing Employee Capital and

providing an environment of continuous Growth, Challenge and Innovation top.

C) HISTORY OF YAHAMA
 Yamahas corporate mission is same as the mission of Yamaha Motor Company, Japan.

We Create KANDO Touching Peoples Hearts.

KANDO is Japanese word for expressing feelings of excitement and deep satisfaction.

GLOBALISATION:

The automakers having their business in India have to understand the Indian buyer
behavior of two wheelers. They have to think globally and act locally. This project brings
out the consumer buyer behavior of two wheelers in Delhi, Noida & Ghaziabad
Two-wheeler Industry: An industry overview:

The two-wheeler industry is passing through a very interesting business phase. While the
companies are slugging it out to maintain or increase their market share, the consumers
are a happy lot. At the stock market, the share prices of two-wheeler companies have seen
a divergent trend. The reshuffling of market share in the motorcycle segment has been the
key factor driving the share price of the top three two-wheeler producers Bajaj, Hero
Honda and TVS Motor.
With a slew of new models slated to be launched by almost all top companies, the
earnings growth could turn out to be more uncertain and volatile. Considering that the
share prices of Bajaj, Hero Honda, LML and TVS Motor have recovered from their lows
recorded a few weeks back, existing holders could pare exposures.

Fresh buying may be considered on the evidence of a sustained improvement in

motorcycle sales. Alternatively, equity exposure may also be considered in companies
that enjoy success in new models. In the case of Hero Honda, the recently launched
Ambition showed some signs of growth, especially during the fourth quarter of the
previous fiscal. The company launched an entry-level motorcycle CD Dawn priced
at around Rs 34,000 (on the road). In the premium bike segment, Hero Honda has now
rolled out Karizma. The success of Ambition and CD Dawn would be critical for the
near-term prospects of Hero Honda.

Bajaj Auto has had a smooth transition from a scooter to a motorcycle company. After a
poor run of the new models launched in the 1990s, the fortunes have changed for the
better. The company's latest introductions Caliber, Boxer, Pulsar and Discover have
turned out to be a major hit. The company also has the technological capabilities and
financial muscle to withstand both product failures and competitive forces. However, the
company's share price has seen a steady up trend in the past few quarters. Existing
stakeholders could probably reduce exposures and contemplate re-entry at the Rs 420-
430 range.
As far as TVS Motor is concerned, the company is passing through a critical phase, with
Victor and Max 100 being the two major growth drivers. . The company has resorted to
offering discounts on its popular model, Victor, which could affect profitability. The
company also plans to launch a host of new models.

Considering the success of Victor, the odds of success in new model launches appear to
be stacked in TVS Motor's favor. However, it would always be prudent to adopt a safe
approach when it comes to investment decisions. Existing holders could, therefore, lock
in at least a portion of their unrealized profit by reducing exposure in TVS Motor.
However, a close look at the developments in the company would be in order, as it could
be in thick of action in the current fiscal.
 D) INDUSTRY PROFILE

Yamaha Motor India (YMI) Ltd. is the fully-owned subsidiary of Yamaha Motor Co of
Japan. YMI was initially known as Yamaha Motor Escorts Ltd. But the parent company,
Yamaha Motor Company, purchased Escorts Ltd's remaining 26 per cent holding in their
motorcycle joint venture Yamaha Motor Escorts Ltd in June 2001. It was therefore
renamed as Yamaha Motor India Ltd.

YMI follows Yamaha Motor's corporate mission of creating 'Kando' - a unique Japanese
word that means 'touching people's hearts.' 'Kando' also describes the 'spirit of challenge"
to create new value surpassing customer expectations. YMI is committed to making
products that benefit from the skills and technology used by Yamaha world-wide. To
fulfill customer satisfaction, and meet the needs of the Indian market, YMI plans to
produce one or more models in the first year, four models in three years. To achieve these
goals, YMI will pursue three major objectives within the company. The first is customer
satisfaction. The second is strengthening R&D. YMI's mission is to constantly produce
what customers are looking for, by analyzing market trends and changes. The third
objective is to optimize the internal working system. YMI's motto is 'Speed, Quality,
Yamaha's original design'. Yamaha is aiming to make a significant contribution to Indian
society and create products that the people of India will take to their hearts.
Managing Director & CEO
Executive Committee
TOP MANAGEMENT
Senior Vice President
Vice President
Associate Vice President
SENIOR MANAGEMENT
Chief General Manager
General Manager
Deputy General Manager
MIDDLE MANAGEMENT
Chief Manager (M6-M8)
Manager (M3-M5)
Assistant Manager (M2)
JUNIOR MANAGEMENT
Senior Superintendent (JM IV)
Senior Officer (JM III)
Officer (JM II)
Assistant Officer (JM I)
OPERATIVE (Unionized Cadre)
Highly Skilled (E 07-E 12)
Skilled (E 04-E 06)
Semi Skilled (E 02-E 03)
Unskilled (E 01)

WELFARE ACTIVITIES

Medical Facilities
For providing domicililary treatment to the employees and their dependents, a
dispensary and a full time doctor is available in the plant.
Group Accident Insurance Scheme
 Employees not covered under ESI are automatically under the Companys Group
Accident Insurance Scheme.
Provision of Loans
Loan can be obtained by members for purpose such as marriages, purchase of land,
construction of house, long term medical treatments, natural calamities etc.
Benevolent Fund
For providing financial help as a responsible corporate citizen, Rs. 200,000
are given to the family of deceased employee.
Service Awards
In appreciation of the long association, the company gives service awards as a mark
of honour to the employees.
Scholarships
Scholarship is offered to the children of all employees.
Training Activities
There are three training centres all over India. The company is concerned with the
personnel growth and development of employees and sponsors them for various
training and development programs.
Transportation
Subsidized transportation is provided for residents of Delhi and Palwal.
 E) DIFFERENT LOCATION AND OPERATIONS

Registered Office & Factory

Location: Kanchipuram
Add: Irrugattukottai, NH No. 4,
Sriperumbudur Taluk, Kanchipuram District,
Tamil Nadu - 602117
Tele: 044 - 47100000
Fax: 044 47100500

Yahama Motor India Engineering Pvt. Ltd.

Location: Hyderabad
Add: Survey No- 5/2 & 5/3,
Opp. Hi-Tech City Railway Station,
Ijjatnagar, RR District, Hyderabad- 500084
Tele: 040-66574020
Fax: 040- 66574099

Yahama Motor India Limited

Location: New Delhi

Add: 2nd, 5th & 6th Floor, Corporate One
(Baani Building), Plot No.5,
Commercial Centre, Jasola,
New Delhi- 110025
Tele: 011 - 66022000
Fax: 011 - 66022201-02

Central Regional Office 1

Location: New Delhi

Add: A-30, Mohan Cooperative
Industrial Estate,
Mathura Road,
New Delhi- 110044
Tele: 011 - 66379503
Fax: 011 66379939
F) RANGE OF YAHAMA PRODUCTS

Yamaha Motorcycle India (YMI) in a bid to recreate the magic of the RX100 had brought
out the four-stroke Crux in January 2001 and achieved reasonable success. The Crux R,
with a revcounter and a front fairing, rolled out later the same year. Now with stiffer
emission norms calling the shots and the competition constantly re-jigging the
marketplace, YMI has launched another Crux avatar suffixed with an 'S'. :

The Crux S carries forward the Yamaha 106cc single-cylinder, four-stroke and air-cooled engine
from its predecessor, adding a few bits and pieces to achieve cleaner breath. Bore and stroke for
the cast iron cylinder are undersquare, while the alloy head uses twin valves. The camshaft is
chain-driven with a tensioning system visibly protruding from the rear of the block. A standard
slide-type carburettor does duty and power and torque figures are 7.3bhp at 7500rpm and
0.76kgm available at 6000rpm.
The Crux S isn't happy about being woken up each morning as it requires liberal use of the choke
on every cold start on even a warm winter morning. Once up and past this stage, the Crux S
delights with a silken smoothness and light clutch feel that make for a good riding experience.
The motor is completely vibe- and buzz-free and utilises a four-speed gearbox as fine as the best
on any motorcycle in India. The long-stroke nature of the engine with its strong low-end torque
means gearshifts are kept to a minimum. Acceleration is as brisk as any other similar 100cc
machine in India, with 60kph going by in a creditable 7.54 seconds.

(Rs. 39,786)
 MT-01 - Torque like a hammer (Rs.
25,60,000)

YZF-R1 - (Rs. 22,34,300)

YZF-R15 - State-of-the art race

technology (Rs.1,21,391)
 YAHAMA FZER FI V 2.0 (Rs. 93,070)

YAHAMA FZ S V 2.0 (Rs.86,914)

YAHAMA GLADIATOR SS/RS (Rs.56,598)

YAHAMA GLADIATOR (Rs. 52,067)

 G) COMPETITORS OF YAHAMA

1. HONDA

2. BAJAJ

3. HERO

4. TVS

5. SUZUKI

6. MAHINDRA

7. KTM

8. APRILLA

9. DSK BENELLI

10. DUCATI

11. KAWASAKI

12. HYUSUNG

13. BMW

14. TRIUMPH

15. MV AGUSTA
 H) SWOT Analysis of Yahama

Strengths

-high profitability and

revenue
-domestic market
-high growth rate
-monetary assistance
provided
-skilled workforce

Weaknesses

-tax structure
-brand portfolio
-small business units

Opportunities

-growth rates and

profitability
-new products and
services
-global markets
-growing demand

Threats

-increasing costs
-rising cost of raw
materials
-technological problems
-cash flow

Financial and Strategic SWOT Analysis provides a comprehensive insight into

the companys history, corporate strategy, business and financial structure,
management and operations. The report contains a detailed SWOT analysis,
information on the companys products and services, key competitors, as well as
detailed financial information.
INTERNSHIP
PROFILE
INTERNSHIP PROFILE

A. DETAIL OF INDUSTRY MENTOR

1. NAME- Saurav Srivastava

2. DESIGNATION- Relationship officer

3. DEPARTMENT- Sales Department

4. LOCATION- Hajipur

5. MOBILE NO. 8602253045

6. CONTACT EMAIL - sauravrishu408@gmail.com

 LOCATION OF INTERNSHIP

Yahama motors pvt ltd.

Sneha automobiles

Location- Greater Noida

Phn no. - 099736 73763

Email - snehaautomobile@gmail.com

DETAIL OF TASK- FIELD WORK AND OFFICE WORK

This SIP Project task was field work as well as office work because my work was to look

over the marketing statragie addopted for the sales of yahama motors, and toe improve

the sales of yamaha bikes. So my 50% of work was field work and half was office work.
 SUMMER INTERNSHIP FEEDBACK FORM

Summer Internship Feedback Form

(To be filled by the Industry Mentor)
Date:

Interns Name:___________________________
Batch: -_________________________Company:_______________________________
Name: ________________________________
Address: ____________________________________
Department (in which the training has been done):________________________
Mentors Name: ____________________
Mentors e-mail id: ______________________________
Contact Number: ________________________

Part A: General Intern Performance Instructions: Please rate the student intern on each of
the following job dimensions. For each dimension, sample behaviors of excellent and
satisfactory performance are listed as guidelines:

Please mention the interns duties and responsibilities?

Performance Rating Scale:

1= Unsatisfactory - did not meet expectations
2 = Fair - somewhat met expectations, but need improvement
3= Satisfactory - met expectations
4 = Good - met and exceeded expectations
5= Excellent - far exceeded expectations

1. Attitude/Effort: His/her attitude and efforts towards the work & duties assigned during
internship.

1 2 3 4 5
Ability to meet deadlines
Keen to take on extra duties
Seeks out opportunities
Always make a contributions in work
Always Takes initiative
2. Works Independently: His/her ability to work independently to complete tasks with
minimum supervision.

1 2 3 4 5
Always submit assignments timely

Complete tasks effectively

Tasks are fully completed

Team player/assists others

Needs constant
supervision/help

3. Adaptability: His/her ability to adjust to new work requirements, directions with a

minimum loss of efficiency.
1 2 3 4 5
Response to feedback

Attitude towards change to work duties

Acceptance to criticism and modifications in

behavior/task accordingly.
Ability to accommodate to new directions/tasks

4. Interpersonal Skills: Degree to which intern gets along with others (co-workers,
supervisor, clients.)

1 2 3 4 5
Ability to work well in groups

Professional behaviour with co-workers

Effective and cooperative relationships with co-

workers

Ability to follow direction

5. Reliability: Consider of absences or degree of regularity in coming to work on regularly
scheduled work days during the period.

1 2 3 4 5
Punctuality & Regularity

Arrives on time or early

Absence planned/non-disruptive

6. Ability to learn: His/her ability to understand/grasp new ideas, opinions & instructions.

1 2 3 4 5
Interest in learning new tasks

Actively seeks out information

Continually improvement in job performance

Accept new ideas and instructions

Part B: Specific Internship Learning Objectives (specific learning objectives should be

filled in by student prior to giving form to supervisor)

Additional Feedback/Comments
(1) What were the strengths of this intern?

(2) What were the weaknesses of this intern?

(3) Are you willing to take interns in next year? (Indicate one) Yes No
If no, why not?

(4) What qualifications would you like to see in future interns?

(5) If an opening became available in your firm, would you consider this student for a full-
time position? Yes
No
6 ) How would you assess the interns overall performance?
outstanding above average satisfactory below average unsatisfactory

7) Any additional comments or recommendations.

 KEY

OBSERVATIONS

KEY OBSERVATIONS

A) Work description
 In this SIP Project the work assign to our group is to meet and communicate with

Hyundai new/old customer and get feedback about Yahama services and customer

satisfaction. And know about the improve area of Yahama services, customer satisfaction,

before sales experience, after sales experience of Yahama services.

A) Practices followed
In this SIP Project there are some pre defied practices followed by the employee of
company.

And these practises are:-

1. Come on time in the office

2. Follow drees code

3. Polite behaviour

4. Follow company rules and regulation

5. Meet costumer on given time

6. Prepare daily bases report

7. Mutual understanding with group

C) Key Challenges faced while doing the task

In this competition time challenges are the part of life. In this Winter Internship Project
we are facing various types of challenges in the market.

1. Sometime customer not behave genuinely

2. Deferent in theoretical experience to practical experience

3. Convance Customer

4. Fulfil daily task

 5. Social Challenges

6. Rural and Urban area Challenges

LEARNING &
VALUE ADDITION:
SHOULD INCLUDE
LEARNING & VALUE ADDITION: SHOULD INCLUDE

A) Major Learning during their SIP tenure

Every student take a new experience during his winter internship. Winter internship is
one of the way where a student gain practical experience of corporate life and its various
aspects, and implement their theoretical knowledge in real world.

In this winter internship I am learning some very important key learning during the
winter internship.

1. Be polite and happy nature

2. Dont do anything without confirmation
3. Show yourself if that trade is what you really want. Even if you arent necessarily
doing the heaving lifting hands-on, you can see it first-hand.
4. Be smart worker, rather than hard worker
5. Done your work on given time
6. Be polite when conversant with customer and explain everything clearly.
7. Avoid argument with customer
8. How to communicate with customer
9. To know about my capability
 10. How to work in a team.

B) Difference between practical exposure and theoretical

concepts studied in classroom

Practical exposure is very different to theoretical concepts studies in classroom, because

in clause room we are not facing any situation in which we take quick decision and
implement our decision in the same time.

In practical exposure a student learn how to face different-different type of situation to

using our theoretical knowledge and problem solving skills.

Theoretical concepts is based upon past theories and concepts but practical exposure is
different. It experience real time things and its experience.

C) Usefulness of internship with future perspective

Internships are great tools to improve your chances as a job applicant and help
make you a better potential employee. So make the investment in your career and
look into becoming an intern.
Here are just a few Usefulness of internship with future perspective:

1) Real world experience: Joining a company as an intern gives you the opportunity
to work hands on in a professional environment. As an intern you're not just there to get
coffee or run errands but you're there to gain actual work experience. Internships help by
teaching you more about the career path you are pursuing. Think of it like this
internships are a way to test drive possible jobs and explore different career options.

2) Networking: Internships often give you the opportunity to attend meetings and events.
By interacting with professionals you gain new connections and learn how to
communicate in a professional environment. Personally, my internships have introduced
me to a lot of useful resources and have given me the opportunity to meet a variety of
professionals in my field. Networking has helped me acquire references and find new job
opportunities. Internships can even provide you with a professional mentor.

3) Resume Builder: As a college student I know the importance of a strong resume.

Without a solid resume it can be tougher to be considered for a position. And how can
you have a strong resume without any experience? Internships are key to building
experience as a student or recent graduate. Employers are much more likely to hire
someone with internships and work experience rather than someone with a generic
resume, lacking experience.

4) Time Management: As an intern you'll become a master of time management. When

you're working in a fast paced professional environment you need to know every minute
counts. Time management is vital in every circumstance whether you're attending
meetings, finishing tasks on deadlines, making phone calls, picking up your boss' dry
cleaning or walking their dog (just kidding about those last two).

5) Career Foundation: Internships provide you with the building blocks you need for
your future. Many internship opportunities help set the foundation for your career. It is
important that you choose you internships based on your interests and career prospects.
As an intern you have the opportunity to get your foot in the door with a company.
Keep in mind, employers often use internships as a recruitment tool to test out
future employees and in many cases, companies hire interns after graduation.
 BEST PRACTICE
AND BENCHMARK
OF STUDY
BEST PRACTICE AND BENCHMARK OF STUDY

A) Major Companies in the respective industry sector.

1. suzuki

2. bajaj

3. honda

4. kawashaki

5. hero

6. ktm

7. bmw

8. apirala

9. Harley devidson

10.hyusang

11.ducati
12.Mahindra

B) Market share of each company in the Automobile industry sector

1.hero 54.6%

2.bajaj 46.5%

3.honda 32.4%

4.kawashaki 12.9%

5.suzuki 9.9%

6.ktm 7.7%

7.bmw 5.7%

8.apirala 3.8%

9.Harley devidson 2.0%

10.hyusang 1.9%

11.ducati 0.5%

12.Mahindra 0.3%
 Growth & Opportunities in the bikes industry sector.

INDIA HAS EMERGED AS ONE THE LARGEST AND FASTEST GROWING

MOTORCYCLRS MARKETS IN THE WORLD, PARTICULARLY STRONG IN
SUBSECTORS SPORTS BYKES AND NORMAL BYKES, TWO WHEELERS AND
AUTOMOTIVE COMPONENTS.

This rapid growth and evolving strengths in R&D and supply chain in the country are
creating fantastic opportunities for engineering and manufacturing companies. In view of
this, most large international players have already entered or are taking bold steps to enter
the market.

For this monthly Advanced Engineering Sector View, our strategic partners, PwC, have
kindly contributed their insights into the Indian motorcycles sector. Below you will find
an update and upcoming trends in the sports bykes and auto components subsectors.

Sports Bikes

Sports byke assembly volume has grown from 0.7m, in 2001, to 3.5m in 2011 and is
expected to grow to 7.5m by 2018 (11% CAGR). Most of the big OEMs are already in
India or are in the process of setting up manufacturing facilities. Whilst yahama has the
largest market share , both Indian manufacturers (e.g. hero, bajaj) and international
players (e.g. Suzuki & yahama) have been gaining market share in recent times.
 bikes sales volumes over the last few months also suggest that consumer demand is
slowly shifting towards diesel powered Utility vehicles being launched by automakers,
especially products that are relevant to Indian market conditions. Demand from this
years festive season may not match those of previous years and a far from optimistic
growth forecast could dampen car sales in the short-term. However, the long-term
structural growth drivers of the Indian bykes industry such as gross domestic product.

Bikes components

Over the last decade the Indian Byke component industry has emerged as one of Indias
fastest growing and globally competitive manufacturing sectors. The countrys auto
component industry has also shown great advances in recent years in terms of quality,
spread, absorption of newer technologies, skilled manpower at a reasonable price, and
flexibility. Market realities in the US, Europe and other global markets now pose a
significant opportunity for Indian component manufacturers to forge a new identity with
clear strategies in R&D, supply chain and product diversification. The overall component
industry has witnessed a compound annual growth rate of nearly 15% for the period
2007-11 and is expected to grow at 11% over the period 2011-21. Similarly while the
growth rate of exports has been 11% during 2007-11, exports are expected to grow by
nearly 19% during 2011-21.

Job Opportunities

By creating jobs, fueling innovation, driving exports, and connecting people, bykemakers
are ride the American economy forward. The members of the Alliance of motorcycles
Manufacturers are proud to present a new report, compiled by the Center for Automotive
Research, about the strength of our industry as it continues to help lead the U.S.
economic recovery. According to report data, automakers are powering our economy by:

Directly employing 1.55 million Americans and impacting a total of 7.25 million
U.S. jobs.

Generating $500 billion in annual compensation.

 Creating $205 billion in state and federal tax revenue each year.

Investing $46 billion in U.S. factories and facilities between 2010 and 2014.

Recommendation and

Suggestions
 Recommendation and Suggestions

With respect to the above study and the findings thereby, the company has definitely
entrenched into the urban market. With few more concerted efforts, the said organization
needs to enter the rural market in order to completely establish itself all over. The above
study will help the consumers to get more awareness about ford cars and it will also help
to ford motors to capture the market of urban as well as rural markets.

SUGGESTION

The overall sales satisfaction index from the study reveals that the company is

performing very well and customers buying are much satisfied with the service given to

them.

The only couple problem noticed are:

 Some of the customers have complained about the slack in the
delivery process and timings. Therefore, this is the area which I
recommend to the showroom to focus a little bit more. It needs to
improve its delivery process and time. Need to become little quick
and fast.

Some of the customers have also complained about the after

purchase services provided by the showroom. Even though the
complaints are minor, the showroom needs to resolve the customer
after purchase service issues in order to achieve customer
satisfaction.

DESIGN OF STUDY
DESIGN OF STUDY
 RESEARCH METHODOLGY

Preliminary stage of study- a pilot survey, personal interview of sales consultants,

potential customers and existing customer numbering 20 was conducted to arrive at key

deliverables which would ensure customer satisfaction. The research tool (questionnaire)

was designed by inducing the various queries, based on the key deliverables, which

would reflect the customer satisfaction.

The research was based on a study of a sample, sized 100, using simple random sample

selected from the existing database of Hyundai. The research A)

included collection of data from the primary sources using the research tool

(questionnaire). Final stage was to analyse, interpret and draw conclusions from the data

collected.

B) RESEARCH DESIGN

A Research design is a framework or blueprint for conducting the marketing research

project.

Exploratory Research

Purpose Exploratory Research

Formulating a problem or define a problem more precisely.

Identify alternative courses of action.
Development hypothesis.
Gain insights for developing an approach to the problem.
To understand the customer buying phycology.

DATA COLLECTION METHODS

Data Collection is an important aspect of any type of research study. Inaccurate data

collection can impact the results of a study and ultimately lead to invalid results.

Data ollection methods for impact evaluation vary along a continuum. At the one end of

this continuum are quantitative methods and at the other end of the continuum are

Qualitative methods for data collection

Quantitative and Qualitative Data collection methods

The Quantitative data collection methods, rely on random sampling and structured data

collection instruments that fit diverse experiences into predetermined response categories.

They produce results that are easy to summarize, compare, and generalize.

Quantitative research is concerned with testing hypotheses derived from theory and/or

being able to estimate the size of a phenomenon of interest. Depending on the research

question, participants may be randomly assigned to different treatments. If this is not

feasible, the researcher may collect data on participant and situational characteristics in

order to statistically control for their influence on the dependent, or outcome, variable. If

the intent is to generalize from the research participants to a larger population, the

researcher will employ probability sampling to select participants.

Typical quantitative data gathering strategies include:

Experiments/clinical trials.

Observing and recording well-defined events (e.g., counting the number of

patients waiting in emergency at specified times of the day).

 Administering surveys with closed-ended questions (e.g., face-to face and

telephone interviews, questionnaires etc).

DATA COLLECTION SOURCES

Primary Data:
The data is collected directly from each and every customer.

Pilot Survey
A pilot survey was conducted to understand the factors, which would positively influence
the customer. Personal Interviews totalling 20 were conducted for the sales team,
potential customers and the existing customers of Ford. The factors scoring high in the
interviews were considered to be the key deliverables.

Survey Research:
The research was done to learn about peoples preferences and satisfaction of the
Hyundai customer.

Research Tool:
Questionnaire (primary tool- attachment 1)
Interview through questionnaire method was employed for the research purpose. The
questionnaires were individually administered to each customer to ensure minimum
scope for faulty data entry and error of understanding. This method also gave the
interviewer the scope of entering into a dialogue an standing the customers perception
better.
The questionnaire tried to capture the responses of the customers mainly on the key
deliverables, derived from the pilot survey conducted, and a few questions have been
included to gauge the level of satisfaction and to gain insight into customer expectations.

Unstructured interview
The interview complemented the primary research tool and helped deliver into details of
responses provided by the customers. This not only validated the responses of the
customers but also helped the interviewer understand the expectations of the customers.

SAMPLE

SAMPLING UNIT: In this study the sampling unit used is the existing customer

base of Hyundai. Selection is made from the list of Customers during the last one

year.

SAMPLING TECHNIQUE: Samples were collected by way of simple random

sampling and questions were asked to the respondents when they were coming out

of their respective offices, shopping malls, show room, and through Champaign.

SAMPLE SIZE: A total sample size of 100 was selected.

C) NEED OF STUDY

Increasing competition, ever growing market, easy availability of the finances and

increasing population of young executives, with huge disposable incomes, over the past

few years has substantially increased the sales in the automobile industry. Also, the
competition among the dealers of the products has increased with each trying to

maximize their customer base. This makes it imperative for the dealers to provide the

best of the services and exceed the customer expectations to achieve customer delight and

loyalty.

The study tries to understand the key service parameters and reflect upon the

dysfunctional areas, thus providing the dealer with an insight into the level of customer

satisfaction and changing trends of the customer expectations.

D) SCOPE OF STUDY

The research measures the experiences of customers.

Defines and analyses the experiences based on key deliverables.

Gains insights into Customer expectations.

E) OBJECTIVES OF THE STUDY

To study and understand the key service parameters using Customer Satisfaction and
reflect upon the low performing areas:

To study about the customer satisfaction on the services provided by the dealers.
 To study the opinion of the owners of cars regarding its features like mileage,
price etc.

To study the effect of advertisement on the customers to promote the product.

To study the customer satisfaction with usage of their cars.

To study the information resources that the customer using before purchasing the
car.

ANALYSIS
OF
DATA
 ANALYSIS OF DATA

1) Age group:

Table 3.1

Sl.No Age Group No of people

A 20 to 30 9
B 30 to 40 25
C 40 to 50 25
D Above 50 22

Chart 3.1
 25

20

1520-30years 30-40years 40-50years above 50

10

Interpretation:-
From the above table shows that the respondents of the age group of years above
50 i.e. 22, the next group is 40-50 years i.e.25, the remaining age groups are 30-40 and
20-30 years having 25 and 9 respectively.

2) Occupation

Table 3.2
Sl.No occupation No of people
A Employee 35
B Business 20
C NRI 15
D Others 8

Chart 3.2
 35
30
25
20 employee business NRI others

15
10
5
0

Interpretation:-
From the above table shows that the respondents of the occupation are mostly employees
numbered 35, business people numbering s20, NRIs 15 and others 8 people.

Which model of Suzuki bykes do you own?

Table 3.3

Sl.No Brand No of people

A fz 35
B Ri5 18
C fazzer 10
D R1 12

Chart 3.3
 R1
D, 12

fz fazzer
C, 10 A, 35

B
, 18

Interpretation:-
The following graph shows the number of cars in the total of 75 persons r1 is
owned by 35 people, and fazzer owned by 18 and fz owned by 10 people and r15 by 12
people.

3) Which feature is the best one in yahama bykes?

Table 3.4

Sl.No Feature NO of people

A Mileage 14
B Price 4
C Brand 16
D Style 18
E Mileage & brand 13
F Mileage & style 8

Chart 3.4
 20 16 18
18
16 14
14 13
12
10 8 Series1
8
6 4
4
2
0
Mileage Price Brand Style Mileage Mileage
& Brand & Style

A B C D E F

Interpretation:-
The following graph shows the number of what features you consider while you
purchase in the total persons Mileage by 14, and Price by 4 and Brand by 16, Style by 18,
Mileage and Brand by 13, and Mileage and Style by 8.
4) How do you feel when you drive yahama bykes?
Table 3.5

Sl.No RANK No of people

A Good 25
B Better 20
C Best 40
D Poor 5

Chart 3.5
 40
35
30
25
good better best poor
20
15
10
5
0

Interpretation:-
From the above table shows that the respondents of the experience of people while riding
yahama bykes is good i.e. 25, the next group is better i.e.20, the remaining people who
feel best is 40 and others who feel poor experience are 5 respectively
Are you satisfied with your bykes mileage?

Table 3.6

Sl.No bykeses mileage No of percentage

A Yes 61
B No 14
Chart 3.6
 No
B, 14

A Yes
B No

Yes
A, 61

Interpretation:-
The following graph shows the number of people who satisfied with mileage of
the vehicle in the total respondents response given by persons Yes by 61 and No by 14.

5) Will you recommend yahama product to anybody?

Table 3.7

Sl.No Recommendation No of percentage

A Yes 45
B No 30
Chart 3.7

No
B, 30

Yes
A, 45

Interpretation:-

The following graph shows the number of people who recommend yahama bykes in
the total persons yes by 45 and No by 30.

6) What do you think about yahama customer service?

Table 3.8

Sl.No RANK No of people

A Excellent 40
 B Good 20
C Better 30
D Poor 5
Chart 3.8

40
35
30
25
20
15
10
5
0

Interpretation:-
From the above table shows that the respondents of the people about yahama
customer service is excellent i.e. 40, the next group is good i.e.20, the remaining people
who feel better is 30 and others who feel poor experience are 5 respectively.

2) How do you feel about companys response towards customers?

Table 3.9
Sl.No Source No of percentage
A Excellent 38
B Good 17
C Better 10
D Poor 7

11. Are you satisfied with companies after sales service?

 Table 3.11

Sl.No After sales service No of percentage

A Satisfied 75
B Not satisfied 5

Interpretation:-
The number of customers who satisfy/not satisfied with the after sales service of
the company from a number of 100 customers is satisfied 75 and not satisfied 5.

12. How do you feel the experience at show room?

Table 3.12

Sl.No RANK No of people

A Excellent 20
B Good 60
C Satisfactory 15
D Poor 5
Chart 3.12

Interpretation:-
The following graph shows the consumers experience at show room the number of
customers who feel satisfy is 15 and who feels good is 60.and 20% of the customers feels
excellent and 5% of the customers feels poor at show room experience.

11) Were you offered test drive?

Table 3.13

Sl.No Test drive No of people

A Yes 80
B No 7
Chart 3.13
 No
B, 7

A Yes
B No

Yes
A, 80

Interpretation:-
The following graph shows the number of customers who were offered test drive
for the product is yes by 80 customers and no by 7 customers.

12) Have you satisfied with the usage of yahama bykes?

Table 3.14
 Sl.no Customer Percentage
response
A Fully satisfied 71
B Just satisfied 15
C Not satisfied 4

Chart 3.14

80
70
60
50
fully satisfied just satisfied not satisfied
40
30
20
10
0

Interpretation:-
The following table shows that the respondents who satisfied with dealers
performance is better71, good 15 and Poor is 4.

15. Do you repeat purchase of yahama bykes?

Table 3.15

Sl.No Rank No of percentage

A Probably 65
B Definitely 16
C Definitely Not 5
D Might 14

Chart 3.15

Interpretation:-
The following table shows that 65% of the customers are probably repeat purchase,
14% of the customers might have repeats the purchase, 16% of the customers definitely
repeats the purchase and 5% of the customers definitely not purchase the hero.

:
FINDINGS

FINDINGS
 Hyundai enjoys a high patronage from its customers.

Most of the customers had a good experience of shopping at Hyundai.

The satisfaction levels can also measure with the level of recommendations to
friends and associates; It is evident that more than 80% customers are satisfied
with the service offered at Hyundai.

The probability that the customers would repeat that purchase at the same
showroom is high, which is a good sign.

The sale satisfaction index of Hyundai showroom is 8.4 on scale of ten (refer
page 32), which is exceptionally good, the showroom should persist on high
levels of commitment to maintain the good image it has created. The industry
SSI (2003) is 104 out of 126 according to J D Power Asia pacific. And Ford
scores 105 out of 125.

In the interview it was found that the customers are happy about the training
Programs under taken by the showroom, which train the customers to
negotiate minor breakdowns comfortably.

It has been observed that 25% of customers have reported a slack in the
delivery

Process.

This is the only area of concern that has emerged from the city.

REFERENCE
www.yamaha-motor-india.com
www.truly-yamaha.com

Marketing Management Philip Kotler

Research Methodology C.B. Kothari

MAGAZINE & NEWSPAPER

Times of India
Economics Times
Business standard
Business week

Annual Report of the Company

QUESTIONNAIRE

Name: age
Address.. ph no. ..

1. Which type of bike you are using at present?

(a) conventional/standard bike (b) customized /stylist bike
2. Which brand of bike is preferred by you most?
(a) yamaha (b) tvs
(c) hero honda (d) bajaj
3. What is the source of purchasing a bike?
(a) authorized dealer (b) second hand market
4. If you are using a yamaha bike which factor attracts you towards it most?
(a) quality (b) price
(c) mileage (d) style
5. Are you satisfied with quality of yamaha bike?
(a) yes (b) no
(c) some time (d) can`t say
6 Yamaha bike dealer is easily available in your area?
(a) yes (b) no
7. Do you go for any other brand because of cheaper price?
(a) yes (b) no
8. Are you aware of the brand of yamaha bike?
(a) agree (b) disagree
(c) can`t say
9. What feature you want to be added in yamaha bike to make it most favourable in your
area?
(a) scheme (b) discount
(c) advertisement (d) authorized dealer
10. What is the similar feature between yamaha and other company`s bike?
(a) price (b) quality
(c) mileage (d) authorized dealer
(e) none of these
11. How many kilometers do you ride each day?
(a) <10 km (b) 10-25 km
(c) 25-50 km (d) > 50 km
12. Kindly rate the importance of the following in selecting your bike?
In order of preference
(a) mileage (d) price (g) maintenance cost
(b) comfort (e) resale value (h) after sail searvice
(c) style (f) brand
13. Please rate the top three buying influences in selecting your bike?
(a) advertisement
(b) product brochures
(c) recommendations from friends and relative
(d) information`s and recommendations at retailers
(e) attractiveness of exchange offers
(f) attractiveness of financial schemes
(g) attractiveness promotional offer such as free gifts/ discount/freebies etc.

14. Which channel do you watch on the t.v for advertising?

(a) Music channel (etc, V channel, zee music)
(b) Sports channel (star sport, NEO, ESPN,)
(c) Movie channel (zee cinema, star Gold, sat max,)
(d) News channel ( aaj tak , IBN 7, Zee news,)
(e) Information channel (Discovery National Geography)

15. What is the primary reason for selecting a bike

(a) price (b) power (c) mileage (d) looks