Yamaha India Business Strategy and Review Analysis

Publish Date : May, 2016

Having conquered the title of being the one of the top world’s two-wheeler manufacturer, Yamaha is well on its stairway to glory and fame. But the road to success is not always paved easy and effortless. It comes with its own ups and downs. This road to enlightenment was not devoid of such obstacles when Yamaha established a foothold in India, nevertheless achieving the desired result and landing on the right runway. This was attained largely to an extent with the launch of their product, the RX100 aiding in boosting both the motorcycle and the scooter segment. However, what the company needs to shift its focus to now is on their policy and backup after service.

Yamaha India Bike and Scooter Strategy Analysis FY 2016

The company is blessed with an excellently webbed dealer network across the country. However, a major percentage also seem to agree with the idea of shifting the company’s focus into major areas that need to be further developed, namely the policy of the company. This particular area of development has even resulted in the pulling back of some dealerships. The reason for their pulling back could be attributed to improperly demarcated areas and insufficient short-term volume increase for dealers not giving them enough incentive for a long-term deal. In such a dog eat dog world like ours, one needs to put all one’s energy and effort into survival and from the viewpoint of a dealer, that could translate into discounting of products. One solution to the problems that seem to be underlying the situation could be to facilitate dealers to spread their network by means of anointing sub-dealerships of their respective branches following proper demarcation. In specific cases wherein the dealers are unable to further this expansion, the company gets to make the call.

A strong example of a well-connected dealer network which has taken all these aspects into account are the people at Honda, who have an immaculate company policy. Yamaha has only the simple task of piecing the little bits together along with what they already know and add in their tweaks to their areas of development to further strengthen their company policy. With an excellent product base, all they need is to build their foundation and an excellently policies building with the quality ensure meant of their sales and service department. This will make them a superpower alongside companies like Honda and give them a worthy enough opponent.

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