“A Project Report On Marketing & Sales inYAMAHA at Mahesh Motors ”

A Summer Training Project Report SubmittedIn 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

ENTREPRENEURSHIPDEVELOPMENT, ERANDWANE, PUNE-411038

COMPANY CERIFICATE

This is to certify that the project report entitled “Marketing &Sales in YAMAHA at Mahesh Motors ” Submitted to theBharati Vidyapeeth Deemed University, Pune in partial fulfillmentof the requirement for the award of degree of MBA is an originalwork carried out by Mr Prateek Kapil under the guidance of MrARUN KUMAR. The matter embodied in this project is a genuinework done by Prateek Kapil to the best of my knowledge andbelief and has not been submitted before, neither to thisuniversity nor to any other university for the fulfillment of therequirement of any course of study.

Signature of the StudentSignature of the Guide

CERTIFICATE

This is to certify that the project titled Marketing & Sales inYAMAHA at Mahesh Motors is an academic work done byPrateek Kapil submitted in partial fulfillment of therequirement for the award of degree of MBA BhartiVidyapeeth Deemed University ,Pune .it has been completedunder the guidance of Mrs. ANURADHA YESUGADE. WEare thankful to Mahesh Motors for having allowed ourstudent to undergo project work training .The authencity ofthe project work will be examined by the viva examinerwhich includes data verification, checking duplicity ofinformation etc. and it may be rejected due to non fulfillmentof 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 like to categorically mention that the work here hasneither been purchased nor acquired by any other unfairmeans. However, for the purpose of the project, informationalready compiled in many sources has been utilized.

PRATEEK KAPIL

ACKNOWLEDGEMENT

No small task however can be completed without properguidance and encouragement. It gives me great pleasure toexcess my deep sense of gratitude and reverence to everyperson who directly or indirectly has helped to create acongenial atmosphere for successfully completion of thisproject report.

I would like to extend my sincere thanks to Mr Arun Kumarmy project guide for his guidance and support through mytraining at Mahesh Motors. His calm demeanour andwillingness to teach has been a great help in successfulcompletion of my project. My learning has beenimmeasurable and working under them was a greatexperience .My sincere thanks also extend to all the staffs ofMahesh Motors. For providing a hospitable and helpful workenvironment and making my summer training an excitingand memorable event.

My heartful thanks are also towards the guide of myinstitute. Mrs. Anuradha Yesugade without her continues helpand enthusiasm the project would not have beenmaterialized in the present form

Finally I also wish to thank the DR Sachin Venekar, DirectorIMED Pune for making this experience of summer training inan esteemed organization Mahesh Motors. The learningfrom this experience has been immense and would becherished throughout life.

Mr. Prateek Kapil

CHAPTER 1: INTRODUCTIONAUTOMOBILE 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 marketsand the decline of global auto industries such as Japan, Europe and US have triggered the influx of new conglomerates along with huge capitalinvestments 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 2-wheeler 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: 107Non-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 Indiabecame 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 compriseof 2 State-of-the-art Plants at Surajpur (Uttar Pradesh) and Faridabad (Haryana). Theinfrastructure at both the plants supports production of motorcycles and parts for thedomestic as well as overseas markets.

With a strong workforce of more than 2,300 employees, IYM is highly customer-drivenand has a countrywide network of over 1200 customer touch-points including 400dealers. 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 (149cc), Saluto (125cc), SS125 (123cc), YBR125 (123cc), YBR110 (106cc), Crux (106cc) andScooters Ray (113cc), Ray Z (113cc), Alpha (113cc) and Fascino(113cc). Its importportfolio 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 asthe regional headquarters and corporate control body of India business operations forYMC. 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 isestablished by YMC to provide Sales & Marketing services to IYM. Headquartered inChennai, YMIS supports IYM to market and sell its motorcycles & scooters in domesticas 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 Productdevelopment 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 exportmarkets. YMRI is the fifth overseas R&D headquarters for Yamaha Motor Groupfollowing Italy, Taiwan, China, and Thailand.

VISION

We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creatingKando" (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 ofYAMAHA products, focusing on serving our customer where we can build long termrelationships by raising their lifestyle through performance excellence, proactive design& innovative technology. Our innovative solutions will always exceed the changing needsof our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action anddelivering results. Our employees are the most valuable assets and we intend to developthem to achieve international level of professionalism with progressive careerdevelopment. As a good corporate citizen, we will conduct our business ethically andsocially in a responsible manner with concerns for the environment.

Grow through continuously innovating our business processes for creating value andknowledge across our customers thereby earning the loyalty of our partners & increasingour stakeholder value.

CORPORATE SOCIAL RESPONSIBILITY POLICY

Corporate Social Responsibility (CSR) is strongly connected with the principles ofsustainability; an organization should take decisions based not only on financial factors,but also on the social and environmental consequences. Therefore, it is the core corporateresponsibility of India Yamaha Motor Private Limited (hereinafter referred to as "theCompany") to practice its corporate values through its commitment to grow in a sociallyand environmentally responsible way, while meeting the interests of its stakeholders.

CSR is the continuing commitment by business to perform ethically and contribute toeconomic development while improving the quality of life of the workforce and theirfamilies as well as of the local community and society at large. CSR is clearly on capacitybuilding, empowerment of communities, inclusive socio-economic growth, environmentprotection, promotion of green and energy efficient technologies, development ofbackward regions, and upliftment of the marginalized and under-privileged sections of thesociety.

As a corporate entity, the Company recognizes that its business activities have wideimpact 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 otherorganizations. The Company endeavour to make CSR a key business process forsustainable development. The Company is responsible to continuously enhanceshareholders wealth and it is also committed to its other stakeholders to conduct itsbusiness in an accountable manner that creates a sustained positive impact on society. TheCompany is committed towards aligning with nature; and has adopted eco-friendlypractices.

Essentially, CSR, which is deliberate inclusion of public interest into corporate decisionmaking by undertaking different projects for development of society, has the potential ofcontributing significantly in the long run to socio-economic growth in the backwardregions and other sections of the society. The emerging concept of CSR goes beyondcharity and requires the Company to act beyond its legal obligations and to integratesocial, environmental and ethical concerns into the Company's business process.

In April 2013, IYM established 2 functionally independent entities namely Yamaha MotorIndia Sales Pvt. Ltd. (YMIS) that will cater to the sales and marketing needs of thecompany and Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) that isintended to increase Yamaha's manufacturing competitiveness through the establishmentof an R&D headquarters in India.

CSR does not emanate directly from external demands but from organizationallyembedded processes. These processes prompt the organization to view its relationshipswith stakeholders in a different perspective, which in turn influences its engagement withthem. The Board of Directors of the Company has devised social responsible businesspractices under the general rules issued by the Ministry of Corporate Affairs forcompulsory implementation of CSR activities.

History

OVERVIEW - INDIAN AUTOMOBILE INDUSTRY

Over a period of more than two decades the Indian Automobile industryhas 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 growthyear after year. By late-90's the industry reached self reliance in engineand 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 two-wheelers. 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 technologicalchange where each firm is engaged in changing its processes andtechnologies to sustain the competitive advantage and providecustomers with the optimized products and services. Starting fromthe two wheelers, trucks, and tractors to the multi utility vehicles,commercial vehicles and the luxury vehicles, the Indian automobileindustry has achieved tremendous amount of success in the recentyears.

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 ofmotorcycles in the world. Yamaha Motor Corporation owns its wholly-owned 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 DKWdesign, which the British BSA Company had also copied in the post-warera 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 MotorPrivate Limited ( IYM)". IYM operates from its state-of-the-art-manufacturing units atSurajpur 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-drivenand 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 listento 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 three-wheelers 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 suppliedby 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 productionin 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 waspossible 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 (1990-91), and the Economic Times - Harvard Business School Association of India Award, against 200 contenders. The gross sales of Hero Honda byMarch end2008 was 33, 371, 43 Crores.

TWO WHEELERS >>

MOTORCYCLES Hero Honda Achiever Hero Honda CD Dawn Hero HondaCD 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 hasbeen 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 bikeon the road. The company is well known for producing motorcycles, butthey 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 arange 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 tie-ups 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 thatall the above are giving a very tight competition to INDIAYAMAHA MOTORS in India. To overcome these competitors YAMAHA is constantlydoing R & D about its product and market as well. We can classify thesecompetitors into following groups according to their attributes and theircompetitive forces.

S PFULLY GROUP A EDIVERSIFIED C I High Mobility Barriers, Extensive ADistribution & 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: ResearchMethodology

OBJECTIVES

• To know the customer’s perception regarding launch of new bikes FZ & FZS by Yamaha.

• To determine the customer’s 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 customer’s 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 people’s 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 werequestioned 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 DecisionReview 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 thru’s. The market primarily comprises five players in the two wheeler segment with most of the companies having foreign collaborations withwell-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% from19% 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 growthof 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 forthe rise in its motorcycle sales along with its other popular models suchas 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 it’s 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 plansto 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 inall 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 pulsarno 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 showsthat 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 therunning 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 two-wheeler 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 company’s 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.

HMSI’s motorcycle sales are sharply slowing down and June 2015’s 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 Honda’s two-wheeler operations in India is the second largest contributor to Honda’s 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 2-3 years. Honda’s 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 world’s largest only scooter plant and will start operation at Gujarat in early 2016.”

Bajaj Auto, which is now witnessing the results of its multiple launchesin 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 Yamaha’s 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 Yamaha’s 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 Suzuki’s 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 Suzuki’s 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 satisfactionProfitGrowthCorporate performanceNew product innovation One stops shoppingWord or month Loyalty in crises Higher priceRepeat 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 customer-centric activities, exciting product line-up and the addition of the YZF-R3 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 bikeYamaha 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 selectauthorised Yamaha dealerships in two exciting colour schemes - RacingBlue and Black Lightning. The YZF-R3 is a model that takes the R-Seriestechnology 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 ofits 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 Bajaj’s PULSAR’s 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

NPO・NGO

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 Insufficient information

Readability : Very easy to understand Easy to understand

Somewhat hard to understand Hard to understand

Reason : (100 words)

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. Others：please give us any opinions or thought you have.(100 words)

Q6. If you don’t 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 target customers were mainly in middle class as well asupper 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 andonly few customers were under graduates.

R15,FZS,SZX,SZR,Saluto,YBX,Crux,Facino,Ray z, Alpha are thebrands 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 Two-Wheelers.

The main reason to choose Yamaha Motors Ltd to buy their two-wheeler 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 aboutcompanies 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. Concluding the performance of the company related to two wheeler sector 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 despi te increase in competi t ion; the company's sales have witnessed an uptrend, registering an average growth of 42% in the three years under review. Hero Honda has managed to achieve thisbecause i ts s t rong brand image and proven product quality underpinned the performance growth in recent years. Apart from the s trong brand "splendor" the company's performance across the spectrum 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 anypresence 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 newer and better models are coming up customer has better and bigger 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. Even many dealers are in view that today Hero Honda and Bajaj, thrives on competition. Right now it seems that the real war is between HeroHonda and Bajaj auto. But one cannot discount the fact that there are other players, who are gaining strength day by day.

SUGGESTIONS

It is very hard to hold the pulse of a customer in the market. Customer’s 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 customer’s 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 strengths andadvantages by using their products will help in increasing the sales of the company.

As the l oca t ion o f the show room i s i dea l l y l oca ted w i th m idd le c la ss population, Yamaha Motors Ltd should try to give moreadvertisements 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 employees rather than wait for customers to come to Yamaha; Yamahashould go to prospective customers with the help of integrated market efforts.

Yamaha Motors Ltd. should track the movement of spare-parts and stock spareparts in advance otherwise the fake parts would become popular.

Yamaha Motors Ltd. should setup sub dealers in remote localities in thearea. Yamaha should conduct road shows in nearby districts.

BIBLIOGRAPHYBOOKS

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