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1)Name & Location of Company (https://www.yamaha.com/en/about/locations/)

Headquarters:
10-1, Nakazawacho, Naka-ku Hamamatsu-shi, Shizuoka, 430-8650, Japan

Tokyo Office:
2-17-11, Takanawa, Minato-ku, Tokyo, 108-0074, Japan

Osaka Office:
Namba Tsujimoto Bld., 1-13-17, Namba-naka, Naniwa-ku Osaka-shi, Osaka, 556-0011, Japan

Kakegawa Factory:
1480, Ryoke, Kakegawa-shi, Shizuoka, 436-0038, JapanToyooka Factory:
203, Matsunokijima, Iwata-shi, Shizuoka, 438-0125, Japan

Tenryu Factory:
283, Aoyacho, Minami-ku Hamamatsu-shi, Shizuoka, 435-0037, Japan

2)Year of Establishment

YAMAHA Motor was founded on July 1st 1995.

3)Brief History (https://www.ridenowaustin.com/blog/history-of-yamaha-motor-company--5878)

History of Yamaha Motor Company:

If you’re looking for an amazing motorcycle, ATV, or personal watercraft, Yamaha may be the perfect
place to start your search. The Japanese motorsport giant started as a piano company, but today it makes
a diverse range of vehicles, but all their products share a few qualities: versatility, power, and intelligent
design. When you need uncompromising performance and reliability, Yamaha is the right brand to
choose.

So how did a piano manufacturer grow into one of the largest and most trusted power sports companies
in the world? Read on to find out. When you need a new motorcycle, ATV, or personal watercraft, stop
by Woods Fun Center. We’re located in Austin, Texas, and we proudly serve the areas of New Braunfels,
San Marcos, and Round Rock, Texas.

The Early Years:

Yamaha is one of the most legendary power sport manufacturers in production today, but motors and
gear weren’t always the company’s forte. Originally, Yamaha Corporation was founded as a piano and
reed organ manufacturer. The company continued to make musical instruments through the late 19th
and early 20th centuries until 1953 when the fourth generation president, Genichi Kawakami, decided to
branch out into small engines and motorcycles. During this post-war time period, many manufacturers
around Japan were starting to convert their war-time production into new markets, such as motorcycles
and automobiles.

Motorcycle Development:

The first Yamaha motorcycle, the YA-1, was released in 1955 under the newly formed branch of the
company called Yamaha Motor Company. While many motorcycle manufacturers experience missteps
with their early products, Yamaha found almost immediate success with the YA-1, which began placing in
major national races. This racing heritage would continue to influence the designs of Yamaha products
through the company’s existence.

After the initial YA-1 success, Yamaha released the YA-2 in 1957, which improved on the YA-1 frame and
suspension. The YD-1 increased the engine size from 125cc to 250cc. Throughout the later 1950s and into
the early 1960s, the racing success continued for Yamaha Motor Company, and by 1964, they were
setting up their first overseas subsidiary in Thailand.

In the early years, Yamaha had focused all of their attention on two-stroke engine designs, but in 1968,
they released their first four-stroke design with the XS-1. This design would gain even more traction in
the 1970s with the release of the XS-750. This era saw much larger cylinder displacements along with
multi-cylinder engine layouts. Yamaha continued to find success with bikes like the XS-1100 and the
XT500.

Yamaha Today:

Today Yamaha produces numerous types of motorsports vehicles, from motorcycles to ATVs to side by
sides and even snowmobiles. Their legendary motorcycles are currently divided into three groups: Dirt,
Road, and Tour. In the world of Dirt, Yamaha makes numerous motocross bikes such as the YZ450F, as
well as a selection of dual sport bikes that easily transition between pavement and dirt. On the
pavement, you’ll find the cruiser class which combines style and power. The Stryker, Raider, and Bolt are
all popular models. Nothing channels the company’s racing heritage quite like their line of supersport
bikes, of which the YZF-R1M is the leader. Finally, if you love touring bikes, nothing compares to the
transcontinental touring line. Check out the Star Venture or Star Eluder for modern features mixed with
classic styling.

Yamaha makes a wide variety of amazing motorcycles, but you’ll just have to ride them yourself to feel
the performance. Stop by Woods Fun Center today to see them. We’re located in Austin, Texas, and we
proudly serve the areas of New Braunfels, San Marcos, and Round Rock. Give us a call to set up a test ride
or stop by today!
 4)Name of Founders and Promoters
Genichi Kawakami, the founder of Yamaha Motor Company.
President: Yoshihiro Hidaka

5)Vision Statements (https://www.comparably.com/companies/yamaha/mission)

Yamaha Vision Statement

We consistently deliver best-fit global IT services & solutions to improve client s competitive advantage.

6)Mission Statement and Values statement (https://www.comparably.com/companies/yamaha/mission)

Yamaha Mission Statement

No one has added Yamaha's mission statement yet.
Yamaha Values
No one has added Yamaha's values yet.

7)Organizational Structure / Hierarchy (https://www.coursehero.com/file/41441957/P-04-04pdf/)

Hiroyuki Suzuki was selected as the Managing Director of Yamaha Motors India from August 15, 2014,
who also functions as Chairman of other Yamaha Group companies in India. The other group companies
are India Yamaha Motor Pvt Ltd (IYM), Yamaha Motor India Sales Pvt Ltd (YMIS) and Yamaha Motor
Research and Development India Pvt Ltd (YMRI). Meanwhile, Takashi Terabayashi functions at the role of
Suzuki as the new Managing Director of Indian Yamaha Motors. Under this new organization structure,
IYM is the manufacturing company while YMIS & YMRI continue to support IYM independently for sales
and marketing, and development of its products, respectively. YMI, along with YMIS and YMRI functions
as 100 % subsidiaries of YMC, while IYM continues to have joint investment from YMC and Mitsui and Co
Ltd.
YMC HR Development Program

8)SWOT analysis of the companies

 Strengths of Yamaha(https://www.marketing91.com/swot-analysis-of-yamaha-motors/)

Wide Product range – Yamaha Motors product range includes motorcycles, scooters, motorized bicycles,

boats, sail boats, personal water craft, swimming pools, utility boats, fishing boats, outboard motors, 4-
wheel ATVs, recreational off-road vehicles, go-kart engines, golf carts, multi-purpose engines, electrical
generators, water pumps, snowmobiles, small snow throwers, automobile engines, surface mounters,
intelligent machinery, industrial-use unmanned helicopters, electrical power units
for wheelchairs and helmets.

Excellent reputation – As per Forbes, Yamaha is the 69 highest regarded companies in the world because
of its excellent performance over time. It is ranked 658 with regards to its overall sales across the world
which touches #14 billion.

The sound – Yamaha motorcycles are absolutely loved for the engine ripping sound they make when
someone revs up the accelerator of a bike. In fact, It is a go to bike for motorcycle lovers.

Rigid build – All products from Yamaha are expected to have a rigid build and have a high quality. Yamaha
has an excellent quality control team and R&D team to ensure that the products sold out in
the market match the performance levels expected of these products.

Market leader in unique segments – Yamaha’s Snowmobile, water boats and engines are considered as
the world leaders and in such unique segments, Yamaha has a standing equivalent to Honda motors
though it may be behind in motorcycles.

Participation in sports – Yamaha has branded itself very well by having regular participation in
motorsports especially in motorcycle racing and car racing.

Star in the BCG Matrix – Yamaha may not have a high market share of the worldwide automobile market
but it is growing in a segment which has many competitors and yet the potential of the segment is huge
too. Thus, Yamaha is clearly a star in the BCG matrix when considering the motorcycle industry.
  Weaknesses of Yamaha(https://www.marketing91.com/swot-analysis-of-yamaha-motors/)

Marketing & Advertising – Because Yamaha is a star in the BCG Matrix, it needs to have huge expenditure
where Marketing and Advertising is concerned. However, compared to other brands like Hyundai or Hero
or others, Yamaha does not use television as effectively though it is present in Top magazines and
regularly found in the newspaper. A lot more is expected from a brand like Yamaha in terms of
Advertising.

Distribution – Another problem which is faced especially in developing countries where Yamaha is
present is that the distribution is not up to mark. Even in India, the distribution is quite low and does not
match with other prominent motorcycle brands like Honda, Bajaj, Hero or others.

Service – Because the distribution points are less, the service points are less as well. Hence a customer
thinks of the service convenience before buying this product and might not purchase the bike itself.
Therefore along with sales distribution, service points distribution is also needed. This is probably the
weakest point in the SWOT analysis of Yamaha.

Sales is dropping – As per this graph by Statista, the sales of Yamaha is dropping year on year and 2016 is
the year when it has dropped the most.
  Opportunities of Yamaha(https://www.marketing91.com/swot-analysis-of-yamaha-motors/)

Electric Bikes – Yamaha is already into Electric bikes and this is a product for the future. As more and
more people move onto electric cars, bikes will not be left far behind and already the adoption has
started in many regions. Regions which are environmentally conscious have made electric bikes
mandatory because of the low carbon footprint.

Low tier segment motorcycles – Most of Yamaha’s products are positioned as premium whereas Yamaha
should be looking at the low tier as well as mid-tier segments. Brands like Volkswagen in cars have
proved that a single company can cater to all segments even if it does the same with different brands.
With the same concept, Yamaha can concentrate on the low tier and mid-tier segment to have a
huge boost to its dropping sales.

Distribution – Having more distribution point and service points are required by the brand. It is a
weakness which Yamaha has and covering that weakness can mean an opportunity for the brand.

Expansion – Expansion in International territories and developing markets can help the brand in boosting

sales. This expansion will not be limited to motorcycles but it can be applied to its engines and all the
other products in the arsenal of Yamaha.

Brand driver products – Like Pulsar in Bajaj or Splendor and Passion in Honda, Yamaha needs products
which are the drivers for its brand. A single product or 2 products which are the main products
advertised by the brand and which can penetrate the market yet build brand equity, such products need
to be marketed by Yamaha.

Rising Disposable income & Emerging markets – Yamaha needs to especially target nations where

the GDP is rising and there is more and more disposable income. Such markets will always first prefer
bikes and then will move on to cars. Yamaha needs to cover these regions to increase overall sales.

 Threats in the SWOT analysis of Yamaha(https://www.marketing91.com/swot-analysis-of-yamaha-motors/)

Lack of Advertising – As we can see that Yamaha sales are dropping which is due to a lack of advertising
and the proper positioning for the brand. Yamaha’s brand recall is quite lesser than its other competitors
and this has affected the brand equity, the recall and the overall sales of the brand.

Competition – The competition in this segment is huge. There are national players in most countries
which have captured a large market share and to counter the competition, Yamaha needs either price
penetration or excellent marketing. But at all times, the competition effects both – the topline and the
bottom line of the company.

Indirect compaction – Although all families have one motorcycle, it is observed that scooters and slowly
yet steadily replacing motorcycles. At the same time, many families have directly purchased cars instead
of purchasing a single motorcycle. This indirect competition rising in demand is also a reason for the
dropping sales of Yamaha and it is a threat to the brand.