1

MINISTRY OF EDUCATION AND TRAINING

HOA SEN UNIVERSITY
FACULTY OF ECONOMIC AND COMMERCE

STUDY REPORT FOR INTERNATIONAL

BUSINESS MANAGEMENT SUBJECT

TOPIC:
OPERATIONS AND BUSINESS
STRATEGIES OF YAMAHA MOTOR
VIET NAM
Name

: Nguyen Ngoc Thuy Linh

Student Code

: 2004089

Class

: NT121

Instructor

: ThD. Pham Thi Bich Ngoc

06/2015

Table of Contents
I.

AN OVERVIEW OF YAMAHA MOTOR...............................................................4

I.1

History and development of the Japanese company Yamaha.............................4

I.2

History and development of the Yamaha Motor Vietnam...................................4

II.

YAMAHA OPERATIONS....................................................................................5

II.1

Research and development..................................................................................5

II.2

Productions..........................................................................................................6

II.3

Customer services................................................................................................7

III. COMPARISON BUSINESS STRATEGIES BETWEEN YAMAHA AND

HONDA IN VIETNAM MARKET.................................................................................8
III.1 Products Strategy.................................................................................................9
III.2 Price Strategy.....................................................................................................10
III.3 Distribution Strategy..........................................................................................11
IV.

COMPETITOR ANALYZING HONDA VIETNAM.....................................11

V. SWOT- SOLUTIONS..............................................................................................13
V.1

Swot.................................................................................................................... 13

V.2

Solutions to help market the product consumption...........................................14

VI.

CONCLUSION.....................................................................................................15

REFERENCES...............................................................................................................16

I. AN OVERVIEW OF YAMAHA MOTOR

I.1 History and development of the Japanese company Yamaha
Yamaha Corporation formed and developed as today, thanks to his unique ideas
president Genichi Kawakami. In 1953, from his saying Genichi Kawakami: "I want us to
try to manufacture motorcycle engines." Then he began to research, apply on turboprop
aircraft used in World War II. Genichi discovered and tested in the production of
automobile spare parts, sewing machines, motorcycles.
In August 1954, motorcycle YA-1 is cooled by air, with 2-stroke, single cylinder
125cc is the first product launch for the innovative power of Yamaha Motor.
The company officially separated from Yamaha Corperation and established Yamaha
Motor Co.Ltd cell conglomerates July 1 1955 whose headquartered in Shingai, Iwata,
Shizuoka, Japan.
Yamaha is growing and now has 130 factories worldwide with a variety of products
such as motorcycles, motorcycle skiing, racing engines, generators, scooters, personal
Crews, .. with each product line, the company has many designs and different features to
meet the needs of consumers.
I.2 History and development of the Yamaha Motor Vietnam
Yamaha Motor Vietnam Company's economic model JV cooperation between the
three countries Japan, Vietnam, Malaysia. The company was founded in 1998 with an
initial base of resellers proprietary motorcycles Yamaha motorcycles are imported from
Thailand, Indonesia and Japan. January 10/1998 Yamaha started building factories in
Vietnam and until 10/1999, Sirius motorbike first appeared.
Currently, the company has diversified the product line to meet the needs of
consumers. The number of existing models such as Sirius, Jupiter, Exciter, ... Besides,
market in Vietnam has the scooter as: Nouvo, Classisco, Nozza, Grande, ..

Company Name: Yamaha Motor Co., Ltd. Vietnam

Headquarters: 6 Thai Phien, Le Dai Hanh Ward, Hanoi
Tel / Fax: (84-4) 38217457 / (84-4) 38217459
Yamaha is the joint venture between:
Ltd. Japan Yamaha Motor: 46%
Forestry Corporation Vietnam: 30%
industrial company Hong Leong Malaysia: 24%
Yamaha Motor Vietnam Company has development phases with target man is the
fundamental element. Product and company operations always aim: "Conquering the
hearts customers :. The company's goal to provide our customers the best products,
provide customers with satisfaction, satisfaction and pleasure when using Yamaha
products
The motto of the company based on "How to market and customer oriented :. Main
motto derived from the feedback of customers convey to dealers and related parties of
Yamaha Motor Vietnam. With this motto, the company has been satisfying customer
expectations for quality and after sales service.
II. YAMAHA OPERATIONS
II.1
Research and development
Rev Station is a global brand campaign of Yamaha Motor, Vietnam's 3rd
destination introduced after Thailand, Indonesia. This is an R & D center, where VietNam
Yamaha to incorporate advanced technology, many years of experience summed up by
motorcycle manufacturer to introduce products to the market and most advantages
technologies.
Blue Core engine is the first product to be introduced through the project of
Yamaha Motor Rev Station. Blue Core will serve as basic criteria for developing a new
generation of completely new engine, aims to create superior standards of environmental
5

friendliness, sense of fun and effective air traffic high fuel consumption rate. The general
idea of the Blue Core engine is "a perfect platform engine" through the centralized 3
points: "Rising fuel combustion efficiency", "Reduction of energy losses" and "Precise
control who blended fuel & ignition timing ".
Since 2013, Yamaha Motor began changing his slogan to Revs Your Heart - Bring
out the passion. Rev Your Heart are defined as the motto of inspiration for the driver
when speed up the vehicle.

II.2

Productions

Chart 5 sales of motorcycle manufacturers in Vietnam in 2014

In 2014, Honda sold more than 1.9 million units, up 2% compared to 2013.
Placing No. 2 was Yamaha Motor Vietnam with sales of 633,622 vehicles, down 13.3%
compared with period of 2013. In particular, sales of scooters were down to 30%, while
car numbers fell 8% to the level of 111 thousand units, respectively, and 522 thousand
6

units. With around 50,000 cars sold, the scooter key seems to be losing, Nouvo ahead of
the competition by Honda Air Blade. However in the car segment, Sirius still plays a
leading role with nearly 333 000 vehicles to customers, representing over 50% of
consumption of the whole company. The rest include Exciter, Nozza, Jupiter ... achieving
158 thousand, nearly 42 thousand and more than 28 thousand units.
Customers in Asia and other emerging markets has purchased 5390000 of Yamaha
vehicles in 2014 is lower than 5.65 million car number 2013. For developed markets such
as North America, Europe and Japan, sales the car was 414 000, 370 000 more than the
previous year's car
II.3

Customer services

As one of the leading manufacturer and supply leading motorcycle market in

Vietnam, Yamaha Motor Vietnam always conceived to guarantee service quality, as well
as the dedication and caring for customers at highest. Yamaha Motor Vietnam Co., always
bring the after-sales service best as the deployment of customer care operations, used car
advice, provide the necessary information to customers, ...
With the aim and desire to bring out the best for our customers, Yamaha Motor
Vietnam has decided to launch hotline 1800 1588 totally free incoming calls and daily
activities including the 7th, Sundays and holidays This total stations will advise and
answer customers with information related to products, sales, service and spare parts of
Yamaha. At the same time, the operator also receives inquiries and customer support in
the stage of resolving complaints about service, Agent ... quickly and efficiently.
Besides, Yamaha offers 3 years warranty or 30,000 km and 9 votes maintenance
free for motorbike was introduced in 2014. In maintenance of 9 free patterns mentioned
above, there are 6 types votes "minor maintenance "and 3 votes as" full support ". During
the warranty period, the customer has the right to bring your car to any dealer of Yamaha
commissioned to use this service. With this new policy, Yamaha is leading Vietnam's

motorcycle market for the longest warranty. Meanwhile, other large firms only have a
maximum warranty of 2 years.
In addition, for many years, Yamaha also deploy motorbike repair services V. aka
Mobile Service with two main functions and emergency roadside service and
maintenance repairs at over 250 motorcycles nhavoi dedicated already provides 3S
dealers across the country. Customers can contact the hotline via the agent or operator
18001588 to be served.
To perform maintenance mode and as long-term warranty on now, Yamaha has 2S system
(Service warranty service, after-sales maintenance and Spare Parts - genuine parts) at all
districts across the country and 3S systems (sales - sales and Service, Spare Parts) are
opened in all major cities.
III.

COMPARISON BUSINESS STRATEGIES BETWEEN YAMAHA AND

HONDA IN VIETNAM MARKET

Motorbike market in Vietnam in 2014

Not only in Vietnam but also in the world or in Japan, Honda has always been the
most powerful motorcycle manufacturers. Second place after Honda's company Yamaha.
At the Vietnam market, the 2 automaker has always accounted for over 90% of market

share which has proved both Yamaha and Honda are the right step in the development
trend consistent with consumers in Vietnam.
Honda is the direct competitors in the market for Yamaha in Vietnam. Honda is the
company's first motorcycle manufacturer so they have a policy of localization extremely
thorough. The market offers a variety of car manufacturers like Piaggio, SYM, Suzuki,
however only Yamha and Honda are 2 companies producing diverse product lines
towards customers in many societies. Usually the only other car manufacturers to thrive
in a vehicle. In Vietnam, Honda and Yamaha always fierce competition with other forms
of marketing, sales campaigns, sponsorship packages or events Event extremely attractive
to attract customers.
In general, business policies of Honda and Yamaha in Vietnam market is relatively
similar. From quality policy, warranty until campaigns protection products are the two
companies to take full advantage. Both companies Honda and Yamaha motorcycles has
created their own style and is increasingly successful on the market
So in its business strategy, the Company Yamaha to plan specific strategies, leverage
their strengths, find out the weaknesses of the opponent to create a competitive advantage
for companies
III.1 Products Strategy
Yamaha has adopted the strategy of "continuous product innovation" works by
changing technology, besides the addition of new features to older products, the
manufacture of new products and remove the old product is no longer with the tastes of
consumers. Yamaha's target customers are active young people aged 20 to 35, these are
customers with youthful style, modern, exploring.Yamaha Motor always make efforts to
create products with fashion, sports, design and aesthetic design, unique features,
powerful engines suitable for all terrain whike Honda targeted on products that are
elegant, consistent fuel savings diverse audience from young people to older people.
Directly product positioning of Honda and Yamaha in Vietnam
9

Yamaha Motor products Vietnam is positioned directly attributable to other joint ventures
especially Honda Motor Vietnam
III.2 Price Strategy
Compared with competitors in the market for motorcycles in Vietnam, especially
Honda Vietnam, the prices of car Yamaha always equal or slightly higher than if the
product of Yamaha directly assessed for their products defense. Honda Vietnam aimed at
all types of customers in the society to meet the travel needs of all segments. Hondas
motorbike prices ranged from 17 to 80 million. Especially Honda have many products
with high price as SH 125i, 150i SH matching customers in the premium segment.
Meanwhile Yamaha targeted at younger customers, relative income levels, especially
customer who likes sports, fashion and modern youthful style. Prices of Yamaha Motor
motorcycles from 18 to 45 million
Yamahas products usually be innovative and market launch of new products every
year. Normally for product sales slowed, companies often conduct apply discounts or
promotions to attract consumers in the customer segment with lower incomes. It is what
helps Yamaha always gain high market share Yamaha in the market. Besides the products
have unique properties, impressive product without competition from rivals, Yamaha
right from the start was defined the high price for a profit and profitability for the
company. Typically, Exciter with a sporty design, high capacity, trendy with premium
features Vietnam.
10

Compared to Honda Vietnam, Yamaha Motor Vietnam with fashionable products,

superior styling and more features than Honda so the products are positioned generally
higher priced from 1 to 4 million VND.
Price list of Honda Motorcycle and Yamaha Motor Vietnam Vietnam (5/2015)
Yamaha
Sirius thng
19.100.000 VND
Sirius FI RC
23.000.000 VND
Jupiter Fi RC
28.900.000 VND
Nozza
28.900.000 VND
Exciter 150 GP
45.500.000 VND

Honda
Super Dream
18.700.000 VND
Wave 110 RSX FI
22.500.000 VND
Future 125 FI
30.000.000 VND
Vision
29.900.000 VND
Airblade 125
40.000.000 VND

III.3 Distribution Strategy

Yamaha and Honda company has similarities in distribution policy. Both focus bulk
distribution channels in the cities, towns, townships, more plain mountainous areas.The
products are distributed in genuine agents of the company or the retail business of the
same kind of motorcycle products. The dealer at the local as commercial intermediaries
with Yamaha Motor Company, both bound together by exclusive contracts. The stores
have committed to the company to fully implement the warranty, after-sales, customer
care, ..
IV.

COMPETITOR ANALYZING HONDA VIETNAM

Design: Until now, Yamaha motorcycles have always prevailed in the manufacture of
motorbike with energetic style, personality, sports, colors, eye-catching stamps fit young
people. Honda actually only a few years ago to focus on this issue especially scooter.
Tires: Yamaha has quite thick plastic tires, certainly more than the motorbikes of Honda
so though has gone through a long period of use but still no feeling tires creaking sound
as the vehicle Honda Vietnam
Accessories: Vietnam Yamahas accessories in general is expensive and very hard to find,
almost only at the service center. However, it gives more peace of mind for customers
11

when substituting genuine. Hondas accessories of plentiful cheap, replaced in vehicle

-repair also, but hardly cause sympathy for customers Chinese imitation products very
much.
Engine: Overall, the reliability of both automakers are equal. When Yamaha Motor Ride
sensation is always noisy machines, hot. Honda Vietnam's machine feels quieter, cooler
than in the corresponding line. Because heater more so when users must also pay more
attention to the oil change cycle.
Performance: With the same capacity, but the Yamaha motorcycles for more thrills,
more impulsive to Honda. With long distances Yamaha dominant companies than rival
Honda, however if run in the shorter road or walking around in the city, surpassed Honda
to Yamaha
Fuel consumption: Because there is a more powerful engine so Yamaha vehicles should
always lose the fuel economy levels including motorbikes or scooters, little or big cc to
Honda
Price: Both Honda and Yamaha have segments different prices for each customer
segment

12

V. SWOT- SOLUTIONS
V.1 Swot
STRENGHTS
-

The company appeared on the

WEAKNESSES
-

Global famous brand, still quite

market for quite a long time and

strange to many people in a small

have strong financial resources.

The company has staff of highly

number of markets
The production is still limited,

qualified staff and high industrial

unused capacity of machines, using

working style.
Company have good customer care

cost-ineffective
Products of the company has long

services, always satisfy the needs

had a reputation for eating gasoline

of customers. Companies always

than cars of Honda's main rival.

have sales channels wide, these

The company's vehicle line focused

promotions are attractive to attract

on youth.

customers
Promotions with attractive
promotions and current clients

target customers
The company has continued to
innovate quality products and
colors to meet the increasing
demands of customers. In addition,
the product's motorcycle company
more powerful engines of motor
vehicles in the segment of other car
manufacturers

13

OPPORTUNITIES
-

THREATS

Motorcycle demand in the market

Currently on the market there are

no signs of decline, especially the

many lines of motorcycles led to

fierce competition from rivals:

scooters
Countryside and mountains are

potential markets to be exploited

Consumers,
especially
young

suddenly penetrate the market,

people always want to use the style

scooter,

personality,

consumers

want their motorbike are luxury

-

and unique
Cheap motorcycle market is very

Honda, Suzuki, SYM

Potential rivals are washed and
especially

lately

Chinese

motorcycle

market

entering

through the scooter with style and a

-

active. At the moment, very few

very competitive price

The needs of consumers are always
changing, understanding the need

company has a low-cost product

to spend a large amount of cost.

line.

Consumers can use alternative

-

products
- Issues related to the environment
which

is

focus

on

government

creating

challenges

for

by

the
many

companies

manufacturing vehicles.
V.2 Solutions to help market the product consumption
Companies need to create credibility and trust with customers thereby confirming its
position in the market and then identify potential markets bring products to countries in
the region and the world
Improving the effectiveness of market research surveys to gather accurate information
about customer demands, market to plan the proper production strategies. To do this the
14

company needs training and recruitment of staff with high qualifications and knowledge
synthesis, active in the survey and accurate market analysis
In developing economies constantly with the changing needs of society, companies
must always improve and enhance the quality of products to meet the increasing demands
of consumers
Besides, companies should develop flexible pricing policy for each vehicle. Companies
can determine based on income thep customer target groups
Diversification of sales form, complete marketing channels and product distribution.
In addition, companies need to find out the difficulties in the distribution channel to help
in time
VI.

CONCLUSION
In fact, Honda has consumed more than the number of cars in Vietnam compared to

Yamaha Motor Vietnam's consumer decisions by customers in Vietnam still depends

heavily on factors perceived constraints and habits change. However, Yamaha still have
their own strengths, but Honda is not comparable, it is powerful sports cars that represent
the Exciter. In this segment, even Honda has no representative in Vietnam.
In the trend of economic development, Yamaha needs more efforts in management,
strategic planning business matching solution to compete with rivals such as Honda,
SYM, Piaggio. This helps Yamaha hold his position or beyond it's main rivals Honda
Vietnam
Through the above analysis, because knowledge is limited, the report may make
mistakes, limited visibility, and there are many issues yet to be analyzed, evaluated deep.
I hope to get her contribution to draw lessons for the next report

15

REFERENCES
1. http://vnexpress.net/tin-tuc/oto-xe-may/honda-va-yamaha---cuoc-chien-xe-so-taiviet-nam-2805727.html
2. http://www.yamaha-motor.com.vn/Gioi-thieu-6
3. http://autopro.com.vn/xe-may/yamaha-viet-nam-cong-bo-chien-luoc-tong-thecho-nam-2014-20131118114811976.chn
4. http://doc.edu.vn/tai-lieu/de-tai-mot-so-bien-phap-phat-trien-thi-truong-tieu-thusan-pham-tai-cong-ty-tnhh-yamaha-motor-viet-nam-33086/
5. http://123doc.org/document/105087-chien-luoc-hau-mai-tai-yamaha-motor-vietnam.htm

16