1.

0 Executive Summary
This Executive summary explain about history and background of the company, and the
issue of Yamaha Company.
1.1. History
Yamaha's company name comes from founders 'Yamaha Tarakusu' in 1887. The first
name of the company was the first time that Yamaha Corp (Nippon gakki). Yamaha was first
known as a manufacturer of music instrument and organ, not intermittent some time Yamaha
very well known in the eyes of the world as the largest company in the world music
instrument maker. On June 1, 1955 stand was the Yamaha Motor Corp. Yamaha Corp ebeda
but still in one group. His first production motorcycle is a 125cc single cylinder two stroke.
The 125cc motorcycle known as alias YA1 Atakombo (also known as Red DragonFly). This
motor was quite successful and the subsequent production using a 175cc engine. The next
production is a twin cylinder motorcycle YDI in 1957, can issue a 20 bhp power and win the
race Mount Asama in Japan. Bikez production around 15 811 and the number is still below
the Honda or Suzuki. Furthermore Yamaha grown fairly rapidly and in 1959 keluarlaah first
motor sport known as YDSI with a 5 speed gearbox. In 1960, production increased 6-fold to
138 thousand motorcycles.
After the end of the Korean War the United States was so booming economy and
encourage export of Japan, especially the motor to Amerka States. 1962 yamaha exports to
the US as much as 12 thousand motorcycles. Later in 1962 has reached 12 thousand units.
Similarly to 1963, of approximately 36 thousand units. And the peak in 1964, exports totaled
87 thousand units. In 1963, Yamaha makes 250cc, twin cylinder and water cooled. Since
then, yamaha passable known throughout Japan. In 1965, Yamaha's production has reached
244 thousand units and allocation of 50:50 where the majority for export while others
domestic consumption.

1.2. Background
Yamaha established in Indonesia since 1974, made a great contribution in the
provision of two-wheeled transport vehicle, with high quality standards with good after-sales
service throughout Indonesia with a total network of more than 3,000 dealers and workshops.
Yamaha Indonesia has a long journey and experience in producing and serving the people of
Indonesia. Yamaha Indonesia continually innovate against products, production processes or
 services that are always oriented towards the wishes and customer satisfaction as well as the
community as the main priority of the company.
Yamaha's key to success is having a unique characteristic and became a pioneer in
innovations that exceed customer desires, with the goal of a better future based on the spirit
More at Home. Yamaha Indonesia as a large multinational company, has aspirations to be a
superior company that continues to grow sustainably through innovation based on
experiences that are fun to create prosperity and enrich people's lives.
Vision
Being a superior company that continues to grow sustainably through innovation based on
experiences that are fun to create prosperity and enrich people's lives.
Mission
Creating well-being and enrich life for customers and the community, partner companies and
employees
Being a leading brand through innovation delight to meet and exceed customer expectations
dreams that became the pride and extraordinary experience unforgettable.
Being superior human the process and produce the best by establishing communication,
strong team work and continuous improvement within the company and with business
partners.
Growth bisis healthy and profitable and sustainable by developing resources, business
opportunities, loyal customers and society.

Yamaha Motor Co. Ltd. Was founded as a motorcycle manufacturer in Japan in 1955. In
the decades that followed, the company continued to focus on motorcycle, but also diversified
into arange of other products, including scooters, powerboats, arine engines, all-terrain vehicles,
snowmobiles, automobiles enginess, swimming pools and musical instruments. Its consolidatedd
worldwide revenue reached 1.4 trillion yen in 2005, with 55 per cent of that revenue derived
from motorcycles, 18 per cent from marine products and the balanced from other product
categories.
In 2002, Yamaha Indonesia launched the first model, Nouvo, but the initial sales were
disappointing. In mid 2003, extensive consumer research was conducted and a twofold strategy
for the future of Yamahas automatic motorcycles was developed. First, the company would
reposition and re-launched Nouvo as a tough, powerful and practical motorcycle for men later
that year. Second, the company would launch another automatic motorcycle, Mio and position it
as a fun and trendy motorcycle for womern in early 2004.

1.3. Market & Strategy Summary

After doing research on yamaha marketing plan based on the case, it can be concluded
that from the Market Summary side is explained, by 2016, almost 70% of total motorcycle sales
were dominated by scooters. And market growth, Yamaha had a steady decline of domestic sales
from 2010-2016. In 2014 they had 2,3 million units sold, but at 2016 they only had 1,3 million
units sold. Even though theres a decline in domestic sales, export sales is increasing
significantly in 2015, but decreased slightly in 2016.
Marketing Strategies consist of targeting, positioning, and value proposition. In targeting,
there are several target market of yamaha that is knowledgeable consumer in motorcycle
technology and selective, recreational customer, user prioritize engine quality and good design,
customer have active lifestyle, ages 17-25, this is the main target of customer segment for
yamaha Mio, Fino, and X-Ride. 31 above is the targeted customer for MIO and mainly NMAX
and Aerox, MIO, X-ride and Fino will target those that have income lower than 5 million rupiah,
while NMAX and Aerox will target income 5 million above. Yamaha should position themselves
that offers scooter with high quality engine, good design, and comfortable ride that covers all
price segment with high prestige value. each scooter product have a different value proposition
that can deliver each need of consumer;
Yamaha should deliver the marketing strategy that focused on the growing 150cc segment,
execute more simple product-line pricing strategy the points of difference from the competitor
and advertise aggressively via popular social media that can attract younger audience and
intensify the desired brand image.

1.4 Marketing Research

In this research we use 3 research approaches which is Questionaire, FGD Session, and
Interviews to obtain primary data. For questionnaire we research the influence of brand equity
on buying decision of Yamaha Scooter. From this questionnaire we too obtain the primary data of
demoghraphics and segmentation of our customer, market needs, the preferences on product
features, etc yamaha can use to build up the marketing strategy. Also from four aspects of brand
equity, which is Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty.
Buying Decisions aspect is Problem Recognition, Information Search, Evaluation of
Alternatives, and Purchase Decision. We use Descriptive and Factor analysis to analyze the result
of questionnaire.

From the result of our descriptive analysis on questionnaire of The influence of Brand
Equity on Buying Decision of Yamaha and Honda scooter, both brand equity is more or less
equally high with some exceptions. There are some important info based on the customer
answers :

In Brand Awareness aspect, Yamaha often give financial incentives and price promotion more
than Honda
In Perceived quality aspect, Yamaha scores higher on better engine technology and better
speed, but lower in fuel-efficient category.
In Brand loyalty aspect, Honda scores high in terms that the customer wants to buy honda
scooter next time. Yamaha customer are considering to try other brand.
In Brand Awareness aspect, Yamaha scores higher in terms of the price is suitable with
buying power, and the customer thinks the price is appropriate with the offered quality.

In the buying decision analysis we found some important info :

In purchase decision aspect, most Honda customer buys the Honda scooter because many
people overall and in their environment use Honda scooter. Most Yamaha scooter owner buys
it because of their own volition.
In post-purchase decision aspect, yamaha customer scores high scores and higher than honda
customer in terms of the scooter that theyre using currently matches with what they expect
before purchasing it.

From the result of our questionnaire factor analysis, we found that out of 4 aspects in brand
equity, only 3 that most influencing the buying decision. Those aspects are brand awareness
(prestige value and good quality standard), perceived quality (high technology, good design,
comfortable, and better engine quality), and brand association (durability and easy access to
service centre). While there is no aspects of brand loyalty that influence the buying decision.
We obtain the secondary data from online resources in which we obtain sales volume, market
trend, global situation and many data that we can use for the strategy recommendation.

2.0 Situtation Analysis

External Analysis

General Environment Analysis

Demoghrapic Segment
Indonesia is the fourth most populous country in the world with population of 260 million
people per 2016. Most of Indonesia population are middle class income that still views a car
as luxury goods and so prefer motorcycle as their daily choice of transportation. Also,
Indonesia now have a period of demoghrapic bonus because 80% of the people is productive
age.
Economic Segment
Indonesia GDP are rising steadily with more than 5% each year and 3% inflation. This
would boost the populations income and increase their consumption rate.
Political/Legal Segment
In the end of 2016, OJK publish the rule to decrease the down payment for motorcycle loan
in 2017 to increase the customer buying power. This rule will support the yamaha motors
sales.
Sociocultural Segment
One thing that have to be noted is the increase of women motorcyclist in Indonesia each
year. Most of them prefer matic or scooter because the ease of use and the comfort. Also,
there are amost no distinction of gender on scooter user. For example in yamaha nouvo and
mio case on 2005. Male segment doesnt interested in nouvo because its too bulky, they
prefer a simple design like mio Also, there is a growing trend of online ojek driver in
indonesia that supports the use of motorcycle. It will boost the sales of motorcycle, as the
online ojek company provides the loan of high quality motorcycle for their driver in order to
win the competition.

Technological Segment
 Yamaha Indonesia is in the frontline of technological innovation with consistency in their
service quality.
Global Segment
The global market for motorcycles, scooters and mopeds is projected to reach 61,2 million
by 2020, driven by population growth, strong urbanization, and expanding middle class
population in developing countries. The ongoing fast paced urbanization in several
developing countries in Asia-Pacific, Latin America and the middle east, and also lack of
efficient and effective public transportation systems, and chronic traffic congestions, are also
spurring growth.

Physical Environment Segment

Environmental friendly and energy consumption is still a crucial issue within Indonesias
motorcycle industry. Yamaha brand image is not good on energy consumption.

Industry Analysis : Five porters

I. Threat of New Entrants : Low

Yamaha and their biggest rival, Honda, dominates the market share by more than 90% in
more than 5 years. It will be very hard in terms of cost, time and resource for new entrants to
penetrate the market because Yamaha and Honda brands is already have a strong foundation
in Indonesia populace.
II. Bargaining power of Suppliers : High
Yamaha Indonesia only have two suppliers, Yamaha Motor Electronic Indonesia (YMEI) that
produces electronic parts and Yamaha Parts Manufacturing Indonesia (YMPI) that produces
the motor parts. Yamaha Indonesia have built a strong relationship with their suppliers over
the years.
III. Bargaining Power of Buyers : High
There are less differentiation in terms of product, because only two players that dominates
more than 90% of market share and many similarities in terms of price and design between
Honda and Yamaha. Buyers have little switching cost if they want to switch to competitors
product.
Yamaha market share are decreasing more or less 2% each year in these 5 years. Yamaha
have to struggle more if they want to uphold the loyalty of consumer and keep their revenues
high.
IV. Threat of Substitute Products : Low
Motorcycle, especially scooter is still the main choice of many indonesian people for daily
transportation because their low cost and less traveling time. The price is far more cheaper
 than buying a car. Also, Indonesia mass transportation system is limited. For example there is
no subway system. With heavy traffic jam especially in big cities like Jakarta, people still
prefer motorcycle over cars.
V. Intensity of Rivalry : High
Since 2009, Honda and Yamaha leading the main competition with more than 90% market
share combined. Suzuki and kawasaki still have a long way to go to catch up with these two.
The main concern for Yamaha is to at least maintain their market share from Hondas fierce
competition.

Competitor Analysis

Honda is the closest competitor of Yamaha, thus will be the object of this analysis.

I. Future Objectives
Honda will aim to dominate in every engine capacity (cc) segment. They already dominates
110cc and 125cc even though with small margin. They aim to beat Yamaha Nmax in 150cc.
II. Current Strategy
Honda will try to increase their market share on 150cc scooter by introducing Forza in mid
2017 and it will compete with Nmax. Thus they will compete tightly in each engine capacity
category.
III. Assumptions
Honda will assume the market is still growing because the global trend, economic growth of
Indonesia and tighter competition in 150cc segment.
IV. Capabilities

Honda has a larger capital and revenue than yamaha reflected on the market share and the
number of their sales. According to our FGD session and our questionnaire result, Honda has
more dealer and service centre than Yamaha. This ease of access will make them consider to
buy Honda motorcycle. Honda has built a strong reputation over the years as fuel efficient
and comfort-oriented. Yamaha have better quality on salesforce as testified in our FGD and
interview session. Also, Yamaha have better technology (R&D) and manufacturing quality.

Internal Analysis

Resources

Tangible
Financial Resources

Yamaha Motors Corporation, the parent company from Japan provides the required capital to
Yamaha Indonesia. It also maintains a good working capital because they provide very less credit
to their dealers.

Organizational Resources

Rather than communicating the instructions downward, floor workers are encouraged to plan
their work schedule on their own. Then the schedule and resources are finalized through direct
interaction of workers and management. Workers are also expected to state a minimum level of
productivity- per day or per week and any deviation from this standard is analyzed and corrected
by the workers and the management.

Physical Resources

Yamaha has 6 factories in Indonesia. Two manufacturing factories and four special factory
produce spare parts. The second factory Yamaha named Yamaha Motor Manufacturing West Java
(YMMWJ) in an industrial area Karawang. Factory in Pulogadung focused on building sport
motrocycle such as MX King, V-ixion, YZF-R15, YZF-R25, YZF-R3, MT-03, and also Nmax
scooter. 20% of total production in Pulogadung factory allocated for Completely Build Up
(CBU) export. The component production also done in this factory. At the Karawang factory they
made scooter like Mio.

Yamaha has 7 groups company and 160 vendors spread in Jabodetabek. The current number of
Yamahas employee is approximately 20.000. Yamaha has 2972 dealers, service and stores in
Indonesia. It includes 6 DDS (Direct Distribution System), known as the Flagship Stores (FSS)
in Jakarta, West Java, Central Java, Bali, Jambi, Madiun, Kediri.

Yamaha Indonesia is trusted by Yamaha Motor Company Ltd Japan opened a facility Global
Training Center at Yamaha Motor Manufacturing West Java (YMMWJ) which is a training
center to train the mechanical skill of Yamaha Indonesia, Thailand, Vietnam, and other Southeast
Asian countries.

Also, in 2015 Yamaha Motor Co has launched PT Yamaha Motor R&D Indonesia (YMRID), a
new motorcycle development base in Indonesia designed to further strengthen functionality for
its ASEAN Integrated Development Center that carries out product development for the ASEAN
markets. The newly opened YMRID has been set up within the motorcycle manufacturing
facility of Yamaha Indonesia Motor Manufacturing in Jakarta.

Intangible

Technological Resources

The unique technologies like liquid cooled engine, DiAsiL cylinders, Blue Core and design
approach differentiate Yamaha over the other competitors. They have also filed a patent
application for various technological solutions related to the diesel engine.

Human Resources

In terms of training and knowledge of the frontline employees, Yamaha Indonesia set a high
standard on training, especially about product knowledge and other technical skills of the sales
force and the mechanic. They have to make sure they deliver a high customer experience.

Innovation Resources

Yamaha Indonesia capacity to innovate is already well proved. Especially in terms of engine
technology. The Blue Core technology that already implemented on all of their motorcycle is
number one in terms of engine performance if compared with their competitor in Indonesia.
After the R&D base built in Indonesia, the capacity to innovate increased even more.

Reputational Resources

Yamaha is well known for their engine, design and service quality. The customers is satisfied
because theyve got the price for value engine performance. In the FGD session that we do, even
Honda customer admit that Yamaha engines are better. Yamaha also known for their market
penetration ability and they always release a high demand product that their competitor often
copy their efforts.
Capabilities

No. Functional Areas Capabilities

1. Distribution Motorcycle supply were sent out every week to all of the dealer
to meet demands.
2. Human Resource Empowering the sales force and mechanic with high product
knowledge, skills and coordinative teamwork.
3. Manufacturing The production skills of factory in Indonesia yielding reliable
products efficiently.
Export production
4. R&D Design Innovative Models
Design High quality engine
carried out product development to meet user requirements in
the ASEAN markets
5. Marketing Frontline employee highly capable to deliver effective customer
service

Core Competencies

1. Four Criteria of Sustainable Competitive Advantage

No. Functional Competitive Performance

Valuable?

Rare?

Imitate?
Costly to

ble?
Nonsubstituta

Areas Consequences Implications

1. Distribution No No No No Competitive Below Average

1 Disadvantage Returns

2. Human Yes Yes No No Temporary Average

 2 Resource Competitive Returns or
Advantage Above Average
Returns
3. Manufacturi Yes Yes Yes Yes Sustainable Above Average
ng Competitive Returns
Advantage
4. R&D Yes Yes Yes Yes Sustainable Above Average
Competitive Returns
Advantage
5. Marketing Yes No Yes No Temporary Average
Competitive Returns or
Advantage Above Average
Returns

2. Value Chain Analysis

Primary Activity :
a. Inbound Logistics : Equivalent
Yamaha procures the heavy components from its vendors in Japan and Thailand, and the small
components locally.

b. Operations : Superior

Yamaha has 6 factories in Indonesia. Two manufacturing factories and four special factory
produce spare parts. The second factory Yamaha named Yamaha Motor Manufacturing West Java
(YMMWJ) in an industrial area Karawang. Factory in Pulogadung focused on building sport
motrocycle such as MX King, V-ixion, YZF-R15, YZF-R25, YZF-R3, MT-03, and also Nmax
scooter. 20% of total production in Pulogadung factory allocated for Completely Build Up
(CBU) export. The component production also done in this factory. At the Karawang factory they
made scooter like Mio.

c. Outbound Logistics : Equivalent

Yamaha Indonesia has many warehouse for storing the final product located at a strategic
location for each region to minimize cost, especially in Java Island.

d. Service : Equivalent
Most Yamaha Indonesia customer is very satisfied with the service, especially the after sales
service. The service quality is proven with many service quality awards for yamaha this past nine
years.
e. Marketing & Sales : Superior
Yamaha relies on their knowledgeable salesforce to attract the targeted segment. This sales force
scattered everywhere even to the small neighborhood to advertise the product. This is one of
Yamaha strategy that focus on high involvement between sales force and customer.

Supporting Activity :

a. Procurement : Equivalent
The procurement system in Yamaha is totally online. The role of Purchase Management is to
negotiate with the vendors on the terms of price and delivery. As company plans the production
for the next 3 months and enters into their software, the order for the raw materials automatically
reaches to each and every vendor.

b. Technological Development : Superior

Newly launched Yamaha R&D base in Indonesia enables them to provide increased synergies
within the region. While Yamaha Motor co, Japan works on foundation technology and
technological strategies including core technologies and advanced technologies, it is looking to
enhance product development through setting up local bases near specific markets.

c. Firm Infrastructure : Equivalent

Comprehensive customer database enables them to keep track of service history and customer
candidate. Also, even though the manufacturing resource and capaibilities is superior than
competitor, the dealer and service centre is based on groups and region.

d. Human Resource Management : Equivalent

Yamaha training program is intensive with 3 months routine of training for sales force and
mechanics that enables them to maintin high quality standard of service.

2.1 Market Summary

From our marketing research, we obtained necessary info for our segmentation.

2.1.1 Market Segmentation

Yamaha Indonesia scooter has no set of geoghrapic target area. By leveraging their promotional
activities, service quality and technology, Yamaha Indonesia can reach their targeted customer in
both domestic and international.

Demoghrapic factors :

Age (17-25, 26-30, 31-39, 40-49, 50 above)

Income
Gender
Behavioral Factors :
Active and social lifestyle that search for good design
Casual, fun and comfortable seeking that search low price and functional product
High quality product seekers that knowledgeable about engine technology nad motorcycles
features.

2.1.2 Market Needs

Based on the on the market research by questionnaire and FGD session, the result says the three
main reason of why the customer buy a motorcycle is comfortable, fuel-efficient, and good
design. Even though the brand image of Yamaha motorcycle in Indonesia have a good design
and good engine, customer didnt think they comfortable and fuel-eficient enough. The spare
parts are more expensive too.

2.1.3 Market Trends

Even though the total motorcycle is decreasing since 2014, the scooter sales increased steadily.
By 2016, almost 70% of total motorcycle sales were dominated by scooters. There is a trend of
demand for 150cc scooter.

2.1.4 Market Growth

Yamaha had a steady decline of domestic sales from 2010-2016. In 2014 they had 2,3 million
units sold, but at 2016 they only had 1,3 million units sold. Even though theres a decline in
domestic sales, export sales is increasing significantly in 2015, but decreased slightly in 2016.
The detail as follows :

Based on Table 1 and Graphic 1, it can be seen that the amount of Yamahas automatic
motorcycle sales fall behind by three fourth compared with the leader of market sales at this
moment.
From Table 1 and Graphic 1, it can be seen that Yamaha Market Trend fell down from 2015
to 2016, it fell for 4.24%, the amount fell from 1.796.577 to 1.394.078. Based on the data
resulted from observation and interview from the users of Yamahas automatic motorcycle,
Yamaha has a strong brand equity in the costumers eyes. This situation affects Yamahas
products sales so that it does not really fall behind. In other words, it can be said that
purchasing Yamahas products is a quite good asset since the sales do not really drop behind
the other competitors.

Graphic 1: Indonesia Motorcycle Market Trend

Chart Title
Honda Yamaha Suzuki Kawasaki Others
Table 1. Indonesia Motorcycle Market Trend data in table
2.2 SWOT Analysis

2.2.1 Strenghts

1. Superior technological development than their competitor

2. Superior manufacturing capabilities
3. Dominates in export sales
4. R&D base in Indonesia enables them to innovate a product that meet local criteria.
5. Good training of sales force and mechanics enables them to deliver high quality service.

2.2.2 Weakness

1. Yamaha has less capital power to create more aggressive advertising campaign than
Honda
2. Less service centre number than Honda that can make customer reconsiders to buy Honda
3. From our FGD session, customer thinks Yamaha advertisement isnt attractive for all
ages.

2.2.3 Opportunities

1. OJKs new rule to decrease the down payment for motorcycle can support the sales
2. The growing trend of online ojek can boost the sales of sccoters and provide an
opportunity for brand alliance.
3. Growing buying power of consumer results from economic growth enables them to gain
more access to premium and higher price products such as Nmax, and recently Aerox.
The growing market of 150cc still provides more growth potential.

2.2.4 Threats

1. Yamaha and its biggest competitor, Honda, is facing a lawsuit. They were accused of
being colluded as cartel to set a high price and thus increasing their profit margin. If they
were proven guilty, all price of scooter will forcibly be decreased about 2-3 million. If
this scenario is realized, the profit margin of yamaha will greatly decreased and their
production capability will suffer a huge blow because less capital to procure input
material.
2. The brand image of Yamaha is not comfortable, expensive spare part, and less fuel
efficient

2.2.5 TOWS Analysis

2.2.5.1 SO Strategies
We can train our sales force intensively to cover the market needs of 150cc, which is still
growing
Because of the decrease in DP, it estimated the demand will rise so Yamaha have to
increase the production rate.
2.2.5.2 ST Strategies
R&D can focus on developing more comfortable product with good design and high
engine performance to change the brand image of not comfortable.
2.2.5.3 WO Strategies
We can advertise agressively on media that needs less cost such as Social media
(Instagram, Youtube, etc) and endorse via celebgram that can attract young
viewers/millennials
2.2.5.4 WT Strategies
Promote more creative and appealing advertising that focus on comfortable yet high
engine performance and modern design.
Create more service centre

2.3 Competition
In addition to the large market of underbone and motor sport in Indonesia, scooter also
have a fantastic market. This is evidenced by the many types of scooter milling in the streets
of the city. One reason is because the automatic motor provides more advantages than the
motor type of user, the ease in driving. Scooter users no longer need pay atention to the
gearshift and clutch lever pressing. Simply rotate the throttle, then the motor will soon be
speeding. This will be very useful when browsing congestion, because it does not need to
hold stiff clutch. In addition, the scooter is also very suitable for travel in daily basis and also
very friendly to female riders, making this type of scooter many Indonesian people's choice.
Currently the market share of automatic surrounded by various automotive companies
such as Yamaha, Honda and Suzuki. Therefore, in carrying out sales activities, the company
should be able to design a marketing srategy directed to achieve its goals in increasing
consumer purchases the product.
 The motorcycle industry will continue to grow as economic growth improves.
Competition will be more stringent. In Indonesia, scooter products led by Yamaha and
Honda.
In Indonesia, sales of motorcycles include the differentiated oligopoly types whose
products can be distinguished from similar products. To compete, Yamaha's strategy is to use
the strengths and weaknesses of oneself and Honda, and to innovate through promotional
activities and products that have not been targeted by Honda. Yamaha focus on a single
market segment by searching for a niche market that is not photographed Honda. Massive
promotion was done to create the image and to boost sales.
At that time, Yamaha saw the scooter market pioneered by Kymco has a great
opportunity, but Kymco not maximized in promotions and target customers clear target. From
these opportunities, Yamaha also took a gap to produce scooter products slim and flexible
design that is named Mio with its target segmentation is women. Although the target is a
female consumer, but Mio products are able to steal the attention of male, so Yamaha was
then issued products Mio Sporty.

2.4 Product Offering

Yamaha and Honda for scooter motorcycles now offers several products:
Yamaha Honda
Yamaha Mio Honda Beat
Yamaha GT Honda Vario
Yamaha Fino Honda Scoopy
Yamaha X-Ride Honda PCX
Yamaha New Soul Honda Spacy
GT
Nmax

Product Offering of Yamaha

Advantages :
 Tug and speed of Yamaha already unquestionable. Fast, agile and lean. Suitable for
those who travel fast and desire great acceleration and fast braking, also backed by a
pretty good stability, design and engine performance.
Weaknesses:
Yamaha is very wasteful in terms of fuel consumption. Almost all brands of yamaha
scooter is wasteful. People have to carefully choose Yamaha Genuine parts because
many parts in the markets are fake. Yamaha because it is less durable and treatment is
difficult.
Product Offering of Honda
Advantages :
Honda is very environmentally friendly. The gas control is more subtle. Suitable for
those of you who travel frequently. Comfortable and Efficient. The original machinery
and equipment make it more durable honda.
Weaknesses
Physically, we could say Honda is"chubby". It is very dangerous when you want to
overtake and memepet sidewalk. Stability is not good and has very slick tires.

2.5 Keys to Success

In conducting its business, Yamaha Indonesia to implement three pillars of strategy that is
product management, brand management, and customer and community management.
1. Product management
Yamaha continues to conduct market research and innovate on its products in terms of
color and technology
2. Brand management
Yamaha has a unique market approach strategy compared to its honda competitors by
vigorously promoting through television advertisements and following various events that
are able to get closer to consumers such as national and international motorcycle racing
events, touring and so on. Yamaha also has a slogan "getting in front" which selau present
every ad with consistent use of brand ambasadornya namely Komeng, Dedi Mizwar, Didi
Petet. Jorge Lorenzo also participate towed to become Brand ambasador world.
3. Consumer and community management
 Development of the service is constantly improved, by expanding the dealership. Dealers
who were prepared were able to serve 3S (service, selling, spare parts)

3.0 Mission

As the popularity of automatic motorcycle in the public raises, increasing the sale of
Yamahas automatic motorcycle is hoped to be able to compete with its competitors. It is also
hoped that the increased sale would improve the brand equity of Yamahas product and affect
the Yamahas market share in Indonesia.

3.1 Marketing Objective

Based on the data collected from the costumers and several staffs of Yamaha dealers through
survey, observation, FGD, interview and questionnaire, the marketing objective are as
follows:

Increasing Yamahas automatic motorcycles market share by 15% so the market share
changes from 23.5% to 38.5%.
Conduct comprehensive marketing research periodically
Creating a proper marketing strategy by using the market situation as a reference for
Yamaha in determining the final decision.

3.2 Financial Objective

Financial objective is a view that is used in deciding the sale strategy from financial
perspective. For the detailed explanation related to financial objective can be seen below:

Yamada can increase the sales profit by 25% to 50% in 5 years so that Yamaha can
compete with Honda and lead the automatic motorcycle sale in Indonesia.
Minimizing the cost related to advertising or promotion. Use online advertising as main
focus to reduce the cost
Increase the profit margin by 2,5% quarterly

3.3 Strategies
3.3.1 Corporate Strategies

Yamaha Motors in Indonesia uses Moderate to High Levels of Diversification with

Related Constrained. Yamaha Motor Indonesia has 6 main product line which is
Scooter/Matic, Naked Bike, Sport, Underbone/Moped, CBU, and ATV. Less than 70% of
revenue mainly comes from the sales of scooter/matic and all of the product lines share
product, technological, and distribution linkages.

3.3.2 Business Strategies

Yamaha uses the differentitation strategy that concentrate on investing in and developing
features that differentiate a product in ways that create value for customers. Yamaha intend to
be different from its competitors on as many dimensions as possible. Yamaha has 9 scooters
product with 2-3 variants and each covers specific price range that ensure the satisfaction of
different needs and their customer value at the price they are willing to pay. Yamaha have the
product innovation capability that is critical to successful use of the differentiation strategy.

3.3.3 Marketing Strategies

3.6.3.1 Targeting

Target markets :
Knowledgeable Consumer in motorcycle technology and selective
Recreational Customer
User prioritize engine quality and good design
Customer have active lifestyle
Ages 17-25, this is the main target of customer segment for yamaha Mio, Fino, and X-
Ride. 31 above is the targeted customer for MIO and mainly NMAX and Aerox
MIO, X-ride and Fino will target those that have income lower than 5 million rupiah,
while NMAX and Aerox will target income 5 million above

3.3.3.2 Positioning
 Yamaha should position themselves that offers scooter with high quality engine, good design,
and comfortable ride that covers all price segment with high prestige value. Yamaha has
already associated with good engine and good design over the years. Its better if yamaha can
build comfortable image too because that is the main needs of the market based on our
questionnaire and FGD.

Points of Difference

Attributes that the consumers strongly associate with Yamaha are high quality engine
performance and good design. Yamaha has internal resource to deliver this attribute.

Points of Parity

Honda offers the fuel-efficent and low price attribute that cannot delivered by Yamaha
because the focus on high quality engine performance and innovative product.

3.3.3.3 Value Proposition

Each scooter product have a different aclue proposition that can deliver each need of
consumer:

X-Ride : offers comfort, low price and good design

Mio variants : Offers comfort, good design, good engine performance, price for value
Soul GT : Offers good design, high engine performance and prestige value
Aerox : Offers Sporty and masculin design, high engine performance
Nmax : Offers premium quality features, high engine performance, comfort, and prestige
value

3.3.3.4 Marketing Mix

Product
Yamaha should maximize their product-line pricing in Low, Average, and High price category
. In Low category (15-17 million) is X ride, Mio, and Fino, Average (18-20 million) is Soul
GT, and High (Nmax & Aerox). This is to establish perceived-quality differences that justify
the differences in price.
We can try to simplify the Mio line by reducing its product depth or variant to make
consumer decide easier. Soul GT should change its name because people still strongly
associate it with Mio.
Yamaha should consider the co-branding strategy with online ojek company to help with
advertising and boost sales. For example, have exclusive contract with Gojek or Grab. Each
company should help each other becomes premium and top quality product.
 Price
Yamaha strategy of covering every price segment to meet customer needs and competitive
price-for-value should be maintained.

Place
Yamaha should increase their service centre number because ease of access is one of the main
concern for consumer. Intensify campaign on social media and many neighborhood in rural
and urban areas by spreading the salesforce.
Promotion
To attract the under 25 segment, we should intensify the advertising in popular social media
like instagram and youtube, employ endorsement from celebgram, holds many events like
sports and music festival on urban and rural areas that can deliver more exposure.

5.1 Controls

The Following areas will be monitored periodically to gauge the performance and success of
strategy :

Revenue : Monthly, Quarterly and Annualy

Expenses : Monthly, Quarterly and Annually
Customer survey : Satisfaction, Opinion, Loyalty, perceived value
New product development
Advertising effect

5.2 Implementation
The implementation date should be realistic and have to discussed with each division first to
calcute the necessary capabilities and completion date.

5.3 Contingency Planning

Many risk and threat that can threaten the strategy especially if the competition tightened on
150cc segment. If hondas new product Forza prooved to be capable to rival the already
strong Nmax, then we have to review the our marketing tactics. The worst-case scenario is
Honda beats yamaha 150cc segment in the next 3 years.
Referensi :

http://abirahmanprasetyo.blogspot.co.id/2013/11/sejarah-perusahaan-yamaha.html
http://www.yamaha-motor.co.id/page/corporate
https://inamarwantina.wordpress.com/2011/03/09/yamaha-sukses-dengan-tiga-pilar-strategi/

https://www.google.co.id/amp/s/gadingmahendradata.wordpress.com/2009/12/01/pertarungan
-honda-vs-yamaha-dalam-pasar-sepeda-motor-nasional/amp/

http://kalyanamittamotor.blogspot.com/

http://yogaberkarya.wordpress.com/2011/10/28/pt-telkom-indonesia-
dalamprosesperencanaan-strategi/

http://hargamotor.co.id/review-motor/10-sepeda-motor-matic-terbaik-di-indonesia

https://www.otomaniac.com/motor-matic-terbaik/

http://www.situsharga-id.com/2015/02/harga-motor-matic-yamaha-februari-2015.html

http://s-harga.xyz/266/harga-motor-matik-honda/

http://www.pusatmotor.com/2016/01/harga-sepeda-motor-suzuki-matic.html
http://www.modifikasi.co.id/1398/pengguna-yamaha-masuk-ini-dia-8-keunggulan-motor-
yamaha/

http://e-automotif.com/perbandingan-motor-honda-dan-yamaha/

http://warungasep.net/2016/08/11/data-aisi-juli-2016-lengkap-honda-kuasai-6673-dan-
yamaha-2982/

http://pertamax7.com/2016/11/16/data-penjualan-motor-yamaha-januari-oktober-2016/

http://warungasep.net/2016/10/10/data-aisi-september-2016-lengkap-honda-kuasai-7614-
market-share-yamaha-2153/

http://pertamax7.com/2016/05/11/data-aisi-kuartal-i-2016-penjualan-honda-turun-yamaha-
naik-april/
 KATA PENGANTAR

Perkenalkan Saya Mahasiswa Master of Business Administration ITB yang sedang

mengadakan penelitian dengan judul Pengaruh Brand Equity Terhadap Pengambilan

Keputusan Membeli Sepeda Motor Matic Yamaha & Honda dalam rangka memenuhi

Tugas kuliah Marketing Management. Kuesioner ini ditujukan hanya untuk pengendara

motor matic saja. Pada kesempatan kali ini, saya ingin meminta bantuan Saudara untuk

mengisi kuesioner ini sesuai dengan apa yang Saudara rasakan dan pendapatnya mengenai

motor matic yang saudara miliki. Semua data yang Saudara berikan akan dijamin

kerahasiaannya.

Adapun cara mengisi kuesioner ini adalah dengan memberi tanda silang ( X ) di kolom

bernomor 1 sampai dengan 5 yang tersedia sesuai dengan pendapat Saudara. Dimana angka 1

mencerminkan pendapat sangat tidak setuju dan angka 5 mencerminkan pendapat sangat

setuju.

Atas bantuan Saudara, saya ucapkan terima kasih.

Hormat saya,
 Peneliti

1. Jenis Kelamin:
Pria
Wanita

2. Usia:
17-25
26-30
31-39
40-49
50 ke atas

3. Pendidikan Terakhir:
SD
SMP
SMA/SMK
D3/D4
S1
S2 ke atas

4. Pekerjaan:
Pelajar
Mahasiswa
Karyawan
Wiraswasta
Lainnya: _________________

5. Pendapatan Per Bulan:

0 - 1.500.000
1.500.000 - 3.000.000
3.000.000 - 5.000.000
5.000.000 - 8.000.000
8.000.000 ke atas

6. Merek Sepeda Motor Matic Yang Dimiliki:

Yamaha
Honda
Lainnya: _________________
Brand Awareness (Yamaha)
1. Saya dengan mudah mengetahui logo sepeda motor Yamaha
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

2. Iklan sepeda motor Yamaha sering ditayangkan di televisi

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

3. Tayangan iklan Yamaha lebih menarik dibandingkan dengan iklan sepeda motor lain
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

4. Sepeda motor Yamaha sering memberikan potongan harga di setiap pembelian produknya
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Perceived Quality (Yamaha)

5. Motor Matic Yamaha dapat diandalkan
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

6. Motor Matic Yamaha berteknologi tinggi

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju
7. Motor Matic Yamaha memiliki desain yang menarik
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

8. Motor Matic Yamaha nyaman digunakan

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

9. Motor Matic Yamaha hemat bahan bakar

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

10. Motor Matic Yamaha memiliki kecepatan yang lebih dibandingkan kompetitor lain
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

11. Motor Matic Yamaha memiliki kapasitas mesin yang sesuai dengan keinginan
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

12. Motor Matic Yamaha memiliki kualitas mesin yang lebih unggul dibandingkan dengan
kompetitor lain
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

13. Motor Matic Yamaha aman dikendarai

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Brand Association (Yamaha)

14. Harga sepeda motor Yamaha sesuai dengan kemampuan daya beli masyarakat
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

15. Harga yang ditawarkan sepeda motor Yamaha sesuai dengan kualitas produk yang
diberikan
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

16. Mesin sepeda motor Yamaha tidak mudah rusak

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

17. Lokasi penjualan sepeda motor Yamaha mudah untuk ditemui sehingga memudahkan
saya dalam membeli sepeda motor Yamaha
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Brand Loyalty (Yamaha)

18. Sepeda motor Yamaha adalah pilihan utama saya dibandingkan dengan merek sepeda
motor yang lain
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

19. Saya akan membeli sepeda motor Yamaha untuk lain waktu
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

20. Saya tidak akan menggunakan sepeda motor selain merek Yamaha
Sangat 1 2 3 4 5 Sangat
 Tidak Setuju
Setuju

Problem Recognition (Yamaha)

21. Saya memakai Motor matic Yamaha karena dapat memenuhi kebutuhan saya
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

22. Motor Matic Yamaha adalah produk sepeda motor yang berkualitas
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

23. Saya tidak mendapatkan hambatan dalam memperoleh informasi tentang Motor Matic
Yamaha
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Information Search (Yamaha)

24. Saya tidak mendapatkan hambatan dalam memperoleh informasi tentang motor matic
Yamaha
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

25. Saya selalu mengamati produk motor matic Yamaha berdasar variannya
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

26. Saya tahu berbagai media promosi yang digunakan oleh motor matic Yamaha
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Evaluation of Alternatives (Yamaha)

27. Menurut saya motor matic Yamaha memiliki nilai prestise yang baik
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

28. Harga beli motor matic Yamaha dapat dijangkau secara umum
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

29. Motor matic Yamaha memiliki standar kualitas yang tinggi

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Purchase Decision (Yamaha)

30. Saya membeli produk motor matic Yamaha karena banyak yang memakai motor matic
yamaha
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

31. Saya membeli motor matic Yamaha karena keinginan sendiri

Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Postpurchase Decision (Yamaha)

32. Motor yang Anda gunakan saat ini sesuai dengan yang Anda harapkan sebelum membeli
motor tersebut
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

33. Anda akan merekomendasikan merek motor yang Anda gunakan kepada kerabat
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju
 34. Anda akan membeli kembali merek motor yang sama jika akan membeli motor baru
Sangat 1 2 3 4 5 Sangat
Tidak Setuju
Setuju

Hasil Wawancara
Wawancara dengan supervisor Marketing dealer yamaha berlian merdeka Bandung
24-3-2017
Produk
Motor Matic yang dipromosikan utama dari yamaha adalah Mio Series. Dengan harga yang
terjangkau, Mio dapat menyasar semua kelas atau segmen sehingga menjadi produk andalan
yamaha. DP mulai dari Rp 500.000. Baik Mio maupun NMAX memkai teknologi Blue Core
yang lebih canggih daripada pesaingnya. Mio merupakan motor matic yamaha pertama di
Indonesia sehingga berusaha dilestarikan dan dipertahankan oleh yamaha. Mio bersaing
dengan Honda Beat
Nmax elegan dan harganya bersaing dengan PCX yang harganya 40 juta ke atas. Selama 2
tahun, NMAX banyak mengalami inden pembelian di semua wilayah. peraturan dari yamaha
pusat, alokasi stok NMAX per bulan untuk setiap delaer adalah 10% dari total penjualan
semua merk motor dealer yamaha per bulannya. Segmen Nmax biasanya menengah ke atas.
Di bandung penjualan NMAX lebih banyak dari jakarta. Konsumen jakarta lebih
mengutamakan motor kecil yang gesit dan lincah untuk menerobos kemacetan.
Rata-rata konsumen di Indonesia lebih mementingkan gengsi dan mengikuti trend yang
beredar, dan merupakan salah satu penyebab NMAX booming. Nmax sedang menjadi trend
saat ini.
Banyaknya persepsi masyarakat bahwa Fino menyontek Scoopy sangat disayangkan. Padahal
Fino lebih dulu keluar. sayangnya Fino telat launching di Indonesia, terpaut 2 tahun dari
Scoopy yang mei 2010 pertama kali dirilis. Akibatnya Scoopy lebih dulu familiar di mata
masyarakat.
Aerox adalah pengganti Nouvo. . Nouvo terakhir beredar tahun 2005 dan diganti Aerox. Tapi
keduanya gagal meraih sambutan masyarakat
Rencana Yamaha adalah mengalihkan sebagian konsumen Nmax ke Aerox agar meratakan
market share motornya. Hal ini belum terlalu berhasil. Nmax ditargetkan untuk bapak2, aerox
lebih ke muda yang sporty.
 Strategi berkompetisi
Teknologi Yamaha lebih unggul dibanding Honda, Honda lebih unggul dalam kekuatan
brand. Contohnya meski memakai bensin premium, mesin yamaha tetap awet. Selain
teknologi, yamaha menitikberatkan pada desain atau model motor.
Honda memiliki kekuatan brand di setiap lini baik itu motor ataupun mobil yang telah
mengakar dalam persepsi masyarakat. Contohnya di padang orang-orang menyebut sepeda
motor dengan sebutan Honda.
Strategi Yamaha dalam kompetisi lebih berfokus kepada interaksi langsung dengan
konsumen. Yamaha meningkatkan Skill customer servicenya dan product knowledge. Sales
yamaha mengetahui kualitas motor dengand detail seperti kelebihan mesin, velg, desain dll.
Yamaha melakukan banyak pameran untuk langsung berinteraksi dengan pengunjung.
Yamaha ingin memberikan citra bahwa teknologi mereka terdepan
Per akhir tahun 2016, OJK menerbitkan peraturan baru dan menurunkan jumlah biaya DP
motor yang harus dibayar oleh pelanggan. Diharpkan dengan peraturan ini, jumlah penjualan
motor akan meningkat.

Segmentasi berdasarkan gender sudah tidak berlaku lagi.

Saat ini motor sudah menjadi barang kebutuhan dan bukan barang mewah lagi sehingga
semua kalangan bisa membelinya.
Keputusan pembelian konsumen dipengaruhi oleh keahlian sales motor dalam mempersuasi.
Konsumen yamaha biasanya yang sudah mengerti motor, para pecinta otomotif.
Brand Yamaha stylish dan mengedepankan kualitas serta desain.

Wawancara pak Doni (Sales Manager)

Yamaha pusat tidak terlalu ikut campur kegiatan operasional sehari-hari
Kegiatan pemasaran Yamaha bersifat independen di setiap dealer
Campur tangan Yamaha ada di support supply dan penjualan
Produk motor dikirim dari pabrik di karawang dan disetor ke warehouse-warehouse yang
telah ditentukan di setiap daerah dan kemudian dikirim menggunakan jasa transportasi dari
luar ke setiap dealer. Bandung warehousenya ambil dari marga asih. Harga motor Yamaha
berbeda-beda tergantung dari jarak pengiriman.(Outbound Logistic)
Aerox dan Nmax supplynya kurang memenuhi demand karena banjir pesanan.

Human Resource
Keputusan perekrutan tenaga sales di setiap dealer ada sepenuhnya di tangan sales supervisor
 Training dilakukan sendiri oleh Sales supervisor dan Yamaha pusat akan memberikan update
training setiap 3 bulan
Selain gaji ada komisi target. Benefit lain tidak ada
Mekanik pelatihannya diurus oleh yamaha pusat.

After Sales
Servis standarnya sama untuk baik yamaha atau honda sepert servis pertama gratis servis &
oli
Perlengkapan motor diberikan
Database riwayat servis sudah lengkap ada di semua dealer. Bisa mengecek kerusakan
terdahulu.

Notulen FGD Customer Honda x Yamaha

1. Brand Awareness
- Iklan Yamaha: Rosi, Lorenzo dan Komeng
- Iklannya merakyat dan kurang menarik
- Slogan Yamaha: Semakin Di Depan mencerminkan kualitasnya paling di depan dan
mengedepankan kecepatan
- Yamaha tidak memberikan potongan harga, hanya memberikan hadiah
- Yamaha identik dengan sporty
- Yamaha boros dan mesinnya kurang halus
- Design aneh dan musiman
- Service hampir sama dengan Honda cukup mudah dan cukup banyak juga
- Kebijakan di setiap tempat pembelian atau sorumnya beda beda kebijakan harga

- Brand Honda bergerak di bidang otomotif dan lebih terkenal

- Iklan Honda: Agnes Monica, JKT 48 dan lebih gampang diingat dan tayangannya lebih
lucu
- Slogan Honda: One Heart, kurang nyambung
- Honda lebih nyaman
- Design lebih bagus tapi terkadang musiman juga
- Intensitas iklan Honda lebih mudah diterima dan diingat karena dapat dijamah semua
umur dan gender
- Service lebih mudah dan lebih banyak

2. Perceived Quality
- Yamaha bahan bakarnya lebih irit
- Yamaha tidak memberikan image untuk laki-laki atau perempuan tapi lebih menekankan
motor elite
- Keamanan cukup aman
- Honda terutama matic terhitung boros
- Lampu sebelah kanan/kiri most of them suka mati
- Sedangkan Honda lebih sering dipakai oleh laki-laki
- Keamanan sama seperti Yamaha

3. Brand Loyalty
- Harga dan kualitas Yamaha tidak sebanding
- Dealer keduanya bepengaruh karena penawaran dealer beda-beda
- Yamaha lebih murah
- Ingin membeli Yamaha lagi dilain waktu
- Yamaha kecepatan keren banget
- Service Honda kurang okay
- Mindset Honda lebih bagus

Buying Decision

- Ingin ganti tidak ingin memakai matic lagi

- Dibanding Yamaha lebih enak pakai Honda karena halus saat dipakai
- Bisa memenuhi kebutuhan
- Warna/ Desain motor
- Brand Loyalty