marketing assignment

India Yamaha Motor Pvt. Ltd

TABLE OF CONTENT

1.0 INTRODUCTION

1.1 Introduction to Yamaha India Private Ltd. 2

1.2 Introduction to Yamaha FZ-S 2

2.0 MARKETING ENVIRONMENT

2.1 Micro Environment 4

2.2 Macro Environment 5

2.3 Competitive Environment 7

3.0 SEGMENTATION, TARGETING AND POSITIONING STRATEGIES

3.1 Segmentation Strategies 8

3.2 Target Market 9

3.3 Market Position 9

4.0 MARKETING MIX

4.1 Product 11

4.2 Price 12

4.3 Promotion 14

4.4 Place 15

5.0 CRITICAL ANALYSIS OF RELEVANT THEORIES

5.1 Product Life Cycle 16

5.2 Boston Matrix 17

5.3 Ansoff’s Matrix 18

6.0 STRATEGIC RECOMMENDATION 19

7.0 BIBLIOGRAPHY 20

FIGURES

Figure 1 Marketing Environment 3

Figure 2 Indian Automobile Market Segmentation 8

Figure 3 Population Ratio of India 9

Figure 4 Marketing Mix 10

Figure 5 Product Life Cycle 16

Figure 6 Boston Matrix 17

Figure 7 Ansoff Matrix 18

1


1.0 INTRODUCTION

This report will be analyse and evaluate the marketing of Yamaha FZ-S in Indian automobile

market. This report will consist of an evaluation of the marketing environment of Indian

automobile market using relevant theories and will conclude recommendations for the

marketing mix of Yamaha FZ-S.

1.1 Introduction to India Yamaha Motor Private Ltd.

Yamaha was founded in Japan by Torakusu Yamaha in July, 1887. Firstly it was a musical

instruments manufacturing company. Yamaha started production of motorcycles in July 1955

under Yamaha Motor Co Ltd.

Initially Yamaha entered India 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 Motor Private Limited (IYM)".

(Yamaha Ltd, 2010)

1.2 Introduction to Yamaha FZ-S

Yamaha launched FZ-S bike to Indian market in early 2009, soon after the launch of its

earlier version Yamaha FZ 16. Although FZ 16 was successful and doing well in the market

Yamaha makes some minor changes in its look and launched an upgraded version FZ-S.

Yamaha FZ-S comes with 153 CC air cooled 4 stoke petrol engine, that provide 14 PS power

at 7500 rpm. FZ-S comes only with electric start option. The highlight of FZ-S is its

contemporary look which was new to Indian Automobile market.

(Yamaha FZ-S /Specifications)

2


2.0 MARKETING ENVIRONMENT

Dibb, S and Simkin, L (2001) explains that the marketing environment acts as an external

force that directly or indirectly affect an organisation’s ability to undertake its business.

Marketing environment basically consists of two major factors, the factors that are beyond

the control of the organisation sometimes called external factors are known as ‘macro

environment’ while the factors that are more detailed to particular trades or segments and

where an organisation has some control over them are known as ‘micro environment’

(Gosnay, R and Richardson, N. 2008)

Figure:-1 Marketing Environment

(Adapted from: - Jobber, 2010, p73)

3


2.1 Micro Environment

The forces within the micro environment can be manipulated. Michael Porter in his earlier

work includes all accepts of forces that comes under to the micro environment such as

bargaining power of buyers, bargaining power of suppliers, threat of new entrants, substitutes

and internal rivalry. Together all these five forces are term as Porters five forces. To interpret

the internal marketing factors that IYM faces Porters five forces could be helpful tool (Dibb,

S and Simkin, L. 2001)

2.1.1 Bargaining Power of Buyers

Indian two wheeler market is one of the largest markets in the world automobile sector. In

this segment buyers have been given many options in their decision making process such

buying two wheelers from showrooms due to excess competition and resulting into high

bargaining power of buyers but considering the fact that two wheeler manufacture companies

have powers to create demands for their product due to huge market. IYM has manipulated

bargains of buyers by limited production of Yamaha FZ-S and placing into few exclusive

showrooms making bike high end product.

(Datamonitor, 2010)

2.1.2 Bargaining Power of suppliers

The bargaining power of suppliers in India for automobile two wheeler sector is low because

the players in such a huge market are really big in comparison with suppliers resulting into

cost effective manufacturing of IYM’s FZ-S.

2.1.3 Threats of new entrants

Easy availability of raw materials and huge number of buyers gives ample of scope for trade

in this Indian automobile segment. It’s very easy for new entrants to enter into this business.

Yamaha 2.3% market share shows company loose grip in this segment but having consider

4


the resources the Yamaha has, it can surely give sustainable competitive advantage if

resources have been used according to the strategy.

(Datamonitor, 2010)

2.1.4 Substitutes

The role that substitutes play in this sector is minor so the threat of substitutes could be

consider as low. Out of 100%, 92.2% of consumers use motor bikes in two wheelers where as

substitutes have got their share of just 7.8%. This gives Yamaha FZ-S low threat of

substitutes.

2.1.5 Internal Rivals

Market leader in this segment have got significant amount of shares. Hero Honda and

Bajaj have got 49.1% & 17.3% of shares respectively. IYM have got only 2.3% of market

share resulting into high threat of internal rivals. On the contrary having established in such a

promising environment Yamaha could achieve more then what they are in this segment.

(Datamonitor, 2010)

Apart from the Porters five forces IYM’s internal environment such as assets, employs,

financial status, and its expertise, stake holders, customers also have significant role in

marketing environment of IYM.

2.2 Macro Environment

The macro environment forces identified by the economists can be analysed by PEST

analysis.

2.2.1 PEST Analysis

PEST analysis consist of four factors Political, Economical, Social/cultural and

Technological.

5


Political: -

According to (Gosnay, R and Richardson, N 2008), the organisation and its customer could

be effected by the Government of the country in which organisation is stabilised.

Although there are lots of regional and cultural differences, for the most parts India has

functioned as a democracy. In 1991 economic liberalization helps India led to rapid economic

growth and also brought India closer to North America and Western Europe. Both main

national parties of India, the INC and BJP, have similar economic policies and are in favour

of liberalization.

Social/Cultural: -

(Gosnay R. and Richardson N., 2008), state that ccustomer demand depends upon the social

and cultural factors of the country like age income and occupation etc.

India has the second largest population in the world which is approx. 1.1 billion people Most

of them are young as India have an average age of 25.3 years and only 5.2% of the population

are above the age of 65. Males dominate in the sex ratio of Indian Population. India has

formulated a population policy which makes provisions for controlling its growing

population. India has a multicultural ethnic fabric, and maintains uniformity in secular ideas,

with the freedom to follow any religion. India produces a huge number of graduates and

skilled labour every year, resulting to this India got cheap skilled labour.

(Datamonitor, 2010)

Economical: -

The Indian economy had a robust growth during the year 2005-07 as the average GDP

growth rate during this period was 9.3%. Although global financial crisis affect the growth

momentum of Indian economy and the real GDP fell to 7.2% in 2008. Later it falls more and

comes down to 6.5% 2009-2010. Now the economic conditions are improving and it is

expected that the GDP during 2010-11 will be 7.9%.

6


India’s GDP is USD 650 billion and expected to be USD 1390 billion till 2016. At that time

Indian automobile market contribution in this GDP expected to be $ 145 billion which is now

$ 34 billion.

(Automative Mission Plan, Government of India)

Technological: -

Technology has a huge impact on the business environment specially in a developing country

like India. In India number of mobile and internet users increasing sharply. Mobile users in

India have an annual growth rate of 23.5%. This could affect the marketing strategy of any

organisation.

(Datamonitor, 2010)

Today technology is affecting almost all sectors so well in Indian automobile. New

technology are coming in bikes of Indian market like Bajaj introduce DTS-i engine and TVS

introduce ccvt-i technology. Yamaha introduce the four valve and single axis balance engines

to Indian market. Yamaha continuously works on towards improving its technology, Today

Yamaha produce one of the most technological advanced motorbikes that is a USP of India

Yamaha Motor.

2.3 Competitive Environment

“It is widely accepted that the nature of competition in an industry is more directly influenced

by developments taking place in the competitive environment” (Henry, 2008, p.67). Yamaha

Introduce its motorcycles to market of India which is already dominated by big players of

Indian automobile market like Bajaj and Hero Honda. Bajaj and Hero Honda are much older

and trusted name in Indian automobile market. Yamaha is relatively new name to the Indian

market so they have to make place for their self.

Yamaha FZ-S faces direct competition from Bajaj’s Pulsar, Hero Honda’s CBZ and TVS’s

Apache motorcycles as all of them comes in 150cc segment. All of these competitor bikes are

highly popular among youth of India.

3.0 SEGMENTATION, TARGETING AND POSITIONING

STRATEGIES

7


3.1 Segmentation Strategies

Jobber, D (2010) defines that market segmentation is a tool which is often used by the

marketers to get control over different types of markets around the world.

Marketing strategy of any organisation has to include segmentation of the product in the

market before launching the product. It is one of the prerequisite of marketing strategy.

Yamaha as a responsible organisation must have statically analysed the growing automobile

market of India, out of which 76.23% share is of motorcycle market.

.

Figure:- 2 Indian automobile market segmentation

(Society of Indian Automobile Manufacturer, Statistics)

Indian motorcycle markets grew by 12.1% during year 2009 and reach the volume of 9371.2

thousand units.

3.2 Target Market

8


As suggested by name, Target Market, it is the segment of the market to be targeted by the

company. Also, Jobber, D (2010) stated that a company needs to assess the market segments

and then decide which of the segment to be served.

India is second largest populated country, and has a huge number of youth. Out of total

population, India has 41.05% youth.

Figure: - 3 Population Ratio of India

(Adapted from: - Indian Youth Portal)

One of the significant motives of the trade is to get profit. Profit is at the core of any

organisations marketing strategy conceding the organisation will make profit in the future

their target market must be promising. Yamaha has chosen Indian market which is one of the

largest growing markets in the world and the target segment into this market is youth for

FZS.

3.3 Market Position

According to Dibb, S and Simkin, L (2001,pg 65), “A Product positioning is the activity

directed towards creating and maintaining a company’s intended product concept and image

in the mind of targeted customers.”

Hence it is last stage of market segmentation and finalizes the marketing strategy it has given

the most importance. This is not something that the product itself creates its impression on

the minds of targeted consumers but it is one of the part of prolong process of rigorous

thinking of marketers. It goes with some crucial stages of market research aiming consumer

behavior what they want out of product identifying the segment of market where the product

fits. Now if we briefly have a glance of the Yamaha FZ-S marketing strategy it clearly

suggest that Yamaha had figured out market segment which is youth of India comprises of

41.05% of total Indian population which is largely automobile savvy by far extent also

contemporary in terms of selection of motor bikes which expects looks performance of

9


engine low maintenance revels high speed and gives exclusivity to Indian youth. Having

considered these factors it is clearly seen that the position that Yamaha FZ-S got in the

market today (exclusive), the marketers of Yamaha has achieved product positioning in

Indian market.

4.0 MARKETING MIX

Marketing mix are the factors that marketers use to implement their marketing approaches to

satisfy their targeted customers and that are Product, Price, Place and Promotion (Dibb, S and

Simkin, L. 2001).

Among all these factors each of them is very unique and has got its own importance on the

contrary none of them stand alone they are quite intercepted .The execution of strategy

depends upon cluster of all 4 P’s.

Figure:- 4 Marketing Mix

(Source <http://www.ethno2b.com/MarketingmixGB.html>)

4.1 Product

10

http://www.ethno2b.com/MarketingmixGB.html


The Yamaha FZ-S catering the Indian youth could be consider as tangible product of the

company as a whole but while defining the product it just not physical appearance that counts

but the factors that make the product complete are also the intangible components adhere

with the product. For an instance the brand Yamaha which is known for its speed and

contemporary design also the facts which is to be considered is its exclusive availability to

Indian market.

Now if we observe the product components under the microscope the characteristics of

product could be illuminated, which are as follows: -

4.1.1 The Core Product

According to (Gosnay R. and Richardson N. 2008), the core product refers to the benefits that

the product gives to a consumer.

Here in this case Yamaha FZ-S is a two wheeler with cutting edge technology 150cc, 4 stoke

motor bike. The benefits of it are enormous, such as it makes traveling easy and comfortable

with its advanced monocross suspension. Its engine produces 14 PS power which give high

speed in less time. Its advance exhausts system give a sense of volume which attracts the

youth. Its large diameter front disk brake and multi reflector headlight adopter make it highly

stylish.

(Yamaha Features, 2010)

4.1.2 The Tangible Product

(Gosnay R. and Richardson N. 2008), defines the tangible product as emphasis given to phys-

ical features and USP of the product.

Yamaha FZ-S has got a unique design and new colors & graphics, aerodynamic shape, stylish

and sporty carbon pattern meter and more aggressive looking headlight. FZ-S got the widest

rare radial tyre among all bikes available in Indian automobile market. The muscular body

part and muscular chassis with wide rare tyre are the highlight of FZ-S Design and that is also

the USP of the product.

(Yamaha Ltd, 2010)

4.1.3 The augmented Product

11


The least attention is being paid on this aspect of product by most of the organisation. Hence

most organisation mainly concentrate into manufacturing of the product and selling it to the

customer but very few companies pays attention for after sales services, modes of selling for

ex. Finance or spread the price quality of the product for ex. Free maintenance (Gosnay, R.

and Richardson, N. 2008).

IYM’s FZ-S comes with bundle of services which makes it lucrative product in this segment.

Given a name Yamaha FZ-S comes Two year of free Maintenance and five years engine war-

ranty. Yamaha offer eight free service of FZ-S which is quite promising and double the offer -

ings of its competitor.

(Yamaha Ltd, 2010)

4.2 Pricing

Pricing is one of the most challenging areas for marketer as it is the only area in marketing

mix which generates revenue and price also reflects the quality and exclusivity of the product

(Gosnay, R. and Richardson, N. 2008).

A company puts many efforts to introduce a product to the market that is in the

manufacturing and marketing of the product. The price of the product is something that the

company got back in return of all those efforts. Price should be set by considering product,

place and promotion to form a coherent mix and should provide superior value to its

customer (Jobber, D 2010).

According to Gosnay R. and Richardson N, (2008), there are many techniques which helps

marketer to do the pricing of a product some of these techniques are as fellow:

4.2.1 Cost Based Pricing

This method is used to set a price on the basis of the cost involved in the production. Cost

base pricing can be done by three types:

Cost plus pricing - Calculating all input cost in per unit product and adding the

margin, in that case we got selling price by cost plus pricing.

Full cost pricing – After adding the margin in average cost of the production of a

product we got selling price by full cost pricing method.

12


Mark up Pricing – when a fixed margin being added in the buying price by the retailer

that called mark- up pricing.

4.2.2 Competitor Based Pricing

Competitor based pricing done by considering the competitors in the market. Competitor base

pricing also done by three types:

Going Rate pricing – Where price has been set on the bases of competitor’s price.

Premium Pricing - Where Price has been set above the price of competitors.

Discount Pricing – Where the price has been set below price of competitors.

4.2.3 Market Base Pricing

Market based pricing done by taken market into consideration. Market base pricing done by

two types:

Market Skimming – In this method company set high price at the starting period of its

launch to make more profit and later reduce its price layer by layer to maintain its

market position

Market Penetration- In this method company set relatively low price to capture the

market.

Price of Yamaha FZ-S in compression of its competitors is as follow:

Model Price (Rs.)

Bajaj Pulsar 150 DTS-I 62,113/-

Hero Honda Hunk 61,215/-

TVS Apache RTR 60,700/-

Yamaha FZ-S 67,000/-

(Price India, 2010)

As we can see Yamaha offer the price of FZ-S little more than the price what its competitors

offering. Yamaha use competitor based pricing method and give FZ-S premium price. It

helps IYM to make FZ-S exclusive to its customer.

4.3 Promotion

13


An organisation uses promotion mix to communicate with their target customer. Promotion

mix comprises different tools according to Jobber Promotional mix consist of five tools

which are advertising, personal selling, direct marketing, sales promotion and

publicity(Jobber, D 2001).

4.3.1 Advertising

Advertising has been done not only to promote brand but it also include factors like

stimulating demand, combating competitors, supporting the field force, educating customer &

increase use of product etc.

Yamaha uses the advertising medium very well to reach its target customer. As Yamaha

knows that Indian Youth is its target customer they use John Abraham a famous Bollywood

star and youth icon in India as their brand ambassador and that work very well for them as

Indian youth easily got influence by their icons.

Tagline of the Yamaha FZ series is “LORD OF THE STREETS” and for FZ-S they use

“KNOWS STREET SMART WAYS TO RULE THE STREET” both the tagline are very

catchy and goes with the type of product Yamaha marketing.

Yamaha goes one step further and introduce a totally new and innovative way to promote FZ-

S in Indian market; they bring a motorbike Stunt realty show UTV Bindaas DreamRider on a

popular Indian TV Channel. As youth is their prime target customer that show works really

well for them.

(Yamaha Ltd., 2010)

4.3.2 Direct Marketing

Direct marketing is done on the target segment directly and marketer can got imitate reactions

of the customer.

Yamaha promotes FZ-S in many public places mainly at colleges and universities where they

can find their target customer through their mobile campaign shows, they offer free test

drives to student and take their feedback.

4.3.3 Sales Promotion

14


Sales promotion could be referred as the promotion activities that used to motivate customers

for buying the product by adding some extra value. Companies did Sales promotions usually

for a short time period. Company normally did sales promotion to support to their other

promotion activities.

(Perreault, W.D et al 2000)

Yamaha also use sales promotion to promote its product to its target customer as they offer

some cash back to the students when they buy the FZ-S.

To attract its target customers Yamaha sometimes use sales promotion to increase its sale like

they offer 0% interest on Yamaha FZ-S when buy on EMI. Yamaha also signs a deal with

Axis bank for allowing its customer to get easy and fast finance for the bike.

(Market line)

4.4 Place

Place is one of the component of marketing mix and it refers to place of selling the product, it

involves the crucial part of strategy i.e. controlling distribution channel in order to transport

the product to the customers. This transportation invest great deal of safety and security to

insure that that the actual product that consumer buy should be undamaged and without any

default (Gosnay, R. and Richardson, N. 2008).

Yamaha works on one level marking channel the product reaches the customer through

Yamaha’s Dealers/Retailers. Dealers are the main part of Yamaha’s distribution management.

Yamaha works on one level distribution and dealers works between customer and IYM.

According to IYM their Brand Image speaks for itself, and their dealer network is the

backbone of their vital marketing operations. Recent initiatives have been launched by

Yamaha in the field of business-to-business as well as business-to-consumer cooperation with

Dealers. The new showrooms based on YAMAHA VISUAL IDENTITY are one of the many

steps in this direction.

Yamaha’s dealer network works on the "3S" fundamentals of -SALES SERVICE and

SPARE PARTS under one roof. With a strongly dedicated team of Sales and Service

engineers, IYM targets the fulfilment of customer's needs.

(Yamaha Ltd., 2010)

15


Place is biggest draw back in the marketing mix of Yamaha FZ-S as Yamaha have less

dealers/Retailers across India as compare to its competitors like Hero Honda and Bajaj.

Now Yamaha is planning to improve its Dealership network in most parts of India mainly in

rural Parts.

(Market Line)

5.0 CRITICAL ANALYSIS OF RELEVANT THEORIES

5.1 Product Life Cycle

This concept is based on the idea that a new product enters a life cycle once it is launched on

the market. By thinking of product in this manner it is possible to devise different marketing

strategies for relevant stages in the products life. Product life cycle helps plan the resources

and investment in a product.

Figure:- 5 Product Life Cycle

(Source: - Value Based Management)

Yamaha FZ-S lunched only one and half year back and it is doing very well in the market but

to make FZ-S exclusive Yamaha produce less FZ-S bikes due to this FZ-S bikes are

somewhere between his end of growth stage and start of maturity stage.

5.2 Boston Matrix

Boston Consulting Group (BCG) developed Boston Matrix which is also known as BCG

growth shear matrix. Boston matrix helps to classify the product into four basic types:

16


(a) Star have good growth rate with a dominant share of market

(b) Cash cow have dominant share of market but with low growth rate

(c) Dogs have small share of market with low growth rate

(d) Problem child or question mark have small share of market with good growth rate

(Hutchings, A. 1995)

Figure:- 6 Boston Matrix

(Adapted from: - Hutchings, A. 1995, pg. 117)

In first quarter of 2010 Yamaha sold more than one lakh FZ bikes which was the 40% of their

total sell.

(The Economics Times, 2010)

AS FZ-S is growing well in the Indian automobile market whereby increasing a considerable

market share for the organisation positioning the FZ-S as a star in BCG Matrix for India

Yamaha Motor.

5.3 Ansoff Matrix

17


Figure:- 7 Ansoff’s Matrix

(Source: - Hutchings, A. 1995, pg. 116)

Ansoff matrix helps a company to identify their area between four key areas of marketing

activity. These four key areas are

Market Penetration is done for continuation of the exiting product to an existing

market to increase market share and customer base.

Market Development plan is done when an existing product enters a new market

seeking to exploit new market opportunity and ideas.

Product development plan is done to launch a new product into an existing market by

capitalise the knowledge of existing market.

Total diversification plan focuses on a totally new product into a new market.

(Hutchings, A. 1995)

As Yamaha launched FZ-S after its successful FZ 16 bike so FZ-S falls in a category of

existing product into the existing market .Yamaha FZ-S finds a place in ansoff matrix at

Market Penetration.

7.0 STRATEGIC RECOMMENDATION

Yamaha did really well with the marketing of FZ-S and the bike established itself in the

Indian automobile market. FZ-S have an exclusivity and youth are going for it but Despite all

18


of that the fact is that Yamaha still haven’t make its position well in Indian market i.e. they

have only 2.3% share of Indian two wheeler market. Some recommendations for IYM to

achieve a good position in Indian automobile market are as follow:

As at the present time Yamaha got most of its sale from FZ-S, so they should increase

the production and make it easily available to the customer. As we know all products

have only certain life (PLC) and it will be decline by the market one day so they

should make most of that product at its peak time which is now for FZ-S.

Yamaha can increase the number of dealers in Indian market, as they have less reach

in the market when compare to their competitors

Fuel Mileage is a key issue in the Indian market and there people have a perception

about Yamaha’s bikes that they are not fuel economical, IYM can work on this aspect

and produce some fuel economical bikes

As we find in the report IYM is trying to expand its network to the rural areas of India

as well. But it doesn’t seems promising to use bikes like FZ-S into the rural market as

the need of peoples there are different and if IYM wants to get a good share in Indian

market they must concentrate on the other segment of bike buyers like family as they

can’t depend on the youth to get a big market share. IYM must develop a fuel

economical family motorbike for better position in Indian automobile market.

7.0 BIBLIOGRAPHY

Automotine Mission Plan (2006) [online] Available at

<http://www.siamindia.com/upload/AMP.pdf> [Accessed 1st December 2010]

19


Datamonitor (2010), Motorcycles in India [Internet] Available at

<http://www.marketlineinfo.com.ezproxy.leedsmet.ac.uk/library/Download.aspx?

R=D6F634C2-1624-4DE2-B00A-

455EC2FF5A4C&pType=MarketProfile&itemHref=D6F634C2-1624-4DE2-B00A-

455EC2FF5A4C.pdf> [Accessed 25th November 2010]

Datamonitor (2010), Country Analysis Report – INDIA [Internet] Available at


R=8D107C29-BD3D-4077-AC9C-

E12672375C88&pType=CountryProfile&itemHref=8D107C29-BD3D-4077-AC9C-

E12672375C88.pdf> [Accessed 25th November 2010]

Datamonitor (2010), Mobile Phones in India [Internet] Available at


R=249124DC-19FD-4D94-A717-

2D317F6A3B64&pType=MarketProfile&itemHref=249124DC-19FD-4D94-A717-

2D317F6A3B64.pdf> [Accesed 8th December 2010]

Dibb, S and Simkin, L (2001), “Marketing Briefs – A revision and study guide”, Oxford: But-

terworth-Heinemann publishing ltd

Gosnay, R and Richardson, N (2008), “Develpo your Marketing Skills”, London: Kogan Page

Limited.

Henry, A. (2008),”Understanding Strategic Management”, New York: Oxford University

Press Inc.

Hutchings, A. (1995),”Marketing-A resource book”, London: Pitman Publishing.

20


Indian Youth Portal, (2010) [online] Available at <http://www.youthportal.gov.in/index.php>

[Accessed 28th November 2010]

Jobber, D (2010), “Principle and Practice of Marketing”, 6th ed. Berkshire: McGraw Hill

Education.

Marketing Mix, (2010) [online] Available at

<http://www.ethno2b.com/MarketingmixGB.html> [Accessed 16th November 2010]

Marketline, (2010) [Online] Available at

<http://www.marketlineinfo.com.ezproxy.leedsmet.ac.uk/library/FinancialDeal.aspx?

R=FD300405> [Accesed 8th December 2010]

Price India, (2010) [online] Available at <http://www.priceindia.in/bike/> [Accessed 10th

December 2010]

Perreault, W.D., McCarthy, E.J., Parkinson, S and Stewart, K. (2000), “Basic Marketing”,

Berkshire: McGraw-Hill Publishing Company

Society of Indian Automobile Manufacturer, (2010) [online] Available at

<http://www.siamindia.com/scripts/market-share.aspx> [Accessed 5th December 2010]

The Economics Times, (2010) [online] Available at

<http://economictimes.indiatimes.com/news/news-by-industry/auto/automobiles/Yamaha-

launches-new-variants-of-FZ16-FZ-S-/articleshow/5868870.cms> [Accessed on 8th Decem-

ber 2010]

21


Value Based Management, (2010) [Online] Available at

<http://www.valuebasedmanagement.net/methods_product_life_cycle.html> [Accessed on 4th

December 2010]

Yamaha Features, (2010) [online] Available at

<http://www.yamaha-motor-india.com/product/fzs/feature.html> [Accessed 3rd December

2010]

Yamaha, (2010) [online] Available at

http://www.yamaha-motor-india.com/about/profile/index.html

[Accessed 10th November 2010]

Yamaha FZ-S Specifications, (2010) [online] Available at https://epoint.yamaha-motor-

india.com/fzs/specs.html [Accessed 10th November 2010]

22

marketing assignment

Documents

yamaha fzs yamaha

market yamaha

marketing of yamaha

yamaha fzs22

marketing mix of yamaha

torakusu yamaha

yamaha fzs specifications

yamaha india private