Although Yamaha was “born” in Japan, they are today one of the most cosmopolitan and
international companies in their industry, with a network of subsidiaries and joint ventures
in some 20 countries in North and South America, Asia, the Pacific and Europe. Their
manufacturing facilities are spread over 15 locations in seven different countries. Their
products and services are enjoyed by people in virtually every nation and region on the
planet. (Yamaha Motors)
Yamaha uses the seven P’s of marketing. They are the four basic marketing strategies of
product, price, placement, promotion. They also use an additional three strategies of
people, process and physical evidence.
The product marketing strategy is the most important thing in the mix, the physical product
or the service that the entity is offering for sale to the public. They will need to market this
to the customers by telling them the unique features and benefits the product has to offer.
(Motor) Yamaha manufactures and sales a variety of products from motorcycles, scooters,
electrically power assist bicycles, boats, sail boats, personal watercrafts, pools, utility
boats, fishing boats, outboard motors, 4-wheel ATVs, side-by-side vehicles, racing kart
engines, golf cars, multi-purpose engines, generators, snowmobiles, small-sized snow
throwers and helmets.
Motorcycles play a familiar and vital role in the lives of people around the world, their
applications spanning from pure utility, such as transportation of goods, to personal
enjoyment and sports. Yamaha Motor group satisfies these needs with a diverse product
lineup. The motorcycles are made to a variety of specifications, each type featuring unique
technologies serving its particular use: scooters, used primarily for day-to-day mobility,
such as commuting and shopping trips; sports and cruiser models, used widely in urban
areas and for long-distance touring; trail models for off-road excursion; and racing
machines for road racing, motocross and other competitions. (Motor)
Their boats are used for two major purposes: commercial use and leisure. Commercial
boats can be categorized roughly into Japanese-style utility boats and fishing boats, both of
which are an indispensable part of the everyday lives of fishermen. Recreational boats
include powerboats, used for activities from sport fishing to cruising and waterskiing, and
sailboats. (Yamaha Motors)
Yamaha personal watercraft come in two varieties: one that requires the rider to stand
(one-person capacity) and another that is ridden from a seated position (up to three
people). The personal watercrafts mount a small engine, but rather than using a propeller
for propulsion they draw in water from the intake section at the bottom of the hull and
