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Marketing Plan for Yamaha in Indonesia - Case Study Example

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The paper “Marketing Plan for Yamaha in Indonesia” discusses the failure of Yamaha Indonesia launching, which was due to lack of sufficient information concerning the product preferences of its target consumers. To successfully re-launch Nouvo, the marketing manager should conduct a market study…
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Marketing Plan for Yamaha in Indonesia
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Download file to see previous pages In 2002, Yamaha Indonesia launched its first model of automatic motorcycle called Nouvo. However, the marketing strategies used in launching Nouvo was not effective in terms of convincing Indonesians to patronize Yamaha’s first automatic motorbike. Under the supervision of Dyonisius Bell – the vice president director of Yamaha Motor Kencana Indonesia, a new marketing plan which aimed to reposition and re-launch Nouvo and launch its second generation automatic motorcycle known as Mio in the local market was designed back in mid-2003 (Goodwin and Huan 2006, p. 2). Considering the case of Yamaha in Indonesia, this report will focus on discussing the strategies used by Yamaha upon positioning and launching its automatic motorcycles in Indonesia. Considering the case of Yamaha, the initial marketing of the Nouvo will be critically evaluated followed by providing a list of valid reasons and shreds of evidence that will why the initial marketing plan was ineffective in Indonesian motorcycle market.  Based on the lessons learned from Nouvo, a marketing plan that covers the launching of the Mio and re-launching of the Nouvo will be provided in details. Back in 1955, Yamaha Motor Co. Ltd first operated in Japan. As of 2006, Yamaha manufactures its products around 35 countries worldwide. It was in 1974 when Yamaha Indonesia was established. Assuming that the Indonesian market was ready to purchase an automatic motorcycle, Yamaha Indonesia first introduced Nouvo in the late 1990s. Using heavy television, magazine, and giant billboard advertisements and promotional activities such as the Nouvo test ride campaign, special events, and exhibits at shopping malls and other public places, Nouvo was first launched in May 2002 (Goodwin and Huan 2006, p. 4). ...Download file to see next pages Read More
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