Thai Yamaha Motor Co., Ltd. raises the strategy with the slogan 'Revs Your Heart: Life at Speed' to fight in the motorcycle market with the aim to get 18.5% growth rate by using product strategy, marketing strategy, and 3S strategy - Sales, Service, and Spare Part. And the market share is aimed to reach at least 14.7%.
Mr.Praphan Phornthanavarsit, the Chief Operating Officer of Thai Yamaha Motor Co., Ltd., revealed that the growth rate in Thai motorcycle market in the year 2015 was decreased about 1.1% due to the economic recession in all sections and the political instability. The whole registered motorcycles number were 1.68 million motorcycles consisting of automatic motorcycle 36%, normal motorcycle 50%, and sport motorcycle 14%.
In the year 2015, the number of registered Yamaha motorcycles was 211,000 motorcycles with 12.6% market share. In the year 2016 Thai Yamaha Motor Co., Ltd. assumes that the whole sale will reach 1.7 million motorcycles with 1.4% growth rate. And Thai Yamaha Motor Co., Ltd. expects to get the sale of 250,000 motorcycles or 18.5% growth rate with 14.7% market share. The company is focusing on increasing all product segments market share with offensive marketing in all areas in Thailand and releasing more new products with advanced technology to satisfy customers.
The 3 main strategies of Thai Yamaha Motor Co., Ltd. to increase market share consist of:
1. Holding activity to promote the image of the company with the campaign "Revs Your Heart" that is continuously used for communicating with customer for 3 years and support creative digital marketing to effectively reach the customers in this advanced market competition.
2. Increasing sale for all sellers by releasing more new products with the high competition potential that is different in the advanced innovation. The target is teenager. The automatic motorcycles are designed to use Blue Core Technology that help reduce fuel consumption, increase speed, and save environment. The sport motorcycles are designed from the world class racing motorcycles. The normal motorcycles are developed to get more endurance. The aim is to get 22% market share for automatic motorcycle, 18% for sport motorcycle, and 8% for normal motorcycle.
3. Maintaining old customers by providing after sale services, expanding Yamaha Square Showroom, developing service center with higher standard, and widening spare part network to respond customers' needs in all areas effectively.
This year, the company still focus on motorsport as the arousal to excite customers who love sport motorcycle with the Yamaha Sporty DNA. Accordingly, the year 2015 was the golden year of Yamaha that got success in Thailand, in international level, and in world championship. Yamaha Thailand Racing Team and Yamaha Riders' Club Racing Team won MFJ SuperBike All Japan Road Race Championship 2015 in international level, also won R2M, BRIC SuperBike Championship and MMRRC in SuperBike 1000 (SB1) and SuperStock 1000 (ST1) in Thailand, and won championship in FIM Asia Motocross Championship 2015 in Asian Level.
Moreover, Thai Yamaha Motor Co., Ltd. holds Yamaha Moto Challenge project that is the cooperation between Thai Yamaha Motor Co., Ltd. and The Association of Private Technological and Vocational Education Colleges of Thailand to enhance technical knowledge and develop motorsport technicians for Thai motorsport cycle.
The company also did football marketing as being the sponsor in division 1 football competition or Yamaha League-1 and being the sponsor for SCG Muangthong United and Buriram United who was the champion in Thai Premiere League 2015.
With all strategies, the company is sure to satisfy customers and strengthen Yamaha branding to get higher market share as the aim of the company.
Thai Yamaha Motor Co., Ltd. would like to say thank you to all presses who always support us and the company hope to hold activity or event with you all again this year.
Mr.Praphan Phornthanavarsit, the Chief Operating Officer of Thai Yamaha Motor Co., Ltd., revealed that the growth rate in Thai motorcycle market in the year 2015 was decreased about 1.1% due to the economic recession in all sections and the political instability. The whole registered motorcycles number were 1.68 million motorcycles consisting of automatic motorcycle 36%, normal motorcycle 50%, and sport motorcycle 14%.
In the year 2015, the number of registered Yamaha motorcycles was 211,000 motorcycles with 12.6% market share. In the year 2016 Thai Yamaha Motor Co., Ltd. assumes that the whole sale will reach 1.7 million motorcycles with 1.4% growth rate. And Thai Yamaha Motor Co., Ltd. expects to get the sale of 250,000 motorcycles or 18.5% growth rate with 14.7% market share. The company is focusing on increasing all product segments market share with offensive marketing in all areas in Thailand and releasing more new products with advanced technology to satisfy customers.
The 3 main strategies of Thai Yamaha Motor Co., Ltd. to increase market share consist of:
1. Holding activity to promote the image of the company with the campaign "Revs Your Heart" that is continuously used for communicating with customer for 3 years and support creative digital marketing to effectively reach the customers in this advanced market competition.
2. Increasing sale for all sellers by releasing more new products with the high competition potential that is different in the advanced innovation. The target is teenager. The automatic motorcycles are designed to use Blue Core Technology that help reduce fuel consumption, increase speed, and save environment. The sport motorcycles are designed from the world class racing motorcycles. The normal motorcycles are developed to get more endurance. The aim is to get 22% market share for automatic motorcycle, 18% for sport motorcycle, and 8% for normal motorcycle.
3. Maintaining old customers by providing after sale services, expanding Yamaha Square Showroom, developing service center with higher standard, and widening spare part network to respond customers' needs in all areas effectively.
This year, the company still focus on motorsport as the arousal to excite customers who love sport motorcycle with the Yamaha Sporty DNA. Accordingly, the year 2015 was the golden year of Yamaha that got success in Thailand, in international level, and in world championship. Yamaha Thailand Racing Team and Yamaha Riders' Club Racing Team won MFJ SuperBike All Japan Road Race Championship 2015 in international level, also won R2M, BRIC SuperBike Championship and MMRRC in SuperBike 1000 (SB1) and SuperStock 1000 (ST1) in Thailand, and won championship in FIM Asia Motocross Championship 2015 in Asian Level.
Moreover, Thai Yamaha Motor Co., Ltd. holds Yamaha Moto Challenge project that is the cooperation between Thai Yamaha Motor Co., Ltd. and The Association of Private Technological and Vocational Education Colleges of Thailand to enhance technical knowledge and develop motorsport technicians for Thai motorsport cycle.
The company also did football marketing as being the sponsor in division 1 football competition or Yamaha League-1 and being the sponsor for SCG Muangthong United and Buriram United who was the champion in Thai Premiere League 2015.
With all strategies, the company is sure to satisfy customers and strengthen Yamaha branding to get higher market share as the aim of the company.
Thai Yamaha Motor Co., Ltd. would like to say thank you to all presses who always support us and the company hope to hold activity or event with you all again this year.
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