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Founded in October, 1887 Yamaha Motors is a Japanese multinational corporation and conglomerate. The company has a wide range of products and services, predominantly music instruments, electronics and sports equipment. The diversity and variety produced by the company delivers huge amount of profits and sales. The revenue of the company is growing continuously. This efficiency had made Yamaha one of the largest motorcycle manufacturer in the world. The former motorcycle division became independent from the main company in 1955, forming Yamaha Motor Co., Ltd, although Yamaha Corporation is still the largest shareholder.
The Japanese company is well known for its musical instruments, but in 1955 it began producing motorcycles. It began with simple and inexpensive machines but has grown to its position as power sports powerhouse, offering some of the best sport bikes, cruisers and off road bikes on the market. It ranks second only to Honda as the leader among Japanese manufacturers. Since 1950 the company has also become a major producer of audio products, semiconductors and other electronics products, furniture, sporting goods, and specialty metals. The founder of Yamaha motors is Torakusu Yamaha.
Yamaha also runs music schools in Japan and 40 other countries, owns and operates a string of resorts located throughout Japan, and holds a 33 percent stake in the separately managed Yamaha Motor Company, Ltd., the world's second largest producer of motorcycles, and a producer as well of boats, snowmobiles, golf carts, all-terrain vehicles, engines, and industrial robots. Nearly three-fourths of Yamaha Corporation's net sales are derived from its musical instrument and audio products operations.
Yamaha has a beautiful history. The company has faced lots of ups and downs. The World War times were very difficult for the company. The company remained persistent and was able to cope up with the tragedies. Yamaha has now established itself as the biggest motorcycle manufacturer. The founder of the company was very educated and a man of motivation. He started with building musical instruments and went on to create a big motorcycle firm.
Yamaha founder Torakusu Yamaha's venture reflected late 19th-century Japan's enthusiasm for new technologies and the ability of its middle-class entrepreneurs to develop products based on them. Raised in what is now the Wakayama Prefecture, Yamaha received an unusual education for the time from his samurai father, a surveyor with broad interests in astronomy and mechanics and a remarkable library. Nippon Gakki Co. Ltd was established on October 12, 1887.
In 1899 one of Yamaha's initial investors convinced other investors to pull out of Yamaha in favor of a competitor, a new organ maker that was near failure. Yamaha managed to borrow the money necessary to remain solvent and buy out his partners. Japan's government not only supported industrialization through heavy manufacturing, but also encouraged upstart businesses to contact overseas markets directly. Expansion into pianos required more research, so the Japanese Ministry of Education sponsored a Yamaha tour of the United States in 1899. He was to study piano making and to establish suppliers for the materials needed to produce pianos in Japan.
In one year Nippon Gakki produced its first piano. Governmental and institutional orders were the first filled, including some for the Ministry of Education. In 1902, with U.S. materials and German technology, Nippon Gakki introduced its first grand piano. In 1903 the company produced 21 pianos.
World War I curtailed sales by a German harmonica marker in Japan, so Nippon Gakki took the opportunity to broaden its product base and begin making and exporting harmonicas. Producing new products that required the same raw materials and manufacturing skills became a major operating principle for Nippon Gakki. Yamaha died suddenly during the war. He had succeeded in introducing Western instruments and assembly techniques, but despite his assembly lines, piano making was still a craftsperson's industry at the time of his death.
Vice-President Chiyomaru Amano assumed the presidency in 1917. His political contacts had helped the company expand. He saw the company through repeated labor strife for ten years before being replaced. When World War II began, Nippon Gakki plants produced propellers for Zero fighter planes, fuel tanks, and wing parts.
As with expansion during World War I, these items laid the groundwork for broader diversification in the postwar years. In the meantime, Nippon Gakki had to stop making musical instruments altogether in 1945.
Nippon Gakki produced its first motorcycle in 1955 and established the Yamaha Motor Company Ltd., of which it was partial owner. Later it produced smaller motorized vehicles such as snowmobiles, outboard engines, and golf carts. For the next 20 years, however, it was motorcycles for which the West would recognize the Yamaha brand. Following Honda's lead, Yamaha introduced its first motorcycles in the United States in the early 1960s.
Along with Suzuki, the three companies made smaller and lower-priced motorcycles and greatly expanded the U.S. market, which had been limited to large cycles for serious enthusiasts. Yamaha also marketed its motorcycles successfully in Asia. Just as transistors had once replaced tubes in electronics, integrated circuits (ICs) replaced transistors in the 1970s. Because no manufacturer would develop an IC for Nippon Gakki's relatively limited demand, the company built a plant in 1971 to make its own.
By developing the technology early, Nippon Gakki established itself as a serious electronics firm, better able to serve the accelerating demand for electronic keyboards and audio components. The 1980s were a difficult decade for the company. While there were notable successes, Nippon Gakki was badly mismanaged in a case of imperial overreach.
The company's first major blunder actually came from its affiliate, Yamaha Motor, which in 1981 unwisely tried to unseat Honda from its top position in motorcycles. Yamaha introduced new models and increased production. When Honda and other motorcycle manufacturers did the same, the industry faced overproduction. As a result Yamaha Motor posted two consecutive losses totaling $126.1 million.
Other innovations during this time included the Yamaha FM sound chip used in many sound boards--an essential feature of multimedia computers--and a karaoke system that received music via phone lines connected to a central computer loaded with laser disks. Such successes returned Yamaha to healthy profitability: ¥6.4 billion in 1994 and ¥28.5 billion in 1995. In June 1997 Kazukiyo Ishimura took over as president of Yamaha, having headed up the company's electronic parts unit, turning it into a ¥100 billion business. Yamaha went on to post solid results for the 1998 fiscal year: net income of ¥13.48 billion ($101.3 million) on revenues of ¥608.99 billion ($4.58 billion).
The end of the 20th century saw Yamaha make another change at the top, as Shuji Ito was named president. By this time, the company had fallen into the red once again as a result of the stagnant Japanese economy, the appreciation in the yen, and a drop off in results in the company's electronic parts unit. For the fiscal year ending in March 2000, Yamaha posted a net loss of ¥40.78 billion ($384.2 million) on sales of ¥527.9 billion ($4.97 billion). The growth of the company has been a great story. The economic and growth of the company sets an example for new companies. Yamaha has produced some great bikes and generated huge revenue from them.
Yamaha has set a trend of developing high technological bikes. They have considered the wants and desires of the customers. Certain objectives set up by the company have reduced the cost of ownership and increased the revenues. High innovation in the engine quality, different parts and overall quality of the bike has increased the sales of the company. There are various innovations introduced by the company which are famous worldwide.
The various features give a new dimension to the overall biking experience. The driving experience improves and therefore the company is renowned among the customers. Yamaha introduced new features such as LED lights and the new and improved braking system. The improved clutch and engine system has been a revolution in the overall structure and development of the bikes. These myriad features continuously increase the economic growth of the company.
Since its establishment, Yamaha has continuously focused in developing bikes along with other equipment. Today the net revenue of the company is increasing day by day. They have more than 28,000 employees in over 100 countries. There are many innovations and technologies used by the company which are further discussed in the article.
ABS (Anti Braking System) has now made its way onto most modern Yamaha motorcycles, imparting them almost the same level of safety as we’ve seen in their four-wheeled counterparts. What anti-lock braking system essentially does is constantly monitor the revolution of the wheels with an ECU – sometimes single channel.
When the computer detects a wheel lock-up, common when braking hard on less than ideal surfaces, it steps in by limiting the braking force the rider exerts by either squeezing the lever or pressing the foot pedal and keep the wheel spinning. Once the imminence of the locking (and therefore skidding) is avoided, the system re-applies the maximum braking force until the next skid is anticipated.
By limiting the maximum force of the braking manoeuvre, the ABS systems practically allow riders to use the greatest stopping force possible without locking the wheels. Ride by wire technology involves no direct, physical connection between the twist grip and the throttle butterflies, rerouting it all through an advanced computer. So when you grab a big handful of throttle for maximum acceleration, it opens the butterflies only fast enough to prevent the air flow stalling.
This means more power and better efficiency as the inlet gas flows in more easily. The other advantages of ride-by-wire, apart from smooth acceleration, is the ability to incorporate cruise control, some type of traction control, and push-button power capping.
Yamaha has revolutionized the biking experience. A good thing about the company is the continuous modification and improvement in every model that it has produced. The founders of the company had a motive of developing a company which will lead the biking industry and Yamaha has not disappointed. Following are the top selling models of the company:
The driving experience is great when you ride Yamaha bikes. The build quality of Yamaha bikes are strong and corrosion free. The materials used are strong and protect the overall structure of the bike.
The new safety airbags installed in the bikes have increased the safety of the driver. Overall, the build quality of Yamaha bikes is one of the strongest. Only Honda competes with Yamaha in this field. Beautiful structured bikes along with firm and strong built is perfect for any customer.
In conclusion, the success of Yamaha is inseparable with the scientific business strategy. The business strategy is a general concept. It includes two indispensable elements called competitive strategy and marketing strategies as well as the concept of the business strategy. The strategic concept of Yamaha is to take the demand-side strategy.
Yamaha subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. Yamaha has constantly grown in stature. The current revenue and state of the company shows that. With perfect planning and development strategy, Yamaha can certainly gain more market share and can outclass properly with all the competitors in the market.
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