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Yamaha Marketing Channels - Research Paper Example

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Yamaha Marketing Channels

When the Company started, it manufactured auto parts, scooters, sewing machines and even three wheeled motors. However, due to the stiff competition from other manufacturers of these machines, the Yamaha Company specialized on the production of motorcycle. In the year 1954, the first model of Yamaha motorbike (YA-1) was complete. After a rigorous road test of the this motorbike, the founders of Yamaha Company built a factory too start the mass manufacturing of the YA-1 motorbike at a place called Nipon Gakki. On first of July 1955, the Yamaha Motor Co., LTD was founded. During that year, the Company had over 270 who were able to manufacture 200 YA-1 motorcycles in one month. This fast growth influenced the company to engage its motor cycles into the two top races in Japan; the Asma Highlands race and the Fuji mountain race. In the year 1956, the Company came up with another model; the YC1, followed by YD-1 in the year 1957. Two year after Yamaha’s engagement in motorbike races, they made a step into the International racing in the year 1958. They finished in the sixth position in the Catalina Grand Prix, and became the first Japanese motorbike to compete in an International race. The participation of Yamaha in the Catalina grand Prix gave this brand an international recognition, since many people worldwide began appreciating the Yamaha technology, especially in the USA (Smokie, 2013). That same year, the Company began marketing their own machines independently in the United States of America. Two years later after this venture, an American motor Company, The Cooper Motors, started selling the YD-1 and the MF-1 bikes from the Yamaha Motor Co., LTD. This continued up to the year 1960, when the Yamaha International Company begun advertising motorcycles in the United States of America through merchants. Having explored the motorcycle market, Genichi, the President of Yamaha International, began focusing on manufacturing of outboard boats and the Yamaha motor boats (Smokie Riders, 2013). In 1966, the Yamaha Company opened motorcycle-manufacturing industries in Mexico and Thailand. In late 1960s, Yamaha produced an off road motorcycle, DT-1 model. This off road model brought a very huge impact in the motorbike industry in the United States and was a very big success to the Yamaha Company. In the year 1972, the Toyota and Yamaha Companies came together and designed the Toyota 200 GT. With more inventions in the Yamaha International, the Company continued to grow in terms of the machines they manufactured. Among the machines that they created since then includes; race kart engines, snowmobiles, ATVs, generators, scooters, and personal watercraft. The greatness of the Yamaha International Company is attributed to its first President, Mr. Genichi Kawakami, who believed that, production of goods with character and honesty in service to the clients is the key to success of any business. Activities of Yamaha International Corporation Apart from manufacturing of electronics and automobiles, the Yamaha Company has engaged in so many activities. The Company is involved in sporting activities where they participate in motorbike racing competition (Yamaha Motor Co., 2013). The Company aims at promoting sporting activities in Japan, for example, the Japanese Rugby Team. They are actively involved in operating training schools for young sportsmen for yachting, soccer, and rugby. After sale services is another activity that the Yamaha Company offers to its customers. Raw materials and the Manufacturers of Yamaha The products of Yamaha Company are made of metal alloys, wood, and plastic and rubber materials. The Company uses metal alloys in the manufacturing of its pianos, for example, the acoustic pianos that is ...Show more


A man called Genichi Kawakami who is also the first President of the Yamaha Company (Smokie, 2013) started the Yamaha Motor Company in the year 1953. It was in the same year that Kawakami used an old aircraft machine to make his first machine. …
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