The Development Strategy Study Of YAMAHA Motorbike(China)

With the20years rapid development, China s motorcartrading has become an important part of our national economy. But,in the recent years, it has become more and more difficult forthe motorcar firms to survive the civil market. The main reasonsinclude: the decreasing of requirement for motorcars,themonopolization of the few brands, much more district laws andpolicies have been made, more new products have been created toreplace the motorcar and so on. Now we believe that it will bea very practical problem for us to think about that we must finda way to analyze the market situation and make sales decision inorder to win the competition with its opponents.Based on the situations mentioned above,I have analyzed theinner and outer environment of the YAMAHA Motorcar Co.ltd inChina(shorted in YAMAHA), using the PEST Model, the Five-forceModel and the matrix of internal and external factors, to findthe key factors, which affect a company s development. I havealso studied the opportunities, threats, advantages anddisadvantages, which a firm will face, to make the developingdirection clear. Combined with the company s wish, we haveinferred that if we want to reach our strategic goal, we must makeour products in varieties in the ways of famous brands, hightechnology, advanced sales modes and a variety of management.