Motorcycle market

Phenomenon of Yamaha shifting Honda is an incident which is very interesting from the perspective of marketing strategy. No doubt that Yamaha’s marketing strategy to beat Honda was started since they successfully introduced an automatic motorcycle called Mio.

In this case, the ability to deliver more value to the customers is the key word which is being developed optimally. A clear market definition, a good collaboration between the company’s strengths and the market needs and superiority performance of the company, active and responsive to any kinds of competition.

Together, these three basic elements (company, competition and customers) create interaction to each other dynamically. If the customer needs does not match the needs of the company, then the sustainability of the company in the future may be at stake.

Positive matching of the needs and objectives of the customer and the company was necessary for a sustainable relationship. Based on the continued interaction, then to build a marketing strategy requires 3 decisions as follows: Where to compete. This requires a clear market definition (for example, competing in all markets or in one or more segments). How to compete. This requires a tool to compete (for example, introducing a new product to meet the customer needs or create a new set up for the existing products).

When to compete. This decision is required to determine the time to enter the market directly (for example, be the first in the market or wait till the main demand was issued). Certainly the company’s resources become the basic elements for making the right decision.

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The first contribution, market analysis is required at all stages of product planning that providing information so that the idea is in accordance with the needs and desires of the consumers. Knowledge, experience, and market research methods become very fundamental things for the development of product strategy.

Consumer information also needed to discover and describe the needs and desires that are not still able to met, evaluate the product during its development, introduction, and monitoring the performance of the existing products. Several methods and testing of the products are available in the product portfolio.

Thus, the contribution of marketing is related to the concept of product life cycle. The second contribution is regarding with the product specification. Gradually, top management expects the other management to identify the characteristics and performance of the product. This is, demands the explanation of the information about needs and desires of the consumers into a product specification that is based on total quality management. The adaptation of needs and desires of the consumers with the product capability is very crucial for designing and implementing the product strategy.