YAMAHA MOTOR COMPANY

I.

Background
In this second assignment, I will try to analyze the factors what made the foreign
brands, especially brand Yamaha Motor accepted by consumers in Indonesia.
Yamaha Motor is a foreign company that comes from Japan, the Yamaha Motor
Company established in Japan in 1954, and entered Indonesia in 1974 with name PT.
Yamaha Indonesia Motor Manufacturing (YIMM) (Kaltim, 2012). In Indonesia, there
are several categories of products marketed by PT. Yamaha Indonesia Motor
Manufacturing (YIMM), namely matic, naked bike, moped, and sports such as Mio Z,
N-Max, Byson, MX King 150, R-15, R-25 and many more (Motor, 2016).
For total sales, Yamaha Indonesia Motor Manufacturing (YIMM) is the second
occupant of the companies motorcycle with Honda that dominate the Indonesian market
in this decade, but in 2015 Honda became the first place and then Yamaha (Kontan,
2015), but still the Yamaha Indonesia Motor Manufacturing (YIMM) becomes one of the

II.

rulers of the Indonesian market.

Analysis
Many factors cause the products from Yamaha can be accepted Indonesian
market, while Yamaha is a company that comes from another country. Here I will try to
analyze what factors are causing the products from Yamaha can be accepted Indonesian
market.
Viewpoint in Consumer Behavior Theory (external)
a. Demographics and Consumer Characters Indonesia
One of the important factors that influence consumer behavior is the factor of
demography or population (Suhartanto, 2008a).
Badan Pusat Statistik (BPS) reported based on Susenas 2010 and 2015,
Indonesia's population reached 254.9 million. BPS data showed that of the total,
the male population reached 128.1 million, while the women as much as 126.8
million. Judging from the age groups, the results of population census data in
2010 by BPS in the age group 15-49 years there were 130.9 million people. The
age group of 15-49 are the age group most nation points in using the motor
(Statistik, 2015)
From the results of the demographic data, we can conclude that the situation in
the Indonesian population demographics play a huge role in facilitating Yamaha to

enter the market. This is because more than 50% of Indonesia are at the age that
most potential users of motor vehicles because can facilitate their activities.
Irawan found on Indonesian consumers generally tend to have a short memory,
do not have a plan, like to hang, not adaptable to technology, focus on context,
like foreign products, religious, prestige, influenced subculture and do not care
about the environment (Suhartanto, 2008a).
In the explanation above, there are several points that can be associated with this
topic that is like foreign products and prestige. Almost all the people in Indonesia,
especially the ordinary people when asked about their opinion against foreign
products is almost certain that they give a positive response, such as better quality,
more secure, more cool, etc.
This also applies to products owned by Yamaha, their products will be easily
accepted in the market because from the start up already exist assumption quality
of their products, more secure, etc. Then, the character of consumers as this would
ease the foreign companies to establish a good image in the market, just how
Yamaha can prove all the advantages they offer from the start.
Furthermore, their high sense of pride among the people of Indonesia that will
lead potential customers are competing to prove their existence. Characters
consumers like this certainly would not want to be left behind from the others.
Connected with the topic, now the motor is a basic requirement for activities other
than cars, a group will chimed in buying a motorcycle for their high prestige
between them.
b. Perception and Consumer Imaging
According to Hawkins Perceptions are formed in the mind of someone is
influenced by many factors, including needs, context, effect sequence, hope,
language (Suhartanto, 2008b)
I will try to associate with a Yamaha Company, then the most influential factor is
the Needs. According to Solomon perceived need someone while processing the
information, can affect the attention and perception (Suhartanto, 2008b). In
Indonesia, many aspects that contributed to the sense of need people on the
motorcycle, such as facilities and public transport services are not satisfactory, the
public transport is not being evenly distributed, traffic density makes people
choose to use a motorcycle because it will faster than public transport.
2

According to Kandampully and Suhartanto The image can be defined as an

impression of a person against something, such as a product, as a reflection on his
evaluation about the product (Suhartanto, 2008b). There are several good image
to be instilled in the consumers mind is the image of products and services, price
image, image quality, store image, and the image of producers. Yamaha was able
build a fifth this image well enough among the Indonesian peoples. Such as image
quality, every product released by Yamaha always have very high quality
standards and must already obtain SNI label. Yamaha is identical with
motorcycles that have a form of visual / design is cool, and better acceleration
than the products of our competitors. This is evidenced by the many rewards that
obtained by Yamaha Motor on-the prestigious event. It makes the image of
Yamaha products in the market is very good, because they have the advantages in
some of the criteria that are considered very important, making it easier for any
products from Yamaha easily accepted by the market.
c. Motivation and Involvement
Every decision making must be the underlying motivation of consumers to choose
a product. According to Hawkins defines motivation as "the reason for behavior"
(Suhartanto, 2008c), so it can be described that the motivation is everything that
makes a person to act or do an activity.
To strengthen the explanation on this topic, I tried to use the Power of Motivation
Theory, namely is drive theory and expectacy theory. On the drive theory,
focusing a biological produce unpalatable situation as an incentive for someone to
act (Suhartanto, 2008c) Because the discomfort most of the people in Indonesia
when using public transport and traffic jams that would hinder their activities, it
raises their encouragement as soon as possible to have a motorcycle in order to
avoid such inconveniences, they will do more efforts like saving expenditure, to
make a payment by installments only for avoiding something they do not enjoy
and find comfort as they want.
After their motivations lead to the need for a motorcycle, it takes an involvement
that will support these drives in order that make a purchase. According to
Solomon Involvement is a persons perceived relevance the object based on their
inherent needs, values, and interests. One type of involvement that I would use to
3

analyze this case is the involvement of advertising. Advertisement attractive and

quality toward a product will create more value than Yamaha products, such as
advertising have video content about acceleration the motor when writhed in the
track, then tests the speed of the motor when pitted against the jet. This will

strengthen the positioning of the Yamaha products offered in the consumers mind.
Viewpoint in Another Theory
a. Marketing Mix
According to Angipora defines "Marketing Mix as a device controlled marketing
variables that combine the company to produce the desired response in the target
market" (Teori, 2001). This means that the concept of Marketing Mix is all the
effort the company can do to influence consumer demand for its products.
Generally Marketing Mix was divided into four, namely product, promotion,
price, place. In this case will be focused to discuss parts of product, promotion
and place, because these 3 things are very influential on Yamaha efforts in
entering the Indonesian market.
1. Product
Yamaha motors provide a wide range the different categories, it is very clearly
aims for all market needs can be met by one brand that is Yamaha. Cause
Yamaha provides several categories of products in Indonesia is because
diversity of consumer groups as some like to use automatic motor to be more
relaxed, and there is a use motor sport to look more cool, etc. This is what
makes Yamaha became the ruler of two major brands of motorcycles that have
the highest sales in Indonesia besides Honda, because they are able to cater to
different consumer groups that exist in the Indonesian market.
2. Promotion
Promotion is the most important part for a brand to get the attention from
target market, the proper promotion will give a good positioning in the minds
of consumers, so that the brand will get more value than other brands.
In this case, the Yamaha doing some promotional activities such as choosing
two Grand Prix racer of his as commercials that make the advertisement right
on target to people who use motorcycles, indirectly Yamaha deliver a message
no doubt from the products released by Yamaha , because the only use GP
world champion motorcycle Yamaha brand, not other brands.
4

Then, every Yamaha promotional activities always using that is tagline

"Yamaha, semakin di depan!", It makes the positioning performed by
Yamaha better targeted.
3. Place
Yamaha established official outlets in almost every city in Indonesia, so as
reach the entire segments of the market. It also affects the decision-making
from potential customers, because if there is a problem already provided an
III.

outlet that is close to where they live.

Conclusion
Yamaha Indonesia Motor Manufacturing (YIMM) is subsidiary company of Yamaha
Corporate who located in Japan, Yamaha is able to become one of the motorcycle
company besides Honda who dominate Indonesian market. The success of Yamaha
entered the Indonesian market caused by several factors: the characteristics from
consumers in Indonesia itself (external), and then the efforts made by Yamaha (internal).
External factors consist from demographics and character of Indonesian consumers that
support, perception and good image of the product yamaha, and then supported by
motivation and involvement who profitable for Yamaha products.
So it we can conclude that any foreign companies that want to market their products in
Indonesia should also pay attention external factors or the situation from consumers in
Indonesia itself such as demographics, characteristics, etc. Because, no matter how good
the products are offered if it is not in accordance with the situation of consumers in
Indonesia itself (external), will complicate the company to dominate Indonesian market.
Reference

Kaltim, Y. (2012). Sejarah Yamaha. Retrieved from http://yamaha-kaltim.co.id/sejarah-yamahamotor-yamaha-semakin-di-depan/

Kontan,

P.

D.

(2015).

Penjualan

Motor

di

Indonesia.

Retrieved

from

http://pusatdata.kontan.co.id/makroekonomi/motor?bulan=06&tahun=2015
Motor, Y. (2016). Product. Retrieved from http://www.yamaha-motor.co.id/products.html
Statistik,

B.

P.

(2015).

Jumlah

Penduduk.

Retrieved

from

https://www.bps.go.id/Subjek/view/id/12#subjekViewTab3|accordion-daftar-subjek1
Suhartanto, D. (2008a). Perilaku Konsumen Tinjauan Aplikasi di Indonesia. Bandung: Guardaya
Intimarta.

Suhartanto, D. (2008b). Perilaku Konsumen Tinjauan Aplikasi di Indonesia. Bandung: Guardaya

Intimarta.
Suhartanto, D. (2008c). Perilaku Konsumen Tinjauan Aplikasi di Indonesia. Bandung: Guardaya
Intimarta.
Teori, L. (2001). Pengertian Marketing Mix 4p Definisi Bauran Pemasaran Menurut Para Ahli.
Retrieved

from

http://www.landasanteori.com/2015/07/pengertian-marketing-mix-

definisi.html