Ch. 2 - Strategic Planning for Competitive Advantage

One of the main Goals of Yamaha Motor Company is to satisfy its customers with products that exceeds their expectations, creating unforgettable and unique  memorable experiences that can contribute to the quality of life. Yamaha Motor Company has a wide range of products but it all began with Motorcycles, where the founder Genichi Kawagami needed to explore new markets. Choice that after more then 50 years made Yamaha one of the leaders of the Motorcycles Market, giving its customers "the sensation of profound excitement and gratification derived from experiencing supreme quality and performance", which is what Yamaha through the japanese word Kandō uses to describe its corporate mission.

2015 will be a very important year for the House of Iwata after few years of restructuring its domestic and foreign manufacturing facilities. Yamaha Motor Company is ready to expand its business scale and begin to grow once again introducing on the market the Yamaha YZR R1, a new kind of motorcycle that is ready to transform the sportbike world and showcase Yamaha's vision for the future.
Yamaha has been able to fully express the comparative advantage of this line, approaching the existing market of riders showing them the development of this new model and how its technology is derived from its closest racing model, the Yamaha YZR M1 that competes in the MotoGP category.
As its marketing objective, Yamaha's engineers and designers had the opportunity to explore new concepts and designs, and create the kind of machine that, up to now, only factory racers could ever experience.

Yamaha Motor Company can count in an unbeatable marketing mix, by having the R1 being developed by the 9th time World Champion Valentino Rossi also known for his incredible skills of bike developer (4 times MotoGP World Champion with Yamaha Factory Team) as well  as the innovating technologies with which the bike was created (Product Strategies). Yamaha can count on retailers spread out all over the world, expecially in North America, Europe and Asia, making its products available everywhere and an excellent website that can locate the closest retail store (Place). The R1 was presented at the end of 2014 at the EICMA, which is an International Motorcycle Exposition that takes place every year in Milan and can count steadily almost one million visitors each edition, where manufacturers debut new models. Promotional videos were spread online announcing the new born R1 with an effective promotional message prior the show (Promotion Strategies). Yamaha knows how price is an important competitive tool for earning revenue. The R1 has been introduced with an accessible price for its customers, giving them the opportunity to experience such a great innovating machine (Price).
Yamaha Motor Company with its creativity and innovating technology performs an enviable strategic planning in order to magnify its competitive advantage towards its main competitors.