Yamaha Motor Integrated Report 2020

Marketing That Showcases and Augments Yamaha Motor’s Strengths The Company established “The Global Yamaha Way in Marketing in Sales” to clarify our shared values for conducting marketing in the realm of sales. The overarching vision of this manifesto is “Continuing to Create Lifetime Yamaha Customers,” and the program itself brings Yamaha sales bases around the world together to globally share, teach, and learn from one another the knowledge they have cultivated individually while spurring each other to greater heights.Yamaha Motor divides the customer journey into its own seven steps and conducts customer-centric activities for each. This pro-vides a common framework for deliberation among our bases around the world in order to define the objectives, identify the target customer, and thoroughly determine aims and actions aligned with said customer. In sharing successful marketing cases, we employ a “teach and learn” approach that examines why the case was successful, what difficulties were faced, and what is needed for continued success. This leads to in-depth study and discerning of the key factors of the case, and the knowledge born from the discussions is then formulated, accumulated, and shared globally, leading to new successes. Having members from around the world that share the same values gather in the same location for meaningful, customer-centric discussion not only enhances teamwork but also enables the application of knowledge from other countries and will propel us to the front of global competition.Initiatives in Indonesia to Instill the Yamaha Way Among Dealership Staff To further promote the Marketing in Sales (MiS) activities that leverage the Company’s strengths, each country is working to introduce the MiS approach into their operations. In Indonesia, we are conducting MiS activities for our internal sales and marketing personnel as well as the staff at our Yamaha dealership partners.We engage in sales work aligned with The Global Yamaha Way in Marketing in Sales together with dealerships to spark interest in our products, encourage customers to visit, make a purchase, and then continue to make purchases. With after-sales service in particular, the Company introduced its Time Commitment Service (TCS) in which a dealership makes a commitment to the customer for performing regular maintenance or an oil change within a specified amount of time. For the customer, this removes the stress of not knowing when the work will be complete and their machine ready for pick up. Raising customer satisfaction at each touchpoint leads to creating lifelong Yamaha customers.ShareAwarenessInterestSearchVisitPurchaseExperienceDecisionSales (Marketing)Marketing positions customer needs as the starting point of all corporate endeavors and our endless pursuit of greater customer satisfaction is how we seek to achieve sustainable growth.PsychologicalCustomerSeven Steps of the Customer Journey as defined by Yamaha MotorExperienceActionFoundations for Creating Competitiveness44Yamaha Motor Co., Ltd. Integrated Report 2020

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