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TOMOTAKA ISHIKAWA: CEO & MD,YAMAHA
He may be short, bespectacled and packaged in a wiry frame, but
Tomotaka Ishikawa, the man who occupies top slot in Yamaha Motor India (YMI) these days, comes with a tall claim to fame. Ishikawa is the blue eyed boy of the world’s second largest bike-maker because of the marketing mettle he has consistently displayed to save Yamaha from the onslaught of rival bike-manufacturers in several Southeast Asian countries. His last stint was in Thailand (2000-2005), where the Japanese major was being browbeaten by the combined strength of rivals Honda and Suzuki. Before Ishikawa, the Yamaha product line-up in Thailand was weak and demand was at a rock bottom. Ishikawa snapped his heels and in just five years, turned around Yamaha’s fortunes in Thailand. Market share went up from sub-9% to over 25% in 2005.
“When I arrived in Thailand, the situation was bleak. We were following Honda, launching competing products to them. I said that we have to carve our own niche. We launched automatic engines, a first for Asian markets; targeted younger customers, with our styling and accessories; introduced merchandising to reflect the new hi-fashion, hi-sense, cool Yamaha; raised our prices and the rest is history,” explains the affable Ishikawa, adding that the Thailand experience is exactly what he wishes to replicate in India. And his India strategy may just pay off. Yamaha is exactly in the same quagmire in India as it was once in Thailand, only instead of Japanese competitors Honda and Suzuki; YMI faces the might of Hero Honda, Bajaj and TVS in India, which together rule the bulk of India’s motorcycle market currently.
Just as Ishikawa changed the scenario in Yamaha’s product-line up in Thailand, he’s looking to do similar in India, by building new platforms. When the Japanese two wheeler giant made its India foray in 1985 (in partnership with Escorts), Yamaha launched the RX100 (two-stroke bike), which soon made inroads into the hearts of Indian bikers with its sporty, performance-driven appeal. Then oil prices went through the roof, new emission norms came into play, the market shifted gears to fuel-efficient, four-stroke bikes and Yamaha could not compete. Hero Honda, Bajaj and TVS walked away will all the glory.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
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IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
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TOMOTAKA ISHIKAWA: CEO & MD,YAMAHA
He may be short, bespectacled and packaged in a wiry frame, but
Tomotaka Ishikawa, the man who occupies top slot in Yamaha Motor India (YMI) these days, comes with a tall claim to fame. Ishikawa is the blue eyed boy of the world’s second largest bike-maker because of the marketing mettle he has consistently displayed to save Yamaha from the onslaught of rival bike-manufacturers in several Southeast Asian countries. His last stint was in Thailand (2000-2005), where the Japanese major was being browbeaten by the combined strength of rivals Honda and Suzuki. Before Ishikawa, the Yamaha product line-up in Thailand was weak and demand was at a rock bottom. Ishikawa snapped his heels and in just five years, turned around Yamaha’s fortunes in Thailand. Market share went up from sub-9% to over 25% in 2005.“When I arrived in Thailand, the situation was bleak. We were following Honda, launching competing products to them. I said that we have to carve our own niche. We launched automatic engines, a first for Asian markets; targeted younger customers, with our styling and accessories; introduced merchandising to reflect the new hi-fashion, hi-sense, cool Yamaha; raised our prices and the rest is history,” explains the affable Ishikawa, adding that the Thailand experience is exactly what he wishes to replicate in India. And his India strategy may just pay off. Yamaha is exactly in the same quagmire in India as it was once in Thailand, only instead of Japanese competitors Honda and Suzuki; YMI faces the might of Hero Honda, Bajaj and TVS in India, which together rule the bulk of India’s motorcycle market currently.
Just as Ishikawa changed the scenario in Yamaha’s product-line up in Thailand, he’s looking to do similar in India, by building new platforms. When the Japanese two wheeler giant made its India foray in 1985 (in partnership with Escorts), Yamaha launched the RX100 (two-stroke bike), which soon made inroads into the hearts of Indian bikers with its sporty, performance-driven appeal. Then oil prices went through the roof, new emission norms came into play, the market shifted gears to fuel-efficient, four-stroke bikes and Yamaha could not compete. Hero Honda, Bajaj and TVS walked away will all the glory.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...
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