India Yamaha Motor (IYM) plans to double its dealer network over the next five years in India. This move comes on the back of Yamaha’s plans to delve deeper into the Indian rural market.
IMB had earlier reported about Yamaha’s strategy to drive deeper into rural markets, in order to boost sales and drive growth. This move to double the dealer network is a part of Yamaha’s aggressive rural market strategy.
Yamaha will have to do more than just expand its dealer network into smaller town and cities, since the main factor driving sales in rural areas is the word-of-mouth. When it comes to word-of-mouth, Hero Honda has a distinct advantage. Yamaha will have to come up with some sort of a counter measure to disrupt the faith which customers in rural markets have about the Hero Honda brand name.
Source – Bloomberg Businessweek
Posted by Sachet Parkash on June 18, 2010. Read More on Yamaha · 0 Comment
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