A case study of the impact of marketing strategies on international market expansion of Yamaha Motor company

Name: Gong Fei

keyword: Independent Study

ThaSH: Motorcycle industry

Classification :.DDC: 658.83

; marketing mix

ThaSH: Marketing -- Management

; product quality

ThaSH: Marketing research

; pricing strategy

; promotional activities

Abstract: The global motorcycle industry has become increasingly competitive, and Yamaha Motor Company seeks to enhance its international market expansion through effective marketing strategies. This study investigated the impact of three key components of the marketing mix—product quality, pricing strategy, and promotional activities—on Yamaha’s international market success. The study addressed the challenges of maintaining consistent product quality, adapting pricing strategies to diverse markets, and implementing culturally relevant promotional activities. The objectives of this study were to examine the impact of product quality, pricing strategy, and promotional activities on Yamaha Motor Company’s international market expansion. A quantitative research approach was adopted, utilizing a structured survey questionnaire to collect data from Yamaha’s international customers. The sample was selected through stratified random sampling, comprising 550 valid responses from an initial distribution of 600 questionnaires. The instrument measured perceptions of product quality, pricing strategy, and promotional activities, and their impact on market expansion using a 5-point Likert scale. Data analysis involved descriptive statistics and multiple regression analysis to test the hypotheses. The findings revealed that all the three factors significantly influence international market expansion. Product quality demonstrated the strongest impact, explaining 51.6% of the variance, followed by promotional activities at 45.1%, and pricing strategy at 38.4%. These results underscore the importance of maintaining high product quality, adopting flexible and competitive pricing strategies, and implementing culturally tailored promotional activities to enhance Yamaha’s global success. The study concludes that integrating these marketing mix elements effectively can strengthen Yamaha’s competitiveness and achieve sustained growth in international markets. It is recommended that Yamaha prioritize innovation and quality control, adopt dynamic pricing models tailored to regional needs, and further localize promotional campaigns to resonate with diverse cultural contexts. These strategies provide actionable insights for addressing the identified challenges and optimizing Yamaha’s international market expansion.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2568-06-04

Issued: 2025-06-04

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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