The Digital Marketing Practices of Yamaha Motor Europe in a Post-COVID Era, With a Focus on E-bikes

Jani Gábor (2024) The Digital Marketing Practices of Yamaha Motor Europe in a Post-COVID Era, With a Focus on E-bikes. Külkereskedelmi Kar.

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Absztrakt (kivonat)

Introducing a new product line into a market can often bring complications that must be tackled efficiently. Having a good product does not guarantee plentiful sales by itself. When Yamaha Motor introduced its E-bike models to Europe, it saw a stagnant first year of sales. Improving these sales was important, as Yamaha was a large supplier of E-bike drive units to competitors, but they increasingly sought to develop their own items, thus leaving the firm with a decreasing market share. Furthermore, management doubled the target sales for next year, despite missing the current sales target by 33%. The issue behind the low sales turned out to be a problem with digital marketing, manifesting in a meagre amount of the total sales coming from online. Based on analyses of company information and exploration of theories, three independent variables were identified that were influencing the dependent variable of sales: seasonality, website design and product information. The digital marketing campaigns turned out to be heavily leaning towards the end of the year, in terms of advertising spend and campaign launches. All the while, Yamaha had a Riding season, supposedly indicating a peak sales period, most of which was not utilized. The information available of the products was also lacking, and the website’s design did not prompt users to purchase. Solutions were proposed to improve all three variables, with the goal of improving sales. Critical thinking revealed the best sets of action to undertake, and the three solutions were combined into one plan of action, that allowed the new solution’s effect on each variable to be tested independently. A questionnaire was published on various websites, and 448 total responses were gathered and thoroughly analyzed. The analyses revealed the proposed solutions to indeed be effective in solving the business issue, and a forecast was given that surpassed the new target amount of sales required. This resulted in a positive answer to the research question, as it was proven that improvements to digital marketing to increase sales are indeed possible. Lastly, recommendations were given along the lines of the solution and the research outcomes, which would allow Yamaha to successfully implement the actions that improve on its digital sales.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Digital marketing, ebike, sales, seasonality, yamaha
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Szep. 26. 08:02
Utolsó módosítás:	2024. Szep. 26. 08:02

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