Motorcycle industry in Thailand
Executive Summary Thai motorcycle industry entered in Thailand since 1964. There are four main players in this industry including Honda, Yamaha, Kawasaki, and Suzuki. Even there are not much competitors but the competition among them are fierce. Thai market for motorcycle is in maturity stage. This makes the players have to use strong strategies to possess market share. The dominant player in this industry is Honda
For customer analysis, among four leader players they quite focus customer similar group. It might be because nature of product is suitable to certain group of people. However, they try to differentiate by focus niche group with new lifestyle. The common target group is teenager to working age. This result in the way they communicate to each target group. As motorcycle is product that are high value so the level of consumer involvement decision are high as well. People try to study what advantages and disadvantage of each model in each brand. Nevertheless, point of purchase in the sale point pays important role. As we can see from the retail show room, promotions broad are very attractive and different among the shops. Therefore, customers can not make decision from their home. Dealer in show room encourage customers to visit the shop to meet direct sale person for the information.
For competitive analysis, the players are keeping develop themselves particularly many strategies. Honda has the most capacity and sales while other competitors also grow continuously. They have different strength points. For example, Honda is the 1st Fuel injection system applied while Yamaha is 1st produced automatic type of motorcycle and 1st produced Eco Motorcycle.
For future trends, in short term, it will not much change in position of leader but they will try to focus target customer narrowly and differently. For long time Thai market might decline. However, sale will go constantly but not jump high because people will buy new motorcycle when they want to
For customer analysis, among four leader players they quite focus customer similar group. It might be because nature of product is suitable to certain group of people. However, they try to differentiate by focus niche group with new lifestyle. The common target group is teenager to working age. This result in the way they communicate to each target group. As motorcycle is product that are high value so the level of consumer involvement decision are high as well. People try to study what advantages and disadvantage of each model in each brand. Nevertheless, point of purchase in the sale point pays important role. As we can see from the retail show room, promotions broad are very attractive and different among the shops. Therefore, customers can not make decision from their home. Dealer in show room encourage customers to visit the shop to meet direct sale person for the information.
For competitive analysis, the players are keeping develop themselves particularly many strategies. Honda has the most capacity and sales while other competitors also grow continuously. They have different strength points. For example, Honda is the 1st Fuel injection system applied while Yamaha is 1st produced automatic type of motorcycle and 1st produced Eco Motorcycle.
For future trends, in short term, it will not much change in position of leader but they will try to focus target customer narrowly and differently. For long time Thai market might decline. However, sale will go constantly but not jump high because people will buy new motorcycle when they want to