Yamaha Motor Co., Ltd. sells motorcycles in Kenya, but was lagging far behind Indian motorcycle manufacturers in sales. In order to resolve this situation, the company decided to conduct a survey and reconsider strategy. JCCP M conducted a survey of the company’s brand value in the Kenyan market as well as interviews with motorcycle drivers, and an evaluation of the company’s advertising efforts in Kenya. We then proposed a strategy to the company in moving forward.
A Kenyan Mechanic’s Garage
Noting the importance of a supply network for aftermarket parts, we conducted a survey of mechanics and motorcycle parts shops in addition to a survey in Tanzania.
Interviewing a Kenyan Mechanic
In order to understand the African market, local in-person interviews are essential. JCCP M plans and conducts these marketing surveys from start to finish.