Market positioning of sym’s scooters in vietnam market

Please circle the number that corresopond to your answer, you may circle more than 1 brand: 1 Honda 2 Yamaha 3 Suzuki 4 Piaggio 5 SYM 12.. Please circle the number that corresopond to yo

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CONTENTS

INTRODUCTION 1

Company background 1

Rationale 1

Objective and scope 2

1.3.1 Objective 2

1.3.2 Scope 2

Questionnaire 2

2 METHODOLOGY 3

Research approach 3

Research design 3

Data collection 3

Research sample 3

2.4.1 Target population 3

2.4.2 Sample size 3

3 ANALYSIS AND RESULTS 4

4 RECOMMENDATION 10

REFERENCES 11

APPENDIX 1 12

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INTRODUCTION Company background

SYM Motors is Sanyang Motor Co., Ltd established in 1954 in Taipei which headquarters in Hsinchu, Taiwan and their main business is selling two-wheels vehicle through the brand name SYM SYM operating three main production bases are in Taiwan, Vietnam and China Not only focusing on scooters and two-wheels vehicles, firm had produced mini-trucks under brand Hyundai

From the beginning, the total amount of scooters claimed up to 16 million finished one, and 800 thousand one for mini-trucks and automobiles Annual revenue

of the company already exceeded $1 Billion SYM have variety of product model to choose, however, it’s well-known for scooter series, especially for women model such as: Elizabeth, Attila and Abela (premium)

Rationale

Branding is not only a sign to identify and distinguish the product of this business from another enterprise, but rather, it is the reputation of the business and consumer confidence in the products of the business It is important to study the level of customer awareness of telecommunications businesses The research provides a model and a scale for brand awareness of telecommunications enterprises, on that basis to conduct surveys to assess the real situation of customers' awareness of brands of these businesses From the analysis of surveyed data, the research proposes a proposal to improve the level of customer awareness of telecommunications businesses' brands, contributing to improving customer accessibility

A brand awareness survey can reveal a lot about the strengths and weaknesses

of your product or service, and your company itself, including:

-What is the top of the brand in the market?

-What you “own” is different from competitors?

-What are customer perceptions of your brand compared to competitors?

-Who is your potential customer?

Results in information can be used to take advantages of brand strengths against opponents’ weaknesses, enabling successful booting or re-launching of products

In recent years, the motorbike is not only a normal means of transportation but moreover, also is considered as a beauty effect, to enhance the value of users

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Furthermore, it has a lot of modern features, specially fuel saving - one of the top criteria when choosing a motorbike Seizing the needs of the market, SYM Vietnam has continuously improved and created new product lines to meet the needs of each type of user

Currently in Vietnam market, there are a number of motorcycle manufacturers are competing fiercely such as Honda, Yamaha, Suzuki, SYM, Piaggio, To have a closer look into the success of SYM in Vietnam market The researcher has chosen the topic: “Analysis of market positioning of SYM scooter in Vietnam Market”

Objective and scope

1.3.1 Objective

Positioning SYM scooter brand to identify SYM a unique position and image from which customers can recognize and feel SYM scooters in the crowd

Detail goals:

- Analyse the current situation of consumer awareness of SYM scooter brand

- Locate SYM scooter market position and identify the closed competitors

- Provide some recommendation to develop the brand in the future

1.3.2 Scope

The research is conducted through paper survey with more information as below:

Participants: People in all age and gender who used or intent to use scooter in Viet Nam

Time: January 2019

Questionnaire

The questionnaire is formed to let customers tick one or more brands (Honda, Yamaha, Piaggio, SYM and Suzuki) that appear in their minds following to the 10 special characteristics (details in Appendix 1), including:

1 Which brand in your opinion have prestigious brand ?

2 Which brand in your opinion have reputation of good quality and durable ?

3 Which brand in your opinion have variety of modern (designs) ?

4 Which brand in your opinion are more fashionable ?

5 Which brand in your opinion have good price?

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6 Which brand in your opinion have suitable and safe design with the user?

(seat height, distance from the seat to the steering wheel, fuel tank position and design, display screen information)

7 Which brand in your opinion have fuel saving feature?

8 Which brand in your opinion have good warranty policy?

9 Which brand in your opinion have large showrooms and customer service centers in Vietnam?

10 Which brand in your opinion are easily in searching for parts and spare parts?

The questions mainly focus on the noticeable features of scooter that customer mostly care and these features may influence on making decision in scooter purchasing

2 METHODOLOGY

Research approach

The research used quantitative approach by applying Correspondent Analysis technique to map perception of customers about any feature of each brand mentioned

in the questionnaire

Research design

Correspondent Analysis is used in this research with the purpose of determining market positions of scooter’s brands in Viet Nam market This technique displays graphically the position of a brand and its competitors relying on multi-dimensions visualised as profile charts in small map regions (Yelland, P., 2010)

Data collection

The data is totally collected directly from paper survey which means primary data Moreover, secondary data from online sources also is used to provide market information

Research sample

2.4.1 Target population

The target interviewees are people who are using or intent to use scooter and know the popular brands in Viet Nam market, such as: Yamaha, Honda, SYM, Piaggio

or Suzuki

2.4.2 Sample size

The sample size is 50 or 50 valid respondents within limited survey’s time

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3 ANALYSIS AND RESULTS

After collecting the multiple responses of participants and input into SPSS software, the frequency table firstly shows the number and percentage of customer choices according to each characteristic And the results are as below:

Case Summary

Cases

N Percent N Percent N Percent

$Pretigiuos_branda 50 100.0% 0 0.0% 50 100.0%

$Maintenance_systema 50 100.0% 0 0.0% 50 100.0%

a Group

Source: SPSS’s result

There is no missing value in this case, so 100% data is valid

$Prestigious_brand Frequencies

Responses Percent of

Cases

N Percent

$Prestigious_branda Honda 48 49.5% 96.0%

Yamaha 18 18.6% 36.0%

Piaggio 19 19.6% 38.0%

a Group

According to the reputation frequencies, Honda is chosen by most of people which accounted for 49.5% responses while SYM is ranged at final position with only 3% respondents think it is prestigious brand

$Quality Frequencies

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Cases

N Percent

a Group

For the Quality and Durability, Honda is still chosen with highest portion of 44%, then Yamaha, Piaggio, Suzuki and SYM accounted for 26%, 15%, 9.9% and 4.4% respectively

$Diversity Frequencies

Cases

N Percent

$Diversitya Honda 45 52.9% 90.0%

a Group

Source: SPSS’s result

The diversity of scooter focused on two biggest brands are Honda and Yamaha

in customer’s mind, whereas SYM did not receive high appreciation from customers with only 2 people in participants choose SYM for diversity aspect

Similarly, the rest features show that Honda and Yamaha still are appreciated

by most of interviewees while SYM is still acquired the least choice from customers The results of some characteristics such as: fashion, reasonable price, safety, fuel save, guarantee policy, maintenance system and replacement are in the following tables:

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$Fashion Frequencies

Cases

N Percent

$Fashiona Honda 35 36.5% 70.0%

a Group

$Price Frequencies

Cases

N Percent

$Pricea Honda 43 50.6% 86.0%

a Group

$Safety Frequencies

Cases

N Percent

$Safetya Honda 48 55.2% 96.0%

a Group

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$Fuel_save Frequencies

Cases

N Percent

$Fuel_savea Honda 46 59.7% 92.0%

a Group

$Guarantee Frequencies

Cases

N Percent

$Guaranteea Honda 47 51.6% 94.0%

a Group

$Maintenance_system Frequencies

Cases

N Percent

$Maintenance_systema Honda 49 61.3% 98.0%

a Group

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$Replacement Frequencies

Cases

N Percent

$Replacementa Honda 49 54.4% 98.0%

a Group

To sum up, from the frequency tables, Honda and Yamaha is voted by most of respondents in all characteristic while SYM just received a few of votes However, SYM

is still well-known with some popular scooter kinds like Attila, Shark, Fancy or Venus

To identify where SYM’s market position in customer perception deeply, Correspondent Analysis is conducted as below results:

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From the above chart, SYM is in the same market with Yamaha that focuses on the price, replacement tools and guarantee policy Hence, Yamaha is considered as the closed competitors of SYM

In the different segmentation, Piaggio is popular about the fashion with its high-classed scooters like Vespa, Liberty or Zip Suzuki is appreciated by customer about long-time reputation and durable quality, while Honda is also leading in safety of products or wide chain of showrooms and especially is high-end fuel save feature

Take a deep look into SYM position and draw a green vector from the origin to the characteristic Price, then draw perpendicular lines from SYM and Yamaha to green one, we can see that SYM show the stronger than Yamaha about Price feature It means that the price of SYM’s scooters is considered more reasonable than Yamaha’s ones Similarly, SYM is also known as have variety of replacement tools and spare

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parts which are easy to find and replace However, Yamaha takes more competitive advantages with attractive guarantee policy

In conclusion, SYM now does not compete directly with three of strongest brands in scooters like Honda, Suzuki and Piaggio which have the cutting-edge technology and dominate some different features Therefore, based on the current resources, SYM needs to make a suitable strategy to maintain as well as improve its position in customer perception

4 RECOMMENDATION

As we mentioned before that SYM is percieved cheaper than Yamaha which is main competitor This is completely true for SYM’s strategy that they are pioneer in vehicle manufacturing industry in Vietnam since 1993 The period from 2004 to 2009, this was the successful period of time when this company introduced cheap Attila vehicle which became a mainstream for femal people, especially in big cities like Ha Noi and Ho Chi Minh city and so on However, SYM are losing their maket share to Yahama and Honda with popular brands such as Nozza and Vision respectively With the competitive advantage of affordable price, part of replacement and replacement tools and spare parts which are easy to find and replace as well as are perceived by Vietnamese people, SYM should focus on motocycles for students and low-income consumers to compete their direct competing company Yamaha and non-direct compitiors such as Honda and Suzuki

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REFERENCES

Yelland, P., (2010) An Introduction to Correspondence Analysis The Mathematica Journal, 10: 12-4

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APPENDIX 1 ENGLISH VERSION

11 Which brand in your opinion have prestigious brand? Please circle the number

that corresopond to your answer, you may circle more than 1 brand:

(1) Honda (2) Yamaha (3) Suzuki (4) Piaggio (5) SYM

12 Which brand in your opinion have reputation of good quality and durable?

Please circle the number that corresopond to your answer, you may circle more than 1 brand:

13 Which brand in your opinion have variety of modern (designs)? Please circle the number that corresopond to your answer, you may circle more than 1 brand:

14 Which brand in your opinion are more fashionable? Please circle the number that corresopond to your answer, you may circle more than 1 brand:

15 Which brand in your opinion have good price? Please circle the number that corresopond to your answer, you may circle more than 1 brand:

16 Which brand in your opinion have suitable and safe design with the user (seat

height, distance from the seat to the steering wheel, fuel tank position and

design, display screen information) Please circle the number that corresopond

to your answer, you may circle more than 1 brand:

17 Which brand in your opinion have fuel saving feature? Please circle the number that corresopond to your answer, you may circle more than 1 brand:

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18 Which brand in your opinion have good warranty policy? Please circle the number that corresopond to your answer, you may circle more than 1 brand

19 Which brand in your opinion have large showrooms and customer service

centers in Vietnam? Please circle the number that corresopond to your

answer, you may circle more than 1 brand

20 Which brand in your opinion are easily in searching for parts and spare parts?

Please circle the number that corresopond to your answer, you may circle more than 1 brand

VIETNAMESE VERSION

Dưới đây là những câu hỏi được thiết kế để đo lường sự nhận thức của bạn về các thương hiệu xe gắn máy – dòng xe tay ga tại Việt Nam, bao gồm:

(1) Honda (2) Yamaha (3) Piaggio (4) SYM (5) Suzuki Trong đó:

Honda bao gồm các dòng xe như: Vision, Lead, Air Blade, PCX, SH

Yamaha bao gồm các dòng xe như: Grande, Janus, NVX, Azcruzo

Suzuki bao gồm các dòng xe như: Impulse, Hayate, UA, SkyDrive

Piaggio bao gồm các dòng xe như: Vespa, Liberty, Beverly Fly, Zip

SYM bao gồm các dòng xe như: Attila, Shark, Elizabeth, Venus, Fancy, Abela

1 Theo bạn, thương hiệu nào là thương hiệu uy tín? Khoanh tròn vào các ch s ữ ố

ở các câu trả l i của bạn, có thể chọn nhiều hơn 1 thương hiệu ờ

(1) Honda (2) Yamaha (3) Piaggio (4) SYM (5) Suzuki

2 Theo bạn, thương hiệu nào có chất lượng tốt và bền Khoanh tròn vào các ?

chữ s ố tương ứ ng v ới các câu tr l ả ời c a b n, có th chủ ạ ể ọn nhiều hơn 1 thương

hi uệ

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