COMPANY ANALYSIS

YAMAHA MUSIC

TECHNOLOGY ENTREPRENEURSHIP (ENT600): CASE STUDY

FACULTY & PROGRAMME: SPORTS SCIENCE AND RECREATION (SR243)

SEMESTER: 5

PROJECT TITLE: MULTISOUND GUITAR

NAME: MUHAMMAD MUIZ ZUFAIRI BIN SHOKORDEY

STUDENT ID: 2021865244

GROUP: RSR2435A

LECTURER: SIR MOHAMAD NIZA MD NOR

SUBMISSION: 5 NOVEMBER 2023

1
ACKNOWLEDGEMENT

All praise is due to Allah, the most gracious, most merciful, and master of the Day of
Judgment. I thank Him for granting me the strength, health, wisdom, knowledge, and success
to complete this case study report of Fundamentals of Technology Entrepreneurship
(ENT600).

First and foremost, a special thanks to my lecturer, Sir Mohamad Niza MD Nor for his
motivation, and encouragement. His guidance and support always helped me all time,
especially in writing this assignment. Besides, I would like to convey my appreciation to
Xiaomi for giving me the opportunity to choose this company for my case study report.

Finally, I am so grateful to my beloved family and friends for highly supporting,

motivating, and helping me in completing my assignment especially during this online
distance learning. In fact, without such assistance, I would have been unable to accomplish
this case study assignment. Therefore, I pray to everybody who assisted and cooperated with
me on my case study, a long life and good health.

Muhammad Muiz Zufairi Bin Shokordey

2
EXECUTIVE SUMMARY

For the product that will be discussed in this case study which is Yamaha Guitar is a one of
product for music industry that has been provide by Yamaha Music. The product will be
analyzed by using SWOT analysis. Yamaha Music is the one famous name for music provider
in Malaysia and it’s always trying to become more competitive in music industry by creating
their own product. At Yamaha Music, there is a clear hierarchy, with a CEO at the top and
various levels of management below. Each store has a store manager, and there are regional
and divisional managers who oversee multiple stores. There are also support staff such as
human resources, marketing, and finance. However, Yamaha Music does promote a culture of
collaboration and open communication, The company values employee feedback and
encourages employees to share their ideas and opinions. There is also a focus on employee
training and development, with opportunities for career growth and advancement within the
company.

Furthermore, SWOT analysis which stands for strengths, weakness, opportunities, and
threats is a method that helps and guides the company to identify whether the business is
running well or not and enable the company to develop a successful plan. In brief, the
weaknesses of the product are the highlight in this assignment. It is because by determining
the weaknesses of the product, the solutions for each problem can be implemented to fix the
flaws. For example, in order to experience a range of music sounds, guitar players must
purchase several types of guitars, amplifiers, and sound pickups. The answer must aim to
develop guitar technology so that guitar players may enjoy the sound of the guitar with only
one guitar.

Finally, an alternative solution is proposed based on the problems of the product

stated in this case study. The upgrade may be made by adding sound device settings and
amplifiers to the guitar, allowing guitar players from all over the world to simply buy a guitar
and experience a range of music sounds. There's no need to spend so much money on music
equipment merely to enjoy it. More recommendations will be made to enhance the product so
that it may be used more effectively in the future.

3
TABLE OF CONTENT

TITLES PAGES
ACKNOWLEDGEMENT 2
EXECUTIVE SUMMARY 3
1. INTRODUCTION 6-7
1.1 BACKGROUND OF THE STUDY
1.2 PROBLEM STATEMENT
1.3 PURPOSE OF THE STUDY
2. COMPANY INFORMATION 7-16
2.1 BACKGROUND
2.2 ORGANIZATION STRUCTURE
2.3 PRODUCTS
2.4 TECHNOLOGY
2.5 BUSINESS, MARKETING, OPERATIONAL STRUCTURE
2.5.1 BUSINESS STRATEGY
2.5.2 MARKETING STRATEGY
2.5.3 OPERATIONAL STRATEGY
3. COMPANY ANALYSIS 16-17
3.1 SWOT ANALYSIS
3.1.1 STRENGTH
3.1.2 WEAKNESS
3.1.3 OPPURTUNITY
3.1.4 THREATS
4. FINDINGS AND DISCUSSION 18-19
4.1 FINDINGS
4.1.1 PROBLEM 1:
4.1.2 PROBLEM 2:
4.2 DISCUSSION
5. RECOMMENDATION AND IMPPROVEMENT 19-20
5.1 MAJOR PROBLEM

6. CONCLUSION 20-21
7. REFERENCES 22

4
8. APPENDICES 23-25

5
 1. INTRODUCTION.

In this part, the explanations will be about the background of the study, problem statement
and purpose of the study.

1.1 Background of the study.

The exact beginning of the guitar is unknown. The term "guitar" is most likely derived from
the ancient Greek word Î (kithara). Mythology credits Hermes with inventing the original
kithara out of a tortoise shell, although many depictions of Apollo include this instrument.

This instrument has a hardwood soundboard and a box-shaped body, or resonator.

Two hollow arms joined by a crossbar stretched from the resonator. The instrument initially
had three strings flowing from the crossbar to the lower end, passing over a bridge on the
soundboard; later versions had up to 12 strings.

Almost two centuries after its introduction, the flat top acoustic guitar is still the most
popular type of acoustic guitar. Christian Frederick Martin, an American guitar builder of
German origin, invented the flat top. Martin modified the old-fashioned fan bracing with X-
bracing to assist the guitar body bear the added stress of contemporary steel strings, which
had been a problem with the old Torres-style guitars.

The guitar has had a major influence on our contemporary history, and its history is
lengthy. Many cultures throughout history have used some form of stringed instrument, and it
is still prevalent in many traditions today. A look back at the history of the guitar and its
significance in many musical genres. The guitar's lasting appeal and relevance in
contemporary life.

1.2 Problems Statement

The problem with guitar is it wasn’t the industry that made it difficult to innovate, but the
age-old unwillingness of the players to try something new. Innovation in the guitar industry is
really driven and accepted by the tiny minority of professional players at their creative peak.

Obtaining the correct sound quality and amplification in live and studio environments
may often be difficult. To obtain the appropriate tone, musicians and engineers frequently
experiment with different microphones, pickups, and amplification methods.

6
 Guitarists that use digital modelling amplifiers and effects processors may experience
challenges with software upgrades and compatibility. Outdated or abandoned software can
render costly equipment outdated.

With the emergence of internet markets, the guitar business has suffered with
counterfeit instruments and accessories. Musicians may unwittingly purchase counterfeit
items, resulting in quality and performance difficulties.

1.3 Purpose of the study

The purpose of the study is to improve guitar technologies for guitar players to enjoy the
music. By understanding the design, technologies and equipment of guitar, researchers and
manufacturers can identify ways to improve the technologies, sound, and the guitar
innovation as well as address issues related to technologies and improvement.

Overall, the goal of studying guitar instruments is to enhance the technologies of the guitar
which can ultimately lead to a more enjoyable and the unique of the guitar instruments.

2. COMPANY INFORMATION.

In this part, the background of the company will be discussed further including the
organizational structure, products, and services, technology, business strategy, marketing
strategy and lastly operational strategy of the company.

2.1 Background

Yamaha's history began when its founder, Torakusu Yamaha, repaired a broken reed organ in
1887. Shortly thereafter, he successfully completed the first reed organ. More than 130 years
after our founding in 1887, we defined the Yamaha Philosophy as the philosophical
framework that underpins business management at the Yamaha Group. Furthermore, in 2019,
we established our new brand promise “Make Waves” to capture that special moment when
our customers’ hearts tremble.

7
 Figure 1: Toraksu Yamaha, Founder of Yamaha Music.

The name YAMAHA is derived from our founder, Torakusu Yamaha, who pioneered the
fabrication of Western musical instruments in Japan. Torakusu, who was born into a family of
Kishu Tokugawa (today's Wakayama Prefecture) clansmen, was intrigued by Western science
and technology from an early age. Fascinated by the timepieces that were becoming famous
in Osaka at the time, he took up watchmaking while also studying business. Torakusu
eventually started mending medical equipment and was invited to a hospital in Hamamatsu,
Shizuoka Prefecture.

Hamamatsu Jinjo Elementary School once asked him whether he would repair a reed organ.
He consented and successfully repaired it, ushering in the Yamaha brand. Recognising the
organ's commercial potential, Torakusu produced a plan for the innards of the organ while
repairing it, eventually building his own prototype organ. Torakusu is supposed to have
thrown his masterpiece over his shoulder on a carrying pole and climbed the Hakone
mountains to bring it to the then Music Institute (now Tokyo University of Arts). This tale
was eventually immortalised in the form of a bas-relief.

The organ, on the other hand, was heavily chastised for its poor tune. Torakusu, unfazed,
began learning music theory and tuning from the ground up. He was ultimately able to finish
the organ after apparently unending efforts. It's simple to understand how he came up with
the tuning fork mark, which was inspired by his arduous experience studying tuning while
holding a tuning fork in his hand.

8
 Figure 2: YAMAHA Logo.

In 1898, one year after the founding of Nippon Gakki Co., Ltd., the ancestor of today's
Yamaha Corporation, the company opted to utilise a tuning fork as the corporate symbol and
a design depicting a "Chinese phoenix holding a tuning fork in its mouth" as the trademark.
The tuning fork mark and the Yamaha Logo were ultimately standardised after a series of
revisions paralleling the Company's expansion.

2.2 Organizational Structure.

Yamaha organisation is a well-known international organisation that manufactures musical

instruments, audio equipment, electronics, and other products. Yamaha Corporation typically
had an organizational structure that included the following key divisions or departments. The
corporate headquarters of Yamaha Corporation is located in Hamamatsu, Japan.

9
 Figure 3: YAMAHA Organizational Structure

Director and president is the top executive responsible for the overall management
and strategic direction of the company. Yamaha have a 20,027 of Employees (Excluding
average number of temporary employees: 8225) and 63 of subsidiary Companies (of which
58 are consolidated companies). Yamaha Music Division is in charge of the manufacture and
distribution of musical instruments such as pianos, electronic keyboards, guitars, drums, and
symphonic instruments. It is a significant element of Yamaha's business. Yamaha Corporation
keeps subsidiaries and regional offices in several locations throughout the world to manage
local operations, sales, and marketing initiatives. These subsidiaries frequently have their
own management teams. For R&D and innovation, Yamaha invests in research and
development to innovate its products. It may have dedicated R&D centers and teams focused
on product innovation. Sales department responsible for promoting and selling Yamaha's
products globally. It includes regional and local sales and marketing teams.

2.3 Products/Services

Name Product
Pianos

Keyboards

Strings

10
Guitar, Basses, & Amps

Brass & Woodwinds

Marching Instruments

Drums

Percussion

Music Production

Table 1: Yamaha Music Product.

11
 2.4 Technology

YAMAHA inherited the craftsman's talents and sensibility towards sound production that
Yamaha has honed throughout its long, multigenerational history. We have unique qualities
with a deep understanding and broad insight into the sensibilities required to decide a good
sound and a good sound environment since we have these skills and sensibilities as our base.
As a method of efficiently using our expertise and understanding, we have developed
sensitivity evaluation tools. We are attempting to merge our many other technologies, such as
acoustic, digital, and electronic technologies, in order to deliver unique products and services
while also creating new experience value by using these technologies.

Yamaha began by repairing a damaged reed organ. The firm has now expanded to
become the world's largest musical instrument producer, offering a diverse range of
instruments from acoustic to digital. Yamaha currently provides audio equipment, network
devices, semiconductors, and other products to clients worldwide, in addition to musical
instruments. The sources of innovation are technologies that encompass such a wide range of
product categories.

The Integrated Bell Acoustic System is the result of the convergence of acoustic and
digital technologies. A breath sensor detects air passing through the mouthpiece and digitally
generates the sound that powers the speaker, making the brass bell to reverberate and vibrate.
This produces a stunning and highly lifelike sound that feels and responds much like an
acoustic instrument.

2.5 Business, Marketing, Operational Strategy.

2.5.1 Business Strategy

Yamaha's company objective is to earn the highest possible appraisal from an even larger
number of consumers while strengthening our brand power in order to establish a sustainable,
highly profitable business structure.

The first component of Yamaha's business strategy is based on the fundamental

features of musical instruments. The essential objective is to take a scientific approach by
using sophisticated technology and pursuing technological innovation. It also helps to
develop and improve skills and craftsmanship.

Yamaha has also ventured into new development areas. The major initiatives are to
increase sales channels and improve customer communication. To contact new clients,

12
propose new methods to enjoy current musical instruments and present items based on new
concepts.

Finally, the third component of Yamaha's business is the provision of services for
developing longer, better relationships with clients. The major initiatives are to promote
performance and create favourable settings through apps and services, as well as to provide
services that allow consumers to keep their instruments in the best possible condition.

2.5.2 Marketing Strategy

Yamaha's marketing strategy analyses the brand using the marketing mix framework, which
includes the 4Ps (Product, Price, Place, and Promotion). These business methods, based on
the Yamaha marketing mix, aid the brand's market success. Let us begin with the Yamaha
Marketing Strategy & Mix to comprehend its product, price, promotion, and distribution
tactics.

Product Yamaha is a multinational brand with items such as

motorbikes and consumer electronics. Yamaha's product
portfolio includes music, electronics, power sports, and
automobiles. Yamaha musical instruments product and
services include pianos, keyboards, strings, guitars & basses,
brass & woodwinds, marching instruments, drums,
percussion, music production, audio & visual, and
soundproofing. Professional audio, network devices, unified
communications systems, and other electronic equipment like
AudioEngine and LSI are examples of electronics goods and
services. In the mobile category, it has eCompass, Sound
Generator, CODEC, and Amplifier. It produces amplifiers
and AUDIO DSP / Karaoke for TV and audio. It also
manufactures graphic controllers and sound generators for
automobiles, as well as other items such as LED drivers.
Yamaha Motors Co Ltd makes scooters and motorcycles,
which account for 62% of the company's revenue. Yamaha's
other products include racing carts, electric hybrid bicycles,
all-terrain vehicles, and helicopter drones. In 2016, the firm
debuted 80 new models. Yamaha has a market share of 20%

13
 in marine goods such as fishing boats, outboard motors,
personal watercraft boats, and utility boats. Recreational off-
highway vehicles, snowmobiles, golf automobiles, golf clubs,
and generators generate 10% of income, while industrial
robots and drone helicopters contribute 8%.
Pricing Despite having a wide range of product lines, Yamaha
employs a competitive price approach in its marketing mix
across all categories. Despite being reasonably priced,
Yamaha never sacrifices quality. Its price approach is notably
aggressive in India, where it is attempting to capture as much
two-wheeler market share as possible by producing low-cost,
high-quality goods. Yamaha Motors Co Ltd's largest market
is India, which has price-sensitive clients. Furthermore,
companies such as Hero, Honda, and Bajaj offer two-
wheelers in economy class, which accounts for the lion's
share of market size. Yamaha also provides premium two-
wheelers that are priced expensive and target the higher to
upper middle-income market, particularly youngsters. Most
customers believe the primary product category of musical
instruments to be quite fairly priced. The varied degrees of
price groups are entirely justified by the quality of the items.
Place and Distribution Yamaha Corporation is headquartered in Hamamatsu, Japan.
It is a genuinely global corporation with operations on every
continent. Yamaha is present in all major states in the United
States of America and Canada. It may be found in Mexico,
Panama, Argentina, and Brazil in South America. The
corporation also has a substantial presence in Europe, with
offices in Germany, France, the United Kingdom, Sweden,
Denmark, Italy, Spain, Norway, Switzerland, Austria, the
Netherlands, Poland, and Turkey. Yamaha has a significant
presence in Asia, including markets in India, Singapore,
Taiwan, China, Malaysia, Indonesia, Thailand, South Korea,
and Vietnam. It is also present in Dubai, Russia, and

14

Promotional and Advertising
Australia, with a presence in 52 African nations. Yamaha
Motors is likewise worldwide, with manufacturing sites all
over the world. It seeks to obtain supplies locally in order to
reduce costs, which are then passed on to customers in the
form of lower pricing.
Yamaha's products essentially sell themselves, notably in the
musical instruments market, where it sells the bulk of the
world's pianos. It is the world leader in the market for guitars
and percussion instruments, and its goods are in high demand
due to their high quality at a reasonable price. Despite this,
Yamaha provides a plethora of sales promotion offers and
discounts on its musical items. The current commercial
campaign for Yamaha Motors' extreme sport power
equipment and automobiles is titled "Revs Your Heart." The
advertising is aimed at thrill-seeking adolescents who enjoy
adventure sports. Its previous campaign "Yes! Yamaha" was a
big success, with the phrase being associated with the firm.
By utilising conditioning, it was hoped to associate optimism
with the brand. As a result, the Yamaha marketing mix is
completed.

2.5.3 Operational Strategy

Yamaha has worked hard to provide goods and services that meet the different requirements
and wants of people all around the world. Its products and services are known across the
world for their outstanding quality in acoustics, design, technology, workmanship, and
customer service. These Yamaha-branded products and services are highly valued by a
significant number of professionals, institutions, businesspeople in linked industries, and
consumers.

Our corporate philosophies are embedded in our customer-oriented management and

operations; providing excellence in our products and services; continuous efforts to expand
our existing market and create new markets; long-term research and development
enhancement; commitment to care for end users through even better after-sales service;

15
pursuit of further globalisation of Yamaha's business; fostering positive growth through
diversification.

Yamaha's fundamental company goal is reflected in all it does: to contribute to the

improvement of people's lives all across the world.

3. Company Analysis.

In company analysis, the SWOT analysis is being used to identify the product’ strengths,
weaknesses, opportunities, and threats. It guides the company to maximize on the strengths,
fix the weaknesses, exploit fresh opportunities, and minimize risks. By conducting SWOT
analysis, it will help to analyze the organization's condition before implementing any new
plan or product.

3.1 Swot Analysis

Figure 4: SWOT analysis of Yamaha Corporation.

3.1.1 Strengths

Yamaha's primary strength is its superb brand reputation, which it has earned over the years
by producing high-quality and innovative goods. Their commitment to high-quality
craftsmanship, technical innovations, and product variety has resulted in a dedicated

16
consumer base. Yamaha's well-established distribution network and global presence are also
important assets that contribute to the company's long-term growth and reach. Furthermore,
Yamaha is frequently connected with several musicians and artists, which enhances their
brand image and reputation.

3.1.2 Weaknesses

Yamaha's diverse product portfolio is one of its key limitations. While it has the advantage of
catering to multiple consumer segments, it may also result in the firm overstretching its
resources and losing focus on particular product lines. Furthermore, with so many diverse
items, R&D investment might become a limiting issue in inventing and refining each product
area. Because of the company's reliance on the global economy, it is also exposed to
economic downturns, currency fluctuations, and political upheaval.

3.1.3 Opportunities

Yamaha sees new prospects in the constantly changing digital world, notably in the domain of
music technology. The firm has the ability to increase its product offerings by incorporating
the most recent breakthroughs in digital, artificial intelligence, and virtual reality
technologies into its musical instruments and equipment. Furthermore, Yamaha may focus on
expanding its reach and capitalising on rising demand for music and power sports equipment
in Asia, Africa, and Latin America. Collaboration with well-known artists and musicians can
help to strengthen Yamaha's brand domination and attract new clients.

3.1.4 Threats

In different market categories, Yamaha confronts stiff competition from other well-known
manufacturers. Companies such as Roland, Kawai, Korg, and Suzuki introduce revolutionary
items on a regular basis, providing a continual challenge to Yamaha's market dominance.
Furthermore, the company's stability, distribution networks, and future expansion are
threatened by the global economic climate, political tensions, and the current epidemic.
Another difficulty that Yamaha must overcome in order to preserve its competitive edge is the
necessity to comply with increasingly stringent environmental legislation and standards.

17
 4. Findings And Discussion

In this section, the problems and issues of the product will be discussed more in detail.
Besides, alternative solutions for each problem will be proposed to fix the weaknesses of the
product.

4.1 Findings.
4.1.1 Problems 1: Sound problems.

Acoustic guitars were used for both country and big band music, but it was particularly in the
case of the latter that they posed a problem. Simply put, they weren’t loud enough to be
clearly heard above the other myriad instruments. This is because an acoustic guitar is merely
composed of wood with a hole in the middle where the sound of the instrument is solely
produced by the echo sound in the hole. Acoustic guitars require amplifiers and pickup to
produce a powerful sound, although some acoustic guitars are made entirely of wood and do
not have an electrical system to enhance the sound. If the guitar has been damaged, the tone
of the guitar has been changed, causing the sound of the melody to shift and be unpleasant to
listen to.

4.1.2 Problem 2: Expensive equipment.

To obtain the optimum sound from a guitar, the buyer must purchase numerous pieces of
equipment, including a sound pickup, a different type of guitar, different strings, and
amplifiers, all of which cost a lot of money. Sedentary people must spend a lot of money to
enjoy the many sounds of music. For example, if I want to play rock music, I will need to
purchase an electric guitar, amplifiers, and a sound pickup. As a result, some creativity is
required so that customers may experience a range of music sounds on a single guitar, like
how keyboards are manufactured.

4.2 Discussions

Yamaha has to conduct some study on how to solve the guitar's sound difficulties. So
that there are no sound difficulties, contemporary technology must be employed in the
manufacturing of the guitar. The technology utilized in most guitars is largely classic sound,
with no electronics tied to the guitar. The instrument must be customised, and contemporary
technology must be installed, in order to remedy the sound difficulties. The need for
innovation is to enhance guitar sound systems and solve guitar sound difficulties.

18
 The manufacturer may also improve by designing a guitar that does not require a lot
of equipment, allowing the consumer to enjoy the music with only one instrument. For
example, the pickup sound of a traditional sound and a rock sound can only be changed on a
single guitar. This is due to the exorbitant expense of purchasing additional equipment only to
enjoy the distinctive sound of the guitar. Customers can save money if they do not need to
purchase additional items that they do not aware are needed or not.

5. Recommendation and Improvement.

In order to minimize the issue, a new alternative product solution will be suggested in this
section of case study.

5.1 Recommendations

Improving the user experience is critical for any product's success. Some suggestions
I have are that the manufacturer should enhance the product for user experience, such as
adding an audio device option to the guitar. The corporation should give a mobile application
or a device setting on the guitar so that the user may select the sorts of sounds that they like
and enjoy the sound that they want to play. It must ensure that it is simple to use and easy to
adapt for the consumer. As a result, guitar players no longer need to purchase multiple items
such as a sound pickup or various strings only to acquire different sorts of guitar sounds. The
tone may be changed simply by utilising the guitar's setup devices or apps.

Sound difficulties can also be solved by attaching amplifiers to the guitar. The user
does not need to purchase large and pricey amplifiers using this concept. The amplifiers must
be connected to the guitar, and the amplifiers may change the instrument's echo sound. So
one of the most common guitar concerns is that if the wood of the guitar is broken, the sound
will be bothersome. . And with this invention, even if the wood of the guitar is shattered, the
sound will not alter because the music is solely produced by the amplifiers. The sound levels
can also be modified.

5.2 Improvement.

19
 Figure 5: Illustration of Multi sound Guitar.

I try to make the product by using the audio setting devices on the guitar. The gadget
is crucial because the user can simply modify the sound that they choose on the guitar and
does not need to purchase additional equipment to enjoy different sounds such as rock sound,
country style sound, jazz sound, acoustic sound, and so on. There are various approaches to
do this through product development. The first step is to install the mobile application on the
guitar, which allows you to customise the sound of the instrument. The programme may also
tune the guitar and explore a number of music technologies using only the devices that have
been attached to the guitar.

The amplifiers have simply been attached to the guitar in the way that is seen in the
picture above. The amplifiers also assist customers in adjusting the sound levels of their
guitars. With this invention, users or guitar players no longer need to purchase amplifiers to
enjoy music, and acoustic guitar players may enhance the volume, unlike traditional guitars,
which cannot be altered the levels of the sound. The creation also can help the user enjoy the
music and can lower the budget of the product.

6. Conclusion

Finally, the case study of Yamaha Company and the guitar shows the connection between
technology and the music industry. Guitar technology has advanced greatly over the years,
improving our ability to perform, produce, and enjoy music. Technological improvements
have expanded the spectrum of sounds and playing styles available to artists, from
conventional acoustic guitars to current electric and hybrid guitars. Amplifiers and effects
pedals are now an essential part of the electric guitar experience. Musicians can sculpt their
tone and experiment with a broad range of sounds, from pure and flawless to damaged and

20
experimental. Guitarists may now reproduce the tones of antique amplifiers and effects with
surprising precision thanks to digital modelling technology. This technology is adaptable and
practical, enabling small, all-in-one solutions. Mobile applications and online resources offer
innovative ways for guitarists to learn, practice, and collaborate with others. These tools can
help beginners get started and provide experienced players with new challenges and
inspiration.

21
References

Brand and history. About Us - Yamaha Corporation. (n.d.-a).

https://www.yamaha.com/en/about/history/

Corporat E Profile - Yamaha Corporation. (n.d.).

https://www.yamaha.com/en/about/pdf/corporate_profile_2020_en.pdf

Yamaha Corporation - Global. (n.d.-b). https://www.yamaha.com/en/ir/publications/pdf/an-

2022e_single.pdf

Team, M. S. (2023, August 13). Yamaha Marketing Strategy & Marketing Mix (4PS).
https://www.mbaskool.com/marketing-mix/products/17283-yamaha.html

Yamaha: Business Model, SWOT analysis & competitors 2023. GITNUX. (2023, August 23).
https://blog.gitnux.com/companies/yamaha/

Guitar history: How the guitar has evolved: Musicians Institute. Musicians Institute
Hollywood. (2022, April 11). https://www.mi.edu/education/guitar-history-how-the-
guitar-has-evolved/

Bekhrad, J. (2022, February 24). The Electric Spark That Changed the guitar forever. BBC
Future. https://www.bbc.com/future/article/20190307-the-electric-spark-that-changed-
the-guitar-forever

22
Appendices

Figure 1: Toraksu Yamaha, Founder of Yamaha Music.

Figure 2: YAMAHA Logo.

Figure 3: YAMAHA Organizational Structure

23
 Name Product

Pianos

Keyboards

Strings

Guitar, Basses, & Amps

Brass & Woodwinds

Marching Instruments

24
 Drums

Percussion

Music Production

Table 1: Yamaha Music Product.

Figure 4: SWOT analysis of Yamaha Corporation.

Figure 5: Illustration of Multi sound Guitar.

25
26