Yamaha aims for its corporate goal, "Sharing Passion & Performance" through business centered on sound and music, providing various services and products including acoustic to digital musical instruments as well as PA equipment and AV products. We will further enhance our strengths as a comprehensive musical instrument manufacturer, boosting brand power to become a highly profitable enterprise.
Yamaha at a Glance
What Kind of Company is Yamaha?
History of growth
Since our foundation in 1887, we have aimed to contribute to the enriched lifestyles of people while centering our business on sound and music over 130 years.
1887- 1950's: Founding Period and Realization of Domestic Production
Company founder Torakusu Yamaha ventured into the domestic production of organs after being asked to repair an imported reed organ. Shortly thereafter, he began the production of pianos. In this way, Torakusu Yamaha laid the foundation for Yamaha's musical instrument business, which remains the Company's core business to this day.
1950's-1960's: Spread of Music Culture and Venture into New Businesses
With the desire to communicate the joy of music to a great number of people, Yamaha began efforts to popularize music. While spreading music culture, Yamaha began leveraging the technologies and sensitivities, cultivated through the development of musical instruments to develop new products, thereby expanding its business domains.
1960's-1970's: Major Leap as a Comprehensive Musical Instrument Manufacturer
Yamaha expanded its product domains to extend from acoustic musical instruments to digital ones and encompass various instrument types, such as strings, winds, and drums. By doing so, Yamaha became a globally unique and comprehensive musical instrument manufacturer involved in the production of a diverse range of musical instruments.
1970-1990's: Evolution of Technologies
Recognizing the need to develop electronic components on its own in order to improve the sound quality of digital musical instruments, Yamaha began the in-house manufacture of semiconductors. Yamaha's unique LSI helped the Company create a large number of original digital musical instruments and audio equipment, thereby driving a genuine trend of digitization. Also, Yamaha made use of its production technologies for musical instruments to commence its FA equipment and automobile interior wood components businesses.
1990's to present: New Value Provision through the Integration of Diverse Technologies
Combining acoustic and electronic technologies, Yamaha is working to revitalize demand through the development of new product lineups that combines the strengths of both technologies. In addition, Yamaha has included overseas companies under its corporate umbrella through M&A that will contribute to the future growth of its businesses.
Yamaha's various business centered on sound and music
Yamaha develops businesses on a global scale in three domains of musical instruments, audio equipment, and others (industrial machinery and components). We challenge business on new fields leveraging the technologies and sensitivities cultivated for over 130 years.
Yamaha's global network
Yamaha products can be seen everywhere around the world as a result of our active global expansion activities throughout 60 years. Currently, Yamaha is expanding its business on a global basis with direct operating locations in over 30 countries and regions. We aim for the further expansion through sales and music popularization activities that meets the needs of our customers in each region. In addition, we are currently progressing with the construction of new production plants in Indonesia and India, actively exploring the new market.
Our main global network
What are Yamaha's Strengths?
Global market leader in musical instrument business
The musical instruments business, Yamaha's core business boasts the No.1 share in the global musical instrument market. Especially, we have about 50% share for digital musical instruments market including digital pianos and portable keyboards, having overwhelming market presence against competitors.
Combining craftsmanship and technologies in the production
Throughout our many years of involvement in the production of musical instruments, we have fine-tuned our craftsmanship capabilities to create even better musical instruments. At the same time, we have amassed industry-leading technologies by scientifically researching each step of the production of the production process and making use of cutting-edge technologies. We maintain both these strengths at a high level and take steps to intricately meld them, and this represents the most important aspect of our production activities.
High level technology and developing products with distinctive individuality
As the world's largest comprehensive musical instruments manufacturer, Yamaha handle a wide range of instruments, which has enabled us to refine various kinds of technologies. One strength of ours that is particularly worth mentioning is the high level of technologies we possess in both the acoustic and electronic domains.
In recent years, we have place emphasis on the development of hybrid instruments that meld both acoustic and digital technologies. By leveraging and melding these technologies, we are developing unique products that only Yamaha can create, continue to add new values.
We are daily working on new technology development at Innovation Center, the world's cutting edge development and laboratory facilities on sound, which features the latest research and testing equipment.
Various contact points with customers
Yamaha's global network is centered on our own sales subsidiaries, whereas most of the competitors do their business through their local agencies, besides in large market. In addition to sales network, we have various contact points worldwide, such as artist relations centers, atelier, and PA equipment center (YDACC), where we can always make collaboration with world's top artists, music special educational institution and sound technicians. In addition to providing information on products and services, we create contents that will be a basis of products development and make development of music popularization activities understanding the local needs at these center, which in future may lead to creating demand. Yamaha aims to be a company where we can expand the collaboration system from customers to expertise.
Initiatives for SDGs
Through its business activities, the Yamaha Group intends to contribute to the attainment of the Sustainable Development Goals (SDGs), which have been established as common global goals. Moving forward, we will work to implement product and service development and business process improvement with an awareness of the goals and targets for each SDG. These efforts will reflect our sustainability priorities, such as music promotion activities to address Goal 4, "Quality Education", and sustainability procurement of timber to address Goal 12, "Responsible Consumption and Production", and Goal 15 "Life on Land".
For sustainable society and business
As one of environment initiatives, we are making researches on African Blackwood, a rare wood resource produced in the Republic of Tanzania, that has been used to manufacture musical instrument and have started the project of forest management and tree planting with community members. We are working on to construct business model for steady procurement of the African Blackwood as a material for musical instrument leading to development of sustainable society.
For creating enriched society and further market expansion
As one of social initiatives, we have been promoting the "school project" program in public elementary schools primarily in Asian regions, providing instruments, educational materials, and instructional know-how to public elementary schools in a packaged format, aiming to create enriched society and develop music culture. Currently, we have held this program at a more than 900 schools in four countries with above 124,000 students participating. We are also working to extend this program to different countries. This program aims children to experience the joy of musical instruments as well as to increase the population of playing musical instruments at emerging countries and to expand markets.
For sustainable improvement of corporate value
Throughout its long history, Yamaha has continuously pursued the ideal structure for corporate governance to meet the needs of the times and improve its corporate value in the future. In June 2017, we have transitioned to a Company with Three Committees (Nominating, Audit, and Compensation), to make clear separation between the oversight and execution of management, thereby strengthening management oversight functions and accelerating management execution. New structure consist of 9 members on the Board of Directors, including six outside directors. Going forward, we will aim further to enhance our corporate governance and sustainable improvement on our corporate value.