TOYOTA

Strategic Marketing Management: Toyota

Executive Summary

Toyota is the world's largest motor vehicle producer. The company is engaged in a wide variety of vehicle manufacturing form tucks to family cars. The company also launched its luxury vehicle Lexus and hybrid car Prius. Toyota corolla is the largest selling car in the world with more than 37.5 million cars sold since 1966. Ford is giving a tough time to Toyota in the UK market. However, in the rest of the world Toyota even outclass General Motors. Toyota Camera is the highest selling car in the US.

The company is basically following a transnational strategy for its production. It has more than 50 manufacturing facilities in 26 countries around the world, which manufacture vehicles for 170 countries. The production efficiency is very high; Toyota produces a car in every single minute.

The company positions its cars as fuel efficient hybrids. The global view 2011 is a 360 degree concern for the environment. This means the company believes that cars should be made in an environment which is environment friendly, and also cars should be made from material which can be recycled. The leading innovation technologies, high quality perception and its productive efficiency is a result of good decision making by its management.

The future market is characterized by tough competition from rivals such as Ford, Volkswagen, and GM. The future is hybrid cars, and smarter vehicles which can give efficient, safe and comfortable means of transportation.

Table of Contents

Introduction1

Question 12

Question 24

Question 37

Question 58

Strength10

Weakness12

Opportunities12

Threats13

Question 513

Question 614

Conclusion14

Strategic Marketing Management: Toyota

Introduction

Toyota Motors is the largest motor vehicle manufacturing company in the world. It produces much more vehicles than Ford, GM or Volkswagen. The company is known around the globe for its quality vehicles and innovative features. The company owns a very wide transnational manufacturing facility worldwide. This report presents Toyota as the leading motor vehicle producer and their marketing strategies, which enable the building of quality perception worldwide, and the positioning of its cars. This report further discusses the marketing environment of Toyota and how it plans to differentiate itself.

The marketing mix of the company is dissected to find the strategy, bring out the strength and weaknesses of the company. The profits of Toyota motors have been increasing since the year 2010. The reasons for this increase in profits and profit margins have been discussed. The relationship marketing of the company is also discussed in several places in this report. The future of motor vehicle industry is marked by fierce competition between the rivals, specially the Ford, GM, Volkswagen, and Toyota (Motor trade insider, 2012, n.d.). Other companies are looking of their share too, but they are of less concern as these three giant rivals. Their global presence gives them a competitive edge in perceived quality. Finally the suggestions have been given for Toyota motors to respond to the marketing changes in the automotive industry.

The data and figures used in this report are primarily taken from two commercial databases, Datamonitor, and ...