Course Hero Logo

MKT REPORT ASSIGNMENT 1 (6).docx - FACULTY OF BUSINESS...

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 1 - 5 out of 12 pages.

FACULTY OF BUSINESS MANAGEMENTDEGREE IN ADMINISTRATION OF FINANCE (BA242)PRINCIPLES AND PRACTICE OF MARKETINGMKT420GROUP ASSIGNMENT 1: CASE STUDY SEGMENTATION, TARGETING, AND POSITIONINGGROUP: BA2421ANIK NUR NADHIRAANIS SAHILANURUL AIN NAJIHAHMUHAMMAD HAKIMBINTI NIK NAHARBINTI MOHD FAUDZIBINTI MUHAMMAD AMRANBIN ABD WAHAP2021888676202161785420214648282021899318PUTERI NUR ALIAH IRWAYUMUHAMMAD FARITHNUR ZULAIKHA BINTIBINTI SABARUDINISKANDAR BIN ASLIZAMMUHAMMAD JOHANNHARIZ202147118620214768582021823528TABLE OF CONTENT1
NOTOPICPAGE1INTRODUCTION32MARKET SEGMENTATION-Demographic-Psychographic-Behavioral-Geographic4-53MARKET TARGETING-Undifferentiated-Differentiated-Niche marketing-Micromarketing6-74MARKET POSITIONINGBrand attributesCompetitor attributesPriceConsumer perceptionConsumer expectation8-95CONCLUSION106REFERENCES11INTRODUCTION2
Toyota Motor Corporation is a Japanese Multinational automobile company founded in1937 by Kiichiri Toyoda. Based in the United State, General Motors has grown to become theworld’s largest car manufacturer. Toyota is the parent company of several automobile firms,including Daihatsu, and Lexus. Toyota established Panasonic Toyota Racing, a Formula OneTeam. Next, Toyota is the world’s top carmaker in terms of units and net sales, selling 8-8.5million vehicles worldwide each year. Since December 2019, the corporation has been theworld’s largest automotive company by revenue with 364,445 employees ( as of 2017). Basedon yearly unit sales in 2018, it is Japan’s largest automaker and the world’s second-largest afterVolkswagen.MARKET SEGMENTATIONDemographic Segmentation3
The most popular factor that Toyota implements is Demographics. Variables fordemographic segmentation are Age, family size, income, occupation, and generation. First,Toyota generates their product for the range of age between 20 to 50 above because commonlythey have their own different choices. Next is family size. To satisfy consumers’ needs, Toyotaproduces different sizes of cars such as the Vellfire, which is suitable for a capacity of 6. ToyotaVios fit 4 passengers, and Yaris is for 2 to 3 people. Furthermore, Toyota manufactures its carsto a group of middle-range income. Vellfire has been categorised as class A for MPV with aminimum income of RM9,600 a month. Likewise, those with an income of RM5,600 a month canafford the class B, Toyota Innova. Meanwhile, Toyota the occupation categorised according tomiddle-range income. Toyota Camry and Corolla for businessmen, employers take normalsedan cars such as Vios and Yaris, for working-class people, Toyota produces Hilux and Hiacevans. Lastly, Generation. Toyota built their product for the 3rd generation along with the highfeatures that they present.Psychographic SegmentationPsychographic segmentation is how marketers learn to position their products so thatcompatible customers can discover them. It’s how Toyota finds the right customer match basedon customer attitudes and lifestyles, values and personality.Firstly is a lifestyle.The lifestyle of

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 12 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Fall
Professor
student
Tags
Marketing, Toyota Motor corporation

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture