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BSBMKG417ASSESSMENT 3 – ProjectFernando Eiji Kimura – 201707042Project – In this Assessment I will apply marketing communication of my ownbusiness across a convergent industry. I manage the public sector of Toyota MotorCorporation which is a Japanese multinational automotive manufacturer headquartered inToyota, Aichi, Japan.Identify and evaluate tools and techniques from traditional sectors to theintegrated marketing communication environmentSince this is an annual market plan, it will be evaluated wholesomely at the end of theyear. However, there shall be quarterly evaluations in terms of projected sales, market sharegained and consumer confidence achieved for each quarter. Evaluation shall be in terms of:The market share gained; Volumes of sales achieved; Client feedbacks; Responses producedas a result of the marketing activities; whether positive or negative and the extent of each;New opportunities created and threat eradicated by the plan; Any changes in the salesconversion rates; Returns on investment; whether positive or negative.Create convergent tools and techniques suitable for use within a divergent mediaenvironmentThe tools and techniques to be employed by Toyota will include: Effective pricing ofproducts in order to be the preferred cost-effective automobile pre-cuts globally; Segmentingthe market according to various factors such as comfort or fuel consumption in order toensure that each market segment is catered for in terms of product availability;Manufacturing more customized motor vehicles to meet specific demands of specificmarkets; Consider effective global positioning relative to the other competitors to takeadvantage of the global efficiency gains; Using an effective promotional mix e.g.advertisement, public relations, personal selling in order to sensitize the consumer on the newand existing products. These would be through the mass media, internet, global radios andother media.
Create tools and techniques suitable for use within a customer-centricenvironmentToyota believes its success depends on maintaining the trust of dealers and customers,and it goes to extraordinary lengths to forge lasting relationships with them. Even on the