2.5k words essay sample.docx - 1.0 Executive Summary In our...

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1.0 Executive SummaryIn our report, being spacious is one of Toyota’s strength under the “SWOT” analysis. It willprovide user with a more comfortable experience while on the go. The primary targetaudience is segment of earning $2500 and above which is the majority. The key positioningstrategy are fuel efficiency and affordability. The PLC stage of Toyota is currently in the maturity stage. Toyota uses value-based as theirmain pricing strategy since owning a car in Singapore is considered a luxury. Toyota’sintensity of distribution is exclusive since there are only 2 showrooms in Singapore. Toyotaimplemented the Vertical Market System (VMS). Toyota have the corporate VMS and thecontractual VMS with Borneo Motors as its franchisee. Toyota uses brand image, appealsand media execution as their common promotions tools. 2.0 Introduction2.0.1 Company BackgroundToyota was first founded by Kiichiro Toyoda in August 8, 1937 in Japan. The companyheadquarter is located in Toyota, Aichi Prefecture, Japan. Toyota Motor Company ownsLexus, Daihatsu and Hino Motors. Toyota offers a wide variety range of models such asCorolla Altis, Camry, Vios and more.Strengths are strong in research and development (R&D) and is the most valuableautomotive brand in the world. Toyota have a strong brand image worldwide for their fuelefficiency. The company have a total of 348,877 employees worldwide as of March 31,2016.However, the company lack of competence in autonomous vehicles. They are not doing wellin the China’s market. (Spittler, 2015)2.0.2 Product BackgroundCorolla Altis E170 is the eleventh generation of the Corolla series. It has a 1.6L 1ZR-FEengine with Dual VVT-I and Super CVT-i with 7-speed Sequential transmission. It alsofeatures more leg space and comfort for the driver and passengers with a larger interior.(Toyota, 2014) There aretwo variants to the model, Classic and Elegance. This is thestrength of the car as it has decent horsepower and comfortable interior.
The weakness of the product would be it faces fierce competition with other Japanesebrands such as Mitsubishi and Honda. The competitors have similar cars with similarspecifications and comfortoffered. Furthermore, Singapore has the COE policy which candeter potential customers to own a car. 3.0 Competitor’s AnalysisKeycompetitorsMitsubishiHondaMazdaTop productattributesElectric efficiencyReliabilityDiesel onlyKey targetaudienceMiddle classMiddle and upper classMiddle classPositioningstrategyFuel efficiencyFuel economyDesignProduct lifecycle stageMaturityMaturityMaturityKey pricingstrategyValue-basedValue-basedValue-basedMaindistributionstrategyCorporate Vertical Marketing System(VMS)Franchise Vertical Marketing System(VMS)Franchise Vertical Marketing System(VMS)Commonpromotionsmix/toolsTV advertisements, promotional activities, print media, social mediaTV advertisements, events, print media, sponsorshipTV advertisements, social media, events, sponsorship, print media4.0 Macro Analysis4.0.1 Political

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