This marketing plan focuses on analyzing Toyota’s internal environment, mainly financial and non-financial results, and external environment, including competitive, economic, demographic, social and cultural, political and legal, and technological environment to help us make a SWOT analysis, enabling us to have a deep vision about Toyota’s internal strength, weakness and external opportunities and threats. In addition, we will set up Toyota’s marketing objectives. Based on these objectives, a comprehensive marketing strategies mix will be provided, which will involve target markets, product, pricing, promotion and distribution strategies. Lastly, we will give some recommendations about which aspects Toyota could change in order to achieve its marketing strategies and sustain long-term development.2.0 IntroductionToyota Motor Corporation is a Japanese automotive manufacturer founded in 1937, headquartering in Aichi, Toyota City, Japan, with 364,445 employees worldwide. Toyota is one of the most successful companies in the world, ranking top 5thin the Global 500 list (Fortune), top 8thin the World’s Most Valuable Brands (Forbes) in 2017, and top 30thin the 2017 BrandZTM Top 100 Most Valuable Global Brands ranking (BrandZ). For the year ended March, 2017, the total vehicle production was up to 8,975,509, total vehicle sales were 8,970,860, and net revenues 27,597.1 billion of yen (Toyota annual report, 2017).