379727820-Toyota-Marketing-Plan.docx - CIF1001 Principles...

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Table of Contents1.0 Executive Summary32.0 Introduction3-43.0 Mission Statement4-5CIF1001: Principles of MarketingSemester 2, Session 2017/2018Group 8 - MondayLecturer: Dr. Thinaranjeney ThirumoorthiMarketing Plan: Toyota (Group 8)Date of Submission: 7 May 2018Group MembersMatric NumberSangeetha A/P RavichandranCIA 160151Areefa Maisara Binti MahayudinCIB 170008Hong Chin HanCIB 170034Ding XiaoruiCIB 170718Chen XiaopingNEX170604
4.0 Situation Analysis4.1 Internal Environment4.1.1 Financial and non-financial results4.2 External Environment4.2.1 Competitive environment4.2.2 Economic environment4.2.3 Demographic environment4.2.4 Social and cultural environment 4.2.5 Political and legal environment4.2.6 Technological environment4.3 SWOT Analysis4.3.1 Strengths4.3.2 Weakness4.3.3 Opportunities4.3.4 Threats5-666-7777-8889-101010-11115.0 Marketing Objectives11-126.0 Marketing Strategies6.1 Target markets6.2 Product strategies6.3 Pricing strategies6.4 Promotion strategies6.5 Distribution strategies121314-1515-1616-177.0 Recommendations for Change178.0 References18-201.0 Executive SummaryToyota is a multinational automotive manufacturer headquartered in Japan. Starting from 1937, Toyota has now become the most valuable automotive brand in the world. To achieve the mission of “making ever-better cars and enrich lives of communities”, Toyota has built 15 R&D centers and 53 manufacturing companies covering 28 countries and regions all over the world, and it has been the largest vehicle manufacturer for the last five years. Besides automotive business, Toyota starts to expand its business and has made progress in other fields. 2
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).

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