Running head: BRAND ASSESSMENT PROJECTBRAND ASSESSMENT PROJECTPresented toDeanna DaviesProfessor, School of BusinessSt. Lawrence CollegePrepared byHasan AlhayikSchool of BusinessSt. Lawrence CollegeJanuary 31, 2019
BRAND ASSESSMENT PROJECT1“We’re in the business of making great cars and trucks. But we also work every day to applyand share our know-how in ways that benefit people, the community, and our planet in order tobuild a better tomorrow.”[ CITATION Toy19 \l 4105 ]. Everyone knows Toyota as one of theworld's largest companies, and most drivers are familiar with high-quality cars from Toyota.However, how Toyota was able to achieve this success and maintain it. How Toyota was able tosurvive environmental disasters and economic crises every time. Why Toyota can meet theneeds of markets around the world in a timely manner. Answers these questions and more willbe in the following report. This report will contain company background and brief history,consumer analysis, Toyota SWOT analysis, marketing mix analysis, and brand’s future.Company Background and History of ToyotaAlthough the Toyota Motor Corporation hires more than 330,000 people and stands as oneof the largest companies in the world by revenue, Toyota's start was very modest. Toyota beganas a manufacturer of textile loom. In 1933, Sakichi’s son, Kiichiro Toyoda started manufacturingthe A1 and G1 model cars in a department within his father's factory. By 1937, the automobileproduction department had become an independent company. During World War II, Toyota hadto stop its cars production. By the 1950s, Toyota was back in operation. To gain marketcompetitiveness, Toyota began a study of American automobile manufacturers because of thetechnical and economic superiority of the United States. Toyota Motor Sales, U.S.A., wasestablished in 1957. During the 1960s and 1970s, Toyota expanded rapidly and began exportinglarge numbers of cars to overseas markets, and Toyota acquired companies such as Hino MotorsLimited. In 1984, Toyota started U.S. production where Toyota and General Motors workedtogether to create the New United Motor Manufacturing, Inc., in California. Toyota started its
BRAND ASSESSMENT PROJECT2luxury brand which was named Lexus in 1989 and developed Prius the first hybrid car in theworld, in1997. By 2003, Toyota targeted younger buyers with a new brand which is Scion. Toyotafaced considerable financial challenges, such as lower sales resulting from the 2008 globalfinancial crisis and the international safety recall of millions of vehicles in 2010. Today Toyota isone of the largest car manufacturers around the world. Toyota has over 600 subsidiarycompanies and distributors who cover most of the world. In addition, Toyota has other brandslike Lexus and Scion and operates Daihatsu and Hino Motors because it owns a majority stake inthem[ CITATION Aak18 \l 4105 ].
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