In the us toyota targets lower and middle income

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In the US, Toyota targets lower and middle income earners through the economy classcars, while luxury cars such as Lexus are used to target the higher income earners. There is adifferent class of products that target consumers based on their level of consciousness. Forexample, the Prius is a car that targets consumers who are environmentally conscious and thosethat value family, safety and quality, among others. Therefore, such Prius hugely targetsconsumers who mainly want to save on gas consumption (Barcelona, 2014).
TOYOTA MARKETING PLAN6The Toyota Company also targets US citizens who are in need of a vehicle that is highlyfunctional and at the same time is suitable for recreation. An example of such a car is the Tundra.The Lexus, on the other hand, targets individuals who are “classy” and more sophisticated. Inother words, the Lexus is considered a car for people who are conscious about style, comfort,status, and luxury. The Lexus is also a suitable car for consumers who are more concerned about security,safety, prestige and family, and they need these aspects presented in a stylish manner. Lastly,Toyota manufactures trucks for people who need them for professional purposes or those whoneed them, simply because they are truck lovers.According to Funaru (n.d.), by 2007, Toyota had managed to grasp the title of a worldleader in terms of car sales. The US significantly contributed to Toyota’s first position, mainlybecause the country shows great interest in Toyaota’s fuel-efficient and environmentally friendlyvehicles. Besides, in 2008, Toyota sold more vehicles than General Motors (GM), which hasbeen America’s auto industry leader for more than 76 years.Secondary Target MarketThe major secondary markets of Toyota include Canada, EU, Australia, China, India, andIndonesia; however, there are other international markets. Product StrategyToyota uses various strategies in order to successfully capture the attention of targetmarkets. Generally, the product strategy of Toyota focuses on providing high quality products,based on emerging innovative technology and research. Creativity also part of Toyota’s productstrategy, and so is hard work. “KAIZEN” is one of Toyota’s most implemented product strategies(Funaru, n.d.). The strategy was created through the collective efforts of Japanese specialists.
TOYOTA MARKETING PLAN7As an integrated product strategy, KAIZEN is used to manage and improve Toyota’sbusiness activities, hence aiding in monitoring the parameters of productivity andcompetitiveness by involving all staff members (Funaru, n.d.). This helps to ensure that productquality is achieved. In other words, KAIZEN is a product strategy that represents continuousimprovement, a concept that is used to attain a high level of product quality.

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