Organized teams that understand the parameters of an

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organized teams, that understand the parameters of an online campaign, Toyota can attract newcustomers, hence achieving this objective effectively.Marketing Goal B: To increase brand awarenessToyota has a widely known brand that is considered to be one of the most dominant.However, it is important that the company increases brand awareness, especially in internationalmarkets where there is low penetration of products. This helps to ensure that the products arevisible to a large number of potential customers. Objective B1: Increase media exposure by 3% within a period of 6 monthsOne of the most effective ways of increasing media exposure is by sponsoring publicevents, especially in targeted areas or in secondary markets. In international markets, Toyota canhost charity or public events such as golf tournaments. This provides the company with anopportunity to display the name and the logo of the company, hence attracting the attention ofpotential customers. Therefore, hosting public events lures potential customers into perceiving the companypositively. In addition, such events are likely to be attended by prominent figures such aspoliticians and business leaders as well as media sources who expand the reach of the company’sproducts.Objective B2: Increase positive attitude of consumers by 4% within a period of 2 yearsThis objective seeks to improve customer perception towards the brand. One way ofensuring that this is achieved is by maximizing customer satisfaction. This increases brand
TOYOTA MARKETING PLAN5awareness, through word-of-mouth marketing, an aspect that can help maintain a positiveattitude. Customer satisfaction can be attained by offering great customer service.Marketing StrategyToyota’s products are designed to garner the attention of both primary and secondarytarget markets. The criteria used to create designs range from capacity, exterior appearancewhich includes shape and color, as well as top speed. For instance, the company targets youngerand adventurous people using small, high-speed, two-seat cars, while big-five seat models areused to target family-oriented consumers (Thomas, 2001). Generally, Toyota’s segmentation strategy is consistent with its philosophy which states,“Right car in the right place”. Therefore, the company’s vehicles are designed according to thespecific target segment. Below are descriptions of Toyota’s primary and secondary targetmarkets.Primary Target MarketsWhile Toyota segments all the countries worldwide, hence identifying them as its targetmarket, the company indicates that US tops its priorities, since it is the biggest market. Thecompany considers US the main target market, since the country consumes approximately 30%of its products. Toyota’s product sold in the US range from US $10,000 to $30000 and above.

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