Lexus Brand Management

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Brand Management
Part 1

Lecturer: Francesco P. Veneziano

Submitted by: Neyn 002FM005 11th June, 2008

Page 1

Contents
Introduction Executive Summary The Company
History Milestones Locations over the world

Page 3 Page 6 Page 9
Page 9 Page 13 Page 17

Actual Marketing
Marketing mix (4ps) SWOT, PEST analysis of the company Brand Strategy Doctrine

Page 18
Page 18 Page 28 Page 36

Financial (3 years)
Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007) Cash Flow Sheet (2005 / 2006 / 2007)

Page 39
Page 39 Page 41 Page 42

Ratio Analysis

Page 43
Page 2

Introduction

Why I am doing this project? As a student who is learning fashion marketing and management, the most important thing to learn about this subject is to understand the marketing mythologies and strategies. The objective for me to do this project is to demonstrate my cumulative research abilities in international fashion marketing in order to facilitate organized methodological inquiries carried out to provide information for solving fashion marketing challenges and making marketing decisions.

Meanwhile, it’s also my aim that if I can develop my capabilities in some other aspects, such as:

• Undertake, develop and implement a fashion marketing project from conceptual stage to final presentation. • Work within budget and scheduling constraints. • Formulate financial and business assumptions. • Demonstrate comprehensive knowledge of the sources and collection of data through secondary data sources, survey methods, and instruments for respondent communication, observational studies and experimentation. Page 3

• Demonstrate comprehensive knowledge of data preparation and preliminary analysis, hypothesis testing, measures association, multivariate analysis, synthesis the data collected by analysis, presentation of data and presenting results through. • Exhibit a high level of capability and demonstrate a comprehensive understanding of my specific area of focus and its professional practice, with particular references to cultural, social, and marketing patterns. • Argue clearly in defense of my chosen direction and thoroughly justify my marketing recommendations and decisions. • Exhibit a high standard of professional competence.

Page 4

The Company

Brand Image Lexus
Lexus is a Japanese brand name used by the Toyota Motor Corporation for such export markets as North America, Middle East, Europe, Africa, Latin America, Asia and Oceania, for luxury automobiles.

Established in the early 1980s and launched in 1989, the Lexus marque soon became associated with quality, luxury and superior customer satisfaction. The brand reputation grew quickly until, barely a dozen years after its founding, Lexus became America's best-selling line of luxury motor vehicles.

Lexus was inspired by the success of the Toyota Supra sports car and the luxury Toyota Cressida models. Both the Supra and Cressida were rear wheel drive cars with a powerful 7M-GE/7M-GTE engine. The first Lexus-badged models, the V-8 powered LS 400 and the smaller, Toyota Camry-based ES 250, appeared in 1989.

History
Brand The Lexus marque was launched in the United States in 1989, followed by the UK and Australia in 1990. An image consulting firm presented a list of 219 names, from which Vectre, Verone, Chaparel, Calibre and Alexis were top candidates. While Alexis quickly became the front runner (possibly due to the association with the Alexis Carrington character on the popular 1980s primetime drama Dynasty) and later morphed to Lexus, the name has been attribut ed to the combination of the words "luxury" and "elegance." According to Toyota, however, the name had no meaning and was just meant to be pleasing and easy to remember. Just prior to the release of the first vehicles, the database service LexisNexis obtained a temporary injunction forbidding the name Lexus from being used as they stated it might cause confusion. Upon...
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