Marketing Plan of Toyota

Topics: Toyota Prius, Toyota, Hybrid electric vehicle Pages: 14 (4579 words) Published: May 22, 2010
1. Executive Summary

Toyota Motor Corporation Australia (Toyota, Australia) which deals with a wide range of car segments has manufactured the Prius Car in the automotive industry which is one of the best hybrid synergy drive in today business environment. And provide a competitive advantage to other business by achieving and environmental friendly car and providing the best efficient fuel system. The report begins with the introduction of the company where brief background information on the company and discussion of the market in which the Toyota Company operates is explained. A current Situation Analysis is conducted which gives a better understanding of Toyota, its different products, competitors and different environments in which it operates. After considering the internal and external environment a SWOT Analysis is conducted which tells us the strengths, weakness, opportunities and threats of the business environment. On the basis of these factors the critical issues are identified and marketing objectives and strategies have been defined. Towards the end a recommendation of change and implementation plan has been developed to improve the product. The report contains different graphs which show the current position of the company and the performance of the product in the current market.

2. Table of Contents

1.Executive Summary2
2.Table of Contents3
4.Mission Statement5
5.Situation Analysis6
a.Internal Environment6
ii.Financial and non-financial situation6
b.External Environment9
ii.Competitive environment9
iii.Economic environment9
iv.Demographic environment10
v.Social and Cultural environment11
vi.Political and legal environment11
vii.Technological environment12
c.SWOT analysis13
d.Critical issues14
6.Marketing Objectives15
7.Marketing Strategies16
a.Target Markets16
b.Product strategies16
c.Pricing strategies17
d.Promotion Strategies17
e.Distribution Strategies17
8.Recommendation for Change18
9.Implementation Plan19

3. Introduction
Toyota Motor Corporation Australia (Toyota Australia) is one of the Toyota Japan’s global manufacturing centres which deal with manufacturing vehicles. It is the largest automotive companies of the world. It provides long term commitment to the different domestic and export markets. Toyota Australia head office and manufacturing activities are based in Melbourne. While the sales and marketing operations are based in Sydney. Toyota, Australia employees over 4500 people and more than thousands are employed for its suppliers and retailing networks. Toyota Australia locally built cars like Camry and Aurion. And it imports a wide range of passenger, 4WD and commercial vehicles including Corolla, LandCruiser, Yaris, Tarago, Kluger, HiAce, RAV4, HiLux, Prado and the revolutionary hybrid model Prius. In addition to this it also distributes and sells the luxury Lexus brand of vehicles. ‘Toyota is Australia's largest vehicle exporter and in 2008 exported 101,668 cars to over 20 countries worldwide. This strong export drive contributed over $1.9 billion dollars (including parts and accessories) in revenue for Toyota Australia in 2008. Cited on Toyota Website at <> Toyota’s Australia parent company, Toyota Motor Corporation (TMC) is Japans largest automotive companies in the world. It was established in 1937, Toyota Group manufactures different kinds of automotives across 27 countries and regions throughout the world. And its vehicles are sold in more than 170 countries and region under different brand names like Toyota, Lexus, Daihatsu and Hino. Toyota Australia leads the automotive industry with respect to the environmental technologies with the success of the hybrid technology used in Prius....
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