The Toyota Marketing Strategy

Topics: Toyota, Toyota vehicles, Marketing Pages: 26 (5862 words) Published: April 6, 2010


1. Introduction

Navana Limited stands as the authorized distributor of Toyota cars in Bangladesh, so we have chosen them to make a successful marketing plan on Toyota cars. Our area of concentration was centered on the new model of Toyota Corolla-GLi. This is the latest car of Toyota Corolla that has been recently launched in Bangladesh by Navana Limited in November 2007 at Japan trade fair in Bangladesh. The brand name Corolla of Toyota is well known for producing cars for the common people but this car is an upgraded model of Corolla.


Company Profile

2. Company Profile

2a. Company Overview
Toyota Motor Corporation is a multinational corporation headquartered in Japan. Today, Toyota is the world's third largest manufacturer of automobiles. Providing the most reliable automobile for its customer is the Toyota’s specialty. Toyota Motor Corporation recently celebrated its 70 years both as a carmaker and half a century of selling cars in America. In 2007 Toyota sold 8.52m vehicles and its net income rose by 20% and become $14 billion. Moreover Toyota is aiming to sell 10.4m vehicles in 2009. In Bangladesh it is the most popular automobile company to the car user and it has almost 70% market share in our country. It is always interested to get the attention of the young generation, family people, working executives, service holders, business people, in one word all kind of people. “Its mission” is to predict consumer trends and create a lineup of cars and trucks to capitalize on them. Each professional is expected to spend time out in the field talking to car buyers. The Japanese have a name for it: genchi genbutsu - go to the scene and confirm the actual happenings. With Toyota, one thing has never changed that their commitment to the communities where they do business. Toyota spends over billions of billion on R&D, design, manufacturing, sales and marketing operations. Over the world they have sales /service offices, financial service offices, R&D centers, holding company, manufacturing facilities, design centers, Hino operation facilities, Supplier state etc. 2b. History

Kiichiro Toyoda, founder of the toyota Motor Corporation, was born in 1894. His father Sakichi Toyoda became famous as he inventor of the automatic loom. Inheriting the spirit of research and creation from his father, Kiichiro devoted his entire life to the manufacturing of cars, which was an unknown frontier at that time. In 1933, Toyoda Automatic Loom Works created a new division devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyoda. Kiichiro Toyoda had traveled to Europe and the United States in 1929 to investigate automobile production. After years of hard work, he finally succeeded in completing the A1 prototype vehicle in 1935. That was the beginning of the history of the Toyota Motor Corporation. Toyoda Automatic Loom Works was encouraged to develop automobile production by the Japanese government and Model AA passenger car was the first production model of Toyota in 1936.

Replica of the Toyota Model AA, the first production model of Toyota in 1936 Toyota Motor Co. was established as an independent and separate company in 1937. The company was founded by Kiichiro Toyoda as a spinoff from his father's company Toyota Industries to create automobiles. Toyota also owns and operates Lexus and Scion brands. Toyota is headquartered in Aichi, Nagoya and in Tokyo. In addition to manufacturing automobiles, Toyota provides financial services through its division Toyota Financial Services and also creates robots. 2c. Product Line of Toyota

Toyota operates in Bangladesh through Navana Group, under Navana Limited. The product line of Toyota’s brand new cars, that are marketed by Navana Limited and are available in Bangladesh are: 1. TOYOTA Yaris

2. TOYOTA Corolla GLi
4. TOYOTA Avanza
5. TOYOTA Rav4
6. TOYOTA...
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