Toyota Corporation

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Running Head: MARKETING PLAN

Introduction The Toyota Corporation has a unique business philosophy, even in the hard times of the economy they stand up and out for their employees and their business processes. Toyota’s mission statement is "To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America" (Toyota.com, 2011). They have exceeded in their mission to do this as well as in their vision to be the most successful and respected car company in America. In this document we will discussion in detail the business goals and objectives of the Toyota Corporation which fall under their philosophy also known as the “Toyota Way”. We will also explain our marketing objectives to meet the business goals and objectives of the company’s plan, a customer profile, as well as the tactical marketing strategies that we will use to implement the marketing plan.
Business Goals & Objectives of Toyota One of the most important principles of the Toyota way is that long-term goals should take precedence over short-term profits. Toyota believes that as long as they continue to invest in long-term research, development, and in their people that they will have met their business goal of maintaining their unique business philosophy. This is also why they make such a deep long-term commitment to the environment. Their other objective is their single-minded focus on quality. The business goal of maintaining quality assurance and their commitment to quality is also strongly upheld. Employees’ of Toyota have the right to stop production in order to address a question of quality. “Toyota aims to achieve long-term, stable growth in harmony with the environment, the global economy, the local communities it serves, and its stakeholders Internal Environment” (Hiroshu, 2003). Other goals identified for Toyota are as follows, “Achieve market supremacy by providing excellent service and innovative products for Toyota



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