Analysis of toyotas marketing strategy

Holweg notes that Audi faced a similar problem with its models in the s.

Analysis of toyotas marketing strategy

The Japanese company sold The situation became even worse when Toyota experienced massive recalls, especially in the U. After the recalls, President Akio Toyoda had even temporarily halted expansion to focus on quality control, worker training and enhanced efficiency at existing plants.

It seems that Toyota learned its lesson and is ready for further growth. Actually, the recent announcement of an ambitious plan to produce almost only hybrid and fuel cell cars by might be the herald of a new age for the company. Toyota surpassed its competitors by insisting on the engagement of all of its employees rather than only specialists in the process of improvement.

In fact, each employee has the ability to address the problems which occur in factories and even stop production lines in the case of equipment malfunction, quality issues, or late work.

Nine billion dollars per year means more than one million dollars per hour, which is more than any other company in the world. Needless to say, the results of this vast amount of investments can be observed in the growing number of global patents, which foreshadow more innovation coming from this famous brand.

Toyota — environmentally-friendly approach The company already has already had a major impact on alternatives to the gasoline-powered market by producing other vehicle types including hybrids, pure electrics, and fuel cells. Toyota has outpaced its competitors and other famous brands and has been crowned as the leading Global Green Brand.

Last year, the company was ranked number one among Green Brands by the Interbrand Survey. This dominance began with the Prius campaign in when Orlando Bloom and half of the celebrities in Hollywood arrived at the Oscars in Toyota Prius cars. This made a very big impact on American society, and since then the importance of hybrid-powered cars has continually increased.

When the first Prius hit the road init was considered a niche. As of the end of last year, Toyota has sold more than 2 million Prius hybrids in the U.

Analysis of toyotas marketing strategy

This success is effectively supported by dealerships in countries and more than 50 factories in over 25 countries and regions. This is a solid basis for further expansion in the hybrid car market, as well as a great starting point in the battle for the title of leading company in the world of futuristic cars.

Toyota overtook GM in and has held the No 1 position every year exceptwhen a tsunami in northeast Japan disrupted production and allowed GM to retake the lead. This natural disaster revealed the biggest weakness of the company, which is a vulnerability of its supply chain. Drawing on this experience, Toyota has begun to monitor more closely factories with which it cooperates.

Nowadays, in the case of any threat to a component which lacks an alternative, Toyota encourages the suppliers to diversify production locations or choose a different part to produce.


The second most important threat but not less severe for any carmaker is the risk of a decline in its reputation and potential lawsuits as a result of serious safety scandals.Entrepreneurs and businessmen must constantly examine their competitors to provide greater customer value and satisfaction than them.

A good marketing strategy is incomplete without a competitor analysis and businesses must make sincere efforts in gaining a strategic advantage against their competitors in today’s market.

In fact, its marketing strategy – segmentation, targeting, and positioning is nurtured by its variety of offers and product attributes. Further, it has designed its market strategy at different levels – global level, regional level, and national level based on the assessment of customer needs and choices.


Sunday, 13 March 2011

EXECUTIVE SUMMARY This report provides a discussion and analysis of the Supply Chain and distribution network of Toyota, identifying its key characteristics for success within the Supply Chain context and make recommendation for improving key aspects of business processes or .

Green Innovation Toyota's approach to future transportation focuses on developing technologies to meet the world's mobility needs sustainably.

We deployed hydrogen fuel cell vehicles as part of a national demonstration program because we believe hydrogen holds great potential as a clean, renewable fuel. Market analysis in the Marketing strategy of Toyota –.

Volatility in oil prices, currency exchange rate, increasing the bargaining power of customers and suppliers, rising labour costs, rising infrastructure costs, and government regulations are some of the factors affecting the operation of the companies in the automotive market.

Toyota’s marketing mix (4Ps) determines the company’s strategies for its product mix, place or distribution, marketing communications or promotional mix, and current global success partly indicates Toyota’s effectiveness in implementing its marketing mix.

Toyota’s Products (Product Mix).

Marketing Management SWOT Analysis Toyota - Dissertation Blog