Intro should be only what it is and what does it offer (business intro that we are giving)
P2-i have to ask ben to hook me up with the marketing manager (that is get pie charts and data in a practical of the company)
TOYOTA- Manufactured in 1937, Toyota Motor Corporation is the biggest car manufacturer in the world and has factories in various countries. Toyota has its headquarters in Japan and is one of the worlds most profitable and successful car manufacturers. Toyota has around 51 manufacturing units in 26 nations across the world. Their innovative hybrid and environmental technology has made it the leader of the automotive industry. Toyota is trying to develop fuel cell technology, which will be incorporated in its future vehicles. It has dealerships all around the world and sells an array of vehicles like SUV’s, cars, hybrids and trucks. Their brand is associated with durability, quality, sustainability, safety, innovation and reliability.
The people of the country, with the ability to live affluent life, can afford to have vehicles in their possession with the high quality grade. The main car manufacturing companies are present in the country with their range of different level cars. The market leader is Toyota with their varied range of cars. There are others from Europe, Japan and Korea also. The prominent names are Nissan, Hyundai, Kia, Lexus, Isuzu, etc. Toyota always keeps its customer first and knows the importance of making its product available to the target audience. They sell their vehicles through dealerships and sales are made to costumers by the selling staff on one to one basis. toyota became the second largest two-carmaker company in the year 2003. Due to their innovative designs and heavy investments in promotional activities
Toyota uses different promotional strategies to increase their sales volume. They advertise themselves through radio, newspapers, television, yellow pages, flyers, billboards, Internet, word of mouth and brochures. They use catchy slogan to draw attention to their brand. It has been ‘Moving Forward’ since 2004; however, they have come with a new tagline in the US market – “Let’s Go Places”.
The mission statement of Toyota is “providing best customer experience and dealer support to sustain sustainable growth”. From its mission statement, it is clearly mentioned that Toyota main focus is on customer satisfaction and this thing encourage Toyota to provide high quality product with peaceful drive and leisure. (ukessays.com, 2015)
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Toyota marketing strategy=Toyota’s marketing budget has been consistently increasing after the global economic and financial crisis of 2007 – 2009 in line with overall tendency in automobile industry. Specifically, Toyota marketing strategy focusses on the communication of marketing message based on the efficiency of manufacturing and use of superb vehicles. A set of marketing communication channels such as print and media advertising, sales promotion, events and experiences, public relations and direct marketing techniques are used an integrated way in order to this message to the target customer segment.
Advertising
Print and media advertising is one of the core elements of Toyota marketing strategy. The company uses newspapers, magazines, TV and radio ads, as well as, billboards and posters to reach its target customer segment. As it is illustrated in Figure 7 below, in the US alone the volume of advertising spending of the company reached USD 2.09 billion in 2014 and the largest proportion of this amount, USD 959 million was spent to produce and broadcast TV ads.
The graph illustrates Toyota’s car sales from the fiscal year of 2014 to the fiscal year of 2018. Worldwide, Toyota sold around 10.4 million vehicles in the fiscal year that ended in March 2018.
For three years in a row, Toyota has been the largest automaker in the world, based on calendar year sales figures.
Number of Registered Vehicles and Market Share
1950-1975
Unit=one vehicle; Market share %
Year Passenger cars Trucks ; buses Total Market share (excluding minivehicles)
1950 548 8,680 9,228 34.4
1951 1,718 8,408 10,126 35.9
1952 2,102 12,262 14,364 38.6
1953 3,530 11,353 14,883 30.5
1954 4,217 16,551 20,768 33.3
1955 7,055 15,185 22,240 34.5
1956 11,938 31,613 43,551 41.5
1957 18,666 52,742 71,408 44.7
1958 20,728 54,512 75,240 44.2
1959 27,876 62,268 90,144 38.9
1960 39,011 88,433 127,444 37.0
1961 65,506 110,737 176,243 35.4
1962 75,592 131,959 207,551 35.2
1963 118,614 168,619 287,233 36.4
1964 158,326 210,874 369,200 35.7
1965 197,679 212,171 409,850 35.1
1966 245,517 237,474 482,991 32.9
1967 354,435 300,306 654,741 34.0
1968 452,622 354,590 807,212 35.4
1969 637,348 403,596 1,040,944 38.4
1970 706,962 403,486 1,110,448 39.0
1971 780,802 388,648 1,169,450 40.2
1972 927,085 439,542 1,366,627 39.9
1973 1,073,217 491,484 1,564,701 39.2
1974 885,114 381,298 1,266,412 40.4
1975 1,065,943 376,576 1,442,519 38.7
Source: “APPENDICES, TOYOTA A HISTORY OF THE FIRST 50 YEARS” (for the data before 1976)
1976-1990
Unit=one vehicle; Market share %
Year Passenger cars RVs Total of all passenger cars ; RVs Trucks ; buses Total Market share (excluding minivehicles) Market share (including minivehicles)
1976 898,673 29,124 927,797 378,060 1,305,857 37.6 31.8
1977 892,501 47,727 940,228 363,071 1,303,299 37.0 31.1
1978 1,081,919 62,337 1,144,256 368,768 1,513,024 38.2 32.3
1979 1,142,426 89,483 1,231,909 379,358 1,611,267 37.5 31.3
1980 1,064,241 101,496 1,165,737 328,733 1,494,470 37.3 29.8
1981 1,098,088 95,960 1,194,048 298,756 1,492,804 38.3 29.1
1982 1,173,850 77,371 1,251,221 272,565 1,523,786 38.8 29.0
1983 1,247,610 81,574 1,329,184 269,454 1,598,638 40.2 29.7
1984 1,274,910 83,031 1,357,941 266,068 1,624,009 40.8 29.9
1985 1,322,893 95,558 1,418,451 265,043 1,683,494 41.8 30.3
1986 1,382,609 112,210 1,494,819 259,165 1,753,984 42.8 30.7
1987 1,453,833 132,277 1,586,110 289,601 1,875,711 43.2 31.2
1988 1,633,227 158,081 1,791,308 328,965 2,120,273 42.7 31.5
1989 1,760,966 207,477 1,968,443 340,420 2,308,863 41.5 31.8
1990 1,893,462 262,735 2,156,197 348,094 2,504,291 41.9 32.2
1991-2011
Unit=one vehicle; Market share %
Year Passenger cars RVs Total of all passenger cars ; RVs Trucks ; buses Total Market share (excluding minivehicles) Market share (including minivehicles)
1991 1,728,403 285,212 2,013,615 341,741 2,355,356 41.0 31.3
1992 1,576,484 348,466 1,924,950 306,167 2,231,117 41.8 32.1
1993 1,473,053 324,242 1,797,295 268,392 2,065,687 42.3 31.9
1994 1,426,385 351,008 1,777,393 263,177 2,040,570 41.5 31.3
1995 1,403,594 373,572 1,777,166 282,959 2,060,125 40.0 30.0
1996 1,346,166 503,591 1,849,757 285,519 2,135,276 39.7 30.2
1997 1,245,681 501,232 1,746,913 259,036 2,005,949 39.2 29.8
1998 1,062,224 450,522 1,512,746 198,291 1,711,037 39.4 29.1
1999 1,077,447 403,227 1,480,674 183,726 1,664,400 41.7 28.4
2000 1,160,469 425,127 1,585,596 186,065 1,771,661 43.2 29.7
2001 1,091,858 443,916 1,535,774 179,378 1,715,152 42.2 29.0
2002 1,028,887 493,546 1,522,433 158,046 1,680,479 42.4 29.0
2003 899,333 629,813 1,529,146 186,762 1,715,908 42.6 29.4
2004 968,085 609,836 1,577,921 181,703 1,759,624 44.4 30.1
2005 942,717 575,832 1,518,549 195,656 1,714,205 43.6 29.3
2006 922,705 569,060 1,491,765 200,488 1,692,253 45.5 29.5
2007 906,092 503,753 1,409,845 177,490 1,587,335 46.2 29.6
2008 841,427 475,932 1,317,359 152,684 1,470,043 45.7 28.9
2009 799,974 466,100 1,266,074 109,435 1,375,509 47.1 29.8
2010 972,620 475,852 1,448,472 117,685 1,566,157 48.5 31.6
2011 709,245 370,443 1,079,688 121,288 1,200,976 44.4 28.5
*
Units include both Toyota and Lexus sales.
*
2011 includes sales of 6,308 minivehicle units.
• Products, Technology
• Production, Production Engineering, Logistics and Purchasing
• Sales
o Sales Volume
? Sales Volume in Japan
? Sales Volume Overseas
o Activities by Region
o Dealerships in Japan, Overseas Distributors
