Toyota Motor Coprporation Marketing Report Marketing Essay

Executive Summary

Toyota is a transnational company with its central offices based in Japan and is a planetary leader in auto fabrication, along with a figure of subordinates. It besides operates in fiscal and other concern sectors.

Figures in Datamonitor ( 2010 ) indicate that the company recorded grosss of JPY20,529,570 million ( $ 205,295.7 million ) during the fiscal twelvemonth ended March 2009 ( FY2009 ) . This was a lessening of 21.9 % compared to FY2008. These beginnings ( 2010 ) noted that this had resulted from a lessening in auto and parts gross revenues, plus the inauspicious impact of foreign currency fluctuation rates related to the planetary economic downswing over the past twelvemonth.

Datamonitor ( 2010 ) and King ( 2010 ) stated that the operating loss of the company for the fiscal twelvemonth 2009 was JPY461,011 million ( $ 4,610.1 million ) during FY2009, as compared to runing net incomes of JPY2,270,375 million ( $ 22,703.8 million ) in FY2008. The net loss was JPY436,937 million ( $ 4,369.4 million ) in FY2009, as compared to net net incomes of JPY1,717,879 million ( $ 17,178.8 million ) in FY2008.

This study will include a full market analysis and a set of strategic recommendations to procure Toyota ‘s short, medium and long term hereafter.


Company Overview

Datamonitor ( 2010 ) confirms that Toyota Motor ( Toyota ) is the universe ‘s largest car maker. Established in 1937, Toyota has diversified and is engaged in the design, industry, assembly and sale of autos, trucks and related parts and accoutrements together with supplying finance to traders and their clients for the purchase or rental of vehicles. Toyota ‘s one-year study ( 2009 ) indicates that fiscal services cover retail funding and leasing, recognition cards, lodging loans and insurance services. Other concern sections covered by Toyota include transport systems, information engineering and communications, lodging, Marine, biotechnology and e-TOYOTA.

Toyota produces both conventional and intercrossed vehicles which sell under

Toyota, Lexus, Hino and Daihatsu trade names. Datamonitor ( 2010 ) advises that

together with its affiliates, Toyota produces autos, parts and other constituents through more than 50 fabrication companies in 26 states and parts.

Datamonitor ( 2010 ) states that entire gross revenues for the fiscal twelvemonth stoping March 2009 was 7,567,356 units as compared to 8,913,939 by the terminal of the fiscal twelvemonth 2008. Out of the entire gross revenues, the company sold 2,212,254 vehicles in North America ; 1,944,823 vehicles in Japan ; 1,061,954 vehicles in Europe ; 904,892 in Asia ; and staying 1,443,433 vehicles in other states.

After settling a labor work stoppage in 1950, Toyota Motor Company executives visited Ford Motor Company the United States and this later laid the footing for Toyota ‘s doctrine. Employees and direction would work together to derive growing and success nationally and internationally. Toyota foremost summed up its doctrine, values and fabricating ideals in 2001, naming it “ The Toyota Way. ” Liker ( 2004 ) states that these 14 direction rules and behaviors underpin the company ‘s managerial attack and production system which cover two principle countries covering uninterrupted betterment and regard for people.

Key Facts

Head Office Address

Toyota Motor Corporation

1 Toyota-Cho,

Toyota City,

Aichi Prefecture 471-8571,



0081 565 28-2121


0081 565 23 5721

Web Address

hypertext transfer protocol: //

Gross / turnover

( To nearest 100m A? )

209.4. This is in Nipponese Hankering

Fiscal Year End




Beginnings: ( 2010 ) ; Datamonitor ( 2010 ) and Toyota Motor Company web site ( 2010 )

Mission and Aims

2.3.1 Mission

Toyota ‘s mission statement is “ Make Better Cars and Contribute to Society ” . The company focuses on bring forthing high quality points that are better for the environment whilst still appealing to a planetary consumer.

Established in 1990 and revised in 1997, Toyota has seven steering rules that their vision and philosphy are based upon. These relate to persuing planetary growing through advanced direction, esteeming civilization and imposts of every state to enable economic and corporate activities in communities.

The message from top managment on the Toyota ‘s web site ( 2010 ) affirms that the company seeks harmoniousness with people, society and the environment. Akio Toyoda ( 2010 ) , president of Toyota Motor Company affirms that the company ‘s end was to be “ a good corporate citizen ” with the purpose of deriving the trust and regard of the international community.

2.3.2 Aims

Daniels, et Al ( 2008 ) province that competition within the auto industry is aggressive and companies desiring to last hold to set their schemes harmonizing to environmental conditions. Over the past 70 old ages, the auto industry had grown from a newcomer industry to the multi- national pudding stones of today.

In Toyota ‘s 2009 one-year study, The Right Way Forward, Akio Toyoda, President of Toyota Motor Company states that client requirments and outlooks change over clip. This means that companies like Toyota need to alter harmonizing to consumer deamands and outlooks. The volatile planetary economic system and the concerns over quality and callback of their Avalons had affected Toyota ‘s image and repute. The company ‘s aims are to supply high quality points at low-cost monetary values. Liker ( 2004 ) advises that this has been achieved through the company ‘s committment to the Customer First and genchi genbutsu ( on-site, hands-on experience ) doctrines.

To guarantee continued success, Toyota re-structured their manangment squad and Kageyama ( 2010 ) states that Toyota had invited four academic and consumer experts to maximize synergism between Toyota ‘s quality-related sections and its legal squads, expand employee preparation to develop a greater client empathy, associating to merchandise concerns, and let greater engagement by external industry experts.

Market Analysis

Marketing Mix

Brassington and Pettitt ( 2007 ) confirm that the function of the selling map is to develop a scheme which enables the administration to accomplish its selling

aims. A selling scheme would place clients and the creative activity of a selling mix would aim the clients in the relevant market. Whilst a selling environment may be unmanageable, companies may act upon certain facets. With respects to Toyota, these may include competitory influences designed to further trueness or the development of new engineerings. Forces within a mix may be inter-related and therefore chances may be created. The tabular array is a selling mix for Toyota.

Monetary value

Highest quality autos at low unit costs.

Toyota efficaciously target market sections to guarantee client ‘s demands are met.

Pricing schemes are different at Toyota. Their one-year study ( 2009 ) reflect that net income is obtained when costs are deducted from the merchandising monetary value, instead than the conventional manner that the merchandising monetary value reflects the costs of the point with the net income added on.

Just-in-time procedures guarantee minimal wastage.


Topographic point

Consumers want dependable, quality merchandises at a low monetary value. Toyota offers the same merchandise and services globally, efficaciously accomplishing planetary economic systems of graduated table. This has been done through understanding clients ‘ gustatory sensation and demands married to planetary efficiencies in production, procurance, development and selling.


Selling besides teams with international advisers. Toyota is dependent on these advisers for market analysis that sifts relevant informations sing selling run consequences to let future betterment. Therefore in-depth relationships are developed with several established consultancies. To be effectual, consultancies are made to experience that they are portion of the concern and truly understand what the company is seeking to carry through.

Toyota has the repute of bring forthing high quality autos at low-cost monetary values. Taging their merchandises is conducted through advanced pricing schemes.

As a planetary trade name name, Toyota finds it easy to advance their merchandises.


Kotler ( 1999 ) confirms that Toyota market research workers stood outside big parking tonss and watched how clients loaded food markets in their auto boots. Based on this research, they re-designed the boot to supply more room and easier sliding of bundles.

Toyota ‘s strong trade name name influences client perceptual experience.


Toyota has developed a spread of thoughts to promote client keeping utilizing its ‘Kaizen ‘ attack of little on-going betterments.

Within selling, the company continually measures marketing programmes against industry criterion cardinal public presentation indexs, to foretell and clearly concentrate its hereafter waies. The Toyota manner is to be advanced, do non reiterate errors and use their successes to guarantee continued development.

Board-level reappraisals of cardinal public presentation indexs associating to market topographic point consumer responses guarantee marketing squads know they are being scrutinised.

Toyota understands overall corporate fiscal wellness is dependent on the fiscal wellness its constituent parts. A weak provider may work adequately, but due to market forces could be forced out of concern. Toyota wants providers that are good established and capable of lending to the full endeavor.

Liker and Meier ( 2005 ) province that Toyota believes thin fabrication

procedures are non merely monetary value decrease programmes but a manner of making disputing environments that allow providers to boom.


Customer-facing staff trained to guarantee they were informed and empowered to assist clients. Staff are encouraged to pass as much clip as necessary deciding client issues.

Web alterations. The original web site had small client interaction. By design it was an on-line booklet to involvement and pull prospective new clients. The updated Toyota web site was given an proprietor ‘s subdivision, offering clients the ability to regenerate their Club Toyota rank online, utile e-mail reminders covering service, MOT, insurance and auto revenue enhancement reclamations.

Free quarterly re-vamped Club Toyota magazine to all private clients with autos up to five old ages old. Issues carried a Toyota scope spread demoing clients how easy they could alter autos without altering their trade name. This was sent with a individualized missive, with the content driven by single client cognition.

Customer experience studies were re-designed as 75 % of clients failed to finish and return them because they looked intimidating and complicated.

Liker and Meier ( 2005 ) confirm Toyota ‘s doctrine is to guarantee ‘team associates ‘ ( staff ) have a strong sense of shared intent within as strong civilization. This is besides applied to concern spouses who become an extension of Toyota. Both staff and concern spouses are encouraged to dispute the ‘status quo ‘ and this is cardinal company development.

SWOT Analysis



Market leader in intercrossed engineering

Toyota City allows greater flexibleness with respects to plan, production, and R & A ; D

Brand acknowledgment allows company to bear down premium monetary values.

Unit of measurement monetary values are comparably low due to Toyota ‘s production system.

A good established distribution concatenation.

Small experience in electric auto


A failure of merchandise quality will

adversely impact gross revenues and discredit merchandise stigmatization.

Pension shortages will negatively impact hard currency supply. This may hold an consequence on other company countries, e.g. R & A ; D.



Good name repute allows for

possible partnerships.

Increased consumer environment consciousness will rise involvement in eco-friendly merchandises.

New market chances.

Foreign makers.

Rigid outlook with respects to

concern openness and transparence.

Green statute law has merchandise cost impact.

Global currency market fluctuations.

PESTLE Analysis

Adcock ( 2000 ) states that a PESTLE analysis raises consciousness of menaces and helps place future issues in order that actions can be taken to avoid or understate the

consequence. Detailed below is a PESTLE analysis for Toyota.


Globally Toyota has benefited from governmental fiscal aid e.g. revenue enhancement interruptions.

Foreign trade ordinances vary from state to state ( or trading blocks EU/NAFTA ) .

Environmental protection Torahs are about global, but vary in badness and conformity protocols, this will impact cost to the company.

Tax policies vary from state to state ( or trading blocks EU/NAFTA ) .

Employment Torahs are normally local particular and vary in their demands.

Government stableness varies across the Earth and for assorted grounds ( social/political/economic ) .


Opening of workss in assorted states mean economic benefits to the

local community.

Investings would be affected by concern rhythms as hard currency flow varies

between national economic systems.

Interest rates are globally at an all clip low as states deal with the current economic downswing. Toyota will be affected in all of its footing across the Earth as money supply is squeezed by national authoritiess.

Toyota, at the minute, benefits from an employer ‘s market as unemployment increases the work force available can be red picked for the best employees. Pay will besides be affected.


Communities benefit from Toyota ‘s engagement in the community. Toyota ‘s policy is to back up the community. This is accomplished through financail contributions and community partnership strategies.

The consumer has become more ‘green ‘ and alterations in life style now reflect this with the demand for loanblends, fuel efficient autos and scope distinction ( budget to luxury ) .


Spending on research and development is indispensable for Toyota to increase its technological advantage in intercrossed vehicles. Additionally other fuel / green engineering should be developed.

Toyota spouses authorities ‘s and industry providers with a focal point on developing engineering.


The Pruis state of affairs to the full vindicated Toyota ‘s committment to merchandise quality and credence for liability where failures occured. Safety is paramount to Toyota and its corporate image.

Toyota to the full complies with national employment Torahs ( including wellness and safety statute law ) where enacted. This ensures corporate societal duties are met.

Environmental Factors:

Environmental statute law – are about global, but vary in their range and badness. Conformity protocols and costs will hence vary.

Toyota ‘s development the loanblend scope shows a committedness to environmental issues including fuel efficiency and energy usage.

Conceptual Function

In today ‘s planetary environment there has been a greater consciousness of, and demand for, environmentally friendly autos from consumers.

After making a elaborate hunt for intercrossed autos that are presently on the market, the consequences have been mapped utilizing monetary value and effiency ( mpg ) for the axis.

What the diagram shows is that Toyota ‘s Prius loanblend has the highest effiency ( at 50mpg ) while still being at the lower terminal of the monetary value graduated table. As confirmed by Unknown ( 2010 ) , the diagram besides shows that there are no serious rivals for intercrossed autos that are effienct and epicurean – a niche section that would pull the company/corporate auto market.

Porter ‘s 5 Forces

Porter ( 2008 ) argues that the cardinal facet of a companyh ‘s environment is the industry or industries in which it competes. These would find the net income potency of the company and are shown below:

An analysis of Toyota indicates:

High entry barriers coupled with other costs indicate the menace of new participants in this market is low.

Current down market conditions have reduced the bargaining place of purchasers / consumers.

Alternate merchandise picks. The automotive market suffers from the existent menace of competition.

Industry providers carry small negotiating power and rely on auto makers production end product. Suppliers are hence acutely dependent on auto industries as they have no vehicle production capacity themselves.

The automotive industry is extremely competetive, with small growing and new participants seldom emerging. Established companies are about “ set in rock ” .

However, current planetary economic conditions could be the accelerator that changes the established order above.

There are immense barriers to entry, non least capital handiness, but new auto makers can happen and claim a portion of the universe market. Budget vehicles from South East Asiatic makers may good impact moneymaking regional markets.

Franchise gross revenues to the public – traders are offering assorted price reductions strategies, trade in inducements and in some instances authorities backed scrappage strategies. All indicate a wealth of consumer bargaining power.

Energy uncertainnesss, fuel costs, the recognition crunch and an addition in green issues may bring on the populace to choose for mass theodolite systems when transposing or going.

Industry providers negociating place may non be every bit inefectual as it foremost appears. The providers and makers are mutualist neither are solo performing artists. In some instances it may even be bebeficial for makers to see fiscal assistance to providers to vouch supply concatenation unity and quality.

Indusrtry competion. Recent high visability events sing merchandise quality have placed Toyata at a competetive disadvantage. Aggressive enlargement into Toyotas market portion by rivals would non be unexpected.

The above opposing scenarios serve to foreground that: Porter ‘s 5 forces differ harmonizing to the environmental variables that are likely to impact on the companys concern runing country.

Strategic Recommendations

Short Term

Public image betterment. Damage restrictions – corporate – head set.

Corporate image and trade name unity are paramount. A merchandise deficit or quality failure needs to be dealt with rapidly, expeditiously and without necessitating to convey in specialist advisers. The Pruis fiasco demonstrated how a severely handled state of affairs can rapidly intensify out of control with attendant corporate image and fiscal harm.


Customer concerns sing possible merchandise defect to be identified and collated rapidly for senior direction examination.

Redress to be formulated, tested and issued within in agreement timescale for rapid client service response.

Legal liability to be acknowledged but non go an obstruction to client service / issue declaration.

Merchandise sweetenings / betterments. Maximise gross revenues potency.


Develop in-car amusement / navigational system with industry leader. Look to standardize high-end amusement system throughout Toyota scope. Each regional country to spouse with recognized trade name for consumer consciousness, e.g. in South East Asia spouse with Sanyo and in Europe, spouse with Blaupunkt.

Average Term

Further develop market incursion of bomber Saharan Africa and increase double franchise understandings.


a ) Fully utilise end product capacity of late modernised Prospectron installation at Durban.

B ) Actively pursue double franchise / franchise understandings in Africa to hike trade name acknowledgment and market incursion.

Presently Toyota Motor Company has no bike merchandise scope.


a ) Expand R & A ; D into bike construct merchandise.

B ) Seek partnership agreement with established trade name leader of budget/ mid scope bikes. These may include Benelli, Gilera, Piaggio or


degree Celsius ) Target gross revenues maximization in bomber Saharan Africa for low cost / budget

bikes to run into consumer demand for inexpensive personal conveyance in

developing economic systems.

There are no intercrossed autos that are fuel efficient and epicurean, at a sensible monetary value.


Develop a auto that is suited for a company auto fleet, or executives

Long Term

Improve capablenesss of environmentally friendly vehicles.


Continue to develop intercrossed possible both technically and by spread outing scope from mid-size auto to include both budget and high-end vehicles.

Expand R & A ; D to include all electric options with accent on developing new

and improved power cells / re-charging engineering.

Successful bomber Saharan market incursion by bike venture should take to development of environmentally friendly theoretical accounts based on proved intercrossed engineering.

Actions to be taken sing top managment. Need to alter their head set – accept incorrect making.

Presently Toyota subscribe at an operational degree to the Kaizen construct of incremental uninterrupted alteration.


Kaizen to be applied to senior direction with a veiw to altering cultural mentalities. Senior direction must be proactive non reactive to better program and respond to dynamic state of affairss.

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