Professional Documents
Culture Documents
TOYOTA
TOYOTA
DATE: SIGNATURE:
(SUTARIA
DHAVAL)
1
P REFACE
2
A CKNOWLEDGEMENT
3
CONTENTS
Page.
Sr.no. Topic
no.
1. General information 05
2. Marketing Department 19
3. Market Research 27
Research Methodology 30
33
Analysis and Interpretation
4. Conclusion 48
5. Swot Analysis 51
6. Bibliography 54
4
5
CONTENTS
6
INTRODUCTION
Cars play an important role in todays fast and
luxurious world. They prove to be helpful, convenient and
efficient means of transportation and along with all these
they are also prove to be prestigious.
Cars are very common and contingent means for
transportation. The leading companies dealing in Cars are
General Motors, secondly Ford and Third Toyota Motor
Corporation and so on. So I had undergone marketing
research on Toyota Qualis Car and hereby wish to
introduce the company as far as I had understood it and
presented in this report.
Toyota Motor Corporation is one of the worlds
leading automakers offering a full range of models from a
mini-vehicle to large trucks. It deals in many fields.
Diversified operations include telecommunication,
prefabricated housing and leisure boats. The Company
has 12 plants and 11 manufacturing subsidiaries and
affiliates in Japan. Toyota has 51 manufacturing
companies in 26 countries/locations, which produce
Lexus, and Toyota brands vehicle and component.
7
PROJECT AT GLANCE
Name of the company: Toyota Motor Corporation
Offices: Head Office:
1-Toyota-cho
Toyota City
Aichi Prefecture 471-
8571
Japan
Phone: (0565) 28-2121
Corporate Office:
Toyota Kirloskar Motor
Pvt. Ltd
Plot # 1, Bidali Industrial
Area,
Ramnagar Taluka,
Bangalore- 562109
Phone ( 080) 27287001
Rajkot Office:
40/1,Gondal Highway,
Nr.Kishan Petrol Pump,
P.O. : Kangasiyali,
Dist. Rajkot, Pin: 360004
Ph.: (0281) 2360279
Rank of the company: 3rd Rank
Establishment: August 28, 1937
Establishment in India: October 6, 1997
Worldwide operations: 26 countries
8
Chairman: Hiroshi Okuda
President: Fujio Cho
Chairman in India: Mr. Akiro Okabie
Vice chairman in India: Mr. Vikram S. Kirloskar
Managing Director: Mr. A. Toyoshima
Deputy Managing: Mr. K.K. Swami
Director: Mr. Masatoshi Seki
Paid in Capital: Rs. 7 Billion
Share Holders: Toyota Motor Cor. (90 %)
Kirloskar Group (01 %)
No. of Employees: 2,64,000
Indian Models: 17 Models(till date)
Accounting year: April- March
Slogan: Touch the Perfection
Goal: Good Corporate Citizen
Theme: Innovation in future
Principle: Openness and Fairness in
Our corporate activities
Cleaner and Safer car
making and work to
make earth a better place
to live.
9
HISTORY OF TOYOTA MOTOR
10
Toyota launched its first small car (SA Model) in
1947 Production of small vehicles outside Japan Began in
1959 at a small plant in Brazil and continued with a
growing network of overseas plant. Toyota believe in
localizing its operations to provide customers with the
products they need where they need them, this
philosophy builds mutually beneficial long term
relationship with local suppliers and help company fulfill
its commitments to local labor.
11
World wide operations
12
TOYOTA IN INDIA
About Kirloskar Motor
Toyota came to India in 6th October 1997 with having
equity shares of 1 % & producing Qualis and Corolla
along with employing 2330 employees. They introduced
Toyota Kirloskar Auto parts pvt.ltd in April 2002 with equity
of 64% for TMC and 26% for Toyota industries Producing
Axes, Propeller, Shafts and a transmission and employing
430 employees.
Let us have a look towards its operations in India.
WORKING TOWARDS PERCEPTION
As a joint venture between Kirloskar Group and
Toyota Motor Corporation, Toyota Kirloskar Motor Pvt.
Ltd. (TKM) aims to play a major role in the development
of the automotive industry and the creation of
employment opportunities, not only through its dealer
network, but also through ancillary industries.
13
Local Community Development
At TKM, every effort is made to contribute to society.
A residential school at Bidali, reconstructed by Toyota,
Now houses 75 students, mainly belonging to backward
communities. In the aftermath of the tragic earthquake in
Gujarat, TKM and its dealers played a major role in
distributing food, clothing and relief in remote affected
area. TKM also takes a lead role in contributing to the
community, distributing books and bags in local school.
14
VISION & MISSION
Each and every individual should have a goal, a
mission. And along with it one should also have vision to
achieve it. So let us have a look at a vision and mission of
Toyota Kirloskar Group.
15
AWARD AND ACHIEVEMENTS
The following are awards received by Toyota
16
QUALIS IN INDIA
The Car that defines todays style and luxury.
EXTERIOR LOOKS:
Stylish and elegant chrome Grille
Bright & Safe Multi Reflector Headlights
Modern Front Bumper with integrated Frog
lamps.
Integrated Aluminum Side Steps
Stylishly integrated over fenders
Bright & Clear Multi- Reflector rear combination
lights.
Durable Rear Bumper
17
INTERIOR LOOKS:
Exquisite: Wooden Panel
Vivid: Blue Meter Gauges
Convenient: Sun visors with vanity mirrors
Easy to use: Power Windows
Convenient: Centrally controlled door locking
system
Luxurious: Captain seats with Arm rest
Comfortable: Front Doors
New roll down: Rear Window
PERFECTION:
Powerful IRZ-E engine
Specially toned Double Wishbone Suspension
Dynamic Braking system Loud Sensing
Promotional Value
SAFETY:
Impact Absorbing Grumble zone
Safely enhancing SB
Reassuring Child proof Door Locks
Command of road Sealing Position
Highly visible High Mount Gump
Side Impact Beams
18
19
CONTENTS
20
INTRODUCTION
In common parlance, Marketing is process of selling
something at shop or market place, but according to
modern marketing concepts selling is not an important
part of marketing but it is only a tip at marketing iceberg.
The aim of the marketing for any of the company is to
make their sales superfluous.
21
ORGANIZATIONAL STRUCTURE
Organization means it is a group of people working
together co-operatively under authority towards achieving
goals and objectives that mutually benefits the
organization. It may also be said as grouping activities is
to be performed. We can also define as establishing
relationship for the purpose of handling people to work
effectively by maintaining horizontal and vertical
coordination.
22
4 PS OF MARKETING MIX
It is in history when firms where having comparatively
few tools for influencing sales. Before the 21st century most
products were sold without branding, advertising, sales
promotion, credit, trade-shows and many others variables
that are now common place.
23
PROMOTION MIX
Promotion is a form of communication to accept
ideas, products, and services and hence persuasive
communication becomes heart of promotion. It is said that,
In a competitive market without promotion nothing can be
sold
ADVERTISING
Promote sales because it is only way to
commercialize the product. Any activity towards sales-
promotion may be called promotional activities. Such
activities include advertising.
24
Any paid form of non-personal
communication of ideas, goods or services by
business firms identified in advertising message
intended to lead to sale immediately or
eventually.
-American Marketing Association
25
PUBLICITY
SALES PROMOTION
service.
26
MARKET RESEARCH
Research Methodology
Scope of project
Data collection
Research instrument
Selection of project
Data content
Analysis & interpretation
27
SCOPE OF PROJECT
Geographic Scope:
Geographic scope is the consumer of Toyota
Qualis Car in Rajkot City
Time Scope:
Time scope for project is 15 days.
28
DATA COLLECTION
All marketing researches can tap two sources of data
for investigation.
Internal Sources
External Sources
Internal sources are companys own records,
registers, documents etc. The internal source helpful for
me while preparing my project report was Mr. Kiren
Pandya, Asst, and Manager. He helped me a lot while
preparing the project.
External sources are those which are collected from
market. It is available by containing prospective
consumers of Toyota by personally interviewing them.
Another way of classification of sources is.
Secondary data
Primary data
As for preparing my project report I have used
primary data. I do think that it is an important point to be
mentioned in project. In this method, a well-informed
questionnaire was prepared. Survey was done in Rajkot
by sample of 100 people.As it is not possible to meet the
whole population, I had taken 100 samples of
respondents. A sample is a part of universe or population.
29
RESEARCH INSTRUMENT
The instrument used for preparing my project is
questionnaire.
30
SELECTION OF PROJECT
A project work is an opportunity for a student to
implement the theoretical knowledge in a practical
manner. It provides a platform for better understanding of
the market and factors influencing same.
31
DATA CONTENTS
Respondents status
Respondents salary
Respondents belief
Qualis
sales services
Respondents view
Suggestions
32
ANALYSIS &
INTERPRETATION
33
Qus. Annual INCOME
Salary Total
1,00,000-1,50,000 45%
1,50,000-2,00,000 16%
2,00,000-2,50,000 16%
More than 2,50,000 23%
Total 100%
Total
In above table the annual INCOME of respondent is bifurcated into
four segments.
from 1 st category, 23% are 4th
Here 45% of consumers are23%
10000-150000
category & 16% belong to 2nd and 3rd category. 45% 150000-200000
200000-250000
16%
More than 250000
16%
34
Ques. Members in Family
Members Percentage
1and 2 7%
3and4 39%
5and6 32%
More than 6 22%
Total 100%
Percentage
35
Ques. How many cars do you own?
1 52%
2 35%
3 4%
4 9%
Total 100%
percentage
9%
In the above question, the bifurcation is of having One, Two, Three, or
4% 1
more cars. The reasons of consumers are as follows.
2
52%
3
35%
52% of consumer has only one car. 35% of them have two cars, 9% of more than 4
people have more than 3 cars and 4% of people have 3 cars.
So, we can say that it is again a plus point for Toyota Qualis. These are
because they have only one car and i.e. Qualis. And it is also that it does have
competitors. So it should try to maintain and improve its image.
48%
48 45 5 2 -
45% Neither
Agree Nor
Disagree
36
Disagree
In the above question, the options are given into five types. The
customers were asked whether they believe Qualis is No.1 car and the
responses were as follows:
48% people said that they strongly agree to it, then 45% people say
that just do agree that Qualis is No.1 Car there are 5% people who say they
neither agree nor disagree. 2% people disagree to the point that Qualis is
no.1 car and there are no people out of 100 samples who say that they totally
disagree to the question.
are 80% people who are saying that they had purchased it
80%
because of Family,
60% then 9% of people have given it second rank, 7% give
family 3rd rank 40%
and 4% of people have give it last choice. Series4
20% Series3
0%
Series2
Further for advertisement we can see only 4% have given it 1 st rank
t
en
il y
s
e
k
Series1
tu
an
ric
em
am
ta
coming up with 21% for 2nd rank 41% for 3 rd choice and 34% for last option. It
R
P
t is
S
F
er
is correct that price plays an important role in purchasing any product. But
dv
A
here, 6% people agree to it, 14% people gives it second choice, 48% agree
as it do play important role and 32% consider price as last matter.
Last, but not least, 10% people say that thy have purchased Qualis to
show their status, 56% gave it second, 4% third and 30% fourth.
37
So, this chart shows a reason to purchase car and we can say it is
family size, which influence the most.
Yes 99%
No 1%
99%
38
Ques. Are you satisfied by the After Sales Services?
YES 85%
NO 15%
15%
Here, the options available to the responder are again Yes or No.
yes
Mostly, people are satisfied by after sales services i.e. 85% and 15% of no
the people are not satisfied by after sales service. So, Company should make
85%
efforts to increase its effect on after sales service. They should give proper
and good service to their prospective customer. And always try to give the
best service to their customers.
39
Was Qualis your first preference?
Yes 76%
No 24%
The response for Qualis as first preference was 76% and 24% says yes
no
that Qualis was not their first preference.
So, company should make all possible efforts to make the companys
76%
40
Ques. Which method you have preferred to purchase Qualis?
Loan 54%
Installments 29%
Cash 17%
Here the customer was provided the above options to know the
purchase method of customers.
17%
Here, we can see mostly people purchase car by loan because the Loan
ratio is 54% than 29% of people purchased Qualis on installment basis and Installments
54%
only 17% have purchased on installment
29% basis and only 17% have purchased Cash
Qualis by cash means.
41
Ques. What are main forces which attract you towards Toyota?
0k
rt
y
k
Secondly, 10% people say they have purchase Qualis for interior look Series1
0
fo
et
an
10
10
om
af
R
S
r
rio
followed by 12%, 28% and 50%. For each second, third and fourth position
io
C
er
te
In
xt
respectively.
E
Then comes Safety, there are 50% who say the model provides good
safety later on 31%, 13% and 6% for second, third and fourth choice
respectively.
Last option provided was comfort 15% people agree for good comfort
provided by Car. Then 7% give it second choice 39% give it third and fourth
each.
42
Ques. Which Quality of Toyota impresses you most?
Dimension Engine Chassis Rank
& weight
20% 46% 34% 1
37% 33% 30% 2
43% 21% 36% 3
Dimension
37% say as second and 43% say
0%that it is last factor impressing them.
Engine
Chasis
& weight
Rank
For engine, 46% people are satisfied and quite impressed, 33% and
21% say it is second and third matter each.
For Chassis, 34% agree that it impresses them the most, then 30% say
it as second option and 36% say it as last impressive force.
43
Ques. Which color of Qualis does you like the most?
White 12%
R.M.M 5%
G.M.M 12%
S.M.M. 54%
R& SM 5%
G&Sm 12%
Total 100%
44
Ques. Do you agree Toyota really minimize the pollution?
Air 15%
Noise 27%
Both 58%
Total 100%
So, we can say that Toyota Qualis really minimize pollution. And it is
one of the good aspects of model.
45
Ques. If you were given chance to change any feature of Qualis what
would you like to make?
Yes 49%
No 51%
46
47
It was really a great experience, while doing project report
for Toyota Group. I was obliged to study now the marketing
theories and other management principles are applied in
corporate world. By doing project on Consumer Satisfaction
for Toyota Qualis Car. I got opportunity to learn all marketing
implication which otherwise would not be possible anywhere
else.
48
This is concluding question of the Annexure. After asking
so many questions some suggestion are required from the
consumer to make improvements in Car.
1. Complementary Suggestion
49
SWOT ANALYSIS
`No one in this world is perfect in same
conditions.
Toyota Company.
Strength:
manufacturing cars.
50
Weakness:
Opportunities:
lead to profits.
51
Threats:
52
Books:
Marketing Management
- by Philip kotler
Marketing Management
- by S.A. Sherlekar
Websites:
www.toyota.com
www.toyotabharat.com
53
MARKETING RESEARCH
C. Status:
Job Business
Profession Other
D. Annual Salary:
1, 00,000- 1, 50,000 1, 50,000- 2, 00,000
2, 00,000- 2, 50,000 More than 2, 50,000
E. Members in Family
1-2 3-4 5-6 More than 6
F. How many cars do you own?
One Two Three More
G. Do you agree Qualis No. 1 Car?
Strongly agree Agree Disagree
Neither agree nor disagree strongly disagree
54
Family
Advertisements
Price
State
Other
55