CASE IN MARKETING

TEOH BEI NING

981014016152
Contents

Introduction ....................................................................................................................... 3

Task 1 ................................................................................................................................ 4

Summary ........................................................................................................................... 8

Reference .......................................................................................................................... 9

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Introduction

A marketing case study allows you to illustrate and explain how you achieved enormous

success in a specific situation. A case study in marketing is a document or web page that

includes several basic parts such as description of subject, subject’s goal, hypothesis of

strategy, implementation of strategy, results of strategy and concluding findings.

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Task 1

Toyota is a brand from Japan. Toyota is a Japanese multinational automotive

manufacturer. In 2017, Toyota's corporate structure consisted of 364,445 employees

worldwide[4] and, as of September 2018, was the sixth-largest company in the world by

revenue. As of 2017, Toyota is the largest automotive manufacturer. Toyota was the

world's first automobile manufacturer to produce more than 10 million vehicles per year

which it has done since 2012, when it also reported the production of its 200-millionth

vehicle. As of July 2014, Toyota was the largest listed company in Japan by market

capitalization (worth more than twice as much as number 2-ranked SoftBank) and by

revenue. The company was founded by Kiichiro Toyoda in 1937, as a spinoff from his

father'scompany Toyota Industries to create automobiles. Three years earlier, in 1934,

while still a department of Toyota Industries, it created its first product, the Type A

engine, and its first passenger car in 1936, the Toyota AA. Toyota Motor Corporation

produces vehicles under five brands, including the Toyota brand, Hino, Lexus, Ranz,

and Daihatsu. It also holds a 16.66% stake in Subaru Corporation, a 5.9% stake in Isuzu,

a 5.5% stake in Mazda, as well as joint-ventures with two in China (GAC

Toyota and Sichuan FAW Toyota Motor), one in India (Toyota Kirloskar), one in

the Czech Republic (TPCA), along with several "nonautomotive" companies. TMC is

part of the Toyota Group, one of the largest conglomerates in Japan.Toyota is the

world's market leader in sales of hybrid electric vehicles, and one of the largest

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companies to encourage the mass-market adoption of hybrid vehicles across the globe.

Toyota is also a market leader in hydrogen fuel-cell vehicles. Cumulative global sales of

Toyota and Lexus hybrid passenger car models achieved the 10 million milestone in

January 2017. Its Prius family is the world's top selling hybrid nameplatewith over

6 million units sold worldwide as of January 2017.

Now that the Malaysian Automotive Association (MAA) has released vehicle sales

data for the first half of 2019. Toyota’s sales have pretty much held station, losing only

458 units or 1.44% to 31,251 units compare to Perodua and Proton. Toyota has come up

with a variety of models to tend to the needs of Malaysians. The models released in

Malaysia are Camry, Vios, Hilux, Avanza, Innova and Fortuner just to name a few.

These different models aim to capture different levels of income of consumers. One of

the segments that Toyota aims to attract is the middle to high income earning group.

Toyota provides its customers with a broad range of prices for both middle income and

high-income earners.

Every company has their SWOT strategic. For Toyota, their main strengths are strong

brand image, global supply chain and rapid innovation capabilities. The weakness of

Toyota is hierarchical organizational culture, secrecy in organization culture, and effects

of product recalls in recent years. Opportunities for Toyota are growing market in

developing countries, rising demand for fuel-efficient automobiles, growing interest and

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weak Japanese Yen vs U.S. Dollar. The last is about the threats facing by Toyota are

growing market presence of low-cost competitors and rapid innovation of competitors.

Toyota have 11 competitors. Due to their strong focus in the field of research, Toyota

comes out with unique variants of models. Their product portfolio includes SUVs,

hybrids, cars, and 4WDs. Their production of vehicles is estimated at more than 10

million per year.

The company has a strong brand image and also huge human power globally. Their

unique style and designs for their vehicles make people buy their vehicles which also

make use of great technology. They have a wonderful marketing strategic. Toyota uses

differentiated targeting strategy for manufacturing and selling its offerings as per the

customer segments and improve the customer satisfaction. Value-based and user

benefit positioning strategies are used by the company for highlighting the functional

benefits of the offerings of the company. The group is extensive using its dealership

networks, authorized showrooms, service centers, E-commerce sites and direct selling

agents to make its products available to the customers. Toyota vehicle is sold through

a channel of more than 175 distributors in 190+ countries and regions around the world.

As a nutshell, Toyota will follow the demand of the customer and have their

improvement to let customer continue supporting them.Toyota Motor Corporation’s

marketing mix (4Ps) reflects the firm’s strategies for interacting with its target market.

As one of the leading firms in the global automotive industry, Toyota’s target market is

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diverse in terms of consumer preferences and regional and local market conditions. A

marketing strategy currently used by Toyota is a strategy called penetration pricing.

Toyota Motor Corporation’s marketing mix (4Ps) including products, price and pricing

strategy, promotion and place to distribute. 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. Customers of Toyota are from

age groups of 30- 50 years. Toyota focuses middle-income group customers and

produces value for money automotive vehicle. Toyota has their new product

development decision process. Firstly, is generate ideas and screening ideas. Next, they

will develop concept and testing. They will have a marketing strategy development. The

next step is business analysis. After that, they will develop product and test in the

market. And the last step is commercialization.

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Summary

A marketing case study is one of the best ways to show off your results and

persuade potential customers to work with you. It highlights your successes and

walks prospects through a story of how you helped a similar customer solve

problems and generate tangible results.

A marketing case study helps prospects see how they can benefit by choosing you

as their marketing partner.

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Reference

1. https://www.crazyegg.com/blog/case-study-marketing/

2. https://en.wikipedia.org/wiki/Toyota

3. http://panmore.com/toyota-swot-analysis-recommendations

4. https://www.marketing91.com/marketing-strategy-toyota/

5. https://www.marketing91.com/top-11-toyota-competitors/

6. https://www.ukessays.com/essays/marketing/the-toyota-marketing-strategy-

marketing-essay.php

7. http://panmore.com/toyota-marketing-mix-4ps-analysis

8. https://www.slideshare.net/JonathanZhang5/introducing-new-product-and-service-to-

international-market-toyota-case-study

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