To Marketing: Unit 3

Unit 3
INTRODUCTION
TO MARKETING
By Saima Arshad
SAIMA ARSHAD 18000487 UKCBC

Assignment front sheet (To be completed by student)

Qualification HND – LEVEL 3 Learner’s
/ Name Saima Arshad
Programme
Unit No. & Unit 3 – Introduction to Assessor’s Sangeeta Malhotra

Title marketing Name
Assignment Introduction to Issue Date November 11, 2018

Title marketing
Deadline December 18, 2018 Submitted on December 18, 2018

Criteria To achieve the criteria the evidence must Evidence
Task
referenc show that (Page
no.
e the student is able to: number)
describe how marketing techniques are used to
P1 market products in two 1 5-10
organisations
describe the limitations and constraints of

P2 1 10-12
marketing
describe how a selected organisation uses

P3 marketing research to contribute to the 2 15-17
development of its marketing plans
P4 use marketing research for marketing planning 2 17-21
explain how and why groups of customers are

P5 3 25-39
targeted for selected products
develop a coherent marketing mix for a new

P6 3 40-42
product or service
compare marketing techniques used in

M1 1 12-14
marketing products in two organisations
M2 explain the limitations of marketing research 1 22

1
used to contribute to the

development of a selected organisation’s
marketing plans
Develop a coherent marketing mix that is
M3 targeted at a defined group of potential 3 43-44
customers.

evaluate the effectiveness of the use of
D1 techniques in marketing products in one 1 14
organisation
make justified recommendations for improving
the validity of the marketing research used to
D2 2 22-23
contribute to the development of a selected
organisation’s marketing plans.

Declaration I certify that the work submitted for this assignment is my own
and research sources are fully acknowledged.

Learner’s Saima Arshad Date
Signature
December 18, 2018

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Table of Contents
INTRODUCTION TO MARKETING........................................................................................5
Satisfying customers wants and needs:.........................................................................................5
Value and satisfaction:..................................................................................................................5
GROWTH STRATEGIES IN RELATION TO ANSOFF’S MATRIX...........................................................5
MARKET PENETRATION.................................................................................................................5
Toyota:.........................................................................................................................................5
Mitsubishi:....................................................................................................................................6
PRODUCT DEVELOPMENT.............................................................................................................6
Toyota:.........................................................................................................................................6
Mitsubishi:....................................................................................................................................6
MARKET EXTENSION.....................................................................................................................6
Toyota:.........................................................................................................................................7
Mitsubishi:....................................................................................................................................7
DIVERSIFICATION..........................................................................................................................7
Toyota:.........................................................................................................................................7
Mitsubishi:....................................................................................................................................7
SURVIVAL STRATEGIES..................................................................................................................7
BRAND BUILDING..........................................................................................................................7
Toyota:.........................................................................................................................................8
Mitsubishi:....................................................................................................................................8
BRAND POSITIONING....................................................................................................................8
Toyota:.........................................................................................................................................8
Mitsubishi:....................................................................................................................................8
BRAND EXTENSION.......................................................................................................................8
Toyota:.........................................................................................................................................9
Mitsubishi:....................................................................................................................................9
TOYOTA RELATIONSHIPS WITH CUSTOMERS................................................................................9
MITSUBISHI RELATIONSHIPS WITH CUSTOMERS.........................................................................10
TERMS OF LEGAL LIMITATIONS...................................................................................................10
Sale of Goods Act 1979:..............................................................................................................10
The Consumer Protection from Unfair Trading Regulations 2008:...............................................11
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Consumer Protection Act:...........................................................................................................11

Data Protection Act 1998:...........................................................................................................11
Voluntary regulations:................................................................................................................12
Advertising Standards Authority:................................................................................................12
Advertising Practice:...................................................................................................................12
Pressure Groups:.........................................................................................................................12
Consumerism:.............................................................................................................................12
Marketing Techniques of Toyota:................................................................................................12
Marketing techniques of Mitsubishi:...........................................................................................13
Comparison:................................................................................................................................14
EFFECTIVENESS AND INEFFECTIVENESS OF THE USE OF MARKETING TECHNIQUES OF TOYOTA. .14
PRIMARY AND SECONDARY RESEARCH INFORMATION...............................................................15
TOYOTA PESTLE ANALYSIS..........................................................................................................17
Political Factors Affecting Toyota’s Business:..............................................................................17
Economic Factors Important to Toyota:......................................................................................18
Social Factors Influencing Toyota’s Business Environment:.........................................................18
Technological Factors in Toyota’s Business:................................................................................18
Environmental Factors:...............................................................................................................19
Legal Factors:..............................................................................................................................19
TOYOTA SWOT ANALYSIS............................................................................................................19
Strengths:...................................................................................................................................19
Weaknesses:...............................................................................................................................20
Opportunities:.............................................................................................................................20
Threats:.......................................................................................................................................20
TOYOTA SMART OBJECTIVES.......................................................................................................21
Specific:.......................................................................................................................................21
Measurable:................................................................................................................................21
Achievable:.................................................................................................................................21
Realistic (Relevant):....................................................................................................................21
Time-bound:...............................................................................................................................21
LIMITATIONS OF MARKETING RESEARCH....................................................................................22
IMPROVING THE VALIDITY OF MARKETING RESEARCH FOR TOYOTA’S DEVELOPMENT..............22
Avoid Self-selection:...................................................................................................................23
Ask Specific and Objective Questions:.........................................................................................23
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Use Screening to Make Your Sample Representative:.................................................................23

MARKET SEGMENTATION...........................................................................................................24
References:.................................................................................................................................46
Since I am working as a marketing consultant for Toyota and Mitsubishi, I have

developed some strategies in the form of report. First, I will explain the Ansoff Matrix for
Toyota and Mitsubishi and further I will explain the limitations, marketing techniques and
the effectiveness of those techniques.
INTRODUCTION TO MARKETING
Marketing is a process or business
that promotes and sells products,
in which market research and
advertising / advertising is also
included. In other words,
marketing is an activity, a set of
institutions and factors that
makes, communicates, makes
exchange that deals with the
value that is worth the customer
to clients, partners and the larger
to scale society. Marketing is
basically a process that is used to
satisfy the wants of consumers
and is considered as the most
important part of organization management. Two main aims of marketing are:
Satisfying customers wants and needs:
Satisfying the needs of customers in different terms is often defined as marketing. But it
is not only about fulfilling the demands and wants but it also creates wants and needs
that did not exist before. Consumers are encouraged to spend more on such goods and
services which in reality they don’t need to buy.
Value and satisfaction:
By improving the products, services and image benefits the total customer value can be
increased. Reducing the cost of the product or services for the buyer. The customer
satisfaction is highly important for the marketing business and customer must be
satisfied according to his expectations for that particular product which he has
purchased.
GROWTH STRATEGIES IN RELATION TO ANSOFF’S MATRIX
MARKET PENETRATION
One of the common growth strategies of Toyota
is market penetration. It supports to increase
the growth of business by attracting more and
more people to come and buy their products in
the existing market.
Toyota:
For every market segment, Toyota is offering
many products. For example, trucks, luxury
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vehicles, Sedans, SUVs and many other kinds of products for different customers. To
maximize sales volume of the product and earn more profit in existing market by making
the prices low.
For example, Hilux is now affordable both the automatic and manual versions as
compared to before because there is a reduction in its price of Php 145,000. On the
other side, there was a remarkable price decrease in 2018 for SUVs such as Land Cruiser
200 and Land Cruiser Prado.
Market penetration of Toyota can be done in the following ways:
1-Use Social media and content marketing
2-Pick the right price for each product
3-Negotiation techniques
4-Inside scoop should be given to customers
5-Making effective relationship with customers
Mitsubishi:
For example, in order to encourage purchases, there was a 10 percent reduction in the
prices of Mitsubishi in United Kingdom. Mitsubishi increases its sale by reducing prices of
some of its product that have not been sold for a long time. Current customers are
encouraged to buy more when there is a facility of sale on the products of Mitsubishi in
the existing market. This can also be done by making advertisements, competitive
pricing, organizing promotional events to introduce the features of vehicles to the
consumers.
PRODUCT DEVELOPMENT
Assess and investigate new techniques for the development of a product, the lifespan of
the product must be longer and guaranteed with high accuracy and sell new products in
the existing markets.
Toyota:
Secondary growth strategy of Toyota is product development. By adding new products in
the market, this strategy makes it easy for the company to earn profit by introducing
new products. Toyota Sequoia is the latest launched product of Toyota company, it is a
mainstream full-sized SUV class most popular and
is known as the first vehicle from a Japanese
marque in North America. Some of its specifications
are: dashboard, chassis, rear disk brakes, engine
and axle rear suspension with multi-link. Customers
are attracted more because of its uniqueness and
latest features which differs from that of the old
products.
Mitsubishi:
Mitsubishi is developing many new products in the
form of vehicles. One of its famous Vehicle is the
latest product is Mitsubishi Eclipse Cross. It is made
by using the materials such as, Aluminum head and
Aluminum Block. Mirage is a 4 cylinder because of its 4 cylinder it is considered as more
fuel efficient. The fuel system which Mitsubishi Eclipse Cross uses is 1.5-litre
turbocharged. It offers a touch screen for maps and voice control for making outgoing or
incoming calls through the touch screen. Mitsubishi has also won an award from Chicago
Athenaeum for its attractive and unique design.
MARKET EXTENSION
Expanding the sales of a product not only in local new markets but also in overseas
market is known as market extension. Extension strategies includes price discounting,
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exploring new markets, rebranding of the products and sharing of existing products in
new markets.
Toyota:
For example, Toyota has made a successful extension of Lexus and has provided a
chance to the company to develop more to enter a new territory and earn fame in the
market. But the extensions of corolla models are
more commonly acceptable as it has made a good
image in the eyes of consumers. In Los Angeles
motor show Lexus was launched in 1988, it is
considered as the first step taken by the Toyota
brand to join the Luxury car market. Lexus was
able to compete with the most famous European
luxury brands.
Mitsubishi:
Mitsubishi has made itself successful by expanding
their market worldwide. Mitsubishi is expanding by
introducing new vehicles such as, Mitsubishi Eclipse Style is made with a dramatic new
style and it has made a strong impression on the customers in the overseas markets.
The third most famous UTE is Mitsubishi Triton introduced in Australia as it is a Thai-built
Japanese.
DIVERSIFICATION
It can be explained as investing in some other sort of business that is not related in any
way and it includes many kinds of risks or in other words, all investments will fall down
at the same time and this may be very risky for a business to fall down. The selling of
new products in new markets is known as diversification.
Toyota:
Toyota financing, related to the core business services are offered by Toyota, Roof
Garden of Toyota, Toyota financial services
cope, are some of the common examples of
Toyota diversification. It is valuable if the
company faces failure or any sort of damage in
one business, therefore other successful
businesses can help the company to maintain
its stability. Company’s success has been
boosted and promoted by Toyota
Diversification.
Mitsubishi:
At the time when Mitsubishi was established in
1870, after the restoration of Meiji that was
known as its core business. Mitsubishi was
diversified in related fields such as warehousing,
banking, insurance, shipbuilding and trade. There was a creation of entities while the
period of diversification for example, Mitsubishi bank founded in 1919 (that is now a part
of Mitsubishi UFJ Financial Group), it became largest bank of Japan after merging with
the bank of Tokyo in 1996.
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SURVIVAL STRATEGIES
BRAND BUILDING
By using different tactics and strategies for promoting, establishing company and making
awareness is known as brand building. Enhancing the name of brand by using
promotional or advertising campaigns. In other words, brand building is the creation of
value to consumers, in the way how they feel and think about that particular brand.
Toyota:
In the present, Toyota is working under five brands, these brands include the Millennial
targeted brand Scion and Lexus the luxury brand. For example, when there was a
recession in 2008, there were a number of calls during that period of time, an
earthquake in Tohoku in the year 2011, Toyota has made itself a strong brand due to
those rough times and gained a valuable position worldwide in 2015, the total value of
Toyota brand at that time was US$29.5 billion.
Mitsubishi:
The company is determined to build its name by introducing new models each year.
Global president of Mitsubishi Motors Corporation (MMC) and Tetsuro Aikawa have a
vision to rebuild the name of Mitsubishi to spread it worldwide and said that Mitsubishi
have a big importance in the Australian Market. Mitsubishi is keen to raise the durability,
styling and of course the quality to get the best value plus position in the global market
of automobiles and vehicles.
BRAND POSITIONING
A market strategy to make a brand different and better from other competitive brands in
the minds of consumers is known as brand positioning or in other words, an activity to
occupy a definite position in the market to build a strong and long-lasting connection
with the customers is also called brand positioning.
Toyota:
Toyota has been trying to build its brand position by using both the techniques, by
reducing the cost of products and manufacturing its products in such a way that it differs
from other competitors in the automotive market. Toyota has a huge scope that
encompasses both high and lower cost
automobiles so that each and every class of
customer can purchase an automobile either it
is expensive or cheap. As they have something
for everyone and not a single customer is
unsatisfied after visiting their brand, Toyota
has been successful in achieving its target
market.
Mitsubishi:
In 1998, Mitsubishi entered the luxury
segment with Mitsubishi Lancer. This segment
was expanded more than the expectations of
Mitsubishi brand. It remained considered as a
market leader till 2001. And with the
uniqueness and attractiveness of Mitsubishi
lancer gave a higher motivation to other
companies for making an involvement into this segment. And with the arrival of new cars
having better features, Mitsubishi brand decided to introduce variants of low price of
Lancer and also introduced new model of lancer named Mitsubishi Cedia. Mitsubishi is
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always keen to maintain its position and make itself distinctive from other brands in the
Global Market.
BRAND EXTENSION
An activity of bringing new products in the market under the same name of brand to
gain popularity and maintain the reputation at a higher level, that increases the demand
for new products is known as brand extension. In other words, the use of a well-
established brand name for selling new products or different categories new products. At
the same time, if brand extension is not successful it can cause harm to the parent
brand.
Toyota:
Automobile industry such as Toyota is classic and big example for brand extensions.
Camry and Corolla brands were introduced when it first entered the market of US and
they were highly accepted by the consumers as a very comfortable luxury for that period
of time. But with the passing time, Toyota gained popularity and integrity, with which it
expanded its business into premium car segment and luxury. Toyota introduced Lexus as
its new brand in the luxury market.
Mitsubishi:
Mitsubishi is planning to expand its motors business worldwide, Mitsubishi has sold up to
926,000 vehicles till the year 2017 and it has set a target of annual sales to 1.3 million
vehicles by the year 2020. Mitsubishi also sets a target to have a bigger market share in
Southern Africa. In the press statement in Japan, Mitsubishi motors said that their main
vision and mission is to refresh their product lineup, investing in development, targeting
the core of market and research in the field of motor vehicles.
TOYOTA RELATIONSHIPS WITH CUSTOMERS

Toyota is engaged in building long-lasting and qualitative relationships with its
customers. Toyota have a direct contact with the customer needs. The staff is always
available to give a response on customers voice. Consulting with the customers and
handling all the complaints of customers in a smooth and friendly manner so that each
customer is satisfied with the facilities given by Toyota, the company has The Customer
Assistance Center that is responsible for managing all complaints and consults with the
customers. In many different countries Toyota has Customer Assistance Department for
example Toyota keeps in contact with its dealers in Japan and are making many efforts
to keep their customers satisfied with their services and are involved in maintaining and
increasing the number of Toyota fans.
Under the Customer Relations Division, Toyota also makes direct meetings, sales
proposals, development and research. There are meetings to find out the main source of
problems faced by the customers in order to make a solution to those problems, in this
way the voice of customers can be useful to improve the corporate activities and
company’s products.
Toyota is also engaged in providing information to customers related to the safety and
quality of the products in a very organized and modern manner. Following are some of
the methods in which information is indicated to the customers.
1- Manuals of instructions and products with labels directly attached to it.
2- Customer Assistance Centre for helping the customers and giving required
information.
3- Website of Toyota for online enquiry of some of its products.
4- Staff dealing by giving explanations directly to the customers.
Toyota’s main policy is that all of its products must be according to the expectations of
the customers and should satisfy its customers. Each division of Toyota’s company is
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responsible for ensuring quality, providing a guaranty that all of its products comply with
rules and laws of the conducted where the business is going to take place. In case of any
conflict under the customers and dealers, serious actions are taken by the Toyota’s
company. Audits are recorded to confirm that each division of Toyota are taking proper
actions while conducting with any sort of complains and wherever the improvement is
required.
MITSUBISHI RELATIONSHIPS WITH CUSTOMERS

One statement of MHI group is that they believe customer needs are the very first to be
focused and they are responsible to build good relations with customers. To place
themselves in the customer shoes is their top
priority and meet the expectations of its
customers is their ultimate job. Sometimes in
business companies are the customers of
Mitsubishi for example engines and power
generation. Therefore, the customers are asked
to fill up the questionnaires regarding customer
services. Through this channel a large number of
responses are received by Mitsubishi motors.
Mitsubishi conducts an international survey for
the customer satisfaction in which they ask
questions and monitor the level of services of
each sales of the company on regular basis. The
results of those surveys are than gathered together
to take a measure on how to improve the sales of the company so that the expectations
of the customers are met.
Mitsubishi makes a mutual understanding to build a strong relationship with its

customers. Deepen mutual understanding involves the following two methods:
1- Using tablets or computers details of the products are explained by the staff.
2- Sales negotiation is done on national level and it plays a very important role in
customer satisfaction.
3- Improving the service skills of staff.
4- Introducing new techniques of having a connection with the customers.
In order to satisfy customers overseas, Mitsubishi maintain its relation and cooperates
with sales companies and distributors. On the other side, it pays much attention to its
local market as well and collects information related to any request for improving its
products. Direct communication with the distributors by visiting sites to resolve the
issues. Introducing new products to the customers by giving information of the features,
specifications and qualities is the utmost aim of Mitsubishi motor vehicles.
Customers can visit the website of Mitsubishi motor vehicles whenever they need to
inquire about any product, Mitsubishi provides a 24/7 online service to its customers so
that it is much easy for the customers to understand and keep themselves update with
day to day deals.
Social media is a big platform for Mitsubishi to post all the information related to motor
vehicles and it has made much easy for the customers to visit their website, have a clear
view of each product, participate in promotional events for achieving discounts on
particular products. Mitsubishi consider all the reactions of its customers as very
essential for them to analyse the basic needs and improvements demanded by the
customers.
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TERMS OF LEGAL LIMITATIONS
Sale of Goods Act 1979:

Sale of Goods act regulated a system that includes UK commercial law and English
Contract Law in relation with products that are bought and sold is known as an act of the
parliament of United Kingdom. Until the year of 1979, a lot of minor changes has been
made in this Sale of Goods Act. In 2015, Consumer Rights Act replaced that act for the
consumer contracts, but still it is followed in primary B2B transactions that involves
selling and purchasing products. This act is implemented when there is an agreement
made for transferring goods for monetary consideration. By having a clear view on the
section 2 of the act, it has a concern that there are terms that must be followed while
making contracts for sale. In section 3, if the other party that is purchasing goods is
minor, they are allowed to pay reasonable price which they can afford easily to fulfill
their necessaries. For example, this law made a limitation on Toyota vehicles that there
must be no default in the vehicle once they are sold to the consumers and the vehicle
must be of standard quality to fulfill the expectations of consumers. People made many
complaints regarding Mitsubishi motors because in 2015 some of the cars did not match
with the specifications that was attached with the catalogue of car, this was a critical
situation for Mitsubishi because under the sale of goods act it is important that all the
specifications and instructions must not be misleading for the consumers.
The Consumer Protection from Unfair Trading Regulations 2008:

Under the European Communities Act 1972 made under the supervision of United
Kingdom the Consumer Protection from Unfair Trading Regulations 2008 is a legislation
implemented by the government or an executive order. This law was made for the
protection of consumers. It gave the opportunity to the businesses to operate fairly. This
act also included 31 trade related practices that must not be followed while doing
business dealings and the law introduced new rules related to consumers protection. The
first ever company that was sued under this act was Safestyle UK. North Lincolnshire
Council Trading Standards Department made an enforcement and Safestyle Uk accepted
that they are guilty under paragraph 25. For example, Toyota and Mitsubishi made
separate policies for customers rights related to proper functioning of the vehicle,
instructions given in the catalogue must be authentic and those instructions should
match with the particular product otherwise consumers will have a right to question
about the product and get a benefit in case of any disagreement.
Consumer Protection Act:

This act was created to provide a kind of safety to the consumers rights. To make
suitable standards for consumers and consumers are treated in a well manner way so
that there will be less issues for consumers while purchasing products from any market
place. Consumer Protection Act was created so that legislation will be promote and
national norms will be established related to consumer rights. According to this act,
consumer gets a right to exchange a product if it is defective or if the consumer wants to
repair a particular product that he bought from that market place, the manufacturer or
seller of the product will make a commitment that he will repair that product without
charging any price. For example, Toyota and Mitsubishi followed this limitation and
ensured that customers have the facility to exchange their products if there is any kind
of defect or it can be refund due to some malfunctioning in the purchased product.
Data Protection Act 1998:

Data Protection Act was created to protect the data and files on the computer system or
in a paper filing system. It is considered as an Act of United Kingdom. For the movement
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of information and processing purposes, it was enacted for the provisions of Data
Protection Directive 1995. This act also gives permission to the individuals to protect
their personal information or data and they have their complete rights for this. But this
law is not implemented on domestic business uses. Eight principles were included in this
act that ensures so that all the information is processed in a lawful manner without any
infringement. For example, Toyota and Mitsubishi focus a great attention towards
protecting the data records of customers and gives guarantee that all the personal data
of customers will not be revealed to any other sources inside or outside of the Carrefour
organization, it will only be used in case of any important situation only by the owner or
manager of Carrefour.
Voluntary regulations:
Under voluntary and statutory professional regulators are responsible to manage through
number of registers to protect the public and patients. In each register, there is different
information related to different individuals in order to help them for their concerns
related to fitness that they want to practice. For keeping a security for individual data
Voluntary regulation is used in many business organizations where at certain times,
certain information is needed.
Advertising Standards Authority:

In United Kingdom, Advertising Standards Authority is considered as a self-regulatory
organization. ASA do not have the permission to enforce legislations and interpretation
of those laws. The main purpose of ASA is to make promotional advertisements and
promotion of sales or marketing directly in the United Kingdom. ASA handles all the
complaints made for the promotional advertisements and focuses if the advertising
company is following the rules and laws for making any sort of advertisements. For
example, Toyota and Mitsubishi are not allowed to produce such kind of advertisements
in which they have exaggerated the feature of the cars, while in reality the car is far
different from the described features that has been displayed in the advertisement.
Advertising Practice:
Advertising Practice is also called as a sister organization of Advertising Standards
Authority. It was made to handle the non-broadcast marketing communications, sales
advertisements or promotions. AP main responsibility is to work with different
advertising industries and ensure that they are following the code and understanding it
to provide training or advice for promotions. For example, Toyota and Mitsubishi makes
advertisements that have good communications, suitable graphics and ensures that it
should not include violence or cause harm to the social values of people of a country in
which the advertisement is being broadcasted on television and other web-based
advertising pages.
Pressure Groups:
Pressure groups have a big impact on the legislations and government policies, it is
considered as an organized group, but they do not stand in the election lines. Mostly
people avoid involving pressure groups because pressure groups achieve their aims by
using actual pressure. Political parties are very small and less in number while pressure
groups are in thousands in Britain.
Consumerism:
The main purpose of consumerism is that it helps in keeping the consumers healthy
through checking that the products which are being sold in the market are safely
manufactured under good and clean environment so that it may not harm the
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consumers. Consumerism has made it easy for the consumers to buy the products at the
correct price and they keep on checking the companies for marketing practices. For
example, Toyota and Mitsubishi has to check on the raw materials that are used while
manufacturing the car, those raw materials, engines and other interior parts of the car
must be of good quality and high standardized only then the car will function according
to the customer requirements.
Marketing Techniques of Toyota:

Various marketing strategies are used by Toyota for planning their target marketing at
different levels. By having a focus on the consumers expectations, Toyota is operating
nationally, globally and regionally. Toyota has made great efforts in making analysis of
the consumer preferences, market, purchasing capability of consumers and economy.
Following are some of the main points which helped Toyota to make loyal customers by
developing trust for their brand:
1- Toyota provides safety regarding all of its products.
2- Quality of each product is according to the expectations of consumers.
3- All the vehicles have safety options placed inside the car in case of any sudden
accident.
4- Toyota products are always environment friendly products.
The European market in which Toyota operates, it has made a special strategic
importance in the market and Toyota has set a target to gain its ambitious goal to grow
15 percent in the year of 2015. The economic environment of Europe has disturbed the
overall sale of Toyota products but at the same time, they handled very efficiently and
now they have doubled their sales of products.
Toyota makes a focus that what is the culture of each country wherever Toyota is going
to sale its products. Toyota’s famous quote is “right car in the right place”. There are
global centers in several countries to concentrate on the activities. The main target of
Toyota is United States market because people living there have high standards and they
come to buy expensive high standard cars.
The company nowadays is operating in 160 countries around the globe as one of the
world’s biggest automaker. 50 industries of Toyota motors are operating outside of
Japan.
Toyota also provides opportunities to its employees as they are a very important part of
organization and if they employees are satisfied, they will work more efficiently in selling
their products to the final consumers. Toyota has made their official website for online
shopping so that it is easy and more comfortable for the consumers for purchasing their
products without visiting their market store practically. Many other websites like online
shopping sites also offers some of the products of Toyota by giving discounts on different
products.
Toyota one of techniques to make themselves unique and high standard is that they
manufacture product mix. It has made a diverse mix set of products. Following are some
of the products mix of Toyota:
1- Marine products
2- Lexus automobiles
3- Welcab series
4- Toyota automobiles
5- Engines
6- Accessories and Spare parts
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Marketing techniques of Mitsubishi:

At present, Mitsubishi has expanded into many fields. Firstly, it started its business from
shipping and then it entered coal-mining shipyard. After that it purchased an iron mill
and moved forward in the field of marine insurance to provide insurance for its
shipments. Mitsubishi used many marketing techniques to expand its business at
international level around the globe. By doing business overseas, Mitsubishi gained a
good experience which later on resulted in business trading. After starting business
trading, it diversified into many fields such as, warehousing, insurance, real estate,
electric equipment, paper, steel glass and banking.
Mitsubishi is a global business which has been operating its different businesses in
various countries of the world. Proper distribution channels have been set up by
Mitsubishi and also industries for manufacturing plants that are used for production.
Mitsubishi has placed different dealers on each distribution channel so that they can run
their services in a fast and efficient way. While, marketing its products Mitsubishi
ensures that they are fulfilling consumer demands successfully.
Setting a good price is the main point of marketing, Mitsubishi takes a measure that
what are the trends and economic conditions of a country in which Mitsubishi is going to
sell its product. According to the economic condition of that country suitable pricing is
done by the company so that it will be easier for the consumers to purchase any good
quality, high standard car on affordable medium rate of price. But at the same time, it
has stored numerous products by creating different pricing strategies. Some of the
luxury vehicles of Mitsubishi has normal affordable prices but the products like for
example computers and semi-conductors have policies of value-added pricing.
Mitsubishi has always diversified its options so that when there is a case in which people
demands are less and the sales of products has been fallen down to an extent, in this
situation Mitsubishi offers discounts and promotional schemes to initiate revenues.
Various products have been launched by Mitsubishi with large number of promotions on
goods and services in order to create a popular name of their brand. Advertising the
name of their brand through commercials, online marketing, discounts and other
schemes are displayed on online shopping website and on the official website of
Mitsubishi, this is a very successful marketing strategy that is followed by Mitsubishi
brand.
Comparison:
If we compare Toyota and Mitsubishi, we will come to know that both the brands are a
big competitor for each other in many ways. Toyota makes cars for all classes of people
for example, lower income people, medium income people and high-income people.
Whereas Mitsubishi manufactures cars for only high class and rich people. Their products
prices are very expensive when it comes for buying only high standard customers can
buy Mitsubishi products. Toyota is one of the fastest cars selling brands in the United
Arab Emirates and Mitsubishi is the largest car selling brand outside the U.A.E. Toyota
uses better techniques for marketing such as, Toyota makes a product mix market
strategy which is very useful while making sales of cars, they make advertisements,
promotions and often uses banners outside the store to attract people towards their
brand. Mitsubishi sets a price and sells a product according to the customs and values of
the country. They make commercials or promotional schemes through online websites
and many other sources. For example, Mitsubishi Outlander vs Toyota Fortuner:
The price of Toyota Fortuner is Rs.27.27 lakh and the price of Mitsubishi Outlander is
Rs.32.27 lakh. The features and specifications of both the cars are quite different.
Mitsubishi Outlandar has claimed mileage its petrol is 10.2 kmpl and Toyota Fortuner
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Diesel petrol system is 14.2 kmpl. Toyota Fortuner engine is powered by 2755cc engine
and Mitsubishi Outlander engine is powered by 2360cc.
EFFECTIVENESS AND INEFFECTIVENESS OF THE USE OF

MARKETING TECHNIQUES OF TOYOTA
Marketing techniques that Toyota uses effects its business in many ways. Toyota set
affordable prices for the cars because if the price will be affordable only then more and
more people will tend to buy their products. Nowadays people are moving forward
towards “life” focus instead of “brand” focus. Toyota make strategic planning that what
car will be more suitable for larger families, they will make an advertisement that how
larger vehicle can fulfill the needs of large simplify family life. This hardly effects the
business of Toyota because most of their vehicles are SUVs i.e. for large families, rather
than that they also provide a huge range of small cars i.e. Corolla, Camry and many
more. Toyota uses best marketing materials which makes the quality of car very visible
and clear to everyone. They allow their customers to visualize through paper, top quality
photographs or radio ads.
Toyota ensures that all of its customers must feel good and comfortable while driving
their manufactured cars and it also gives its passengers a style for riding. Toyota uses
Social Media marketing strategy. It is considered as a contemporary strategy in the
global world of marketing. It also involves the usage of various web technologies. It has
helped Toyota in various business activities because through this platform of web
technology it can easily connect to its customers to satisfy them with any kind of
inquiries whatever they want to ask regarding Toyota’s vehicle. Another effective
strategy of Toyota is the Trade Show of its motor vehicles. For example, when Toyota
launches a new car, it explains the information exchange from person to person and
selling instructions. Toyota has a collaboration with a company of German and it is also
known as B+S exhibitions. Toyota has made a great focus for making its business
successful just by having a very strong force in the automotive industry of vehicles.
There are various techniques which are not very effective are that it is not possible that
the customers will always response in a loyal manner. For example, when Toyota makes
face to face surveys, there is a big possibility for false answers given by the customers
and honest reviews cannot be achieved. Therefore, this could lead to misconceptions and
Toyota company cannot make accurate decisions that will affect the good performance of
their organization. Researching the behavior of the customers can also lead to many
problems because the human behavior is unpredictable as it keeps on changing
frequently. Toyota cannot always observe the environmental changes which are taking
place in the competitive environment in which it is operating. Because making research
about competitive environment is a very time-consuming process and it requires a lot of
time. Promotional campaigns are often not successful and cannot be effective if they are
used again and again, people will start losing interest because it is the human nature that
seeing one thing again and again loses its importance.
In the below task, I am going to explain the primary and secondary research of Toyota,
PESTLE, SWOT and SMART objectives, the limitations of marketing research and some of
the recommendations to improve the validity of the marketing research for Toyota.
PRIMARY AND SECONDARY RESEARCH INFORMATION
Types of Types of data What Toyota collects How the research

research data informs their
development plans
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Primary-face to Qualitative Toyota uses face to face Records of face to face

face survey research interviews for more interviews are kept
efficient screening, with the organization
through this process of and are used in future
collecting data it is for making any kind of
impossible to say any judgements related to
kind of false statements past interviews.
because it captures the
verbal and non-verbal
ques.
Primary-Email Qualitative and Emails survey is done by Refining and evaluating
survey Quantitative sending e-mails to the the content or data
research customers to have a that has been collected
knowledge about their from the e-mail
experience for choosing surveys helps in
Toyota as a purchasing making decisions
market of automobiles or wisely without wasting
vehicles. Email data is time on analyzing the
then saved with the content and it makes
organizational authority. easy to understand the
Email surveys are done past situation of the
mostly after every 2 or 3 organization to
months. improve in future.
Primary- Qualitative Market research Observations helps to
Observation research technique known as have a knowledge
observation is done by about the readiness of
researchers that are consumers for the
highly trained and are product of Toyota’s
able to interact with organization in the new
customers in the market market place. It often
under normal situations helps to choose the
or conditions. This data distribution channels
is the actual information for marketing
on the consumers purposes.
behavior with their
organization.
Primary- Qualitative and Toyota assigns a Toyota use the
Experimentatio Quantitative researcher and focus on experiments as a kind
n research the results of response of experience of how
from customers or other customers behave with
business dealers. A their products and
confounding variable what are the feedbacks
occurs if the of customers regarding
experimenter is unable their products. Toyota
to collect the plans to do more and
information. more experiments for
Experimentation is done better performance in
mostly 4 times a year. the future.
Secondary- Qualitative and Toyota uses sales record No information is
Sales records Quantitative very often and the best more appropriate to
research thing about sales records the business of Toyota
research is that it’s all then sales record data,
proprietary. No one else it is a very powerful
outside the organization combination for
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can have the same data making future

as Toyota do, it is a very decisions. The
powerful combinations information makes
amounts, addresses, easy to analyze where
returns, products and the customers are
other important satisfied and what
information of marketing marketing techniques
research. are most powerful.
Secondary- Qualitative Journals and Business This kind of marketing
Periodicals and research magazines are also a research can be easily
Newspapers source that are very stored with the
useful for marketing company’s data and is
research. Toyota uses easily accessible
this research to have a whenever needed for
knowledge regarding making any strategic
data of market reports planning. Trade
and business trends journals includes data
around the country in of Capital, Finance,
which it is currently Business world and
operating. others.
Secondary- Qualitative and Sales production for each Better quality products
Production Quantitative product and sales can be produced while
records research expenses are calculated having a clear focus on
as percentages and then the production of
stated in the financial previous years.
records of the Therefore, more
organization. It often customers will be
gives data related to attracted to the new
average sale per market and there will
customer in a year and be more chances of
also monthly sales development in the
pattern for different future.
groups of products.
Secondary- Qualitative and Toyota uses this kind of Total costs and sales
Accounting Quantitative data to keep a track of can be easily
records research their accounts related to examined, expenses
expenses of marketing, can be reduced in the
regarding their coming years for better
performance to target performance of
market, analyze sales Toyota’s organization.
and profits or making The profitability ratios
profit and loss financial will help in dealing with
statements at the end of dealers of automotive
every year. industry while making
any sort of business
agreements.
TOYOTA PESTLE ANALYSIS

In the Global automotive industry, Toyota is known as one of the leading players with
more than 300,000 employees. There are many threats and opportunities that are being
face by Toyota. However, Toyota addresses the opportunities and threats in its micro
and macro environment as explained below in the PESTLE analysis. Toyota and the
global automotive industry have been influenced by various factors. By keeping all these
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factors in mind Toyota executives develop programs and strategies so that they can
support their business stability and growth. Toyota is maintaining its firm effectively
addressing the concerns that are highlighted in the following PESTLE analysis:
Political Factors Affecting

Toyota’s Business:
Toyota have an opportunity of political
stability in the global market which helps
to minimize the political tension cause by
various factors. Toyota has made free
trade agreements for some of the
countries in which it is operating, it
involves Japan, Australia, Europe and
many other countries. The government
also provides facilities and opportunities to
Toyota so that they can satisfy and exceed
environmental expectations of people. But on the other hand, if the government is not
supportive than it might be difficult for Toyota to have a good reputation and growth in
that particular market place in that country.
1- Support of Government for ecofriendly products.
2- Opportunities that includes free trade agreements.
3- Stability of Toyota in various major markets.
Economic Factors Important to Toyota:

Toyota’s organizational development is influenced by the trends of economy. Economic
factor tells about the changes and economic situations of the organization. Following are
some the external factors of Toyota according to its macro and remote environment:
1- U.S. Dollar vs. Weaker Yen.
2- U.S. economy’s gradual growth in automotive market.
3- The growth of Toyota in developing countries.
Toyota got the opportunity to improve the process of its exports from Japan because the
Japanese Yen is weaker in many aspects. Toyota also got a big chance to grow its
business in the United States, and U.S. is often known as the second biggest market of
Toyota after Japan. Toyota improves its revenues by having a focus on the rapid growth
of these markets so that it can easily develop different techniques to work for its
progress and according to the economic condition of each country in which it is
operating.
Social Factors Influencing Toyota’s Business Environment:

In day to day business processes, Toyota experiences many different effects of
sociocultural or social factors. Social factors are a measure of all those factors that are
related to the people of a country. Toyota is making great efforts to have good relations
with its customers to maintain its growth and development. Following are some of the
main social factors of Toyota:
1- Hybrid cars helped Toyota to increase its interest rate.
2- Electric cars are a big opportunity for better growth of Toyota.
3- The gap in widening wealth is a threat to Toyota.
Toyota is providing more products in the categories of Hybrid and Electric vehicles so
that they can satisfy the customers and fulfill their expectations, this will increase the
interest and Toyota will get a much larger profit. But at the same time, Toyota has to
figure out the widening gap of wealth without declining middle class people. The main
revenue of Toyota source is the middle class. Therefore, in this social factor a major
concern of Toyota is widening wealth gap.
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Technological Factors in Toyota’s Business:

Technological factor is the most important factor in today’s technological business.
Toyota pays much attention to technological factors and the influence of technologies
and technological trends is also determined by Toyota to clearly understand the threats
and opportunities of technological factor. Following are some the most notable
technological factors:
1- The use of e-commerce is rising day by day providing benefits.
2- Technology of using mobiles is providing an opportunity to Toyota.
3- Cybercrime is a threat to Toyota.
Toyota is using it very frequently for doing many tasks in their everyday business
because technology is considered as a very important technology in every area of their
business. Toyota is completely dependent on technology. The rider’s convenience and
passenger safety effects the name of their brand so they are highly investing in
technology to keep their momentum up. Customers nowadays are more comfortable
with brands who are offering e-commerce for any purchasing or other inquiries. Toyota
launches cars which are low on fuel consumption are considered more better and have
grown in popularity.
Environmental Factors:
Ecological concerns are also included in strategic decision making of Toyota.
Environmental factor identifies the concerns related to natural environment of business
in any country. Environment has a big impact on the business of Toyota because of
various reasons. Following are some of the external factors of Toyota in macro and micro
environment:
1- Change in climate is considered as an opportunity for Toyota.
2- Declining of the oil reserves globally (opportunity).
3- Emphasis on Business sustainability has been increasing (threat).
Toyota has got the opportunities for providing environmentally friendly products for
example, higher fuel efficiency cars or electrical cars. Toyota has a right to improve its
business through increasing the process of selling automotive or vehicles by having a
focus on the environment of that particular country. Toyota is also cooperating with the
agencies of environment for the protection from threatened species. And it is also
popular that Toyota has been achieving various milestones in the field of environmental
area.
Legal Factors:
Legal factors can be explained as Laws and regulations which have a direct impact on
the business of Toyota. Main focus of Toyota is providing safety to the passengers and
still it has not been underestimated because of the problematic issue occurred because
of the safety bags troubled in the year of 2016. Many internal controls have been
implemented by Toyota to ensure safety throughout Toyota’s organization. Following are
the main external factors of Toyota:
1- Intellectual property laws have been improved by Toyota.
2- Complex environmental laws are introduced by Toyota.
3- Increasing in the implementation of consumer laws.
Opportunity has been given to Toyota to reduce the infringement related to its
intellectual property rights. The government is working continuously to improve the
intellectual property protection. Toyota follows the rules and laws of a country in which it
is operating its business and gives full guarantee to compliance the rules all over the
company on each level. Toyota promises to undertake a fair and open trade with
customers with neglecting the laws of a country.
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TOYOTA SWOT ANALYSIS

SWOT analysis is a measure of the internal and external strategic factors of a business.
The main purpose of SWOT is to pin out the points of significant opportunities, the
weaknesses that Toyota must focus on by
using its strength, the threats which Toyota
has to overcome. Toyota is known as a
leader globally in the automotive industry.
This SWOT analysis will provide complete
knowledge of the insights that how the
business is influenced by these factors. High
performance of Toyota is a prove of its
ability to progress and developing more and
more each day. Following are the Strengths,
Weaknesses, Opportunities and Threats of
Toyota:
Strengths:
Toyota has many strengths in the business world. Toyota keeps itself far ahead from its
competitors. To grow bigger Toyota is blessed with professional and skilled power all
across the world. Toyota has invested heavily to get resources and they get much better
in response. Toyota had 348,877 skilled human resources by the year of 2015. Toyota is
developing itself that it will remain on the top in functional strategies and operating
system. Toyota has examples in the manufacturing and practiced management system.
People trust Toyota on a higher level, therefore whenever people are going to purchase
cars, they always look for the brand name of Toyota because it has made a very good
reputation in the market place which keeps Toyota above all of its competitors in the
automotive industry. It has made a large variety of products from hybrid to electric cars.
Toyota main strengths are the following:
1- Supply chain Global.
2- Innovation capabilities rapidly increasing.
3- Name of its strong brand.
Weaknesses:
Toyota have to depend on its suppliers as it has suppliers all over the world. This has
made the production a bit slow. New technology has been developed by Toyota, its name
is green vehicle technology, it was failed to get the attention of various customers and
was not able to grab the actual market. There is a big problem of Toyota that some of its
large vehicle recalls, negative publicity takes place because the rate is higher in vehicle
recalls. There are mainly 4 flagships of Toyota such as, Lexus, Hino, Daihatsu but only
two of them Lexus and Toyota have been successful for making it a famous brand
around the globe. There are many internal strategic factors often known as obstacles
which can disturb the growth of Toyota brand. Following are the main weaknesses of
Toyota:
1- Recalls of the defected products in recent years.
2- Organizational culture’s secrecy.
3- Stratified organizational structure.
Opportunities:
Technology and economic trends are the basis of opportunities for Toyota. Toyota has
been engaged in developing markets and further expanding its markets to increase its
revenues. As the current trends for higher fuel efficiency vehicles demand and interest is
getting more and more, Toyota is engaged to focus on these directions because it is a
present opportunity for Toyota to penetrate its market and make a good reputation in
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the global world of automotive industry. Perspectives of the people has change and their
demands are increasing specially the demand for green vehicle technology is getting on
a higher rate nowadays and it is considered as big opportunity for Toyota. Much revenue
can be achieved if Toyota focuses on this area. Most significant opportunities of Toyota
are as follows:
1- Developing countries growing markets.
2- Interest getting higher in advanced technology vehicles.
3- Fuel-efficient vehicles demand has been increased.
4- Weak Japanese U.S. versus Japanese Yen.
Threats:
At present, there are many competitors of Toyota in the automotive industry their names
are, Ford, Hyundai, Volkswagen and Mitsubishi. These competitors are making it difficult
for Toyota to stand strongly in the market. Toyota has been facing a threat of low-cost
vehicles from Chinese, Indian manufacturers and Korean. Raw materials cost which are
used to manufacture Toyota Vehicles are increasing so there is big increase in the cost of
end product. When exchange rates of a country fluctuate, there is a big possibility of
lower profit, this can also be a big threat for Toyota at several different times of the
year. For example, Japan Yen is quite smaller so when the revenues are sent to Japan it
automatically becomes low while comparing to other currencies of various countries. The
main threats of Toyota are as the following:
1- Increase in the number of competitors rapidly.
2- Low-cost competitors getting higher in growing market presence.
TOYOTA SMART OBJECTIVES

Specific:
By the year of 2050 in future, as compared to 2010 global average Toyota is planning to
reduce the carbon emissions by the percentage of 90. Toyota is investing in automotive
technologies generation and are trying to encourage to spread widely the use of energy
conservation, in this way the fuel sources will be diversified. Toyota has planned to
introduce a technology which will reduce the consumption of industrial water through the
use of rain water and by recycling the waste water
of plants. Toyota has set a goal to develop
vehicles more and more to reduce the amount of
manufacturing negatively.
Measurable:
Toyota has the ability to use metrics to decide the
success of its brand. Toyota plans the starting
date and the ending date for each new
established. Toyota has a mission to work for
“recycling-based society and systems” from the
promotion of end-of-life vehicle of treatment and
the technologies of recycling that was developed
in Japan after the establishment in 2016 of two
recycling projects. In this process, some of the
resources are used more efficiently by using parts
of eco-materials for longer, from end-of-life
vehicles building cars and improving the recycling technologies.
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Achievable:
Toyota ensures that what so ever goals and objectives they are planning will be
achievable at present and in the future. Their plans always depend upon their success
and welfare of the community. Toyota has achieved huge success in manufacturing cars
which are less fuel efficiency and will work for a longer period of time. Toyota has made
great achievements in Lexus and SUV vehicles by earning a large profit.
Realistic (Relevant):
Toyota set their realistic goals in such a way that all the people working in their
organization are given different goals because it is not possible that all the managers,
directors and employees will work on the same goal. All of them have different duties
towards the success of their organization. And there are many other important issues
that require more attention and have to be focused on without any kind of ignorance.
Therefore, Toyota gives responsibility to different team members to work on the various
objectives of the organization.
Time-bound:
Toyota makes better techniques to achieve its goals in a short period of time. Simply if
their goal requires a large period of time, Toyota sets a realistic timeline and break the
goal down into tasks and objectives, after that Toyota gives the duties to specific team
members. In this way, goals are accomplished in a short period of time, it helps in the
fast progress and best performance of Toyota’s organization.
LIMITATIONS OF MARKETING RESEARCH

The limitations used by Toyota of marketing research is that it is not possible that all the
data collected for each customer will be the same, it may differ in various ways. The
data can be adjusted in a number of potential routes for example, biased interviewers,
leading questions and unrepresentative samples. Another limitation is that the behavior
of the customer keeps on changing, Toyota cannot give a guarantee that customers will
come and buy their new product. It is possible that
their products will go in loss. The result of the
research will not come out the same for all
customers.
Budgetary constraints can also be a limitation for

Toyota while doing marketing research, collecting the
data and processing it can be a very expensive
activity and it can cost more higher to the Toyota
brand. It is also possible that due to lack of expertise
that are used to conduct surveys to gather normal
information related to customers or market or Toyota
may not be successful in hiring market research
agencies because of the shortage of benefits. In this
situation, Toyota has to rely on such information
which may not be accurate and are from other
secondary sources.
Legal and ethical constraints is also considered as a limitation for Toyota. An example
of this limitation can be defined by taking a measure on the Data Protection Act (1998)
because it contains a number of limitations for holding and collecting data in marketing
research of Toyota. It is the responsibility of Toyota to ensure that all of the data
information which they have collected is kept in a secure place and no other sources can
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have access to it. This data is only used for purposes related to law or in case of any
infringement and is also kept until the time it is needed. It is important for Toyota to
declare the reasons for collecting holding the data and customers must be involved while
making out decisions for their personal data.
Time constraints is the third limitation of marketing research, Toyota has to build a
clear picture about the needs of the customers and the expectations which they are
having related to Toyota’s products. It is essential for Toyota to keep an eye on these
expectations and made its product in such a way that all the customers are satisfied with
their product and service related to the product. Toyota must avoid making decisions on
its own without making a figure on customers choice. This limitation can also help Toyota
in maintaining its reputation and growth in the market of automobiles.
Reliability of data is necessary for carrying out any kind of marketing. But at the same
time this can also be a big limitation for Toyota. Because making sure that all the
information or data related to any of the customer is not easy, it is possible that the
customers may not provide reliable information due their privacy concerns they may not
give proper information about themselves. This can cause a big problem for Toyota
brand. They must have a knowledge that the information provided by the customers is
real or fake otherwise they will have to face a loss in their marketing of the products.
Making poor decisions on false information is a very weak point for Toyota’s growth and
development in the trading market.
IMPROVING THE VALIDITY OF MARKETING RESEARCH FOR

TOYOTA’S DEVELOPMENT
The validity of marketing research of Toyota can be improved in various ways and it can
highly affect the marketing strategies. Toyota can develop marketing techniques to cater
what are the needs of the members of their target market. Toyota must design their
questions in a valid marketing method, making sure that the questions asked in this
marketing research are valid and all the sample are ready to present in front of the
members. Following are the three recommendations for improving the validity of the
marketing research for the development of Toyota’s marketing plans:
Avoid Self-selection:
The survey for valid samples must
be done randomly. The survey
correspondents must be allowed to
decide whether they want to give
answer for the survey or else they
are not interested answering it.
Toyota must pick out the surveys
at random and clarify that the
correspondents who have not
answered the questions as “did not
respond”. Toyota should hire a
group of volunteer adds because the volunteers are easily adjustable for sharing the
characteristics for the whole group that has been targeted. The ways to conduct a survey
must be changed in order to get enough sample while doing a random selection. Giving
such facility in the survey makes a good reputation for the brand in the market place and
helps in future progress. Toyota must avoid self-selection in order to improve the validity
of marketing research.
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Ask Specific and Objective Questions:

It is important for Toyota to ensure that the approach is correct, the purpose of research
and surveys must be finding out data and getting it gathered in a specific fashion but
neutral way. While doing survey Toyota must make focus on such questions to ask its
customers for example, “will you pay more for better quality?” The result of the survey
can be positive or negative, it depends upon the choice of people that either they want
better quality or else they can only afford normal prices and are not ready to pay more
even if it’s a more better-quality product. A more effective strategy that Toyota can
adopt for survey is to ask a question for example, “How much more will you pay for
leather instead of plastic”. This strategy can help more than the first one because in this
strategy customers are given a choice to decide what kind of material they would like to
have for their selected product.
Use Screening to Make Your Sample Representative:

Toyota must ensure that the screening is done very carefully, a random sampling survey
technique will give thousands of results from even those members who are not the part
of survey. It is better that when Toyota is doing survey, it may collect all the samples
and then choose those samples which are not according to its selection criteria to split it
out from the survey results. For example, if the company of Toyota is surveying only a
few members, it can say ask a question like “how often you were purchasing our brand
products” this kind of questions will provide help to the company for deciding whether
the respondent is a member of their targeted group or not. Another example is that, if
the targeted criteria is pensioners, it will help Toyota to screen younger respondents to
cut them off from the survey and easily find results with identifiable characteristics.
Below is the presentation of the New seven-seater SUV Toyota Rush that was launched
in Dubai in the swanky surrounds of the Palazzo Versace Hotel.
MARKET SEGMENTATION
Slide 1
In tro d u c tio n By Sa im a Arsh a d

To Ma rke tin g
24
25
Slide 2
Ma rke t Se g m e n ta tio n
 Th e p ro c e ss o f d ivid in g th e m a rke t
b e tw e e n th e b u sin e ss a n d a b ro a d
c o n su m e r, in c lu d in g th e p o te n tia l
a n d e xistin g c u sto m e rs in to sm a lle r
g ro u p s is kn o w n a s m a rke t
se g m e n ta tio n .
It is based on some sort of characteristics shared. The main of focus while doing market
segmentation is that the researchers look for those characteristics that are common for
example, similar lifestyles, common interests, similar demographic profiles and even
shared needs. The foremost aim of segmentation is to find and target those groups of
segments which will be much profitable and will have good potential growth. So, by
making special attention to these segments it becomes target markets.
26
Slide 3
Typ e s o f Ma rke t Se g m e n ta tio n
 B2B se lle rs: Bu sin e ss to b u sin e ss se lle rs m ig h t

se g m e n t th e m a rke t b y d ivid in g th e ir ta rg e t
m a rke t in to d iffe re n t c o u n trie s a n d b u sin e sse s.
 B2C se lle rs: Bu sin e ss to c u sto m e r se lle rs u su a lly
se g m e n t th e ir ta rg e t m a rke t in to life style
se g m e n ts, a n y m e a n in g fu l se g m e n t,
d e m o g ra p h ic se g m e n ts a n d b e ha vio ra l
se g m e n ts.
These segmentations are done by various organizations for day to day activities and
there are many brands that are mostly dealing as B2B sellers. Whereas B2C sellers have
their own target market around various countries of the world.
27
Slide 4
Ta rg e t Ma rke t
 A se rvic e a b le m a rke t o f a g ro u p
o f c u sto m e rs o n w h ic h a b u sin e ss
a im s o f m a kin g m a rke tin g
re so u rc e s a n d e ffo rts is kn o w n a s
ta rg e t m a rke t.
 It is a su b to ta l o f th e w h o le m a rke t
fo r a se rvic e o r p ro d u c t.
 It m a in ly c o n sists th o se c u sto m e rs
w h o h a ve sim ila r c h a ra c te ristic s
su c h a s lo c a tio n , life style , in c o m e
or a ge .
One of the final steps for market segmentation process is choosing a suitable target
market. Soon after when the basics of research is carried out to clarify those markets, it
heavily depends on the marketer’s judgment that what target market he wants to
choose. It is also possible that whatever the business is, it may select more than one
target markets that can be a primary target and a secondary target.
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Slide 5
Po sitio n in g
 Th e p la n n in g to p o sitio n a b ra n d o n a p la c e w h e re its n a m e is
d istin g u ish e d fro m o th e r c o m p e titive b ra n d s a n d c u sto m e rs w ill m o re
like ly c o m e to th e ir m a rke t is kn o w n a s p o sitio n in g (m a rke tin g ).
 To p ro m o te th e na m e o f th e ir b ra n d , a c o m p a n y m a y d e sc rib e th a t
h o w th e ir p ro d u c t a n d se rvic e is d iffe re n t a n d u n iq u e fro m o th e r
c o m p e titive b ra n d s p ro d u c ts.
Another way of positioning is that the company will try to make a good image of its
products by pricing it inexpensively, making it high-end or high-level, luxurious or
utilitarian and premium.
29
Slide 6
Ba se s o f Ma rke t
Se g m e n ta tio n
Bases of segmentation explains the differentiation between Geographic, Psychographic,

Demographic and Behavioral. These segments are very important for making a brand
successful by having a clear focus on customer needs regarding different variable,
preference, lifestyle, income and behavior.
30
Slide 7
G e o g ra p h ic
Se g m e n ta tio n
 In g e o g ra p h ic
se g m e n ta tio n , th e
m a rke t is d ivid e d o n th e
b a sis o f g e o g ra p h y.
Pe o p le w h o b e lo n g to
d iffe re n t re g io n s m ig h t
h a ve d iffe re n t kin d s o f
re q u ire m e n ts fo r sp e c ific
p ro d u c ts.
This is the most important fact which marketers focus while doing market segmentation
according to geographic. For example, Malaysia is a tropical state as there are many rain
forests and there is a big demand for dependable four-wheel vehicles to thrust them.
Toyota presently sold Fortuner, Hilux and rush because these four wheels helps to work
good on rough terrain and last even at worst conditions.
31
Slide 8
De m o g ra p h ic
Se g m e n ta tio n
 Th e m a rke t th a t is d ivid e d o n
th e b a sis o f d e m o g ra p h ic
va ria b le s su c h a s, g e n d e r, a g e ,
fa m ily size , re lig io n , o c c u p a tio n ,
in c o m e , ra c e , n a tio n a lity a n d
m a rita l sta tu s is kn o wn a s
d e m o g ra p h ic se g m e n ta tio n .
For example, this segmentation is mainly followed by Toyota, whereas Toyota’s main
market are the top-class people, mid class people of the society or can be defined as
higher earners or average earners worldwide. Toyota has manufactured Lexus primarily
for the top-class society and Corolla or Avanza are specially designed and priced for the
middle-class society.
32
Slide 9
Be h a vio ra l
Se g m e n ta tio n
 Th e m a rke t se g m e n ta tio n
w h ic h is d o n e o n th e b a sis
o f a u d ie n c e b e h a vio r,
c h o ic e , u sa g e , p re fe re n c e
a n d d e c isio n m a kin g is
kn o w n a s b e h a vio ra l
se g m e n ta tio n .
The division of this segmentation is based on how much the customers have knowledge
of the product and its usage. It is very important to be aware about the audience
behavior so as to decide what are the choice of customers regarding a product.
33
Slide 10
Psyc h o g ra p h ic Se g m e n ta tio n
 Th e se g m e n ta tio n w h ic h d ivid e s th e c u sto m e rs o n

th e b a sis o f th e ir life style , a ttitu d e a n d p e rso n a lity is
kn o w n a s Psyc h o g ra p h ic Se g m e n ta tio n .
The process of this segmentation is based on that the behavior of the consumer will be
influenced by his lifestyle and personality. For example, this segmentation is done by
Toyota because it is promoting cars for elite and prestige i.e. Lexus cars and Land
Cruiser. The demand for Lexus and Land Cruiser is much higher in dubai due to the
luxurious lifestyle of Arabs, whereas the demand for these vehicles is less in Pakistan
due to lifestyle of people living there.

34
Slide 11
To yo ta Fo rtu n e r(B2C )
 To yo ta Fo rtu n e r ta rg e ts th e
g e o g ra p h ic a l se g m e n ta tio n .
 Fo r e xa m p le , Ma la ysia is a tro p ic a l
sta te a s th e re a re m a n y ra in fo re sts
a n d th e re is a b ig d e m a n d fo r
d e p e n d a b le fo u r-w h e e l Fo rtu n e r to
th rust th e m .
 To yo ta p re se n tly so ld Fo rtu n e r
b e c a u se th e se fo ur w h e e ls h e lp s to
w o rk g o o d o n ro u g h te rra in a n d la st
e ve n a t w o rst c o n d itio n s.
 To yo ta Fo rtu n e r ta rg e ts th e
c usto m e rs w h o h a ve b ig g e r fa m ilie s
to fit in e a sily.
Toyota SW8 is the second name for Toyota Fortuner, it is originally manufactured in
Thailand by Toyota Motor Corporation and later on it was also built in other countries like
Thailand and Indonesia. IT has three rows of seats. It is also a part of IMV project
operation in Thailand.
35
Slide 12
To yo ta In fin iti(B2C )
 De m o g ra p h ic se g m e n ta tio n is
m a in ly fo llo w e d b y To yo ta ,
w h e re a s To yo ta ’s m a in m a rke t
a re th e to p -c la ss p e o p le a n d
m id c la ss p e o p le o f th e
so c ie ty.
 To yo ta In fin iti is sp e c ia lly
d e sig n e d a n d p ric e d p rim a rily
fo r th e to p c la ss so c ie ty.
 Pe o p le livin g in U.A.E c a n
a ffo rd th is e xp e n sive c a r
b e c a u se th e sta tu s o f Ara b s is
u su a lly h ig h .
It is a division of Japanese automaker Nissan. Toyota Infiniti have headlights range on

both front and back sides of cars in curve. It allows the passengers to select programs
for access through their smartphones, playing radio, using internet and other
interconnected activities.
36
Slide 13
To yo ta Hyb rid
EV(B2C )
 To yo ta u se s b e h a vio ra l
se g m e n ta tio n a n d ta rg e ts th o se
in d ivid u a ls o r c u sto m e rs wh o a re
m o re in te re ste d in b u yin g e n e rg y
sa vin g c a rs a n d a re c o n c e rn e d
with e n viro nm e nta l frie n d ly c a rs
su c h a s Hyb rid EV ve h ic le a n d
p lu g in Hyb rid ve h ic le .
 Th is se g m e n ta tio n c rite ria fo r
To yo ta is to fo c u s o n so c ia l
c la sse s o f th e c u sto m e rs in o rd e r
to sa tisfy th e m fo r th e ir
e xp e c ta tio ns.
It was first established and introduced on the Prius, Toyota Hybrid is designed basically
for those people who are much friendly with the environment. Most recently Lexus and
Toyota have adopted the electric drive system.
37
Slide 14
To yo ta La n d C ru ise r(B2C )
 Psyc h o g ra p h ic a n d d e m o g ra p h ic
se g m e n ta tio n is d o n e b y To yo ta to
ta rg e t th o se c u sto m e rs o r in d ivid u a ls
w h o p re fe r h a vin g a lu xu rio u s life style .
 Th e d e m a nd fo r La n d C ru ise r is m u c h
h ig h e r in Un ite d Ara b Em ira te s b e c a u se
p e o p le fe e l m o re c o m fo rta b le fo r
tra ve llin g in a c a r tha t is m o re
c o m fo rta b le a n d la vish .
 O n ly h ig h in c o m e p e o p le c a n a ffo rd
To yo ta La n d C ru ise r.
It is a four-wheels vehicle and it is manufactured by a Chinese maker. By the year of

2018 Toyota has sold more than 6.5 million products worldwide.
38
Slide 15
To yo ta Ca m ry(B2B)
 De m o g ra p hic se g me nta tio n is d o ne b y To yo ta

a s it ha s m a d e a g re e m e nts with the Duba i
g o ve rnme nt fo r pro vid ing To yo ta Ca m ry
ve hic le s fo r the ir use o f ta xis a nd p ub lic
tra nsp o rta tio n p urp o se s.
 It is c o nsid e re d a s a b usine ss to b usine ss
p ro duc t.
 To yo ta ha s ta rg e te d Dub a i fo r busine ss d e a ling s
o f To yo ta Ca m ry.
It is an international product that is sold by a Japanese manufacturer, it has spanned

multiple generations. It has been titled by Toyota as the second “world car” after the
Corolla.
39
Slide 16
To yo ta
C o a ste r(B2B)
 To yo ta C o a ste r ta rg e ts th e
d e m o g ra p h ic se g m e n ta tio n .
 To yo ta c o a ste r is sin g le d e c ke r
m in i-b u s m a n u fa c ture d b y To yo ta
Mo to r C o rp o ra tio n .
 It is u se d fo r m a n y p u rp o se s b y
va rio u s firm s fo r e xa m p le ,
u n ive rsitie s, c o lle g e s a n d o th e r
b u sin e ss o rg a n iza tio n s.
 To yo ta c o a ste r is c o m fo rta b le
a n d h a ve a ve ry la rg e sp a c e fo r
25 to 30 p e rso n s to fit in e a sily.
The Toyota Coaster is very useful when it comes to transport more than 15 individuals to
some destination that is near or far. The coaster is common in many countries of the
world for example, Hongkong, Africa, Singapore, Middle east and Japan.
40
Slide 17
 The m ixtu re o f th e m a rke tin g a c tivitie s th a t in c lu d e s p ro d u c t,

Ma rke tin g p ric e , p la c e a n d p ro m o tio n is kn o wn a s m a rke tin g m ix.
Mix:  The in vo lve m e n t o f th e se 4p ’s a re im p o rta n t fo r m a kin g a
b u sin e ss su c c e ssfu l.
Marketing mix is known as a foundation model. It is basically a set of different tools

helps in practicing for making decisions. The marketing theory of these 4p’s was
published in the year of 1960.
41
Slide 18
4p ’s o f
m a rke tin g
m ix o f
To yo ta
Ru sh a re 
42
Slide 19
Ma rke tin g Mix o f To yo ta Ru sh

Pro d uc t- Pric e -
• Sha rp e le g a nt styling • The p ric e o f To yo ta in U.A.E is 68,000
• e a sily tra ve rse ro ug h ro a d s d hs
• hig h ra g e a nd de p a rture a ng le s • The p ric e will b e a ffo rd a b le
• e q uip p e d with SRS d rive r se a t • Me d ium inc o m e p e o p le c a n b uy
a irba g a nd c urta in shie ld a irb a g s
Pla c e - Pro m o tio n-

• Va rio us d istrib utio n c ha nne ls in • Ad ve rtising b a nne rs o n stre e ts
Dub a i • Pro m o tio n thro ug h te le visio n
• Sho wro o m s in Ra s Al Kha im a h, Al • Ad d s o n ne wsp a p e rs
Ain a nd Ab u Dha b i • Pro m o ting the uniq ue ne ss a nd
• Al Futta im Mo to rs sta nd a rd q ua lity
• Ma ny o the r m o to r ve hic le • So c ia l Me d ia
sho wro o m s
Toyota is offering a wide range of products in different countries in which it is operating.

For example, Toyota rush is designed in a sharp elegant styling, it can easily traverse
rough roads because of its high rage and departure angles. The new Rush is equipped
with SRS driver seat airbag, front passenger seat airbag, side airbags (for front and rear
seats) and also curtain shield airbags. Toyota prices its products according to the
economic environment of a country. Toyota has a wide distribution channel of its
products. Toyota uses various tools for the promotion of its products such as free car
services, promotional pricing, discounts and finance offers.
43
Slide 20
Ma rke tin g Mix o f To yo ta Ru sh (Ho u se h o ld s)
• Ad justa b le c o m fo rts • Pric e va rie s b e twe e n 80,000-90,000
• Antilo c k b ra king sy ste m d hs
• Fro nt a nd re a r se a ts a irb a g s • Pe o p le with b ig g e r fa m ilie s will b e
• Fo g La mp s a d justa b le with the p ric e
• Cha rg ing slo ts

• To yo ta Airp o rt Ro a d Dub a i • Thro ug h Te le visio n Sc re e ns
Sho wro o m • Multim e d ia
• To yo ta - Al Futta im Mo to rs • Online We b site s
• To yo ta Se rvic e Ce ntre Sha rja h • So c ia l Me d ia
• To yo ta Sho wro o m Dub a i
Households are more interested in buying cars in which their big families will be easily
adjusted and can travel even on long distances without any difficulty. They can afford
even if the prices are a bit expensive because nowadays most of the households are
working to run their family. And the salary can be enough to purchase Toyota Rush at
the given price in the above marketing mix.
44
Slide 21
Ma rke tin g Mix o f To yo ta Ru sh (Yo u n g

Pro fe ssio n a ls)
• Luxurio us inte rio r a nd e xte rio r • Pric e va rie s b e twe e n 55,000-60,000
• Hig h sp e e d o p tio ns • Ea sily a ffo rd a b le b y Yo ung g ro up o f
• Auto m a tic func tio ns o f AC ind ivid ua ls o f lo we r a nd hig he r
• Auto g e a r inc o m e b o th
• Ha nd s-fre e c a lling fe a ture • Pric e s will b e d isc o unte d o n m a king
c a sh p a y m e nts
• To yo ta will ha ve va rio us d istrib utio n • Auto m o tive d ig ita l Ad ve rtising
c ha nne ls a ro und U.A.E • Ele c tro nic a d ve rtising
• Ava ila b le in d iffe re nt b ig o r sm a ll • So c ia l Me d ia a nd Multim e d ia
sho wro o m s • Ad ve rtise m e nts p ic ture s o r b a nne rs
o n stre e ts
Young professionals have much more requirements than that of households. They expect
a comfortable and large space car with full speed options and charging slots. Young
professionals are more interested in the appearance of their car instead of the luxurious
design. They prefer sports car than driving a normal car. The options for the car must
include high speed and automatic gear. Mostly young professionals are in their
developing age so they don’t prefer buying an expensive car.
45
Slide 22
Re fe re n c e s
 Du tta , A. a n d Dutta , A. (2018). Ma rke t Se g m e n ta tio n – De fin itio n , Ba se s, Typ e s & Exa m p le s.
[o n lin e ] Fe e d o u g h. Ava ila b le a t: h ttp s:/ / ww w .fe e d o u g h.c o m / m a rke t-se g m e n ta tio n -d e fin itio n -
b a sis-typ e s-e xa m p le s/ [Ac c e sse d 8 De c . 2018].
 En.wikip e d ia .o rg . (2018). Ma rke t se g m e n ta tio n . [o n lin e ] Ava ila b le a t:
h ttp s:/ / e n .w ikip e d ia .o rg / w iki/ Ma rke t_se g m e n ta tio n [Ac c e sse d 8 De c . 2018].
 Ac e a llo ywh e e ls.c o m . (2018). Ma rke t Se g m e n ta tio n To yo ta C o n su m e r Bu yin g De c isio n Pro c e ss
Hilu x Ma rke tin g Essa y – a c e a llo yw h e e ls. [o n line ] Ava ila b le a t: h ttp s:/ / a c e a llo yw h e e ls.c o m / 20-
m a rke t-se g m e n ta tio n-to yo ta -c o n su m e r-b u ying -d e c isio n -p ro c e ss-h ilux-m a rke tin g -e ssa y/
[Ac c e sse d 8 De c . 2018].
 To yo ta .a e . (2018). Ne w To yo ta Rush C a rs fo r Sa le in the UA E | To yo ta . [o n lin e ] Ava ila b le a t:
h ttp :/ / w w w .to yo ta .a e / n e w -
c a rs/ ru sh / ? utm _so u rc e =g o o g le &u tm _m e d iu m =c p c &u tm _c a m p a ig n =2018-9-b r-tm c -ru sh-
to yo ta &u tm _c o n te n t=e n [Ac c e sse d 8 De c . 2018].
 En.wikip e d ia .o rg . (2018). Po sitio n in g (m a rke tin g ). [o n lin e ] Ava ila b le a t:
h ttp s:/ / e n .w ikip e d ia .o rg / w iki/ Po sitio n in g _(m a rke ting ) [Ac c e sse d 8 De c . 2018].
 En.wikip e d ia .o rg . (2018). Ta rg e t m a rke t. [o n line ] Ava ila b le a t:
h ttp s:/ / e n .w ikip e d ia .o rg / w iki/ Ta rg e t_m a rke t [Ac c e sse d 8 De c . 2018].
 Th e Na tio n a l. (2018). To yo ta Ru sh la u nc h e d a t Du b a i's Pa la zzo V e rsa c e – in p ic tu re s. [o n lin e ]
Ava ila b le a t: h ttp s:/ / w w w .th e n a tio n a l.a e / life style / m o to ring / to yo ta -ru sh -la u nc h e d -a t-d u b a i-s-
p a la zzo -ve rsa c e -in -p ic tu re s-1.730396 [Ac c e sse d 8 De c . 2018].
46
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Unit 3

Unit No. & Unit 3 – Introduction to Assessor’s Sangeeta Malhotra

Assignment Introduction to Issue Date November 11, 2018

Deadline December 18, 2018 Submitted on December 18, 2018

describe the limitations and constraints of

describe how a selected organisation uses

P4 use marketing research for marketing planning 2 17-21

explain how and why groups of customers are

develop a coherent marketing mix for a new

compare marketing techniques used in

M2 explain the limitations of marketing research 1 22

used to contribute to the

Consumer Protection Act:...........................................................................................................11

Use Screening to Make Your Sample Representative:.................................................................23

Since I am working as a marketing consultant for Toyota and Mitsubishi, I have

GROWTH STRATEGIES IN RELATION TO ANSOFF’S MATRIX

TOYOTA RELATIONSHIPS WITH CUSTOMERS

MITSUBISHI RELATIONSHIPS WITH CUSTOMERS

Mitsubishi makes a mutual understanding to build a strong relationship with its

TERMS OF LEGAL LIMITATIONS

Sale of Goods Act 1979:

The Consumer Protection from Unfair Trading Regulations 2008:

Consumer Protection Act:

Data Protection Act 1998:

Advertising Standards Authority:

Marketing Techniques of Toyota:

Marketing techniques of Mitsubishi:

EFFECTIVENESS AND INEFFECTIVENESS OF THE USE OF

PRIMARY AND SECONDARY RESEARCH INFORMATION

Types of Types of data What Toyota collects How the research

Primary-face to Qualitative Toyota uses face to face Records of face to face

can have the same data making future

TOYOTA PESTLE ANALYSIS

Political Factors Affecting

Economic Factors Important to Toyota:

Social Factors Influencing Toyota’s Business Environment:

Technological Factors in Toyota’s Business:

TOYOTA SWOT ANALYSIS

TOYOTA SMART OBJECTIVES

LIMITATIONS OF MARKETING RESEARCH

Budgetary constraints can also be a limitation for

IMPROVING THE VALIDITY OF MARKETING RESEARCH FOR

Ask Specific and Objective Questions:

Use Screening to Make Your Sample Representative:

In tro d u c tio n By Sa im a Arsh a d

Typ e s o f Ma rke t Se g m e n ta tio n

 B2B se lle rs: Bu sin e ss to b u sin e ss se lle rs m ig h t

Bases of segmentation explains the differentiation between Geographic, Psychographic,

 Th e se g m e n ta tio n w h ic h d ivid e s th e c u sto m e rs o n

It is a division of Japanese automaker Nissan. Toyota Infiniti have headlights range on

It is a four-wheels vehicle and it is manufactured by a Chinese maker. By the year of

 De m o g ra p hic se g me nta tio n is d o ne b y To yo ta

It is an international product that is sold by a Japanese manufacturer, it has spanned

 The m ixtu re o f th e m a rke tin g a c tivitie s th a t in c lu d e s p ro d u c t,

Marketing mix is known as a foundation model. It is basically a set of different tools

Ma rke tin g Mix o f To yo ta Ru sh

Pla c e - Pro m o tio n-

Toyota is offering a wide range of products in different countries in which it is operating.

Ma rke tin g Mix o f To yo ta Ru sh (Ho u se h o ld s)

Pla c e - Pro m o tio n-

Ma rke tin g Mix o f To yo ta Ru sh (Yo u n g

Roll, M. (2018). Brand Extension Success —New Profit Growth. [online]

NICHOLSON, G. (2018). News - Mitsubishi. [online] GoAuto. Available at: