Analysis of -setting of market strategy by Toyota. How it has become world's leading automobile manufacturer? and will it continue to do so....

1. MINI CASE ANALYSIS ON
TOYOTA

2. ABOUT THE
COMPANY
• Multinational automobile manufacturer headquartered
in Japan.
• Second largest automobile manufacturer behind
Volkswagen group.
• Market leader in sales of hybrid electric cars (Prius family)

3. Global Presence

5. PRODUCT
DIFFERENTIATION
• Customization
• Reliability and
features

6. MARKET
SEGMENTATION
• Demographic- related to
age, gender, nationality
etc.
• Psychographic – related to
life-style, social class,
personal values etc.

7. MARKET
PLANNING

8. 1. PLACE
• Robust chain of dealerships and
retailers across the globe
• Dealership = maximize sales
Retailers = additional support

9. 2. PRODUCT
• Company has separate ranges for
variety of vehicles
• Lexus automobiles are luxury
products from the company.
• Welcab series is modified for the
elderly and people with disabilities

10. 3. PRICE
• A) Market oriented – based on
market competitors and conditions
• B) Value based – based on actual &
perceived value of any product e.g.
luxury cars

11. 4. PROMOTION
• A) Personal selling through dealerships
• B) Advertisement by TV, newspaper,
billboards
• C) Public relation programs to promote
social cause like TogetherGreen
program
• D) Direct selling for corporate clients.

12. MANUFACTURING

13. • Integration of assembly plants to a single giant network so as to
customize cars for local markets and satisfy surges in demand from
markets worldwide
• Manufacturing Multiple models at same time -> increase in
productivity

14. HYBRID CARS

15. • Pioneered by Toyota Prius –first mass
produced hybrid vehicle
• Uses both battery powered and fuel engine
• Use of regenerative braking to store
electrical energy.
• More than 12 million hybrid vehicles sold till
now
• Use of blockchain technology in car Industry

16. Q1
• Toyota has built a huge
manufacturing company that
can produce millions of cars
each year for a wide variety of
consumers. Why was it able to
grow so much bigger than any
other auto manufacturer?

17. • Toyota has been a good observer and deliver according to the needs
of different segments of target population. They have vast variety of
product to choose from. It includes subcompacts, luxury, SUV, trucks,
minivans etc.
• Manufacturing productivity increased due to multiple models
assembly at same time. Also mass communication played a pivotal
role for promotion.

18. Q2
• Has Toyota done the
right thing by
manufacturing a car
brand for everyone?
Why or why not?

19. • Yes, I think it is a right decision to produce for everyone because:-
• Customer get a variety of products to choose from as well as mixed
product price range to cut through competition
• This also leads to division of market segment so that company can
cater to segment needs

20. SUMMARY

21. DISCLAIMER
• Created by Shubhayu Khedia, The LNMIIT Jaipur, during a marketing
internship by Prof. Sameer Mathur, IIM-Lucknow.