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Marketing Plan Assignment : Toyota

   

Added on  2021-01-02

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A MARKETING PLAN FORTHE TOYOTAFORTUNER IN THEMALAYSIAN MARKET

Table of ContentsINTRODUCTION...........................................................................................................................42.0 THE MALAYSIAN AUTO MOBILE MARKET-PLACE......................................................42.1 Size of the market and market segment ...........................................................................42.2 Key market players and their market share ...................................................................42.3 The SUV market segment ..............................................................................................53.0 THE TOYOTA FACTOR .........................................................................................................53.1 Brief history .....................................................................................................................53.2 Toyota performance strategies.........................................................................................63.3 TOYOTA performance (GENERAL)..............................................................................63.4 Toyota performance in the SUV segment .......................................................................64.0: THE MALAYSIAN AUTOMOBILE MARKETING ENVIRONMENT ..............................74.1 Law and policies ..............................................................................................................74.2 The social and cultural factors impact..............................................................................74.3 Economic factor impact ...................................................................................................74.4 Technological impact ......................................................................................................74.5 Overall conclusion from the analysis and its impact on Toyota.....................................85.0: THE COMPETITIVE ENVIRONMENT – SUV SEGMENT................................................8Porter's five force model.........................................................................................................85.1: the intensity of the existing rivalry .................................................................................85.2: the treat from new entrants..............................................................................................85.3: the bargaining power of the buyers.................................................................................95.4: The threat from substitutes..............................................................................................95.5: the threat from suppliers................................................................................................105.6: overall conclusion from this analysis and its impact on Toyota ..................................106.0: THE KEY SUCCESS FACTOR (KSF) IN THE SUV MARKET........................................106.1: identify the KSFs...........................................................................................................106.2: how does the Fortuner score in the KSF test?...............................................................117.0: A COMPETITIVE ANALYSIS OF THE FORTUNER........................................................127.1: the competitive analysis ...............................................................................................127.2 Conclusion from the analysis........................................................................................12

8.0: THE ROLE OF THE MARKETING RESEARCH...............................................................138.1: the proposed marketing research strategy.....................................................................138.2: the impacted findings from the marketing research......................................................139.0: THE PROPOSED MARKETING STRATEGY IF THE FORTUNER.................................139.1: a summary of the SUV market environment.................................................................139.2: the objective for 2019 and 2020....................................................................................139.3: the target market segment..............................................................................................149.4: The profile of the target consumer ...............................................................................149.5: packing the value proposition (relative to price)...........................................................149.6: promoting the Fortuner brand........................................................................................149.7: the service factor...........................................................................................................149.8: the place factor (where to buy and service Fortuner)....................................................159.9: The people factor ..........................................................................................................1510.0 STRATEGIC CONTROL .....................................................................................................1511.0 CONCLUSION......................................................................................................................15REFERENCES..............................................................................................................................17APPENDIX....................................................................................................................................19

INTRODUCTIONMarketing management defined as the process of the designing strategies and planningfor the product and services in terms of advertising, promotion and sales to reach desired level oftarget customer in the market place. Report will present the marketing plan of the Toyota interms of launching the new 2020 version of Toyota Fortuner SUV in the Malaysian market.Report will highlight the information about the Malaysian auto mobile market such as keyplayers and their market share and define the brief history of Toyota about last 10 yearsmarketing strategy in Malaysia.2.0 THE MALAYSIAN AUTO MOBILE MARKET-PLACEThe Malaysian auto-mobile industry already reach a certain level of saturation with asales volume of about 580 thousand motor vehicles. The recent year shows that auto-mobilemarket is only growing at a low single digit rate. Malaysia ranked at third place in the Asiancountries. The passenger car is the most popular vehicle in Malaysia. The MPV and SUVdivided sale share is 73 thousand and 61 thousand units(Sone, Abu and Nyein, 2018). 2.1 Size of the market and market segment Toyota produces a variety of cars such as SUV, Luxury, sedan, lorry and buses in theMalaysian market. The total market share of the SUV in the Malaysian market is 13.5 %. theToyota compact car includes the four door Corolla sedans and it has a 17.7 % market share inthe Malaysian market. The market segment includes the design, manufacture, assembly and saleof passenger vehicles and commercial market such as lorry and related parts andaccessories(Ozturk Joiner and Cavusgil, 2015). 2.2 Key market players and their market share The key market player in Malaysian auto-mobile industry such as Perounda had a ratherprosperous 2018 and registering with 227,243 vehicles. The market share of this company in themarket is 42.6% in the Malaysian market. The Honda company produce the total 102,282 unitsin the Malaysian market which was the less share as compared to 2017 data of market analysis.The another key player such as Proton had a total volume in 2018 is 64,744 units and has the12.1% total market share in the Malaysians market(Mooi, Sarstedt and Mooi-Reci, 2018). Apart from this Toyota produce a 43,446 units in the market place and also gain a 8.1%market share from the Malaysian market place which was the less share as compared 2017 dataof the market analysis report. The other key player such as BMW produce the 12,008 units in the

market place and gain a 2.3% market share. The Mercedes has the 2.5% total market share inthe Malaysian auto-mobile industry. 2.3 The SUV market segment SUV market in the Malaysian market-placeThe SUV market in Malaysia has improved and grown over the last three years and theHR-V Brief history of SUV market in Malaysia being the main contributor towards the Growthof SUV. The Proton is the company who effectively produce the SUV in the Malaysian marketand the company will focus on increasing sales as well as improving consumer perception.Business unit will rely on the SUV to test the various working reforms and activities which bringintroduce to win back customer confidence(Fawcett, Abegg and Fawcett, 2018). Unit sold analysis of the Malaysians auto-mobile industry marketThe unit sold analysis graph shows that current market of auto mobile industry of theMalaysia is results in the less rate of unit sold.Illustration 1 shows that in 2015 the unit sold of vehicles increased as compared to 2014but the in 2013 the unit sold is higher than 2014.Sales trend analysis of auto-mobile industry in the MalaysiansThe sales trend analysis of the Malaysian auto-mobile market decreased over the yearsbecause diagram shoes that in 2014 the sales of vehicles is very high and but in the 2018 thesales trend analysis is less than compared to the 2014 sales rate in the Malaysian market.3.0 THE TOYOTA FACTOR 3.1 Brief history Toyota motor company is the Japanese multinational auto mobile manufacturer whichrecognised as the Worlds sixth largest company by revenue. Headquarter of the company in theToyota city, japan. The UMW Toyota motor is the appointed as Distributor, assembler andExporter of the company vehicles in Malaysia. It established in 1982. it is also a Lexus vehiclesin Malaysia(Monden, 2018). The marketing strategy of the Toyota in terms of transform the business into profitability.The company also looking at the opportunities to launching the new 2020 new version of ToyotaFortuner SUV in the market-place. To support the strategic decision company will make thevarious key tactical plan. For example the product price will be kept lower than as compared toits competitors who offer a similar range of products.

3.2 Toyota performance strategiesToyota motor corporation is an auto mobile manufacturer which undertakes the design,manufacturer, assembly and sale of passenger cars, minivans and sport utility vehicles andaccessories. Company also provides the finance to its dealers and customers for buying theToyota vehicles. It uses the market line premium strategy which provides in-depth coverage ofthe company performance. The company also uses its management platforms for respondingquickly to rapid changes in the business environment. It also builds a strong productionfoundation through improving productivity on a global level. Company creates a lean corporatestructure by continuously eliminating waste and through setting lead times in terms of quality,cost and products throughout its entire global supply chain(Coetzee, Van der Merwe and VanDyk, 2016). Toyota also strengthen risk management to respond quickly and accurately towardschanges on world affairs.3.3 TOYOTA performance (GENERAL)Performance of Toyota in the market placeIllustration 3 shows that the net revenue of the Toyota is regularly changed and butperformance of 2018 is 2400 units which more than 2017 year. With this data Toyota ranked asthe second most valuable corporate brand in Asia. Sales trend analysis of ToyotaThe Illustration 4 Graph shows that the sales of Toyota company shoes the tremendousgrowth in the market place. It reached the highest sales in the 2011-2012 during 2003 to 2015. inthe last years it sold 141,347 units which involves Etios, Liva, Innova, Fortuner and Prado andregistered 9.7% growth as compared to 2013-2014 year. It's all vehicles now equip with themore safety and comfort feature which welcomed by the market as well as industry(Levinson,Manley and West, 2016).3.4 Toyota performance in the SUV segment Performance of the Toyota in SUV segment is increases because through continuingtheme of SUV, customer in Malaysian market expect Toyota to introduce the all new importantmodel Toyota rush in early Q2 model of the car which already being previewed at its homemarket. The global popularity of the SUV enables the Toyota to increases its market share in theMalaysia(Monden, 2018).

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