Toyota Corolla: Product Development and Marketing Communication Mix

Running head: CONSUMER BEHAVIOUR AND MARKET PSYCHOLOGY
CONSUMER BEHAVIOUR AND MARKET PSYCHOLOGY
Name of the Student
Name of the University
Author Note

CONSUMER BEHAVIOUR AND MARKET PSYCHOLOGY1
Executive Summary
The main purpose of this paper will be to discuss about the product Toyota Corolla and the
market performance of the product. Apart from this, the present marketing communication mix,
where the attitudes of the consumers, influences on the group, culture, social class, learning
processes of the consumers and their personal decision-making processes in the context of
buying of a particular product or service will be critically examined. Critical analysis will also be
done on whether the communication mix followed by Toyota on the selected product which has
been used in the previous assignments of 1 and 2. Three to four strategic recommendations will
also be provided which will help to empower the strategic position of the organization in the
context of this product. Manufacturing or operational improvements will not be included in the
recommended strategies that need to be followed by the management of Toyota.

CONSUMER BEHAVIOUR AND MARKET PSYCHOLOGY2
Table of Contents
Introduction......................................................................................................................................3
Communication Mix........................................................................................................................4
Critical Analysis..............................................................................................................................6
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

CONSUMER BEHAVIOUR AND MARKET PSYCHOLOGY3
Introduction
The main aim or objective of this report will be to discuss about the product Toyota
Corolla and the market performance of the product. Apart from this, the current marketing
communication mix, where the attitudes of the consumers, influences on the group, culture,
social class, learning processes of the consumers along with personal decision-making processes
will be critically examined. Critical analysis will also be done on whether the communication
mix followed by Toyota on the selected product which has been used in the previous
assignments of 1 and 2. Three to four strategic recommendations will also be provided which
will help to empower the strategic position of the organization in the context of this product.
Manufacturing or operational improvements will not be included in the recommended strategies
that need to be followed by the management of Toyota. Toyota Corolla, in this context, can be
termed as a line of compact as well as subcompact cars which is manufactured by Toyota Motor
corporation, an automotive manufacturing organization based in Japan. The first model was
introduced way back in the year of 1966, it became the best-selling car within 1974. Not only
this, the model went to become one of the best-selling car models across the world, surpassing
many other models including Volkswagen Beetle. In the year 2016, the organization, which
started its journey in the year of 1937, reached the milestone of selling this particular model,
which was 44 million worldwide. The model successfully sold this model over 12 generations,
while undergoing numerous major redesigns which helped to reach this magic figure. It can be
stated in this context that the earlier models were mostly rear-wheel drive in nature, whereas the
models manufactured later were transformed into front-wheel drive (Toyota.com 2020).
The major competitor of this model in previous years was Nissan Sunny, and Mitsubishi
Lancer and Honda Civic became the major competitors later. The designation code of Toyota