Global Marketing Management Assignment
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Added on 2020-04-13
Global Marketing Management Assignment
Added on 2020-04-13
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Running head: Global marketing management Global marketing management
Global marketing management Table of ContentsIntroduction.................................................................................................................................................3Industry analysis of Toyota Motor Corporation...........................................................................................3Marketing mix.............................................................................................................................................4Brand management......................................................................................................................................4STP (Segmentation, targeting, and positioning)..........................................................................................4PESTLE analysis.........................................................................................................................................5SWOT analysis of Toyota...........................................................................................................................6Porter five forces analysis............................................................................................................................7Competitor analysis.....................................................................................................................................8BCG matrix of Toyota.................................................................................................................................8Cultural dimension......................................................................................................................................9Ethical dimension......................................................................................................................................10Case study.................................................................................................................................................10Discussion..................................................................................................................................................11Conclusion.................................................................................................................................................12References.................................................................................................................................................13Appendices................................................................................................................................................162
Global marketing management Introduction The report outlines trading operations and activities of the Toyota. Further, it explains themission and vision of the firm. It tells that how the company is using marketing mix strategy and brand management strategies within the organization. Apart from this, it also explains the Pestle analysis, SWOT analysis, and porter five forces model to analyze and measure the strengths and weaknesses of the competitors across the world. It describes that how the company is using BCGmatrix within the organization. It outlines that how the company is addressing the ethical issues within the organization. Toyota motor is a Japanese automotive manufacturer company. The company was founded in 1937 with its headquartered is located in Aichi, Japan. There are approx 364,445 employees employed in the company. It is the fifth biggest company in the world measured by the revenue. It is one of the biggest automotive manufacturer companies around the world. In today’s era, the company is producing more than 10 million vehicles in the world. The firm is listed on the Japan stock exchange. It is the world market player in sales of hybrid electric vehicles. Toyota is dealing with various automobiles, engines, commercial vehicles and luxury vehicles around the world. In today’s world, the company is increasing its revenue and profit andit is expanding its business activities globally. The mission of the Toyota is to attract and retain customers by providing a high quality of products and services in the world. The vision of the company is to become a successful leader in the automotive car manufacturing industry. The primary market of the company includes businessmen, urban families and young executives (Fan, Geddes & Flory, 2013). Industry analysis of Toyota Motor Corporation Toyota is the automotive car manufacturing corporation which operates its business activities globally. It is trying to beat the competitors across the world. The competitors of the Toyota include Honda motors, Nissan motors, Ford motor company, Tata Motors, and Volkswagen. These are the main competitors of the company. The company has obtained approx4.26 percent share in the U.S (McLean-Cobban, 2013). 3
Global marketing management Marketing mix Marketing mix plays a vital role in Toyota Corporation. It is the tool to fulfill the needs and requirements of the consumers across the world. The marketing covers 4Ps (Product, price, place, and promotion) which have been discussed below (Loureiro, Sardinha & Reijnders, 2012).Product: There are various product produced by the Toyota in the universal market. Product strategy is used by the company to identify the needs, requirements, and expectations of the customers across the world. This strategy also used by the company to differentiate its products from the competitor’s products.Price: The appropriate prices of the products are fixed by the company. Further, the company focuses on the income level of the consumers around the world. It will also help to gain the competitive advantages in the market (Lucky & Takim, 2015). Place: The firm has been able to identify and evaluate the market segment and place to sell the products of the company. Mostly, the company is selling its vehicles in Africa, Europe, Asia and America (Yüksel, 2012). Promotion: The advertisement and promotional strategies are used by the company to increase the sale of the vehicles in the world. It also helps to make a good image in the market (Ivanova, 2015). Brand management The brand management plays an integral role in Toyota Corporation in order to build and develop a good image in the market. It is the most popular and well-known brand in the world. The company has specialized in automobiles and engineering products. Along with this, the company uses different marketing strategies to increase and enhance the brand of the company. Through brand management, the company is able to increase the profit and revenue of the company (Li et al, 2016). STP (Segmentation, targeting, and positioning)Segmentation: It is the important strategy of the company. The company divides the market intothe different segments of the world in order to distribute the products in an effective way. Under 4
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