Introduction to Marketing

This presentation provides an introduction to marketing, covering its definition, activities, and importance. It discusses the macro factors that affect decision making, SWOT analysis, marketing mix, and segmentation, targeting, and positioning. The presentation includes a case study on Toyota's marketing strategies.

Introduction to
Marketing

TABLE OF CONTENTS
 INTRODUCTION
 MACRO FACTORS
 SWOT ANALYSIS
 MARKETING MIX
 SEGMENTATION, TARGETING AND POSITIONING
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing may be defined as activities which are undertaken by the companies in order
to promote the selling or buying of a product or a service.
 It includes the activities like selling, advertising and delivering the products or service
to customers or to other businesses.
 Marketing is also the management of exchange relationship and is the process of
creating relationships to satisfy customers.
 Present presentation discusses about the marketing strategies of Toyota and its
competitive approach and analysis.

MACRO FACTORS
 Macro factors deals with uncontrollable factors which affect decision making process.
 Macro factors are external factors which analyse the situations that are running in
world.
 This helps to win competition and gives an idea to implement technologies.
 Technological factors are included under macro factors in which new technologies are
analysed by research department to have efficient designing and manufacturing process
of motor vehicles

CONT..
 Political factors: Toyota has been expanding to different countries in order to meet the
demand for their vehicles
 Economic Factors: Toyota has a big opportunity as there has been abolishment of
trade regulations in UK and this can prove favourable for the company for expanding
the business across UK.
 Social Factors: Toyota's decision to expand their market in UK can prove right
decision as in UK Toyota has can hire talent work force, easy entry in the big markets
and well developed infrastructure are the benefits of this decision.

CONT..
 Technological factors: Technology is easily available for Toyota in UK and is
available at affordable costs which can enhance its decision of expanding the business
in UK.
 Legal factors: Legal system has impacted Toyota's business like Toyota failed the
emission test and had faulty air bags in their models, so it is important for the
organisation to overcome these problems in order to expand
 Environmental Factors: For manufacturing new cars and to expand in the markets
Toyota has to make their cars environment friendly and has to lower its emission rates
and has to pass emission test.

SWOT ANALYSIS
 Swot analysis is done to analyse the weaker areas for improving promotion process for
increasing profitability.
 It is not only limited to promotion process but also to overall manufacturing, delivering,
expansion and all.
 Threats are identified under this to have advance information regarding those factors that can
made loss in the future.
 This helps Toyota to stop threats areas to involve in their process.
 Later, opportunities are framed under this analysis to increase their profitability for longer
time.
 Strengths are those factors which motivate industry to have information related to their
position in competitive environment.

CONT..
 STRENGTHS
 WEAKNESSES
 THREATS
 OPPORTUNITIES

MARKETING MIX
 Marketing mix refers to process of strategies that are used for expanding the network
and to analyse the other areas for promoting products and achieving business
objectives.
 It helps to make a marketing plan in maintaining quality or launching new product.
 This helps to increase marketing level to have more profitability and productivity.
 Marketing mix consists of 7 P's for analysing the strategies of industries.
 These 7 P's are product, price, place, process, promotion, people and physical evidence.

CONT..
 Product: Toyota can produce diverse set of products and should come up with range of
cars within the new UK markets
 Price: Toyota should offer its cars at affordable prices while maintaining the quality
this can result in the growth and profitability for Toyota in the new UK markets.
 Place: Toyota can use number of retailers and dealership outlets in order to distribute
their products in the new markets so that its products can reach to maximum customers.

CONT..
 Promotion: Toyota should focus lot on its marketing communication strategy it can use
aggressive marketing strategies which will help Toyota in reaching wide areas of new
UK markets
 People: Company has to hire the qualified, experienced and innovative work force in
its service and production line
 Process: Toyota can embrace lean production model so that it can produce just in time
products and with the help of the proper management it can decrease its wastages and
production costs which can increase its efficiency
 Physical Evidence: Toyota has to maintain the tangible presence in the new markets of
UK and have to maintain stable dealership with its new and old clients

Segmenting, Targeting and
Positioning of Toyota
 Segmenting: Market segmentation is the action for dividing the entire market into
homogeneous fragments or groups
 Targeting: It is not possible for the organisation to target all market segments but
Toyota should be able to evaluate its market segments and decide which segment will
prove profitable for the organisation.
 Positioning: It involves the way by which organisation's marketing activities are
perceived by the customers.

CONCLUSION
 This presentation summarised about marketing strategies for auto-mobile industry like
Toyota.
 Pestle analysis is done to evaluate the external factors which affect the producing and
selling of motor vehicles.
 Political, social, economical, technological, legal and environmental factors are
analysed for getting information regarding positive and negative impacts.
 To know the strength and weakness Toyota vehicles to expand market, SWOT analysis
is done in which strength, weakness, threats and opportunities are evaluated.

REFERENCES
 Holbrook, M.B., 2018. Creating value: the theory and practice of marketing semiotics
research.
 JAIN, M.K., 2017. An analysis of marketing mix: 7Ps or more. International Journal of
Advance Higher Education Research & Development. 1(7).
 Kubacki, K., Dietrich, T. and Rundle-Thiele, S., 2017. Segmentation in social marketing:
why we should do it more often that we currently do. In Segmentation in Social
Marketing (pp. 1-6). Springer, Singapore.
 Monden, Y., 2018. Toyota management system: Linking the seven key functional areas.
Routledge.