Marketing Management

MARKETING MANAGEMENT 1
Marketing Management
By (Name)
Name of the Course
Title of the Instructor
Institutional Affiliation
City and Date
The final date of Submission

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Table of Contents
1.0 THE PURPOSE OF THE REPORT..........................................................................................4
2.0 AUTOMOBILE MARKET IN MALAYSIA.................................................................................5
2.1 Size of the market and market segments................................................................................5
2.3 The SUV market segments.....................................................................................................6
3.0 THE TOYOTA FACTOR............................................................................................................6
3.1 Brief History of Toyota Motors..............................................................................................6
3.2 Toyota’s marketing strategy for the SUV category in delivering value to customers...........7
3.3 Toyota’s Performance...........................................................................................................7
3.4 Toyota’s performance in the SUV segment...........................................................................7
4.0 THE MALAYSIAN AUTOMOBILE MARKETING ENVIRONMENT........................................9
4.1 PESTEL Analysis...................................................................................................................9
4.2 The social and cultural factors impacts...............................................................................11
4.3 The economic Factors Impact.............................................................................................11
4.4 Technological factor impact................................................................................................12
4.5 Environmental factors impact..............................................................................................12
4.5 The overall conclusion of the Analysis together with its impact on the Toyota brand........12
5.0 THE COMPETITIVE ENVIRONMENT FOR THE SUV SEGMENT......................................12
5.6 The overall conclusion from the Analysis and its impact of the entire Toyota Company...13
6.0 ANALYSIS OF THE KSF FACTOR IN THE SUV MARKET..................................................14

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6.1 Identification of the KSF’s...................................................................................................14
6.2 How does the fortune score in the KSF test?.......................................................................14
6.3 The conclusion from the analysis........................................................................................15
7.0 COMPETITIVE ANALYSIS OF THE FORTUNER.................................................................15
7.1 The competitive analysis..........................................................................................................15
7.2 The conclusion from the analysis............................................................................................16
8.0 ROLE OF MARKETING RESEARCH.....................................................................................16
8.1 Proposed marketing research..............................................................................................16
8.2 Expected findings.................................................................................................................16
9.0 PROPOSED MARKETING STRATEGY FOR THE FORTUNER...........................................17
9.1 A summary of the SUV marketing environment...................................................................17
9.2 Objectives for 2019 and 2020..............................................................................................17
9.3 Target market segment........................................................................................................17
9.4 Profile of the target consumer.............................................................................................17
9.5 Packing value proposition...................................................................................................17
9.6 Promotion of the fortune......................................................................................................18
9.7 Service factor..................................................................................................................18
9.8 The place factor...................................................................................................................18
9.9 People factor........................................................................................................................18
10.0 STRATEGIC CONTROL........................................................................................................19

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11.0 CONCLUSION......................................................................................................................19
References......................................................................................................................................21
APPENDICES................................................................................................................................26
Appendix 1: Automobile market in Malaysia............................................................................26
Appendix 2: Toyota history........................................................................................................26
Appendix 3: Marketing environment for the Malaysian automobile.........................................26
Appendix 4: The competitive environment................................................................................27
Appendix 5: Key success factors................................................................................................27
1.0 THE PURPOSE OF THE REPORT
The primary purpose of the story mainly aims towards focusing on the evaluation of the market
opportunity implementation that is entirely concerned with launching the new 2020 version of
the Toyota within the Company's portfolio that is set to take place within the boundaries of
Malaysia (Battram et al. 2016). This will, therefore, bring an adequate and reasonable
understanding of what is taking place in the current situation together with what is likely to take
place in the coming future.

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2.0
AUTOMOBILE MARKET IN MALAYSIA
2.1 Size of the market and market segments
The market segment for cars in Malaysia is significantly large with many large and small
players vying for the top spot. The Malaysian Automobile industry has a sales volume of 580000
motor vehicles annually. The country approximately has 30 million inhabitants. The automobile
industry of the country however is growing at a slower pace. In the ASEAN zone the country is
ranked third. In the last year around 380,000 cars were sold in the country. There was the sale of
73,000 MPVs and 61,000 SUVs. It can be said that the market of vehicles in the country is not
moving at a fast rate but stable. There is significant scope for growth in the market despite the
lower growth figures in the present times. The revenue that was generated by the car market
sector of the company was around 28.6 Billion in Malaysian Ringgit. The export value of
manufactured vehicles in Malaysia is estimated at RM 7.46 Billion.
2.2 Key players together with their respective market share
Rank Brand Market Share
2017
Market Share
2018
+/-
1 Perodua 35% 38% 10%
2 Honda 19% 17% -6.6%
3 Toyota 12.1% 10.9% -5.7%
4 Proton 12.3% 10.8% -8%
2.3 The SUV market segments
The market segment that is attached to the SUV tries to cover various customers known to be
residing in different locations (Gupta 2016). Government organizations appear to be one of the
significant SUV market segments which is known to be purchasing this brand of Toyota in large

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quantities. Moreover, several other organizations including the non-governmental organizations
also play an essential role when it comes to acting as one of the significant market segment that
is attached to the SUV. 3.0 THE TOYOTA FACTOR
3.1 Brief History of Toyota Motors
The Toyota Motors in Malaysia was founded as the Sejati Motor in 1982. In the year 1987, the
company became the UMW Toyota Motors. The company was a joint venture company between
the United Motor Works and the Toyota Motor Corporation. Additionally, Toyota Tsusho of
Japan was also a part of this joint venture. In the 1960s the vehicles of Toyota were imported
first to Malaysia. The first unit however was imported much before in the 1956 and was the Land
Cruiser. The 1970s was the time of the economic boom in Malaysia. The Japanese companies
like Toyota were able to consolidate their position in the market. In 1980, the company set up an
office in Kuala Lumpur. In the 1982 the Sejati Motors were established. Vehicle production for
Toyota in Malaysia became cumulatively 1 million in 2011.
3.2 Toyota’s marketing strategy for the SUV category in delivering value to
customers
The major factor of differentiation of the Toyota products in Malaysia are the relatively
lower costs for the SUV in terms of the quality that is being delivered. The Toyota cars in the
country are constant with the standards of production that the Company is Famous for. However,
at the same time the company provides higher value for cost. The Rush is one of the premier cars