MKT600: Principles of Marketing

Running Head: Principles of Marketing 1
Principle of Marketing

Principles of Marketing 2
Contents
Executive summary.....................................................................................................................................3
Recap of the organization............................................................................................................................4
Marketing Strategies....................................................................................................................................4
Target market and positioning.................................................................................................................5
Marketing mix.........................................................................................................................................6
Conclusion.................................................................................................................................................10
References.................................................................................................................................................11

Principles of Marketing 3
Executive summary
The main aim of this report is to focus on the marketing plan of the Toyota Camry products for
the purpose of achieving the benefits in the global market. This assignment is the part of the first
assignment in which marketing environment, competitor analysis, and SWOT analysis have been
done in order to identify the various threats, opportunities for the Toyota Company in the
expansion of Australia. This second part of the assignment is entailed target market and
positioning in order to draw the attention towards attaining the goals of the company by
approaching the right people or customers. Marketing mix has been elaborated under this
assignment for the purpose of in sighting the importance of various factors over the product. A
marketing mix in the form of the recommendations has been defined under this part in order to
expand the business in the market of Australia.

Principles of Marketing 4
Recap of the organization
Toyota Motor Corporation was founded in 1937 and headquarter of the company is situated in
Japan (Chart, Industry & Industry, 2010). This company is a well known company around the
world due to its quality products and services to the customer with quality. There is a number of
products such as Carolla, Sienna, Cruiser, Camry, Prius and many more offered by Toyota
Company to remain in the competitive market. Camry is the brand of the automobile company
which is sold by its parent company Toyota on an international level. This is originated in Japan
and has been in the market since 1982. At its beginning, the body of this product was narrowed
but later than this product has involved the mid-size body. It is the model which is belonged to
the Sedan segment of the sector of Automobile (Chart, Industry & Industry, 2010).
Marketing Strategies
The marketing strategy is considered as the long-term strategy that helps out in attaining
competitive advantages in the competitive market (Tull and Hawkins, 2011). With taking
consideration of the marketing strategy, any company can uplift the profitability. Toyota
Company uses various strategies to attain the competitive advantages at the global level and for
this the main focus of the company towards the increasing profits of the company by keeping the
value of the customers. The company concentrates the use of the segmentation, targeting and
positioning strategy in order to attain the common objectives and targets (Collins, Muthusamy &
Carr, 2015). With the help of the marketing strategy, the company is able to enter in the market
of Australia to expand its Camry product in which different segments of demographic,
geographic, behavioral and psychographic are considered.