Sustainable Management and Marketing

This research analyzes the management and marketing strategies used by Toyota for sustainable success. It explores consumer-oriented marketing, customer value marketing, and other principles of sustainable marketing and management. The report also discusses Toyota's use of penetration pricing, guerrilla marketing, social media marketing, and trade show marketing strategies.

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SUSTAINABLE MANAGEMENT AND MARKETING
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Sustainable management and marketing
Executive summary
In any successful organization, sustainable management and marketing is the key.
Organizations plans aimed at reaching people and making them be customers of goods and
services that the organization provides. Toyota company is one of the largest organization that
deals with automobile manufacturing. Therefore, the scope of this research aims at analyzing
various management and marketing strategies in the Toyota company. Also, it seeks to explore
and discuss in details the fundamental principles of sustainable marketing and management
practices that are used in the Toyota company for its success in the current world of business.
Finally, there will be a detailed analysis of the progress and any failures of Toyota company in
sustainable marketing.
Introduction
Organization overview
Toyota Motor Corporation is an automotive industry which was incorporated in 1937.
The company majorly deals with automotive and financial services. However, it sells its product
across every corner around the globe. Previous statistics show that they sell vehicles in more than
190 countries across the world (Hasegawa, 2018, p.151). Toyota essential markets are in North
America, Asia, and Japan. Toyota Motors major segments are Automotive segments and
financial services segments.
In the automotive segment, the company deals with a variety of sectors. These segments
include manufacture, assembly, and sale of vehicles and design. On the other hand, financial
services segments include; financing their dealers and the customers, provision of retail

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installment credit to the customers when they purchase vehicles installment and provision of
lease contracts.
Major strategies in Toyota organization
Penetration Pricing Marketing Strategy
Studies reveal that Toyota is currently broadly using this strategy. Authors argue that the
main aim of using penetration pricing marketing strategy is to increase sales and obtain a
significant market share in the competitive world of business. The large market share is mainly
achieved by setting low prices of goods and services that the company provides in the market.
Typically, this strategy is best effected in the case where the customers are so sensitive about the
price of a product that a company provides.
However, Toyota implements this strategy in a broader perspective whereby they sell
their vehicles at an average or low-end price which caters the cost of various sensitive customers.
For instance, studies show that Toyota used the price penetration strategy in Europe where it was
introducing the Yaris Subcompact car production corporation. Thus, this strategy gave it a
competitive advantage in Europe over other automotive industries such as Renault, Ford,
Vauxhall, and Volkswagen.
Guerrilla Marketing Strategy
Guerrilla marketing is another sustainable marketing strategy used by Toyota. Authors
argue that this guerrilla marketing is a strategy that involves other companies using various
alternative techniques which aim at attracting consumers’ attention. It is also evident that this
strategy is a new marketing technique that is usually used by companies which are financially

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unstable to use other prominent marketing strategies (Lindström, Nilsson, Parida, Sjödin &
Ylinenpää, 2015).
Although Toyota is an established company and it is financially stable, it also
implements a guerrilla marketing strategy for young adults to buy its products. Reports also
show that a company like Toyota uses this strategy by putting some advertisement objects on
products that are consumed every day such as food and drinks. They use this method to attract
the attention of potential customers to buy their product.
Social media marketing strategy
Many companies and organizations are broadly using a social media marketing
strategy. It is an efficient and effective technique in companies such as Toyota. This strategy
involves the use of various social networks such as Facebook, LinkedIn, YouTube and other web
technologies such as blogs (Macarthy, 2018). Companies advertise their products and services
through these media technologies which widely reaches many potential customers.
A report from recent research shows that Toyota is currently using the social media
marketing strategy. For instance, a recent study indicates that Toyota connection with an
iCrossing company has given it a competitive advantage to its competitors. Icrossing created
awareness over Toyota new brand “Toyota’s IQ city car” which Toyota released in 2008.
Icrossing made this possible through the use of an online campaign called “The Hypermiling
Campaign.” The campaign helped Toyota to win the confidence of various online customers,
Trade Show Marketing Strategy
This is another important strategy that is widely used by multiple automotive companies.
It is techniques whereby companies display their new products or services. Some authors explain

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trade show marketing as an individual to individual selling of the specific product or service.
Also, it is a process of collecting and distribution of information to potential customers. Toyota
is one of the organizations that use this strategy to exhibit its new cars. For instance, Toyota
partnered with a specific German company called B + s exhibitions (Ito et al.,2019). The
partnership between the two companies where they have been providing trade shows for Toyota
new brand vehicles. Research shows that Toyota and b + s exhibitions have worked together for
many decades. The partnership has made Toyota one of the prominent automotive company, and
it has also expounded its market segmentation across the world (Lin, Jiang & Kerstetter, 2018,
p.867).
Key principles of sustainable marketing and management practices
For any organization or business to grow, markers should adopt sustainable marketing
and management principles so at creating and maintain customers’ relationship (Epstein, 2018).
Therefore, marketing and management principles are vital when creating new products and
services. Here are some of the critical sustainable marketing and management principles.
Consumer-oriented marketing
This principle is about putting customers in the center of company goals, objectives and
strategies. It aims at giving customers satisfaction and accomplishing their needs. Therefore, the
company should evaluate the competitors offer regarding customers’ needs. On the other hand,
the organization or the company should identify those needs that competitors are unable to meet,
and coming up with the best techniques of meeting those needs (Thorbecke, 2019).
Customer value marketing

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According to these principles, an organization or a company should dedicate most of its
resources into customer value that aims at building marketing investments (Wu & Li, 2018,
p.76). However, studies show that creating customer value enhances satisfaction among
customers. Also, customer value increases loyalty, reduce errors, market share and leads to
higher profits.
Sense of Mission marketing
In this principle, a company should define its missions and goals in a broader
perspective rather than having narrow missions and goals (Straker & Wigley, 2018, p.97).
Societal marketing
This principle holds that an organization or a company should make their decisions
taking into considerations the company or organization requirement, consumer wants, society
long term interest and consumers long term interest (Blythe & Martin, 2019).
The concept of sustainability in Toyota Company.
Recent research shows that although Toyota company have been facing a lot of crisis, on
the other hand, the company have been very successful in the field of the automotive industry
(Alves &Alves, 2015, p.5322). For a company like Toyota to sustain in today’s market then it
has to face a lot of challenges. However, Toyota company have been guided by various
principles which have made it sustainable in the automotive industry.
Toyota company has been using the principle of consumer-oriented marketing.
According to the studies this company values the satisfaction of its customers. It is also evident
that Toyota has been providing quality medium price vehicles to its customers. According to

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recent reports, Toyota has more than one million cars in the world (Lindstrom et al., 2015,
p.277).
The principle of customer value marketing is also evident in the Toyota company (Porter
& Kramer, 2019, p.324). Studies show Toyota does not only provide automotive industries but
rather it also offers financial services to its customers. Toyota enables its customers to buy
vehicles using installments, financing their dealers and the customers, provision of retail
installment credit to the customers. Thus, it is evident that Toyota company values its customers.
Also, Toyota applies the principle of sense of mission marketing. According to studies
Toyota has mission and goals. It has earned a reputation around the globe for being one of the
top automobile manufacturing industry. The reputation is as a result of broader goals and mission
in the Toyota company. According to a survey conducted by various scholars Toyota sells its
vehicle for over 170 countries in the world (Saleem, Eagle & Low, 2018, p.,23).
Finally, Toyota has attained maximum societal marketing. Toyota is one of the
organizations that make the decision depending on customer requirements. Toyota’s brands are
unique from other automotive industries (Chhabra, 2019, p.212). Also, Toyota has maintained a
long term interest with its potential customers all around the world.
Analysis of Sustainability and Success in Toyota Industry
Although Toyota industry has faced a lot of competition from other automotive industries
such as Ford Motor Company and General Motors Corporation, on the other hand, it has been
very sustainable in the market. For instance, a survey shows that It has more than 1500 Toyota,
Scion and Lexus dealers working in the United States of America (Sisson & Elshennawy, 2015,
p.264). Thus, it is evident that Toyota has gained sustainably in the Automotive industry.

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Conclusion
Toyota industry is one of the most leading contributors to the world’s economy. It deals
with automobile production and selling. However, Toyota company growth has been contributed
by its sustainable marketing and management strategies. The strategies have led to an increase in
customer satisfaction and attainment of the company objectives.
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