Marketing Management for Toyota RAV4: Strategies for Revitalizing Sales

Running head: MARKETING MANAGEMENT
Marketing Management
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1MARKETING MANAGEMENT
Table of Contents
Question 1........................................................................................................................................2
Question 2........................................................................................................................................3
Question 3........................................................................................................................................3
Question 4........................................................................................................................................4

2MARKETING MANAGEMENT
Question 1
Macro environmental forces are the factors that are external to an organization, but have
huge impact on the profit and success level of the organization. In the case study of Toyota
RAV4, Toyota faced the major threats of competitive pressure from the competitive automotive
companies. Moreover, Toyota was being dominated by the super stylish Mitsubishi ASX and
Mazda CX3. Moreover, the younger audiences started to prefer new expression of agility, style
and freedom of this competitive automotives. Furthermore, the Toyota RAV4 was also facing the
issue of changing consumer preferences. Moreover, after 20 years success of Toyota RAV4,
consumers started to change their preferences for highly stylish, less expensive and comfortable
cars. It led to declining sales of RAV4 for its lack of unique identification in automotive market.
Toyota RAV4 can use its stylish nature for addressing the competitive pressures of the
competitor companies like Mitsubishi ASX and Mazda CX3. Moreover, the organization can
successfully use its stylish nature and compactness with the youth customers as its strengths to
beat the competitive pressure in the automotive markets. RAV4 was introduced in the market as
freedom aspiration for the young generation customers. However, it did not focus much on the
value for money of the customers that seemed to a weakness for the car model. Hence, this time,
the organization may address the changing preferences of the customers through focusing on the
value for money.