Toyota’s CSR Activities and Marketing Mix Strategies

Running Head: TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
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1TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
Toyota Motor Corporation (TMC), a multinational automobile manufacturing company
based in Japan which was established in the yare 1973. Today Toyota does fall under one of the
world’s leading automobile manufacturing companies is the world (Mehri, 2018). With great
power comes greater responsibility, thus a brand like Toyota certainly gives larger emphasis on
strengthening their corporate Social Responsibilities (CSR) activities to enhance their brand
image in the market and get identified as a responsible corporate citizen.
Toyota always abides by the notion of promoting “Sustainable Development” (Ihlen &
Roper, 2014). Thus Toyota not only emphasizes on manufacturing quality products but also
observes an innovative and unique approach towards incorporating the goals of achieving
sustainable development in its product line. Therefore if the 4 P’s of marketing mix is analyzed
that is Product, Price, place and Promotion (Khan, 2014) in the light of the Marketing strategy
of Toyota, it can be observed that the company has incorporated a sustainable strategy in
designing its hybrid cars, a major development in its product aspect of the marketing mix
which are aimed at reducing the problem of global warming by limiting the use of fossil fuels.
Another major CSR initiative undertaken by Toyota is engineering its own flower species
(Debnath, 2015). Research indicate that these flower are actually derived from the cherry sage
and gardenia which are mainly responsible for absorbing large amount of nitrogen dioxide that
pollute the air, thus help in control atmosphere heat. Toyota is constantly building on the
prospects of manufacturing products in a greener way. Thus Toyota is developing its product
strategy based on three R’s which is: reduce, reuse and recycle. Manufacturing automobiles
and vehicle parts with recyclable plastic material like the battery of the Prius car (Simão &
Lisboa, 2017) which contains a phone number to ensures that every battery goes back to Toyota