Toyota's Marketing Essentials: Roles, Mix, and Plan Evaluation

This report provides a comprehensive analysis of marketing essentials within Toyota, focusing on the roles and responsibilities of the marketing function and its interrelationships with other functional units. It compares Toyota's and Bentley's application of the marketing mix (7Ps) to achieve business objectives, evaluating Toyota's marketing plan with coherent evidence. The report details Toyota's customer-centric approach, emphasizing quality, reliability, and customer satisfaction. It also explores the importance of understanding customer needs, tracking market trends, and maintaining brand ethics. The document highlights the interconnectedness of marketing with finance, HR, and production departments, illustrating how collaboration drives successful marketing outcomes. This resource is ideal for students seeking a detailed understanding of marketing principles and their practical application within the automotive industry, and similar assignments can be found on Desklib.

MARKETING ESSENTIALS

Contents
INTRODUCTION................................................................................................................................2
TASK 1..............................................................................................................................................3
P1, M1..........................................................................................................................................3
EXPLAIN MARKETING FUNCTION ROLES AND RESPONSIBILITIES IN TOYOTA.............................3
P2, M2..........................................................................................................................................6
KEY ROLES AND RESPONSIBILITIES OF MARKETING AND ITS INTERRELATIONSHIPS WITH THE
VARIOUS OTHER FUNCTIONAL UNITS OF AN ORGANIZATION....................................................6
TASK 2..............................................................................................................................................9
P3, M3..........................................................................................................................................9
COMPARISON OF THE WAYS IN WHICH TOYOTA AND BENTLEY MOTORS APPLY MARKETING
MIX TO THE MARKETING PLANNING TO DEMONSTRATE HOW TO ACHIEVE THE BUSINESS
OBJECTIVES..................................................................................................................................9
TASK 3............................................................................................................................................14
P4, M4........................................................................................................................................14
EVALUATION AND COHERENT EVIDENCE OF BASIC MARKETING PLAN OF TOYOTA................14
CONCLUSION.................................................................................................................................22
REFERENCES...................................................................................................................................23
1

INTRODUCTION
This assignment is regarding the job application for the role of Marketing Manager within a UK-
based organization named Toyota. It consists of the detailed description of the various concepts
involved in the marketing and its essential roles which are included in an organization. It
describes how marketing interrelates with different activities inside the business. Marketing is a
standout amongst the most basic devices of the associations of present-day business.
Marketing engages with the requests of the shoppers, giving the best quality, showcase
procedures, and so forth. This assignment is based on a case study which describes a business
organization named Toyota which is Japanese transnational vehicle Maker Company with its
main office in Toyota, Aichi, Japan. It is fifth greatest association on the earth in terms of profit
and has approximately 364,445 employees worldwide (Ito, et al. 2016). This assignment
consists of three tasks. Task 1 includes a detailed study of various key parts and duties which
are involved in the marketing. Task 2 compares the ways by which associations utilize
components of the marketing mix (7Ps) to accomplish general business targets. Task 3 includes
the strategy of developing and analysing a basic marketing plan of Toyota Motor Corporation.
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TASK 1
P1, M1
EXPLAIN MARKETING FUNCTION ROLES AND RESPONSIBILITIES IN TOYOTA
Toyota is one of the largest producer and seller of the automotive and electrifying vehicles. It is
generally used one of the worldwide benchmarks as far as quality and changes are considered.
Toyota has made and balanced up their trade name by consistently improving their products in
which issues were reported by their clients. Promoting procedures were built up by the
organization that depends upon the experience of the customers and type of the products with
a particular ultimate objective to upgrade its features.
Marketing function can be defined as a role that helps an organization to analyse and find
various successful and highly potential products in the market and then make them
differentiate from various similar features products in the market (Gnizy, et al. 2014). Inside a
larger business marketing function involves various features like performing research of the
market, creating different marketing plans; look after the product and the market development
along with the market penetration. Moreover strategically advertising, sales distribution,
pricing, customer service after the sales and healthy public relations should be taken care by
the marketing department. In Toyota, the leaders and managers of the organization deal with
all the promoting capabilities and works towards the satisfaction of all the organization's goal.
The fundamental thought process of Toyota is to serve results of ultimate quality and give best
services to the clients' satisfaction.
The role of marketing function really depicts what services and products are contributing and
what outcomes are we getting keeping in mind the end goal to make functional methodology.
They really depend upon Quality, Dependability, Cost, Price, Customers fulfilment and Time. To
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guarantee the procedures of all these above factors, the administration takes choices about the
essentials of administration alternatives.
The important marketing functions related to the functions of the organization are as below:
 Understanding the needs of the customer-
In order to understand the needs of the clients, it’s essential to get in contact with them
and listen out to their requirements with the help of which an organization can
effectively make a make a marketing strategy (Kotler, et al. 2015). This is the
responsibility of the marketing team to procedure the requisite methods in order to
receive the feedback from the clients:
Channels inside the company: Conduct various surveys or store the data of the sales
department of the company and client support which might be useful for improving or
changing the strategies of marketing in the near future.
Channels outside the company: In order to convert the users of the products into
customers perform different hunts and form actions into different social networks which
helps in better understanding of the requirements of users.
 Track the latest trends and monitor the competition-
Just like the last point, it is necessary to know the position of the organization regarding
the current market scenario and the competitors (Lee, et al. 2015). Thus, from the
marketing point of view always analyse the competition of various industries to gain
knowledge about the best practices that they follow and the mistakes they do in order
to neglect them.
 Perform and transmit the brand ethics-
A brand is generally a portrayal of the emotions that the items, services and
organization shares appear (Brunk, et al. 2016). The marketing team is responsible for
the preparation of different strategies which best describes their brand values.
 Innovation-
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The company needs to amaze their customers daily with new offers and plans and the
customers are more ambitious about this. The marketing team should continuously
work on the different promotion techniques, sustaining the customers, introducing new
programs and modify their communication and behaviour.
 Proper communication within the entire company-
An organization is a group of employees which works together to achieve the same goal:
to fulfil its goal and enlarge the benefits while keeping in mind the organization morals.
Thus, the supervisors of the Toyota group make different arrangements and procedures
in order to improve marketing of their business (Alefari, et al. 2017). These strategies of
the organization are communicated by the managers to the various leaders of the
organization which is then implemented by the employees of the company.
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P2, M2
KEY ROLES AND RESPONSIBILITIES OF MARKETING AND ITS
INTERRELATIONSHIPS WITH THE VARIOUS OTHER FUNCTIONAL UNITS OF AN
ORGANIZATION
Functions of the marketing company which helps to distinguish and source successful items for
market and after that support in the advancements are termed as marketing functions. The
functions which involve research of the market, planning for the product, promoting the
business, sales and providing customer support are very important for the growth of the
organization (Rabie, et al. 2015). Different roles are played by these marketing functions in
order to grow organization’s business. There is a nearby connection between marketing
functions with other functional units in an association.
Organizational functions and other functional departments of a Toyota group interrelationship
can be described as the functions of the marketing is one of the important parts of an
organization and hence all other departments and marketing unit is interrelated with each
other (Folger, et al. 2017). Marketing functions need the support of various other functioning
departments of the organization to perform efficiently. Financial, HR and sales department
looks after the planning and implementation of the market plan. Suppose if marketing team of
Toyota wants to offer their customers a discount of 5% in the overall cost of the car then, first
of all, they have communicated and discussed this with the finance and the production
department of the company.
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Figure: 1. Marketing Functions
[Source: http://www.expertsmind.com/topic/marketing/marketing-functions-93258.aspx]
The marketing roles are the different body in the organization but they are attached to the
other departments in one or the other way. Increasing the overall revenue of the organization
is one of the key features of the marketing department which can be gained by the overall
involvement of all other functioning departments in the organization. An appropriate budget is
rendered by the finance team to the marketing department for the proper planning and
application of the plan provided by the marketing team. Production department of an
organization constantly communicates with the logistics team in order to satisfy the request
and supply of items and administrations. Various policies are created by the HR department
based on the latest trends in the market, sales and the targeted audience. Hence, all the
different functional departments of an organized group together for the success of marketing
plan for the company. One of the bridges between the customers and suppliers within the
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market is only the marketing. This process of marketing is beneficial for the customers and
suppliers as well. Marketing helps the company like Toyota to develop new products which
support a quality life for their consumers. The competitive pricing strategy of Toyota has
created a competitive business environment in the world. Product distribution system has been
developed by the organization which helps the customers for the easy access to the products
and services provided by the company. A high profit has been collected from the UK market by
the Toyota because of their highly demanded cars (Majid, et al. 2017). Finance is often related
to the expenditure or on the usage of different company resources for various operations.
Various valuable reports are providing the financial function on the financial performance and
positions of the various business plans. Toyota has met the largest requirements of UK which
have been ensured by the financial reports of Toyota.
Thus, the relationship of the various organisational functions with the marketing unit of an
organization has been covered in this section.
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TASK 2
P3, M3
COMPARISON OF THE WAYS IN WHICH TOYOTA AND BENTLEY MOTORS
APPLY MARKETING MIX TO THE MARKETING PLANNING TO DEMONSTRATE
HOW TO ACHIEVE THE BUSINESS OBJECTIVES
The term marketing mix is very common in the modern marketing and has been regarded as
one of the most crucial activities for any kind of industry. “7Ps of marketing” is usually the
marketing mix according to various contexts (Abdul-Hamid, et al. 2017). In order to meet the
customer needs various controllable factors and tools are blended together. In order to gain
the competitive advantages in the local and international market, every organization develops
new products and services. So, the process of the marketing mix is required to be carried out
successfully in order to predict the rate of success of the launching products or services in the
market.
Figure: 2. Marketing Mix
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[Source: https://www.pinterest.com/pin/209628557627545269]
In this section of the assignment, a detailed comparison of Toyota and Bentley Motors has been
done based on the 7P's of the marketing mix. The seven tools which are used in marketing mix
are the product, price, people, place, promotion, process and physical evidence. The
comparison of Toyota and Bentley are as stated below:
PRODUCT
Based upon the seven varieties of elements of marketing mix, product element is one the
essential element. Organizations like Toyota and Bentley majorly focuses on developing new
products based on their highly targeted audience in the market. Various products have been
injected by the Toyota organization into the global market. They have numerous vehicles like
Corolla, land Cruise, RAV4, Lexus and Avensis. A remarkable mark has been left on the global
motorway by the Toyota of which they are proud of. Toyota has produced such automotive that
can be easily coped up with the impending fuel upsurges (Toma, et al. 2017). On the result of
which Toyota has emerged as one of the biggest competitors in the car industry. Company
launch products to meet the customer’s expectations by accepting the innovations in the
industry. Consumers continue to enjoy new designs with time because of the Toyota products,
cars and their accessories are evolving fast in the market. Since being diverse and intangible the
success of Toyota has pegged on the notion.
On the other hand, Bentley has emerged as one of the top car brands in the world. Bentley is
very rich in its marketing mix as well as in the portfolio of their products. The assembling of the
models of the Bentley is usually done at a factory in Crewe barring Continental Flying Spurs
which are assembled at a factory in Germany. Some of the most popular models of Bentley
includes Bentley Turbo R, Bentley Speed Six, Bentley Arnage, The Azure, Bentley Brookland etc.
Some of the models from the above belong to the ‘heritage’ category. Oldest models which
have excellent handcrafting, coach-building and high-performance engine sets a benchmark for
every new model manufactured which are the heritage models produced by the company.
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PRICE
Prices have been set proportionally to the consumer’s income by the Toyota Company in the
various parts of the world. In order to not letting out the customers, Toyota has been
continuously producing cars for upper as well as middle-class people (Pheng, et al. 2018).
Moreover, the pricing of the products depends completely dependent on the demand and the
supply. The price that is determined by the Toyota is generally very friendly for the customers.
Price offer is determined by the experience the products give to their customers and ambience.
It has been a while since the company is maintaining the quality at its best. Since the quality of
the products is very high so customers sometimes consider paying a little more amount also.
Bentley cars are generally designed while keeping the rich society in mind. The production of
these cars is done by hand requiring high craftsmanship and high-quality material. The workers
possess high skills due to which they are also paid high. Since these cars are not produced in
mass, therefore, their rates are quite high. The starting price of a Bentley car is $189, 195.
PLACE
Toyota is being able to find the various segments of the market where the goods are highly
demanded. Asia, Africa, America and Europe are most successfully penetrated by the products
of the company.
On the other hand Crew factory in the UK is the place where a majority of Bentley cars are
manufactured. USA, Canada, Japan, UAE and Australia are the places from where the major
buyers of the cars belong. There are almost 12 car models which are present in the market out
of which 11 are Sedan and one of them is SUV.
PROMOTION
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