Group Report: HI5004 Marketing Plan - Toyota RAV4 Brand Analysis

This report presents a marketing plan for Toyota RAV4, focusing on its brand positioning within the Australian market. The analysis examines the competitive environment, identifying key rivals like Mazda CX-5 and Honda CR-V. It explores Toyota RAV4's strengths, including its versatility, hybrid version, and appeal to a broad consumer base. The report utilizes Porter's Five Forces and SWOT analysis to assess the market dynamics and environmental factors influencing the brand. It also highlights the strategic importance of brand positioning in differentiating Toyota RAV4 from competitors and maintaining its market share in the mid-size SUV segment. The report provides insights into the consumer adoption process and pricing strategies, aiming to maximize customer relevance and increase sales. The analysis is based on the assignment brief for the HI5004 Marketing Management course, requiring an examination of the organization's marketing orientation and the development of a comprehensive marketing strategy.

Marketing Plan
Sagar

Introduction
In the era of competitive business environment it creates the emerging need to
increase the brand value and maximise the customer relevancy by adopting the
brand positioning strategies. Brand positioning states the appearance of the product
or service in the minds of target consumers. It will allow the brand to develop
distinguishable image from its competitors and gain the market share (Alden and
Nariswari, 2017).
The additional paragraphs of the report will highlight the brand positioning of Toyota
RAV4. It will also reflect upon the market leaders and how Toyota RAV4 has created
niche in market. It will include the pricing strategies and the consumer adoption
process.
Product Brand Positioning
Brand positioning purposes at developing the brand appearance in the minds of
target consumers. It increases the relevancy of the product and allows the company
to differentiate its brand from competitors. It is analysed that Toyota RAV4 has been
strongly positioned in the Australian market and has the huge potential to increase
the sales of Toyota. This latest version has been restyled as sharp angular body
lines that consist of automated driving features. It is positioned as a brand that
provides comforts and is suitable for cargo and inspection. It has the ability to go
from city explorations to off-road adventures. The young urbanites position it as a
brand with greater versatility and new hybrid version (Adina, Gabriela and Roxana-
Denisa, 2015).
It stands as one of the longest-running small-cum-medium SUV and has broadened
the SUV appeal to be as more dynamic and agile compact SUV. This hybrid version
creates the lowest emissions and is strongly positioned as a mid-size sport utility
vehicle that has huge capacity and has gained increased attention that reflects the
Toyota design language. This version has been able to maximise the customer
relevancy and has the huge potential in increasing the market share (Gao, 2019).