Semester-Long Marketing Plan: Toyota RAV4 Analysis and Strategy Report

This report presents a comprehensive marketing plan for the Toyota RAV4, focusing on its competitive environment and consumer adoption process within the Australian market. The analysis begins by examining the market's leading players, such as Toyota Hi-Lux and Corolla, and identifies the gro...Read More

Marketing Plan
Prakash

Market leader and Niche Market
From the analysis of the competitive environment, it is recorded that the Australian
market has the huge potential of growth in car sales market and has increased to
1.153m in the year 2018. The main market leader of the product includes Toyota Hi-
Lux and Toyota Corolla. The SUV car sales market has been dominated by Mazda
CX-5, Mitsubishi Triton, Nissan X-Trail and Hyundai Tucson (Lansbury, Wright, and
Clibborn, 2017).
It is analysed that Toyota has created niche in the market by delivering the products
to the hybrid consumers and designs the products that generates low emissions and
are environment friendly. The company targets the premium consumers and was
able to create awareness among the customer through its efficient models and
hybrid models. Toyota Lexus is the premium brand that is able to create niche
through product quality and safety. It provides the luxurious feel to the premium
customers and able to create competitive edge over its competitors (Lansbury,
Wright, and Clibborn, 2017).
It is analysed that the Toyota Hi-Lux and Corolla will be the leader in the Australian
market. These models of car have helped in increasing the market sales and have
captured the huge market of Australia. Toyota Hi-Lux is considered as a biggest
selling vehicle and has topped the national sales figure. It has seen the growth of
9.9% from the year 2017. It has promoted the Toyota brand and created dominance
in the Australian Market. It is analysed that both the products have helped Toyota to
become market leader but the increasing demand of SUV has increased the
potential of Toyota RAV4. This product faces high competition and has become the
leader in the Australia car selling business (Lansbury, Wright, and Clibborn, 2017).
Consumer Adoption Process
The first step under the consumer adoption process of Toyota RAV4 will include
product awareness which will be done through online and offline advertisement
sources and will include the marketing campaigns that will help in providing
information about the product. The second step includes creating the interest for the
product in the minds of the consumers through detailed information and evaluation of
product. The third step involves product evaluation under which the customers will
try the products of Toyota to establish its trust and will gain the information about the
Toyota RAV4 from the customer reviews and evaluation of its features (Zhang and
Benyoucef, 2016).
The fourth stage involves product trials in which the customers will be provided with
the free test drives to analyse the features of the car and delivers personalised
experience. It will help in delivering satisfaction to the customer and shifting the
customers to the adoption process. The last stage under the customer adoption
process in product adoption under which, the customer will get comfortable with the
product and will make the regular use of it (Moore, Raymond and Hopkins, 2015).