Detailed Marketing Report: Toyota's Strategies and Analysis

This report provides a comprehensive analysis of Toyota's marketing strategies, focusing on key roles, responsibilities, and their relationship with other organizational departments. It delves into the key functions of marketing, including market analysis, segmentation, pricing, distribution, and customer care services. The report also examines the marketing mix of Toyota and compares it with Volkswagen, highlighting differences in product, price, place, promotion, people, and physical evidence strategies. The analysis covers how Toyota integrates marketing with production, human resources, finance, and research and development. Overall, the report offers a detailed view of Toyota's marketing approach, its strengths, and its comparative position in the automotive market.

MARKET ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1. Key roles and responsibilities of marketing function...........................................................3
P2. The roles of marketing relate to other function department of organization........................5
LO2..................................................................................................................................................6
P3 Comparison between the marketing mix of Toyota and Volkswagen..................................6
LO 3.................................................................................................................................................9
Marketing Plan............................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing can be determined as a thinking about the business in terms to consumer needs
and their satisfaction (Chatterjee and Joshi, 2018). It can be described as a set of processes for
creating, communicating, delivering and exchanging offerings that have value for the customers,
clients, parents and the society at a large.
Present report is based on Toyota. This study includes the key roles and responsibilities
regarding marketing functions with their relation to the wider context of the organization. Further
this report includes the ways that are being used by an organization for achieving its overall
objectives with the help of 7 P's of marketing mix. Lastly, this report comprises a marketing plan
for an organization.
LO1
P1. Key roles and responsibilities of marketing function
Marketing is the process of promotions and selling of the product, It includes after sales
service, market research, advertising and many more ( Jain and et.al., 2019). Marketing is also
done to identify the need of the customers and communicate with them.
Importance of Marketing
Marketing plays a key role in maintaining relationship between the company and the
organization. Marketing is done by the company to increase sales as well as the brand awareness
of the organization (Chatterjee and Joshi, 2018). Each and every business sector need to do
marketing to increase the sales of their business. It also helps in retaining and increasing the
number of customers.
Functions of Marketing
The main function of marketing are market analyzing, segmentation of market, product pricing,
customer care services.
Roles of marketing functions
 Marketing Analyzing: It is the basic and the most important function of marketing. In
this the marketer of the company analysis the marketing in proper and detail manner to
identify the need of the customers, trends in the market and preference of the consumer.
In this the information is collected about the market and customers. Marketing analysis is
very important for Jaguar as it helps them to identify preference of course and programs

by the students. The role of these marketing function is it helps in determining the need
of new offering in the market.
 Segmentation of Market: The process of dividing the market into different sections on
the basis of the age of the customer, gender, income level, preference, need and many
more is known as market segmentation (Mabkhot, Salleh and Shaari, 2016). One of the
major role of Segmentation of marketing is it helps the company to minimize the
possibility of losses. Toyota market segmentation is very important, as it helps the
automobile company to target the customers on the bases of their income group and
preferences (Jain and et.al., 2019).
 Product Pricing: When the company set monetary value of product for the purpose of
selling it is called product pricing. It is one of the most vital role of marketing. The
ultimate goal of every business is to increase their sales as well as profitability. Demand
and supply of the product plays and important role in pricing of product. If the demand is
high the price than the products will be expensive and if supply is high then the price of
the product will be cheaper (Maheshwari, Seth and Gupta, 2016). The pricing of the
course and programs in Toyota is done on the bases on the demand in the market, price of
competitive product in the market. The major role of pricing is it helps in targeting as
well as attracting customers.
 Distribution: The process of transporting the products from the producer to customer is
known as Distribution. Distribution channel includes various channels like wholesalers,
retailer, suppliers and many more. Selection of the best distribution channel is the role of
Senior marketing managers of the company. Toyota is an automobile company the
distribution of their cars are done through showrooms. The role of distribution is it create
a link between company and the potential customers.
 Customers Care services: The major role of the customers care services is to increase
the satisfaction level of the customers as well as maintain the loyalty of the consumer. It
is very important for the success of the company to gain loyalty of the customers.
Toyota's customers care services are open 24×7 to assist their customers and provide
better experience (Ng, Hamid and Yusof, 2017). The customer care department of the
company immediately starts working on the issue and try to resolve it as soon possible.

The role and responsibility of marketing function it increases the satisfaction level of the
customers.
P2. The roles of marketing relate to other function department of organization.
Marketing is interrelated with almost every functional department of the organization.
Marketing with Production
Marketing department and production department need to coordinate their activities to satisfy the
need of the customers. Strong and proper connectivity between the production and the marketing
department increase the productivity of the company (Nwokah and Aeenee, 2017). The
marketing department and the production department work closely together in Toyota. The job of
marketing department is Toyota is to work collect information about the need of the customers
and reviews of the customers of existing products so that the product department can modify or
develop a new product according to consumers needs whereas the job of production department
is to develop the good product so that marketing department can do marketing in more effective
manner.
Marketing with human resource department
For more effective working of the company the Human resource department and
Marketing department need to work closely together (Sinha, Sahdeo and Srivastava, 2016). In
Toyota the role of marketing department is to collect information about the need of human
resource in the Toyota and need of training and development for the employees and provide that
information to HRM, so they can recruit candidates and organize programs for training and
development program, whereas the role of t HRM is to recruit the best skilled candidates
according to information of the Marketing department so the company can increase their
performance in the market.
Marketing and finance department
Marketing department and the finance department are among the most vital department of
the company. In Toyota both department are interrelated and coordinate the work activities
(Thiptanamanee and Ussahawanitchakit, 2016 ). The role of marketing department is to increase
the sales and brand awareness of the company to generating more revenue and the role of finance
department in the Toyota is to provide proper funds to the marketing department, so they can do
their job in more effective manner.
Marketing and research and development department

Research and development department and the marking department are closely interconnected
The performance of both department depends on each other. At Toyota the marketing department
provide the information of about the situation of market, trends, products of competitor firm.
This information helps the R&D department to bring innovation in the product and structure to
increase the profitability of Toyota. The R&D department analysis ideas and bring something
new which helps the marketing department to increase the sales of the company.
LO2
P3 Comparison between the marketing mix of Toyota and Volkswagen
BASES Toyota Volkswagen
Product Toyota is one of the leading
brand in automobile industry.
The company have several
types of automobile in the
global market such as land
Cruiser, Lexus, corolla,
Avensis and many more. The
company focus to develop
those types of products which
meets the demand of the
customers. Automobiles of this
company are available in every
price range and this is the main
reason behind the success of
Toyota in global market
Volkswagen sells the cars in
many countries. The best
selling vehicles of the
company are Polo, Vento,
Jetta, Beetle, Passat.
Volkswagen produces car in
sectors like Hatchback, SUV,
crossover, MPV Sedan and
many more. The company also
have Hybrids, Electric and
dual Fuel options in their cars.
Volkswagen also offer cars in
almost every price sector.
Price Toyota set the price of their
car on the bases of income of
the customers Xu, Blankson,
and Prybutok, 201). The
company has successful
targeted the customers from
The prices of Volkswagen cars
are slightly higher than the
competitive companies. The
company. The company uses
psychological pricing
strategies. Maintains cost of

both lower and higher income
group. That is the biggest
competitive advantage of the
company. The price of their
products is mainly relayed on
the demand and supply and the
condition of the market. The
determination of price of
Toyota is very friendly toward
the customers moreover the
maintains cost of their
products are not that high.
the cars of higher than others.
The price Volkswagen also
depends on demand and
supply.
Place The company has identified
various market segments
where their products are high
in demand. The product of
Toyota has successfully
penetrated the markets of Asia,
America, Europe & Africa.
The company doesn't has a
well-known international
presence it operates in its local
countries.
The cars of Volkswagen are
accessible across the world.
Including USA, China, India,
Russia. Recently the company
has established a new plant for
manufacturing of big transport
vehicles & multi-vans. The
production plant is launched to
make it cheaper. The company
has its international presence
and the distribution is well laid
in the country it operates in.
Promotion The company is using
Environment friendly vehicles.
The promotion strategies has
used this Eco friendly concept
that increase the marketability
of the company. After sales
Volkswagen is using 360
branding to support parent
company as well as its
individual cars. The company
uses aggressive promotional
strategies to promote the

services were introduced to
attract customer's. It has used
local media like Television,
newspapers and radio to
promote the product of the
company.
product and also use social
media networks like Twitter,
YouTube to gain competitive
advantage. The company used
product differentiation strategy
to make their product unique
from its competitors.
People The company is empowering
the entire workforce in
services & product line. So
this has made workers more
creative and customer friendly.
This has enhanced company's
image and ability to respond to
customer's outlook. The
leadership role has played best
management practices in
Toyota. The employees of
Toyota directly handle
customer's problems.
The company has centralized
it's power to the top
management. So the workers
face problem in connecting to
the customer's. The leader is
playing dynamic role in
growth & development of th
company as the premium
brand in the eyes of the
customer's. The company is
having technological
advancement for taking proper
feedback's from the premium
customer's in the improvement
of the product quality.
Physical Evidence There is the tangible presence
and the standard dealership
with the availability of the new
clients and old one. There is
the degree of assurance that
the customer used to gain from
the manufacture regarding the
after service of the product.
The company still deal with
the proper dealership giving
the choices to the customer
regarding the customization of
the product (Xu, Blankson,
and Prybutok, 2017). The
company usually target the
high end customers of the

market by province them the
quality of products.
Process There is the implementation of
the lean model as they are bale
to produce just in time that
used to lead them proper
management and reduction of
wastage. This leads to
reduction in cost of
manufacturing and increase the
efficiency.
The implementation of the six
sigma along with the
implementation of the total
quality management as it will
lead to the employee
satisfaction along with growth
and development of the
company and the needs of the
customer.
LO 3
Marketing Plan
Vision
• To earn affection of the customers through providing superior experience and value.
• To provide products to all the segments of consumers, specially targeting to middle class.
Mission
• To provide services to middle class segment by producing products at affordable prices
• To pursue best practices for providing products to all the segments of the consumers
Objectives
• To capture high market share through bringing a car for middle class segment of the
market
• To provide the best quality products in low range for the middle-class consumers through
bringing a new product as a middle ranging car
Marketing audit – SWOT, PESTLE
In order to conduct marketing audit for Toyota in bringing new car of middle range, company
can conduct marketing audit through PESTLE and SWOT analysis. PESTLE is being conducted
for the purpose of analyzing the macro environment factors that can be faced by Toyota for

bringing its new product. SWOT is executed by Toyota for the purpose of determining the
internal environment factors of the company
PESTLE Analysis
Political factors: The major political factor that can affect Toyota in introducing middle
ranging car might be increase and decrease of tax level on the sale of cars by the government
which can affect in a negative or positive aspect both.
Economic Factors: The major economic factor that may affect Toyota in bringing its new
product might be the inflation rate which has increased in a sudden period. This can increase
the costs of product which is a negative factor for the company
Social Factors: In order to prevent any social effects, Toyota has to meet up the ethical
procedures for ensuring more smooth trade between the supplier and the customer. Positive
influence which Toyota can have from social factor is increase in population trend that
affects the demand of the auto-mobiles resulting in more production.
Technological Factors: It is one of the most positive aspect which influences Toyota in
bringing new product in the market as the company is known for its unique innovations in its
products.
Legal Factors: The company has to make sure that the new products that are being
introduced in the market are not being copyrights, and the copyrights of the middle range car
segment must be created in order to prevent any unlawful activity.
Environmental Factors: It is to be considered by Toyota that the new product that is
middle range cars, are not harmful for the environment. Electric vehicles which are being
planned as
SWOT Analysis
Strengths: The major strength of Toyota is its brand name in the market, this is
considerable for the company in order to bring middle class segment of cars. Another
strength of the company is its product quality which is being always helpful for the company
in providing customer satisfaction.
Weaknesses: Toyota is facing a tough competition in several continents like Europe, Asia
and North America because of their rival competitors that includes BMW, Mercedes,
Porsche, etc. But in middle range cars the company has to fight with Nissan, Volkswagen,
Suzuki, etc. as they are involved in manufacturing of middle range cars.

Opportunities: Toyota is having opportunity to introduce low range cars which can be
grabbed in an effective manner by the company.
Threats: The major threat that Toyota have in bringing middle range cars is its tough
competition in the market that is to be considered by the company.
Marketing Mix 4 P's
It refers to a combination of factors that are to be controlled by a company for influencing
consumer to buy the products and services of the company. This includes 4 P's of marketing that
are product, place price and promotion, these are to be executed in a significant manner by
Toyota in order to achieve the objectives that are being set for bringing middle range cars in the
market.
Product: The product which is to be produced by Toyota will include several variants of
colours and engines in order to attract a greater number of consumers.
Price: In order to attract maximum number of consumers, Toyota will undertake price
penetration strategy for maximising sales by offering products in less price than competitors.
Place: It is essential to determine the appropriate location for offering new segment of
products which has to be determined by Toyota, the place where channel of distribution is
most significant and the target customers can be approached easily, that place will be
undertaken by the company.
Promotion: In order to promote middle range cars, Toyota will undertake social media
marketing along with other sources of marketing which can help them in targeting maximum
number of consumers.
STP – Segmentation, Targeting and Positioning
It is essential for Toyota to execute STP in a significant manner in order to grab a huge
market for its new product. The segment which will be approached by Toyota is demographic
segment according to income of the consumers. Middle class people are to be targeted. The
consumers which are to targeted are middle class people whose income level is average.
Positioning must be done in such a manner that all the consumers are being easily approached in
order to maximize sales effort.
Marketing program
Activity Sources Time to be taken

Direct marketing Email 8 Weeks
Digital Marketing Social media applications 2 Weeks
Commercial marketing Television Magazines 4 Weeks
Budget
Marketing Expenses
Direct marketing £50.00
Television Expenses £80.00
Magazines Expenses £30.00
Facebook, Instagram, Twitter £50.00
Campaign £40.00
Total £250.00
Monitoring and controlling
In order to monitor and control the process of marketing these are various methods that can be
used by Toyota. Toyota can use feedback method and suggestions method for controlling and
monitoring operations. Toyota will take recommendations and suggestions from its customers as
well as employees in order to determine the efficiency in the product and operations in middle
range of cars by Toyota.
CONCLUSION
From the above assignment it has been summarized that marketing is the most importance
function department of the company. The report is based on marketing of Toyota. This study as
included the key functions of marketing and the interrelation with another functional department.
The study has also highlighted the comparison of marketing mix of Toyota and Volkswagen. At
last the report has discussed the Marketing plan for Toyota.