MKT10007: Toyota C-HR Marketing Strategies and Recommendations Report

This report provides a comprehensive analysis of Toyota's marketing strategies for the C-HR model, focusing on the marketing mix elements: product, pricing, promotion, and place. The report begins with an executive summary and table of contents, followed by an introduction that highlights the importance of effective marketing in positioning products to meet consumer demand. The report then delves into a detailed discussion of each element of the marketing mix, recommending specific strategies for the C-HR, including product design, competitive pricing, promotional activities via social media and roadshows, and multi-channel distribution. It also includes a competitive analysis of the C-HR in comparison to similar models such as the Skoda Karoq, Nissan Qashqai and Seat Ateca. The report also addresses the importance of brand positioning and concludes with a summary of findings and recommendations, along with a list of references and an appendix with relevant tables.

Running head: MARKETING STRATEGIES OF TOYOTA
MARKETING STRATEGIES OF TOYOTA
Name of the student
Name of the university
Author note

1MARKETING STRATEGIES OF TOYOTA
Executive summary
The report aimed at improving a coherent understanding of the different marketing activities that
might be initiated by Toyota while positioning the C-HR. The suitable positioning of the brand in
the markets would allow the organization in continuing with the efficacy of the operations in
adherence to the demand of the consumers. The report enumerated the comparisons in the price
offerings of the venture with the competitors which will influence the venture in improving
strategies for growth. The research also enumerated the position of the grand in the competitive
markets with the objective of continuing with the efficacy of the operations in adherence to the
needs of the consumers. Therefore the purpose of undertaking the research is to delineate the
different practices that might be commenced by the concerned venture with the aim of
empowering the ethical and socially responsible developments of the venture.

2MARKETING STRATEGIES OF TOYOTA
Table of Contents
Introduction......................................................................................................................................3
Recommend marketing mix of Toyota C-HR with the brand-positioning......................................3
Product.........................................................................................................................................4
Pricing..........................................................................................................................................5
Promotion....................................................................................................................................6
Place.............................................................................................................................................8
Positioning strategy.........................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
Appendix........................................................................................................................................12

3MARKETING STRATEGIES OF TOYOTA
Introduction
The marketing capabilities of the organizations influence the venture in improving the
operations in adherence to the demand of the consumers. The marketing operations of the
ventures influence the venture in effectively positioning their propositions in the different market
segments while attracting the attention of the target consumers. Simão and Lisboa (2017) opined
that the effectiveness of the marketing campaigns influence an organization in improving the
potency of the venture while operating in diverse economies. In this relation, the marketing mix
that is being followed by Toyota for C-HR has helped he organization in continuing with the
efficacy of the operations in adherence to the demand of the consumers. The research will take
steps to recommend a set of marketing activities with the objective of improving the efficacy of
positioning the offerings in adherence to the demand of the consumers. The different elements in
the marketing mix of the organization is specifically reliant on the effectiveness of the operations
that are initiated by the ventures while operating in different situations. In this relation, the
research will develop a set of recommended activities for marketing of Toyota C-HR with the
objective of improving the potency of the systems while adhering to the demand of the
consumers (Toyota.com. 2019). Therefore, the purpose of undertaking the discussion is to
develop a coherent understanding of the different changes that might be initiated by Toyota
while managing their marketing activities.
Recommend marketing mix of Toyota C-HR with the brand-positioning
Marketing mix are essential factors controlled by a company that is key for influencing
the consumers to make product purchases. It is one of the most anticipated and waited card
design in the global market. This part of the report explained the recommended marketing mix
for this new product launch that makes it appealing to the consumers.

4MARKETING STRATEGIES OF TOYOTA
Product
Toyota has diversity in the ranges of the products they offer to the consumers. The
company consists of 43 different car models and divided into different segments. However, C-
HR belongs to a new segment and has put in significant effort in designing a different car model.
The C-HR is a small crossover hatch developed on the new Prius platform which is available in
both underpowered 1.2 litre turbo or hybrid power (Toyota.com., 2019). However, in terms of
the product attributes, the design and the OTT bodywork gives an edge over the other products in
the venture range. C-HR implies Coupe High Rider’s Chassis which provides a look of a racing
car and provides better driving experience, despite being different from lightweight Faux-SUV.
Toyota RAV4 is one of the major products in the SUV segment but it has grown bigger in size
and price in the past decade. C-HR fills in the gap and has been able to develop a family SUV
which can compete with products such as Skoda Karoq, Nissan Qashqai and Seat Ateca
(Toyota.com., 2019).
Moreover, the availability of the hybrid version makes it is more appealing to the
company drivers as reduces the emission of CO2 and reduces the overall tax bills. The fuel
economy of the car is also better than other rival models in the venture segment and the parts are
available at relatively cheaper prices (Toyota.com., 2019). Company has implemented a
customer centric strategy where the main focus in on the needs of the consumers and develop
products based on the needs of the consumers. The specification of the C-HR shows that the
company uses automated emergency braking, 8.0 inch touchscreen, adaptive control and dual-
zone climate control which is automated (Toyota.com., 2019). The company has taken the value
route where the organization is offering a fuel efficient system with standard parts and warranty

5MARKETING STRATEGIES OF TOYOTA
(Toyota.com., 2019). The car is designed at such it enables agile handling, comfortable riding
and well controlled body motions.
Pricing
Toyota has always used the mantra of providing quality products at affordable prices.
This segment is no different and is aiming to offer value for product. Initially, the company
launched a single spec C-HR line-up. However, company has used three trims this year to
provide additional features to the consumers. LE, XLE and Limited are the three segments
ranging from $21,990 to 27,045 (Toyota.com., 2019). The company uses a pricing strategy
which is based on geography, demand, segment and competition. They have developed a flexible
pricing range based on the market conditions and prices offered by the competitors in the market.
C-HR also focuses on offering crossovers to consumers at affordable prices for those consumers
willing to purchase SUVs at affordable prices (Toyota.com., 2019). The utilization of flexible
pricing strategy would influence the venture in targeting a higher number of consumers.
The customer centric pricing strategy would influence the venture in improving the
potency while adhering to the demand of the consumers. Pomering (2017) opined that the
pricing strategy of an organization influence the venture in increasing the sales volume. The
concerned organization developed strategies for achieving the extensive support ad engagement
of the consumers in the different processes. The flexibility in the pricing strategy also
influenceed the venture in expanding their venture in the different parts of the world. The
differentiation of the pricing options while offering a multiple range of products would influence
the venture in increasing the rate of involvement of the consumers. Yan and Yazdanifard (2014)
stated that the different modifications in the pricing structure of the organization influences the
venture in improving the sales revenue of the venture.

6MARKETING STRATEGIES OF TOYOTA
The minimization of gap in the expectations of the consumers and the product
deliverables of an organization influence the venture in increasing the rate of consumer
satisfaction. Shalender and Singh (2015) stated that the development of a stronger customer
base influence the venture in improving the potency of the diversifying the range of products. On
the other hand, Papasolomou et al.(2014) stated that the flexible pricing strategies of a venture
influences the venture in improving the consumer base while operating in the diverse economies.
Therefore the flexible pricing strategy would influence in improving the marketing potency of
Toyota C- HR while increasing the profitability and rate of sales revenue.
Company and its competitors Price
Skoda Karoq US$28,793.00
Nissan Qashqai US$ 28,690- US$33,290
Seat Ateca US$30,937
Toyota C-HR US$21,990 to US$27,045
Promotion
The promotional measure that might be considered by the concerned organization while
marketing the C- HR in the diverse economies. The concerned organization might make use of
social media platforms like Facebook, Instagram and LinkedIn. Baccarella et al. (2014) stated
that the promotional activities that are initiated by the organizations influenceed the venture in
improving the operations of the venture while operating in the diverse economies. In this
relation, the development of suitable promotional practices would influence the venture in
ensuring the operations of the venture while operating in diverse economies. The extensive
utilization of the social media platforms influence an organization in improving the awareness
among the consumers. Toyota might utilize a range of social media platforms for making most of

7MARKETING STRATEGIES OF TOYOTA
its target audience aware of the product offerings along with the chief features and the pricing
considerations. The concerned organization might also make use of suitable roadshows for
making the consumers aware of the propositions that are made by the venture.
Naghi (2017) stated that the road shows and corporate events influence an organization
in improving their potency of showcasing their innovativeness to a huge number of local
audience and international visitors. On the other hand, Yan and Yazdanifard (2014) opined that
the social media promotions that are initiated by the organizations influence the venture in
improving the operations of the venture while operating in diverse economies. The concerned
organization might take steps to promote the product offerings through the utilization of a hybrid
combination of road shows and the social media promotions. The extensive range of operations
of the venture would influence in improving the potency of the venture in the diverse economies.
The improved rate of promotional activities influence an organization in improving the
potency of the venture while operating in the diverse economies. The uniqueness in the
promotional strategies influence an organization in improving the potency of the venture while
operating in the diverse economies. Pomering (2017) stated that the improved rate of
promotional activities of an organization influence the venture in improving the communicability
among the company and the community stakeholders. Appropriate exchange of information
would influence the venture in improving a powerful coalition between the target audience of the
organization and the consumers, which would support Toyota in improving the R&D operations
on the offerings.
On the other hand, Yan and Yazdanifard (2014) opined that the improved rate of
communication with the stakeholders and the consumers influences the venture in minimizing
the gap between the perceived and actual value of the propositions. The continuous development

8MARKETING STRATEGIES OF TOYOTA
of the propositions that are facilitated by the R&D department of the venture are reliant on the
improved rate of communicability. The improved rate of promotional activities of the concerned
organization are reliant on the improvements in the communicability of the individuals and the
manner in which it is related to the performance of the venture. Therefore, the extensive
promotional activities of the concerned organization would support the venture in improving the
propositions while adhering to the changing demand and preferences of the consumers.
Place
The concerned organization might make use of the multi- channeled distribution
networks which will influence the venture in circulating the propositions in adherence to the
demand of the consumers. Simão and Lisboa (2017) stated that the multi channeled distribution
influences an organization in increasing the rate of availability of the products in the diverse
economies after assessing the entire market demand. The improved rate of availability of the
product in the diverse economies would influence the venture in improving the market position
of the venture through continuous enhancement of the ales revenue. In this relation, the multi
channeled distribution strategy of the concerned organization would influence the venture in
ensuring the availability of the range of offerings in adherence to the demand of the consumers.
Therefore, the concerned organization might undertake collaboration with different entrepreneurs
and distributors with the objective of continuing with the smooth functioning of the supply chain.
The extensive market expansion of the venture would influence the venture in improving
the potency of the venture while operating in the diverse economies. On the other hand, the
greater availability of the offerings in the market would influence the organization in retaining
the loyal consumers of the venture. Retention of the loyal consumers would contribute. The
improved earnings of the venture while operating in the diverse economies. Naghi (2017) stated

9MARKETING STRATEGIES OF TOYOTA
High price
Low price
High qualityLow quality
that the extensive use of the positioning strategies through active partnerships and mergers
influence an organization in improving the supply chain and inventory management operations.
Therefore, the concerned organization must develop strategies with the objective of transferring
the risks to the different stakeholders with the view of improving the availability of the offerings
in the diverse economies. The improved distribution strategy of the concerned organization
would influence the venture in increasing the nature of expansion in the diverse economies.
Positioning strategy
The positioning of the concerned organization, Toyota, among the competitors are reliant
on the factors of price and quality of the offerings. The mapping helped in identifying the market
position of Toyota as a company that aimed at providing better quality offerings in a lower price
that the other existing players. The improved quality of the products are dependent on the
Kaizen or the lean management principles that are followed by Toyota. Baccarella et al., (2014)
stated that the improved quality of the offerings influence an organization in improving the rate

10MARKETING STRATEGIES OF TOYOTA
of customer satisfaction and retention of the venture. The improved quality of the propositions
would influence the venture in improving positive image of the venture while competing in a
market with players follow a similar business model.
Conclusion
Therefore, Toyota might take steps to develop a comprehensive marketing plan for
enabling the efficient positioning and branding of C- HR. The recommended 4Ps of the
organization would influence the venture in improving the propositions while adhering to the
demand of the consumers. The delineation of different systematic procedures for supporting the
marketing operations would influence the venture in increasing the rate of awareness among the
consumers while improving the brand value of the venture. Therefore, the research aimed at
improving the operations of the venture while adhering to the needs of the consumers. The
recommended activities that might be considered by the organization will be based on ethical
and socially responsible offerings. The ethical and social responsibilities of the organization will
be based on the affordable pricing system which will allow the consumers to make a buy of the
offering in adherence to the needs of minimizing the rate of fuel consumption. The strategy
would influence the organization in increasing the rate of profitability while empowering the
target audience to make a buy of the propositions.

11MARKETING STRATEGIES OF TOYOTA
References
Baccarella, C. V., Scheiner, C. W., Trefzger, T. F., & Voigt, K. I. (2014). High-tech marketing
communication in the automotive industry: a content analysis of print
advertisements. International Journal of Business Environment, 6(4), 395-410.
Naghi, R. I. (2017). The effects of globalization on marketing. GSTF Journal on Business
Review (GBR), 2(3).
Papasolomou, I., Thrassou, A., Vrontis, D., & Sabova, M. (2014). Marketing public relations: A
consumer-focused strategic perspective. Journal of Customer Behaviour, 13(1), 5-24.
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ), 25(2), 157-165.
Shalender, K., & Singh, N. (2015). Marketing flexibility: Significance and implications for
automobile industry. Global Journal of Flexible Systems Management, 16(3), 251-262.
Simão, L., & Lisboa, A. (2017). Green marketing and green brand–The Toyota Case. Procedia
Manufacturing, 12, 183-194.
Toyota.com. (2019). 2019 Toyota C-HR | Stand out for all the right reasons. Retrieved from
https://www.toyota.com/c-hr/
Yan, Y. K., & Yazdanifard, R. (2014). The concept of green marketing and green product
development on consumer buying approach. Global Journal of Commerce &
Management Perspective, 3(2), 33-38.