Applied Marketing Management: Toyota Corolla's Marketing Plan

This report provides a detailed marketing analysis of the Toyota Corolla, examining various aspects of its marketing plan. The analysis covers distribution and pricing strategies, emphasizing the importance of affordability and availability in high-demand locations. It also explores email and social media campaigns, focusing on reaching existing customers and increasing engagement. The report highlights Toyota's business goals, including increasing the efficiency of their cars and addressing environmental concerns. A SWOT analysis is conducted to assess Toyota's strengths, weaknesses, opportunities, and threats, with a focus on brand image, pricing, and market expansion. The target market is identified as middle-income and environmentally conscious consumers. The report concludes with a discussion of positioning strategies, including improving brand identity and leveraging online platforms to showcase the car's features and safety aspects. The report uses various references to support the findings and recommendations.

Running head: TOYOTA COROLLA MARKETING MANAGEMENT
TOYOTA COROLLA MARKETING MANAGEMENT
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Distribution and Pricing strategy
The success and continuity of any business organization in the economic field is
dependent on how well it is able to supply its goods and services to the target market. This is
significant to understand as the rise in the sales volume of any business firm leads to the
consequent rise in the profit margin of the concerned business firm. The main objective of
any entrepreneur is to earn a higher level of profit margin.
Thus, in order to increase the sales volume of any business company, it is important to
concentrate on the distribution and pricing strategies of the firm. One of the distribution and
pricing strategies that Toyota can follow for the sale of its car called Corolla is to ensure that
the price of the product is set at an affordable range. Cars is one consumer product which is
desired by majority of the people in the economy. However, they are desirous of purchasing a
car which is cost effective and also consumes less fuel so that it does not adversely affect the
environment.
Another proposed distribution and pricing strategy that can be proposed for the
business organization is to ensure that the car is available at a demanded location. In other
words, the car should be available for purchase in a place where there is a higher consumer
demand. This would, in turn, guarantee the rise in the sales volume of the company along
with the associated rise in the profit margin of the stake holders.
In this respect, it can be observed that the objective of penetration is quite important
for the company which needs to be considered. Toyota needs to be able to sell its cars to the
consumers who are the potential buyers. For this, the targeted consumer group first needs to
be identified. Selling the Corolla to those people who are able to afford it and in a place
where it is in high demand, would consequently lead to a high rise in the sales volume. For
the proper understanding of the target market, it is essential to segment the economy in

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accordance with the various indicators. This is done in the form of classifying the market in
to high income group, middle income group and lower income group. Since the cars
manufactured by Toyota is considerably innovative in nature and are state of the art as a
result of the environmental concerns of the management level, the prices of the cars are
significantly higher. Thus, such cars can be afforded by only those belonging to the middle
income group and high income category. As a consequence of this, one of the distribution
and pricing strategy that can be proposed for Toyota is that of segmentation of the economic
market according to the income ability of the target consumer.
Email campaign
The email campaign that the company has to undertake, has to be directed towards the
existing customers of Toyota. The mails have to be consisting of the upcoming events and
updates about the company, for the purpose of promoting those products of the company. The
mails have to be personalized in a way that would be able to reach out to the appropriate
audience with the appropriate messages. For every update, or event, the company has to list
out nearly 1000 recipients for the mail. The information about the customers have to be
retrieved from the servers using the keywords from the information to be disseminated. For
example, if an event is taking place in New York, the keyword “New York” could be used to
retrieve customers who are based in New York or are somehow related to New York. This
should be evaluated after one year, based on the efficiency of this communication plan.
Social media campaign
The social media platform on which Toyota should be choosing for its communication
objective is Facebook. This is because Facebook is currently the fastest growing social media
platform at present. Just like the email campaign, this too has to be directed towards updating
the existing customers about the latest developments of the company that have to be done. It

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is for this reason that the main thing that has to be done is to make the customers engage with
the page, for which there should be frequent posts asking for customer opinions. For
example, “Which Toyota product is your favourite?” This communication approach would be
immensely helpful in making sure that customer touchpoints are increased and in a positive
manner. These posts should mostly be sponsored posts, since the main thing that has to be
considered in this regard is the fact that it is more advisable to reach out to the customers than
to wait for the customers to come looking for the information.
Business goals and objectives of Toyota in the coming year
Toyota is a world renowned company in the international sphere (Mehri, 2018). It is a
Japanese multi-national enterprise with its presence in almost all the parts of the world.
Compared to the other automobile industries, Toyota is the sixth largest business organization
in this industry. This organization manufactures cars which considered to be affordable by the
middle-high income group of people. In the year 2014, this organization was listed to be the
largest automobile organization in Japan (Aoki & Wilhelm, 2017). However, by the end of
2016, Toyota was seen to be the sixth largest firm in the entire world.
The main objective of the business firm of Toyota in the coming years is seen to be
increasing the efficiency of the cars that are manufactured by them. In the contemporary
world, there is a lot of concern regarding the fossil fuels which are burnt by the automobiles
lying on the road. This aspect has a severe adverse impact on the health of the environment
(Simão & Lisboa, 2017). This would be beneficial for the organization in the form of
increasing the sales volume of the company. This in turn would lead to the rise in the profit
margin as earned by the different stakeholders of the firm and the annual revenue which is
generated thereby.

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The environmental analysis of Toyota
The business organization of Toyota is highly concerned with the manufacturing of
environmentally friendly cars. In this sense, it can be observed that Toyota manufactures
innovative cars and automobiles (Hasegawa, 2018). This is significant because the
consumption in such cars are extremely low as compared to the other cars produced by
different business firms of the industry. The cars manufactured by the firm are hybrid in
nature so that they comply with the environmental trends as can be experienced in the
contemporary time period. One of the prime examples of such a car is that of Toyota Prius,
Highlander Hybrid and Camry Hybrid.
In order to keep the customers aware about the needs of the environment and how it is
being met by the company in an effective manner, Toyota releases a regular statement in its
company official website. The marketing strategy of the organization focuses highly on the
issues of the environment and tries to ensure that the pollution caused by its products always
remain at a minimum. In this sense, it can be observed that the environmental policies of the
business company is followed in a diligent and efficient manner.
Competitive over view of Toyota based on SWOT analysis
The business organization of Toyota can be analyzed on the basis of several fields.
This can help the reader to understand the competitive advantage among the other business
firms of the automobile industry.
The strength of Toyota lies in the brand image provided by the company. Toyota is
one of the most considered organization in the world (Nallusamy, 2016). The consumer
market has now been able to establish its trust in the cars manufactured by Toyota. As a result
of this, brand image has come to be one of the most important strengths of the company.

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However, one of the weaknesses of this organization is the price of the cars that are
manufactured (Sisson & Elshennawy, 2015). Toyota believes in the production of innovative
and environmental friendly cars. As a consequence of this, many new parts are manufactured
which are otherwise not available in the automobile market. This leads to the rise in the price
of the cars, which is turn leads to the decrease in the demand of such cars from the middle
income group of people.
One of the most significant opportunities that is provided to Toyota is that of the
expansion of the market in the developing countries of the world (Coetzee, Van der Merwe &
Van Dyk, 2016). The consumer market in such countries are expansive in nature whereby the
consumers have the monetary means to afford the cars which are manufactured by Toyota.
This aids in the increase of revenue of the business organization, providing it with a
beneficial position within the concerned industry.
On the other hand, one of the threats which is faced by the organization of Toyota is
that the other competitors of the market has managed to improve their technology to a
significant extent Coetzee, R., Van der Merwe, K., & Van Dyk, L. (2016). As a result of this,
the cars manufactured by Toyota are facing a stiff competition from the other cars in the
market, such as those manufactured by Honda, which have the same technological
advancements and therefore most fuel efficient. This results in the decrease if the profits
which are earned by the company.
This shows that the products manufactured by Toyota have to be made affordable in
nature. This would ensure that the cars of Toyota are purchased in an increased capacity,
thereby leading to a rise in the revenue generated by the business organization.
The targeted consumer market of Toyota

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The target market of Toyota constitute of those who belong to the middle income
group. Furthermore, the environmentally conscious people prefer to purchase the cars as
manufactured by Toyota because of its commitment to lessen the air pollution as released in
the atmosphere.
Positioning Strategy of Toyota
Toyota should try to improve its brand identity among the target consumer market.
The improvement in the brand image would place a greater faith of the people on the cars that
are manufactured by the organization. Moreover, the company should try to draw the
attention of the consumer market who are more involved in the various online platforms. In
other words, the images and the specifications of the cars which are produced by Toyota
needs to be show cased on the official website of the organization (Li, 2018). This would
provide a considerable exposure to the products of the company. One of the positioning
strategies that can be implemented by Toyota is manufacturing cars which are electronically
safe for the consumers. This would aid in improving the brand loyalty of the business
organization as people would trust the car because of the additional safety features provided
by it.

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References:
Aoki, K., & Wilhelm, M. (2017). The role of ambidexterity in managing buyer–supplier
relationships: The Toyota case. Organization Science, 28(6), 1080-1097.
Coetzee, R., Van der Merwe, K., & Van Dyk, L. (2016). Lean implementation strategies:
how are the Toyota Way principles addressed?. South African Journal of Industrial
Engineering, 27(3), 79-91.
Hasegawa, T. (2018). Recent projects and initiatives at Toyota Archives. Comma, 2016(1-2),
149-154.
Li, Z. (2018). Business Network Positioning Analysis of Toyota. American Journal of
Industrial and Business Management, 8(07), 1693.
Mehri, D. (2018). Notes from Toyota-land: an American engineer in Japan. Cornell
University Press.
Nallusamy, S. (2016). Lean manufacturing implementation in a gear shaft manufacturing
company using value stream mapping. In International Journal of Engineering
Research in Africa (Vol. 21, pp. 231-237). Trans Tech Publications.
Simão, L., & Lisboa, A. (2017). Green marketing and green brand–The Toyota
Case. Procedia Manufacturing, 12, 183-194.
Sisson, J., & Elshennawy, A. (2015). Achieving success with Lean: An analysis of key
factors in Lean transformation at Toyota and beyond. International Journal of Lean
six sigma, 6(3), 263-280.

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