Marketing Mix Strategies and CSR Activities of Toyota Corporation

This report provides an analysis of Toyota's Corporate Social Responsibility (CSR) activities and how they are integrated into its marketing mix strategies. The study focuses on the four P's of the marketing mix – Product, Price, Place, and Promotion – and how Toyota utilizes them to enhance its brand image and promote sustainable development. The report highlights Toyota's commitment to environmental initiatives, such as designing hybrid cars to reduce fossil fuel consumption, engineering flower species to absorb air pollutants, and employing the three R's (reduce, reuse, recycle) in its product strategy. The analysis also suggests potential areas for improvement, such as strengthening partnerships with environmental organizations and incorporating sustainable solutions into promotional strategies. The report concludes by emphasizing Toyota's efforts to position itself as a responsible corporate citizen in the global market.

Running Head: TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
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1TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
Toyota Motor Corporation (TMC), a multinational automobile manufacturing company
based in Japan which was established in the yare 1973. Today Toyota does fall under one of the
world’s leading automobile manufacturing companies is the world (Mehri, 2018). With great
power comes greater responsibility, thus a brand like Toyota certainly gives larger emphasis on
strengthening their corporate Social Responsibilities (CSR) activities to enhance their brand
image in the market and get identified as a responsible corporate citizen.
Toyota always abides by the notion of promoting “Sustainable Development” (Ihlen &
Roper, 2014). Thus Toyota not only emphasizes on manufacturing quality products but also
observes an innovative and unique approach towards incorporating the goals of achieving
sustainable development in its product line. Therefore if the 4 P’s of marketing mix is analyzed
that is Product, Price, place and Promotion (Khan, 2014) in the light of the Marketing strategy
of Toyota, it can be observed that the company has incorporated a sustainable strategy in
designing its hybrid cars, a major development in its product aspect of the marketing mix
which are aimed at reducing the problem of global warming by limiting the use of fossil fuels.
Another major CSR initiative undertaken by Toyota is engineering its own flower species
(Debnath, 2015). Research indicate that these flower are actually derived from the cherry sage
and gardenia which are mainly responsible for absorbing large amount of nitrogen dioxide that
pollute the air, thus help in control atmosphere heat. Toyota is constantly building on the
prospects of manufacturing products in a greener way. Thus Toyota is developing its product
strategy based on three R’s which is: reduce, reuse and recycle. Manufacturing automobiles
and vehicle parts with recyclable plastic material like the battery of the Prius car (Simão &
Lisboa, 2017) which contains a phone number to ensures that every battery goes back to Toyota

2TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
for the purpose of recycling. Toyota also takes strong initiatives for improving the community
life by planting and preserving trees.
Concentrating on the question of what can be another P of Marketing Mix for Toyota to
develop on, it could be on its aspects of partnership and promotional grounds. Toyota should
particularly emphasize on collaborating with varied environment regulation authorities or varied
other non-profit organizations working toward protecting and developing the environment.
Toyota can sponsor these events, provide automobile support for easy transportation of
dignitaries in these events and altogether building up the company’s profile. Toyota can also
employee sustainable developmental solutions in designing their promotional strategy by
eradicating plastic banners or bill board promotions, come up with recyclable materials for
creating promotional tools and experiment in strengthening its image as a responsible corporate
citizen in the business market.

3TOYOTA’S CSR ACTIVITIES AND MARKETING MIX STRATEGIES
References:
Debnath, S. C. (2015). Environmental regulations become restriction or a cause for innovation–a
case study of Toyota Prius and Nissan Leaf. Procedia-Social and Behavioral
Sciences, 195, 324-333.
Ihlen, Ø., & Roper, J. (2014). Corporate reports on sustainability and sustainable
development:‘We have arrived’. Sustainable development, 22(1), 42-51.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Mehri, D. (2018). Notes from Toyota-land: an American engineer in Japan. Cornell University
Press.
Simão, L., & Lisboa, A. (2017). Green marketing and green brand–The Toyota Case. Procedia
Manufacturing, 12, 183-194.