Analysis of Toyota's Marketing Strategies in the UK

Desklib provides past papers and solved assignments for students. This is a solved assignment on Toyota's marketing strategies.

INTRODUCTION TO MARKETING
STUDENT NAME: Mohammed djebbari
STUDENT: ID f1902059
1

Table of Contents
Task 2: Group Presentation.............................................................................................................3
Introduction..................................................................................................................................3
UK car manufacturing market environment................................................................................3
Company's marketing mix strategy..............................................................................................4
Company current marketing performance...................................................................................5
Conclusion...................................................................................................................................5
Reference list...................................................................................................................................7
2

Task 2: Group Presentation
Introduction
Toyota is one of the biggest and renowned names in car manufacturing company that solely
believes in innovation. The company uses differences strategy to promote their services and
product to gain the attention of consumers.
● The total investment of Toyota research and development is 2.75 billion euro
● There are two manufacturing plants of Toyota in the UK
● It ranked 7 in terms of selling car in 2018
● Toyota uses social media as promotional strategy
● Promotion of products or services s helps in increasing 28% in sale performance
(Toyotauk.co.uk, 2019).
● The productivity of the company get increased due to firm marketing strategy
UK car manufacturing market environment
The current scenario of manufacturing market is reliable an efficient to establish business
especially car manufacturing industries. There are several challenges and risks that
manufacturing companies experience such as complex employee’s law and labour act. The
complex nature of policies and legislation related to manufacturing that brought number of
difficulties and barriers that need to consider ensuring that maximum benefit can be extracted
positively. There is range of manufacturing companies in the UK who provides similar products
and services, which creates problem in earnings profit that eventually increased the reliability
and efficiency of the company positively.
● The government of the UK collaborate with automotive e council
● It is estimated to invest about 2.8 billion euro in R&D
● The UK manufacturing market contributes about 12% in terms of export (Vargo and
Lusch, 2016)
● The aim of the advertisement is to promote services and products
● The stability of the UK government encourage manufacturing companies (Grönroos,
2017)
3

● The technological emphasis in the country support manufacturing companies
It has been witnessed that manufacturing company contributes about 22% of total UK economy.
Therefore government has taken several steps and initiatives to encourage several a
manufacturing companies to ensure that\ maximum benefit can be gained without compensating
with qualities. On another hand, there is growing demand of fuel efficiency of car that give an
opportunity to automotive company to use new and innovative technology to ensure that
maximum benefit can be gained. Through critical analysis of the compnay in the UK
manufacturing market, it can say that the growing demand of manufacturing company give new
opportunities to establish its business to fulfil the needs and requirement of the consumers
positively. On the contrary, there are several tools and techniques that automotive companies can
use to in promoting their products. The diversified market of UK manufacturing market gives an
opportunity to commence business through free trade agreements positively.
Company's marketing mix strategy
The marketing mix is one of the essential and reliable to understand the approach to consumers
by company to ensure that maximum benefit can be obtained. It has been witnessed that
company is required to formulate an effective planning to ensure that business can drives into
sustainable development. In order to understand market mix strategy, the 4Ps market mix model
has been used to ensure that effective strategies can be developed for sustainable development.
● Toyota uses market orientation strategy to gain competitive advantage
● The value based pricing strategy is mostly used for expensive products
● Toyota provides range of products such as Welcab series and marine products (Disney et
al. 2018)
● Toyota uses personal and public relation as promotional activities
● Together green program gives maximum profit to the company about 2.5 billion euro
(Marketingmix.co.uk, 2019).
● The distribution strategy support company use to distribute products and service (Spring
and Dalrymple, 2018)
The marketing mix model helps u in understand different attributes of business to examine
different strategies to ensure that maximum benefit can be gather. The pricing strategy is
considered as one of the effective ways to seek the attention of consumers as well as enhance
4

sales performance e without compensating with quality, the value prices strategy is one of
popular strategy applied by the company to set the price of expensive a product. On the contrary,
Toyota provides range of products to consumers such as Toyota an automotive and Welcab
series that increased the reliability and profitability of the company to ensure that business can be
established positively. In favour to marketing mix strategy, it can be stated that the growing
demand of manufacturing give an opportunity to company to amend different promotional
activities to enhance sustainable development.
Company current marketing performance
Their current marketing’s performance of Toyota is comparatively betters and satisfactory in
increasing fiscal performance of the company. It has been e witnessed that the company is
considered as one of the biggest car selling companies that increase the reliabilities and
sustainable development of the company. There are two Toyota manufacturing plants with about
more than 3000 members including agency that an increased sustainable development of the
company.
● Toyota has about 260 suppliers in the UK
● There are more than 100 car manufacturing companies
● The total consumers of the company have about 10,000 (Toyota.co.uk, 2019)
● There are two Toyota car manufacturing plant
● Toyota invested about 2 million euro in research and development (Voss et al. 2015)
● Toyota uses s social media and TV advertisements as major promotional activities
Conclusion
The marketing strategy and plan is required to consider as one of the effective approach to grab
the attention of consumers that eventually help in enhance sustainable development of the
company. It can clearly say that a company is required to adopt different promotional strategies
to ensure that maximum benefit can be gained. With the help of effective strategies and planning
possible risks can be minimised as far as possible.
● Marketing strategy increased sustainable development of the company
● The pricing strategy of Toyota helps in seeking the attention of consumers
(Curriemotors.co.uk, 2019).
5

● Social media s such as Face book and Twitter is effective promotional strategy
● The political and d social factors are need to consider for sustainable development
● Toyota mostly emphasis on technological advancement and feature loaded car (Blankson
et al. 2015).
● A proper research is required to conduct to ensure that possible risks can be minimised
6

Reference list
Blankson, C. and Stokes, D., 2015. Marketing practices in the UK small business
sector. Marketing Intelligence & Planning, 20(1), pp.49-61.
Curriemotors.co.uk (2019), Marketing strategy, Available From
https://www.curriemotors.co.uk/toyota/ [Accessed on 15 April 2019]
Disney, R., Haskel, J. and Heden, Y., 2018. Entry, exit and establishment survival in UK
manufacturing. The Journal of Industrial Economics, 51(1), pp.91-112.
Grönroos, C., 2017. An applied service marketing theory. European journal of marketing, 16(7),
pp.30-41.
Marketingmix.co.uk (2019), Marketing strategy, Available From https://marketingmix.co.uk
[Accessed on 15 April 2019]
Spring, M. and Dalrymple, J.F., 2018. Product customisation and manufacturing
strategy. International Journal of Operations & Production Management, 20(4), pp.441-467.
Toyota.co.uk (2019), Marketing strategy, Available From https://www.toyota.co.uk [Accessed
on 15 April 2019]
Toyotauk.co.uk (2019), Marketing strategy, Available From https://www.toyotauk.co.uk/toyota-
in-the-uk/supplier-relations.html [Accessed on 15 April 2019]
Vargo, S.L. and Lusch, R.F., 2016. The four service marketing myths: remnants of a goods-
based, manufacturing model. Journal of service research, 6(4), pp.324-335.
Voss, C.A., 2015. Alternative paradigms for manufacturing strategy. International Journal of
Operations & Production Management, 15(4), pp.5-16.
7

8