Semester-Long Marketing Plan Project: Toyota RAV4 Competitive Analysis

This report provides a comprehensive marketing plan for the Toyota RAV4, focusing on the Australian market. It begins by examining how consumers learn about new products, highlighting the use of both brick-and-mortar and digital channels, including in-store browsing, word-of-mouth, and online search engines. The plan details the importance of digital marketing and the use of social media campaigns, test and trial methods, and traditional marketing like print magazines for brand positioning. The report then identifies the target adopters for the RAV4, including early adopters, early majority, and late majority, outlining the estimated time for sales initiation. A competitive environment analysis is also provided, emphasizing the SUV market's competitive nature and the RAV4's main rivals, such as Mazda CX-5 and Honda CR-V. The analysis includes the application of Porter's Five Forces and SWOT analysis for environmental scanning to understand the market dynamics and inform marketing strategy. The document is a part of a group assignment for HI5004 Marketing Management.

Marketing Plan
Vishal

Ways of learning about new products
The company uses brick and mortar sources and digital channels to create the
awareness of the new products in which the consumers uses in-store-browsing to
get the information about the new products and also gets the knowledge about the
new products from word-of-mouth referral from friends, families and colleagues. It is
analysed that 47% of the millennials uses the search engine to get the latest update
and analyse the reviews of the experienced customers (Nylen and Holmstrom,
2015).
Digital marketing channels are considered as the main source for engaging the
customers. The marketer’s applies online and offline mediums to create the smooth
journey of the products. It designs effective social media campaigns and uses test
and trial method to make the customer aware about the features of the products.
Toyota also focuses on promoting the brand through the print magazines and
newspapers that helps in developing brand positioning in the minds of the customers
and gain the trust of customers (Vezzoli et al, 2017).
Adopters for Toyota RAV4
The main focus of Toyota RAV4 is to target the early adopters for whom the
company will describe the features of the product and will showcase the utility. It will
help in enhancing the customer value and will also save the reputation of the
adopters by delivering the premium product with high class features. Then the
product will target early majority who made the decisions based upon utility and
coolness of the product. It will include youngsters who demands for hybrid versions
and has created the image as rough and cool for adventurous consumers. The last
will be late majority because these consumers make the purchase decisions in the
longer time after analysis the whole business environment and responses from
customer experience. The estimated time for initiation of sales will be approximately
one year (Reinhardt and Gurtner, 2015).