An Analysis of Toyota RAV4 Marketing and Management Strategies Report

This report analyzes the marketing and management strategies employed by Toyota RAV4, focusing on brand awareness, growth, and image goals. It examines the target market, primarily middle-class income groups and younger consumers, and how the company aims to reach them through innovative marketing strategies. The report emphasizes the importance of digital marketing, social media platforms, and creating emotional connections with consumers. It details objectives, such as increasing brand awareness and sales, and strategies like understanding consumer behavior, organizing events, and offering incentives. The analysis includes a discussion of the RAV4's competitive advantages, such as its design, spaciousness, and user-friendly technology, as well as the importance of adapting marketing tactics to resonate with consumer preferences. The report concludes by highlighting the significance of digital marketing in reaching global markets and the overall success factors related to product design and functionality. It also provides references to relevant research papers and studies.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
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The Competing Product’s strategies and consumer preferences
Objectives
Goals How Measured Year 1 Year 2 Year 3
Brand
awareness
Percentage of the target market that is
aware of the brand
15% 30% 60%
Growth Annual increase in sales ($) 2.5m 4m 7.5m
Image Percentage of the target market that rates
the firm in the industry top quartile for
customer service
10% 25% 50%
Brand Awareness goal and objectives
Toyota RAV4 has cargo space and functionality, with more fashionable external
designing and comfortable control panel. It has advanced off road experience of driving
which is mostly favored by the young generation. It has higher setup of entertainment as well
as infotainment. The car gives better warranty and sustainability for the purchasers. Surveys
have revealed that the car is reliable with spacious interior. It has easier touch screen
infotainment, which helps the drivers to easily understand the technology while driving. Their
global vision is overcoming all the cultural barriers, from one side to the other side of the
world (Cheong, Song & Hu, 2016).
A target market is referred to a group of individuals having similar needs or
characteristics that the company has targeted to achieve. In order to reach 60% of the target
market in three years, the company need to reshuffle its strategies. The target market for the
Toyota RAV4 is the middle class income groups and the junior citizens. The company has a

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particular and specific audience in their minds and they mainly target the young adults. They
have managed to gain the attention of a large proportion of their target markets (Garbelli
2016). They are looking out for more, by enhancing and improving their marketing strategies.
They are targeting the younger audience more as well as the office goers, who requires car
for the purpose of daily transportation. Some even wants to change their existing cars and
upgrade them for better services. Therefore, marketers should advertise their products as per
the consumers’ behavior. The company should try to create an emotional attachment with
their target consumers, in order to gain more profit (Hibino, Noguchi & Plenert, 2017).
Growth goal and objectives
Toyota Group has ten different businesses, which includes automobile, electronics,
construction, chemical industry and more. It consumes electric hybrid or gasoline, attracts
more young generation who loves travelling. The car’s target market is mainly the middle
class income group consumers and the junior citizens, basically young and full of life. Bank
loans are available for the customers who are interested to buy the cars at very affordable
interest rates (Hoque et al., 2013). Innovative marketing strategies undertaken by the
Company can help in attracting the customers. They should promote themselves widely in all
the platforms as well as social media platforms to reach the consumers as fast as possible.
They mainly focus on their safety factors and target the family persons. It has high network
of distribution and efficient sales. The company has its branches in more than 150 countries
across the world (Holbrook, 2015).
In this era of digital marketing, it is important to focus on that particular segment of
marketing, in order to reach the global market. It will prove to be beneficial for any company,
by helping it reach a wide number of customers. It will help in creating brand awareness and
image goals; this in turn will help the company grow. Moreover, it is crucial to understand

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thoroughly, the behavior of the target markets or consumers of the enterprise (Cheong, Song
& Hu, 2016). Understanding the target markets will help the enterprise get an idea of what
exactly their services or products would be and which sort of tactics would work the best.
Whenever, the company launches any new product or service, target customers must be
invited personally, along with their family members. This will make them feel special (Pohl
& Yarime, 2012).
Image goals and objectives
The company should participate in various events and give attention to their
customers’ demands. Based on their marketing strategies, it will create “AWARENESS”
among them. Good techniques of marketing and promotion would “INTEREST” the
consumers. This will create a “DESIRE” of buying the product. Lastly they will actively
perform their “ACTION”, that is, buy that particular product. Therefore, it is important to be
careful while promoting a product. Toyota RAV4 is better than others as it has simple
infotainment services, which is easily understandable. It gives a great driving experience,
with classy interior and elegant look. In this way, it differentiates itself from its competitors
(Hoque et al., 2013).
Strategies
 Understanding the behavior of the consumers play a bigger role in shaping the
strategies.
 The company should promote themselves widely in all the platforms as well as social
media platforms to reach the consumers as fast as possible. Therefore, digital
marketing is important for creating brand recognition.
 The company should organize various events, where they should invite their target
customers personally, to make them feel special.

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 They must look out for innovative strategies to market themselves, in order to
compete with their competitors.
 They should focus more on their services and safety factors, which will attract the
customers.
 They must hire professional employees and public relation officers, who must have
good communication skills in order to convince the buyers.
 The company must announce offers and discounts, keeping the profitability in mind,
to attract the buyers as well as create brand awareness (Pohl & Yarime, 2012).
Conclusion
To conclude, the key success factor of the company is related to the design of their
products. The cars’ exterior as well as interior styling has increased its demand. Moreover,
the cars’ interior space, boot size, innovative and easily understandable technology increased
its selling points along with the increase in its functionality goal. Most of the consumers love
its spaciousness and unique characteristics of driving. Furthermore, with the emergence of the
digital world, it has become very easy to promote or market anything and that too at any
moment. Thus, digital marketing helped the company reach the global or international
platforms and gain abundant attention.

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References
Cheong, T., Song, S. H., & Hu, C. (2016). Strategic Alliance with Competitors in the Electric
Vehicle Market: Tesla Motor’s Case. Mathematical Problems in Engineering, 2016.
Garbelli, M. (2016). Managing Sustainability to Be First: The Toyota Case. In Business
Challenges in the Changing Economic Landscape-Vol. 2 (pp. 41-54). Springer, Cham.
Hibino, S., Noguchi, K., & Plenert, G. (2017). Toyota’s Global Marketing Strategy:
Innovation through Breakthrough Thinking and Kaizen. Taylor & Francis.
Holbrook, M. B. (2015). Creating value: the theory and practice of marketing research.
Hoque, I., Faruque, M. O., Shahid, E. M., Pasha, S. H. A., & Rahman, S. O. (2013). Analysis
of Toyota’s marketing strategy in the UK market.
Pohl, H., & Yarime, M. (2012). Integrating innovation system and management concepts:
The development of electric and hybrid electric vehicles in Japan. Technological
Forecasting and Social Change, 79(8), 1431-1446.