Toyota - International Marketing

1. Executive Summary

1. Executive Summary of the marketing report.

Founded in 1937, Toyota Motor Corporation a multinational company with its headquarters based in Japan and is a global leader in car manufacturing with scores of factories in dozen of countries.

Although Toyota has had to face with many competitors in this lucrative market, Toyota still maintains large amount of loyalty customers by the commitments of providing good quality products with reasonable price. Customers’ respects are gained by Toyota’s commitment of providing tangible quality of financial portfolio as well as effective management and dedicated workers.

This report is an attempt to give an insight into what Toyota is facing in automotive industry and to suggest some marketing action that Toyota can use to achieve its global vision specifically in Australia market.

2. Introduction to the company

From 1937, Toyota has engaged in the design, manufacture, assembly, and sale of passenger cars, minivans, commercial vehicles, and related parts and accessories primarily in Japan, North Americal, Europe and Asia. Current Toyota’s brands include Toyota, Lexus (the luxury brand, Daihatsu and Hino. As of December 2013, Toyota’s annual revenue was $317.16 bilion and employed 333,498 full time employees, meaning a rising of over $100 billion comparing to 2012. These figures show that the manufacturing market is a lucrative market.

As of September 2012, Toyota is in most crowed cities in the world including Australia. Its global market is depicted in the picture below:

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Figure 1. Toyota’s presence in emerging markets (Toyota Annual Report, 2012)

3. Introduction to the marketing plan

This report determines several problems and issues, that Toyota needs to address at the moment, and recommends appropriate strategies to support Toyota to overcome when doing global businesses. This plan also sets up the objectives and vision of Toyota for the potential markets to direct correctly Toyota...