Toyota 2013 Rav4 Marketing Plan

Toyota Malavi Limited

BUSINESS REPORT

Marketing Plan: 2013 Toyota Rav4

Prepared By: Duncan Frank Mabona

0|Page

Table of Contents

1. Executive Summary 2. Situation Analysis

a) b) c) d) e) PESTEL Analysis SWOT Analysis Competitor Analysis Customer Analysis Industry & Company Analysis

Page

2-3 3

3-5 5-6 6-7 8 8-9

3. Marketing Strategy

1) Market Focus a) Marketing Objectives b) Target Market c) Differentiation d) Positioning 2) Marketing Mix a) Product Strategy b) Pricing Strategy c) Promotion Strategy d) Place/ Distribution Strategy e) People f) Process g) Physical Evidence

9

9 9 9-10 10 10 10 11 11 11 12 12 12 13

4. Financial Information

a) Financial Assumption b) Budget and Action Plan c) Sales Projection

13

13 13 13-14

5. Performance Evaluation, Monitoring & Control 6. Conclusion 7. References 8. Appendix

1|P age

14 14 15 16-26

1. Executive Summary

The Toyota brand is among the strongest and fastest growing brands in the world. Its dominance and success mainly comes from quality, durability and reliability of its products and services.

Customer excellence, respect for people and taking challenges with passion are some of the values held by Toyota Malavi Limited (TMAL). These values blended together, they build the trust and sustainable business relationships between TMAL and its customers across Malavi despite turbulent economic times that Malavi is going through and stiff competition from other brands i.e. VW, Kia and Hyundai.

In the dynamic business environment that we operate in, punctuated with rapid marketing trends and numerous customer tastes, a robust marketing strategy is very imperative for 2013 Rav4. The sustainability of business in the motoring industry is becoming very sophisticated every passing day.

The 2013 Rav4 marketing strategy contained herein is a roadmap for TMAL to effectively promote its newly redesigned Rav4. The target audience for the marketing campaign is for managers between the ages of 25 to 45 years old, this...