Toyota Marketing Project

2016 Toyota Camry

Project 1

Nicholas Smith

Kyle Mcmillan

Howell Okere

Chandler Smith

Brick Allen

Shelly Krow

October 23, 2015

EXECUTIVE SUMMARY

Toyota Motor Corporation, a Japanese company is the leading auto manufacturer and the eighth largest company in the world. Our companies annual revenue is $213 billion and we employ over 333,498 workers that engage in the design, manufacture, assembly, and sale of passenger cars, minivans, commercial vehicles, and related parts and accessories. Our headquarters are primarily in Japan, North America, Europe, Africa and Asia. Currently our latest brand is the new 2016 Toyota Camry with a Smooth hybrid system, strong A/C system/blower -voice-guided GPS -XM stereo, and great acceleration when needed. The goal and standard of our corporation is its ability to produce automobiles of great quality at best prices, thereby providing a value to customers.

CONSUMER INSIGHTS

1. Do you or have you ever owned or driven a Toyota Camry? Do any of your family members own a Camry? Have you ever considered purchasing a Toyota Camry?

Out of the individuals interviewed 36% had either owned or driven a Toyota Camry at some time in their life. There was also 29% who had a family member who currently owns a Toyota Camry. We had a total of five who had considered purchasing a Toyota Camry.

2. What or who influences the decision of which brand of car to purchase?

The biggest influence that was expressed was price. While other influencing factors were expressed that include style, safety and reliability, price was the prevailing factor. Only two consumers spoke of an individual that influenced their decision in buying a vehicle and it was always a parent that played a role in the purchase of a vehicle.

3. What are the most important factors considered when choosing between car companies?

Once again, price is a heavy indicator, but other factors were represented. Several spoke of the perception of the brand and...