Strategic Marketing Management

1. Based on Subaru and Toyota’s Websites, both corporate companies offer a variety of vehicles to target each marketing segment based on consumer demand, but one company offers a larger range than the other.

Subaru and Toyota have researched each marketing segment and provided vehicles for each category. The main segments are family, off road/SUV, sports and small car/economical but Toyota has also added utility vehicles to their target market.

Both Subaru and Toyota have so many brands because they are involved in an intense market which offers such a large variety in vehicles, which are driven by consumer demand. They both offer the same market of vehicles so they must compete with one another to obtain a larger market share, for example, Subaru endowers a high functionality standard over its competitors.

2. Subaru and Toyota have targeted multiple segments within in the Australian market. With their large variety of vehicles, they have chosen to cover all segments categorised according to consumer demands.

In the car manufacturing business, customers may have similar needs but not all of them seek the same product or services to satisfy their own needs. Customers who buy the same product may be influenced by certain needs and or benefits that product delivers. This is why car brands like Subaru and Toyota develop multiple vehicles to cover many marketing segments that will satisfy the consumers and to cover most of the market.

For example, a family man with a wife and two children will be looking for a car to accommodate a family of four. So this rules out a small car, utility and sports car. Now Subaru and Toyota have analysed and measured the marketing opportunities and have developed their own brand to suit family needs. Based on Subaru and Toyota, the family will have a choice from the Forester X and RAV4 CV.

3. Corporate brands such as Subaru and Toyota benefit substantially when taking part in racing car events such as rallying...