Avanza Marketing Comprehensive

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1. Background Toyota Avanza is a mini MPV designed and manufactured in Indonesia by Daihatsu. Daihatsu supplies this vehicle not only to Daihatsu itself but also to Toyota under a consigned production and OEM manufacturing agreement. They market this vehicle under the name “Xenia” (Daihatsu) and “Avanza” (Toyota). Although they share the same type of vehicle, the two car manufacturers still own good portions of the market share. Further analysis of this phenomenon is explained in the competitor section of the report. The name “Avanza” itself was derived from the Italian word Avazanto, which means advance. Toyota Avanza is a new model developed as an entry-level MPV (4v2 low class). Its predecessor was the Toyota Kijang, whose model has since been split to 2 different models (the other being the larger, more expensive Toyota Innova) to expand Toyota’s reach in the MPV sector. Avanza S-Type which comes with the VVT-i machine was launched at the end of 2004. The launch itself was a market test, which was a part of a development plan for the Avanza-Xenia VVT-I and automatic edition. The edition also includes the automatic transmission type. Only 200 unit of Avanza S-type was produced. The end of 2006 marked the launch of the new Avanza-Xenia, which came with a change in design, accessories and an improvement in the performance using the latest technology in the machine, the VVT-i. This technology became a standard for every Avanza’s model. The new S-Type (1.5 S VVT-i) was also introduced in the same year. The model comes with a better 1500cc VVT-I, rear parking sensor, ABS, a 15” aluminium rim and 2 options of transmission (Manual and Automatic). The machine also has a similar specification to that of Toyota Rush. Below is the motive why customers choose the 4 v 2 Low class for cars. 2. Segmentation, Targeting and Positioning Segmentation Gender: Male,

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