Marketing Plan - Toyota

5186 Words21 Pages
Marketing Plan Toyota Motor Corporation ME.WE Customisable Car Concept Marketing Management MKT5000 Semester 2/2013 Word count: 2,187 Marketing Plan Toyota Motor Corporation ME.WE Customisable Car Concept Marketing Management MKT5000 Semester 2/2013 Word count: 2,187 Overview Toyota Motor Corporation (Toyota) known for designing and manufacturing high quality, reliable vehicles are expanding their operations to introduce the newest edition to their fleet of environmentally friendly automobiles, the ‘ME.WE Customisable Car Concept’ (ME.WE Car). The launch of the vehicle has been selected to take place in Europe. The ME.WE Car has been designed with the consumer in mind; focusing on the individuals needs through its unique design and style. The Marketing Audit for the ME.WE Car presented in Assignment One (refer Appendix 1) provides an in-depth examination of the internal and external environment in relation to the recommended differentiation marketing strategy. Evaluation of the microenvironment showed that changes to Government legislation and regulations pose a risk to Toyota’s manufacturing and production line, while there is also deep concern for the European recession upsetting vehicle sales; these threats will have an effect on sales performance and the marketing mix. Furthermore, although in the past Toyota have consistently prospered from the high demand for quality motor vehicles, sales are exposed to serious threat from competitors, fluctuating exchange rates and the push from Governments for the community to use public transport. The identified target market for the ME.WE Car was highlighted as the lower/medium passenger car segment and classified as a high price, low volume product. The marketing strategy will be based on positioning the ME.WE Car through differentiation of the vehicle and Toyota brand, while

More about Marketing Plan - Toyota

Open Document