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A Group Project about:

TOYOTA Done by:

Eman Mohammed

200803879

Maryam Ali

200721333

Noof Abdulla

200980420

Shaikha Ozair

200721101

Shamma Abdulla

200705489

Created by: Shamma Al Falasi


Outline: • Executive Summary • Current Marketing Strategy • SWOT Analysis Situation • Objectives and Issues • Marketing Strategy • Controls • Marketing Plan Tools


Executive Summary • What is Toyota ? • Vision • Message • Objective


Current Marketing Strategy Comparing similar car shape (Toyota: sequoia, Nissan: pathfinder, Mazda: Tribute, Mitsubishi: Endeavor, Ford: Expedition)


Competitive Review • Nissan: the legacy of the Middle East. • Mazda : the production of the company stated to boost in 1935, in the end of WWII Mazda loaned part of the headquarters buildings to Hiroshima prefecture. • Mitsubishi : Mitsubishi was founded in 1870 to spinning off from the automotive division of Mitsubishi Heavy Industries in 1970, and developments right up to the present day. • Ford: As a company, they deal with selective customers who demand the best. The company provide in addition pleasure and satisfaction to their owners.


Sales by region:

Sales by Region: Region North America Latin America Europe Africa Asia Oceania Middle East Overseas total Japan Worldwide total

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

1,869.0 1,908.9 2,031.3 2,230.3 2,436.1 2,738.3 2,822.2 2,441.8 1,975.4 1,935.5 132.0

128.8

162.1

214.9

270.5

339.4

370.2

293.6

342.1

672.3

764.8

851.5

946.9

995.2 1,124.1 1,238.6 1,119.5

886.0

785.8

126.5

139.8

160.6

206.7

227.2

201.4

197.6

380.3

493.4

682.4

846.3 1,062.9 1,106.7 1,329.6 1,438.6 1,533.9 1,895.9

162.2

182.2

215.1

232.8

236.9

250.3

275.9

277.7

231.2

249.6

204.3

220.3

251.4

270.9

325.3

404.8

482.7

590.1

482.5

532.0

265.7

379.4 313.5

288.1

3,546.7 3,838.3 4,354.5 4,948.8 5,554.1 6,229.3 6,841.9 6,526.1 5,604.0 5,961.1 1,715.2 1,680.5 1,715.9 1,758.8 1,713.1 1,692.3 1,587.3 1,470.0 1,375.5 1,566.1 5,261.9 5,518.8 6,070.4 6,707.6 7,267.3 7,921.6 8,429.3 7,996.1 6,979.6 7,527.3


Channels and Logistics Review: • Product are distributed throughout network and special show rooms • Connect through Toyota company directly • Online retailer


SWOT Analysis Situation


STRENGTHS: • Product segmentation. Appropriate mix of products for the automobile market. • Diversified products. Reached 2nd place. • High quality. Total Quality Management. • Affordability. 9.2% rise in sales on Camry and Corolla. • Production system. Well trained workforce.


WEAKNESSES: • Product recalls.


OPPORTUNITIES: • Urban youth’ market targeting. “Aygo” a convertible and “DJ culture” car. • Environmental and energy-related issues. “Monozukuri” in 2020. • Competitiveness against UAE rival. Al Futtaim Training centre opened up UAE’s first Toyota business simulations


THREATS: • Less income • Recalls. • Rise in prices of oil and raw materials. • 2009 Financial crisis. • Currency swings • Expensive fixed and variable costs • Changing demographics


Objectives and Issues Objectives: • Usually objectives last around 3 years from 2010-2012. • Take sales from 2010 & increase it by 20% the following year. Issues: • Damage to Toyota’s brand image via media/competitors or various accidents linked to the vehicle. • Changes in the economic conditions • Great East Japan Earthquake effected production & sales


Marketing Strategy


Positioning: • Designed for the future & to constantly be innovative. • Enrich lives in the most safe and responsible manner. • Current commitment to quality & manufacturing of environmentally friendly vehicles. • Respect the planet


Pricing Strategy: • Price covers the whole board. • From 62,000AED (Camry)– 346,800AED (Lexus LX 570). • Appeal to diverse markets and future generations


Distribution Strategy: • Toyota had production bases in 26 overseas countries. • Vehicle sales network spanning approximately 170 countries and regions. • UAE sole distributor is Al-Futtaim Motors. • All 7 Emirates, In Dubai: 17 showrooms and several workshops. • Main highways such as “Shk Zayed RD”, “Dubai Festival City”


Product Strategy: “Making the vehicles ordered by customers in the quickest and most efficient way, in order to deliver the vehicles as quickly as possible.“ (Toyota motor company, 2011).


Marketing Communication Strategy: • Not just basic media such as TV/Radio. • Branching out into Facebook, Twitter, Youtube to connect to future generations & current youth. • Iphone apps, Facebook Applications.


Marketing Research • Using Research Tools. to know the specific features and benefits that the targeted audience value. • Distributing Surveys and organizing focus groups. Which helps to develop more satisfying segments.


Controls • Recalls • Management should keep an eye on their TQM procedures in order to completely eliminate faults.


Marketing Plan Tools Short video: http://www.youtube.com/watch?v=dfaMMRJI-f0


References: Al-Futtaim motors. (2011). Toyota uae. Retrieved from http://www.toyota.ae/ Azim, K. (2011, December 7). Interview by MASM Mohammed [Personal Interview]. Toyota. Automotive, Dubai, United Arab Emirates. Business / Automotives: Al Futtaim motors offers low down payment for Toyota cars. (2011). Gulf news. Retrieved on November 20, 2011 from : http://gulfnews.com/business/automotives/alfuttaim-motors-offers-low-down-payment-for-toyota-cars-1.845621 Toyota motor company. (2005, March 31). Toyota annual report. Retrieved from http://www.toyota-global.com/investors/ir_library/annual/pdf/2005/pdf/ar05_e.pdf Toyota motor company. (2011). Cautionary statement. Retrieved from http://www.toyotaglobal.com/investors/cautionary/ Toyota Motor Corporation. (2011). Financial results. Retrieved November 22, 2011, from:http://www.toyotaglobal.com/company/profile/overview/in_the_world/pdf/regional_sales_en_V2.pdf

TOYOTA  

A company analysis project