mm rpk 2 toyota

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GUMBA

-2nd

sem

Marketing ManagementAssignment

Submitted By Sulakshana

Rajkhowa (Roll No 48)

Submitted to-Rinalini P KakatiM.B.A. (GAU) PH.D. (GAU)

[THE MARKETING APPROACH

OF TOYOTA]A study of the company history and various business strategies of Toyota including the product line and

4ps.
http://www.gauhati.ac.in/business_administration/staff/index.htmhttp://www.gauhati.ac.in/business_administration/staff/index.htmhttp://www.gauhati.ac.in/business_administration/staff/index.htm


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Marketing Management Assignment A Marketing Approach Of Toyota

Sulakshana Rajkhowa-Roll No-48 Page 1

Contents

Preamble Introduction to Toyota Motors --------------------------------------- 2

Preamble Introduction to product Market Area-------------------------------- 4

Marketing imperatives and marketing principles----------------------------------6

Market Structure Analysis-------------------------------------------------------------- 7

Swot Analysis----------------------------------------------------------------------------- 8

Select Segmentation Dimensions and Form Groups----------------------------- 9

Final Set of Market Segments In addition to the previously identified

consumer segments ------------------------------------------------------------------- 10

Implications for Implementing Action Programs (4Ps) --------------------------13

Selling Organization-----------------------------------------------------------------------14

Sales force processes---------------------------------------------------------------------15

Firms Current Distribution System---------------------------------------------------16

Pricing Strategy----------------------------------------------------------------------------17

Product Line--------------------------------------------------------------------------------18


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Preamble: Introduction to Product/Market area

A plug-in hybrid electric vehicle (PHEV) is a hybrid vehicle with batteries that can be recharged by

connecting a plug to an electrical power source.

Plug-in hybrids have characteristics of both conventional hybrid electric vehicles and of battery electric

vehicles. PHEVs can also be commercial passenger vans, utility trucks, school buses, scooters, and

military vehicles. PHEVs are sometimes called grid-connected hybrids, gas-optional hybrids or GO-HEVs.

As of 2007, the cost for electricity to power plug-in hybrids during all-electric operation in California has

been estimated as less than one fourth the cost of gasoline. In comparison to conventional vehicles,

PHEVs can help reduce air pollution and dependence on petroleum, and lessen greenhouse gas

emissions that cause global warming. Plug-in hybrids use no fossil fuel during their all-electric range if

their batteries are charged from renewable energy sources. Other benefits include improved national

energy security, fewer fill-ups at the filling station, the convenience of home recharging, opportunities

to provide emergency backup power in the home, and vehicle to grid applications. Toyota has said itplans to migrate to lithium-ion batteries in future hybrid models, but not in the next-generation Prius,

expected in fall 2008. Lithium-ion batteries are expected to significantly improve fuel economy, and

have a lower weight-to-energy ratio, but cost more to produce, and face safety concerns due to high

operating temperatures. On November 29, 2006 GM announced plans to introduce a production plug-in

hybrid version of Saturn's Greenline Vue SUV with an all-electric range of 10 mi (16 km. The model's sale

is anticipated by fall 2009, and GM announced in January, 2007 that contracts had been awarded to two

companies to design and test lithium-ion batteries for the vehicle. GM has said that they plan on

introducing plug-in and other hybrids "for the next several years." In January 2007, GM unveiled the

Chevrolet Volt, which is expected to

initially feature a plug-in capable,

battery-dominant series hybrid

architecture which they are calling E-

Flex. Future E-Flex plug-in hybrid

vehicles may use gasoline, diesel, or

hydrogen fuel cell power to supplement

the vehicle's battery. General Motors

envisions an eventual progression of E-

Flex vehicles from plug-in hybrids to

pure electric vehicles, as battery

technology improves. General Motors

presented the Volt as a PHEV-40 that starts its engine when 40% of the battery charge remains, and

which can achieve a fuel economy of 50 mpgU.S. (4.7 L/100 km / 60.1 mpgimp), even if the vehicle is

not plugged in. PHEVs typically require deeper battery charging and discharging cycles than conventional

hybrids. Because the number of full cycles influences battery lifetime, battery life may be less than in

traditional HEVs which do not deplete their batteries as deeply. However, some authors argue that

PHEVs will soon become standard in the automobile industry. Design issues and trade-offs concerning


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battery life, capacity, heat dissipation, weight, costs, and safety need to be solved. Advanced battery

technology is under development, promising greater energy densities by both mass and volume, and

battery life expectancy is expected to increase. Interest in plug-in hybrids increased in 2006 to such a

level that the architecture was included as an area of research in President George W. Bush's advanced

energy initiative and mentioned in his 2007 State of the Union Address. After hearing an explanation of

PHEVs, 49% of consumers surveyed in 2006 said they would consider purchasing one. That is about the

same level of interest as standard hybrid technology.


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Marketing imperatives and marketing principles


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Market Structure Analysis


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SWOT Analysis


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Select Segmentation Dimensions and Form Groups


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Laggers

This is the higher income majority late majority. They follow the Pioneers and Kermits. Substantial value

must be demonstrated to get them to move earlier.

Lizards

This is the lower income majority/late majority. They are very similar to Kermits but have not committed

to hybrids of any kind yet.

Showboats

Showboats follow trends and like to be admired. They are influenced by celebrity and popular culture.

Showboats care more that others view them as environmentally conscious than about actually being so.

Wannabes

Similar to the Showboats but with less money. The financials will be much more important to this

segment.

The Affluentials


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Luxury consumers primarily concerned with the good things in life. Environmental image may outweigh

actual environmental benefits in this segment.

Hard-Working Joes

These are consumers whose vehicle needs outweigh environmental concerns. They demand high

performance on features such as torque and hauling capacity.

The Simpsons

Lower and possibly fixed income households, the Simpsons are primarily motivated by financial

concerns.


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Final Set of Market Segments In addition to the

previously identified consumer segments

1. Kermits

2. Pioneers

3. Opportunists

4. Lizards

5. Laggers

6. Wannabes

7. Showboat

8. The Simpsons

9. Hard-working Joes

10.The Affluentials

11.Fleet (not a consumer segment)

Fleet represents companies who purchase large numbers of vehicles for use in their operations.

The Fleet segment includes rental car companies. Reducing operating costs is critical to these

companies. They also gain some value from reducing their environmental footprint.


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Implications for Implementing Action Programs (4Ps)


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Selling Organization


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Sales force processes


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Firms Current Distribution System


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Pricing Strategy


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Product Line

Cars & Minivans

Crossovers & SUVs

Trucks

Documents

mm rpk 2 toyota