Reatil Case Study

8/3/2019 Reatil Case Study

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ASSIGNMENT (2)

Retail Management

(CASE STUDY)

Submitted by:

GAMALONG, Cheslyn S.

MM09205

Submitted to:

Sir Rhomy Nuqui

Professor



BACKGROUND:

Since time in memorial, Toyota was already a household brand in the people's car market having

a good number of loyal customers and a product with good quality; it captures the market leader

for cars. Until Honda launch their car in the market having new designs. They were able to drive

the market in a great percentage of brand shifters. Now Honda is the number 1 car dealer in thePhilippines replacing the market leader.

QUESTIONS and ANSWERS:

1. What make Toyota a loser in terms of brand image?

y 2009-2010 Corolla Problems.

Does not meet the standard requirements.

T he accelerator pedal become hard to depress, slow to return to idle and

mechanically in a partially depressed position.

Adamaged

A- pillar trim panel retention clip may allow the trim panel to

come loose and injure an occupant in the event of crash.

*These are just some problems that made Toyota a loser in terms of brand image. Even the new

designs of like Toyota Camry and Toyota Altis was launched, Toyota didn¶t revive the standing

of their product in the market place.

y Former Toyota lawyer.

Alleging that T oyota had been involved in ³a calculated conspiracy to

prevent the disclosure of damaging evidence.´

*The damage is now severe, especially given that the U.S. Congress has decided to holdhearings.

2. What would you propose as a future strategy for Toyota in the current situation?

y If Toyota want to stay on top should adopt a backrest and green marketing strategy

against its main competitors such as Honda and Suzuki as it is adopted in the U.S.

market against Ford and General Motors.

y Toyota should provide the good driving system and long durability in the car for the

customers and consider the interior design and decoration of a car.

y Toyota must beware of vanity or arrogance, pleasure on March to become country¶s best selling car.

y Toyota establishes supply chain management systems. In particular, rethinking of

logistics and lead-time improvements are essential.

y Toyota should improve its innovative featuring capability and it should also try to

overcome its styling deficiencies.



y Toyota is going to concentrate on its cost-saving strategy Value Innovation (VI) in

order to cope with the economic recessionary pressure in other country.

3. How would you maintain and increase loyalty for customer Toyota cars?

y Thank customers for doing business with you.

T he value of the product or service will determine what is appropriate.

y Stay in contact with existing and past clients on a consistent basis.

B y not forgetting them, they won¶t forget you.

y Give the customer more than they expect.

Delivering more than they expect is one of the most powerful ways to gain

customer loyalty.

y Listen.

T ake time to truly listen to what your customers say.y Pay attention to the obvious.

U se please and thank you.

y Make realistic promises

( and) Be consistent.

y Share information.

Always look for ways to help customers learn.

y Give referrals to clients.

S end business back to client whenever possible, and let them know you are

doing it.

y Explain how things work.

I f you sell a product, show how to use it.

y Have fun!

Really enjoy your customers, develop relationships, and look upon them as

your extended family ( your customers).

4. What positioning you will do to make Toyota a choice of quality by car buyers?

y The first positioning that I will do to make Toyota a choice of quality by car buyers isthe Brand Positioning. Effective Brand Positioning is contingent upon identifying

and communicating a brand's uniqueness, differentiation and verifiable value, to

accomplish doing the brand positioning, I need to:

Identify the business's direct competition. This could include players that offer your

product/service among a larger portfolio of solutions.



Understand how each competitor is positioning their business today.

Document the provider's own positioning as it exists today.

Compare the company's positioning to its competitors' to identify viable areas for

differentiation.

Develop a distinctive, differentiating and value-based brand positioning statement,

key messages and customer value propositions.

y The second positioning that I will do to make Toyota a choice of quality by car

buyers is the Product Positioning. Product positioning is a marketing technique

intended to present products in the best possible light to different target audiences, to

accomplish doing the product positioning, I need to:

Define the market in which the product or brand will compete. (Who are the relevant

buyers?)

Identify the attributes (also called dimensions) that define the product 'space'.

Collect information from a sample of customers about their perceptions of each

product on the relevant attributes.

Determine each product's share of mind/ brand association.

Determine each product's current location in the product space.

Determine the target market's preferred combination of attributes (referred to as

an ideal vector ).

P.S.:

Few years back, Toyota launch Altis and Camry high and car edition car to revive each prestige

in the market but still Toyota is a follower of Honda.

CONCLUSION:

We can say that Toyota did great, but there are things that they must learn to get them

back where they belong. They did mistakes, so they are obliged to settle it to the point that they

can make up with their errors, so that the market will accept them again and assure not to dowhatever awful things happened before.



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Reatil Case Study