Toyota Motor Corporation : Market Analysis

Toyota has hit the headlines over the years over the defects in several of their models which has sent it on a public relations and safety campaigns relating to its vehicles. Notably is the Toyota safety campaign in North America for certain models of Toyota as well as Lexus brands concerning the floor mat entrapment of accelerator pedals, later on it extended to other models in November 2009.

For my project I have chosen a Toyota Motor Corporation (TMC) – an international automobile manufacturer. In addition, Toyota provides retail and wholesale financing, retail leasing and certain other financial services primarily to its dealers and their customers related to vehicles manufactured by Toyota. The major portions of Toyota 's operations on a worldwide basis are derived from the Automotive and Financial Services business segments. The Company also has an All Other segment, which includes its non-automotive business activities. The most significant of Toyota 's other operations are its information technology (IT)-related businesses and pre-fabricated housing.

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For more than 50 years, Toyota Motor Corporation has been one of the world’s leading manufacturers of motor vehicles in the United States. It was born a Japanese company in 1935 and came to America in 1957. Now headquartered in Toyota City, Japan, it employs more than 300 thousand employees globally (Toyota Motor Corporation Company Profile, 2012). In addition Toyota is a global marketing organization. It strategically operates primarily through Japan, Asia, Europe, and North America; but its vehicles are sold in more than 170 countries and regions across the globe (Toyota Motor Corporation Company Profile, 2012). The Toyota brand is traditionally defined by brand attributes such as global leadership, innovation,

Toyota is a leading company, and for over 70 years. It has been expanding business all over the world and

Toyota is a global multinational corporation headquartered in Japan. By revenue, it is the second largest automaker in the world after Volkswagen and the ninth largest corporation overall. Though primarily an auto company, it includes minor segments in financial services and other industries. The corporation sells vehicles in over 190 countries with more than 50 manufacturing plants in over 30 countries – half of which are in Japan.

From the mentioned above, First the company need to have a good image that it make the customer trust or believe that their company have a good product and make them awareness in company. Second when people or customer trust that the company have a good image or make a good things such as, service after payment, less of bad reputation and etc. it will become brand loyalty and it's very important for the business because they will know how many customer come to buy their product and how many people are interested their brand. In addition, it will make repeat purchasing because the customers have their mind already that Toyota company provides goods and services for

Toyota seeks to attract a new type of consumer with the Matrix, one whoembodies a trendy, youthful edge, but also insists upon practicality andreliability. Using PRIZM®, Velocity Communications segmented the targetaudience into four components: Motivated Students, Aspiring Singles,ActiveIntellectuals and Domestic Achievers. This enabled us to dig deep into thetarget market’s motivations and habits and allowed us to develop an effectiveplan that truly speaks to our intended target markets.The members of the target audience are going places.They are 20–30 year olds who welcome the qualityand dependability that Toyota promises to bring totheir changing lives. They have expressed an interestin the cross-over utility market because such vehicles will accommodate their active lifestyles at anaffordable price. This youthful market is highlyeducated and thinks both critically and progressively.Like the Matrix, these young men and women are practical, innovative and prepared for the road

Toyota Motor Corporation is a company that started in its early years with humble beginnings. However, over the past 20 years or so Toyota implemented a business strategy that has marched it to the top tier of automakers around the world (Raman). Year after year, research firms have regularly posted Toyota in the upper echelon for reliability, durability, and quality (Raman). Toyota is renowned for its attention to detail, safety, and innovation for the future of automobiles. Their business model reflects this along with their obvious success over the years. Toyota Motor Corporation has become a company that other organizations should look to model themselves after in order to achieve success (Raman). Although currently a booming corporation, Toyota started out with modest beginnings.

In 2009 Toyota Motors (TM) posted a net loss of $4.6 billion ("Market watch," 2014). From 2009 to 2011 Toyota encountered a number of factors contributing to their economic downturn. It began with recalling millions of vehicles, for quality related problems, followed by natural disasters hitting northeastern Japan. These disasters wiped out Toyota’s production capabilities (Tabuchi & Vlasic, 2014). While these events were occurring, the cloud of the 2008 global financial crisis was still being felt. This crisis weakened demand in the automotive industry. This weakened demand increased the competitive landscape for all automotive manufactures. This drove down automotive prices and effectively contribution margins (i.e. sold less

We will start the external analysis with the PESTEL analysis of the automotive sector followed by the Porter’s five forces analysis and we will end by having a look at the key competitors and competitor pricing.

Toyota is a key player in global automotive market. Its structure constitutes if various production plants in different locations and a very strong branding which helps it capture a major market share. Like other enterprises, Toyota has several strengths and weakness which makes it what it is now. Toyota heavily invests in Research and development which helps it come up reputable product line which is spread out throughout the world because of its strengthening global distribution network however its recent product recalling, loose grip in key geographic areas and wrong allocation of resources shows that even a strong brand like Toyota has its weaknesses.

Toyota can strengthen their leadership by developing more environmentally friendly technologies. Volkswagen 's emission scandal encouraged the demise of diesel, opening up lucrative industries in methane, hydrogen and electricity powered vehicles (The

To shed light on Toyota’s product and brand strategy we will first discuss how their product fits into these categories.

HToyota is a company with excellent strategic management and has since the last two decades rise to a level of dominance in the auto-motive industry. Toyota is headquartered in Tokyo, Japan and is the largest producers of automobile in Japan as well as the second largest in the world. Toyota has aimed in produce similar quality products as its competitors but at a lower cost which has been the basis of its strategy. Theories of strategies are continuously utilized by Toyota, which has lead the company to be the cost and strategy leader it is today. Strategy can be defined as, long term direction and scope of an organization in order to gain a competitive advantage. As such is ca be said that Toyota is operating with strategy at the core of the business which has helped the business to realize a competitive advantage in the industry. There are many theories of strategy utilized in the operation of Toyota such as Resource based theory, behavioural role theory as well as human capital theory.