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MINI CASE ANALYSIS ON
TOYOTA
ABOUT THE
COMPANY
• Multinational automobile manufacturer headquartered
in Japan.
• Second largest automobile manufacturer behind
Volkswagen group.
• Market leader in sales of hybrid electric cars (Prius family)
Global Presence
PRODUCT
DIFFERENTIATION
• Customization
• Reliability and
features
MARKET
SEGMENTATION
• Demographic- related to
age, gender, nationality
etc.
• Psychographic – related to
life-style, social class,
personal values etc.
MARKET
PLANNING
1. PLACE
• Robust chain of dealerships and
retailers across the globe
• Dealership = maximize sales
Retailers = additional support
2. PRODUCT
• Company has separate ranges for
variety of vehicles
• Lexus automobiles are luxury
products from the company.
• Welcab series is modified for the
elderly and people with disabilities
3. PRICE
• A) Market oriented – based on
market competitors and conditions
• B) Value based – based on actual &
perceived value of any product e.g.
luxury cars
4. PROMOTION
• A) Personal selling through dealerships
• B) Advertisement by TV, newspaper,
billboards
• C) Public relation programs to promote
social cause like TogetherGreen
program
• D) Direct selling for corporate clients.
MANUFACTURING
• Integration of assembly plants to a single giant network so as to
customize cars for local markets and satisfy surges in demand from
markets worldwide
• Manufacturing Multiple models at same time -> increase in
productivity
HYBRID CARS
• Pioneered by Toyota Prius –first mass
produced hybrid vehicle
• Uses both battery powered and fuel engine
• Use of regenerative braking to store
electrical energy.
• More than 12 million hybrid vehicles sold till
now
• Use of blockchain technology in car Industry
Q1
• Toyota has built a huge
manufacturing company that
can produce millions of cars
each year for a wide variety of
consumers. Why was it able to
grow so much bigger than any
other auto manufacturer?
• Toyota has been a good observer and deliver according to the needs
of different segments of target population. They have vast variety of
product to choose from. It includes subcompacts, luxury, SUV, trucks,
minivans etc.
• Manufacturing productivity increased due to multiple models
assembly at same time. Also mass communication played a pivotal
role for promotion.
Q2
• Has Toyota done the
right thing by
manufacturing a car
brand for everyone?
Why or why not?
• Yes, I think it is a right decision to produce for everyone because:-
• Customer get a variety of products to choose from as well as mixed
product price range to cut through competition
• This also leads to division of market segment so that company can
cater to segment needs
SUMMARY
DISCLAIMER
• Created by Shubhayu Khedia, The LNMIIT Jaipur, during a marketing
internship by Prof. Sameer Mathur, IIM-Lucknow.

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Toyota mini case analysis

  • 1. MINI CASE ANALYSIS ON TOYOTA
  • 2. ABOUT THE COMPANY • Multinational automobile manufacturer headquartered in Japan. • Second largest automobile manufacturer behind Volkswagen group. • Market leader in sales of hybrid electric cars (Prius family)
  • 4.
  • 6. MARKET SEGMENTATION • Demographic- related to age, gender, nationality etc. • Psychographic – related to life-style, social class, personal values etc.
  • 8. 1. PLACE • Robust chain of dealerships and retailers across the globe • Dealership = maximize sales Retailers = additional support
  • 9. 2. PRODUCT • Company has separate ranges for variety of vehicles • Lexus automobiles are luxury products from the company. • Welcab series is modified for the elderly and people with disabilities
  • 10. 3. PRICE • A) Market oriented – based on market competitors and conditions • B) Value based – based on actual & perceived value of any product e.g. luxury cars
  • 11. 4. PROMOTION • A) Personal selling through dealerships • B) Advertisement by TV, newspaper, billboards • C) Public relation programs to promote social cause like TogetherGreen program • D) Direct selling for corporate clients.
  • 13. • Integration of assembly plants to a single giant network so as to customize cars for local markets and satisfy surges in demand from markets worldwide • Manufacturing Multiple models at same time -> increase in productivity
  • 15. • Pioneered by Toyota Prius –first mass produced hybrid vehicle • Uses both battery powered and fuel engine • Use of regenerative braking to store electrical energy. • More than 12 million hybrid vehicles sold till now • Use of blockchain technology in car Industry
  • 16. Q1 • Toyota has built a huge manufacturing company that can produce millions of cars each year for a wide variety of consumers. Why was it able to grow so much bigger than any other auto manufacturer?
  • 17. • Toyota has been a good observer and deliver according to the needs of different segments of target population. They have vast variety of product to choose from. It includes subcompacts, luxury, SUV, trucks, minivans etc. • Manufacturing productivity increased due to multiple models assembly at same time. Also mass communication played a pivotal role for promotion.
  • 18. Q2 • Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not?
  • 19. • Yes, I think it is a right decision to produce for everyone because:- • Customer get a variety of products to choose from as well as mixed product price range to cut through competition • This also leads to division of market segment so that company can cater to segment needs
  • 21. DISCLAIMER • Created by Shubhayu Khedia, The LNMIIT Jaipur, during a marketing internship by Prof. Sameer Mathur, IIM-Lucknow.