Toyota Marketing Strategy
What marketing exactly is?
Marketing is a very unique set of activities which show a great and valuable impact on the entire organization. A company cannot sell its all products to a single customer or at a same market. There are numerous markets and they all are diverse according to their demand and buying requirements. That's why each company needs to identify its market segmentation, market segmentation procedure, pattern of segmentation, basis of segmenting consumers and business market. Many companies use to be target oriented and they develop a target-marketing. They first identify their segments, and then set targets for each segment. After this, they manufacture their products according to their targeted market (Armstrong & Kotler, 2003).
Three Important Steps of Target Marketing
Identify and profile distinct groups of buyers who might require separate products or market mixes is known as "market segmentation" (Sun, 2009).
Select one or more market segments to enter which is known as "market targeting."
3. Establish and communicate the product's key distinctive benefits in the market which is known as "market positioning."
In this research "Toyota Motors" has been selected in order to understand the segmentation concepts and to know about the target market and market positioning followed by this company. In this paper, I will discuss how important is marketing strategy and segmentation for a successful company, like Toyota, to achieve what it wants.
Company Profile
Toyota Motor Corporation started its business in Japan in 1937 and it had introduced its first U.S. based product in 1965 and the product was Toyota Carona (Toyota Motors, 2012). Soon the company succeeded to promote its brand in different countries particularly in USA. After getting fame in U.S. In 70s, it started manufacturing its vehicles in the U.S. At the start of 80s. After 59 years of its corporation, it was a globally recognized brand till 2006, and was the second most selling vehicle brand of the world. But every one guessed it at that time that Toyota is soon going to capture the number...
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