The company expenditure on marketing is approximately 4% of the total value of the amount that all automobile companies use in media advertisement. The company operates in a competitive market and the sales are considerably affected. Therefore, the company has already experienced a big challenge in the market as competing companies such as Honda, Nissan and Mazda realize considerable growth. Moreover, the company’s image has been adversely affected by a number of issues that have come about in the company. For instance, in 2009, the company faced the “recall crisis” in which the company had to recall about 7.5 million vehicles ad suspended the sale of eight of its brands. As a result, the company lost about $54 million a day which was a great loss economically, and a great blow for its public image as the largest and most profitable company (Toyota Motor Corporation, 2015). Therefore, the company has big challenge in ensuring sustainable development in the complex dynamic automobile market.Toyota Company is one of the company’s that enjoys a good reputation due to its marketing campaigns that are customer related. The company strength hails from its ability to launch a conscious brand communication strategy in the international market. The company has loyal customers from all 170 countries where the company has ventured through brand positioning (Berry & Parasuraman, 2004). The company is a leader in manufacturing and production of automobiles being the largest and most profitable company. The implication is that Toyota Motors is a popular brand whose products speak for itself. Putting customers at the forefront has become an important aspect of its marketing campaigns. Strong customer services have become an internal strength and an effective pull strategy that attract customers to their automobile stores.Nevertheless, the company has a number of weaknesses that come from its internal structure. The company has faced a wide range of criticism due to its high product recalls in the 2009 and 2010, which created a bad image of the company (Toyota Motor Corporation, 2015). The company has suffered a wide range of criticism for this failure, which has affected their reliability as a quality producing company. Therefore, the management is under pressure to launch new marketing strategies to clear the bad image and reposition the company in the market
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