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Marketing Strategy Essay Example

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Marketing Strategy

However, in recent years, Toyota has been burdened with negative publicity associated with a variety of recalls in North America, Europe and Asia which sheds negative light on its quality measures. Coupled with economic problems in the United Kingdom stemming from the 2008 and 2009 recession, once-predictable consumer purchasing behaviours have changed, now making it difficult for Toyota to maintain its market share as price-sensitive consumers look for lower-cost automobile options.Toyota is an interesting case study related to its marketing strategy as the company still maintains a quality-focused positioning even in the face of growing concerns about Toyota’s quality and where price-sensitive buyers are seeking alternative brands to satisfy their budgets impacted by the economic issues in the United Kingdom. Toyota only maintains a 4.2 percent market share in the whole of Europe (InAutoNews 2011) and, despite this inability to outperform major competition, the company still aims for increases in market share (Kim 2009) which seems impractical due to negative publicity and changing buyer behaviours related to pricing structures. This report examines the strengths and weaknesses of Toyota’s marketing strategy, examines the value creation process within the company, and makes recommendations for improving Toyota’s competitive position.The most critical strategy for Toyota is publicising its lean production methodology which makes the business a cost leader over competition and also provides opportunities to offer consumers moderately-priced automobiles over that of competing products. Toyota operates in a heterogeneous market with a diverse profile of consumers each maintaining different motivations, needs and culturally-driven values which conflicts establishing a homogenous CRM program and promotional strategy. Additionally, competition has complete access to labour systems, capital and a well-developed supply chain in the UK (Shah and Ward 2007), making lean production a contributing factor in its marketing strategy with a position on quality. Toyota’s just-in-time production methodology involves attempts to maintain a zero inventory (Christopher and Towill 2001), thus avoiding the significant holding costs that most competitors must maintain in complicated supply systems. These costs include lighting, warehouse space costs, taxations, personnel costs for maintaining inventory and warehousing

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preview essay on Marketing Strategy
  • Pages: 12 (3000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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