2. STP segmentation, targeting and positioning
4Ps of TOYOTA
SWOT Analysis
Flower of services
Other Services
Marketing Strategies
Website
3. • Industry: Automotive Robotics Financial services
• Products: Automobile
• Founded: August 28, 1937
• Founder(s): Kiichiro Toyoda
• Key people: Fujio Cho (Chairman), Akio Toyoda (President and CEO)
• Headquarters Toyota, Aichi, Japan
• Employees: 324,747 (2012)
• Subsidiaries 522 (Toyota Group)
Toyota India
Hino Motors, Ltd.
Daihatsu Motor Co., Ltd.
Toyota Financial Services
• Website: Toyota Global
• Area served: Worldwide
4. Toyota seeks to create a more prosperous society through
automotive manufacturing.
Toyota aims to achieve long-term, stable growth in harmony
with the environment, the global economy, the local communities it
serves, and its stakeholders.
5. Toyota’s segmentation and target market is guided by its philosophy of
‘right car in the right place’:
• It has segmented all the countries across the globe as its market
• All of toyota's vehicles speak to a different consumer segmentation.
• Based on income, gender, life cycle stages, needs/desires, etc.
• Vehicles are designed so as to attract on the basis of lifestyle choices and
specific attitudes.
• Toyota uses a psychographic and behavioral approach to segmenting the market
6. The prius:
• targets on conscious consumers who place an importance on the
environment
• targets individuals that want to save at the gas pumps.
• targets individuals that care about safety, family, quality, etc.
The tundra:
• Targets on consumers interested in functionality and recreation.
The lexus:
• targets a more sophisticated, "classy" consumer, individuals interested in
style, luxury, comfort, status etc.
• targets the middle aged consumer who care about family, safety, security,
prestige....all wrapped up in a stylish bow.
Trucks:
• truck lovers or professional who need trucks
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11. 70 different models sold under its name TOYOTA
• VANS: Sienna, Previa, Tarago, Estima
• TRUCKS: T100, Tacoma(4x2&4x4), Tundra CrewMax(4x2&4x4), Tundra Double
Cap(4x2&4x4), Tundra Regular Cap(4x2&4x4)
• SEDANS: Avalon, Camry, Corolla, ECHO, Prius
• SUVs: 4Runner, FJ Cruiser, Highlander, Highlander hybrid, Land cruiser, RAV4, Venza,
etc.
• WAGONS: Prius plug-in, Prius V, Pruis C, etc.
• Tercel, Supra, Yaris, etc....
12. TOYOTA uses:
• show room,
• advertisement,
• free drive plan,
• special offer and exhibitions,
• after sales services,
• Toyota’s blog: (http://blog.toyota.com)
• TV programme,
• Websites (http://www.toyota-global.com/)
as a means of promotional strategy.
13. SWOT Analysis
Location of Factor TYPE OF FACTOR
Favorable Unfavorable
Internal Strengths Weaknesses
Strong financial performance Poor profitability of ‘financial services’
segment
Brand image
Expenses related to post retirement benefits
Strong performance in Asia region
for employees
Research and development activities
Toyota production system
External Opportunities Threats
Increasing demand for hybrid electric Economic slowdown
vehicles
Competition in the global automotive
Opportunities in Asian market market
New models Tightening emission standards
Appreciating Japanese Yen against US
Dollar
14. • Increase competitive strength through advanced technology:
Environmental technology (fuel consumption, emission,
recoverability)
Hybrid vehicles and next generation fuel cells
Cost-reduction(discontinuation, integration of older
models )
• Increased emphasis on financial services and information
communication system
15.
16. • Financial services:
Car loan and car leasing including Classic or Choices finance,
operating leases, Vantage leases, Driveway & Toyota Payment
Protection products including car insurance, vehicle warranties and
servicing into one easy monthly payment.
Payment Protection Insurance, a quick, easy and affordable way to
make sure you can keep up your payments in the event of an accident,
illness or death.
Boat loans: online quote to apply for a boat finance with their
online loan application form
• Robotics:
Honda’s ASIMO robot, Toyota’s new humanoid prototype, stands
130cm tall and weighs 50Kg, seven degrees of freedom on his legs (run
7km/h)
17.
18. • Continuous improvement.
• Customer Satisfaction.
• Quality Products.
• Unique Production System
• . Respect for people.
• Segmentation, targeting, and positioning nurtured by its variety of
offers and product attributes.
