Insights China Luxury Goods

Table of Contents

Introduction ...................................................................................................... 3

History of Toyota ............................................................................................. 4

Environmental Analysis ..................................................................................... 7

Target Market ................................................................................................ 11

Marketing Mix .............................................................................................. 13

Product .......................................................................................... 14, 17

Price ................................................................................................. 17

Place ................................................................................................. 16

Promotion ............................................................................................14

Recommendations .......................................................................................... 19

References ................................................................................................... 21

1 Introduction

The objective of this report is to inform its reader of the value that the Toyota brand has to offer both consumers and the global community. The value of the project comes in terms of the strong impact Toyota Motor Corporation has had on the world as a leader in automotive technology. There will be a brief history of how the Toyota brand came into existence followed by an environmental analysis. Toyota's target market will be provided along with a breakdown of its global manufacturing of product lines and who those vehicles are targeted towards. Toyota's Marketing Mix offers Toyota's presence as a brand, along with information on its products and prices in North America. Information on Toyota's global manufacturing, distribution, and promotional efforts are also provided in the Marketing Mix. The final section of this report will examine weaknesses and threats that Toyota brand has in addition to recommendations on how to combat those weaknesses and threats.

Expectations of the report include knowledge of Toyota's history and the creation of its brand in a global community and economy. Understanding of Toyota's various product lines, global manufacturing through its target marketing efforts are also outcomes. The Marketing Mix of Toyota's brand presence has expectations of creating knowledge and understanding of how actively engaged with the consumer and global community Toyota is in every step of its manufacturing and distribution processes. The recommendations are expected to create awareness of the opportunities to create an even more effective image of the Toyota brand through creating a better picture in the minds of the global community.

2 History of Toyota

The story began in 1924, Toyoda Sakiichi invented automatically woven cloth rolling machine, then set up textile factory. A few years later, textile factory profit was considerably high. Toyoda Sakiichi had a dream for cars, so he always pushed his son Kiichiro Toyoda to create their own car production company.

In 1930, Kiichiro Toyoda graduated from technical school, with his father's savings money he began to research and develop the small gasoline engine.

In 1933, because of technology and money problems, Kiichiro Toyoda only set up car factory interior textile department quietly. He didn't promote it, but chose to continue the work regardless.

In 1936, Toyota first a car was born, the AA Sedan. Due to the first step of volume production on a car, AA sedan production was not high.

In 1937, with waste heat of AA Sedan car, Toyota Motor Industry Company officially established. From then on, Toyota was called down.

In 1938, the old site of Toyota Motor Industry couldn't satisfy the production needs any more, Toyota Motor Industry Company moved to Koromo which today is known as Toyota City.

In 1940, Toyota suffered from the World War II deeply, Toyota was nearly broke, the company founder Kiichiro Toyoda resigned. His successor, Shotaro Kamiya, placed within a series of new operation plans in order to control the product quality, improve the staff's working enthusiasm and so on.

In 1950, the company policy was headed in the right direction, it had been on continuous improvement track. However, Toyota was still willing to spend money to establish Toyota motor sales company in the United States.

In 1951, Toyota further implemented Suggestion System. Toyota developed a very popular car, the Land Cruiser

In 1955, CROWN was produced. The crown performance was marvelous and had a good appearance at that time.

In 1957, crown was sold well in Japan, not in the United States. The first sale attempts in the United States were not successful.

In 1966, Toyota wins the Deming Prize for Quality Control.

In 1966, Toyota Corolla can be said to be the most successful car in the history of their vehicles, it helped Toyota get rid of the former trouble and lead it into an unprecedented bright future.

In 1967, Toyota entered heyday and it was equipped with its production plant all over the world, both Japan and United States. Also in this year, Toyota's the first sports car 2000 GT was developed and headed to the stage of history.

In 1971, Toyota Celica first generation listed.

In 1983, Camry took over Corona at that time. The first generation of all Camry enable precursor formed.

In 1984, Toyota MR2 trotting was first born, the name means in the guide for single-handedly, rear wheel drive two-seater cars.

In 1989, Toyota launched LEXUS luxury car brand in United States.

In 1990, Toyota changed the articles of association to ships, aircraft, spacecraft, information communication and other new fields. Toyota showed the world it would be in the overall