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I nternational Marketing
Assignment
POSI TI ONI NG ANALYSI S
Toyota Motor Corporation














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Toyota Motor Corporation
Toyota Motor Corporation is well-known Japanese Multinational Corporation.
In addition to manufacturing automobiles, the company also provide financial
services to its customers. The company was established by Kiichiro Toyoda in
the year 1937 as an offshoot from his father's company Toyota Industries to
produce automobiles. The company headquarter is in Toyota, Aichi, Japan. In
2013 the multinational corporation consisted of 333,498 employees worldwide
and, as of March 2013, is the thirteenth-largest company in the world by
revenue. Toyota was the largest automobile manufacturer in 2012 (by
production), and in July of that year, the company reported the production of its
200-millionth vehicle.
The company designs and constructs a varied product line-up that admits
subcompacts to luxury and sports vehicles along with SUVs. The company
produces its entire vehicle either with combustion or hybrid engines. As well,
the company also produces several automotive parts for its own use and sale.
The companys well known models are the Camry, Land Cruiser, Corolla,
luxury Lexus line, and the Tundra truck.
The company operates with an all inclusive concord among people, society, and
the worldwide environment. As well, it also believes in the sustainable
development of society, through inventing. The companys marketing strategy
assist it significantly in attaining harmony between people, society and global
environment.




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Toyotas Marketing Strategy
The companys marketing strategies are to innovate, penetrate market,
differentiate and product development. All these marketing strategies assist
company significantly in expanding its operations all over the world.
TOYOTA NORTH AMERICA
Toyotas strategy in the region from the beginning was the adaptation to the
changes of customers need and that is why they launched a lot of new products
which helped to gain a big market share in this region. First of all, Toyota in
North America started introducing small cars, the first one was Toyopet.

By entering the market with small cars and by investing in R&D ,Toyota
prevented high competition from local companies. Toyota was the first mover
in small cars in north America, so they had a first mover advantage which
year by year became more popular and it enabled them to achieve economies
of scale in that segment.

Toyota's slogan "Toyota Moving forward- in North America suggests the
company is oriented to continuous product development. It also underlines that
the company holds on its business strategy to be self-sufficient in development
and production. "Moving forward" indicates the adaptation to the changing need
of the customers. It is still important for United States residents to feel that
they are taking the leading role in the world.









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TOYOTA EUROPE
Toyota started selling cars in 1963. However, Toyota really penetrated the
market just in the mid-1990s.Europeans' taste is somewhat different from that
of the Americans and it can easily be seen in the adaptation of strategy used
by Toyota in this part of the world. To be precise, most of the people in
Europe drive compact cars or family cars mainly because the price of gasoline
is a few times more expensive than in the USA.
Toyota, knowing European's preferences, established manufacturing plants of
smaller cars directly in Europe. In Europe the branding of Toyota is of high
quality but still relatively cheap. Toyota just strengthens this public view
because it just underlines what the company expects from this market.

TOYOTA ASIA

Toyota follows a pyramid strategy, selling large numbers of low-cost models
and smaller numbers of higher-cost models .This product breakdown reflects
Toyota's strategy of segmenting the market into wealth levels and selling
accordingly. In Asian countries, the customers prefer the so-called IMV (an
abbreviation which stands for Innovative International Multipurpose Vehicles)
Brand recognition allowed Toyota to charge higher prices than its competitors
and thus cam higher profits. Over the past decade Toyota has increasingly
sought to bolster its brand recognition through motor sport.
Toyota uses different brand names for different segments. The brand Lexus for
example, stands for superior quality and is aimed at customers who expect a
luxury car, competing with BMW and Mercedes-Benz, whereas the brand
Daihatsu, which Toyota acquired in 1998, stands for affordable can with a good
quality.

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Toyotas Strategy for Corolla in different markets.
The Corolla E 120 is the ninth generation of cars sold by Toyota under the
Corolla nameplate. The ninth-generation Corolla first appeared in November
2000 in Japan. From being marketed as a premium compact sedan, to an
affordable hatchback, the 9th-generation Corolla was designed as a 'Global'
automobile to suit different market needs. This was one of Toyota's most
versatile and most popular models ever produced.
Europe
For the European market, the Corolla was offered as 3 door Hatchback, 5 door
Hatchback, Sedan or Saloon, and Wagon or Kombi / Estate. The high
performance Corolla T-Sport with 1.8 litter 2ZZ-GE engine was available in
certain countries.
North America
The North American model is bigger compared to the Japanese Corolla, and is
based on the Corolla Altis distributed in Southeast Asia. It came to the United
States in March 2002 for the 2003 model year, following its unveiling at the
2002 North American International Auto Show in January. Trim levels offered
are CE, LE, and S, continuing from the previous generation. The Corolla used
an updated version of the 1ZZ-FE, with power increased to 130 hp. The Corolla
grew in height from the previous generation, and the S trim level featured
sportier front and rear bumpers and side skirts, as well as fog lights. For the
2005 model year, the styling was refreshed with a new grille, rear taillights,
wheel covers, and interior accents.





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Asia & South East Asia
An upmarket version of the ninth-generation Corolla, dubbed the Corolla Altis,
is manufactured and sold in countries such as Thailand, India, Malaysia,
Pakistan, the Philippines, Singapore and Taiwan. It debuted in late 2001 as
model year 2002 as a bigger and more luxurious variant of the Japanese Corolla,
featuring unique interior and exterior panels that separate it from the basic
Corolla. The Corolla Altis is targeted at consumers who prefer more comfort
than the standard Corolla but do not wish to buy the more luxurious Camry.
Two versions of engines are available: the 81 kW (110 bhp), 1.6 L 3ZZ-FE
engine and the 100 kW (134 bhp), 1.8 L 1ZZ-FE engine, both with VVT-i
technology.

Conclusion
It can be observed that company is aware of the fact that all customers cannot
be handled with an identical approach and needs different attention and
handling. The company has adopted different positioning and adaptation
strategy in different market according to the taste and preferences of the
consumers.
In the case of recent versions of Toyota Corolla we can see that they have
adopted a standardisation approach to make it a Global Automobile .