...CONTENTS INTRODUCTION ………………………………………………………………………3 TOYOTA……………………………………………………………………………......4 TOYOTA BRANDING STRATEGY………………………………………………… 5 NOKIA…………………………………………………………………………………. 6 NOKIA BRANDING STRATEGY…………………………………………………….7 REFERENCES INTRODUCTION Observing the 2013 and 2014 world global branding ranking, I noticed that the top ten brands are mostly brands that the 21st century would consider as essentials. Brands like Coca-Cola and Mac Donald’s (Food) apple (communication), Toyota (Transportation) etc. Innovative and technological product are the brands that are mostly at the top, highly innovative products who are also committed to a sustainable drive are seen growing from the bottom spot also. The top five spot remained unchanged from 2013 to 2014. With the top spot remaining unchanged so many changes were made at bottom spot and Nokia was a big fall out declining tremendously from 57 position all the way to the bottom three, Apple maintained the first position with a value of 118,863$m and a +21% while google and Toyota still maintained their spot, bottom slackers like Gap moved a spot up from 100 to 99th position. My research will be focused on Nokia and Toyota, talking about the the brands, their marketing strategies, how they have been able to increase their sales globally and their ranking performance among the global brands. TOYOTA MOTOR MANUFACTURING COMPANY Toyota is one of the worlds, popular automobile producers...
Words: 1350 - Pages: 6
...Executive Summary Toyota is arguably one of if not the most success automobile manufacturing companies in the world. With annual revenue of over $200 billion and over 300,000 employees across 27 countries, even the smallest decisions could have huge repercussions. It is the purpose of this audit to offer a in depth review and examination of Toyota’s marketing environment, objectives, strategies and activities to determine what are the key elements of their success, potential issues the need to avoid or improve on and any new opportunities to further maintain their position as industry leaders. Toyota has positioned itself as one of the automotive industry leaders with the highest market share when based on sales volumes. Toyota also maintains this strong market position across many countries. Toyota has developed a wide range of vehicles catering for all types of customers, from low to very high income, with easy access to their products thanks to a global distribution system. The company makes a strong effort to be well rounded and remains strong in innovation, brand reputation, good prices and international relationships. This strong market position is largely attributed to Toyota’s value proposition to provide customers with the best range of models, at affordable prices, all whilst maintaining our long-standing reputation for manufacturing excellence and for producing high quality vehicles that are safe and reliable. The efficiency and capacity of the Toyota production and...
Words: 3368 - Pages: 14
...Chapter Assignment Business Level Strategy 1. Toyota’s business level strategy is that of overall cost leadership. 2. Toyota has been experiencing problems with its accelerators sticking on its vehicles, causing the cars to speed out of control, as well as issues with the overall quality of its vehicles. 3. The three major interrelated reasons that caused Toyota’s problems are its hyper focus on cutting costs, which led to poor quality, its rapid growth strategy, and its corporate strategy from that of its founders. 1. Toyota has used several strategies to solve its recent dilemmas. These strategies include introducing the Lexus LFA to present a more aggressive sportier brand image of Lexus vehicles, building multiple plants in the USA to produce Toyota vehicles to reduce lead time and import issues, shrinking its board of directors by half, having the CEO meet with his top five advisers every Tuesday morning in an informal manner to make decisions on the spot, as well as beginning to emphasize the design of high quality interiors. 2. I believe that shrinking the board of directors and building manufacturing plants within the United States will ensure Toyota’s future success since these decisions will enable better communication between US executives and their Japanese counterparts as well as enable much faster delivery of vehicles to the US market. 1. Providence Medical Center’s business level strategy is that of differentiation. 2. PMC...
Words: 337 - Pages: 2
...Date: October 25th, 2014 Memo to: Toyota Motor Corporation Subject: Executive Strategy & Assessment Executive Summary: Situation Since created Toyota Motor Corporation has focused on innovation and efficiency within its production or manufacturing facilities, and has built its success around this core competency. Recently however many of their competitors have adopted similar practices and have been able to narrow this gap significantly. For this reason these competitors are posing much more of a threat and Toyota may need to change or adjust its current strategy to deal with this problem. These competitors are also investing heavily in the emerging markets Toyota is currently trying to capitalize on. Recommendations After assessing the current strategy at Toyota there are a few recommendations I would make to help them succeed going forward. For one they may want to consider focusing less on labour productivity, as this no longer provides them with as much of a competitive advantage. They may also want to consider investing more in the emerging markets like China and Europe, as well as areas in Africa. They are currently a leader in environmentally friendly technology in the industry, and they should put more emphasis on this because it is becoming more and more important. This is also a great way to separate themselves from competitors. Key Evidence Some of the key evidence to support this involves productivity measures and various manufacturing...
Words: 1477 - Pages: 6
...Areas of Focus Vision and Mission Strategies Functional Points of Emphasis Research and Development Sales and Marketing Automotive sales make up for 89% of Toyota’s revenues. Its primary markets based on vehicles sold Japan (30%), North America (29%), Europe (12%), and Asia (14%). Since the global economic crisis and litigation, sales have significantly decreased in North America and Europe. Toyota sales are influenced by the quality, safety, reliability, design, price, performance, economy and utility of the vehicle. Majority of Toyota marketing depends on the geographical demographic and demand. Toyota is a brand that needed little marketing efforts until 2009. Their name said it all. Toyota’s timely introduction of new and redesigned vehicles also makes up for a number of sales. Most of their marketing effort happens during the unveiling or redesign of vehicles. Toyota does not stop short of bring their most artful designs to auto shows to boost consumer sales. Their new market is in India where they are in demand to produce quality vehicles at an affordable price. Finance Toyota Motor Corporation sales are at an all time low. Their revenues have decreased even more since 2009. The revenue received by other Financial Services and other segments are decreasing due to consumers inability to pay or provide sufficient collateral to cover debts. The foreign currency fluctuations is causing exchange rate to rise. Though Toyota has had some financial setbacks, they...
Words: 2326 - Pages: 10
...Promotional and Advertising Strategies: Toyota Motors and General Motors BUS 508 Contemporary Business June 8, 2014 Abstract The production and management systems in many industries get revolutionized globally due to changing technologies. The automobile industry is not left behind and is currently facing new opportunities and threats. Increase in safety requirements, globalization, digitalization and individualization are a few factors that are spearheading the change in the industry. Survival of companies has been made uncertain, and only those that consumers find to add value are guaranteed the existence. This paper will analyze two leading automobile industries, Toyota Motors and General Motors, and the marketing techniques and strategies that have enabled their survival in the recent past. The study will reveal that environmental interpretation and aspiration to the usage of new technology are important factors for the generation of profit and retention of the market share in the automobile industry. Promotion Strategies Sales promotion denotes devices that are used to induce buyers to buy products that the company offers in the market, in a manner that is better than competitors in order to attract and retain customers. This form of advertising may be consumer oriented in the sense that manufacturers induce buyers through samples, bonus packs, coupons and rebates,...
Words: 1831 - Pages: 8
...Global Strategy for Toyota Company Name Course Instructor Date Introduction Toyota Motor Corporation is a multinational motor manufacturing company based in Toyota, Aichi, Japan. It consists of over 333,498 employees as of March 31st 2013. It was ranked the largest automobile manufacturer in the world in 2012 based on production, as it reported the production of its two hundredth millionth vehicle in the same year. It is also ranked as the thirteenth largest company based on revenue [ (Toyota Global, 2013) ]. According to the company’s consolidated financial statements, Toyota has 540 consolidated subsidiaries and 226 affiliates. The financial reports of the company for the fiscal year ending on March 31st 2013 revealed revenues totaling 216.7 billion US dollars, 13 billion operating income and a net income of 9.47 billion. The company has remained dominant and continued growing for years due to various strategies that it employs worldwide. The corporation remains relevant by ensuring that it is up to date with contemporary issues of concern, therefore addressing important responsibilities and issues. In today’s world of business, globalization is a vital aspect and more so in an international corporation such as Toyota motors. The company must therefore be able to deal with the consequences of globalization such as increasing competition. Toyota Motor Corporation has applied various theoretical frameworks in its strategies to ensure it remains relevant and achieves...
Words: 4221 - Pages: 17
...Globalisation on an Organization’s Leadership, Management and Strategy STRATEGIC MANAGEMENT ------------------------------------------------- TABLE OF CONTENTS | Page | Chapter 1: Globalisation | | Introduction | 2 | 1.1 What is globalisation and the aspects that affect it? | 3-4 | | | Chapter 2: Application | | 2.1 Examine globalisation with a South African based company | 5-6 | 2.2 History of Toyota | 5-6 | 2.3 Some of the products that Toyota | 7 | 2.4 Toyota’s vision and mission | 8-9 | 2.5 Toyotas Road to Globalisation | 9-12 | 2.6 Toyotas Fundamental Steps to Global Stategy | 13-15 | 2.7 The Advantages Of Gobalisation Affecting Toyota | 16 | 2.8 The Disadvantages of Globalisation Affecting Toyota | 17 | | | Chapter 3: Recomandation | | Conclusion | 18 | Bibliography | 19 | | | INTRODUCTION This assignment stems from the subject strategic management and within this subject the concept of globalisation needs to be learnt and by doing so this assignment will help and improve the researchers understanding. The researcher will discuss the concept of globalisation with regard to leadership, management and strategy within this topic the researcher uncovers what is globalisation. As part of the assignment a local South African business was chosen to explore globalisation...
Words: 4549 - Pages: 19
...Porter’s Five Forces Bargaining Power of Supplier (Moderate) Toyota has different supplier for different parts of the automobile. Some of the suppliers are: - KEIPER: a supplier of rear seat assembly locks - TAC Manufacturing: a supplier for shift lever knobs - Tenneco: a supplier of exhaust components - Bridgestone: a supplier of tires - Samsung Electronics: creating a car mode App The suppliers for Toyota play a vital role in production. But, there are moderate population of suppliers and high overall supply. The limited population of suppliers can affect the production of Toyota. Because of the limited population, the bargaining power of supplier is high, but the high availability of supply used for manufacturing toyota’s products weakens the suppliers’ power. Thus, the bargaining power of supplier is moderate. Bargaining Power of Buyer (High) Toyota’s aim is to serve the middle income customer because the cars that they produce are affordable. The buyer purchase small volume of the products because cars are expensive. Because its aim is to serve middle income customers, toyota’s have a lot of buyer because the population of middle income customers is more than high income customers. The product is worthy because the quality is good, the price is affordable, toyota has its own mantainance service and the secondhand’s price is good. The switching costs is low because customers can easily change from toyota to competing firms at no extra cost. The customers have accurate...
Words: 3483 - Pages: 14
...Innovation and Business Development Toyota Crisis: Management Ignorance? – A Swedish Case of Consumers Perceptions Master’s Dissertation in Management of Innovation and Business Development, 15 ECTS Final seminar 2010-05-27 Authors: Yuanyuan Feng Supervisor: Mike Danilovic Hamlstad University Feng(2010) TOYOTA CRISIS: MANAGEMENT IGNORANCE? – A SWEDISH CASE OF CONSUMERS PERCEPTIONS Yuanyuan Feng School of Business and Engineering, Halmstad University, Sweden Abstract Since the late 2009, the famous vehicle manufacture Toyota has suffered a severe crisis due to unintended quality problems in its cars which had triggered Toyota’s largest officially recalls of its cars around the world. This crisis threatens the company’s previous reputation of good quality cars, as well as the brand image built up over time. This study aims to elaborate on the Toyota crisis in order to understand why Toyota faces this crisis and how they deal with the crisis; and investigate consumers’ perceptions of Toyota brand as the outcome of the crisis, with a focus on Swedish market. A qualitative research along with a number of face-to-face interviews with Toyota Swedish dealer and Swedish vehicle consumers is conducted. The findings reveal that the impact of the Toyota crisis in Sweden is not as serious as that in America; there remain satisfied and loyal Toyota’s customers who are not swayed by the negative publicities; While Toyota should manage the crisis even in...
Words: 16008 - Pages: 65
...& Recommendations | 10 | 7 | Bibliography | 14 | INTRODUCTION Toyota Motor Corporation, is a Japanese multinational automaker headquartered in Toyota, Aichi, Japan. In 2010, Toyota Motor Corporation employed 317,734 people worldwide, and was the world's largest automobile manufacturer by production. The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's company Toyota Industries to create automobiles. TMC is part of the Toyota Group, one of the largest conglomerates in the world. It created its first product, the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation group companies are Toyota (including the Scion brand), Lexus, Daihatsu and Hino Motors, along with several "non-automotive" companies. Sakichi Toyoda invented the Toyoda Model G Automatic Loom in 1924 incorporated the principle of Jidoka, which means that the machine automatically stops itself when a problem occurs, later becoming a part of the Toyota Production System. RESEARCH PROBLEM: Toyota has long been recognized as an industry leader in manufacturing and production. Toyota's management philosophy has evolved from the company's origins and has been reflected in the terms "Lean Manufacturing" and Just In Time Production, which was instrumental in developing Toyota's managerial values and business methods collectively known as the Toyota Way. In 2010, the Toyota Motor Corporation ranked first by the International Organization of Motor...
Words: 3481 - Pages: 14
...Michael Greto Andreas Schotter Mary Teagarden Toyota: The Accelerator Crisis The root cause of their problems is that the company was hijacked, some years ago, by anti-family, financially oriented pirates. Jim Press, former President & Chief Operating Officer (COO) Toyota Motor Sales, U.S.A., Inc. On February 24, 2010, Akio Toyoda, the grandson of Toyota Motor Corporation’s founder, Kiichiro Toyoda, endured a grueling question-and-answer session before the U.S. House of Representatives Committee on Oversight and Government Reform. The committee represented just one of three Congressional panels investigating the 2009-2010 recall of Toyota vehicles related to problems of sudden acceleration and the company’s delay in responding to the crisis. Signs of the coming recall crisis began as early as 2006 when the National Highway Traffic Safety Administration (NHTSA) opened an investigation into driver reports of “surging” in Toyota’s Camry models. The NHTSA investigation was closed the next year, citing no defects. Over the next four years, Toyota, known in the industry for its quality and reliability, would quietly recall nearly nine million Toyota and Lexus models due to sudden acceleration problems. Toyota’s leadership, widely criticized for its slow response in addressing the problems, now had to move quickly to identify a solution that would ensure the safety of its vehicles, restore consumer confidence, protect the valuable Toyota brand, and recoup a plummeting share price....
Words: 13407 - Pages: 54
...Executive Summary This report will introduce Toyota company of business ethics, in the first part, the report described the definition of business ethics, and then introduced the environmental scanning method and PEST and concretely introduces the Toyota company's ethical dilemma, how to solve this problem, from the Angle of moral evaluation, the whole situation based on different kinds of ethical theory, business ethics from the perspective of moral comprehensive understanding of the problem, and then to carry on the analysis. Making companies in the society, the government, and people’s hearts set up a better image, which is beneficial to the development of the company and have more income. Hope this report from every Angle analysis Toyota company pedal events, brake event. Let the Toyota Company remember the lesson. And effectively solve it. 1.0What is business ethic? Have a lot about what is the business ethics idea, or is simple; some people think is right or wrong. Essentially, business ethics is the pursuit of truth. Can and should be regarded as for $5 and $5 $10 is equal to the initial level, the simple truth. Therefore, the businessman must provide good quality goods and service, with reasonable price to consumers' normal supply. They must avoid addicted to like adulterate unfair trade practices, promoting misleading advertising, cheating weights and measures, such as the black market, they must give fair wages and their workers provide good working conditions....
Words: 2990 - Pages: 12
...2.1 Introduction to Mercedes Benz 4-5 2.2 Mercedes Benz History and Development 5-9 2.3 The Macro-environment 10-12 2.4 Organizations within the industry 12-16 2.5 Strengths and weaknesses of Mercedes Benz 17 2.6 References 18 3.0 Brand #2 Toyota 3.1 Introduction to Toyota 19-20 3.2 Toyota History and Development 20-23 3.3 The Macro-environment 24-29 3.4 Organizations within the industry 30-31 3.5 Strengths and weaknesses of Toyota 32 3.6 References 33 4.0 Comparison between brand #1 and brand #2 34-35 1.3 Acknowledgements This assignment has been done for our subject Fundamentals of Marketing (BM101), at UCSI University. At this time we would like to acknowledge the advice and support of our lecturer Ms. Nazliwati Mohammad. We also acknowledge that some of the material for this assignment has been derived from other sources, all of which are included in our respective references. All group members have worked effectively and cohesively in this project and share equal contribution. 1.4 Summary/Abstract In this assignment we will be analysing two different car manufacturers. The brands we have chosen are Mercedes Benz and Toyota. In this report we will be presenting the brands’ history and development, the macro environment affecting them, and their organizations within industry inclusive of the marketing position, target markets and the marketing mix. At the end of the report a comparison is given...
Words: 9079 - Pages: 37
...Marketing Strategy : Marketing is a very unique set of doings which shows a great and valuable impact on the entire organization. The marketers and experts of these fields have developed three prospective of this after a deep sea research. This environment influences the organization directly. Caster guitar is a big name in the field of transporting the guitars worldwide .A company cannot sell its all products to a single customer or at a same market. The customers are many and they all are diverse according to their demand and buying requirements. This is why, each company needs to identify its market segmentation, market segmentation procedure, pattern of segmentation, basis of segmenting consumers and business market. Many companies use to be target oriented and they develop a target-marketing. They first identify their segments, and then set targets for each segment. After this, they manufacture their products according to their targeted market . Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who might require separate products or market mixes which is known as “market segmentation.”Select one or more market segments to enter which is known as “market targeting.”Establish and communicate the product’s key distinctive benefits in the market which is known as “market positioning.”In my research, I have taken Toyota at my company to apply all the Maktering Principles and to know about the market segmentation, market...
Words: 2509 - Pages: 11
