ASSIGNMENT ON

An analysis and findings of marketing mix

strategis of Toyota (Automotive manufacturer)

Prepared For:
Md. Rabiul Kabir
Associate Professor & HOD-MKT
Department of Business Administration
Stamford University Bangladesh.

Prepared By:
Ahnaf Tahmid
ID: MBA 072 18353
Spring 2020
Stamford University Bangladesh.

Date of Submission: 3rd JUNE 2020

Marketing mix strategis: If any company ready to take their marketing seriously,
they’ll need to start with a marketing plan. A classic marketing concept called “The Marketing
Mix” or “The 4 P’s” of Marketing is a perfect place to start.
Toyota: Toyota Motor Corporation is a Japanese multinational automotive manufacturer
headquartered in Toyota, Aichi, Japan. In 2017, Toyota's corporate structure consisted of
364,445 employees worldwide and, as of December 2019, was the tenth-largest company in the
world by revenue.
Toyota’s Marketing Mix (4Ps) Analysis: Toyota Motor Corporation’s marketing
mix (4Ps) reflects the firm’s strategies for interacting with its target market. As one of the
leading firms in the global automotive industry, Toyota’s target market is diverse in terms of
consumer preferences and regional and local market conditions. As such, the company’s
marketing mix is tailored to address these variations.
Toyota’s Products (Product Mix): Toyota has a diverse set of products. This element
of the marketing mix identifies organizational outputs for the target customers. The following are the
product lines in Toyota’s product mix: # Toyota automobiles # Lexus automobiles #
Welcabe series # Marine products # spare parts and accessories # Engines
Toyota automobiles are the most popular in this product mix. Lexus automobiles are luxury
products from the company. On the other hand, the Welcab series are Toyota automobiles
modified for the elderly and people with disabilities. The company also manufactures yachts,
engines, and spare parts and accessories for automobiles and marine products.

Place/Distribution in Toyota’s Marketing Mix : Dealerships are Toyota’s main places

for distributing its products. This element of the marketing mix determines the venues where
customers can access the firm’s products. The following are the main places in Toyota’s
distribution strategy: #Dealership #Retailers

Toyota’s Promotion (Promotional Mix): Toyota’s promotion strategy covers all the
tactics of marketing communications. This element of the marketing mix pertains to how the
firm communicates with the target market. Toyota uses the following promotion activities,
arranged according to significance: #Personal selling #Advertising #Public Relations
#Sales promotions #Direct Sellings
Toyota uses personal selling through dealerships’ sales personnel, who personally promote
products to potential buyers. The company also uses advertising on various media, such as TV,
newspapers, and websites.

Toyota’s Prices and Pricing Strategy: Toyota’s prices vary widely, depending on the
product line and the product type or model. This element of the marketing mix identifies how the
firm sets the prices of its products. Toyota uses a combination of the following pricing strategies:
# Market-oriented pricing #Value-based pricing
Toyota uses the market-oriented pricing strategy to determine prices based on market conditions
and the prices of competitors. This pricing strategy is notable in the vast majority of Toyota
products, such as sedans and trucks. However, the firm also uses the value-based pricing
strategy, which sets prices based on the actual and perceived value of the product.