ASSIGNMENT-03

Course # MKT – 416

Sec # 02

Mr. Mahmud Zubayer

Senior Lecturer,
Department of Business Administration
East West University

Azmat Arefin 2005-3-13-009

MD Raziul Haque 2005-3-10-048
Jannat ara aurin 2006-3-10-018
Ishrat Jehan 2006-1-10-060
1.Question:
What have been the key success factors for Toyota?

Answer:

The key success factors for Toyota:

1. Full product line:

Toyota first offer full line of cars for the U.S. market. Their product line is from
family to sport utility vehicles to trucks to minivans.

2. Different level of price:

Toyota has been produce the product of different price which have been satisfied
every income level of consumer.

3. Manufacturing process:
Another key success of Toyota is their manufacturing process. Toyota’s
combination of manufacturing is world class.

4. Marketing strategy:
Toyota has been set their marketing strategy differently for different country. As
example, they have been defining Lexus differently in USA and Europe.

These are the key success factors which have been made Toyota from maker follower
to innovator.
2. Where is Toyota vulnerable? What should it watch out for?

Ans: Toyota produce different Varity of car for different segment. Including low class
people. It can hamper the brand image.
elite class people cannot take the inexpensive car easily as their prestige issue.
Though Toyota talks about eco-friendly car. But most of their models have oil-based
engine which effect the environment badly.
Now a days chine’s car s are so chip compare to Toyota. In future these chine’s car can
be grab the total market by offering in low price. As a result most of the middle class
people can go for these chip cars. It can be a great threat for Toyota.

3. what recommendations would you make to senior marketing executives going

forward? What should they be sure to do with its marketing?

Ans: our recommendations for senior marketing executives of Toyota are given below

 Being big is also a problem of a big company so car manufacturers need to make
sure that it is their models that consumers want otherwise it could be harmful for
their brand image.
 Toyota has only few cars which are environmental friendly but they should more
concentrate on their other cars which have less environment friendly engine.
 Scions target age group of 16to 21 but more important thing is 16years old person
may be not enough matured to handle a car so they should change it 18 to above.
 Not only outlook they should be more concerned about safety factors rather style.
  Toyota should target the 'urban youth' market whom are very interested on dj and
modified car racing culture. They should produce more racing cars.
 Toyota faces tremendous competitive rivalry in the car market. Competition is
increasing almost daily, with new entrants coming into the market from China,
South Korea and new plants in Eastern Europe. The company is also exposed to
any movement in the price of raw materials such as rubber, steel and fuel. The
key economies in the Pacific, the US and Europe also experience slow downs.
These economic factors are potential threats for Toyota, So they should lookout it.

What should they be sure for marketing?

The company needs to keep producing cars in order to retain its operational efficiency
and also add new technologies and features to attract new customers. Car plants represent
a huge investment in expensive fixed costs, as well as the high costs of training labor. So
if the car market experiences a down turn, the company could see over capacity. If on the
other hand the car market experiences an upturn, then the company may miss out on
potential sales due to under capacity this is a typical problem with high volume car
manufacturing so they should also improve HR planning and other resources planning
properly.