TABLE OF CONTENTS

Abstract ...................................................................................................................................... 1
Introduction ............................................................................................................................................. 3 Market Situation ...................................................................................................................................... 5 Objectives................................................................................................................9 Market Strategies ................................................................................................................................... 10

INTRODUCTION
Toyota is one of the best car selling companies in the world. TMC (Toyota Motor Corporation) was established in Tokyo, Japan. The company was founded in the year 1937 by a successful businessman - Mr. Kiichiro Toyoda.

The company is a corporation in the Toyota City in Tokyo. Some say that the company is not one of the best companies but the only best and the largest motor making company in the world.

Besides making cars, the company also has its wings in other sectors such as financial sector. The name of this branch is Division Toyota Financial Services. This company also plays a crucial role in financial sector and gives loans and financial assistance to the people who are in need of capital. Toyota Group is the largest group of industries in the world.

Today, there are more than 317,000 people working in this company as its dedicated employees.

TOYOTA RAV4
Toyota kick-started today's wildly popular small crossover segment 14 years ago with its RAV4, which introduced the novel idea of a car-based SUV. Today's RAV4 offers a commodious interior with room for up to seven people, luxury features like leather upholstery and a navigation system, and an available V6 engine that cranks out more than twice the horsepower of the original RAV4's engine, yet gets similar fuel economy.

CURRENT MARKETING SITUATION Competitors General Motors, Honda, Nissan, Tesla Motors, Zap Cars, Phoenix Motorcars, BMW, Mercedes Benz Financial report Toyota's powerful surge to the top of the global automotive industry rankings has come to a halt with an announcement today that net income in the three months to the end of June had tumbled 28%. Toyota reported a 24,000 increase in the number of vehicles sold, to 2.19m. Net income fell to 353.5bn (1.7bn) from a record 491.5bn in the same period last year. In North America, Toyota said sales in the quarter had fallen by 33,000 to 729,000. Toyota said it lifted its market share to 17.4%, but admitted it had been hurt by the market slowdown, a shift from higher value trucks to lower margin compact cars, higher bad debts and an increase in sales incentives.

Toyota motors limited has seen a huge loss of about 5 billion US dollars due to internal issues. After the financial crisis that happened due to American people, Toyota lost a lot of shares and stakes and money between the years 2007-2009.

PEST Analysis

Political Toyota had a lot of help from the local government, including tax breaks. On the flip side, Toyota is expected to 'sell' Indiana and its assets to the world. Also local government was agreed for loans and exports products to foreign countries.

Economic Toyota foreign investment was successful for its company and economical situation of forigen countries. Toyota started to Toyota decides to build up to 100,000 Camrys or Highlanders each year at the plant; it will mean 1,000 jobs, according to Gary Henriott, chairman of the Lafayette-West Lafayette Economic Development Corp. It would improve the unemployment and inflation.

Social and Cultural Toyota's ability to bring to market world class vehicles depends, in large part, on the craftsmanship and hard work of the tens of thousands of Americans who manufacture parts for our automobiles and trucks. That's why Toyota believes it's important to support the communities where its suppliers are located. In 1999, the company established the Community Connection Program as a way to say thank you to its suppliers for their hard work, dedication and support. The program links Toyota with selected suppliers to benefit a local community organization. To date, through Community Connection, Toyota and its suppliers have donated over $1,000,000 to 63 nonprofit organizations in supplier cities across the United States.

Technology

Today Toyota employed the newest technologies on its manufactories to create the newest and latest technological cares against its competitors. There are factors such as power engine, using the low fuel, safety, comfortable, fast, design and so on, are important for Toyota to create the best car to satisfy customer needs and desires.

SWOT ANALYSIS Strengths: _Worlds largest car manufacturer _ Reliable and High Quality Image _ R&D, biggest spend amongst car manufacturers; innovative _ Production _ Global leader in Hybrid vehicles Weaknesses: _ Not known to make bold, innovative first moves; rather play a fast second role _ taken a very conservative approach to Lithium Ion battery technology Opportunities: _ Leverage the halo effect of their hybrid vehicles to capture an untapped PHEV market _ Generate revenue by licensing the PHEV technology like theyve done with Ford and Nissan for the Hybrid Synergy Drive _ Become the Uber green car company by pushing for 100 mpg vehicles.

Threats: _ Major investment in R&D, Marketing and Operations by GM may erode Toyotas ambitions to capture the PHEV market. _ Safety recalls due to overheating problems with Lithium Ion batteries may impact Toyotas quality image. _ Public policy favoring, alternative technologies such as Hydrogen fuel cells.

OBJECTIVES OF TOYOTA One of the objectives Toyota has set is to create vehicles and a mobility society in which people can live with a sense of safety, peace of mind, and comfort for the coming age of ITS and a ubiquitous-network society. Toyota's approach to achieve this objective is to balancing the twin visions of Zeronize and Maximize at a high level. Toyota's fundamental principle for technological development to pursue these twin visions is the concept of TODAY for TOMORROW think to the future and take action right now. Toyota believes that the ideal scenario is to achieve sustainable mobility in the three areas of safety, the environment, and comfort, while balancing the twin visions of Zeronize and Maximize at a high level.

MARKETING STRATEGY First, they achieved greater market penetration by marketing their cars as fuel-efficient, wellbuilt alternatives to the gas-guzzling, problem-prone American cars, which eventually allowed them and other Japanese companies to take a sizable market share away from the Big Three carmakers. Second, Toyota was also able to identify new opportunities for market development and spent time on product development to tap into these markets. The results of Toyotas product development were the creation of Lexus and Scion, brands that both offer a unique lineup of cars, a unique brand philosophy, and services that target the luxury and youth market. Third, in spite of their successes in capturing new markets and achieving greater market penetration, Toyota occasionally downsizes their products such as the Celica and MR2.

Product strategy: Toyota Motor Corporation's vehicle production system is a way of "making things" that is sometimes referred to as a "lean manufacturing system" or a "Just-in-Time (JIT) system," and has come to be well known and studied worldwide. This production control system has been established based on many years of continuous improvements, with the objective of "making the vehicles ordered by customers in the quickest and most efficient way, in order to deliver the vehicles as quickly as possible." The Toyota Production System (TPS) was established based on two concepts: The first is called "jidoka"(which can be loosely translated as "automation with a human touch") which means that when a problem occurs, the equipment stops immediately, preventing defective products from being produced; The second is the concept of "Just-in-Time," in which each process produces only what is needed by the next process in a continuous flow.

Based on the basic philosophies of jidoka and Just-in-Time, the TPS can efficiently and quickly produce vehicles of sound quality, one at a time, that fully satisfy customer requirements. Pricing strategy: Toyota produced RAV 4 in for types and different prices which can make choices for customers to buy what they want. RAV 4 comes with four prices which make choices for customers to chose and decide easily. Promotion strategy: Toyota uses its webpage and another WebPages for advertising its products. Also video advertisements and brochures are available on TVs programs, cinemaes and so on. Distribution strategy: Toyota sells its products straight to the retailers and they sell them to the customers. Also customers can offer their car directly from Toyota Centers around the world or in its website. The purpose of Toyota marketing strategy should be to identify and then communicate the benefits of its business offering to its target market.

REFERENCES
http://www.toyota-tsusho.com/data/current/detailobj-698-datafile.pdf http://www.theautochannel.com/news/2007/08/10/058034.html http://www.toyotafinancial.com/consumer/ShowBinary/BEA%20Repository/tfs/en_US/document/Fiscal _2008_Form_10KA.pdf http://www.wheelsdirect2u.com/toyota-rav4.htm http://www2.toyota.co.jp/en/vision/production_system/ http://www.futurelab.net/blogs/marketing-strategyinnovation/2007/02/how_toyota_became_the_most_inn.html http://books.google.com/books?id=7_67SshOy8C&printsec=frontcover&dq=toyota+production+system&source=bl&ots=YlXru8xczZ&sig=DJm OJlZzsbt9eluH0_hcukRnO-

A&hl=en&ei=vrq1S7jlHoTQtgO32qSCAw&sa=X&oi=book_result&ct=result&resnum=3&ved=0CBEQ6AEw Ag#v=onepage&q=&f=false http://www.toyota.com/recall/ http://www.toyoland.com/history.html