Contents

EXECUTIVE SUMMARY.........................................................................................................................2
TOYOTA`S MISSIONARY STATEMENT...............................................................................................2
INTRODUCTION.......................................................................................................................................3
COMPANY GOAL.....................................................................................................................................3
SMITHS SOSTAC MARKETING PLANNING MODEL.....................................................................4
SITUATIONAL ANALYSIS................................................................................................................4
STRENGTHS.....................................................................................................................................4
WEAKNESSES...................................................................................................................................5
OPPORTUNITY................................................................................................................................5
THREATS..........................................................................................................................................6
OBJECTIVES....................................................................................................................................6
STRATEGY.......................................................................................................................................6
TACTICS...........................................................................................................................................7
ACTION.............................................................................................................................................8
CONTROL.........................................................................................................................................8
RECOMMENDATION.............................................................................................................................9
CONCLUSION.........................................................................................................................................10
Appendix...................................................................................................................................................11

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EXECUTIVE SUMMARY
Detailing and execution in promotion of the marketing strategy is to deliver an evenly and
concise message across the country and build up upon the objectives and strategies which are
identified basically not only through market research but also through situational analysis. This
could be upgraded by the development of a marketing plan, company positioning strategy which
is able to aid in mutating certain circumstances and to increase company reach. It is to be
ascertained the fact that certain tactics in the market should be researched separately and
developed certain strategic implementation to mitigate the available harshness in the available
market. The company selected in the above context on regard to marketing plan would be the
Toyota company where an insight would be given on regard to the task which is inorder to create
a digital marketing plan for Toyota to help support the companies’ growth objective, with a
special focus on the digital considerations to help the company in their decision-making
processes.

TOYOTA`S MISSIONARY STATEMENT

Discussion in relation to the Toyotas Mission it is basically to provide the consumers with a safe
and sound journey. In the meantime, Toyota is being engaged in developing new technologies
from the aspect of energy saving and diversifying certain sources of energy. Besides the main
altercations that Toyota has under its missionary management is to create a prosperous society
and a clean world. Besides that, statement the missionary statement of Toyota could be explained
as follows, it basically defines the purpose of the organization and its primary objective to
provide and focus on safeguarding one’s journey. Ultimate target is to focus on safeguarding the
environment. Besides discussion on the vison of the organization it is basically. (Taylor, 2018)

2
INTRODUCTION
Toyota Motor Corporation is a player in the car sector. For automakers, the previous five years
were turbulent. Smaller, more fuel-efficient automobiles are becoming increasingly popular
among customers because of rising gas prices and increased environmental concerns. Some
automakers responded to the shift by widening their product lines to include hybrid electric
motor cars and growing their small-car lineups. Other automakers were less eager to switch their
attention from large to compact automobiles because they believed that the cost of fuel would
ultimately decline, luring buyers back to the big-car camp. The US financial crisis that was
wreaking havoc on the world economy was the reason why fuel prices did decline in the second
half of 2008. (Taylor, 2018) This caused a chain reaction that affected both the developed and
developing worlds, with several Western countries going into recession after the United States.
About 15.4% less was made by the industry in 2009. The sector's predicted 2.1% revenue
increase in 2013 which would raise total industry sales to an estimated $2.3 trillion—will be
aided by unmet demand. In general, it is anticipated that the industry would see average growth
of 2.2% per year during the five years leading up to 2013. The BRIC nation’s expansion over the
previous five years has bolstered output. The demand for automobiles in these nations increased
as income levels rose. Additionally, to access these markets and take advantage of low-cost
production, Western automakers relocated their production operations to BRIC nations. So now
Toyota is planning on creation of a new marketing plan in order to extend through its
digitalization aspect of the market.

COMPANY GOAL
The company has been committing itself to bringing certain new alternatives for each model
which is sold on the market elsewhere. The new action plan which was implanted under the
situational analysis in establishing a new firm in an urban area making new affirmation in the
current context. However, Toyota has been since developing and improving its standards and the
market extent in USA where they are mainly focusing on six different key areas which are the
environment management, changes in energy and climate, the quality of Air, and the aspect of
recycling and social corporation which is a well factor. The company also on the other side plays
a great role in environmental protection and ensuring economic values through market
progression which will be clearly stated in the below context. The environment action plan 2011
3
clearly withholds its facts where it enlists the set of facts.
One of the finest automakers in the world is undoubtedly Toyota. Despite producing cutting-edge
automobiles for almost a century, the Japanese multinational automaker has done a great job of
maintaining its position. In terms of revenue in 2019, Toyota ranked as the tenth-largest
company in the world. Toyota is only one example of how the Japanese pride in their high-
quality goods can be observed everywhere. Even the noise made when the automobile doors
open and close is measured to reach accuracy. To ensure a superbly built car, skilled
professionals completely undertake vehicle inspection apps as details are attentively examined.

SMITHS SOSTAC MARKETING PLANNING MODEL

SITUATIONAL ANALYSIS
STRENGTHS
The planning tasks required at this stage include doing a SWOT analysis specifically for the
digital sector and analyzing the many facets of the microenvironment, including clients, rivals,
and intermediaries. Analyzing a situation also entails looking at the whole surroundings. One of
the most well-known brands in the world, Toyota has a wealth of expertise in the production of
automobiles that cannot be overstated. (Chaffey, 2022) One of the company's advantages is its
extensive product line, which offers clients a variety of options based on their interests and
lifestyles. Toyota has an innovative assembly process that makes its goods both cost-effective
and effective. Based on statistics from 2018-unit sales, Toyota is the largest automaker in the
nation and the second largest globally, only behind Volkswagen. This is thanks to its foreign
growth. The business leverages cheap costs to acquire a competitive edge in the market against
American rivals like General Motors or Ford. In the 1980s, it was a successful marketing
approach to get into the US market. Toyota used lean production, careful supplier management,
effective distribution, and low service costs for high-quality goods to accomplish the cost
leadership plan. Toyota's reputation and popularity among customers grew throughout time
because of its high quality and effectiveness. (Chaffey, 2022)

4
WEAKNESSES
The three key areas where Toyota falls short are its hierarchical organizational structure, the
consequences of product recalls, and its culture of secrecy. First off, Toyota's worldwide
hierarchical organizational structure may limit the amount of flexibility that regional operations
can have. (Chaffey, 2022) The Toyoda family, the company's founders, has a long tradition of
serving as presidents, and the board of directors, whose chairman are closely linked to the
family, makes the most significant decisions. Decisions may be less flexible as a result,
particularly in a multinational organization. This structure leads to a culture of secrecy inside the
organization, which is a vulnerability that slows down reaction times in cases of emergency or
unanticipated difficulties. Massive product recalls also hurt the brand's reputation. More than 20
million vehicles have been recalled by Toyota since 2009, which has weakened the production
line because time and resources may be allocated for distribution instead.

OPPORTUNITY
Toyota vowed to be environmentally friendly and to find a means to produce better engine
emissions as part of its corporate social responsibility. With the assistance of environmental
organizations, this action enhanced the company's brand image in the eyes of the public while
promoting its products. Toyota has the potential to invest in solar energy, which is consistent
with the trend toward electric vehicles. Toyota has several opportunities to regionalize and focus
its global operations, which can improve its international operations. Additionally, the risky
technological investment and current automotive innovation skills will present a chance to
outperform rivals in the market. Toyota has declared its intention to develop a model city of the
future in Japan at the foot of Mount Fuji. It will be a green energy environment called the Woven
City and run-on hydrogen fuel cells. This presents Toyota with the chance to become a future
inventor rather than merely an automaker. (Chaffey, 2022)

5
THREATS
As a multinational firm and a market leader, Toyota faces intense competition on a worldwide
scale. (Chaffey, 2022) Every year, competitors release new products and technology, and the
business must stay up with the rapid rate of global technological advancement. High-aspiration
new players, like Tesla, can significantly lower customer demand for the brand's goods. Risks
associated with novel scenarios involving raw resources like gasoline, glass, steel, and rubber
have an impact on the product's pricing. Features and customer service must be regularly
modified to match evolving requirements. The US, Europe, and Pacific economies all appear to
be slowing down, which lessens demand for autos. Smaller markets result in smaller profit
margins, which puts the company's financial stability at risk. Global events have a significant
impact on international competitive operations because of Toyota's overall position in the
industry. Despite being inevitable, this poses a serious threat now and for a long time to come
specially in the US Market (Chaffey, 2022)

OBJECTIVES
Specifically stated financial goals for the use of digital channels, such as estimates of sales
volumes and cost savings, might be included in this. (Chaffey, 2022)

STRATEGY
The objectives for the many decision points discussed in this chapter, such as proposition
generation, segmentation, and targeting, (Hudson, 2022)

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TACTICS
Toyota has used many different promotional strategies to elevate the sales density. Toyota
subsidiary has adopted this through different ways which are advertising through media channels
of USA which cost a substantial financial expense, through flyers, television, Internet, and
brochures of various kind to have insight of what kind of market is Toyota is up to when
introducing. It has been informed by the mother company that advertising does play a major role
in promotion of a company where financial cost does not to be less considered during execution
of a company’s establishment. Catchy slogans are one tip which is used to draw attention to the
customers in inviting into the business. One of the newest slogans in SA was the new tagline
brought in which is `moving forward. Toyota in the other hand uses personal selling techniques
for promotion of the technique. To build up a positive image for the Toyota which is already
preexisting is created due to the public relations and dedication to the environmentally friendly.
This ultimately creates a positive image for the company. Besides Special deals usually are
offered to customers to create beneficial interest within the company. This visualizes the fact that
Toyota could use tactical strategies to elevate the business market. Also, the new business could
adopt in promotion of brand of its product where social networking seems to be beneficial factor
on social media. The more followers the company possess, the more interest the customers to
tend to have on the company. It is a thriving task to gain such a well factor unless this is very
succeeding. To maintain interest on social media customer loyalty and communication should be
maintained.

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ACTION
Strategic Approach for Increasing Profit
Based on the consumers who buy its products, the car sector enjoys a sizable market share. Due
to everyone's desire to gain a piece of the market, it is for this reason that the market is so
competitive. Every organization wants to maximize profits. Toyota needs to develop numerous
strategic plans to boost its profitability. One of them is developing a good rapport with the
suppliers. (Hudson, 2022) The business frequently puts a lot of strain on the suppliers according
to its Justin Time manufacturing strategy. This can have a long-term impact on the company's
chances for financial success. Building trust with the suppliers will guarantee that they deliver
high-quality goods. They do this because they want to stay employed by the company for as long
as they can. (Bowen, 2011). When the relationship between these two parties is not
advantageous, suppliers occasionally have a propensity to increase the price of raw materials.
Low costs because of favorable prices boost the chance of profitability. The company must also
adhere to any rules set forth by the government and other relevant bodies. Most of them are
related to environmental protection and vehicle safety. The business must call back any
automobiles that don't reach the necessary level. If these conditions are not satisfied, heavy fines
may be imposed. When the amount of earnings are decreased, this results in a higher fee.
(Hudson, 2022)

CONTROL
Any firm can tell you that expanding market share is not an easy feat. Toyota needs to set up certain
strategic methods to achieve this. Making limited edition autos would be one of these strategies. These
are the kinds of cars that only appear once in a lifetime. Such things will always be in high demand from
consumers. This is thus since most of them value individuality and choose seldom available goods. Since
many customers will be anticipating these events, the component fosters loyalty. To find out when these
items are accessible on the market, they often stay informed about the business' activities. As a result, the
business grows its market share since these deals will draw in more customers from its rivals. (Bell &
Morse, 2008). Any firm can tell you that expanding market share is not an easy feat. Toyota needs to set
up certain strategic methods to achieve this. Making limited edition autos would be one of these
strategies. These are the kinds of cars that only appear once in a lifetime. Such things will always be in
high demand from consumers. This is thus since most of them value individuality and choose seldom

8
available goods. Since many customers will be anticipating these events, the component fosters loyalty.
To find out when these items are accessible on the market, they often stay informed about the business'
activities. As a result, the business grows its market share since these deals will draw in more customers
from its rivals. (Hudson, 2022)

RECOMMENDATION
Toyota should keep making deliberate efforts to improve its management structure and increase
overall company value. Toyota should prioritize business and cost structure adjustments as
urgent objectives to create a strong management foundation and enable swift responses to the
shifting market conditions. Nkomo, T. (2013) Toyota should specifically maintain a streamlined
structure by lowering fixed expenses and expanding its operations in well-established markets in
industrialized nations. By carefully and methodically monitoring market circumstances in
individual regions and introducing goods tailored to the specifics and requirements of each
market, Toyota should hasten the growth of its business into the quickly developing emerging
countries. To achieve optimal product price and delivery, Toyota should also work to build
production and supply structures. Additionally, the company should improve the value chain to
offer a wide range of client services in every nation and area. Toyota ought to think about giving
Lexus top billing in the Chinese market. It will then be able to compete with other automakers in

9
the premium market. Nkomo, T. (2013) By expanding its production facilities in Asia, Toyota
will be able to provide more affordable delivery options and be closer to consumers in growing
markets. To give engineers more control over how specific consumer wants is addressed in the
design and development of a new automobile, Toyota should also eliminate layers of middle
management.

CONCLUSION
You may let the entire production system take the steps required to get there once a firm can
identify the direction in which it should move, and the path is appropriate. That is how Toyota
achieves its status as the pride of Japan and a leader in the automobile industry step by step with
a long-term plan. Despite having over a century of invention under its belt, Toyota continues to
set new standards. Toyota is one of the leading manufacturers in the world where efficient
management does play a very vital role, where carrying business operation in USA is not easy.
So, the strategy which is brought has ultimately created several branches for distribution activity.
This marketing plan has caught up almost a bunch of sectors around and has also provided
certain opportunities around. However, the marketing plan does bring up the fact that they
support both low income and high-income earners in beneficiating through the prices. It has been
evident that other strategic processes do aid in developing the business such as advertising
techniques. The more the company do thrive in the introduction of limited-edition vehicles it
basically aids in increasing the market share. This automatically aids in value creation as well.

10
Appendix

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