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Toyota Marketing Audit

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Submitted By babyrocket
Words 6626
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Department of Marketing Management
COLLEGE OF ARTS AND SCIENCES
San Beda College Mendiola, Manila

Marketing Audit Report: Toyota Motor Philippines
Presented to
The Faculty of College of Arts and Sciences
San Beda College

For the Requirements in Practicum Part 2:
On Job Training Part 2
Bachelor of Science in Business Administration
Major in Marketing Management

September 17, 2013

Table of Contents Marketing Audit Report: Toyota Motor Philippines 1 San Beda College 1 Executive Summary 4 Introduction of the Organization 6 Situational Analysis 8 Market Share 9 Cash Flow Statement 10 Product Life Cycle 11 Market Summary 12 Demographic 12 Psychographic 12 Geographic 13 SWOT analysis Matrix 15 Marketing Strategy 16 Company Mission 16 Overall Marketing Objectives 16 Positioning 16 Marketing Mix 17 Product 17 Vehicles 17 Price 20 Promotion 21 Place 22 People 23 Process 24 Physical Evidence 24 Competition 26 Product Offering 28 Fuel Efficiency 28 Product Offering 28 SEDANS & HATCHBACK 28 CROSSOVER & SUVs 30 MPVs 32 VANS & PICK-UP 34 HYBRID CARS 36 Reliable 38 Toyota Care Program 39 Keys to success and critical issues 40 CRITICAL ISSUES 41 Conclusion and Recommendation 42 Recommendation 42 Bibliography 44

Executive Summary The Toyota story begins in the late 19th century, when Sakichi Toyoda invented Japan’s first power loom, which was to revolutionise the country’s textile industry. In January 1918, Sakichi founded the Toyoda Spinning and Weaving Company, and with the help of his son, Kiichiro Toyoda, he fulfilled his lifelong dream of building an automatic loom in 1924. Two years later, he established Toyoda Automatic Loom Works. Like his father, Kiichiro was

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