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Analysis of Toyota-Finalized

In: Business and Management

Submitted By mufirra
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Analysis of Toyota’s Marketing Strategy in the UK Market

This paper is explain regarding on Toyota automobile industry in UK market. The main focus is on their strength and weaknesses as well as how the company maintaining their competitive advantage.

Toyota is a car manufacturer that is the third largest manufacturer in the world. They are very inovative, customer oriented and well organized company. Eventhough Toyota is one of the main car manufacturer in the world, their market share in UK are not competitive. The strategic marketing objective is to increase sales by increasing the market for the product. Maintenance and implementation of the marketing objectives yields profit for the company. Toyota introduced relationship marketing to create brand loyalty for its product along with technical and financial support to the customer. Toyota is proceeding with its marketing strategy and already set up 227 dealerships across the UK.

Toyota is oriented to customer and product. Product development is always the foremost activity in Toyota, which eventually relates with Toyota’s customer focus and marketing orientation. A marketing orientation is the recognition by the organisation of the primacy of customer values in exchange and the focusing of organisational thinking and activities on exchanges with customers. Toyota believes there are four key things that should be in the core of a business function: i) Marketing is the number one priority of a company; ii) Putting customers view on top; iii) Investment on the future; iv) Patience. Considering all of these points, Toyota’s customer perception has moved from “cheap and reliable” to a “quality car at competitive prices”. This consumer-perception rewarded Toyota with a rise of market share over the past five years, together with a healthy rise in profit margins. The brand loyalty of Toyota has increased,

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