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MKG201 Assessment 2 Group Project

This document provides a marketing plan for the Toyota Landcruiser Prado in Papua New Guinea. It includes a SWOT analysis, discussion of target markets, competitive advantages, product mix, pricing strategy, distribution channels, and an integrated marketing communications plan. The objectives are to increase market share against competitors by promoting the genuine quality brand to middle-income earners and positioning the Landcruiser Prado as a value option. References are included.

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Haro Posa
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215 views12 pages

MKG201 Assessment 2 Group Project

This document provides a marketing plan for the Toyota Landcruiser Prado in Papua New Guinea. It includes a SWOT analysis, discussion of target markets, competitive advantages, product mix, pricing strategy, distribution channels, and an integrated marketing communications plan. The objectives are to increase market share against competitors by promoting the genuine quality brand to middle-income earners and positioning the Landcruiser Prado as a value option. References are included.

Uploaded by

Haro Posa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MKG201 ASSESSMENT

3 GROUP
PRESENTATION
TOYOTA LANDCRUISER PRADO
Target Market
SWOT ANALYSIS
STRENGTHS WEAKNESS OPPORTUNITIES THREATS

• Genuine Quality Brand • Expensive • Make Average income • New entrants in the
• 7th in overall ranking in • Aimed only for the earners to purchase same segment with
World Automotive High Class Papua New product better features and
Industry Guinea • Penetrate and Dominate lower price.
• Provides Best features • Strong competition in the PNG market • Brand perception may
in class for an off- the SUV segment means • Acquiring defer customers to buy a
roader low market share collaborations with low priced car
• Manual and 4Wheel automobile business
MARKETING OBJECTIVES
 COMPETITIVE ADVANTAGE
Global Presence: Toyota sale and operates in more than 190 countries globally with an array of the
strong product portfolio. It manufactures automobiles and its related spare parts through 50+
overseas manufacturing companies in more than 28 countries worldwide.
 COMPETITIVE ANALYSIS
The automotive market is overcrowded with a large number of automotive companies eating up
each other’s market share.
 MARKET ANALYSIS
Unpredicted oil prices, currency exchange rate, increasing the bargaining power of customers and
suppliers, rising labor costs, rising infrastructure costs, and government regulations are some of the
factors affecting the operation of the companies in the automotive market.
 CUSTOMER ANALYSIS
Customers of Toyota are from age groups of 30- 50 years. Toyota focuses middle-income group
customers and produces value for money automotive vehicle.
Position strategy

 Low-price strategy
A lower price strategy may require compromises in product quality or
to reduce the range of offerings.

 High-price strategy
Consumers perceive products with higher prices as having superior
quality and are worth the price.
Describe the product mix
• Toyota offers a full line of cars for sale, from family and sportive ones, to minivans, buses,
and trucks.
• The product mix of Toyota consists of sedans, coupes, hybrids, vans, SUVs, and trucks.
• The width of Toyota’s product mix is quite considerable.
• Product line length is several different models in a product mix: Prius, Avalon, Corolla,
Camry, Lexus, RAV4, Land Cruiser, Tacoma, Tundra, Scion and others.
 An example of Toyota’s product mix could be the possible variants of Land cruiser
Prado model (GX, GXL, VX, and KAKADU).
Service strategy for the product

• Recruit and train the right people


People with the right attitude are essential to building a successful customer service approach.
• Recognize the Importance of Customer Loyalty
Loyal customers are active advocates of your organization, and they also tend to be more
profitable, more interested in helping you improve your products and services, and more
forgiving of your occasional mistakes
• Welcome customer Complaints
Another great customer service strategy emerges and is based on the idea of better utilizing
customer complaints. Complaints are free market research; therefore, they should be welcomed.
Distribution channel strategy

 Toyota must use advertising as the main tactic to promote its


products especially to those who have the means to buy but are not
aware of the product specifications.
 This marketing mix also involves sales promotion, usually through
special offers, discounts, and trade-ins.
Formulate a corresponding pricing
strategy for this product.
 Toyota must use effective pricing strategies to sell their products in a
competitive marketplace so they can make a profit. Business
managers need to consider a range of factors, such as prices offered
by competitors, costs for production and distribution, product image
positioning in the minds of consumers, and determining the
demographics of potential buyers. Thus, can consider the customers
buying behaviour.
IMC Strategy
 Traditional and online earned media
 Advertising
 Online marketing including email marketing
 Content marketing and social media marketing
 Thought leadership
 Industry/Brand specific strategies
 Project timeline including deliverables and specific tactics
 Measurement and reporting
MARKET PLAN EVALUATION

 The market is dominated mainly by Ela Motors, with competition from Used Car
dealers and Imported Cars from Japan and other major competitors including
NiuFord, PNG Motors and Boroko Motors. The market evaluation plan is to
partner with trusted genuine quality brands and Retailers to get rid of used car
dealers and imported counterfeit vehicles.
Reference
 • UKEssays. (November 2018). Integrated Marketing Communication Plan For
Toyota Motors. Retrieved from
https://www.ukessays.com/essays/marketing/integrated-marketing-
communication-plan-for-toyota-motor-corporation-marketing-essay.php?vref=1
 • Hutt, MD & Speh, TW 2013, Business Marketing Management, 11th edn,
Cengage Learning, USA.
 • Kolter, P, Armstrong, G, Adam, S, Denize, S & Stewart, A 2012, Principles of
Marketing, 5th edn, Pearson Education, Frenchs Forest, NSW, Australia.

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