ounding, the Toyota Company was trying to contribute to a more prosperous society by means of manufacturing its automobiles and operating with a focus on vehicle production and sales (History of Toyota, n.d.). In the present time, the biggest Toyota competitors are the General Motors, the American automobile corporation, For Motors, the American company and Honda Motor Company, the Japanese automobile enterprise. The company is guided by the main principles, which are to honor the language and spirit of law of that country where it operates, contribute to the economic and social development through corporate activities, provides clean and safe products and to increase the quality of life through sustaining the high quality of the activities of company (Guiding Principles at Toyota, n.d.).
There is no other industry in the world that the automotive one with the largest volume, capital, employees and annual turnover. Therefore, history knows hundreds of companies which emerged in order to display the certain country or the world their own provision in such industry. Toyota Motor Corporation is among them, having the long history of its performing and the story in which it faced challenges that taught it how to become the best Asian product known in the global market. However, due to the severe competitiveness, the immediate, impending and invisible, and the wide range of offers that Toyota’s competitors are ready to provide to their customers, the company should always think of new strategies and ways of how to improve its performance in order to stay on the world leading position. The important strategic marketing objective of Toyota is to build sales by widening the market. Therefore, Toyota moved towards in its product branding from the corporate branding concept, presenting its Lexus as the outcome of this strategy.
As it is seen on the Figure 1, there is an increase in sales and production of Toyota vehicles since 2008 (Review of operations, 2014). Moreover,