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Essay example - Strategic marketing management
Pages 3 (753 words)
STRATEGIC MARKETING MANAGEMENT Professor Date Strategic Marketing Management The bad publicity by the British press concerning Toyota’s quality has resulted in the need to introduce essential marketing principles to maintain clients. The first principle that the company has had to put in place in the United Kingdom is differentiation whereby the company has been able to develop a relationship between itself and the consumers in the United Kingdom market through the use of corporate symbols, such as the company logo (Chaston 2009)…
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This has been of great help in improving the reputation that the company has had in the market especially after the major recall of vehicles in 2010. The second principle that the company has put in place in the United Kingdom market is a functional business structure whereby the company has put in place different measures that will help in meeting the needs of the consumers (Chaston 2009). Some of the needs that Toyota has put in place in the United Kingdom include a corporate website for the consumers in the United Kingdom only, where they can ask questions and deliver any queries with regard to the products offered by the company. This has helped the company managers to understand the consumer behaviour in the United Kingdom, which they say is the most important factor in determining the competitive advantage of the company in the current market (Hulbert 2007). The company has also organized meetings where consumers are allowed to pass on any complaints or queries, which are to be dealt with within the company (Chaston 2009). ...
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