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Report of Toyota moto corporation-international strategy - Case Study Example


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Report of Toyota moto corporation-international strategy

Strategy and structure Toyota’s Brand marketing strategy: Focal areas of brand marketing The market development strategy for Toyota’s brand is the cross-national marketing strategy. After realizing that it was losing a large portion of its national market, Toyota shifted towards marketing its products in Japan as well as internationally. The strategy was developed to blanket all countries with the products of Toyota Company. Among the international strategies employed by the company to ensure success in the production of vehicles and other products for the international market included the following (Toyota Motors, 2013). The strategic model included an establishment of high quality auto supplier networks across their functional centers. Secondly, the company developed employee motivation models that focused on construction of housing and the provision of entertainment facilities to the company’s employees and their families. This strategy was grounded in the company’s view that employees are among the critical factors of its productivity and competitiveness. Thirdly, the company engaged in webbing the dealers of the company, so that they had access to the necessary distribution channels (Toyota Motors 2013). The Toyota Company has developed different production divisions, but the centrality of the company’s operations has been upheld. These were necessitated by the diverse needs of the products produced by the company, including the luxury division of America, which supplies the American

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market and other countries with luxury cars while other divisions specialize in the production of economy-class vehicles. Therefore the strategy of the company is shaped by the company’s strategic factors and differentiated needs like environmental protection. For example, in the American market, the company expanded into the production of eco-cars, in response to the increasing demand for eco-friendly cars. The company has also responded to the need to produce differentiated products, in response to foreign specification diversity and the level of sales realized in the overseas markets. For example, the company channels most of its off-road vehicles to the markets of developing or underdeveloped nations, where roads are likely to be rough, compared to the markets of developed nations like the US (Toyota Motors, 2013). Strategic Model to Counter Competition Towards countering the threat of competition, the company – besides introducing new vehicles – engaged in the reorganization of its sales channels in the different markets. For instance, in the Japanese market, the company introduced the Lexus brand and also reorganized its sales models, in preparation for the changes anticipated in the future (Taylor, 2003). These changes include anticipated changes in customer values and the market structure of Toyota’s market. Among the changes, include the reestablishment of the five brand names channels of the company, including Vista, Toyota, Netz, Corrolla and Toyopet. Among the areas of reorganization, is the company’s development of new dealership networks for Lexus during 2005. The company introduced 150 new dealers of the Lexus brand. The company consolidated the Vista and Netz networks, during the spring of 2004, increasing its footing in the new market segment (Taylor, 2003). Increased Environmental and
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Toyota Motors International Strategy By Instructor Toyota Motors International Strategy Toyota Motors Company was established in 1937, and grew into the world’s leading car manufacturer. Throughout the history of the company, Toyota has faced different problems and issues, where it had to employ different strategies in order to achieve success…
Report of Toyota moto corporation-international strategy
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