ghnessy in his “Competitive marketing: a strategic approach” wrote that “Marketing covers those activities that relate the organization to those parts of the outside world that use, buy, sell or influence the outputs it produces and the benefits and services it offers” (OShaughnessy, 1995). Marketing, in case of a global organization is influenced by several macro as well as micro environmental factors. Furthermore when a company decides to enter into a new market, it has to prepare a proper marketing plan. In this process all the external and internal factors that are likely to influence the company’s performance, are needed to be taken into consideration. This report includes a well structured marketing plan that can be used by a global organization for launching one of its products in a particular market. The chosen company is Toyota and the chosen product is the Prius car of the company. India is chosen as the target country where the product will be launched.
The Japan based Toyota is one of the largest automobile companies in the world. It’s headquarter is located in Tokyo. According to the information provided by the company in its main website, it was established in the year 1937. Currently the company employs almost 320,808 people throughout the world. The company is mainly known for automobile production and sales. Apart from car manufacturing, the company has its presence in the industries like financial service, housing, Marine, biotechnology etc. (Toyota-b, n.d.). Toyota’s total capital is found to be 397.05 billion yen. According to the company’s financial results, its total sales in the last financial year, was 20,529.5 million yen. In the financial year 2008-09 the company sold almost 1,945,000 cars in the home country and almost 5,622,000 cars in all the foreign markets (Toyota-a, n.d.). Major brands of the company include corolla, camry, land cruiser, prius, high lander, tundra etc. (Toyota, n.d.).Among these brands Prius is one ...
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