MARKETING STRATEGY
INTRODUCTION.......................................................................................................2 PART PART 1: Situation analysis: ● Customer analysis and target maret......................... maret...................................... ....................................2 .......................2 ● Com!etitor analysis........................................................................................." ● Industry analysis..............................................................................................# ● S$OT analysis................................................................................................% ● Re&ommendation........ Re&ommendation................. .................. ................. ................. .................. .................. ........................................1' ...............................1' PART PART 2: (areting !lan: ● (areting o)*e&ti+es........................................................................................1' ● (areting mi, strategies................. strategies.......................... .................. .................. ................. .....................................11 .............................11 ● A&tion !rograms - timeline................ timeline......................... .................. .................. ............................................12 ...................................12 CONCUSION.............. CONCUSION....................... .................. ................. ................. .................. .................. .................. .......................... ..............................1/ .............1/ R00R0NC0S..........................................................................................................1" APP0NDI............... APP0NDI........................ .................. ................. ................. .................. .................. .................. ................. ......................... ...........................13 ..........13
1
MARKETING STRATEGY
Analysis and evaluation of Toyota’s Toyota’s Marketing Strategy
Abstract
T4is T4is re!o re!ort rt is made made )ase )ased d on t4e t4e Toyota yota (oto (otorr 5iet 5ietna nam m Com! Com!an any y6 an international &om!any 7it4 many years o8 7oring in di88erent &ountries. T4is re!ort aims to identi8y t4e strengt4s6 7eanesses6 o!!ortunities and &4allenges 8a&ed )y Toyota oyota 5ietn 5ietnam am in )usiness )usiness.. Sin&e Sin&e t4en6 t4en6 t4e &om!any &om!any &an &4oose &4oose t4e maret mareting ing strategy6 media targeting t4e maret segment in 5ietnam. In addition6 said t4e re!ort also also e,!lai e,!lains ns t4e in8lue in8luen&e n&e o8 &ultur &ultural6 al6 so&ial6 so&ial6 !oliti !oliti&al &al and e&onomi e&onomi& & 7it4 7it4 Toyota oyota9s 9s )usiness a&ti+ities and along 7it4 suggestions 8or im!ro+ing and de+elo!ing )usiness a&ti+ities in 5ietnam. T4e !ro)lem t4at managers 8a&e is al7ays a 4ot to!i& in t4e )usiness o8 Toyota 5ietnam.
Introduction
Today6 Toyota9s automoti+e industry is gro7ing ra!idly in many &ountries around t4e 7orld. Under t4e de+elo!ment6 Toyota )e&omes one o8 t4e largest manu8a&turers in t4e 7orld. Only in uly 2'126 t4e &om!any 4as !rodu&ed 2'' million +e4i&les. In addition6 Toyota9s automoti+e industry in 5ietnam 4as &onsidera)le a&4ie+ements as !rodu&tion &a!a&ity is /36#'' +e4i⩽year;2 7oring s4i8ts6 o+er 163'' em!loyees< T4is s4o7s t4e remara)le de+elo!ment o8 Toyota in 5ietnam. =o7e+er6 during t4e 7orld e&onomi& &risis6 Toyota 5ietnam is 8a&ing many !ro)lems need to )e addressed. T4e 8ollo7ing re!ort )elo7 7ill loo at t4e 8a&tors a88e&ting t4e &om!any9s )usiness a&ti+ities. rom t4ere6 mae suggestions on mareting strategy to o+er&ome6 limiting t4e im!a&t o8 t4e 7orld e&onomi& &risis & risis 8or Toyota Toyota 5ietnam.
Part 1: Situational analysis: Customer analysis: Demand trends:
or many &ountries in t4e 7orld6 t4e rate o8 &ar use in 5ietnam is still lo7. =o7e+er6 7it4 t4e t4e &ont &ontin inuou uous s de+elo de+elo!m !men entt o8 e&ono e&onomy my and and 7it4 7it4 a youn young g !o!u !o!ula lati tion on stru stru&t &ture ure66 2
MARKETING STRATEGY
5ietnam is &onsidered t4e large &onsumer maret in t4e 8uture. In addition6 t4e demand o8 using automo)iles in 5ietnam is +ery di+erse. T4e +e4i&les on t4e maret today are a)undant 7it4 many di88erent models and many di88erent )rands su&4 as (er&edes6 Audi6 >($6 i8an6 C4ery... C4ery... In anuary 2'1/6 sales o8 5ietnam &ar maret rea&4ed %?%?6 u! #'@ &om!ared to t4e same !eriod last year. In8ormation a)o+e s4o7s t4at e+en t4oug4 t4e !er &a!ita in&ome in 5ietnam is still lo7 &om!ared to many &ountries in t4e 7orld )ut t4ere is a 4ig4 demand trends 8or !ersonal automo)ile use.
uying !attern:
or a ma*ority o8 !eo!le6 a &ar 8it t4e e&onomy is e,tremely im!ortant. A &ar 7it4 t4e a+erage selling !ri&e is al7ays t4e &enter o8 attention o8 many !eo!le. T4ese models are not only a88orda)le !ri&es )ut also 4a+e ad+an&ed te&4nology6 lo7 o!erating &osts and trendy. =o7e+er6 =o7e+er6 8or t4ose 7it4 4ig4 in&ome6 an e,!ensi+e lu,ury &ar is 74at t4ey are looing 8or. T4ere8ore6 t4e &ars in 5ietnam is also di+ided into 2 di88erent &ars are lu,ury &ars and ordinary &ar.
Potential consumers:
In t4eory6 !er &a!ita in&ome in 5ietnam is not 4ig4 and t4is !ro+es t4is is not t4e )ig &ar maret to &an meet t4e e,!e&tations o8 automaers. Anot4er &ause o8 &ur)ing t4e &ar maret in 5ietnam t4at is )y in8rastru&ture and ta, !oli&y o8 t4e state. T4ese are t4e )arriers )arriers &reated &reated !ressure on &onsumers. =o7e+er6 =o7e+er6 5ietnam 5ietnam is t4e &ountry 7it4 a large !o!ulation and a young !o!ulation stru&ture. (ost 5ietnamese !eo!le 7ant to 4a+e t4eir o7n &ar6 es!e&ially t4ose 7it4 middle-in&ome and 4ig4-in&ome. In t4e 8uture6 t4e !oli&y o8 t4e state to o+er&ome t4e trans!ort6 in8rastru&ture and !oli&ies to su!!ort t4e automoti+e industry 7ill 4el! 5ietnam )e&ome a ma*or auto maret. In ot4er 7ords6 !otential &onsumers in 5ietnam in t4e 8uture are 4ig4ly. T4is is also t4e main reason 74y Toyota Toyota de&ided to in+est in 5ietnam maret.
Segmentation Targeting " Positioning
● (aret Segmentation: At 5ietnam maret6 t4e !rodu&t o8 Toyota 8o&using on t4e maret segment o8 medium and 4ig4 le+el6 t4is maret in&lude t4ose 7it4 middle in&ome 3
MARKETING STRATEGY
and 4ig4 8inan&e 74o 7ant to get &om8ort in mo+ing. T4e !o!ular !rodu&ts o8 Toyota on t4e maret in&lude Camry6 Corolla6 Ino+a6 ortuner6 =ia&e and aris. 0a&4 !rodu&t o8 Toyota &arries a uniBue style and 8it on t4e intended use o8 t4e &onsumer. At 5ietnam6 Toyota 8o&uses mainly on demogra!4i& segmentation. ● Target (areting: In t4is re!ort6 !otential &ustomers o8 Toyota are !eo!le 7it4 middle in&ome and 4ig4 in&ome. T4ese !eo!le usually 7or in t4e 8ield o8 )usiness and o8ten mo+e to 7or 7it4 t4eir )usiness !artners. In addition6 t4ey are also 4a+ing t4e tri!s 7it4 8amily in t4e 7eeend. In 5ietnam6 to &reate o7n style and e,!ress t4emsel+es6 t4ey are 7illing to s!end a large sum o8 money to )uy t4emsel+es a !ersonal &ar. ● Positioning Strategy: Toyota is one o8 t4e !ioneers &om!anies in t4e esta)lis4ment o8 &ar assem)ly 8a&ility in 5ietnam. rom !ast to no76 no 76 Toyota Toyota al7ays get 4ig4 maret s4are in t4e &4ea! automoti+e industry in 5ietnam. =o7e+er6 to 8urt4er im!ro+e t4e maret s4are &om!ared to ot4er &om!etitors6 &om!etitors6 Toyota Toyota 4as ste!!ed ste!!ed into t4e lu,ury &ar segment 7it4 t4e )rand enus. Initially6 t4ey 7ill !ri&e t4eir !rodu&ts &4ea!er t4an &om!etitors to !arti&i!ate in t4e maret. T4en6 t4ey &reate a di88eren&e )y 4el!ing &onsumers &an test t4eir t4eir !rodu&t !rodu&ts s at t4e s4o7roo s4o7room. m. T4e !ositi !ositioni oning ng strate strategy gy o8 Toyota oyota aimed aimed at &ar manu8a&turers o8 (er&edes and >($6 t4e line lu,ury &ar get 4ig4 maret s4are in 5ietnam. Com!etitor analysis:
5ietnam maret is a !otential maret 8or t4e automoti+e industry. T4is e,!lains 74y 5ietnam 4as more &ar manu8a&turers in t4e 7orld *oin to maret. A8ter 5ietnam *oined t4e $TO6 t4e &om!etition is in&reasing in t4e maret. Currently6 Toyota 4as )ot4 dire&t &om!etitors in t4e domesti& and 8oreign. T4ere are t4ree )ig &om!anies dire&t &om!etitions 7it4 Toyota Toyota are: =onda (otors Com!any IA (otors Com!any ord (otors Com!any
4
MARKETING STRATEGY
=onda 4as )een !resent in 5ietnam 8or o+er 1' years and 4as &onstantly stri+e to get great trust 8rom &onsumers 5ietnam. or t4e motor&y&le in 5ietnam6 =onda maes u! ?'@ in ma*or &ities. In (ar&4 2''#6 =onda o88i&ially esta)lis4ed automo)ile 8a&tory in 5ietnam6 t4e !lant 4as a &a!a&ity o8 1'6''' ; year. T4e &urrent &ars o8 =onda on t4e maret in&lude Ci+i&6 CR-5 and A&&ord. 4tt!:;;777.4onda.&om.+n 4tt!:;;777.4onda.&om.+nEE IA (otors Com!any 7as 8ounded in 1?""6 is t4e 8irst automo)ile manu8a&turer at orea. IA is a mem)er o8 t4e =yundai-ia6 =yundai raned 8i8t4 in t4e 7orld in t4e num)er o8 +e4i&les sold in t4e maret in 2''%. ia is one o8 t4e &ar manu8a&turers 4a+e t4e 7orld9s 8astest gro7t4 rate. IA 4as 1/ manu8a&turing 8a&tory and assem)ly o8 automo)iles in % di88erent &ountries in&luding 5ietnam 7it4 an annual &a!a&ity o8 u! to 1.# million +e4i&les. Some o8 t4e !o!ular !rodu&ts o8 IA in t4e 7orld are Cerato6 Rio6 Carens6 S!ortage6 (orning6 Sorento6 Carni+al. 4tt!:;;777.truong4aiauto.&om.+n 4tt!:;;777.truong4aiauto.&om.+nEE ord 5ietnam 7as 8ounded in 1??# and o!ened assem)ly !lants at t4e =ai Duong !ro+in&e. !ro+in&e. T7o years later in t4e mont4 11;1??F6 11;1??F6 t4e !lant &a!a&ity 4as )een a&4ie+ed 1"6''' &ars !er year 7it4 si, !rodu&t lines are Transit6 Ranger6 0s&a!e6 (ondeo6 0+erest and o&us. $it4 o+er 1'' years o8 o!erating on t4e international maret and 1' years years in t4e 5ietnam 5ietnam maret maret.. ord ord 5ietna 5ietnam m 4as gro7n gro7n &ontin &ontinuous uously ly 8rom 8rom t4e Ft4 !osition on t4e maret 74en &om!any started o!erations in 5ietnam in 1??F6 ord 5ietnam 4as ra!idly de+elo!ed and at t4e end o8 2''"6 ord 5ietnam 7as raned se&ond in t4e maret 7it4 1"@ o8 maret s4are. 4tt!:;;777.8ord.&om.+n 4tt!:;;777.8ord.&om.+nEE
Industrial analysis: P#ST$#:
P0ST0 is a met4od o8 analyGing t4e elements o8 t4e )usiness en+ironment. T4is is an essential tool 8or o!erating and an d strategi& !lanning 8or t4e Toyota oyota Com!any. ● Politi&al - egal a&tors: 5
MARKETING STRATEGY
In t4e &onte,t &onte,t o8 t4e e&onomi& &risis in many &ountries &ountries around t4e 7orld in&lude 5ietnam. 0a&4 &ountryHs go+ernment 4as &arried & arried out !oli&ies to re&o+ery6 r e&o+ery6 !rote&ting and stimulating t4e im!ortant industry in&luding automoti+e industry. Toyota 4as in8luen&ed and 4as trou)le in t4e glo)al 8inan&ial &risis. >e&ause o8 t4is6 t4ey 4ad to as 8or a loan o8 a)o a)out ut 2 )il )illio lion n dol dollars lars 8rom t4e a! a!anes anese e go+ go+ern ernment ment.. oans 8rom go+ernment !oli&ies &an su!!ort t4e &ar &om!anies sur+i+e in di88i&ult times o8 8inan&ial &risis. In addition6 addition6 7it4 t4e e,!ort !oli&ies6 !oli&ies 6 Toyota 7ill get more in&enti+es 8rom t4e a!anese go+ernment. A)out !oliti&al6 di!lomati& relations )et7een a!an and 5ietnam is +ery good. T4is relations4i! is t4e )asis 8or t4e su&&ess o8 all t4e )usiness in 5ietnam 4as DI o8 a!anese a!anese su&4 as Toy Toyota. ota. In addition6 ta, !oli&y also su!!orts Toy Toyota ota de+elo!ment in 5iet 5ietna nam. m. or or e,am e,am!l !le: e: A&&ording a7 on Domesti& In+estment Promotion 1??#E6 &or!orate in&ome ta, e,em!tion or redu&tion in some years a8ter its esta)lis4ment &om!any in 5ietnam. Im!ort duty on &ars &om!onents 8or t4e domesti& automoti+e asse as sem) m)ly ly mu mu&4 &4 lo lo7e 7err 7i 7it4 t4 im im!o !ort rt du duty ty on au auto tomo mo)i )ile les. s. Jo+ernm Jo+ernment ent su!!ort su!!orts s in8rast in8 rastru&t ru&ture6 ure6 lan land d 8or 8or 8oreig eign n )us )usine inesses sses in+ in+est esting ing in 5i 5ietn etnam. am. Jo+ Jo+ernm ernment ent 4as esta)lis4ment o8 8unds to su!!ort and en&ourage in+estment in 5ietnam in t4e medium and long term. Toyota 4as &a!tured t4ese ad+antages to )e&ome t4e 8irst &ar &om!any to in+est in 5ietnam. In addition6 t4e nations o8 t4e 7orld in general and 5ietnam in !arti&ular also 4a+e legal !oli&ies to !rote&t t4e interests o8 domesti& automo)ile &om!anies. At 5ietnam6 !rote&tion !oli&y is t4e !oli&y )rings many )ene8its 8or Toyota. Toyota. One o8 t4e most o)+ious mani8estations o8 t4e !oli&y is t4e &ustoms )arriers against 7it4 im!orted im!orted automo)iles automo)iles.. or e,am!le: e,am!le: >e8ore anuary 1;1???6 im!orted &ars are ta,ed 1##@ ##@ im!ort duty6 1''@ e,&ise ta,E6 a8ter t4is time s4all )e )anned 8rom im!ort6 ta,a)le in 2''" u! to 1%'@ e,&luding +alue added ta,E. As a result6 &om!etition in t4e 5ietnam maret is +ery 7ea. T4e !ri&e o8 &ars assem)led in 5ietnam 7ill not )e a88e&ted )y t4e relations4i! )et7een su!!ly and demand. In su&4 en+ironment6 Toyota 4as !ossi)le long-term in+estment in 5ietnam.
6
MARKETING STRATEGY
● 0&onomi& a&tors: Toyota *oined 5ietnam 7it4 t4e aim o8 looing 8or ne7 marets. A&&ording to a re!ort innis4 ad+isory grou! Jlo)al Intelligen&e Allian&e JIAE6 5ietnam raned /rd in to! non->RIC emerging marets - 8or t4e 2'12 K 2'1F !eriods. 5ietnam 4as a total JDP a)out US 1/#."11 )illion 2'11 estimateE6 sur!assed t4e t4 e !e !err &a! &a!it ita a in in&o &ome me o8 lo lo77-in& in&om ome e gr grou ou!s !s o8 &o &ount untrie ries. s. 5i 5iet etna nam m is am amon ong g t4 t4e e &ountries 7it4 t4e domesti& maret leading gro7t4 in t4e 7orld6 an e&onomy 7it4 4ig4 gro7t4 in 7orld trade transa&tions 7it4 total e,!orts is USF2.'/ )illion 8.o.). 2'1' estimateE and total im!orts is USF?./F )illion 8.o.). 2''% estimateE. In addition6 5ietnam 4as t4e trust o8 many &ountries in t4e 7orld. T4is is re8le&ted )y t4e amount o8 8unding ODA !ledges F.?'# )illion USD 8or 5ietnam in 2'11E in 7orld e&onomi& &risis. T4ese &riteria and t4e num)ers a)o+e is a reasona)le )asis to Toyota to in+est in 5ietnam. ● So&ial a&tors: 5ietnam 4as a !o!ulation o8 o+er %# million !eo!le 4as al7ays )een t4e &ountry to attra&t 8oreign in+estment. Along 7it4 a large &onsumer maret6 4ig4 so&ial needs6 t4is is also a young maret 7it4 a)undant 4uman resour&es. So&ial 5ietnam tends to learn learn ne7 t4ings6 t4ings6 im!ro+ing im!ro+ing edu&at edu&ation ion.. rom t4at6 la)or la)or Bualit Buality y 4as im!ro+ im!ro+ed ed and de+elo!ment. o7 &ost o8 4uman resour&es e,!lains t4e in&rease o8 DI in 5ietnam automoti+e industry. Toyota 4as al7ays regarded t4e maret as a 8a&tor a88e&ting t4e &4ara&teristi&s o8 t4e !rodu&t. A multi-national &om!any su&4 as Toyota al7ays needs t4e !rodu&t di+ersity and !ri&es to suit t4e &ulture and so&iety o8 ea&4 !la&e. ● Te&4nology Te&4nology a&tors: Toyota also )ene8ited 8rom t4e !oli&y o8 resear&4 and te&4nologi&al de+elo!ment o8 t4e t4e a!a a!anes nese. e. urt4e urt4ermo rmore6 re6 t4e te&4nol te&4nologi ogi&al &al resear& resear&4 4 &oo!era &oo!eratio tion n )et7ee )et7een n go+ernment and t4e )usiness 7as al7ays su!!orted. T4us6 en+ironmental s&ien&e and te&4nology resear&4 in t4e &ountry 4a+e &reated 8a+ora)le &onditions 8or de+elo!ment o8 Toyota.
7
MARKETING STRATEGY
T4e 7orld9s automoti+e automoti+e industry industry in general and 5ietnam in !arti&ular !arti&ular are al7ays al7ays strongly a88e&ted )y te&4nology. T4is T4is 8or&ed Toyota Toyota 5ietnam to &onstantly sel8-study and a!!li&ation o8 modern te&4nologies in t4e !rodu&tion. T4e de+elo!ment and &4ange &onstantly 4el! Toyota Toyota get leading !osition in 5ietnam and 4a+e trust 8rom &onsumers. & onsumers. ● 0n+ironmental a&tors: 0n+ironm 0n+ironment ental al 8a&tor 8a&tors s in&lud in&lude e 7eat4e 7eat4er6 r6 geogra! geogra!4y 4y66 tsunam tsunamis6 is6 eart4B eart4Bua uaes6 es6 +ol&an +ol&anoes oes and all t4e natural natural &ondit &ondition ions s in t4e territ territory ory o8 ea&4 ea&4 &ountry &ountry.. I8 Toyota oyota interested in t4e en+ironment in !rodu&tion a&ti+ities and &reate en+ironmentally 8riendly !rodu&ts 7ill )ring trust and su!!ort 8rom &onsumers. or e,am!le: A&&ording Toyota9s Toyota9s Initiati+es on t4e 0n+ironment: -
0sta 0sta)l )lis is4i 4ing ng a lo7lo7-&a &ar) r)on on so& so&ie iety ty 0sta 0sta)l )lis is4i 4ing ng a re&y re&y&l &lin ing-) g-)ase ased d so&i so&iet ety y 0n+ironm 0n+ironment ental al !rote& !rote&tio tion n and esta)l esta)lis4 is4ing ing a so&iet so&iety y in 4armony 4armony 7it4 7it4 natur nature e
AnalyGing t4e e,ternal en+ironment P0ST0E 4el!ed identi8y ad+antages and di88i&ulties 8rom Politi&al6 egal6 So&ial6 Te&4nology and 0n+ironmental around Toyota Com!any at 5ietnam. Sin&e t4en6 a!!lying t4e strengt4s6 o!!ortunities to gro7 and a+oid t4e riss and t4reats 8rom e,ternal en+ironment. 0,ternal en+ironmental 8a&tors im!a&t to )usiness o!erations o8 Toyota. Toyota 5ietnam s4ould to regularly u!date6 &4ange and !lanning long-term strategies to o+er&ome and minimiGe t4e im!a&t 8rom t4e e,ternal en+ironmental. T4is 4el!s Toyota 5ietnam &an maintain maret s4are in t4e maret and in&rease de+elo!ment in t4e 8uture.
S%&T
Cor!ora Cor!orate te a!!rai a!!raisal sal S$OTE S$OTE is a met4odo met4odology logy to identi identi8yi 8ying ng t4e streng strengt4s t4s66 7eanesses6 o!!ortunities and t4reats in t4e automoti+e industry. Sin&e t4en6 Toyota &an mae de&isions and de+elo! mareting strategies. >ased on t4e S$OT analysis6 Toyota &an de+elo! t4eir strengt4s6 looing 8or o!!ortunities as 7ell as o+er&ome t4e 7eanesses and a+oid t4reats. STRENGTHS
WEAKNESSES 8
MARKETING STRATEGY ● Toyota ota 5ietna etnam m is t4e 8irs 8irstt &om &om!any !any ● T4e la7 at 5ietnam a!!li&a)le to t4e industry im!lementation o8 t4e lo&aliGation !ro&ess in
4as 4as many many loo!4 loo!4ol oles es &aus &ause e di88 di88i& i&ul ulti ties es 8or 8or
5ietnam.
automoti+e )usinesses in general and Toyota
● Prestigious )rand image and 4ig4 Buality
in !arti&ular.
● Toyota yota 5iet 5ietna nam m at t4e t4e 8ore 8ore8r 8ron ontt o8 t4e t4e
● Toyota 5ietnam 4as not yet esta)lis4ed t4e
o!ening o8 t4e 8irst automo)ile assem)ly !lant
&4anne &4annels ls o8 in8orm in8ormati ation on syste systems ms needed needed to
in 5ietnam.
su!!ort internal systems 7it4in t4e &om!any
● Strengt4s o8 Toyota is !rodu&ing 4ig4-Buality as 7ell as 7it4 &ustomers and dealers. &ars and a88orda)le.
● Some issues a)out t4e Buality o8 !rodu&ts
● T4e system distri)ution net7or !rodu&t all
&ause loss in &onsumer &on8iden&e as motor
o+er t4e &ountry.
+e4i&le rust6 un!leasant smell 74en motor get
● Consumers &an easily sear&4 8or t4e s!are
4ig4 s!eed.
!arts o8 Toyota at 5ietnam.
● T4e go+ernment not yet !ro+ides &onsistent !oli& !oli&y y and and en&o en&oura urage ge auto automo mo)i )ile le indu indust stry ry
● (aret &om!etition in 5ietnam is +ery 7ea
de+elo!ment at 5ietnam. THREATS ● Toyota yota under under !ressu !ressure re 8rom 8rom ot4er ot4er )rands )rands
)y !rote&tionist !oli&ies.
and t4e im!orted &ars 74en 5ietnam *oined
● A&&ording ing to t4e !lan6 )y 2'2'6 t4e
t4e $TO. Toyota9s maret s4are in 5ietnam
automo)ile industry in 5ietnam 7ill )e&ome an
maret 7ill also di+ide to ot4er )rands and t4e
im!ortant se&tor o8 t4e &ountry
im!orted &ars.
OPPORTUNITIES
● Toyota yota Bui& Bui&ly ly de+e de+elo lo! ! en+i en+iro ronm nmen enta talllly y ●
Car
8aulty
&ause
loss
o8
&onsumer
8riendly &ars. T4is is in a&&ordan&e 7it4 so&ial
&on8iden&e in 5ietnam. In 2'126 Toyota re&alls
needs.
#6/'' &ars to 8i, !o7er 7indo7 !ro)lem. !ro) lem.
● 5ietnam *oined t4e $TO is a !ositi+e sign
● 5ietnam &onsumers tend to use t4e !rodu&ts
signa signaliling ng a mar maret et de+e de+elo lo!m !men entt and and more more and and mode models ls 8rom 8rom ot4e ot4err )rand )rands s inst instea ead d o8 o!!ortunities in 5ietnam.
Toyota.
Re&ommendations: 9
MARKETING STRATEGY
● Toyota s4ould 8o&us on t4e study o8 t4e maret6 8reBuently o88ering ne7 !rodu&ts to attra&t and meet t4e &onsumersH needs. ● Toyota needs to im!ro+e !rodu&t Buality6 8i, errors in t4e !rodu&tion !ro&ess. In addition6 sta88 and sales ser+i&e system also s4ould )e im!ro+ed to en4an&e re!utation 7it4 &onsumers. ● Toyota also s4ould !ay attention to t4e en+ironment6 to !romote t4e de+elo!ment o8 en+ironmentally 8riendly !rodu&ts. In addition6 Toyota 7ill also need *oin !arti&i!ate in so&ial a&ti+ities at 5ietnam. T4is is a solid dire&tion d ire&tion 8or 8uture o8 Toyota Toyota (otor 5ietnam.
Part ': Marketing !lan Marketing ob(ectives:
T4e T4e o)*e& o)*e&ti ti+e +es s o8 Toyota yota in t4e t4e ne,t ne,t 12 mont mont4s 4s are are )ase )ased d on S(AR S(ART T o)*e o)*e&t &ti+ i+es es S!e&i8i&6 (easura)le6 A&4ie+a)le or Agreed6 Realisti& and Time-relatedE. A&&ording to t4e t4e situ situat atio iona nall analy analysi sis s o8 Toyota yota 5iet 5ietnam nam66 t4ere t4ere are are t4re t4ree e o)*e o)*e&t &ti+ i+es es need need to a&4ie+ement. ● O)*e&ti+e 1: In&rease )rand a7areness among ?'@ o8 !otential &ustomers o8 Toyota Toyota in t4e 8irst 3 mont4s. ● O)*e&ti+e 2: In&rease retail sale in 5ietnam maret u! to 2'@ 7it4in ne,t 3 mont4s. ● O)*e&ti+e /: In&rease t4e maret s4are added 1'@ )y t4e end o8 year. T4e o)*e&ti+es a)o+e are &lear6 s!e&i8i& and measura)le. In addition6 t4ese goals are realisti& o)*e&ti+es )e&ause Toyota is a )ig &om!any and t4e oldest at 5ietnam in t4e automoti+e industry. T4ey are eligi)le and resour&es to a&4ie+e t4ese o)*e&ti+es. $it4 t4e gro7ing e&onomi& situation in 5ietnam and 7it4 Toyota Com!any resour&es6 t4ese goals &an 8ully &om!leted 7it4in one year. =o7e+er6 Toyota needs t4e s!e&i8i& s&4eduling to monitor and ensure t4e im!lementation o8 t4e !lan. An e88e&ti+e strategy 7ill 4el! Toyota Toyota a&4ie+e t4ese o)*e&ti+es.
10
MARKETING STRATEGY Marketing mi) for Toyota:
An e88e&ti+e strategy is o8ten )uilt on t4e )asis o8 t4e mareting mi,: Produ&t6 Pri&e6 Pla&e6 and Promotion. ● Produ&t: Toyota in 5ietnam is no7n as a lo7-&ost &ar. T4e !rodu&ts o8 Toyota also are di+erse and ri&4 in +ariety and style. =o7e+er6 to de+elo! and im!ro+e maret s4are in 5ietnam6 Toyota s4ould 4a+e a !lan to de+elo! t4e !rodu&t line to use &lean 8uel >utanol 8uel6 0t4anol 8uel
MARKETING STRATEGY
o8 in8ormation systems6 t4e ser+i&e to su!!ort &onsumers and s4o7 t4e &om!any9s 7arranty !rogram. T4is 7ill 4el! )uild &ustomer & ustomer loyalty 7it4 Toyota.
Action !rograms
To a&4ie+e t4e o)*e&ti+es set out6 &om!any &om!an y s4ould !er8orm t4e 8ollo7ing ste!s: 1E Im!ro+e Im!ro+e t4e Buality Buality o8 &urrent &urrent !rodu&tion !rodu&tion systems systems !lant !lant 2E Im!ro+i Im!ro+ing ng t4e Buali Buality ty o8 4uman 4uman resour& resour&es es /E 0,!and 0,!and !rodu&t !rodu&t distr distri)u i)utio tion n &4annels &4annels
Conclusion
At 5ietnam maret6 Toyota Toyota 4as still al7ays )een a great gr eat )rand )ra nd and a nd get 4ig4 maret s4are in t4e automoti+e automoti+e industry. industry. >ut no76 due to go+ernment go+ernment !oli&ies and de+elo!ing de+elo!ing e&onomies 4as mae a!!eared many &om!etitors in t4e maret. So Toyota is 8a&ing 12
MARKETING STRATEGY
many di88i&u di88i&ulti lties es in de+elo de+elo!ing !ing.. T4is T4is re!ort re!ort in&lud in&ludes es a num)er num)er o8 !ro!osa !ro!osals ls in t4e mareting strategy to 4el! Toyota in&rease maret s4are in 5ietnam and &on8irmed t4eir !la&e in t4e 8uture.
13
MARKETING STRATEGY
*eferences
(al&olm lynn 2'12E Toyota: Toyota: FF ears6 2'' (illion 5e4i&les 5e4i&les LonlineM. A+aila)le 8rom: 4tt!:;;777.t4emotorre!ort.&om.au;#"3#?;toyota-FF-years-2''-million-+e4i&les 4tt!:;;777.t4emotorre!ort.&om.au;#"3#?;toyota-FF-years-2''-million-+e4i&les LA&&essed 2# (ar&4 2'1/M Autonet 2'1/E Car maret '1;2'1/ in&reased #'@ &om!ared to '1;2'12 LonlineM. A+aila)le 8rom: 4tt!:;;autonet.&om.+n;tintu&;2'1/'2;T4i-truong-,e-'12'1/-tang-#'-so4tt!:;;autonet.&om.+n;tintu&;2'1/'2;T4i-truong-,e-'12'1/-tang-#'-so+oi-'12'12-2222'2F; +oi-'12'12-2222'2F; LA&&essed 2# (ar&4 2'1/M =onda.&om.+n n.d.E Jeneral introdu&tion LonlineM. A+aila)le 8rom: 4tt!:;;777.4onda.&om.+n;+n;gioi-t4ieu;gioi-t4ieu-&4ung; 4tt!:;;777.4onda.&om.+n;+n;gioi-t4ieu;gioi-t4ieu-&4ung; LA&&essed 2# (ar&4 2'1/M Truong4ai Auto n.d.E IA (otors Com!any Com!an y LonlineM. A+aila)le 8rom: 4tt!:;;777.truong4aiauto.&om.+n;,etai;inde,.!4! o!tionQ&om&ontent+ie7Qarti&leidQ1ItemidQ"?langQ+i o!tionQ&om&ontent+ie7Qarti&leidQ1ItemidQ"?langQ+i LA&&essed 23 (ar&4 2'1/M ord.&om.+n n.d.E Com!any =istory =istor y LonlineM. A+aila)le A+aila)le 8rom: 4tt!:;;777.8ord.&om.+n;a)out;&or!orate-in8o;8ord-+ietnam 4tt!:;;777.8ord.&om.+n;a)out;&or!orate-in8o;8ord-+ietnam LA&&essed 23 (ar&4 2'1/M onat4an So)le 2''?E 2' '?E Toyota Toyota sees 2)n &risis loan LonlineM. A+aila)le 8rom: 4tt!:;;777.8t.&om;intl;&ms;s;';e""2&3'3-'F))-11de-%a//-''''FF?8d2a&.4tml LA&&essed 23 (ar&4 2'1/M anta )rand 2''3E Automo)ile industry 5ietnam LonlineM. A+aila)le 8rom: 4tt!:;;777.lanta)rand.&om;&at1ne7s22F".4tml 4tt!:;;777.lanta)rand.&om;&at1ne7s22F".4tml LA&&essed 2F (ar&4 2'1/M
14
MARKETING STRATEGY
T4e i)rary o8 Congress Country Studies CIA $orld a&t)oo 1??"E a!an 0,!ort Poli&ies LonlineM. A+aila)le 8rom: 4tt!:;;777.!4otius.&om;&ountries;*a!an;e&onomy;*a!ane&onomye,!ort!oli&ies.4tml LA&&essed 2F (ar&4 2'1/M Par.org 1??"E 5ietnam legal LonlineM. A+aila)le 8rom: 4tt!:;;!ar.org;T4ailand;(oreA)outAsia;+nin8o;do&s;t123.4tml 4tt!:;;!ar.org;T4ailand;(oreA)outAsia;+nin8o;do&s;t123.4tml LA&&essed 2F (ar&4 2'1/M Jlo)al Intelligen&e 2'12E "3@ >enelu, Com!anies oo to 0merging (arets 8or Jro7t4 LonlineM. A+aila)le 8rom: 4tt!:;;777.glo)alintelligen&e.&om;insig4ts 4tt!:;;777.glo)alintelligen&e.&om;insig4tsanalysis;)ulletins;"3-)enelu,-&om!anies-loo-to-emerging-marets-8or- analysis;)ulletins;"3-)enelu,-&om!anies-loo-to-emerging-marets-8or LA&&essed 2% (ar&4 2'1/M Jlo)al inan&e n.d.E 5ietnam Country Re!ort Re!or t LonlineM. A+aila)le A+aila)le 8rom: 4tt!:;;777.g8mag.&om;gd!-data-&ountry-re!orts;1"3-+ietnam-gd!-&ountryre!ort.4tmla,GG2OR>RP8 LA&&essed 2% (ar&4 2'1/M 5ietnam Plus 2'1'E 5N gets nearly % )illion USD in 2'11 ODA !ledges LonlineM. A+aila)le 8rom: 4tt!:;;en.+ietnam!lus.+n;=ome;5N-gets-nearly-%-)illion-USD-in-2'114tt!:;;en.+ietnam!lus.+n;=ome;5N-gets-nearly-%-)illion-USD-in-2'11ODA-!ledges;2'1'12;1"#%/.+n!lus ODA-!ledges;2'1'12;1"#%/.+n!lus LA&&essed 2? (ar&4 2'1/M Toyota Jlo)al n.d.E 0n+ironmental Res!onsi)ility LonlineM. A+aila)le 8rom: 4tt!:;;777.toyota-glo)al.&om;sustaina)ility;en+ironmentalres!onsi)ility; 4tt!:;;777.toyota-glo)al.&om;sustaina)ility;en+ironmentalres!onsi)ility; LA&&essed 2? (ar&4 2'1/M T4an4 Nien Ne7s 2'12E Toyota oyota re&alls #6/'' &ars & ars to 8i, !o7er 7indo7 !ro)lem LonlineM. A+aila)le A+aila)le 8rom: 4tt!:;;777.t4an4nienne7s.&om;inde,;!ages;2'121'1?-toyotare&alls-#/''-&ars-to-8i,-!o7er-7indo7-!ro)lem.as!, re&alls-#/''-&ars-to-8i,-!o7er-7indo7-!ro)lem.as!, LA&&essed 2? (ar&4 2'1/M 15
MARKETING STRATEGY
16
MARKETING STRATEGY
APP#+DI,:
Marketing mix (4P)
17
