product sample 2b.doc

7/27/2019 Product Sample 2B.doc

1/15

INDIVIDUAL ASSIGNMENT 2b

MARKETING PLAN

MC088 MBA

BUSM 1534 MARKETING FOR MANAGERS

4thOctb!" 2012

AUT#OR$

%"& c'(t$ 1)2*


2/15

BUSM1534 Marketing for Managers

1.Toyota Camry SWOT Analysis .....................................................................................22. Segmentation, Targeting an !ositioning .....................................................................3

2.1 Market Segmentation.................................................................................................42.2 Targeting...................................................................................................................."2.3 !ositioning.................................................................................................................#

3.$ Strategy .......................................................................................................................%3.1 !ro&'t.......................................................................................................................%3.2 !ri'e ........................................................................................................................113.3 !la'e()istri*&tion....................................................................................................123.4 !romotion.................................................................................................................12

4.$ +e'ommenations ......................................................................................................134.1 !ro&'t.....................................................................................................................134.2 !ri'e.........................................................................................................................13

4.3 !la'e()istri*&tion....................................................................................................144.4 !romotion ................................................................................................................14+eferen'e...........................................................................................................................15

1+T,t- C-.", S%OT A(-/,

St"!(th %!-(!

2


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!ro&'t

-ei'le *&il /&ality -ei'le relia*ility Toyota Bran A&stralian mae 0o r&nning 'ost

Aftersale seri'e lo*al esign 'ar Strong resale al&e

!ri'e

!ri'e leaer Toyota inan'ial Seri'e Se'ial eal for fleet

!la'e

67tensie ealer netork 0o'al man&fa't&rer !&s(!&ll istri*&tion 'annel

!romotion

Aertising Sales romotion

Comm&nity 'ontri*&tion

!ro&'t

Conseratie styling 0a'k of ifferentiation, not o&t staning

from 'ometitors Slo resonse to market nees.

!ri'e

C&stomer al&e

!romotion

!&*li' relation

O"t'(t, Th"!-t

!ro&'t

6'onomi' grot

!&r'asing oer Aging o&lation )onsi8ing family str&'t&re 9&ality *en'marking oernment f&n oernment ei'le :nnoation +esear' ; )eeloment

!ri'e

:nterest rate Ta7 *enefit

!ro&'t

0o market grotrate

!o&larity of SU-s


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>M&taly, 2$11?.

2+1 M-"!t S!.!(t-t(

Tere are to tyes of market for Camry@ 'ons&mer markets >riate '&stomers? an *&siness

markets, at a ratio of 4$ @ $, rese'tiely >Toyota, 2$12, !rie et al, 2$$?.

1?C('.!" M-"!t

-aria*le for segmenting 'ons&mer markets are@

1.1? )emograi' aria*les e.g. age, gener, in'ome, family life stage.

4


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Camry Customer Demographic Profile (Toyota, 2012)

Female 45%

Age Group

34 Yrs and under 16%

35 - 49 Yrs 36%

50 Yrs and over 48%

Gender

Female,45% Male,

55%

50+,48%

Under34,

16%

35 - 49,36%

5


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ifestage

Young singles /

ou!les "40 no #ids11%

Families an$ age i&'1+ 'ildren

34%

Middle age singles /

ou!les 40-60 no #ids31%

(lder singles /

ou!les 60+ no #ids)4%

Under *80# 33%

*80# - *130# 3)%

*130# and over 34%

!ousehold "ncome

Families

i&' 1+

'dn,

34%Middle

age

singles/o

u!les,

31%

Young

singles,

11%

(lder

singles/o

u!les,

)4%

*80# -

*130#,

3)%

Under

*80#,

33%

*130#

and

over,

34%

1.2? !sy'ograi' aria*les e.g. ersonality attit&e

Camry #uyers attitudes

(nl$ an& a ve'ile &'a& is ,un &o dirve 45%

M$ ve'ile is -us& ,or ge&&ing ,rom . &o / 46%

0e'ile 1 drive ma#es a s&a&emen& a2ou& 'o 1 am 49%

.s long as ve'ile is relia2le don++& are 'a& ar loo#s li#e 35%

1.3? B&yer *eaioral aria*les e.g. *ran loyalty


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o$o&a 53%

Ford 9%

olden 8%amr$ 2u$ers !revious ve'ile models

amr$ 33%

Falon 5%

orolla 4%

$rand %oyolty

amr$ 2u$ers !revious ve'ile ma#es

2? B&siness Markets >leet C&stomers?

-aria*le &se for segmenting in tis market for Camry is a tye of organi8ation.

$!e o 2usiness M#& 'are

usiness 54%

7overnmen& )1%

en&al )5%

$usiness &ar'et for Camry

2+2 T-"!t(

Current Targeting Strategy

)ifferentiate targeting strategy tro&g market segmentation is aroriate>M&taly, 2$11?.

Toyota as eeloe to ifferent market mi7es@

1. Camry Altise >ig&re 1?for *&siness market >fleet '&stomers?

2. Camry Atara >ig&re 2? for 'ons&mer market >riate '&stomers?

Proposed Target Market

To in'rease te sales of Camry, Toyota so&l *e enetrating more market sare in te riate

"

F'"! 1$C-.", A/t! 6304*0 RRP F'"! 2$ C-.", At-"- 6334*0 7 63***0 RRP


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'ons&mers se'tor *ase on folloing roose segment rofile@

C&stomers o are 4$ yearsol l&s >age?

Singles or 'o&les ito&t 'ilren >life stage?


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3+0 St"-t!,

3+1 P"&'ct

Toyota Camry is 'lassifie as a se'ialty ro&'t >!rie et al, 2$$?.

!ro&'t 0ife Cy'le

A&stralian mei&m 'ar segment is no in te mat&rity stage, market 'ometitieness is

e7tremely ig it more tan ten *rans(moels in te market >CA:, 2$12?. Te ne

generation Camry is '&rrently in te grot stage >ig&re 4? as it as *een release in

te market for more tan 1$ monts an its sales grot rate is remaine at 4.5 er

mont >Toyota, 2$12?.

Dollars

Introduction

Stage

Growth Stage Maturity Stage Decline Stage

0

Time

Figure 4: Toyota Camry's Product Life Stage

"ndustry ales

"ndustry Profits

Toyota Camry

%


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Total !ro&'t Comonent

He Camry is in te grot stage of !0C, marketing strategy nees to *e aI&ste to

esta*lis an fortify te ro&'tJ market osition *y en'o&raging *ran royalty >!rie et

al, 2$$?.

To a'iee greater market enetration, segmentation may ae to *e &se more

intensely>!rie et al, 2$$?. Tis re/&ires eeloing ro&'tion ariations to enan'e

ro&'t ifferentiation to aeal more riate '&stomers.

1$

Core Benefit@Conenien'e for traeling

Toyota CamryToyota Bran +e&tation


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Creating ro&'t ifferentiation 'an *e one *y ro&'t moifi'ations in f&n'tional

moifi'ations an aesteti' moifi'ations >M&taly, 2$11?.

!ro&'t imroement is also re/&ire at grot stage to reson to initial market

fee*a'k >!rie et at, 2$$?.

Marketing a'tiity to foster *ran image for *ran loyalty '&stomers. 6sta*lise an

tr&ste *ran names ill resonate most strongly it te maIority of *a*y*oomer

segment >M&taly, 2$11?.

3+2 P"c!

At te grot stage as sales ol&me in'reases, effi'ien'ies in ro&'tion may res&lt in

loer 'osts, t&s roiing an oort&nity for loer ri'es >!rie et al, 2$$?. !roose

strategies are@ ri'e '&t to get market sare, imroe '&stomer al&e of ro&'t *y aing

more feat&res, *&t remaining ei'le ri'e or minimal in'rease.

Taking aantage of ToyotaJs finan'ial instit&tion sta*ility an reso&r'e to aress

eakness in ri'e to ena*le Camry retain 'ometitieness in igly tense ri'ear

mei&m segment.

!ri'ing meto K 'ometition oriente ri'ing >refer ++! 'omarison? for igly

'ometitie market.

RRP C.-"( M!&'. C-" S!.!(t ( A't"-/- >'arg&ie.'om.a&,2$12?

&edium Car

egment

$undaii40

onda.ord

uro:ia (!&ima

Camry

Altise

$undaii45

Ma;da 6

%%P *)9,990 *30,340 *30,490 *30,490 *31,090 *31,450

&edium Car

egment

FordMondeo

u2aru0

?eugeo&508

ol#sagen ?assa&

%%P *31,490 *3),990 *34,990 *36,990 *38,990

Aot ifferential ri'ing >M&taly, 2$11?@

- Hegotiate ri'ing@ te final ri'e is esta*lise tro&g *argaining *eteen

seller an '&stomers.

11


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- !erioi' )is'o&nting@ temorary re&'tion of ri'e on a atterne *asis.

Aot ro&'tline ri'ing@ Bait ri'ing *y setting & s&*aerage ri'e on 'ertain

moels to attra't '&stomers an generate more soroom traffi' terefore in'rease sales

oort&nities.

!romotional ri'ing@ Se'ialeent ri'ing tie to any o&lar or se'ial eents.

Comarison is'o&nting *y setting se'ial ri'e loer tan reio&sly s&ggeste retaile

ri'e e.g. rieaay se'ial ri'e.

3+3 P/-c!:Dt"b't(

67'l&sie istri*&tion meto is *eing &se for Toyota >&ses only one o&tlet in a

relatiely large geograi' area?. 67'l&sie istri*&tion is s&ita*le for ro&'ts &r'ase

infre/&ently, or re/&iring seri'e or information to fit tem to *&yerJs nees >!rie et al,

2$$?.

Toyota emloys *ot &s marketing an &ll marketing strategy >ig&re 5? in selling te

ro&'t. To in'rease sales, aart from &ll marketing strategy i' mainly rely on te

man&fa't&rer >Toyota? marketing romotion a'tiities i.e. &*li' meia aertisements,

Toyota so&l intensify effort in &s marketing strategy.

:n'rease intensity of market 'oerage, from e7'l&sie istri*&tion to sele'tie

istri*&tion.

3+4 P".t( Aertising tro&g mass meia, in'l&ing teleision, te internet, nesaers,

maga8ines an o&toor islays.

Sales !romotion *y integrating &s an &ll 'annel strategies. Toyota romote ire'tly

to '&stomers to eelo strong eman for Camry an in te meantime also en'o&rage

ealers to ae inii&al romotion 'amaign.

12

Figure 5> ?us'/?ull @4$2ridA 6&ra&eg$ ,or Bis&ri2u&ion 'annels


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Offering in'entie, loering man&fa't&rer rofit margin terefore 'an 'oer ealerJs

romotion a'tiities.

Ba*y*oomer eaily rely on orofmo&t romotion >M&taly, 2$11?

!&*li' +elations

Comany sonsorsi of maIor sort eents alloing a 'lose 'onne'tion

*eteen *ran an target market >M&taly, 2$11?.

!romoting Camry image as a lo'almae 'ar an asking '&stomers to s&ort

A&stralian mae ro&'t.

4+0 R!c..!(&-t(

+e'ommenations are roose to reinfor'e te strengts of Toyota Camry, aress eaknesses,

&tili8e oort&nities an mitigate te treats. :mlementation timeframes are *ase on strategies

in sortterm >it in 12 monts?, longterm >it in 3 years? or on going *asis. .

4+1 P"&'ct

+e'ommenations By

Ma7imi8e '&stomer satisfa'tion an long term ea'e of min to te ro&'t. 67ten

ei'le arranty from 3 years to 5 years to romote an fortify Toyota CamryJs i

ro&'t /&ality an relia*ility. Tis ill ena*le Camry to remain 'ometitie against

treaten =orea *rans.

Ar 2$13

To aress te 'on'ern of Camry in styling esign, aesteti' moifi'ation is

re'ommene. +eesign of e7terior styling is essentially re/&ire *e'a&se ito&t an

attra'tie styling, it is iffi'&lt to attra't ne *&yers. Also styling 'ange ill fresen

& te ro&'t an stim&late te sales en it rea'es te mat&rity stage >2 years

re/&ire for esign 'ange?.

O't 2$14

4+2 P"c!

+e'ommenations By:mroe '&stomer al&e *y aing e7tra feat&res *&t retain te ri'e. Tis ill ae

to *e imlemente in 'onI&n'tion it ongoing 'ost re&'tion from iger

ro&'tiity gain f&rter in te later stage of !0C, en'e 'ost of aitional feat&res

'an *e offset.

)e' 2$13

Baitri'ing @ Setting & lo ri'e on Camry Altise in orer to attra't more

'&stomers to ealer an try to sell '&stomer it igerri'e moel i.e. Camry

L&n 2$13

13


14/15


Atara.

inan'ial in'entie@ lo interest 'ar loan or $ interest 'ar loan on 'ertain grae (

ariants

)e' 2$13

Hegotiate ri'ing@

Offering a se'ial eal if '&stomer &r'ase a ne Camry *y traein any ol

Toyota ei'le

)ealer is'o&nt to minimi8e sto'k on 'ertain moels ( 'olo&rs

On going

!erioi' )is'o&nting@ en of finan'ial year sales, en of year sales. On going

!romotional ri'ing @ A0 ran inal Sales >Toyota is an offi'ial sonsor ?, 2$2$

Cri'ket , H0

)e' 2$13

4+3 P/-c!:Dt"b't(

+e'ommenations By +e'ommenations for &s marketing strategy are@

Offi'ering ealers temorarily re&'e ri'ing,

Alloan'es to el ealers 'oer marketing a'tiities,

!ri'e is'o&nts for &r'asing larger /&antities,

:n'enties for sales for'e

)e' 2$13

67ten istri*&tion 'annels *y setting & romotion eent or temorary kiosk in

soing mall or ig 'roe &*li' eents e.g. footy, 'ri'ket.

)e' 2$13

4+4 P".t(

+e'ommenations By

Sening o&t letter(email to e7isting Toyota '&stomers to in'rease aareness for te

ne Camry release an ers&ae tem to isit so room for test rie it te

in'entie of some gieaay resents or l&'ky ra ri'e.

)e' 2$13

Worofmo&t romotion@ romoting internally an e7ternally tro&g 4,$$

emloyees an teir families an s&ly 'ain netork e.g. s&liers.

L&n 2$13

!&s strategy at inii&al ealers@ rieaay se'ial ri'e on 'ertain graes or

'olors of ei'les.

)e' 2$12

!&*li' +elation

!romoting Toyota Camry is an A&stralian *&ilt 'ar *y &sing a slogan Emae

*y A&stralian, for A&stralianF. Tis also foster *ran image to attra't more

*a*y *oomer '&stomers.

)e' 2$13

14


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Cons&lting orker &nions rior to make any e'isions i' otentially

'a&se in&strial a'tion e.g. retren'ment. Tis o&l alleiate te negatie

ima't to te 'ororate image.

R!!"!(c!

Carsg&ie.'om.a&, 2$12, Car buying advice, iee % A&g&st 2$12,tt@((.'arsg&ie.'om.a&(*&ya'ar

eeral Cam*er of A&tomotie :n&stries>CA:?, Vehicle Sales Figures 2011 Total |CarAdvice, 'reate Lan&ary $5t, 2$12, iee 5t Se 2$12,tt@((.'arai'e.'om.a&(1535"5(ei'lesalesfig&res2$11total(

Kotler, P. & Keller, K.L. 2012 A Framework for Marketing Management, 5 thedition,

Prentice Hall, New Jersey

Muthaly, S. 2011 Marketing for Decision Makers for RMIT University, 1st edition,

Cengage Learning, Melbourne

Pride,W., Elliot, G., Rundle-Thiele, S., Waller, D., Paladino, A., & Ferrell, O. 2006,

Marketing: Core Concepts & Applications, 2nd Asia-Pacific edition , John Wiley &

Sons, Brisbane

Sales ; Marketing Toyota A&stralia, Camry Market Survey, Toyota A&stralia 2$12,

Toyota Motor Cororation A&stralia 2$12, Toyota, Mel*o&rne, iee #t A&g 2$12,tt@((.toyota.'om.a&('amry(feat&resWT.a'N-

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