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7/27/2019 Product Sample 2B.doc
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INDIVIDUAL ASSIGNMENT 2b
MARKETING PLAN
MC088 MBA
BUSM 1534 MARKETING FOR MANAGERS
4thOctb!" 2012
AUT#OR$
%"& c'(t$ 1)2*
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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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BUSM1534 Marketing for Managers
!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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BUSM1534 Marketing for Managers
>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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BUSM1534 Marketing for Managers
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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BUSM1534 Marketing for Managers
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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BUSM1534 Marketing for Managers
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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BUSM1534 Marketing for Managers
'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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BUSM1534 Marketing for Managers
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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BUSM1534 Marketing for Managers
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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BUSM1534 Marketing for Managers
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$$?.
Marketing a'tiity to foster *ran image for *ran loyalty '&stomers. 6sta*lise an
tr&ste *ran names ill resonate most strongly it te maIority of *a*y*oomer
segment >M&taly, 2$11?.
3+2 P"c!
At te grot stage as sales ol&me in'reases, effi'ien'ies in ro&'tion may res< in
loer 'osts, t&s roiing an oort&nity for loer ri'es >!rie et al, 2$$?. !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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BUSM1534 Marketing for Managers
- !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
7/27/2019 Product Sample 2B.doc
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BUSM1534 Marketing for Managers
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'< 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
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BUSM1534 Marketing for Managers
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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BUSM1534 Marketing for Managers
Cons<ing 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-