Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

It was formerly known as Japan OLL Company. Toyota Is one of the world’s Top ten Automotive Industry Corporations and Japan’s largest car company. Toyota is part of the consortium. In 2006, only booked revenue related to Toyota reached 21. 0369 trillion yen, and the net profit reached 1 _3721 trillion yen. As of November 2013. The total number of employees reached 30. 9 million. As one of the world’s largest car manufacturers, Toyota is committed to tackling environmental and social issues. The company’s approach Is both long-term and holistic.

The total life cycle of the product, room design and use of materials to end-of-life recycling, is examined for environmental impact, as will be shown in this report. But Toyota is also concerned with the socio-economic aspects of Its operations, such as the health and safety of employees, as well as that of the communities in which the company operates. The Toyota Pries Is a hybrid vehicle, leading the worldwide trend of energy saving and environmental protection in the auto industry. At present the Pries has sold out 1. 74 million vehicles In the worldwide, becoming the world’s bestselling hybrid vehicles.

So far Toyota has rolled out Its third-generation Pries since 2009 In Japan, pricing nearly 250 million yen with hot sales. The third-generation Pries has its excellent performance in fuel economy and comfortable driving experience. Firstly design is more aerodynamic with a 0. 25 coefficient of drag figure. Thirdly the third- generation Pries is equipped with the 1 . 8-liter gasoline engine, different from the previous 1. 5 liters. Together with the added power of the electronic motor, the new Pries will generate a total of 134 horsepower, different from the previous 110 horsepower.

Additionally there are three kinds of driving positions; they are EVE, CEO, and POWER to meet the needs of the motorists. The last but not the least, it is obvious that the new Pries appearance is markedly fashionable and greatly designed. The above selling points may be effectively attracting the customers through an integrated marketing communications plan for Toyota Pries in the Chinese market. Figure 1: Toyota third-generation Pries 1. 2 2. Introduction of This Report Marketing is important to satisfy individual and organizational objectives.

By adopting a various methods, like planning, pricing, promotion and distribution of odds and services, a company promote the sales to the new products and is so vital for the sustainable development of the corporation. Marketing is so basic that it cannot be considered a separate function on a par with others such as manufacturing or personnel. Besides with the changing of marketing concept, marketing also involves competitor concept. Doyle (1987) indicates that marketing also should develop products and services that match these better than those of competitors.

A marketing strategy is the blueprint on how to allocate resources to achieve business objectives. Without a marketing strategy, there is no clear focus on which customers to target and to satisfy. Hence a sound marketing strategy is critical to the success of every organization – whether large or small, for-profit or non-profit, domestic or global. With the advance of technology and globalization process, more and more companies today succeed through marketing strategies instead of production since there are so many similar products available in the market.

And an effective market strategy inform and lure consumers to make the intended choice, this is why this topic is chosen for this report. The purpose of this report is to promote new car model named Pries in Mainland Market. And there are two main parts of this report. One is about the analysis of external environment with the usage of PESTLE analyzing method and the other is the development of marketing strategy based on APS. 2. PESTLE Analysts There are many factors in the macro-environment that affect the organization.

The PESTLE framework helps to analyze the different macro-environmental factors that may affect business strategies and how these factors may influence the business performance (Whetting, 2000). The framework outlays six important factors: lattice, economic, socio-cultural, technological, environmental and legal as shown in Figure 2. Figure 2: PESTLE Framework that would possibly affect the organization’s business therefore its strategic planning. However, PESTLE model is more helpful in capturing the long-term picture where the business environment is relatively stable.

The analysis of macroeconomic environment differs according to the characteristics and operating needs of different industries and enterprises. The analysis of the PESTLE environment for Toyota in China market can be summarized into five sections as follows. 1. 3 2. Political and Legal Environment Political environment includes national social systems, the nature of the ruling party, government guidelines and policies, acts, etc. Political environment means the ruling party’s nature, the social systems, governmental policies and guidelines etc. Generally, those in developed countries such as America and I-J are preferable to Toyota.

However, as in some developing countries, some of the policies and governmental systems can be barriers to the company. For example, there are not sufficient legal systems in China especially the law for the protection of patent. From the part of legal and political environment, there are so many for Toast’s business in China. 1. 4 2. 2 Economic Environment Economic environment: economic environment mainly consists of macro-and micro- two aspects of the content. Macroeconomic environment mainly refers to a country’s population size and growth trends, national income, gross domestic product (GAP) and its changes and so on.

Microeconomic environment mainly refers to consumer income and other factors in areas or region that the business in. The Chinese automobile market is regarded as the important emerging markets by Toyota. As for the Toyota Pries, the overall automobile market is quite positive. According to Lieu Shining, the deputy director of the State Council Development & Research Center (DRP), China’s annual automobile sales could peak at 50 million units (Lei King, 2011). Nowadays China has become the largest auto market in the world, accounting for 20% of world car sales. According to Toyota, the 2011 sales objective in China is 910 thousand vehicles.

As shown in the Figure 3, even though the growth rate in the automobile market will decline in the next few years, but the umber of car sales will continue to rise with big growth ratio every year (Seeking Alpha, 2010). Figure 3: Predicative and Current Car Market Sales in China In the near future there are surely some trends in the China’s automobile market. Firstly the hot trend is fuel efficiency, which is also a continuing consumer concern. According to a statement from Legislative Affairs Office of State Council (ALA), the battery electronic vehicle, fuel cell, and plug-in hybrid vehicles are expected to be energy vehicles (Lieu, 2007).

Besides the other trend may be quality, for the consumers re becoming more safety-conscious (Roberto, 2011). More and more the safety features are largely taken into consideration by the consumers, not alone the price factor. 1. 5 2. 3 Social Environment Socio-cultural environment: social and cultural environment include residents education and culture, religious beliefs, customs, aesthetic point, values, and so on in a country or region. For example, cultural level affects residents’ needs. So in different place, Toyota Motors should provide different products and service to meet various kinds of needs in the market. 1. 6 2. Technical Environment Technical environment: in addition to the technical environment and enterprise field activities directly related to the development of technical means, participants of automobile industry should also be informed of the key support areas of science and technology investment by the government, the speed of technology transfer and technology centralization, etc. Recently, Chinese government has put a lot of investment in new energy research and development activities and a lot of new auto products arise such as that of BODY powered by pure electric engine. All of these bring halogens to Toyota auto models.

Toyota Motors should pay attention to the technology about motor and new energy to make its products to keep pace with the times. Powerful dynamic “engine” is the prosperity of technology innovation by Toyota. Toyota Motors Company will continue to innovate in product design, model, quality and service improvement, let customers feel more convenient, innovative, valuable and practical; this is the key of Toyota remains to have long-term competitive advantage. 1. 7 2. 5 Environmental Environment Environmental factors concerns with environmental and ecological aspects like either, and climate change, which can affect certain industries.

This is also true for Toyota especially it outsourcing manufacturing of products in China. Since China government has become more cautious about the negative efforts of manufacturing activities to its environment with the pressure from the public, there will be more investment in ecological projects by the company during the next few years to overcome such bad effects and lower level of social responsibility. 1. 8 3. Marketing Strategy The marketing mix is the combination of marketing activities that an organization engages in in order to best meet the needs of its targeted market (Kettle, 2001).

It traditionally comprises of APS I. E. Product, price, place and promotion. And the marketing strategy for Toyota Pries in Chinese market is summarized below. 1. 9 3. 1 product Toyota Pries belongs to the category of new energy vehicles. Nowadays the new broad sense its competitors can be any other vehicles from different car manufacturers, including Honda, Ford, General Motor, and Volkswagen. So far the Chinese consumers tend to choose the traditional vehicles, and the China’s new energy vehicles market has not developed into a mature market. Speaking in this way the competitive environment of Toyota Pries may be quite fierce.

In narrow terms the main competitors of Toyota Pries are those new energy vehicles, mainly the hybrid vehicles. Compared with other new energy vehicles, Toyota Pries has developed a great competitive advantage. From the aspect of product, when drawing up the integrated marketing strategy for Toyota Pries, brand identify will direct the process of the brand marketing activities. Taking the previous two generation Pries into account, the third-generation Pries still positions it as number one reliable hybrid icicle with the convenience of technology and safety features.

With more and more car manufacturers launching hybrid vehicles, Toyota Pries positions itself as the number one hybrid sedan in China. The automobile industry is trying to move away from the green niche market to the mass market, therefore it is important for Toyota to target a more profitable and broad audience. In addition, product-related core competencies are the source of the existence and development for company. Toast’s core competencies are mainly in the core technical expertise of engine-transmission system and hybrid techniques, they reduce core hybrid products with unique competence Toyota (e. . Fuel efficiency, easy to start, easy to speed, low noise, and relatively low cost. The unique ability of Toyota hybrid engines accesses it into a variety of different product markets. 1. 10 3. 2 pence The Pries is a hybrid vehicle that belongs to the medium passenger car segment, pricing from 250 thousand to 300 thousand remind. This way the target customers are from anywhere in China, but the customers in the developed cities of east China, such as Shanghai, Beijing, Jungian Province, and Jagging Province may be more interested in the environment friendly vehicles.

On one hand, the pollution problems in such developed areas are more serious and the consumers have fully developed the environmental awareness. On the other hand, they can afford to the Toyota Pries, price factor may not be the unique decision point. This pricing strategy is based on its market segmentation. The target customers can be either male or female aged between 30 to 50 years old; they are likely to be married with family responsibilities. Besides they may be in higher managerial, administrative, or professional occupations, belonging to the upper middle class.

By and large, we can conclude three main mindsets of potential buyers according to the cryptographic factor. They are technology pioneers, environmentally friendly, or value conscious. Most buyers will be a mix of the three mindsets motivating the purchasing behavior. In addition, the target customers of Toyota Pries are most likely to already own a lower medium car or similar, and in all probability the previous car is from Toyota. 1. 11 3. 3 Place distribution system can better connect a company and its customers, which further an provide a steady flow of them.

The distribution and sales channels for Pries is sufficient including both Toyota AS stores as well as other sales agencies in China. One thing that is critical for its success is to standardize the service quality within them to deliver high level of services to customers. 1. 12 3. 4 Promotion A mixture of marketing communication tools can be integrated to promote the Toyota Pries. On the basis of the analysis of target customers and marketing objectives, it can be inferred that the product information can be reached through the business ores and the traditional media; however creative strategy may obtain particularly good marketing effect.

To appeal to the target market, the unique selling points should be emphasized during the promotion process. Taking the stage of the product life cycle, the communication information should change over time, early promotion should focus on the awareness and education aspect, and later promotion can concentrate on creating the excellent driving excitement and specific benefits on environmental protection. Examples of marketing communications tools include: TV, magazines, newspapers, resources, mail shots, and websites.

Toyota Pries will take the car rental projection, allow the interested customers driving eliminate the barriers to purchase (high initial cost, unproven technology, and safety worry). Presently the allowance for purchasing hybrid vehicles in China is not clear; there may be possibilities that purchasing the Pries can receive a considerable allowance. 4. Conclusion On one hand, organizations provide goods and services to the customers in order to seek for values, and the marketing strategy and activities of the corporations could benefit the process of transforming goods and services from the corporations to their customers.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

A company that sets Its goals and strategies based on what Its current equipment an produce, what products engineering can design, and what the company itself can do best, has a(n) orientation. Marketplace sales market exchange production 3. The marketing concept includes a goal orientation to remind managers that: achieving long-term organizational goals is as important as satisfying customers customers must be satisfied no matter what the long-term effect on the firm the only market that differs from that of the competition functional integration of all departments is useful but not essential 4.

The marketing concept stresses that the social and economic Justification for an organization’s existence is the satisfaction of customer needs and wants while: a. Producing a good or service at the lowest possible cost improving the general standard of living constantly increasing sales volumes applying scientific management techniques to improve efficiency e. Simultaneously meeting organization objectives 5. For many years, Procter & Gamble (P) viewed its Ivory soap as Just plain old soap- and not as a cleansing product that could provide other benefits as well.

When it came to Ivory soap, P focused on how well it made the soap and not on what customers wanted from a bar of soap. It had a product customer 6. There is a quandary facing the timber industry. There is no effective way to prove the legality of wood from places like Indonesia, where as much as 80 percent is cut illegally. Retailers like The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rain forests.

To prove an interest in preserving rain forests, two Indonesian logging companies have developed a bar coding system, which proves the timber was legally acquired. This focus on customers’ needs indicates a supplier philanthropic 7. Which of the following statements about a typical sales-oriented business is true? The company develops its products to meet the needs of specific groups of people. The primary goal of the company is profit through customer satisfaction. The company invests the majority of its resources in promoting its products and services.

The company is in business to satisfy customers’ wants and needs and deliver superior value. All of these statements about a typical sales-oriented business are true. 8. When customer expectations regarding product quality, service quality, and value- based price are met or exceeded, s created. A value line a quality rift planning excellence customer satisfaction expectation satisfaction 9. Greenberg Smoked Turkey, Inc. , is a nationwide mail-order business that operates without any advertising. It does not accept credit cards and has no toll-free number for customers to call.

The company that is hopelessly old-fashioned is also a very profitably company with thousands of devoutly loyal customers–some of whom have ordered Greenberg smoked turkeys every year for the last fifty years. Greenberg more than likely uses to maintain these long-term ties to its customers. A. Reactive marketing youngsters management relationship marketing a sales orientation management empowerment 10. Many companies are Jazzing up plant tours and making store visits more exciting to increase customer loyalty.

For example, at the Crayon Factory, kids watch how crayons are made and then play with their favorite colors in a 20,000 square-foot discovery center. Employees circulate to ensure visitors have a wonderful time. Plays a key roll in Crayon’s implementation of the marketing concept. Customer-oriented personnel A sales orientation A societal marketing orientation Reciprocal exchange Customer outreach 11. Redefining the business mission of a mattress manufacturer as “a good night’s sleep,” rather than stating the mission as “the manufacture of high-quality mattresses,” will: a. To stimulate an awareness of changes in consumer desires be too broad a statement to be of any real use in serving customers c. Stifle creativity in discovering opportunities to serve customers help ensure the firm retains its focus on consumers and does not become preoccupied with its products and internal needs ensure the core products will be retained 12. Fussily Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology.

For the new fiscal year, the company projects a production increase of 25 percent, and has instructed its sales force to aggressively distribute and promote the product. The CEO is sure the market will absorb more product if the sales force is determined and assertive. Apparently Fussily: has an outward organizational focus on its customers wants and preferences b. Directs its products to specific groups of people is in the business of satisfying customers profits through customer satisfaction 13. Xerox emphasizes by replacing at its own expense any dissatisfied customer’s equipment within a period of three years after purchase. Management-customer synergy transactional marketing direct selling 14. Which of the following is one of the elements of the marketing plan? A business mission statement a situation analysis a target market strategy the marketing mix all of the choices 15. In 2004, Giorgio Airman, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. One of the major reasons for opening a hotel chain was an international trend toward luxury lifestyle consumerism.

In terms of Armin’s tuition analysis, the trend toward luxury lifestyle consumerism would be an example of a(n): opportunity because it is part of Armin’s external environment b. Strength because it is part of Armin’s external environment c. Weakness because Airman cannot control the growth of the trend d. Benefit because Armin’s internal resources can be designed to make its external environment 16. To market its ice cream to Chinese consumers, Milliner entered into a Joint venture with Sumatra, a state-owned Chinese investment company.

Milliner provided the product know-how, and Sumatra helped Milliner gain all the approvals needed from complex Chinese bureaucracy. Milliner used a strategy to reach the Chinese market. Market development market penetration product penetration product development diversification 17. Market penetration occurs when: a supermarket chains adds another brand of ice cream to its inventory a U. S. -based company begins to sell its products in South America a French company develops a new cement for orthopedic surgery a Mexican distillery offers rebates to its current customers a hosiery manufacturer begins manufacturing wigs 18.

Flatcar is a car rental agency that is geared for people who take mass transit or raptor to work but occasionally need to run errands, visit the doctor, or check on a sick child during the work day. The preceding statement describes the Flatcar. A. Exchange mixers target market diversified market traditionalists sustainable market 19. Canadian discount retail giant Sellers hopes to strengthen its position as one of the country’s leading sellers of infant products with a sixty-page catalog that offers buyers the ability to purchase products via the phone or Internet.

This new strategy reflects a change in the element of its marketing mix. Price distribution 20. Golden Valley Microwave Foods, Inc. S the manufacturer of ACT II popcorn. In its early years, the company had trouble financing the development and marketing of products for the microwave, so it chose to participate in a financial arrangement in which it agreed that it would not sell ACT II popcorn in supermarkets or grocery stores. Which element of the marketing mix was most influenced by this arrangement? Place public relations promotion 21.

Sobs nutritional beverages uses twin lizards on every bottle of its products and in all of its promotion efforts. It even has its own Team Lizard made up of skateboarders, mountain bike riders, and inline skaters that it sponsors. The lizard is used to remind consumers of the product and its benefits. To which of the four As does this strategy relate? Publicity CFML Corporation of Canada learned that many of its Sequoia brand wood burning stoves had insufficient insulation and posed fire threats. Which one of the marketing mix strategies should the stove manufacturer use to alert buyers to this problem? Racing After an organization implements its strategic plan, management: must track results, monitor the external environment, and adjust the plan as necessary should then concentrate on developing internal information systems can be assured the plan will org for the time frame specified must make sure no part of the plan is changed, lest the plan fail can stop work on this strategic plan, take a rest, and begin work on the next one 24. Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades.

As part of its marketing it has already begun serving meals on trains that run between Shanghai and Beijing. A. Policy implementation evaluation control strategy 25. Is the process of gauging the extent to which marketing objectives have been achieved during a specified time period. Implementation Control Heuristic measurement Evaluation Mechanistic compliance 26. An international company that needs to develop a way to compare its actual marketing results with planned results would need to engage in: external market research comparative analyses planning 27.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

The assessment of this module is divided into two equal components as detailed below: Component 1 – 50% a) In groups you are required to engage with the Marketing marketing planning software. Over a period of seven weeks you will make seven rounds of strategic marketing decisions and assess the Impact of these on the ‘simulated’ company’s performance. At the end of the seven week period you are required to give a poster presentation of no more than twenty minutes that will provide a week-by-week reawaken of the process and performance of the ‘simulated’ company.

For example the group would feedback the on how decisions were taken, the information used to make these and the Impact etc. (30%) b) You are required to reflect on your experience of using the marketing software through an individual reflective account of no more than 750 words. Think about your role within the group, the challenges that you faced (and how you overcame these) and the overall Impact of using the simulator on your learning experience. (20%) Component 2- 50% You are required to write an Individual essay of no more than 2,000 words In response to the following.

Sticking rigidly to the strategic marketing plan can sometimes be worse than having no plan at all. Evaluate this statement In the context of an organization (s) you are familiar with. It is imperative that you consult a wide range of scholarly articles to underpin your argument. Marks will be awarded as follows: 1 . Quality and structure of the argument presented understanding of the strategic nature of marketing 2. SE of appropriate scholarly articles 3. 1 OFF 5.

Quality of writing and general presentation Assessment Criteria Component 1 – 50% (a 30% and b) 20%) Students will use the simulator over a seven week period and will be carefully monitored by tutors and staff from marketing. At the end of the seven week period students will present their reflections on the process via a poster and provide an individual reflective account of the process. Both the poster and the individual reflective account should focus on the types of strategic decisions and their impact ND should demonstrate a clear understanding of strategic marketing planning.

Component 2 – 50% You are required to write an individual essay of no more than 2,000 words in ‘Sticking rigidly to the strategic marketing plan can sometimes be worse than having no plan at all. Evaluate this statement in the context of an organization (s) you are familiar with’. As this is an essay, students will approach this from a number of angles. As long as the argument is solid and underpinned by scholarly research then appropriate marks should be awarded.