Analysis of Lexus' Marketing Essay

3146 Words Dec 20th, 2015 13 Pages
FUNDAMENTALS OF MARKETING
ASSIGNMENT # 2

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ANALYSIS OF FIRM: LEXUS

Contents SUMMARY 3 OBJECTIVES: 3 THE FIRM: 3 THE PRODUCT: 3 THE ENVIRONMENT OF LEXUS 4 INTERNAL ENVIRONMENT OF LEXUS: 4 TOP MANAGEMENT: 4 EXECUTIVES AT LEXUS: 5 EMPLOYEES: 5 FINANCIAL ENVIRONMENT: 5 OPERATIONS: 6 EXTERNAL ENVIRONMENT OF LEXUS: 6 CUSTOMERS: 7 COMPETITORS: 7 MEDIA: 7 MARKETING MIX OF LEXUS 8 PRODUCT STRATEGY: 8 PRICING STRATEGY: 8 PROMOTION: 8 PLACEMENT: 9 TARGET MARKET 9 MARKETING SEGMENT 9 SOURCES 10

SUMMARY

OBJECTIVES:
The aim of this paper is to analyze a firm of choice and study how it has successfully managed to establish itself in the market
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The Internal Environment includes factors such as the management personals of the firm, its different departments with their employees, and the company itself. The External Environment includes factors such as customers, competitors, stakeholders, suppliers, industry trends, regulations, other government activities, social and economic factors, and technological developments. Following is the study of the Internal and External Environment of Lexus, and of the ways in which these environments affect the operations of the firm.
INTERNAL ENVIRONMENT OF LEXUS: To better understand a firm, one must understand its internal environment, as it is from here that one can pinpoint the ideals and philosophies which guide the actions of the firm. Studying the internal environment also helps one to understand the reasons behind the image which the firm aims to project of itself to the market. The internal environment of one organization is always unique and different from that of other organizations.
TOP MANAGEMENT:
The internal environment includes, among others, the top management of the firm. As the top management is that portion of the firm which is directly involved in strategic and long term planning, in most cases it is helpful to understand the psyche of the top management in order to fully comprehend the aims, objectives, and priorities of the firm.
At Lexus, the top management holds the following vision:
“The luxury of Lexus is

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