Essay on Marketing Plan of Toyota

4571 Words May 14th, 2010 19 Pages
1. Executive Summary

Toyota Motor Corporation Australia (Toyota, Australia) which deals with a wide range of car segments has manufactured the Prius Car in the automotive industry which is one of the best hybrid synergy drive in today business environment. And provide a competitive advantage to other business by achieving and environmental friendly car and providing the best efficient fuel system.
The report begins with the introduction of the company where brief background information on the company and discussion of the market in which the Toyota Company operates is explained.
A current Situation Analysis is conducted which gives a better understanding of Toyota, its different products, competitors and different
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(Toyota 2009)

5. Situation Analysis a. Internal Environment i. Products
Toyota Prius is a vehicle which is changing the world. It combines luxury, technology and environment. It’s a 1.8 Petrol / Electric Hybrid Synergy Drive. This car is the world’s most advanced hybrid system. Cited on Toyota Website at It provides uncompromised performance. Its key features are Smart Entry & Smart, 60:40 split retractable rear seats, Ecological plastic, LED headlamps, Three alternative driving modes, Superior hybrid synergy drive system, first beltless Toyota engine, shift by wire, Solar Ventilation System, Touch Tracer display, Head up display, Remote Air Conditioning System, Pre-collision safety system, Dynamic radar cruise control, emergency brake signal, Intelligent park assist, brake by wire, Vehicle stability control and traction control. Cited on Toyota Website at ii. Financial and non-financial situation

The global economic crisis in July 2008 had a major impact on automotive markets. Toyota, Australia experienced a rapid deterioration in vehicle sales because of the downturn in the economy. This in turn resulted in lower profitability.
Vehicle manufacturing and Sales:
During the year to 31st March 2009, Toyota Australia manufacturing operations produced 130,228 Camry and Aurion vehicles for domestic and export markets. Due to a strong sales performance for the first six months, the company was

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