Toyota Global & Domestic Marketing Essay

1333 Words Nov 14th, 2010 6 Pages
Global and Domestic Marketing Toyota Motor Corporation conducts both domestic and global marketing with 51 overseas manufacturing companies in 26 countries and regions. Toyota’s vehicles are sold in more than 170 countries and regions (Toyota, 2010). This paper will identify the environmental factors that affect global and domestic marketing decisions and address how they relate to the marketing decisions by analyzing the influence of global economic interdependence and the effect of trade practices and agreements, examining the importance of demographics and physical infrastructure, analyzing the influence of cultural differences, and examine the importance of social responsibility and ethics versus legal obligations. Further …show more content…
In Toyota’s 2010 Annual Report, the company projects operating losses due to both the economic downturn and the partially due to the unfavorable recall incidents in the United States. These incidents largely bring to the forefront the importance of social responsibility and ethics versus legal obligations. The image marketing strategies give to a company is of great importance to the success of the company. If the image is tarnished by the perception the company isn’t ethical or cares about the people, then that success is gone with the customers. As of May 2010 this year, Toyota has recalled 2.3 million vehicles for sticking pedal problems, 5.4 million vehicles for floor mat entrapment modifications and 147,500 Prius and Lexus models for anti-lock brace system updates (Toyota, 2010). From a social responsibility and ethics point of view, Toyota has a duty to fix the vehicles and perform the recall even though it would tarnish their safety and reliability image. From a legal obligation viewpoint, they must disclose the problem, the scope of the problem, and face the damage it causes. Even to the point where the executives had to attend congressional hearings on the issue. Bringing everything back to the marketing message, Toyota in their 2010 Annual Report is refocusing their marketing message to be “Reforging Bonds of Trust”, and “Contributing to Society through the

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