Global Marketing - Automotive Industry Essay Example | Topics and Well Written Essays - 4000 words

Global Marketing - Automotive Industry - Essay Example .......................................................................................... 2.3 Current target market......................................................................................... 2.4 Current strategy.................................................................................................. 3.0 PESTLE analysis............................................................................................................ 3.1 SWOT analysis................................................................................................... 3.2 Porter’s Five Forces analysis.............................................................................. 4.0 Entry strategies................................................................................................................ 5.0 Marketing strategy........................................................................................................... 5.1 Brand..................................... ............................................................................... 5.2 The 4Ps................................................................................................................. 5.3 Pros and cons of going global............................................................................... 5.4 Related demographics........................................................................................... ... ....................................................... References EXECUTIVE SUMMARY Toyota has experienced brand reputation problems in the European market, making it critical to enter new markets to offset revenue losses in this part of the world. Recurring recalls have damaged the brand and a new market opportunity, Brazil, could produce revenue growth until the brand is able to re-establish its quality reputation in Europe. Brazil has a strong GDP and consumerist culture with ample incomes due to improvements in the economy and job infrastructure in the country. Furthermore, the collectivist characteristics of consumers will make it easier for Toyota to build lifestyle marketing strategies to gain the loyalty and interest of diverse, niche consumers. Competitive threats are only moderate if Toyota invests in direct investment of new and modern production facilities in the country which would outperform major competitors who are forced to work with outdated equipment and limited t echnology availability (i.e. automation). Through brand management and heavy emphasis on promotion, Toyota can successfully compete and sustain advantages in a dynamic and saturated Brazilian market. Through a joint venture with a domestic automaker, shared resources and knowledge will assist in building brand preference with a new set of niche market consumers sharing unique and disparate lifestyle characteristics. Toyota: Becoming a truly global player in the automotive industry 1.0 Introduction Toyota Motor Corporation, a Japanese multi-national, is currently the largest automotive company in the world by ratio of production output, comparative revenues and market capitalisation (OICA 2013). In 2013, Toyota sustained revenues of 22.06 trillion yen (Toyota 2013). The company produced,