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Маркетинг Тойота Essay

9529 words - 39 pages

Правительство Российской Федерации

Государственное образовательное бюджетное учреждение
высшего профессионального образования

«Научно исследовательский университет -
Высшая школа экономики»

Факультет мировой экономики и мировой политики
Кафедра международного бизнеса

ВЫПУСКНАЯ КВАЛИФИКАЦИОННАЯ РАБОТА

На тему:
Особенности маркетинговой стратегии компании Тойота на рынках стран Европы

Студентка группы № 467
Беркович Антонина Вадимовна

Научный руководитель
Медведев Денис Анатольевич
Старший преподаватель
кафедры международного бизнеса

Рецензент
Карпова Наталия Станиславовна
доцент кафедры
международного бизнеса, д.э.н.

Москва 2013

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Приложения……………………………………………………………………51

Введение
Актуальность исследования. На сегодняшний день транснациональные корпорации являются фундаментом экономики большинства развитых стран, ведущей силой их развития и повышения эффективности. Одну из центральных ролей в мировой экономике и, в частности, в экономике Европейского Союза играет автомобильная промышленность. Отличительной особенностью автомобильного рынка ЕС является, прежде всего, высокая степень локальной конкуренции производителей во главе с крупнейшими автомобильными гигантами Volkswagen AG и PSA (производителем Peugeot и Citroёn). Японские корпорации, покорившие в свое время рынки Азии и Северной Америки сгодня крайне осторожно пробирвются на рынки Европы. А между тем, Япония занимает второе место в мире по индексу значимости автомобильной промышленности в национальной экономике (53%), уступая лишь США (89%). Toyota Motor Corporation (далее Toyota) не только является самым успешным автопроизводителем на родине, но и пятый год подряд удерживает позицию крупнейшего в мире автомобильного концерна. На протяжение более 80 лет компания успешно ведет свою деятельнойсть в теперь уже 160 странах мира. Однако ввиду сравнительного позднего выхода на рынки Европы европейское подразделение Toyota (Toyota Motor Europe, TME) до сих пор рассматривалась многими экспертами как “Ахиллесова пята” корпорации. Именно эта причина подтолкнула автора выбрать TME в качестве объекта анализа. Преодолевая последствия недавних географические катастроф, а также влияние глобальной рецессии, компания не довольствуется отведенной ей локальными конкурентами долей на рынке. Тот факт, что компания преследует стратегическую цель расширения в регионе (особенно в связи с решением выйти на рынок через совместное предприятие с одним из своих основных конкурентов PSA), заставляет автора посвятить настоящую работу критическому анализу основных стратегических задач и преимуществ, связанных с проникновением Toyota на рынки Европы. Ввиду того, что активная позиция компании в европейском регионе не только положительно сказывается на ее финансовом состоянии, но и держит в тонусе давно устоявшихся европейских конкурентов, вынужденных поспевать за популярным экологическим трендом и технологическими инновациями японцев, данная тема представляется особенно актуальной.
Характер исследования: практический, так как первичной целью исследования является изучение актуальной маркетинговой стратегии и конкретных маркетинговых мероприятий, реализуемых корпорацией Toyota в европейском регионе.
Цель выпускной квалификационной работы – анализ основ формирования маркетинговой стратегии корпораци Toyota Motor Europe и разработка стратегических рекомендаций для TME на будущее.

Задачи курсовой работы:
1. Изучить основы понятий маркетинговой стратегии и международной маркетинговой стратегии предприятия.
2. Изучить основные направления развития автомобильного рынка европейского региона.
3. Подробно изучить сильные и слабые...

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