About the company
Toyota is a leading Japanese car manufacturing company and is the worlds 8 largest and the second in overall production of vehicles worldwide. Toyota Motor Corporation and its subsidiaries sold over 7.4 million passenger cars, trucks, and buses under the Toyota, Scion, Lexus, Daihatsu and Hino brands. The company manufactures vehicles in 27 countries and regions throughout the world and sells them in more than 170 countries and locations and became the no.1 automaker in the year 2007. They overtook GM, who was previously at the top. Toyota has also proved itself as a leader in technology by the introduction their hybrid car. The primary focal point of Toyota Motor ...view middle of the document...
It provides the context and knowledge for planning and determining what marketing actions need to be taken.
My analysis of Toyota will consist of two parts:
- External analysis
- Internal analysis
I will divide my external analysis into 3 subparts:
- PEST analysis
- Competitor analysis
- Consumer analysis
- PEST analysis of TOYOTA
GDP-per capita (PPP) (US$) Lithuania
Inflation rate (consumer prices) (%) Lithuania
As we can see from the charts Lithuania’s economy is recovering after world crisis:
Inflation rate is going down whereas GDP per capita is increasing. With stable economy people will start consume not only economic class of cars but also luxury (Lexus models)
Due to the increasing price of the oil (in Lithuania oil prices from 2011 to 2012 increases by 10%), more and more people choose the small displacement engines due to its high efficiency. This tendency will lead the manufacturer (TOYOTA) to produce the small displacement engines for people who cant spend a lot of money for fuel.
Concerning to the expensive energy resource, the demand for vehicle drove by other types of energy caused the interest of vehicle interest, so such types of cars were invented by the car manufactures. For example, Hybrid electric car. The features of these cars are to achieve both the better fuel economy and a better performance.
- Competitor analysis
Toyota Motor Corporation has a lot of competitors, also and in Lithuania. In my opinion main competitors for TOYOTA is Honda, GM, Volkswagen and Ford.There are many others companies available in Lithuanian market, like Opel, Mitsubishi, Mazda, Nissan and others. For Lexus (TOYOTA’S brand) main competitors are Mercedes-Benz, Audi, and BMW. Toyota is keen to see what these competitors are doing and make sure it reacts to their actions in a way that will guarantee its market leadership.
Toyota’s customers are very various and variation of them from the low income earners to the very rich. They range from small sports cars to big family vehicles and trucks as well as vans. The customers include a varied group of people, with differing ages, incomes, geographical locations, and social and cultural...