Marketing strategies and marketing process of any organization are responsible key factors of successful effectiveness for the esteemed company. The company becomes able to understand and anticipate the demands and needs of its customer and works according to these strategies and their implementations. The marketing process of includes planning, assessment and implementation of the strategies, segmenting and targeting market to meet the objectives. This report discusses two case studies, each from Toyota and Holden and evaluates the marketing strategies and the process of the same. The analysis is based on two different geographical context and framework. The analytical report consists of different concepts of market strategies like marketing intelligence, market segmentation, target market and branding. These two different case studies are based on the evidences of successful effectiveness of different marketing strategies of automobile companies. The report presents a thorough assessment of these strategies based on different target market and segmentation.
This section of the report presents a brief analysis of two different cases that include different marketing strategies and marketing process.
Toyota Motor Corporation is an automobile company based in Japan. The company is engaged into automobile designing, manufacturing and sale of the same. Toyota manufactures compact cars, minivans, passenger cars and handles the related spare parts of the manufactured products as well. This automobile company also deals with the capacity, size and shape of certain consumption group accordingly and presently working on hybrid cars using latest technologies (Pollet, Staffell and Shang 2012). In the past years, Toyota holds the highest selling position in the market for over the past twelve years. Toyota is undoubtedly one of the major automobiles company in the international market, therefore the company needs to follow effective strategy to maintain its reputation and trust in the market.
The company continuously works to improve the product quality, safety, innovations and productivity. The strategy also includes the direct and active involvement with the staffs and the competitiveness. The strategy for productivity contains hard work, innovative and advanced technologies followed by proper research, creativity and solutions. The company possesses a team of expertise to handle the marketing designs and branding to ensure and maintain their position in the market. Recently Toyota has adopted the direct investment strategy to hold the worldwide market.
Holden is global automobile company that deals with the manufacture and the production of the motor vehicles, engines, motor parts and components Holden is found to manufacture 45 vehicle models out of the body style of ix vehicle and two mainstream architecture vehicles for export and domestic purpose. The company produces sports cars, electric vehicles, luxury vehicles with long wheels as the military range of Sportwagon, Sedan and Ute together (Järvinen, Orton and Nelson 2012). Holden started manufacturing small and fuel-efficient vehicle to capture the small vehicle manufacturing and engineering market.
It is found that Holden is emphasizing on its branding strategy more than other marketing strategies. The company believes that proper branding is needed to ensure the trust of the customers and widen the market position. Customer satisfaction is the key factor of the marketing strategy of Holden. In spite of a remarkable success in the Australian and Asian market, Holden has adopted a strategy of collaborating with other company having a global market.
This section of the report contains the evidence of the successful effectiveness of the marketing strategy initiated by the two companies (Ferrell and Hartline 2012).
A thorough investigation of the marketing strategy and process presents the key factors of the strategic plan of the product and market. Toyota paid much attention to branding and the target market to achieve success in continuous growing and competitive market. Toyota’s analysis theory presents various factors regarding the age, education, occupation, lifestyle of the customers. The continuous pressure of the competitive market proves Toyota attentive at a certain level in order to provide required and equal to all brands from an international perspective.
The marketing strategy for Holden reflects the issue of customer satisfaction majorly. Though Holden is found to be the most popular commodore manufacturer, it always pays attention to the customers’ need and demands. The company tries to fulfill the needs of the customer with the improvement of the quality, service, technological operations and other different features. The quality and the technological up gradation prove Holden’s uninterrupted trial towards customer satisfaction in the competitive market.
This section of the report discusses a thorough analysis and explanation for the marketing strategies in both cases. The analysis is based on the following process.
Market segmentation is one of the important processes of marketing strategy (Wedel and Kamakura 2012). There are a number of variables that are responsible factors of market segmentation. Market segmentation helps a company to manage and progress their business by applying certain strategies.
Toyota has segmented the market in various ways like regional factor, political and economic factor, cultural factor, psychological and behavioral approach and other segmentation based on consumers (Bose 2012). The market segmentation has helped the company to understand in detain the needs and demands of the customer and it leads the company to gain a great advantage in selling the products.
Holden, on other had has taken the advantage of market segmentation to target their market for selling their automobile products. Holden is continuously trying to capture the market of young generation and female drivers to spread their product. Market segmentation has helped the company to decide their branding strategies as well. The company stands as the second largest car manufacturer in Australia.
Target market is another major marketing strategies and process for meeting successful and effective business goals. Target market helps any company to distinguish their customers and plan marketing strategies according to the same.
It is found that, Toyota has proved itself as one of the leading automobile companies with a huge market share in America where the company has a social impact too (Castronovo and Huang 2012). The largest market for Toyota is United States and the second largest market is Japan. Unlike Holden, Toyota focuses on the economically developed countries, which leads the company to gain a huge profit by selling luxury cars (Bla Bla Writing 2017). For more improvement Toyota is collaborating with another renowned company to deliver their customers more technologically innovative products (Davis et al. 2017).
In the case of Holden, the company’s target market is younger people and the small vehicle market. Holcden is also found to have market for business class people (UKEssays 2017). It is said in the previous section that Holden is basically commodore manufacturer and has specific market in Australia (Davis 2016), but presently focusing on the production of fuel efficient vehicle to capture the emerging market (Sharma et al. 2012). Holden is always trying to work for customer satisfaction and hence targeting emerging market in Asia to sell their products.
The discussion so far presents that the strategies for the two companies are different from each other. It is found that the two companies are implementing almost reverse marketing strategies to meet their objectives, although the process is found to be almost same. Toyota is focusing the markets of developed countries and luxurious people, whereas Holden is trying to spread their business in the developing countries’ market. Holden is found to have strong technological; potentials in the market which is helping them to rum their business successfully. In other hand, Toyota has strong brand image, which is the major responsible factor of their marketing strategic effectiveness, despite having lack of technological improvement. Both the companies are achieving their success in the international market through different marketing strategies and process (Czinkota and Ronkainen 2013). Toyota basically manufactures the luxury cars which enables the company to make more profit in a particular market. Again, Holden produces military cars which is indeed expensive and profitable to the company. Besides, Holden is gradually capturing the emerging market which will not only be profitable to the company but also will make the company popular throughout the world.
Conclusion:
Therefore, it can be concluded that Toyota and Holden are the two automobile companies that are successfully running their business over the years. In spite of being n the same industry, these two companies follow different marketing strategies, which are sometimes found to be exactly opposite to from the other. It is to be noted the implementing different opposite marketing process does not always leads to failure, but sometimes proves to be the successful like in the case of Toyota and Holden. The analysis through different marketing process and theory shows how the different marketing strategies have been used by these two companies to achieve their target market and maintain the same. The analysis also includes different geographical context in which the target market of the companies is set. These case studies therefore, are analytical and practical at the same time. In the end, it can be said that every company needs to understand and follow their own unique marketing strategy according to their market and products.
Reference:
Bal Bla Writing. (2017). Toyota Target Market and Positioning Strategy Essay Sample. [online] Available at: https://blablawriting.com/toyota-target-market-and-positioning-strategy-essay [Accessed 31 Jul. 2017].
Bose, T.K., 2012. Market segmentation and customer focus strategies and their contribution towards effective value chain management. International Journal of Marketing Studies, 4(3), p.113.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), p.117.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Davis, S.C., Williams, S.E., Boundy, R.G. and Moore, S.A., 2017. 2016 Vehicle Technologies Market Report (No. ORNL/TM-2017/238). Oak Ridge National Laboratory (ORNL), Oak Ridge, TN (United States).
Davis, T., 2016. Revolution on wheels: Will Australia be participant or spectator?. Griffith REVIEW, (52), p.179.
Ferrell, O.C. and Hartline, M., 2012. Marketing strategy, text and cases. Nelson Education.
Järvinen, J., Orton, F. and Nelson, T., 2012. Electric vehicles in australia’s national electricity market: Energy market and policy implications. The Electricity Journal, 25(2), pp.63-87.
Pollet, B.G., Staffell, I. and Shang, J.L., 2012. Current status of hybrid, battery and fuel cell electric vehicles: from electrochemistry to market prospects. Electrochimica Acta, 84, pp.235-249.
Sharma, R., Manzie, C., Bessede, M., Brear, M.J. and Crawford, R.H., 2012. Conventional, hybrid and electric vehicles for Australian driving conditions–Part 1: Technical and financial analysis. Transportation Research Part C: Emerging Technologies, 25, pp.238-249.
UKEssays. (2017). Determinin Market Segmentation, Targeting and Positioning Decisions In Relation to GM Holden Ltd.. [online] Available at: https://www.ukessays.com/essays/marketing/determining-market-segmentation-targeting-and-positioning-of-gm-holden.php [Accessed 31 Jul. 2017].
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