Sub-Marketing Management Assessment -3 Organization- Toyota Motors Corporation. Name-Manoj Acharya Student Id-11634258 1. Introduction 1.1 Company Toyota Motors is a vehicle organization. Toyota Motor Corporation Australia Limited produces, hoards, imports, and circles motor vehicles and new parts in Australia and all around. The association offers explorer and cream cars, four-wheel drive and diversions utility vehicles, Utes and vans, used cars, and business vehicles. It furthermore gives fluids and cleaners, channels, engine and drive get ready parts, brakes, suspension and coordinating parts, windscreen wipers, and sound/course decoration. Moreover, the association offers auto modifying. Toyota Motor Corporation Australia Limited was in the past known as Toyota Motor Sales Australia Limited in December 1999. The association was set up in 1958 and is headquartered in Melbourne, Australia. Toyota Motor Corporation Australia Limited functions as a reinforcement of Toyota Motor Corporation. 1.2 Product Its product is Corolla Hybrid which offers the best mileage in its class with official consumption of just 4.1litres/100km.It has double –wishbone rear suspension which adds comfortable in vehicle. Other standard features include seven airbags, reversing camera, stability and traction control, anti-skid brakes, 16-inch alloy wheels, black fabric upholstery and any of the eight exterior paint colors available across the Corolla range. 1.3 Consumers Officers are the consumers of Toyota Corolla Hybrid .Due to comfort ,safety and reasonable price ,it is loved by every officers .Officers are cost sensitive and their decision based on how much does a vehicle cost. Due to reasonable and affordable price they think 10 times to switch to another brand and likely to choose same brand. 2. Industry trends Toyota Australia is an entirely - claimed backup of Toyota Motor Corporation. Built up in 1937, Toyota Motor Corporation is one of the world's biggest vehicle producers. It is the player in automobiles industry in Australia. Its products in Australia are Prius, Camry Hybrid, Aurion, Corolla, Land Cruiser200, Prado, Hilux etc .According to independent survey of owner Toyota’s Australian dealers have reached up to the challenge of meeting higher customer-care standards. According to Cram (2016) the 2016 five-star guest experience dealers have proven themselves to be leaders in the automotive industry. In addition to this, as by Nuttall.s, (2017) Toyota Hilux remains a best selling vehicle in the year 2017. Looking at overall car sales Toyota rules with a 17.8% piece of the overall industry, with Holden now downgraded to fourth place, surpassed by Hyundai. Current trend of Toyota motor in Growth, Profitability and Macro environment (PESTLE Factor) are evaluated below- 2.1 Growth Toyota Australia focus on not only the sales of vehicle but it too equally looks after sales and services .It remains the highest selling vehicle in Australia in the year 2016 and playing a leading role in automobile industry. According to the News published by The Daily Telegraph, Toyota Hilux become a best selling car in the year 2016.It pass behind its competition brand Ford Ranger for the first time in Australian Market. Preliminary figures show the Toyota HiLux has increased its lead over the Toyota Corolla for top-seller status. It is maintaining its highest market share in Automobile industry in Australia keeping behind its competition. This shows the growth of Toyota motors in Australia. 2.2 Profitability Toyota Australia has gained a profit of $236 million for the Japanese financial year ended 31 march 2016. The most recent benefit result is the second most astounding outcome on record for Toyota Australia and just its third benefit in seven years. likewise it becomes superior in earning profit comparing to Holden ($128.2 million benefit) and Ford ($162 million misfortune). Toyota deals were up by a humble 1.3 for every penny a year ago in a market that had developed by 3.8 for each penny. In a media statement, Toyota Australia President Dave Buttner said: “Our manufacturing team members are working tirelessly to ensure that our last Camry will be our best one yet. The quality of these vehicles has been at an all-time high and this has assisted us in maintaining strong domestic and export sales.”Toyota is introducing new model to make better place in Australian Market. 2.3 Macro environment (PESTLE FACTOR). Toyota is a main player in the worldwide car industry. In any case, the organization must adventure openings and address dangers in its remote or full scale condition, as appeared in this PESTLE examination. Toyota Australia is affected by political condition. Political solidness in most significant markets, Organized commerce understandings and Legislative support for ecofriendly items are the significant political external factor.Sociocultural factor as well influence Toyota business environmnent.Increasing interest in hybrid and electric cars are the main sociocultural factor.similarly,due to technological business technological factor impact Toyota by rising utilization of internet business, Versatile innovation drift and Cybercrime which is risk factor while internet business and versatile innovation drift are opportunity. Furthermore, Toyota needs to incorporate natural worries in its vital basic leadership. This measurement of the PESTEL/PESTLE examination demonstrates distinguishes concerns with respect to the common habitat in connection to business. For Toyota's situation, the major environmental/ecological factors in the remote or large scale condition are change in climate, reducing global oil reserves and increasing emphasis on business sustainability, which are all the opportunity for Toyota Corporation. Finally, legal factor impact Toyotas business ,the most significant external legal factors are Enhancing protected innovation laws (opportunity) , Progressively perplexing natural laws (opportunity) and Progressively perplexing customer laws (opportunity).updated by Ferguson.E,(2017). 3. Competition There are lots of competitor brand of Toyota motor among them the cut-throat competitor of Toyota motors corporation Australia are Ford motor company, Honda motors ,Nissan Motors, Fiat etc.Among them Toyota have Cut-throat competition with Ford motors and it is also the Brand Competitors .While comparing product of both company .i.e. Toyota Corolla Hybrid and Ford Focus S Sedan, they both got similar features and benefits to the same customers at similar prices. Similarly, Nissan motors is Product competitors of Toyota ,It have different price ,features and benefits. The top selling brands in 2016 is illustrated below- Company Sold units Toyota 17,465 (up 3.7 %) Mazda 8460 (down 9.6 %) Hyundai 7603 (down 10.7 %) Holden 7071 (down 10.4 %) Ford 6894 (up 20%) Mitsubishi 5412 (up 4.3%) Nissan 5304(up 7.4 %) According to VFACTS industry figure.july 2016 edited by Costello.M, (2016) This figure shows that the top selling vehicle was Toyota and remains the king in Australian market .It left behind its competitors brand with huge unit. While talking about the strength of Toyota with Ford , Toyota is one of the oldest and reputed company in Australia which bring high brand mindfulness .Secondly, Toyota has fabulous publicizing and showcasing efforts through TVCs, online promotions, bulletins, print media and so on. Thirdly, World class R&D and Engineering capacities of Toyota .Furthermore, More than 310,000 representatives are a piece of Toyota's workforce .Finally, High brand awareness and market presence in the international market. On the other hand its weakness are ,High brand changing because of numerous choices for clients and growth of competition vehicles in automobile industry which results in decreasing market share. Now, in order to overcome these weaknesses Toyota motors should introduce new products in market .Establishment of service center and touch point in each and every regional area will be an impressive idea for Toyota to increase the sales volume. However,inorder to maintain the same monopoly market ,various strength and formulas should be implemented for example ,Maintaining high customer relationship by satisfying them after sales .Organizing Test Drive and demonstration by door to door marketing will lead this organization further.Additionally,Organisation should tie up with certain Banks for easy finance facility with low interest rate helps in attract competition customer .Furthermore, strategy on exchange program should be implemented . 4. Market segments overall The major market segment of Toyota motors corporation Australia are Demographic segmentation and Psychographic segmentation. Demographic segmentation include Age, gender, race,ethnicity,income,education,occupation,family size, family life cycle ,religion and social class. One of the advantage of Demographic segmentation is customer can easily get the information because it is readily available. For example Toyota company can markets cars to different age groups, income levels and genders. Another advantage of Demographic segmentation in this organization is customer retention and loyalty. If an organization cares its customer and give time to focus on their wants and needs, Customer will certainly come back for repeat business. In Toyota example, customers will come back or recommend their friends and family if they were satisfied with their purchase. But it also have disadvantage as well ,Demographic segmentation can make organization vulnerable to competitiors.Competitiors may try similar technique and take away potential customers.Similarly,Psychographic segmentation comprise of Personality attributes, Motives and lifestyles. Psychographics or way of life division has turned out to be progressively normal as organizations hope to distinguish purchasers in view of interests and exercises in lieu of socioeconomics. For instance of this present methodology's advantages, consider the way of life of an open air explorer. Outdoors devotees, for example, normally have couple of steady statistic characteristics. Campers are a different gathering. Along these lines, advertisers would likely focus on a portion of open air specialists or campers for new outdoors gear through outside projects or magazines (Kokemuller.N). In the first segment of Demographic, Toyota has targeted the family size as primary target market and in this segment people of Upper Middle High Income group is kept in view by Toyota as secondary target market. Land Cruiser, Prado, Camry is some major cars of this segment which are designed for those who have the willpower and buying power to purchase these cars (Drummond & Ensor, 2005). In the second fragment of Psychographic, Toyota has focused on the family size and in this portion individuals of the high class, a high salary assemble who have energetic state of mind, is kept in view by Toyota, for example, Toyota Altis Sport model and Toyota Fortuner. These games autos that aides in enhancing and elating their sense and enthusiasm for games. SUV, MUV and Sedan are its illustrations (Anon., n.d,) Toyota is offering different product in different range and in different prices. In the sport utility vehicle class alone, Toyota developed the Land Cruiser, 4Runner, Rav4 and Sequoia which is for sporty lover which falls under personality attributes. 5. Primary segment and decision making The level of involvement of Primary segment is high in terms of decision making. In these category customers learns a lot about the product than he/she fell and finally purchase the product. The strategy model is Learn-Fell-Do. For example, buying Toyota car, customer first learn about the features and benefits of car and fell it by test driving and finally make an buying .While, there are lots of factors which affect the consumer involvement. Namely; Personal, Product and situational. Self-concept needs and values are the three personal factors that influence the extent of consumer involvement in a product or service. In this factor they tend to purchase product which reflect their personality. And this factor play a crucial role buying the Toyota car. Thus, they get highly involved buying prestigious cars which match their personality. Secondly, Product factor which is also called risk factor. Customer involvement grows high because it is much risk to buy car than household item, it is riskier purchase and should thinks a lot before making purchase. Any product which is socially visible or consumed in public, demand high involvement .While analyzing with Toyotas car there is no doubt that involvement of primary segment is obviously high because due to the visibility of cars in market. Third factor which influence involvement is situational, the situation in which product generate emotional involvement. For example one becomes much more conscious about the product while buying with friends than alone. Decesion making process will be also affected by this factor .For example Toyota company advertise about the attractive scheme in purchasing car for example it may be Led TV, Mobile phone, Washing Machine etc for short time, which results to make fast decesion to customer to buy car because they will be allure by scheme and didn’t get chance to compare with other product because of limited time of scheme. However, High involvement decesion making cause a consumer a great deal of anxiety if they are not sure about their purchases or if they had a difficult time deciding between two alternatives.So,company should also tends to sell right product to consumer in order to overcome this anxiety . Organizations that offer high-inclusion items know that post purchase discord (anxiety) can be an issue. Every now and again, they attempt to offer buyers a considerable measure of data about their items, including why they are better than competition brands and how they won't let the shopper down. Business people might be used to answer addresses and do a ton of client "hand-holding." (John F. Tanner, Jr. & Mary Anne Raymond). 6. Positioning map for Organization According to the figure above, Top competition of Toyota like Honda and Ford are under same category .i.e. high quality and low price. Other product such as Kia Motors,Renault,Dacia ,Citroen falls under low quality as well as low price.Moreover,Company such as Mini and Infiniti have high price but quality is low.Similarly, BMW,Audi are the company which are high in price and quality. Toyota's uses both separation and minimal effort as nonexclusive methodologies to attempt and pick up an upper hand over their rivals in the car business. The market scope that Toyota uses is a wide one that incorporates about each kind of client that is in the market to buy a vehicle. Toyota can target such a huge market since they have something for everybody. Toyota has four wheel drive trucks and SUVs for the open air sorts or the individuals who live in territories that face serious climate conditions, mixture models like the Corolla for the eco-accommodating clients that are occupied with sparing the earth, alongside the standard autos for general, regular utilize. Also, Toyota gives vehicles to all value ranges. From the low value Toyota Corolla line of autos to the extravagant extravagance line of autos and SUVs with Lexus, Toyota has something for everybody. Toyota separates on a few levels frame their rivals. Above all else, Toyota has been extremely effective in separating on the premise of predominant plan and quality. This has prompted Toyota having the capacity to make a brand picture that is exceptionally solid and one that infers quality, dependable autos when a potential client sees it. The quality of Toyota's image picture has been found as of late with the reviews and issues Toyota confronted in managing these reviews. Toyota could survive these issues since they had such a long and demonstrated reputation of value and predominant. Another, region that Toyota separates is in innovation. Toyota was the primary effective mass create the mixture auto available when it discharged the Prius in 2003. Being the first to get their cross breed available permitted Toyota to pick up an extensive bit of the piece of the pie in the zone of half breed autos. . (Michael E. Doorman) 7. Conclusion To conclude, Toyota motors Australia has strong source of competitive advantage in automotive industry. Due to growing demand for Toyota in Australian market offer opportunities for Toyota to attain superior profitability and growth. 8. References http://www.toyota.com.au/toyota/company Toyota Australia. (2017) Toyota’s best dealers get even better .Retrieved fromhttp://www.toyota.com.au/news/toyotas-best-dealers-get-even-better Nuttall.s,(2017) vehicle sales-Trends in the Australian Automotive Market. Retrieved from http://www.acaresearch.com.au/australian-market-research-blog/are-we-reaching-peak-automotive-in-australia-a-review-of-2016-vehicle-sales tps://www.ukessays.com/essays/marketing/toyota-motor-corporation-market-analysis-marketing-essay.php-for reference http://www.caradvice.com.au/467842/july-2016-vfacts-new-vehicle-sales-down-winners-and-losers-detailed/ http://www.mbaskool.com/brandguide/automobiles/1499-ford-motor-company.html http://study.com/academy/lesson/what-is-demographic-segmentation-in-marketing-definition-advantages-disadvantages.html http://smallbusiness.chron.com/examples-market-segmentation-14403.html http://www.pondiuni.edu.in/storage/dde/downloads/markiii_cb.pdf John, F. ,Tanner, Jr., & Mary Anne Raymond. 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