Toyota Motor Corporation’s marketing mix (4Ps) reflects marketing strategies for reaching the target market of car buyers. As one of the leading firms in the global automotive industry, the company deals with diverse customer preferences in regional and local markets. As such, Toyota’s marketing mix and related strategies and tactics are tailored to address these market variations. These strategies and tactics are designed for all automotive markets worldwide, except some countries where the company does not operate. Toyota’s continuing global success highlights business effectiveness in developing and implementing its marketing mix and associated market plans and strategies.
Toyota’s marketing mix determines the strategic implementations for the company’s product mix, place or distribution, marketing communications or promotional mix, and pricing (the 4P). With global success, the automaker’s marketing approach shows effectiveness in implementing its marketing mix. This success facilitates growth in the market and, consequently, the realization of Toyota’s mission statement and vision statement, which aim for better products and leadership in mobility solutions.
Toyota’s Products
This element of the marketing mix identifies organizational outputs for target customers, who are car buyers or drivers in this case. The product families and product lines are designed to satisfy the needs and preferences of customers regarding transportation solutions. The following are the components of Toyota’s product mix:
- Automobiles
- Spare parts and accessories
- Engines
Automobiles are the most popular in this product mix. The company’s vehicles, such as Toyota and Lexus cars, are made for various market segments, depending on function, price, branding, and other variables. On the other hand, the Welcab series are automobiles modified for the elderly and people with disabilities. The company also manufactures engines, spare parts, and accessories for automobiles. This part of the marketing mix shows that Toyota focuses on the automotive market while enhancing its product mix through innovation. Product improvements are key to maintaining a strong presence in the global automobile market. Toyota’s generic competitive strategy and intensive growth strategies involve product innovation and development, which satisfy the business needs for this part of the 4Ps. Also, these products emphasize fuel or energy efficiency, which are a selling point to attract buyers and gain a bigger share of the automobile market. Such a selling point for this part of the marketing mix relates to Toyota’s CSR and ESG programs for sustainability and corporate citizenship efforts, which include environmental conservation.
Prices and Pricing Strategies in Toyota’s 4Ps
The company’s prices vary, depending on the product line and the product type or car model. This element of the marketing mix identifies how the firm sets the prices of its products. Toyota uses a combination of the following pricing strategies:
- Market-oriented pricing
- Premium pricing
Toyota uses a market-oriented pricing strategy to determine prices based on market conditions and the prices of competitors. This pricing strategy is notable in the most popular of the company’s products, such as sedans and trucks. The market-oriented pricing strategy leads to competitive selling prices. Competitive prices relate this marketing mix to the competitive advantages discussed in the SWOT analysis of Toyota. On the other hand, the business also uses a premium pricing strategy, which sets prices based on quality, premium branding, perceived value, and other variables. The company applies premium pricing for high-end or more expensive products, such as Lexus cars. This part of Toyota’s marketing mix shows that the company determines price ranges and price points based on market conditions, branding, and customer perceptions.
Place in Toyota’s Marketing Mix
Dealerships are the main places for distributing the company’s products. This element of the marketing mix determines the venues where customers can access the firm’s products. The following are the main places in Toyota’s distribution strategy:
- Dealerships
- Retailers
Toyota dealerships are where most sales transactions occur. Some retailers, like auto supply shops, also sell the company’s products, such as spare parts and accessories. This part of the marketing mix shows that Toyota relies heavily on dealerships to sell its products to the target market. Another aspect of this distribution strategy involves offices and other facilities that support dealerships and retailers. Toyota’s company structure (corporate structure) influences the facilities and organizational support provided to the operations of the places/locations included in this part of the marketing mix. Moreover, the location strategy in Toyota’s operations management supports the distribution operations in this marketing mix.
Toyota’s Promotion
The automotive company’s promotion strategy and promotional mix involve multiple tactics of marketing communications. This 4P element pertains to how the firm communicates with the target market. Toyota’s marketing mix uses the following promotion activities:
- Personal selling (dealerships)
- Advertising (various media and channels)
- Public relations
- Sales promotion
- Direct selling (corporate clients)
Toyota uses personal selling through dealerships’ sales personnel, who personally promote products to potential buyers. The automotive business also uses advertising on various media, such as TV, magazines, and websites. Advertisements are among the most visible tactics in Toyota’s marketing mix. In public relations, the company uses environmental protection and conservation initiatives, as well as community development programs and donations. These programs and initiatives create a positive brand image that promotes the company and its automobiles. On the other hand, sales promotion is occasionally used through special car deals. Also, in this 4P element, the company sometimes uses direct selling for corporate clients’ car fleets. The company uses these tactics to promote its products against competitors, like Tesla, Ford, General Motors, BMW, and Volkswagen. The Five Forces analysis of Toyota shows that these competitors engage in aggressive rivalry. The company’s marketing mix needs to effectively promote its automotive products amid competitors’ aggressive marketing strategies.
References
- Kucuk, S. U. (2023). Marketing and Marketing Mix. In Visualizing Marketing: From Abstract to Intuitive (pp. 7-13). Cham: Springer International Publishing.
- Mir-Bernal, P., & Sadaba, T. (2022). The ultimate theory of the marketing mix: A proposal for marketers and managers. International Journal of Entrepreneurship, 28, 1-22.
- Toyota Motor Corporation – Brand.
- Toyota Motor Corporation – Form 20-F.
- Toyota Global Operations – Facilities – North America.
- Toyota Motor Corporation – Vehicle Gallery.
- U.S. Department of Commerce – International Trade Administration – Automotive Industry.