CONTENTS

1) Declaration
2) Certificate
3) Acknowledgement
Page No.
CHAPTER -1 : INTRODUCTION 02 - 36
1.1 Introduction of the topic
1.2 Statement of the problem
1.3 Organizational Profile
1.4 Award & Achievement
1.5 History of the Organization
1.6 Product Profile
1.7 Competitor of the Organization
1.8 organizational Structure

CHAPTER-2 : OBJECTIVE OF THE STUDY 36-37

2.1 Objective of the study
2.2 Significance of the study

CHAPTER -3 : REVIEW OF LITERATURE 38

CHAPTER -4 : RESEARCH METHODOLOGY 39-43

4.1 Concept relating the study topic
4.2 Research Methodology

4.2.1 Research design

4.2.2 Sample size

4.2.3 Sample design

4.2.4 Data collection

4.2.5 Area of study

1
CHAPTER -5 : DATA ANALYSIS 43-66
5.1 Graphical / Tabular representation of data analysis

CHAPTER -6 : SUMMARY AND CONCLUSION 62-69

6.1 SWOT Analysis
6.2 Major Findings
6.3 Conclusions
6.4 Suggestions and Recommendations

CHAPTER -7 : ANNEXURES 70-78

7.1 Bibliography
7.2 Questionnaire

2
 ABSTRACT

Executive Summary Toyota Motor Manufacturing (TMM) confronted

with several critical issues. (See Appendix 1) These issues caused

the insufficient Just-in-Time (JIT) system. The first two critical issues

are too much dependence on sole supplier and insufficient

information management. Since TMM failed to communicate with sole

supplier KFS, they projected the production unrealistically. Also,

because of incapability of KFS to supply the car seat demand, a

growing number of cars sit off the line with defective seats or no seats

at all. For these two issues, we recommended a short-term solution

for TMM to hold monthly meeting with KFS in order to overcome

current crisis in seat supply. On the other hand, an effective

information system should be set up to help TMM to determine the

future projection. Meanwhile, TMM should use statistical process

control (SPC) chart to monitor the product quality continuously. For a

long-run strategy, TMM needs to build up its own plant for production

seats so that it can easily control the specification and quantity of the

seats that fully subject to its own requirements, and also minimize

material cost.

3
 CHAPTER -1 INTRODUCTION
1.1 Introduction of the topic
1.2 Statement of the problem
1.3 Organization profile
1.4 About Uttam Toyota
1.5 Award & Achievements
1.6 History of the Organization
1.7 Product Profile
1.8 Competitor of the Organization
1.9 Organizational Structure

4
1.1 Introduction of the topic

A strategy is a long-term plan to achieve certain objectives. A marketing strategy

is therefore a marketing plan designed to achieve marketing objectives. For
example, marketing objective may relate to becoming the market leader by
delighting customers. The strategic plan therefore is the detailed planning
involving marketing research, and then developing a marketing mix to delight
customers. Every organization needs to have clear marketing objectives, and the
major route to achieving organizational goals will depend on strategy. It is
important, therefore, to be clear about the difference between strategy and tactics.

These terms originate from military use (military strategy before and during a
military campaign is the general policy overview of how to defeat the enemy).

Developing a strategy involves establishing clear aims and objectives around

which the framework for a policy is created. Having established its strategy, an
organization can then work out its day-to-day tools and tactics to meet the
objectives.

Marketing can thus be seen as the process of developing and implementing a

strategy to plan and coordinate ways of identifying, anticipating and satisfying
consumer demands, in such a way as to make profits. It is this strategic planning
process that lies at the heart of marketing.
In 1985, the Chartered Institute of Marketing adopted the dynamic slogan:

'Marketing means Business' Strategic discipline

Marketing is now accepted as a strategic discipline or general management
function and in this respect must care for the health of a business in the future -
especially against competitive influences. This is because it is increasingly realised
that although making a profit is important, an organization should also develop its
market share and search for brand leadership as well. So the marketer must
monitor the profitability of the business and attempt to anticipate the likely trends.
At the same time rival companies should be monitored and examined for
vulnerable points.

Successful marketers must therefore be concerned with every aspect of their

business, including future project and other areas of their industry. Successful

5
companies plan five or ten years and more in advance and often know as much
about their competition as they know about themselves.

Marketing is not just a series of business-related functions, but more wide-reaching

than this. It is a business philosophy designed to develop an attitude of mind which
should be shared by everyone in an organization and is often enhanced by both
frequent and open communication. Developing such an attitude of mind reduces
the likelihood of crisis and contributes to the development of the overall future of
an enterprise at both strategic and tactical levels.

At the heart of marketing lies the degree to which an organization becomes

marketing-orientated. The more committed a company is to its marketing
activities, the more able it will be to pursue its corporate objectives and develop
and retain customers. Every business in existence relies upon its customers for
survival, and those who best meet customer needs will always survive a period of
change.

The marketing function is therefore an essential ingredient of corporate strategy,

and this marketing focus should be communicated through marketing planning into
all aspects of business activity.

In choosing a marketing strategy a frequent distinction that is made is between

undifferentiated marketing and differentiated marketing. Undifferentiated
marketing is where a single marketing mix is offered to the total market. In
contrast differentiated market is the process of attacking the market by tailoring
separate product and marketing strategies to different segments of the market, for
example, the spectacles market can be broken down into fashion segments and
functional segments, high price and low price segments, and segments for
individuals with different types of vision problems.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives
are generally tested for measurable results. Commonly, marketing strategies are
developed as multi-year plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by the marketing plan
vary by company, by industry, and by nation, however, time horizons are
becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially
unplanned. See strategy dynamics. Marketing strategy needs to take a long term

6
view, and tools such as customer lifetime value models can be very powerful in
helping to simulate the effects of strategy on acquisition, revenue per customer and
churn rate.

Marketing strategy involves careful scanning of the internal and external

environments. Internal environmental factors include the marketing mix and
marketing mix modeling, plus performance analysis and strategic constraints.
External environmental factors include customer analysis, competitor analysis,
target market analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success. A key
component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be

constructed to identify business alternatives, establish challenging goals, determine
the optimal marketing mix to attain these goals, and detail implementation. A final
step in developing a marketing strategy is to create a plan to monitor progress and
a set of contingencies if problems arise in the implementation of the plan.

Marketing Mix Modeling is often used to help determine the optimal marketing
budget and how to allocate across the marketing mix to achieve these strategic
goals. Moreover, such models can help allocate spend across a portfolio of brands
and manage brands to create value.

Types of strategies
Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is
presented below:

Strategies based on market dominance - In this scheme, firms are classified

based on their market share or dominance of an industry. Typically there are four
types of market dominance strategies:
 Leader
 Challenger
 Follower
 Nicher

7
Strategic models
Marketing participants often employ strategic models and tools to analyze
marketing decisions. When beginning a strategic analysis, the 3Cs can be
employed to get a broad understanding of the strategic environment. An Ansoff
Matrix is also often used to convey an organization's strategic positioning of their
marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a
defined strategy. Marketing Mix Modeling is often used to simulate different
strategic flexing go the 4Ps. Customer lifetime value models can help simulate
long term effects of changing the 4Ps, e.g.; visualize the multi-year impact on
acquisition, churn rate, and profitability of changes to pricing. However, 4Ps have
been expanded to 7 or 8Ps to address the different nature of services.

There are many companies especially those in the Consumer Package Goods
(CPG) market that adopt the theory of running their business centered around
Consumer, Shopper & Retailer needs. Their Marketing departments spend quality
time looking for "Growth Opportunities" in their categories by identifying relevant
insights (both mindsets and behaviors) on their target Consumers, Shoppers and
retail partners. These Growth Opportunities emerge from changes in market trends,
segment dynamics changing and also internal brand or operational business
challenges. The Marketing team can then prioritize these Growth Opportunities
and begin to develop strategies to exploit the opportunities that could include new
or adapted products, services as well as changes to the 7Ps.

Real-life marketing
Real-life marketing primarily revolves around the application of a great deal of
common-sense; dealing with a limited number of factors, in an environment of
imperfect information and limited resources complicated by uncertainty and tight
timescales. Use of classical marketing techniques, in these circumstances, is
inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and
the rational development process may be used (if at all) to screen out the worst
non-runners. The design of the advertising, and the packaging, will be the output
of the creative minds employed; which management will then screen, often by
'gut-reaction', to ensure that it is reasonable.

For most of their time, marketing managers use intuition and experience to analyze and
handle the complex, and unique, situations being faced; without easy reference to theory.
This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall
strategy, coupled with the knowledge of the customer which has been absorbed almost by
8
a process of osmosis, will determine the quality of the marketing employed. This, almost
instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it
from the refined, aesthetically pleasing, form favored by the theorists. An organization's
strategy that combines all of its marketing goals into one comprehensive plan. A good
marketing strategy should be drawn from market research and focus on the right product
mix in order to achieve the maximum profit potential and sustain the business. The
marketing strategy is the foundation of a marketing plan.

MARKETING STRATEGY OF TOYOTA

Marketing Objectives

Toyota Company has maintained its strategy to introduce the car in the market with some
strategic initiatives. The company is also going to establish new manufacturing plant to
enhance its production capacity and provides the market in huge numbers. The company
will tap the new markets, from where they can get good revenue over there and get good
market share of their products.

Market Segmentation

The company is providing such products, which are good for every segment of society.
These vehicles have good reputation and millions of motor are sold every year across the
world. The latest models of this vehicle will grab the attention of its clients and there are
different features of the vehicles in every new model, which are great fun for the
motorcycle lovers.

Target Market

The Toyota are not only good for the city but also for the rural areas due to its strong and
sustainable designs and structure. The people living in remote areas will prefer to buy this
car to cover long distances on this and it will be target market for this vehicle. Toyota is
the popular brand name and it has created good image among its users.

Product Differentiation and Positioning

Toyota is vast range of models as this brand has been preparing the latest models every
year. Various new features are added in the new models to make them vibrant and
sophisticated. The brand has prepared the unique and innovative styles of the vehicles,

9
which can help them to meet their requirements. The brand is leader in the automobile
market and it can get attention of its clients.

Marketing Mix

Place

The company are provided in the market through different franchises, which are working
in different markets. The company has maintained its franchises and it supplies its
vehicles there regularly according to the demand of the company. The customers can visit
the nearest sale center of the company and they can look for the new brands of the car
there.

Price

Toyota is the strong and trusted name in the automobile manufacturing company and it
got tremendous reputation over its products. The company provides its motorcycles at the
higher rates and these are provided to them for their convenience. In the pricing
strategies, the manufacturing cost, taxation amount and other expenses are also included,
which can make it more precious and the good structure of the honda will also demand
good cost over this vehicle.

Promotion

Toyota manufacturing company has the good promotion strategy and it adopted the sound
and effective advertisement policy for the provision of their vehicles. The latest
information is shared with the clients and the advertisements are appeared in both
electronic and print media. The use of social media is also carried out for the publicity of
the vehicles. It also has sponsored various sports activities and events to promote the
brand image among its users.

Marketing Strategy

Toyota is the leading automobile manufacturing company, which is now going to launch
their vehicles without considering any specific category. The company has the full line
up, which has covered the entry level with the low cost car, which can have good taste
and fund elements for the people. The company is now going to introduce new features in
this and brings some revolutionary changes for the lovers.

10
Return of Investment

Toyota Company makes plans for the manufacturing of different projects and it helps
them to complete them. The company helps in making investment in the automobile
industry and it also earn profit over the sale of these vehicles. They need to know the
investment and the motorcycles are provided at the suitable prices with the high end
technology.

1.2 Statement of the problem

In Indian car industry, small car segments have played a very crucial and significant role
due to its economy, efficiency and effectiveness. Due to invasion of foreign cars into
Indian markets, the pace of competition has hiked. This has brought into market, number
of Brands and their variants competing to with each other.

In an effort to counter competition from local and foreign players, Toyota started
restructuring its operations. The continuous decline in market share and sales forced the
company to rethink its strategy and formulate a new competitive strategy. Toyota
upgraded its manufacturing facilities to meet the foreign challenge with its claims of
high-end technology. It broadened its product portfolio and expanded its sales and service
network to reach all over India. All these factors have resulted in flux in the minds of the
customers as to which brand to go for. In other words, Brand-switching is gaining the
momentum. So to position the brand in the minds of the customers the company or dealer
should keep the track of this shift in preferences.

11
 1.3 ORGANISATIONAL PROFILE

INTRODUCTION OF THE ORGANIZATION

 The world's top ten automotive companies, Japan's biggest car company, was founded in 1933,
now has developed into the main car production; business to large industrial groups involved in
machinery, electronics, finance and other industries.
Toyota's early manufacturing of textile machinery, textile machinery production, founder Kiichiro
Toyoda in 1933 established the Automotive Division, and thus began the history of manufacturing
cars of Toyota Motor Corporation. In 1935, Toyota AI cars a successful trial, the second year of
the formal establishment of Automotive Industry Corporation. However, the slow development of
the whole number of 30's and 40's, just after World War II, Toyota Motor Corporation to
accelerate the pace of development. Through the introduction of European and American
technology under the guidance of the U.S. automotive technical experts and management experts,
and soon mastered the art of automobile production and management techniques, and in
accordance with the characteristics of the Japanese nation, created the famous Toyota Production
System management mode, and continue to be improve and perfect, greatly improving plant
efficiency and product car at the end of the 1960s, the influx of the North American market. In
1972, the total production of 10 million.
The 1970s were the golden period of rapid development of the Toyota Motor Corporation from
1972 to 1976 was only four years due, the company produced 10 million cars, annual car reach
over 200 million. The 1980s, Toyota Motor Corporation's production and sales are still straight up
to the early 1990s, annual output of the car has exceeded 4 million to close to 5 million, beating
the Ford Motor Company vehicle production ranked second in the world. Toyota Motor
Corporation, the 1960s and 1970s Japan's self-growth period, after the 1980s, and began it fully
into the world of international strategy. It worked in the United States, Britain and Southeast Asia
to establish wholly-owned or joint ventures, and automotive research and development center
jointly built by the local implementation of the internationalization strategy of the local research
and development of design and production.
Toyota Motor Corporation has a strong technical development capabilities, and attaches great
importance to study customer demand for cars. Hit a different brand-name products and thus in
different historical stages of its development, and rapid product changeovers to defeat the US-
European competitors. Early Toyota, Crown, optical crown, Corolla car, a famous and recent
Cressida lek Texas luxury car is also very prestigious. Toyota Motor Corporation, headquartered
in Tokyo, Japan, the incumbent president, Shoichiro Toyoda. An annual output of the car is nearly
5 million, and exports account for nearly 50%.
Toyota Motor Corporation in partnership with South Korea's Hyundai Motor Company.

Facilities
With design and R&D bases overseas from the U.S.A. to Belgium, as well as numerous
assembly plants, Toyota builds vehicles to suit each individual market. Toyota further
provides great new knowledge centers for the public such as museums and plant tours.

12
Sales Network
1. TOYOTA A HISTORY 10-year Company History

2. TOYOTA A HISTORY 20-year Company History

3. APPENDICES, TOYOTA A HISTORY OF THE FIRST 50 YEARS

Environment and Safety

Toyota has positioned the environment as a priority management issue.

Toyota promotes environmental management in all regions around the world and in all
areas while collaborating and cooperating with companies subject to consolidated
environmental management, business partners, employees, and other stakeholders.

Toyota Assure

Toyota Motor said will build a new plant in Baja, Mexico, to build Corolla cars
for U.S. NO WAY!" President-elect Trump tweeted Thursday.

Auto Terrace

Chances are your first car wasn't shiny and new. First cars are often
previously owned or hand-me-downs. But now, it's time to reward all your
hard work and determination with a reliable, affordable and fun to drive
NEW car.

For over 40 years, we've helped Canadians drive home in Toyota vehicles –
earning a reputation for quality, durability and reliability. When you're ready
for Your First New Car, we can help you consider all of your options and
find the Toyota that suits you best.

Vision

Basic Principles

 Respect for the individual.

 The Three Joys (buying, selling and creating).

We at Toyota believe that each person working in or coming in touch with our
Company, directly or through our products, should share a sense of joy through
that experience. This feeling is expressed in what we call "The Three Joys"

13
Our Goal is to provide joy through our Business:

The Joy of Buying: For those who buy our Products

The Joy of Selling: Engage in selling our products and services

The Joy of Creating: Involved in business of creating our Products

Company Principle (Mission Statement)

Maintaining a global viewpoint, we are dedicated to supplying products of the

highest quality, yet at a reasonable price for worldwide customer satisfaction.

Management Policies

 Proceed always with ambition and youthfulness.

 Respect sound theory, develop fresh ideas, and make the most effective use
of time.
 Enjoy work and encourage open communication.
 Strive constantly for a harmonious flow of work.
 Be ever mindful of the value of research and endeavor.
Dreams inspire us to create innovative products that enhance mobility and benefit
society. To meet the particular needs of customers in different regions around the
world, we base our sales networks, research and development centers and
manufacturing facilities in each region. Furthermore, as a socially responsible
corporate citizen, we strive to address important environmental and safety issues.

14
1.4 UTTAM TOYOTA
Uttam Toyota is engaged in Sales and Service of Toyota Vehicles. Uttam Toyota covers
12 districts of Delhi. Mrs. Babita Nihal (CEO) and Mr. Jaldeep Yadav (VP) promotes this
dealership.

Uttam Toyota is situated on Noida sec63. Noida is a business center and is well connected
by road, rail and air.

The customer base includes Industrial houses, Businessmen, Government Departments

and others. The Principal, M/s Toyota for development of competence of their
employees.

They have implemented a Quality Management System in accordance with ISO- 9001:
2000 and they are in the process of obtaining the desired result.

Uttam Toyota, Noida, is the latest to join the network of exclusive Toyota '3S'
dealerships. '3S', which signifies Sales, Service & Spare parts under one roof, is Toyota's
unique approach to customer care and service.

The Sales, Service and Spare Parts officers in the Dealership have been given extensive
training by Toyota.

Uttam Toyota is one of the first of its kind in Noida, similar to other Toyota Dealerships
in India, meeting Toyota International Standards. It is fully equipped with state-of-the-art
tools & equipment and necessary spare parts, from the day of commencement of its
operations. Mr. S. Yamazaki Managing Director, Toyota Kirloskar Motor Ltd., in
presence of the Honorable Minister for Large & Medium Industries, Govt. of Karnataka,
Mr. R. V. Deshpande, the Deputy Managing Director of TKML, Mr. K. K. Swamy, and
Director of Marketing - TKML, Mr. S. Aoki, inaugurated the facility on 29th April 2001.

Qualis, launched as a premium MPV a year ago, conforms to the global Toyota Standard.
Toyota Qualis is poised in a category all to itself, having set new benchmarks for Quality,
Reliability and Performance. It is powered with the most efficient 2.4L diesel engine and
comes in different variants, and conforms to Euron standards by wide margins.

Toyota Qualis launched in January 2000, has 35% market share in the MPV segment,
selling 21,785 Qualis (domestic sales) in its first year of operation itself, exceeding its
15
yearly target of 20,000 units. 2001 saw a demand for Qualis on the rise, with record sales
of 3,010 units in March alone.

Uttam Toyota

Noida- Sector 63, Uttar Pradesh

MISSION STATEMENT

“TOTAL CUSTOMER SATISFACTION IS OUR MISSION”

TO ACHIVE THIS WE WILL ALWAYS STRIVE TO IMPROVE PROCESSING

CONTINUOUSLY AND DELIVER QUALITY SERVICE AS PER CUSTOMER
NEEDS AND THUS BUILD “CUSTOMER FOR LIFE”

Objectives of Uttam Toyota: -

Managing Director in co- ordination with General Manager has defined following quality
objectives for Uttam Toyota.

1. To understand and define customer vehicle requirements clearly and executing the
order as per the sales process so as to achieve 100% customer satisfaction.

2. To procure spare parts and materials from approved suppliers and keep optimum
stock levels so that customer requirements are fulfilled.

3. To understand and define customer service needs clearly and executing them as
per service process so as to achieve 100% customer satisfaction.

4. To allocate work to competent personnel and improve their competence through

effective training.

5. To improve the process continuously at every opportunity.

6. To maintain a pressure free environment, hygienic facilities and clean atmosphere

with an aim to serve people and society.

16
 1.5 AWARDS & ACHIEVEMENT

SR # AWARDS YEAR
1 BEST IN SALES NATION-WIDE 1996~97
2 TOYOTA BEST IN PARTS (CENTRAL REGION) 1996-97
3 BEST IN SERVICE NATION-WIDE AWARD 1998-99
BEST IN CUSTOMER SATISFACTION INDEX AWARD(CENTRAL
4 1999~00
REGION)
5 BEST IN SERVICE CENTRAL REGION 2000-01
6 BEST AWARD IN PARTS 2003~04
7 JISHUKEN AWARD 2004~05
8 BEST IN TMO PROMOTIONAL AWARD NATION-WIDE 2005~06
9 BEST IN SALES CENTRAL REGION 2005~06
10 BEST IN SERVICE AWARD NATION-WIDE 2005~06
11 TOYOTA BEST IN SPARE PARTS REGIONAL AWARD 2005~06
12 BEST OF THE BEST DEALERSHIP AWARD 2005-06
KAIZEN MARATHON (PERFORMANCE AWARD) 1ST AWARD IN
13 2005~06
PAVILLION
KAIZEN MARATHON (PERFORMANCE AWARD) 1ST AWARD IN
14 2005~06
SERVICE PRESENTATION
15 KAIZEN MARATHON 2ND AWARD IN PARTS PRESENTATION 2005~06
16 BEST IN SERVICE NATION-WIDE AWARD 2006~07
17 BEST OF THE BEST DEALERSHIP AWARD 2006~07
18 JISHUKEN AWARD (B & P) QUICK REPAIR LINE 2006~07
19 KAIZEN MARATHON BEST IN PARTS PRESENTATION AWARD 2007~08
20 KAIZEN MARATHON BEST STALL IN RED PAVILLION 2007~08
TOYOTA STANDARDS OF EXCELLENCE FOR CUSTOMER
21 2003~07
SERVICE TSM
TOYOTA (NATIONAL SKILL CONTEST 2008 (PAINT
22 2007~08
TECHNICIAN) 2ND RUNNER-UP
15th KAIZEN CONVENTION BEST KAIZEN PRESENTATION
23 2008
AWARD
24 BEST OF THE BEST DEALERSHIP AWARD 2007~08
25 BEST AWARD IN SALES NATION-WIDE 2007~08
26 BEST IN SERVICE AWARD NATION-WIDE 2007~08
27 BEST IN CR CENTRAL REGION 2007~08
28 BEST CR MANAGER AWARD 2007~08
29 BEST CR EXECUTIVE AWARD 2007~08
30 BEST IN CR CENTRAL REGION 2008~09
31 CSMIM CHAMPION AFTERSALES AWARD 2009~10
17
32 BEST IN SALES AWARD NATION-WIDE 2009~10
33 BEST IN CR CENTRAL REGION 2009~10
34 BEST OF THE BEST DEALERSHIP AWARD 2010~11
35 BEST IN CR CENTRAL REGION 2010~11
36 BEST IN SALES CENTRAL REGION 2010~11
37 BEST IN PARTS SALES CENTRAL REGION 2010~11

18
 1.6 HISTORY OF THE ORGANIZATION
Year Month Major events

1935 Development of nationwide dealers for Toyoda vehicles started

1946 Sales network rebuilt

1956 April Toyopet dealers begin operations in seven prefectures*1

1957 February Toyota Diesel dealers begin operations

1961 June Publica dealers begin operations*2

1966 July Toyota Rental Car Services established, marking entry into the rental car business

November Toyota Tokyo Parts Distributor Co., Ltd. Established

1967 November Toyota Auto dealers begin operations

1969 March Name of Toyota Publica dealers changed to Toyota Corolla dealers

1980 April Toyota Vista dealers begin operations

1992 April DUO dealers open

1998 August Corporate identity of Toyota Auto changed, becoming Netz

2004 May Toyota brand sales channels reorganized into four channels, marking creation of the new Netz
channel (119 locations)

2005 August Lexus dealers begin operations in Japan (143 locations nationwide)

1.7 PRODUCT PROFILE

19
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CR-V

24
 1.8 COMPETITORS OF THE ORGANIZATION

Maruti Suzuki

Maruti Suzuki India Limited (/Maruti

Suzuki/), commonly referred to as Maruti
and formerly known as Maruti Udyog Limited, is an automobile manufacturer in
India. It is a subsidiary of Japanese automobile and motorcycle manufacturer
Suzuki. As of November 2012, it had a market share of 37% of the Indian
passenger car markets. Maruti Suzuki manufactures and sells a complete range of
cars from the entry level Maruti 800 (discontinued), Alto, to the hatchback Ritz,
Celerio, A-Star, Swift, Wagon R, Zen and sedans DZire, Ciaz, Kizashi and SX4, in
the 'C' segment Eeco, Omni, Multi-Purpose vehicle Suzuki Ertiga and Sports
Utility vehicle Grand Vitara.

The company's headquarters are at No 1, Nelson Mandela Road, New Delhi. In

February 2012, the company sold its ten millionth vehicle in India.

Ford Motor Company

The Ford Motor Company (commonly referred

to as simply Ford) is an American multinational
automaker headquartered in Dearborn, Michigan, a
suburb of Detroit. It was founded by Henry Ford and incorporated on June 16,
1903. The company sells automobiles and commercial vehicles under the Ford
brand and most luxury cars under the Lincoln brand. Ford also owns Brazilian
SUV manufacturer, Troller, and Australian performance car manufacturer FPV. In
the past it has also produced tractors and automotive components. Ford owns a
2.1% stake in Mazda of Japan, an 8% stake in Aston Martin of the United
Kingdom, and a 49% stake in Jiangling of China. It also has a number of joint-
ventures, two in China (Changan Ford Mazda and Ford Lio Ho), one in Thailand
25
(AutoAlliance Thailand), one in Turkey (Ford Otosan), and one in Russia (Ford
Sollers). It is listed on the New York Stock Exchange and is controlled by the Ford
family, although they have minority ownership.

Ford introduced methods for large-scale manufacturing of cars and large-scale

management of an industrial workforce using elaborately engineered
manufacturing sequences typified by moving assembly lines; by 1914 these
methods were known around the world as Fordism. Ford's former UK subsidiaries
Jaguar and Land Rover, acquired in 1989 and 2000 respectively, were sold to Tata
Motors in March 2008. Ford owned the Swedish automaker Volvo from 1999 to
2010. In 2011, Ford discontinued the Mercury brand, under which it had marketed
entry-level luxury cars in the United States, Canada, Mexico, and the Middle East
since 1938.

During the financial crisis at the beginning of the 21st century, it was close to
bankruptcy, but it has since returned to profitability.

Ford is the second-largest U.S.-based automaker (preceded by General Motors)

and the fifth-largest in the world based on 2010 vehicle sales. At the end of 2010,
Ford was the fifth largest automaker in Europe. Ford is the eighth-ranked overall
American-based company in the 2010 Fortune 500 list, based on global revenues
in 2009 of $118.3 billion. In 2008, Ford produced 5.532 million automobiles and
employed about 213,000 employees at around 90 plants and facilities worldwide.
The company went public in 1956 but the Ford family, through special Class B
shares, still retain 40 percent voting rights.

Nissan

Nissan Motor Company Ltd, usually shortened to Nissan, is a

Japanese multinational automobile manufacturer headquartered
in Nishi-ku, Yokohama, Japan.
Since 1999, Nissan has been part of the Renault–Nissan
Alliance, a partnership between Nissan and French automaker
Renault. As of 2013, Renault holds a 43.4% voting stake in Nissan, while Nissan
holds a 15% non-voting stake in Renault. Carlos Ghosn serves as CEO of both
companies.
26
Nissan Motor sells its cars under the Nissan, Infiniti, and Datsun brands with in
house performance tuning NISMO.

Nissan was the sixth largest automaker in the world behind Toyota, General
Motors, Volkswagen Group, Hyundai Motor Group, and Ford in 2013. Taken
together, the Renault–Nissan Alliance would be the world’s fourth largest
automaker. Nissan is the leading Japanese brand in China, Russia and Mexico.

Tata Motors

Tata Motors Limited (formerly TELCO, short for Tata

Engineering and Locomotive Company) is an Indian
multinational automotive manufacturing company
headquartered in Mumbai, Maharashtra, India and a
subsidiary of the Tata Group. Its products include passenger
cars, trucks, vans, coaches, buses, construction equipment and military vehicles. It
is the world's 17th-largest motor vehicle manufacturing company, fourth-largest
truck manufacturer, and second-largest bus manufacturer by volume.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur,

Pantnagar, Lucknow, Sanand, Dharwad, and Pune in India, as well as in Argentina,
South Africa, Thailand, and the United Kingdom. It has research and development
centres in Pune, Jamshedpur, Lucknow, and Dharwad, India, and in South Korea,
Spain, and the United Kingdom. Tata Motors' principal subsidiaries include the
British premium car maker Jaguar Land Rover (the maker of Jaguar, Land Rover,
and Range Rover cars) and the South Korean commercial vehicle manufactuer
Tata Daewoo. Tata Motors has a bus-manufacturing joint venture with Marcopolo
S.A. (Tata Marcopolo), a construction-equipment manufacturing joint venture with
Hitachi (Tata Hitachi Construction Machinery), and a joint venture with Fiat which
manufactures automotive components and Fiat and Tata branded vehicles.

Founded in 1945 as a manufacturer of locomotives, the company manufactured its

first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which
ended in 1969. Tata Motors entered the passenger vehicle market in 1991 with the
launch of the Tata Sierra, becoming the first Indian manufacturer to achieve the
capability of developing a competitive indigenous automobile. In 1998, Tata
launched the first fully indigenous Indian passenger car, the Indica, and in 2008
27
launched the Tata Nano, the world's cheapest car. Tata Motors acquired the South
Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004 and
purchased Jaguar Land Rover from Ford in 2008.

Tata Motors is listed on the Bombay Stock Exchange, where it is a constituent of

the BSE SENSEX index, the National Stock Exchange of India, and the New York
Stock Exchange. Tata Motors is ranked 287th in the 2014 Fortune Global 500
ranking of the world's biggest corporations.

Hyundai Motor Company

The Hyundai Motor Company is a South Korean

multinational automotive manufacturer headquartered in
Seoul, South Korea. The company was founded in 1967
and, along with its 32.8% owned subsidiary, Kia Motors,
together comprise the Hyundai Motor Group, which is the world's fifth largest
automaker based on annual vehicle sales in 2012. In 2008, Hyundai Motor
(without Kia) was ranked as the eighth largest automaker. As of 2012, the
Company sold over 4.4 million vehicles worldwide in that year, and together with
Kia, total sales were 7.12 million.

Hyundai is currently the fourth largest vehicle manufacturer in the world. Hyundai
operates the world's largest integrated automobile manufacturing facility in Ulsan,
South Korea, which has an annual production capacity of 1.6 million units. The
company employs about 75,000 people worldwide. Hyundai vehicles are sold in
193 countries through some 6,000 dealerships and showrooms.

28
Škoda Auto

Škoda Auto, more commonly known as Škoda, is a Czech

automobile manufacturer founded in 1895 as Laurin &
Klement. It is headquartered in Mladá Boleslav, Bohemia, Czech
Republic.
The car manufacturer was acquired by Škoda Works in 1925.
The company became a wholly owned subsidiary of the
Volkswagen Group in 2000, specifically to fill the role as the group’s
entry brand, but the Czech brand move progressively more upmarket, when most
models overlap with their Volkswagen counterparts on price and features, while
eclipsing them on space. Its total global sales reached 1.04 million cars in 2014
and had risen annually by 12.7 percent.

Chevrolet

Chevrolet, colloquially referred to as Chevy and

formally the Chevrolet Division of General Motors Company, is an American
automobile division of the American manufacturer General Motors (GM). Louis
Chevrolet and ousted General Motors founder William C. Durant started the
company on November 3, 1911 as the Chevrolet Motor Car Company. Durant
used the Chevrolet Motor Car Company to acquire a controlling stake in General
Motors with a reverse merger occurring on May 2, 1918 and propelled himself
back to the GM presidency. After Durant's second ouster in 1919, Alfred Sloan,
with his maxim "a car for every purse and purpose," would pick the Chevrolet
brand to become the volume leader in the General Motors family, selling
mainstream vehicles to compete with Henry Ford's Model T in 1919 and
overtaking the Model T as the best-selling car in the United States by 1929.

Chevrolet-branded vehicles are sold in most automotive markets worldwide, with

the notable exception of Oceania, where GM is represented by their Australian
subsidiary, Holden. In 2005, Chevrolet was relaunched in Europe, primarily selling
vehicles built by GM Daewoo of South Korea with the tagline "Daewoo has grown
up enough to become Chevrolet", a move rooted in General Motors' attempt to

29
build a global brand around Chevrolet. With the reintroduction of Chevrolet to
Europe, GM intended for Chevrolet to be a mainstream value brand, while GM's
traditional European standard-bearers, Opel of Germany, and Vauxhall of England
will be moved upmarket. However, GM reversed this move in late 2013,
announcing that the brand would be withdrawn from Europe, with the exception of
the Camaro, and Corvette in 2016. Chevrolet vehicles will continue to be marketed
in the CIS states, including Russia. After General Motors fully acquired GM
Daewoo in 2011 to create GM Korea, the last usage of the Daewoo automotive
brand was discontinued in its native South Korea and succeeded by Chevrolet

Mahindra and Mahindra Limited (M&M)

Mahindra and Mahindra Limited (M&M) is an Indian

multinational automobile manufacturing corporation headquartered in Mumbai,
Maharashtra, India. It is one of the largest vehicle manufacturers by production in
India and the largest manufacturer of tractors across the world. It is a part of
Mahindra Group, an Indian conglomerate.

It was ranked as the 10th most trusted brand in India, by The Brand Trust Report,
India Study 2014. It was ranked 21st in the list of top companies of India in
Fortune India 500 in 2011.

Its major competitors in the Indian market include Maruti Suzuki, Tata Motors,
Ashok Leyland, Toyota, Hyundai, Mercedes-Benz (Merc) and others.

30
 1.9 Organizational Structure

Proprietor

G.M.

Sales Service Spares

Sales Sales Sales Supervisor Computer Labour

Mechanics Mechanics Mechanics

***********

31
CHAPTER-2 OBJECTIVE OF THE STUDY

2.1 Objective of the study

 To find out the marketing strategies of Toyota Motors.

 To increase penetration in the market.

 To know what is the market potential of Toyota Motors in comparison to other

competitors.

 To analyze when and which type of sales promotional schemes will increase
the sale volume of Toyota Motors.

 To see the distribution gap by which the product is selling.

 To find out satisfaction level of consumers towards Toyota.

32
2.2 Significance of the study

The main scope of the study is to ascertain various marketing strategies of Toyota
Motors by JMK Toyota Motors Pvt. Ltd., India.

The scope of this study for Management students is to apply all their theoretical
knowledge in the company's project training. During the dissertation project they
solve the particular problem given by the company and come to know various
things particularly. Before the survey could be launched several decisions were
necessary. The scope of the study must be defined. It has to be made by taking into
account the research project needs and the possibility of the available resources
and time. The project report has dealt mainly with the Marketing Strategies of
Toyota Motors under JMK Toyota Motors Pvt. Ltd., India.

The study gives the company a true and unbiased picture of its position and
standing in the Bihar zone especially in India market and also its image in the
society.

33
CHAPTER- 3REVIEW OF LITERATURE

(i) Limitation of time: -

The time allowed for the study was not sufficient, so it was not possible to
adopt full methodology within the stipulated time.

(ii) Limitation of finance: -

It had not been possible to make in depth study in above respect due to the
limitation of finance.

(iii) Limitation of area: -

It was not possible to survey the India due to the lack of time and
finance.

(iv) Some other Limitations: -

(a) More stress was given on primary data as it was difficult to collect
secondary data from organization.
(b) The result of Survey are based upon crucial assumptions like -
 The respondents know the right answer to the question put to them.
 They are willing to give the right answer.

(c) All the conclusion and suggestion will be made in the feedback obtained
from survey on the basis of responses given by respondents.

In spite of all those limitations efforts were made on my part to come out
with whatever possible information was gathered and give view/points on it in the
form of suggestion at the concluding part of this project.

34
 CHAPTER -4RESEARCH METHODOLOGY

4.1 Concept relating the study topic

4.2 Research Methodology

4.2.1 Research design

4.2.2 Sample size

4.2.3 Sample design

4.2.4 Data collection

4.2.5 Area of study

35
4.1 Concept relating the study topic

Sales and Distributions strategy

Sl. Sales & Meaning Objectives

No. Distribution
1. Price-off Offering product at lower To encourage immediate sales,
Offer price. attract non-users, induce new
product trial, counter
competition, inventory buildup
at the trade level.
2. Quantity-off Offering more quantity of the To encourage more/longer
Offer same product at no extra cost duration consumption, higher
or with a very nominal or excess quantity movement
from the factory, trade up
consumer for higher quantity
pack size.
3. Coupons When the consumer is entitled To encourage product trial,
to redeem specific standard build loyalty, trade up regular
certificate for a product/article users, stimulate repurchase
free or in part payment. rate, solicit enquiries.
Coupons are used by both the
manufacture and the dealers
for sales promotion. Coupons
are used by both the
manufacture and the dealers
for sales promotion. Coupons
may be distributed by mail, by
media advertisements, door-
to-door inside product
package or by dealers on
purchase.
4. Trading Organized by trading stamp To encourage consumer
stamp companies or large retailers. loyalty to certain retail stores.
Trading stamps are a kind of
discount coupons offered to
36
consumers linked with the
quantum of their purchase. On
enough accumulation these are
redeemable for various kinds
of merchandise.

37
5. Consumer When individuals are invited To create brand awareness
contests and to complete on the basis of and stimulate interest in the
lucky draws creative skills. The latter is brand acquaint consumers
based on the change or luck with brand usage and
factor. benefits, build traffic at the
store precipitate brand usage
and benefits, build traffic at
the store precipitate brand
purchase, obtain consumer
feedback promote advertising
theme of the company.
6. Dealer stock It is a type of point-of To provide product exposure
Display purchase advertising, which at the point of purchase,
contests uses the show windows of generate traffic at the store,
the dealers for providing infuse enthusiasm among
exposure to the sponsored dealers.
products. Dealers
participating enthusiastically
and creatively are awarded.
7. Dealers Sales Where participating dealers To increase sales, by dealers,
Consents are invited to complete in loyalty & motivate dealer's
terms of the sales staff to sell more.
performance.
8. Discounts Other than normal trade and To push more sales to trade,
cash discounts. early cash recovery.
9. Trade These are temporary price
Allowances reductions/reimbursement of
expenses incurred by dealers
- in full or in part, its varied
types are as under.
(a) Trade or Offer of price reduction or To load the trade.
buying purchase of specified
allowance quantity of a product.
(b) A secondary incentive, To encourage trade co-
which offers a certain sum of operation and stimulate
money to trade for, each repurchase.
additional unit bought over
and above the deal.
(c) Count and When a specific amount of To move, stocks faster,
recount money is offered after reward on sale only.
38
 ascertaining the number of
units sold during a specified
period.
(d) An allowance to trade for To create enthusiasm in
Merchandise providing desired sales trade, improve traffic and
(Display) promotion and product exposure at the point of
Allowance displays. purchase, gain larger
space/effort of the trade in
the promotion of sponsor's
product as against the
competitors.
10. Dealers gifts Offer of useful articles and To improve dealer relations,
attractive gifts to dealers for make impact on consumer
his personal, family or office scheme/ contest offered.
use.
11. Premium or When an additional To push a specific product or
push money compensation is offered to product line.
trade or sales force for
pushing additionally a
specific product or product
line.
12. Point-of- Those special displays, To attract traffic at retail
Purchase (POP) racks, banners, exhibits, that store, remind customers
are placed in the retail store encourage impulse buying,
to support the sale of a ensure additional visibility to
brand. the advertising campaign.

39
SALES PROMOTION STRATEGY

Marketers use many methods of sales promotion. Depending upon the creativity
level of their sponsors, their variety seems very large. Following are some of the
most commonly used methods of sales promotion.

As noted above, the accomplishments of the desired promotion and marketing

objectives ultimately depends on the extent of the desired response received from
methods which are build around these three target groups. Further, in terms of the
impact desired, the variety of sale promotion schemes offered are grouped into
two categories. One, aimed at producing immediate impact, and the other delayed
impact i.e. carrying on the impact over a period of time before receiving the full
benefit of the scheme. Price discounts, free samples or large quantity packs are the
popular examples of immediate impact schemes, whereas coupons, trading
stamps, and contests are examples of delayed impact category of sales promotion
schemes.

Promotional Activities consist of various means of communicating persuasively

with the target audience. The important methods are:
a) Advertising: Where an identified sponsor pays media (Such as T.V.) to
transmit message to target consumer.
b) Personal Selling: Where sales representative employed by the firm engage
in interpersonal communication with individuals consumer and prospective
customers.
c) Sales Promotion: Where the marketer utilize displays, demonstrations.
premiums, contests or similar devices.
d) Publicity and Public Relation: Help to stimulate supportive news items
about the firm and its product that have greater credibility with public than
advertising.
All these methods of Promotional Activities constitute the promotion Mix.
Sales promotion is the only method that makes use of incentives to complete the
pull promotional strategy of motivating the sales force, the dealers and the
consumers in transacting a sale.
According to "American Marketing Association", Sale and distribution
refers to "Those activities other than personal selling, advertising and publicity,
that stimulate consumer purchasing and dealer effectiveness, such as display,
shows and exhibition, demonstrations and various other non-recurrent selling
efforts not in ordinary.
40
 "Sales Promotion" is also known by the name of "Extra Purchase Value
(E.P.V.)"
4.2 Research Methodology

RESEARCH DESIGN

It is a conceptual structure within which research should be conducted. Thus the

preparation of such design facilities research to be as efficient as possible and will
yield maximum information.

SAMPLING

Totally 100 samples were contacted and data were collected. The data required for
the study was collected by way of structured Questionnaire. Random sampling
method was adopted to select the sample. Owing to all location advantage,
respondents belonging to all area were selected.

SOURCES OF DATA

The task of collecting data begins after a research problem has defined and the
plan has been chalked out. This study pertains to collection of data through
primary and secondary sources.

PRIMARY DATA

Primary data was mainly collected through personal contacts, market survey using
a questionnaire with both open and closed ended questions, multiple choice
questions were prepared and personal interview was carried out to obtain data.

SECONDARY DATA

The data already collected and published are referred through the company sales
guide and the following website:
 www.toyotamotors.co.in
 www.jmkmotors.co.in

TYPE OF RESEARCH

Here in order to meet the research objectives, descriptive research design is used.
41
DESCRIPTIVE RESEARCH DESIGN

Descriptive research design includes surveys and fact findings, enquiries of

different kinds. The major purpose of descriptive research is description of state of
affairs, as it exists at present. Descriptive research will be applicable to the existing
problem.

INSTRUMENT DESIGN

Questionnaire Design

Designing and implementing the question is one of the most interesting and
challenging tasks of conducting research and analysis. This questionnaire has
revealed the importance of the above.

Questionnaire

This method of data collection is quiet popular particularly in case of big enquiries
Research workers, Private and Public organizations and even by government. In
this method, a questionnaire is sent to the persons concerned with the request to
answer the questions and return the questionnaire. A questionnaire consists of
number of questions printed or typed in definite order or a form.

The researcher has used questionnaire for the following purposes:

 For analyzing the customer preference towards Toyota Motorsand
other competitors brand services.
 To know the opinion of different customer towards a particular brand
and identifying the reason for choosing a particular brand over the
other brands.

Research Plan
Data source : Primary and secondary Data
Research Approach : Survey Method
Research instrument : Questionnaire
Contact Method : Direct – Person/ Telephone Calls
Data required for the above study has been done through the following efforts.
- Websites
- Books

42
- Magazines and Journals
- Survey in the form of Questionnaire.
- Discussions with retailers.
- Discussions with company personnels.

SAMPLING DESIGN

A Sample plan is definite plan for obtaining a sample from a given population. It
refers to technique or the procedure the researcher would adopt in selecting items
for the sample.

SAMPLING METHOD

probability Sampling is used in the study.

Sample Size

The Sample Size selected for the survey is 100.

43
CHAPTER -5DATA ANALYSIS

5.1 Graphical / Tabular representation of data analysis

Data Analysis and Interpretation

My extensive survey is based on questionnaire having closed ended questions

given by the organization regarding Toyota Motors. The sample size was 100 from
the different sectors in India. Main Thrust was given on knowing the actual market
position and satisfaction/dissatisfaction about Toyota Motors in India.

1. Are you aware about the present boom in Market?

Total No. of Respondents = 100

Yes 82
No 18

Are you aware about the present

boom in Market?
18%

Yes
No

82%

Analysis
As regard to market boom and the respondents awareness level about this, nearly 82% of
the respondents are aware about the market boom in the present economy, while the rest
18% are not aware about any market boom. The awareness level is high among the
middle and the upper middle class, and particularly among the business class and the
traders.

44
2. Which method do you follow for marketing of your products ?

Total No. of Respondents = 100

Only Direct sales method 28

Only Indirect Dealership Method 18
Both 54

Which method do you follow for marketing

of your products ?

28%
Only Direct sales method
Only Indirect Dealership
Method
54% Both

18%

Analysis
When I asked to the respondents 'Which method do you follow for marketing of your
products?', 28% respondents said only Direct sales method, 18% said Only Indirect
Dealership method and large number of respondents i.e. 54% said Both methods applied
for marketing.

45
3. Do you think Advertisement is an effective method of selling automobile
products ?

Total No. of Respondents = 100

Yes 45
No 18
Can't Say 27

Do you think Advertisement is an effective

method of selling automobile products ?
30%

Yes
50% No
Can't Say

20%

Analysis
When I asked to the respondents Do you think Advertisement is an effective method of
selling automobile products ?', 50% respondents said yes, 20% said no and 30%
respondents said Can't say.

46
4. Which type of advertising will be helpful in increasing salability of auto
products ?

Total No. of Respondents = 100

Product Specific 34
Company Specific 22
Personality Oriented 17
Do Not Know 27

Which type of advertising will be helpful in

increasing salability of your auto products ?

27%
34%
Product Specific
Company Specific
Personality Oriented
Do Not Know

17% 22%

Analysis
When I asked to the respondents 'Which type of advertising will be helpful in increasing
salability of auto products?', 35% respondents said Product Specific, 22% said Company
Specific, 17% said Personality Oriented and 27% said do not know.

47
5. Do you think that branding helps in the marketing of automobile
products?

Total No. of Respondents = 100

Yes 34
No 27
Can't Say 39

Do you think that branding helps in the

marketing of automobile products ?

34%
39%
Yes
No
Can't Say

27%

Analysis
When I asked to the respondents 'Do you think that branding helps in the marketing of
automobile products?', 34% respondents said Yes, 27% said No, and 39% said Can't say.

48
6. Do you think that auto fairs are effective methods of sales promotion ?

Total No. of Respondents = 100

Yes 55
No 12
Can't say 33

Do you think that auto fairs are effective

methods of sales promotion ?
33%

Yes
No
Can't say
55%

12%

Analysis
When I asked to the respondents 'Do you think that auto fairs are effective methods of
sales promotion?', 55% respondents said Yes, 12% said No, and 33% said Can't say.

49
7. Do you think that Foreign Direct Investment (FDI) should be allowed in the
auto mobile sector in India?

Total No. of Respondents = 100

Yes 34
No 32
Can't Say 34

Do you think that Foreign Direct Investment (FDI)

should be allowed in the automobile sector in India ?

34% 34%

Yes
No
Can't Say

32%

Analysis
When I asked to the respondents 'Do you think that Foreign Direct Investment (FDI)
should be allowed in the automobile sector in India?', 34% respondents said Yes, 32%
said No, and 34% said Can't say.

50
8. Do you follow branding of products as a Marketing Strategy?

Total No. of Respondents = 100

Yes 74
No 05
Can't Say 21

Do you follow branding of products as a Market-

ing Strategy ?
21%

5% Yes
No
Can't Say

74%

Analysis
When I asked to the respondents 'Do you follow branding of products as a marketing
strategy?', 74% respondents said Yes, 5% said No, and 21% said Can't say.

51
9. Does branding of products helps to improve the marketing potential of
products?

Total No. of Respondents = 100

Yes 68
No 12
Can't say 20

Does branding of products helps to improve

the marketing potential of products ?
20%

Yes
No
12% Can't Say

68%

Analysis
When I asked to the respondents 'Does branding of products helps to improve the
marketing potential of products?', 68% respondents said Yes, 12% said No, and 20% said
Can't say.

52
10. Future of the automobile industry in India?

Total No. of Respondents = 100

The boom will continue 75

The boom is a temporary economic situation 12
Can't say 13

Future of the automobile industry in India ?

13%
12%
The boom will continue
The boom is a temporary
economic situation
Can't say

75%

Analysis
When I asked to the respondents 'Future of the automobile industry in India?', 75%
respondents said The boom will continue, 12% said The boom is a temporary economic
situation, and 12% said Can't say.

53
11. Major Weakness of Toyota Motors marketing strategy?

Total No. of Respondents = 100

Branding 14
Publicity 09
Infrastructure assessment and Development 77

Major Weakness of Honda Amaze

marketing strategy ?

14%
9% Branding
Publicity
Infrastructure assessment
and Development

77%

Analysis
When I asked to the respondents 'Major Weakness of Toyota Motors marketing strategy?',
14% respondents said Branding, 9% said Publicity, and 77% said Infrastructure
assessment and Development.

54
12. How Foreign Automobile Companies affect the prospects of domestic players
in the Indian market?

Total No. of Respondents = 100

Reduce the profit margin 32

Make industry more competitive 53
Do not make any significant 15
affect

How Foreign Automobile Companies affect the

prospects of domestic players in the Indian market ?

15% 32%
Reduce the profit margin
make industry more
competitive
do not make any significant
affect

53%

Analysis
When I asked to the respondents 'How Foreign Automobile Companies affect the
prospects of domestic players in the Indian market', 32% respondents said Reduce the
profit margin, 53% said make industry more competitive, and 15% said do not make any
significant affect.

55
13. Honda Cars has future growth, your opinion?

Total No. of Respondents = 100

Honda is growing and has good future 75

Honda is like any of other automobile company 20
Can't say 5

Honda Cars has future growth, your opinion ?

5%
20%
Maruti is growing and has
good future
Maruti is like any of other
automobile company
Can't say

75%

Analysis
When I asked to the respondents Toyota Motors has future growth, your opinion?', 75%
respondents said Toyota is growing and has good future, 20% said Toyota is like any of
other automobile company, and 5% said Can't say.

56
14. What is your perception about Toyota Motors?

Total No. of Respondents = 100

Very good 30
Good 40
Average 25
Bad 5

What is your perception about

Toyota Motors?
5%
30%
25%
Very good
Good
Average
Bad

40%

Analysis -
When I asked the question what is your perception about Toyota Motors, 30%
respondents said Very Good, 40% said Good, 25% said Average and only 5% said Bad.

57
15. Which brand according to you is giving the most competition to Toyota
Motors in India?

Total No. of Respondents = 100

Maruti Swift Dzire 35

Chevrolet Sail 10
Tata Zest 10
Hyundai Xcent 25
Other 20

Which brand according to you is giving the most

competition to Toyota Motors in India ?

20%
35%
Maruti Swift Dzire
Chevrolet Sail
Tata Zest
Hyundai Xcent
Other
25%
10% 10%

Analysis
When I asked to the respondents which brand according to you is giving the most
competition to Toyota Motors, 35% said Maruti Swift Dzire, 10% said Chevrolet Sail,
10% said Tata Zest, 20% said Hyundai Xcent and 20% respondents said other brand.

58
16. Do you think that the Toyota Motors is capable to attract today's
generation?

Total No. of respondents = 100

Yes 35
No 25
Can't Say 40

Do you think that the Toyota Motors is capable

to attract today's generation?

35%
40%
Yes
No
Can't Say

25%

Analysis
In my survey, when I asked Do you think that the Toyota Motors is capable to attract
today's generation, 35% respondents said Yes, 25% said No and 40% respondents said
Can't say.

59
17. What is the best thing of Toyota Motors?

Total No. of respondents = 100

Quality 45
Style/Design 30
Service 20
Price 5

What is the best thing of Toyota

Motors ?
20% 5%
Quality
45% Style/Design
Service
Price

30%

Analysis
When I asked to the consumer what is the best thing of Toyota Motors, 45% respondents
said quality, 30% said Style/Design, 20% said Service and 5% said Price.

60
18. Has it served the purpose of purchasing?

Total No. of respondents = 100

Yes 45
No 25
Average 25
Can not say 5

Has it served the purpose of purchas-

ing ?
5%
25%
Yes
No
45%
Average
Can not say

25%

Analysis
In my survey I asked to the respondents Has it served the purpose of purchasing? 45%
respondents said Yes, 25% said No, 25% said Average and 5% said Can't say anything.

61
19. Which Sales Promotional Schemes of Toyota Motors attracts you better?

Total No. of respondents = 100

Price Discount 55
Gift/Coupons 20
Free Service 10
Other 15

Which Sales Promotional Schemes of

Toyota Motors attracts you better?
15%

10% Price Discount

Gift/Coupons
Free Service
Other
55%

20%

Analysis
When I asked 'Which sales promotional schemes of Toyota Motors attracts you better',
55% said Price Discount, 20% said Gift/Coupons, 10% said Free Service and 15% said
other promotional schemes.

62
CHAPTER -6: SUMMARY AND CONCLUSION

6.1 SWOT Analysis

6.2 Major Findings

6.3 Conclusions

6.4 Suggestions and Recommendations

63
6.1 SWOT Analysis

Strengths

1. Diversified product portfolio. Toyota Motors unlike many other

automotive companies does not focus only on selling vehicles. It is the
largest producer of the engines and cars as well. Therefore, the company is
not as susceptible as its competitors are to market cycles or technology
disruptions.
2. Huge investments in R&D. Toyota’s investments in R&D reach as much
as 5% of revenue. The business relies on these investments to achieve
competitive advantage through various technologies, such as improved
vehicle painting process, new hydrogen and hybrid engines or new welding
technologies. In 2012, the company owned 42,000 patents and had pending
applications for 29,000 more patents.
3. Strong brand image. Toyota has a reputation for producing the best quality
engines around the world. The company’s brand was the 21st most valuable
brand in the world valued at $17 billion and was only behind Honda,
Mercedes-Benz and BMW, according to Interbrand.

Weaknesses

1. Product recalls. Over 2011 and 2012, Toyota recalled more than 1,000,000
vehicles to fix various faulty parts and manufacturing defects. Car recalls
severely damages firms brand reputation and future sales.
2. Weak position in Europe automotive market. Toyota holds a very weak
position in the Europe’s automotive market and has maintained only 1.1%
market share in 2012. Although, Europe’s market share is declining at the
moment and many companies experience losses, the market is huge and
firms can benefit from the economies of scale.
3. Decreasing sales. In 2012, Toyota’s revenue hit the lowest point in 4 years
to ¥7.948 trillion. Toyota sales were down by 11.2% in North America,
which represents more than 40% of total Toyota revenues. Revenue from
Asia and Europe also declined by 21.3%, 15.5% respectively, signaling
poor firm’s performance globally.

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Opportunities

1. Increasing fuel prices. Toyota’s strong emphasis on engineering fuel-

efficient vehicles (Toyota Insight and Toyota Civic) with flexible fuel,
hybrid and hydrogen engines will pay off due to increasing fuel prices.
2. Positive outlook for global Car industry. Car industry grew by 4.2% from
2011 to 2012 and is expected to grow by at least 6% to 2016. Toyota is the
world’s leading producer and seller of the car having more than 29% of the
market share. Growing demand for the car is a great opportunity for the
company to expand its global market share and grow sales.
3. Growing global demand for environment friendly vehicles. The
declining levels of fossil fuel sources and the rising CO2 emissions became
a major concern for many people and many governments. Therefore,
ecologically friendly cars, powered by hybrid, hydrogen or flexible fuel
engines became very popular. The market for such cars was $33 billion in
2010. Honda’s focus on hybrid and hydrogen fueled engines is a great
opportunity to capture the market share for this new demand.
4. Growth through acquisitions. Toyota could greatly benefit from strategic
partnerships or acquisitions of smaller competitors. The business would add
new brands to its portfolio, achieve greater economies of scale and would
benefit from synergies between different firms.

Threats

1. Intense competition. Toyota faces more intense competition than ever.

New small entrants are disrupting the market with their capabilities in
producing electric vehicles or alternative fuel engines. Big companies are
restructuring themselves to become more efficient. As a result, firms like
Toyota are suffering from competition from both big and small players.
2. Decreasing fuel prices. Some analysts forecast that future fuel prices will
drop due to extraction of shale gas. This would negatively influence Toyota
because the company is focusing on hydrogen fuel, hybrid and flexible fuel
engine cars, which are not so attractive to consumers when fuel prices are
low.
3. Rising raw material prices. Metals are the main raw materials used in
vehicle and car manufacturing and the rising price of the raw metals raises
overall production costs for Toyota.

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4. Natural disasters. Toyota has manufacturing facilities in Japan, Thailand,
China and Malaysia. These countries, including others, are often subject to
natural disasters that disrupt manufacturing in the facilities and decrease
Toyota’s production volumes.
5. Strong yen. Toyota earns most of its profits outside Japan and appreciating
yen poses a great threat to Toyota’s profits.

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6.2 Major Findings

A detail analysis on the business of Toyota is done based on the various theories laid
down under business strategy. The analysis included applying various concepts and
theories which include Porters five forces to understand portfolio analysis, value chain of
the company, cost component, willingness to pay and growth prospects of the company in
near future. It can be concluded that Toyota is expanding its product basket by offering
value at different income level. Toyota stands for value as much as it stands for
performance.

In spite of rising input costs, Toyota always tries to provide cars at reasonable cost. Their
running costs and resale values are unbeatable too. This enabled Toyota to become
Market leader. Toyota gaining globally on back of small car portfolio. Economies of
Scale make India attractive destination for Toyota. With the passenger car sales over
spiraling fuel prices and high interest rates, Toyota India, is working on customer specific
marketing strategy to increase its sales among the first-time buyers. Toyota is far behind
in luxury and SUV car, the other player like GM, TATA, Mahindra, Maruti Suzuki and
Honda are already established in the market, so replacing them would not be easy
Learning can be put as understanding of various theories of business strategy and
practically using them to comprehend on economic, industry and financial details.

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6.3 Conclusions

The study of different aspect of Toyota Motors under JMK Toyota, India
marketing and service unit of Toyota India Limited leads to a number of
information, which ultimately gives a clear picture of the organization. Thus the
conclusion can be drawn in the following ways.

It is a medium size of authorized marketing division of Toyota having a well-

developed showroom and workshop. The firm has a clear pricing policy according
to Toyota which changes a/c to companies rules and regulation.

The firm enjoy certain products are concerned. And still faces heavy competition
with well reputed firm like Tata Motors, Honda, Mahindra, Chevrolet, and many
more.

It is observed that the advertisement of Toyota is satisfactory either in print media

or in electronic media. Most of consumers were on opinion that those
advertisements on T.V. and on some other leading channels are important factors
in increasing product awareness and acceptance in the market. They also suggest
that the press advertisement in local newspapers as well as in reputed magazines
effects the buying behaviors of consumers.

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6.4 Suggestions and Recommendations

The marketing unit of JMK Toyota Motors, India itself required a more rational
approach than they have got present. Thus, the suggestion in my opinion for the
company are as follows: -
(1) Firm should increase the advertising Budget.
(2) Company should involve different media for advertising.
(3) Firm should increase the number of vehicle in its stock. A/C to different
colors and models.
(4) Firm should open district wise enquiry cum display Branch offices.
(5) Firm should take care of employee satisfaction.
(6) Motivation should also be provided to the sales executive activities by
offering heavily incentive on the scale of the product.
(7) Company should take proper care of customers appreciation and complaints
after sale.

The above suggestion has been reached after studying and examines the entire
concerns. Its various functional departments and the basis of interviews with the
company executives.

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7.2 Bibliography

BOOKS:

 Marketing Management- Radha Swami/ Nam Kumari

 Research Methodology-C.R.Kothari

 Principles of Marketing-P. Kotler & Armstrong

NEWS PAPERS:

 The Times Of India

 The Economics Times

 Hindustan Times

 Business Today (July edition)

WEBSITES:

 www.toyotacar.com

 www.toyota.com

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CHAPTER -7: ANNEXURES

7.1 Questionnaire
7.2 Bibliography

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7.1 Questionnaire
May I have your Name and Address Please?
Name:- ....................................................................................................................
Address:- ................................................................................................................
..........................................................................................................................
Contact No. . ...........................................................................................
1. Are you aware about the present boom in Market?
(a) Yes (b) No
2. Which method do you follow for marketing of Toyota products?
(a) Only Direct sales method (b) Only Indirect Dealership Method
(c) Both
3. Do you think Advertisement is an effective method of selling automobile
products?
(a) Yes (b) No
(c) Can't say
4. Which type of advertising will be helpful in increasing salability of auto
products?
(a) Product Specific (b) Company Specific
(c) Personality Oriented (d) Do Not Know
5. Do you think that branding helps in the marketing of automobile
products?
(a) Yes (b) No
(c) Can't say
6. Do you think that auto fairs are effective methods of sales promotion?
(a) Yes (b) No
(c) Can't say
7. Do you think that Foreign Direct Investment (FDI) should be allowed in the
auto mobile sector in India?
(a) Yes (b) No
(c) Can't say
8. Do you follow branding of products as a Marketing Strategy?
(a) Yes (b) No
(c) Can't say
9. Does branding of products helps to improve the marketing potential of
Toyota products?
(a) Yes (b) No
(c) Can't say
10. Future of the automobile industry in India?
(a) The boom will continue
(b) The boom is a temporary economic situation
(c) Can't say
11. Major Weakness of Toyota Motors marketing strategy?
(a) Branding (b) Publicity
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 (c) Infrastructure assessment and Development
12. How Foreign Automobile Companies affect the prospects of domestic players
in the Indian market?
(a) Reduce the profit margin (b) Make industry more competitive
(c) Do not make any significant affect
13. Toyota Cars has future growth, your opinion?
(a) Toyota is growing and has good future
(b) Toyota is like any of other automobile company
(c) Can't say
14. What is your perception about Toyota Product?
(a) Very good (b) Good
(c) Average (d) Bad
15. Which brand according to you is giving the most competition to Toyota Car
in India?
(a) Maruti Swift Dzire (b) Chevrolet Sail
(c) Tata Zest (d) Hyundai Xcent
(e) Other
16. Do you think that the Toyota Car is capable to attract today's generation?
(a) Yes (b) No
(c) Can't say
17. What is the best thing of Toyota Car?
(a) Quality (b) Style/Design
(c) Service (d) Price

18. Has it served the purpose of purchasing?

(a) Yes (b) No
(c) Average (d) Can't say
19. Which Sales Promotional Schemes of Toyota Car attracts you better?
(a) Price Discount (b) Gift/Coupons
(c) Free Service (d) Other
20. Any suggestion regarding Toyota Car.
..........................................................................................................................
Thank you!

Date :- Surveyed By
Place : -

**********

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