Toyota Motor Corporation and Market Leadership

Paper Summary:

This paper discusses findings and observations to support the opinion that Toyota is a market-based company and a true industry leader. Points of discussion include financial performance, leadership strengths, branding and product line strategies, distribution strategy, marketing communications, and customer relationship marketing. The paper includes colored charts and graphs.

Table of Contents:
List of Figures
Executive Summary
Purposes of the Report
Sources and Methods of Data Collection
Interpretations and Conclusions
Introduction
Market Leader Assessment
Leadership Indicators
Financial Performance
Leadership Contributing Strengths
Innovation
Branding and Product Line Strategies
Defensive Strategy
Distribution Strategy
Marketing Communications
Internet Web Site
Toyota Dealers
Public Relations
Customer Relationship Marketing
Summary
Appendix

From the Paper:

"In April of 2007, mass media triumphantly proclaimed Toyota's ascend to the number one position as the world's largest car maker. Toyota was the only car manufacturer to appear in the top ten of the 2007 BrandZ Top 100 Most Powerful Brands report developed by Millward Brown Optimor, one of the world's leading research companies, in conjunction with "The Financial Times" and "Datamonitor". In addition, 2008 Consumer Reports Top Picks in 10 categories included three Toyota and one Lexus vehicle."

Sample of Sources Used:

• Best, R. (2005). Market-Based Management. New Jersey: Pearson Education, Inc.
• BrandZ. (2007). 2007 BrandZ Top 100 Most Powerful Brands. Retrieved April 4, 2008 from the World Wide Web: http://www.brandz.com/index.html
• Caldwell, J. (2008, January 4). 2007: A Historic Year for U.S. Vehicle Sales. Edmunds Auto Observer. Retrieved May 4, 2008 from the World Wide Web: http://www.autoobserver.com/2008/01/2007-a-historic.html
• Chon, G. (2006, November 10). A Way Cool Strategy: Toyota's Scion Plans To Sell Fewer Cars. The Wall Street Journal. Retrieved April 4, 2008 from the World Wide Web: http://online.wsj.com/article/SB116313070935919553-search.html?KEYWORDS=scion&COLLECTION=wsjie/6month
• Consumer Reports. (2008, April). Top Picks 2008. Retrieved April 4, 2008 from the World Wide Web: http://www.consumerreports.org/cro/cars/new-cars/news/2007/04/top-picks-for-2007-4-07/overview/0704_top-picks-2007.htm

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