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Marketing

Group Marketing Report - Toyota Aurion

Table of Contents

1. Executive Summary
2. Introduction and Background
1. Toyota and Aurion
2. Analysis - Customer Groups within the Market

3. Marketing Environmental Analysis
1. External Environmental Analysis
1. Business Environmental Analysis
2. Customer Analysis
3. Competitor Analysis
2. Internal Environmental Analysis
1. Analysis – Current Marketing Mix
2. Evaluation of current marketing mix effectiveness

4. SWOT Analysis
1. Swot analysis conclusion

5. Future Growth opportunities

6. Revised Objectives and Marketing Strategy
1. Objectives
2. Target Market
3. Positioning
4. Marketing Mix
5. Action Programs

7. References

8. Appendices

Executive Summary
In 2006, Toyota Australia launched their latest car, the Aurion SX6 into the large family sedan, 6 cylinder Australian market.

This marketing plan includes a marketing environmental and SWOT analysis to discuss Toyota’s ability to compete in this market, and also a consideration of the growth opportunities for the Aurion.

Additionally this marketing plan seeks to comment on what the marketing, financial and communication objectives for the Aurion over the next 12 months should be.

This analysis will describe the target market and the appropriate market positioning for the Aurion, and conclude with a recommended marketing mix to esure the product reaches the target market.

Introduction and Background

Toyota and Aurion
Toyota has finally overtaken GM as the world’s largest vehicle manufacturer.
(http://www.caradvice.com.au/2391/toyota-overtakes-gm-as-world-no-1)

Toyota Australia’s Melbourne based operation employs which 4500 people nationally, is Australia's largest vehicle exporter and in 2006 exported 79,684 cars to
more than 20 different markets

Toyota Australia also distributes and sells the luxury Lexus brand of vehicles and imports a wide...