Toyota Direct Marketing Programe (Case Study)

Table of Contents

Executive Summary

Introduction

Findings

Discussion

Communication Programme

Conclusion

References

Executive Summary . 1

Executive Summary

This report critically analysis and develops a new direct marketing strategy for Toyota that enables Toyota to profitably capitalize on its core competencies including its abilities for research and development of advanced automobile technology , creating intelligent solutions for today 's mobility challenges and for taking responsibility for future generations

The report determines a database strategy that will improve toyota 's data helpful and recommends what data

types to be merged together to improve the overall quality of the data base . the merits of each data type and the merits of comprehensive database were highlighted

A communication program was then designed which includes decisions about communication objectives such as the target audience communication methods and tools such as the use of e-mail , SMS communication media such as Tv , Radio , telephone , promotional offers and the choice of messages . The choice of message highlights why target audience brand and its new hybrid technology . Consequently how the choice of message will be implemented was also outlined

A final conclusion was drawn which recommends an improved database and communication program for Toyota

Introduction 2

Introduction

Purpose

The purpose of this report is to critically analysis and develop a new direct marketing strategy for Toyota that enables Toyota to profitably capitalize on its core competencies including its abilities for research and development of advanced automobile technology

Scope

The scope covers Toyota 's prius brand and its new hybrid Technology

Method

The report was carried out by analysis the database strategy of Toyota This was done by enhancing existing customer data , identifying what type of data would be helpful , the different types of data that should be merged together to improve overall quality of the database , the merits of each data and how it comprehensively enhances the data in general

A suitable communication program was then determined which includes decisions about the communication objectives

Limitations

This report encountered some limit actions with respect to lack of sufficient statistical data

Background

Toyota is at the heart of global manufacturing , a company that has grown within 70 years to become the world 's third largest vehicle manufacturer . As it addresses

Introduction 3

The challenges of thee 21st century , Toyota continues to lead the world in terms of developing and realizing new transport and production solutions while respecting and protecting the global environment . Toyota is a global business , building vehicles in factors on six continents around the world and directly employing more than a quarter of a million people . Its products are sold in 160 marks worldwide . The Toyota Production system , a pioneering approach to efficient manufacturing , has provide a template for the industry . The United Kingdom is a key market for Toyota both in terms of sales and manufacturing . Toyota `s business philosophy is to realise stable , long-term growth by working hard to strike a balance between the requirements of people and society , the global environment and the world economy . Toyota launched...