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Toyota's Future Growth Strategy: Going Green and Innovating Products

Toyota aims to gain market share and maintain leadership by emphasizing green initiatives and innovative product development. The promotional strategy focuses on hybrid cars, targeting environmentally conscious young adults through innovative communication channels. Brand management seeks to establish Toyota as an environmentally friendly and technologically advanced brand to increase loyalty and expand into new markets. The CRM strategy emphasizes customer retention through better safety, fuel efficiency, and features. Toyota commits to continuous improvement and social responsibility programs for a sustainable future.

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Toyota's Future Growth Strategy: Going Green and Innovating Products

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  1. Toyota in the future By Jeni, Kimberly & Mussa

  2. Our Future To Gain Market Share And Maintain our Leadership position through a strong promotional strategy focusing on going Green

  3. New Product Strategy • Make more consumer products using our expertise in automotive development and production engineering • Continuous improvement on current offerings

  4. Promotional Strategy – Prius(and other hybrids) • Focus communications on going “Green” • Target market • Environmentally friendly • $$ on gasoline prices • 18-30 year olds • channel of communication • Concentrate on innovative technological devices ex. Cell-Phone television ad space

  5. Promotional Strategy – con’t “Go Green” hybrid car to promote around town (major cities) • Offer tax incentives to trade in gas guzzlers

  6. Brand Management • Brand position – Capture “environmentally friendly” perception • Focus on Increasing Brand Loyalty (life customers) • Brand expansion (Diversifying into other markets) ex. Housing, robotics, finance, farming… • “We make things and … cars, too.” • Work towards becoming an “American” name brand

  7. New CRM emphasis • Identify strong new prospects • Prevent Customer Defection • (brand switching) • Keeping car with customer longer • Incentives to move laterally or trade up

  8. Need Safety Better fuel efficiency More features Benefit Go to 5 stars Continuous improvement How we will meet our Customer’s Needs

  9. 2005 Toyota Prius 4-DR. Crash Ratings (5 star scale)

  10. Fuel Efficiency MPG – City MPG – Hwy MPG – Combo

  11. Features • “Stock” stereos • “Hybrid” - increased horsepower • Broader warranty

  12. Current Corporate Social Programs • Sponsorship with the Bass pro shop • National Labor Day Foundation • Have our own “Summer Concert Series”

  13. Future Social Responsibility Programs • Implement safe driving classes in high schools • Increase Global Awareness on Poor Air Quality • Donate funds to research future flex fuel technology

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