Direct and Internet Marketing - Coursework Example

While the methods differ in nature and scope, all require the development of a strategy. The market target(s) must be identified, the objectives set, the communications strategy formulated, the program implemented and managed, and the results evaluated against performance expectations. We believe if LEXUS Company follows the strategies and tries to overcome the mentioned inconsistencies by considering the recommendations, then their position in the luxury business world will be more profitable and successful.

CHAPTER 1: PROBLEM STATEMENT 1-1: Overview of LEXUS:Lexus has earned a deserving reputation for turning out utterly refined luxury vehicles. The hallmarks of this brand are a calm, well-crafted cabin, a plush ride, and commendable performance from powerful, nearly silent engines.It was launched by Toyota in the fall of 1989; the Lexus line represents the company's effort to create a world-class luxury car brand. The groundwork for the Lexus line was laid in the mid-'80s when the company began tapping U.S. focus groups in an attempt to define design concepts best suited for American users.

Hundreds of prototypes were built and tested on Germany's autobahn and on U.S. roads. In early 1989, Lexus unveiled its first two models-- the entry-level ES 250 and the flagship LS 400. By the early 1990s, the Lexus brand was expanded to other markets, including the United Kingdom, Canada, and Australia.In the years since its inception, the Lexus brand has distinguished itself time and again in quality and reliability surveys. The brand may not offer as much passion as its informal rivals, but for drivers interested in vehicles that emphasize quality, dependability, and consolation, the Lexus Marque can't be beaten.

1-2: Problem Statement:In regards to LEXUS, we have to undertake a critical assessment of the Direct Marketing Strategy.We have to assess and make a personal judgment on that official plan.We have to give emphasize budgeting, timing, and research process.CHAPTER 2: RESEARCH DESIGN2-1: Methodology:Direct marketing is a sub-discipline of marketing focused on driving purchases that can be attributed to a specific "call-to-action".