Strategic marketing management - Essay Example

This has been of great help in improving the reputation that the company has had in the market especially after the major recall of vehicles in 2010. The second principle that the company has put in place in the United Kingdom market is a functional business structure whereby the company has put in place different measures that will help in meeting the needs of the consumers (Chaston 2009). Some of the needs that Toyota has put in place in the United Kingdom include a corporate website for the consumers in the United Kingdom only, where they can ask questions and deliver any queries with regard to the products offered by the company.

This has helped the company managers to understand the consumer behaviour in the United Kingdom, which they say is the most important factor in determining the competitive advantage of the company in the current market (Hulbert 2007). The company has also organized meetings where consumers are allowed to pass on any complaints or queries, which are to be dealt with within the company (Chaston 2009). On the other hand, this has helped the company in increasing the efficiency to delivering quality products and services to the consumers, which has in turn translated to an increase in the satisfaction levels of the consumers thereby improving the reputation of the company in this market (Slate 2009).

The company has also employed this principle by offering free test drives to consumers to help them ascertain the quality of automotives that are being delivered to them by the company. The third and very essential principle that Toyota has employed in the United Kingdom market is market solutions whereby the company has been able to understand that primary target of the consumers in the United Kingdom is acquiring motor vehicles that are of the best quality, which will be able to endure any type of environment (Chaston 2009).

On the other hand, the consumer is focused in having his spoken and unspoken needs met by the company, thus the company has been on the forefront in conducting market research studies to understand what the consumers need so as to improve their corporate image (Slate 2009). Through these studies that the company has conducted over the years, it is clear it has segmented the consumers into different markets. This makes it easy to deliver quality and effective products to them (Viardot 2004). The company has also exploited the use of technological advancements in promoting the products in the United Kingdom, such as advertisements over the internet and on television stations to make its consumers aware of the quality of vehicles that the company is offering (Viardot 2004).

The company should also focus on Segmentation, Targeting, and Positioning of products sold in the United Kingdom. The first stage will involve the segmentation of the consumers into different groups making it easier to deliver on their needs. Toyota has been using a philosophy known as ‘right car in the right place’ to segment and target its consumers in other countries around the world (McDonald 2012). Hence, using this philosophy, the company will be able to segment the