Internet Marketing: Toyota Supra - Case Study Example

Task 3 (LO3) The 1988 Toyota Supra tagged as Toyota Supra is a luxury vehicle that has an engine of 3.0L with a horse power of 225 to 320 HP. The curb of the car has a weight from 3504 to 7198 Lbs. In regard to the market research, Toyota Supra is selling out very well creating an impression that is positive in the market of automobiles. 3.1 Short Market Research Currently, there is no much production of Toyota Supra but it is one of the best vehicle brands that exist in the business market. Toyota Supra business transactions were at the peak in the 1980’s and 1990’s. It was designed for the flagship sport coupe other than it being a hard edged sports car. Toyota supra is easy to drive and it has the best engine that is powerful. Its engine is turbocharged creating anti lock brakes thus being the first brand car to have an electronic fuel injection. With the Toyota Supra, its market size is quite growing in the market field. The Toyota company is greatly i;proved and it has beat all other automobile companies in the market. Toyota company has partnered with BMW to come up with the best sports cars making Toyota Supra to be the best selling products in the market. In the United States market Toyota company has an understandable size letting to an increase of 17.73% yearly. With the shares in the stock of exchange, the company is able to sell of about 7558 Toyota Supra’s daily with an average volume of 10.02 million USD. There are outstanding shares of around 3.42 million USD daily. the table below displays an analysis of Toyota Supra market shares. It displays sale shares for a week in terms of percentage as recorded from the analysis of United States Government in the year 2012. By using Compete.com, there are a number of sales trends for Toyota Supra where by the gas price is changing in regard to the market interest of the brand. Source: Compete.com 3.2 Primary Research With the research on the sales volume, there is research that has not been recorded yet on the number of passengers using Toyota Supra along with other vehicles. This also includes the market shares including the mini vehicles. With the research methodology, survey will be used in order to identify the number of passengers accessing the Toyota Supra in regard to other Toyota models. Collecting the data, there is need to use online surveys that will enable the respondents to identify the number of vehicles in United States alone with the Toyota Supra. This will also enable one to identify what brands people like most. All the data records will be analyzed in the ASCII files. The files will be recorded and be submitted by using the CD-ROM and the FTP. The information will be aggregated within thirty minutes in each trip road in the cities (AMERICAN MARKETING ASSOCIATION, 2013). There is use of cameras and mobile phones used in the survey where pictures of Toyota Supra will be taken. Each city will be censored and data will be recorded concerning the Toyota brands and other vehicles. Data will be recorded from all the cities and be grouped together. Data collected will be processed and analyzed including data quality checking. Cities to participate include Dallas, Baltimore, Atlanta and many more. Below is the data realized from the survey and questionnaires collected. 3.3 Benefits of Internet and Digital Tools With the help of the internet, the market size and shares are greatly improving creating a good marketing research for Toyota Supra. The internet has assisted Toyota Supra brands to reach to the customers without any problem. There is no need of opening store openings to sell the brands. Reaching the brands is very easy since customers are able to purchase the product very easily and faster. Above all they are delivered according to the customer’s request. Another key area is on the price of Toyota Supra. At wholesale stores a Toyota Supra is expensive as compared to the internet store. This is because of the transportation cost that differs within the countries. It also differs with the type of tax imposed during transportation. It also builds a good relationship within the buyers and sellers of the Toyota Supra. This is connected to the relationship established on the internet. It also enables buyers and sellers to meet from different countries. Digital tools are also playing a good role in the production of the product since they contribute in the marketing sector. Social networks assist in creating space and functionality in the selling and buying of Toyota Supra. With the RSS, Toyota selling and advertising is fresh and it is able to be published in blogs (DINEEN, 2013). Task 4 (LO4) Internet Marketing Plan 4.1 Environmental analysis When marketing Toyota Supra, there are both external and internal forces that affect the selling of the product. In marketing Toyota Supra, there are a number of factors to be considered in the market. A PEST analysis is to be applied in the marketing strategy in order to identify the political,economical , social and technological environments. Legislation and law discrimination is not allowed and it enables the product to be sold without any political interference. The government is democratic one and the Toyota Supra are sold without any problem. Toyota supra are able to be sold during any weather season without any problem. During winter season their engines are well protected and they are well insulated. According to Bravo, the economic growth and the environmental impact have a common U relationship that is inverted. This leads to the decrease of the economic growth when Toyota Supra is affected by both the macro and micro environments. (). Competitors analysis There is a competition on the company since there market is majorly in Japan,china and Europe parts. Companies like GM have got markets all over the world creating a stiff competition towards the company. There are also other competition from Mercedes that produce more powerful engines. There is competition over by the General Motors followed by the Ford Motors. The general Motors has brands like GMC, GM, Saturn and Buick that are hot in the market in the latest shares. The Ford Motors also include the Ford, Lincoln, Mercury, Jaguar, Volvo and many more. The Toyota is the third largest in the market having other competitors like Lexus and Nissan alongside Toyota Supra. Channel analysis According to the theory of M Porter, Toyota has got a number of networks over the internet for marketing in Japan that is emerging from the Netz and Vista. The company is even introducing new Lexus brand in the market of Japan. Japan is the leading marketing hub for the distribution and marketing of Toyota Supra. Toyota company identifies the Netz channel to be the latest channel realized in latest marketing of the brand (CHI, L., RAVICHANDRAN, & ANDREVSKI, 2010). SWOT analysis Online marketing for Toyota Supra has got strengths and weaknesses including its opportunities and threats. The reputation of the brand is quite common due to the advertising that happens online. Due to the marketing practiced, Toyota company is able to sell Supras to over 170 countries. The portfolio for the brand is well organized and displayed on the internet. Apart from the Toyota Supra brand, Toyota company is able to sell the models to over 70 countries because of the perfect portfolio on the internet. On the side of the weakness, the company has got few large scale vehicles for the brand. Despite of the high rate and speed of marketing, there can be a shortage of vehicles in the brand. The emerging markets in the shares is quite small in the online advertising. Toyota company has huge markets only from Japan, China and Europe. It also connects to the online marketing where by there is shortage since they have a small market. Toyota company has opportunities that help the growth of selling Toyota Supra brand. Online marketing enable consumers to shift to the brands when the price of fuel increases. The customers are also satisfied by the new introduction of the brands. With online marketing, each time new features are introduced there is an advertisement on the digital marketing. A number of threats also face the company where new government standards are introduced that undermine online marketing. On the same digital marketing, there is competition Toyota company face from competitors like Volkswagen and GM. The competitors are also marketing their vehicle brands using online digital. Market Segmentation Even though Toyota company has a large number of consumers in Japan and United States, it has divided groups that have the general market needs. Although the headquarters of the organization is situated in Malaysia, Toyota Motors is able come up with car models including the Supra. Toyota Supra is able to capture the middle class consumers. There are other more comfortable Toyota brands like LS 460 and GS300. 4.2 Pay Per Click Advertising Title: ***Offer**Toyota Supra for $2000 from $2500 Description: What are you waiting for. Get a chance to buy A brand new Toyota Supra at only 2000 USD this festive season. It is an offer that will expire come next month. Toyota Supra has a perfect powerful Turbocharged Anti-Lock Engine. Don’t miss this chance. Target Audience: The advertisement will target buyers from all over the world that are in second class level. Toyota Supra is targeted for middle class level families. Continents that will be targeted are South Asia, North America and some parts of Africa. Media Used: Blogging will be used in advertising Toyota Supra product along with pay per click advertising. Blogging is powerful since online mobile exchange applications will be Incorporated. Method: Use of advertising banners will be applied and be incorporated on the mobile exchange websites and applications. The banners will have a reasonable measure and they will be heavily applied on Google and Yahoo sites. Budgets: The company will use over $1000 in Blogging where each click will cost over $2. References (n.d.). Toyota Motor Corporation SWOT Analysis. Business Source Complete. Cleveland,DatamonitorPlc. http://proxy.library.carleton.ca/login?url=http://search.ebscohost.com/direct.asp?d b=bth&jid=%22ZUR%22&scope=site&site=bsi. AMERICAN MARKETING ASSOCIATION. (2013). Marketing insights. Chicago, IL,AmericanMarketingAssociation. http://0-search.ebscohost.com.emu.londonmet.ac.uk/direct.asp?db=bth&jid=G9B 7&scope=site. CHI, L., RAVICHANDRAN, T., & ANDREVSKI, G. (2010). Information Technology, Network Structure, and Competitive Action. Information Systems Research. 21, 543-570. DINEEN, G. (2013). Digital marketing. GROUPE HEC (JOUY-EN-JOSAS, YVELINES), AGHION, P., & HOWITT, P. (1990). A model of growth through creative destruction. Paris, Chambre de commerce et dindustrie de Paris. HEMANN, C., & BURBARY, K. (2013). Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, Ind, Que. HOOD, D. J. (2013). The marketing manifesto. London, Kogan Page. http://www.books24x7.com/marc.asp?bookid=50893. JOACHIM BÜSCHKEN. (2007). Determinants of Brand Advertising Efficiency: Evidence from the German Car Market. Journal of Advertising. 36, 51-73. MORGANTINI, D., RIVELE, R. J., & TORTORICI, A. (1990). Chilton Book Company repair manual. covers all models of Toyota Celica and Toyota Supra. Radnor, Pa, Chilton Book Co. VIEIRA, V. A. (2013). Do Market Orientation and Innovation Improve Organizational Performance? Read More