Developing A Marketing Plan And Strategies - Term Paper Example

The paper "Developing A Marketing Plan And Strategies" is a great example of a Marketing Term Paper. This report presents a marketing plan and the strategies to be used in introducing a new product into the market and ensure maximum sales revenue. The company of concern, in this case, is the Toyota Motors Company, which will be introducing a new brand the Toyota Camry into the market in 2015. In order to design a good marketing plan and strategy, there is a need to analyze the company and the business environment in which the company operates. This helps one to know the market habits and structure, which are important in sales and marketing. In this case, Toyota Company engages in a global market where its subsidiaries act as the agents for their products in the various continents and countries. Internally, the business has a number of strengths and weaknesses. Among the weaknesses, include high car recalls and weak presence in the upcoming market (Borowski, 2010). The strengths of the business include a strong brand portfolio, internal innovative culture, leadership in green cars, and leadership in sales. Externally the company has a number of opportunities and faces a number of threats. Among the opportunities, including the increase in fuel prices and the acceptance of green technology. On the other side, the threats include fluctuating fuel prices, stiff competition, and natural disasters. The company has to be observant of such things in order to be in line with the market forces (Borowski, 2010).

Producing cars in consideration to these threats and weaknesses will lead to better sales and thus the revenue generated from the sales. The new brand to be introduced, the Toyota Camry should thus be produced in regard to these strategies. Before the launch of the product, the company is supposed to carry out effective advertising and product awareness among the customers. Such activities as promotions and other selling strategies can also be used during the actual selling of the product (Borowski, 2010).

The motorcar industry includes a large number of organizations, firms, and companies dealing in the design, manufacture, development, marketing and selling of vehicles (Shankar and Carpenter, 2012). In addition to this, it also includes companies dealing in the design and manufacture of vehicles spare parts and body. It is one of the most important sectors in the world’s economy and gives a lot of revenue to the related countries. However, this industry does not include other industries dealing in the repair and maintenance of the vehicles after sale. Such companies as fuel filling stations and repair shops are not included in the business. This industry began in the 1890s with the manufacture of the horseless carriage. The industry has ever since developed and improvements in the model and design of the vehicles have led to emergence of very complex and comfortable vehicles. The United States has been a leading producer of vehicles since the discovery of auto vehicles until 1994 when it was overtaken by Japan (Mehri, 2005). The countries have been competitors and have been challenging each other until 2009 when china took the lead. China has been very successful in production and has even doubled the United States in production. This has put Japan at position three in the production. The industry is very competitive and customers are very keen on small technological improvements that companies put in place. Among the manufactures, Toyota Company is the leading producer of motor vehicles followed by General Motors. The total number of vehicles produced in the world in 2011 was 79,989,155 vehicles while the number produced in 2012 was 84141209 vehicles (Shankar and Carpenter, 2012).