Final Presentation - Toyota Company

TOYOTA MOTOR CORPORATIONSALE PLAN

GROUP 6

MEMBERS:

NGUYEN HOANG HUNG – 1158048

LE NHAT HUY – 1158

NGUYEN TRIEU PHUC HAI -

TRAN NGUYEN KHOA HUNG -

TABLE OF CONTENTS

I. Company background

1. Toyota Motor Corporation.

2. The features of Innova.

3. Sale opportunities.

II. Market analysis

1. Target audiences.

2. Customers needs.

3. SWOT.

4. Competitor.

III. Sale and communication plan

1. Sale forecast.

2. Sale strategies.

3. Communication plan.

OVERVIEW

• Basic:

• Founded by Kiichiro Toyoda in 1937

• Toyota has about 318,000 employees and is one of the largest

automobile manufacturers in the world.

•Goals:

• Toyota wants to be a company that is chosen by customers.

• Toyota wants to be a company that makes customers happy they

chose us

THE FEATURES OF INNOVA

Comfort & convenience

Power steering

Power windows

Air conditioning

Safety

Airbags

Central locking

Child safety locks

Anti-lock brake force

Entertainment

Audio system

SALE OPPORTUNITIES

• In the taxi business in Vietnam with 4,622 taxis in five big

cities.

• VNS’s project rises an added 581 taxicabs in Ho Chi Minh City.

• Market share of 42% in Ho Chi Minh City, 62% in Binh Duong,

65% in Dong Nai, 32% in Da Nang, and 15% in Vung Tau.

TARGET AUDIENCE

• Transport passenger business Ex: Vinasun , Mai Linh,

Petrolimex, …

• Business buy cars for hire.

• Business buy cars for company fleets.

CUSTOMER NEEDS

• People use more public transport systems, especially is Taxis Service

• Vinasun, Mai Linh, Savico, Future Taxi & Saigon Air are famous brand

names in taxis sector

• They intend to expand to big cities such as Ha Noi, Hai Phong, Da Nang, Can

Tho, etc.

• Want to expand their market shares in Lao & Cambodia

• Become international taxi companies and maintain stable development.

• Focus on high quality product and suitable prices

1. High brand awareness and market penetration

2. Wide range of available variants for the customers to choose

3. Good penetration in Taxi and commercial segment

4. Good fuel efficiency both in city and on highways

Weakness

1. The operating features is not good because sluggish engine

acceleration

2. Big size makes it less preferred for in city traffic

Opportunities

1. Expanding SUV segment to accommodation competition

2. Acquiring collaborations with automobile business entities

3. Augment distribution and servicing network

Threats

1. Intense competition in the market with international car

manufacturers

2. Competition offering innovative features at lower price

3. New entrants in the same segment with better features and lower

price

SWOT Analysis

INNOVA COMPETITORS

• Truong Hai Automobile Group – want to win the leading position in the

automobile market in Vietnam.

• Main features of Mazda Premacy 20S Prestige Style.

• Base model : front wheel drive model with 2.0- liter with i-stop and a five –speed electronically controlled

Activematic automatic transaction.

• Strength of Mazda Premacy

• Generally, customers assess quite good about this car, driving pleasant, quiet, and friendly to

family.

• Weakness of Mazda Premacy

• Automatic transmission is not flexible, weak air conditioning, 3rd row seat slightly cramped

and low chassis.

SALES FORECAST

Year Unit Revenue (Billion VND) Market share (%)

2014 5000 1650 34,44%

2015 5400 1870 39%

2016 5800 2090 43,62%

Wholesaler: 5 wholesaler * 200 units per quarter = 1000 units per quarter Agent: 38 agents * 100 units per month = 3800 units per month

SALE STRATEGIES

Training -

Personal selling

10% discount

program for cars

in the spring

Free to change

the color

Cut details the

car's interior to

reduce the price

Sell old car to

small businesses

7 – 10 2014

• Training

• Sell old car

11/2014-

1/2015

• Training

• Discount program/cut details

2-6-2015

• Sell old/ free to change the color

• Cut details

Time period (7/2014 – 6/2015)

Communication plan

Direct contact

Direct mail

Print advertising

and magazines

Telesales