Toyota Marketing Strategies

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Objectives
In a struggling United States economy, Toyota has to be sure to understand that results may not be huge and they may not be quick to come by. Looking at Toyota’s most recent year of sales, we can see that there is room for improvement, but we need to keep the positive trend going that the last three years have provided. The first thing Toyota needs to do is get information regarding the 2014 Highlander Hybrid out to its target market. If Toyota aims to increase sales of this particular model by 15% in 2014, thus increasing market share and profits, Toyota could effectively take a hold of the SUV hybrid market.
Marketing Strategies
Business Level Strategy
The strategy Toyota would need to put in place is a strategy that would focus completely on customer needs and creating customer value and thus giving Toyota a competitive advantage. Demographically, Toyota needs to focus on family income earners of $100,000 or more. Toyota needs to brand this SUV as a money saving family vehicle that also protects the environment. By doing this, Toyota effectively gives customers what they need and can continue to gain a competitive advantage with families.
Positioning Statement
The 2014 Toyota Highlander Hybrid is a family oriented, money saving SUV. While other hybrid SUVs provide similar gas mileage, none are as efficient and spacious as the Highlander Hybrid. In this way, The Highlander Hybrid can offer a comfortable ride for the whole family while saving you money every time you drive.

Product Description
The New 2014 Toyota Highlander Hybrid Limited brings a whole new design to the SUV hybrid Market. With its 28 miles per gallon, and roomy interior, this SUV is perfect for the family on the go! With a starting Price...

... middle of paper ...

... https://www.fueleconomy.gov/feg/tax_hybrid.shtml

Honda. (2013). Digital factbook. Retrieved from website: http://www.honda.com/newsandviews/local_news_content/[5147e]_Honda_2013_Digital_FactBook.pdf http://automobiles.honda.com/accord-hybrid/

News, U. (2013). Suv rankings: Best hybrid suvs. Retrieved from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Hybrid-SUVs/ Orr, A. (2011, February 11). Income inequality it wasn’t always this way. Retrieved from http://www.epi.org/publication/income_inequality_it_wasnt_always_this_way/ SIERRA CLUB, Global Warming & Energy, http://www.sierraclub.org/global warming/cleancars/index.asp Hill, McGraw. "Honda Motor ADS." Standford & Poors (2014): n.pag.
Standford & Poors. Database. 26 Feb 2014.

http://www.toyota.com/highlander/features.html#!/mileage_estimates/6942/6947/6951/6966
Appendix

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