Toyota Company Marketing Plan

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Marketing

Toyota Company

Toyota Motor Sales, U.S.A., Inc., was started in 1957. It established its headquarters in a former Rambler dealership in Hollywood, California. Sales began in 1958 and sold only 288 vehicles by years end. Enthusiasm waned when it was discovered that the Toyota's first offerings in American were underpowered and overpriced for the market. It introduced the legendary Land Cruiser, which quickly gained a status as a durable, all-terrain vehicle. This vehicle carried the Toyota Company in the United Sates until 1965 when the Toyota Corona was introduced. The Corona was the first popular Toyota vehicle in America. It was designed specifically for American drivers. "With a powerful engine, factory-installed air conditioning and an automatic transmission, Corona helped increase U.S. sales of Toyota vehicles threefold in 1966 to more than 20,000 units" (Toyota U.S. History, 2011).

As more Americans discovered the excellence and dependability of Toyota products, sales continued to increase. By the middle of 1967, Toyota had become the third-best-selling import brand in the United States. Since then, Toyota has established many vehicle and parts plants in North America. In 2010, Toyota had the annual capacity to build about 2.2 million cars and trucks and 1.45 million engines in its fifteen plants across North America. These plants were located in California, Kentucky, Indiana, West Virginia, Alabama, Tennessee, Texas, Missouri and Mississippi (Toyota U.S. History, 2011). As Toyota's presence in America has grown, the company has engaged in a larger role in communities across the country.

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"In 1987 in order to commemorate the company's 30th anniversary in America, Toyota established the Toyota USA Foundation with a $10 million endowment and a mission to make Toyota a leading corporate citizen. Today Toyota is one of the top-selling brands in America and is very committed to continuous improvement in everything they do, along with breakthrough products for the future" (Toyota U.S. History, 2011).

Situation Influences

"Situational influences are temporary environmental factors that form the context within which a consumer activity occurs at a particular time and place a set of factors outside of and removed from the individual consumer" (Environmental and Situational Influences, n.d.). Five situational influences that affect people's buying decisions include: physical surroundings, social surroundings, task definition, time and antecedent states.

Physical Surroundings

Physical surroundings are the tangible physical and spatial features of the environment that take in a consumer's activity (Environmental and Situational Influences, n.d.). When consumers look at buying cars the physical surroundings in which they live play a big role in the type of vehicle that they buy. For example, for people who live in areas where there is a lot of bad whether they would buy a different car than those who live where it is warm all the time.

Time

Time has to do with the effect….....

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