Research, report and make recommendations for Toyatas Marketing strategy
Select and research the Toyota brand (incl. Lexus).
Briefly introduce Toyota and explaining why
it is considered a marketing success story (10 marks).
Detail and discuss the key factors which have led to the marketing
success of Toyota. The answer should show an
appreciation of the core theories of marketing (e.g. an understanding
of the changing marketing environment, segmentation, market
positioning and the marketing mix) (60 marks).
Building on the success story, evaluate the future challenges facing
Toyota, and make three recommendations on
areas where Toyota should aIDress for continuing success