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Essay / Research Paper Abstract
This 5 page paper looks at the marketing strategy of Toyota Motors, and considers the way that they are moving towards a fragmented strategy away from the segmented strategy, the success of a fragmentation strategy is seen with the sales of the Scion, and segmented market difficulties are seen with the new Auris. The bibliography cites 11 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEtoyotafrag.rtf
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Unformatted sample text from the term paper:
2007 (just-autos, 2009; Anonymous, 2008). This is Japans largest car manufacturer, where about 45% of all new car registrations are Toyota cars (just-autos, 2009). This increase in sales takes place
when there were global increases, but also at a time when there is a move from a purely segmented market approach to a fragmented market approach.
The way that the market is segmented by most car firms is reflected in the models that are developed and the way that they are marketed.
However with the changing environment there is the need for car manufacturers to change the way that are selling their cars if they are to survive. The strategy of Toyota
appears to be to move from a segmentation strategy to one of fragmentation. The market can be divided and segmented in a number of ways, there are geological
segments, the cars sold in Europe are different form those sold in the US in terms of features and the market is also segmented in terms of the type of
use and the type of consumer that will purchase the cars, from the single driver to a family and the executive car drivers, with cards segmented by size and style
into generally accepted segments or categories (Kotler, 2003; Hooley et al, 2003). Toyota have also segmented the market in more ways, there are sales of cars, trucks, SUVs and multipurpose
cars. There has also been the development of a hybrid car which services an interesting segment where it is not only economy, but also environmental with the Prius hybrid car.
This car does not benefit from a high level of marketing support, making a healthy profit and reaching 1 million sales by 2008, with sales made across 40 countries, during
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