[마케팅] 렉서스 분석(영문)
1.0 Executive summary
2.0 Situation Analysis
2.1 Market summary
2.4 Products Offering
3.0 Marketing Strategy
3.2 Marketing Objectives
3.4 Target Markets
3.7 Marketing Mix
4. Answers to questions
Our team’s report concerns global car maker Toyota, and its American subsidiary: Toyota America. We will first look at Toyota, and its successful luxury vehicle division Lexus. We discovered Toyota had what it takes to their success, but still has room for improvement.
Toyota Motor Corporation (Toyota Jidosha Kabushiki-gaisha?) is a multinatonal corporation headquartered in Japan, and currently is the world's second largest automaker. In terms of name recognition, Toyota is also the only car manufacturer to appear in the top 10 of the BrandZ name recognition ranking.
In 1934, while still a department of Toyota Industries, it created its first product Type A engine and its first passenger car (the Toyota AA)in 1936. The company was founded in 1937 by Kiichiro Toyoda as a spinoff from his father’s company Toyota Industries to create automobiles.
Toyota also owns and operates Lexus and Scion brands and has a majority shareholding in Daihatsu Motors , and minority shareholdings in Fuge Heavy Industries, Isuzu Motors, and the engine, motorcycle and marine craft manufacturer Yamaha Motors. The company includes 522 subsidiaries.
Toyota is headquartered in Aichi, Nagoya and in Tokyo. In addition to manufacturing automobiles, Toyota provides financial services through its division Toyota Financial Services and also creates robots. Toyota Industries and Finance divisions form the bulk of the Toyota Group , one of the largest conglomerates in the world.
We will look more about lexus. Lexus is the luxury vehicle division of Japanese automaker Toyota Motor Corporation. First introduced in the United States, where Lexus has become the highest-selling make of luxury cars, today Lexus brand name vehicles are available throughout the world. In 2005, the Lexus marque launched in Japan, marking the continued global expansion of the luxury division.
Since its debut in 1989, Lexus has developed a reputation for the luxury and reliability
of its vehicles, along with the quality of its customer service. In 2007, consumer ratings firm J.D.Power and Associates named Lexus the most reliable brand in the U.S. based on its Vehicle Dependability Survey, a measure of over 53,000 vehicle owners and the problems they experienced in the first three years of vehicle ownership. It was the thirteenth consecutive year that Lexus achieved this top rating. In recent years, Consumer Reports has also named Lexus among the top five most reliable brands in its Annual Car Reliability Surveys of over one million vehicles nationwide. Additionally, Lexus ranks highly on surveys of dealership service. The British Top Gear and Auto Express satisfaction surveys have had Lexus at the top of their ratings since the entry of the luxury division, with reliability and quality among the main selling points of Lexus around the world.
Lexus' slogan is The Pursuit of Perfection.
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