SWIN BUR NE SWINBURNE UNIVERSITY OF TECHNOLOGY SARAWAK CAMPUS Fundamentals of Marketing MKT10007 Assignment 4: Marketing Strategy Report Semester 2, 2020 Student Name: Ahmed Tarek AbdelRaouf Bahloul Student ID: 100089038 Lecturer/Tutor: Dr Carolina Sandra Giang
Executive Summary The report's fundamental aim is to shed adequate light on the target market of Toyota Hilux and its brand positioning strategies, marketing mix, and marketing ethics. To prepare this report, numerous tools and techniques of strategic management have been used. The target segment analysis for the undertaken product Toyota Hilux has been performed along with its brand positioning strategies. Furthermore, the product's marketing mix strategies have been performed with 4 Ps analyses along with product life cycle and the ways of diffusion of innovation in the product to enhance the product's effectiveness. The data analysis results indicate that the role of the brand's position is that of a family car, a long trip car with a high fuel economy, a variety of technical choices at a reasonable price. In this report, Toyota can achieve a large proportion of the population segment's market share from 24-30 years through the implementation of the recommended marketing mix. The defined marketing mix complies with the ethical standards and illustrates the Corporate Social Responsibility (CSR) strategy. 1
Table of Contents Executive Summary 1 Introduction 3 1.Target Segment 2. Brand Positioning. 6 3. The Marketing Mix 8 4 3.1 Product Life Cycle (PLC) and Diffusion of Innovation 8 3.2 Type of Product. 9 3.3 Product 10 3.4 Place 10 3.5 Promotion 10 3.6 Price 11 4. Marketing Ethics 13 5. Conclusion 13 Reference List 14 Appendices. 16 Appendix 1 16 Appendix 2. 19 2