The paper "Strategic Marketing for Toyota Australia" is a good example of a marketing case study. In the broad spectrum, Toyota Motor Corporation Australia is a wholly-owned part of Toyota Motor Corporation located in Japan. Toyota’ s success as a company has been properly documented. It has a well-earned reputation for excellence in quality, cost reduction, and hitting the market with vehicles that sell (Booms, & Bitner, 1981). The result has been a highly profitable company by any standards. Since the Toyota way initially hit the shelves in January 2004, the company has continued to break records. Consumer decision making process. The consumer decision-making process, Toyota Australia product users, have five sequential stages.
Toyota’ s general task is to lead consumers through the five stages. Need Recognition The first stage is the recognition of the problem. Problem or the need arousal is the effect of felt unsatisfied need or want or an unsolved problem in human operations (Duncan & Moriarty, 1998). It occurs when a consumer experiences a discrepancy between her desired state of affairs and her actual state of affairs. Despite what marketing’ s critics say, it is doubtful that marketers can create desires and problems (Gibson & Davidson, 2004). Information gathering and searching. The second stage in decision making for a consumer is to search for information about Toyota products.
To satisfy his needs or solve his problems, the consumer seeks market information that reduces the uncertainty or changes the buyer’ s belief. The search for information begins with internal search where the consumer scans his memory to try to remember a satisfactory solution to the problem. If the internal consumer search fails to yield an acceptable option, he undertakes an external search to seek information to solve the problem (Sohal, Samson, & Ramsay, 1994). Evaluate alternatives The third stage in the decision-making process is to evaluate an alternative solution from the other automobile industries.
The alternative evaluation occurs simultaneously with the external search. The consumer decides which evaluative criteria will be used to compare alternatives as well as the relative importance of those criteria from the other automobile industry (Kotler & Armstrong, 2010). The consumer considers the model of the Toyota cars evoked. This assessment results in the information on beliefs, perception about the performance of each model of Toyota cars.
If the beliefs about a model’ s performance are positive, the consumer develops a positive model attitude, an overall evaluation of the model on purchase criteria (Langfield‐Smith & Greenwood, 1998). purchasing the product. The fourth stage is to make the purchase decision. Here, a consumer might select a less attractive alternative to his most-favored model of Toyota cars due to unanticipated circumstances such as a deal on the less-favored model or change in personal need such as the type of the job the vehicle will perform (Quester, 1997). Post-purchase follow up. Lastly, the Toyota Australia company makes post-purchase service.
Following up activities after the sale to ensure that consumer satisfaction has been achieved as per their expectations and desires. The Toyota company constantly engage in activities to reduce dissatisfaction and dissonance such as consumer satisfaction surveys, offering after-sale service and support, cheerfully handling complaints, and reinforcing the purchase decision through reassuring advertising and follow-up calls (Sohal, Samson & Ramsay, 1994).
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