The paper “ Marketing Mix Plan of Toyota Tarago" is a perfect version of a case study on marketing. There has been a funny story about Toyota Tarago as the year it has been released also saw the coining of the word people mover as the car fits that bill well. The first time it hit the Australian roads has seen that it has been a van with windows and gradually it has moved from van status to the status of a passenger car. The car has been the undisputed leader for so many years when it came to taking seven or more members.
The alternatives that can be found in the modern era can be said as Honda's Odyssey, Kia's Grand Carnival and the Mitsubishi Grandis. Toyota Tarago was launched in March 2006 in Australia as the eight-seat family wagon. A people mover is a niche market segment in Australia, with annual sales of 7,027 vehicle units, with a year-on-year decline of 21% (2008-2009). The company is second largest people mover car manufacturer in Australia with flagship brand “ Toyota Tarago” and in 2005, Toyota had a 25 percent share of people mover market with two models (Tarago and Avensis), while Kia's Carnival captured more than 28 percent (Motoring Channel Staff, 2006).
Toyota Tarago marketing mix recommendations are: Product design: Enhancement of presentation & features. Pricing: Focus on offering competitive pricing with market leader (Kia). Distribution: the Best practice of a multi-brand distribution network to be carried forward. Promotion: online advertising formats to enhance operating margins and brand equity Situational Analysis Toyota Motor Corporation Australia (Toyota Australia) has been part of Toyota Japan and it had been committed to domestic markets (http: //www. toyota. com. au/about/company).
The head office of the company in Australia has been in Melbourne (http: //www. toyota. com. au/about/company). There has been a sales and marketing department that has been based in Sydney. Toyota had been having distribution and sales offices throughout Australia and it has been seen that the company has been employing approximately 4500 people. The locally build brands has been the Camry and Aurion. The company has been importing commercial vehicles like Kluger, Yaris, Corolla, Tarago, RAV4, LandCruiser, Prado, HiLux and HiAce, and Prius (http: //www. toyota. com. au/about/company). Toyota has been the largest vehicle exporter in the year 2008 and it had been seen that it had exported approximately 101,668 cars to over 20 countries worldwide.
That had seen as a contribution of high revenue like $ 1.9 billion dollars (http: //www. toyota. com. au/about/company). Australia is one of the core marketspaces for Toyota Corporation, with a market share of 20.9% (July 2008: 23.8%) in July 2009. It has strong brand positioning in all car segments in Australia including people mover. A people mover is a niche market segment in Australia, with annual sales of 7,027 vehicle units, with a year-on-year decline of 21% (2008-2009). Toyota Tarago was launched in March 2006 in Australia as the eight-seat family wagon.
In the next section, we would be looking at the situational analysis of the brand “ Toyota Tarago” to improve understanding and provide recommendations in the final outline of the research note. Toyota Tarago brand will be subjected to Kotler's (2006) 4P’ s of marketing framework.