Marketing Plan - Toyota Motors Corporation India

2853 Words6 Pages

1. Executive Summary

Toyota Motor Corporation entered India in 1997 in a joint venture with the Kirloskar Group. Toyota Kirloskar Motor Private Limited is a subsidiary of Toyota Motor Corporation of Japan, for the manufacture and sales of Toyota cars in India.

The company Toyota Kirloskar Motor Private Limited (TKMPL) according to its mission statement aims to play a major role in the development of the automotive industry and the creation of employment opportunities, not only through its dealer network, but also through ancillary industries with a business philosophy of "Putting Customer First".

TKMPL's have plants at Bidadi and Bangalore with capacity of 80,000 and 70,000 vehicles per annum respectively. Both plants have a combined capacity of 150,000 vehicles per annum. On 16 March 2011, it announced that it was increasing production to 210,000 vehicles per annum due to increase in demand for its models especially the Etios and Fortuner.

With effect from June 1, 2012, Toyota Kirloskar Motor increased the prices of Etios diesel and Innova by 1 per cent and Fortuner and Etios Liva diesel by 0.5 per cent. The price hike is on account of the weakening of Rupee. Toyota is boosting its production as plans to hike the production capacity of its Etios series models by 75%.

Toyota Kirloskar Motor has launched its Waku Doki Q Service Campaign from July 16- September 15, 2012. The campaign provides free check-ups and custom offers on Toyota cars across Toyota dealerships in the country.

2. Situat...

... middle of paper ...

...l Engines. The Economic Times, Retrieved 12 March, 2014, from http://articles.economictimes.indiatimes.com/2013-10-08/news/42829304_1_diesel-cars-diesel-prices-1-3-litre

Who We Are. (2014). Hyundai Motor India, Retrieved March 14, 2014 from http://www.hyundai.com/in/en/AboutUs/HyundaiMotorIndia/WhoWeAre/index.html

Liker, J.K. & Hoseus, M. (2008). Toyota culture: the heart and soul of the Toyota way.

Liker, J.K. & Meier, D. (2005). The Toyota way fieldbook: a practical guide for implementing Toyota's 4Ps.

Morgan, J.M. & Liker, J.K. (2006). The Toyota product development system: integrating people, process, and technology. USA: Productivity Press.

Toyota (2014). Toyota Manufacturing India - Organizational Structure. From http://www.toyotabharat.com/inen/about/index.aspx

Time. March 11, 2010, from http://www.time.com/time/nation/article/0,8599,1967654,00.html

Open Document