Pary A:
Executive Summary
Toyota is currently the largest automobile manufacturer in the world and the largest automaker in Japan. Toyota, founded in 1937 in Toyota City, Aichi Prefecture, Japan, once overtook General Motors Corporation of the United States as the world's largest automaker. Toyota's current business is bad on the technology and experience accumulated at all stages of automobile development, production, sales, and rvice. Toyota has t the goal of "establishing a new industry for the 21st century after the automobile" and is developing new business fields and system products to create a more colorful future in accordance with its "starting from the automobile" philosophy. Toyota's management philosophy is to be open and fair, to strive to be an automotive company that has faith in society, to provide safe and environmentally friendly products, to create a more prosperous society, to employ individual creativity and strong teamwork, and to achieve stable growth and common prosperity bad on open business relationships. Stable expansion and shared prosperity.
Producing high-quality, compact, small cars with convenience, dependability, and suitability gives Toyota a competitive advantage over its rivals. Toyota automobiles are relatively new in appearance, with a high level of technological content. Their asmbly process has obvious technical advantages over other automakers in the target market and strong product competitiveness compared to comparable models. Its primary target market should consist primarily of 30- to 40-year-old male family customers with a focus on cost-effectiveness. Toyota's marketing strategy in Malaysia should emphasize suitability, increa profit margins, increa consumer attention, and improve the customer experience.
Market Analysis
Currently, gasoline cars, pure electric new energy vehicles, and hybrid cars are the predominant models in Malaysia's pasnger car market. Toyota's technology products in the hybrid car gment are the most popular with consumers in the middle-class car market. The primary demand for hybrid automobile models stems from the desire to save
fuel, which is reflected in the fact that the hybrid model exists. As a result, meeting consumers' practicality and cost requirements in the hybrid car market can become the objective of vehicle purchas. This clarifies the target market for Toyota hybrid vehicles.
Age-bad gmentation of the market
The target customer group should be lected to place greater emphasis on affordability and to 30–40-year-old male family customers. Tho people are employed in high-tech and financial industries, have a stable income, hold middle-level positions, and are married with children. In terms of personality, customers in this age group ek connotation and micro-innovation, and in terms of car consumption, they prioritize stability and fashion compatibility. When gmenting the market, we can concentrate on the individualized demand characteristics of this group and make gmentation decisions bad on safety, comfort, technological innovation, etc. This demographic has a stable income, is advancing in their careers, and is receptive to new experiences. When considering the purcha of a car, this group of individuals focus primarily on two aspe
cts of demand: on the one hand, whether the car is practical, such as sufficient space, vehicle durability, not prone to failure, etc.; and on the other hand, whether the price range is suitable for their own consumption.
Consumer demand-bad gmentation of the market
Most consumers primarily u their cars for daily u, including commuting to and from work, short-distance travel, and family u. Additionally, the proportion of first-time buyers accounts for three-quarters of the market, and they place greater emphasis on the vehicle's multiple quality and purcha characteristics. Not only do they require a transportation vehicle, but they also require a vehicle for a variety of other purpos. For instance, to transport their families and children, for frequent travel, or for daily business. Obviously, there are also some requirements for official automobiles and high-end online automobiles, and the low energy consumption and durability of Toyota hybrid models satisfy their primary requirements.
In conclusion, the primary target market for Toyota Twin Engine Hybrid models compris
30 to 40-year-olds with high and middle incomes and successful careers.
Environment Analysis
Opportunity 1: Government policy support and the advantages of Toyota's hybrid technology
In 2010, the government provided tax incentives to encourage the rearch and production of hybrid vehicles; in 2014, the Malaysian government formulated the National Automotive Policy 2014 (NAP 2.0), which liberalized the production of new energy vehicles (EEVs) in an effort to make Malaysia an ASEAN hub for the production of fuel-efficient vehicles; and in 2020, the Malaysian government enacted the National Automotive Policy 2020. (NAP 2020), which propos improving the EEV certification system to encourage and attract more automotive companies to invest and build factories. consumer rights and consumer interest protection in auto repair and recalls. In terms of safety and environmental friendliness, Toyota's hybrid models are superior to tho of their competitors.
Opportunity 2: The vast market space for new energy vehicles
Malaysia's domestic public transportation is imperfect, and its domestic demand for cars is high, laying a solid foundation for the development of the new energy vehicle industry; in foreign markets, Malaysia is adjacent to the Straits of Malacca, located at the strategic center of Southeast Asia, maritime shipping can radiate the entire Southeast Asian region, expanding its domestic new energy vehicle sales market and providing a broad market spa
Threat 1: Inflationary pressures and loan approval restrictions
According to the theory of automobile development stage, Malaysia has more than 400 units per thousand people, a per capita GDP of over $10,000 U.S. dollars, and the automobile industry should be located in the late stage of popularization or saturation of this stage; from a long-term perspective, sales tend to stabilize; the industry is at the top of the scale. 2015 before the car market was relatively stable; 2016-2017 due to the economic downturn and inflation car market fluctuations, car sales decread significantl
y; The high number of thousands of people, the size of a significant increa in space is minimal, and is stable at approximately 600,000 as of the end of 2018. The highest growth rate of the market does not exceed 5%, and fluctuations or modest growth will become the norm. This growth rate is lower than that of the ASEAN as a whole. High import tariffs and local tax rates on the Malaysian auto market result in high car prices. 65 years of age or older population accounted for a large portion of the upcoming aging society, and it will inhibit car consumption economic aspects, economic growth in recent years, a slight decline in social income distribution is unreasonable, the wealth gap is large inhibit low-income groups consumption simultaneously, the pressure of inflation and increasingly strict loan approval restrictions are also inhibiting the structure of consumer goods category.
