INTRODUCTION

The story of Toyota Motor Corporation began in September 1933 when Toyota Automatic Loom created a new division devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyota. Soon thereafter, the division produced its first Type A Engine in 1934, which was used in the first Model A1 passenger car in May 1935 and the G1 truck in August 1935. Production of the Model AA passenger car started in 1936. Although the Toyota Group is most well known today for its cars, it is still in the textile business and still makes automatic looms (fully computerized, of course), and electric sewing machines which are available worldwide. Toyota Motor Co. was established as an independent company in 1937. Although the founding family name is Toyoda, the company name was changed to: Signify the separation of the founders' work life from home life; Simplify the pronunciation, and Give the company an auspicious beginning. Toyota is considered luckier than Toyoda in Japan, where eight is regarded as a lucky number, and eight is the number of strokes it takes to write Toyota in Katakana.

During the Pacific War the company was dedicated to truck production for the Imperial Army. Because of severe shortages in Japan, military trucks were kept as simple as possible. For example, the trucks had only one headlight on the center of the hood.

Commercial passenger car production started in 1947 with the model SA. In
1950 a separate sales company Toyota Motor Sales Co. was established

(which lasted until July 1982). In April 1956 the Toyota dealer chain was established. Toyota Motor Corporation is a multinational automaker headquartered in Toyota, Aichi, Japan. In 2010, Toyota employed 317,734 people worldwide, and was the world's largest automobile manufacturer in 2010 by production. Toyota is the ninth largest company in the world by revenue. PRODUCTS (GLOBAL):
1. AVALON 2. CAMRY 3. CAMRY SALORA 4. COROLLA ALTIS 5. MATRIX 6. PRIUS 7. 4RUNNER 8. HIGH RUNNER 9. LAND CRUISER 10. SEQUOIA

11.SIENNA 1.1. Toyota in Pakistan

Currently toyota has state of art technology and apply this technology in it's product line as : Electric technology Toyota is one of the largest companies to push hybrid vehicles in the market and the first to commercially mass-produce and sell such vehicles, an example being the Toyota Prius. The company eventually began providing this option on the 2

main smaller cars such as Camry and later with the Lexus divisions, producing some hybrid luxury vehicles. It labeled such technology in Toyota cars as "Hybrid Synergy Drive" and in Lexus versions as "Lexus Hybrid Drive." Lexus also has their own hybrid lineup, consisting of the GS 450h, RX 400h/RX 450h, the LS 600h/LS 600h L, Lexus HS 250h and the Lexus brand's latest entrylevel Lexus CT 200h. Cars As of 2009, Toyota officially lists approximately 70 different models sold under its namesake brand, including sedans, coupes, vans, trucks, hybrids, and crossovers.[70] Many of these models are produced as passenger sedans, which range from the subcompact Toyota Yaris, to compact Corolla, to mid-size Camry, and full-size Avalon.[70] Vans include the Previa/Estima, Sienna, and others.[70] Several small cars, such as the xB and tC, are sold under the Scion brand.[ SUVs and crossovers Toyota crossovers range from the compact Matrix and RAV4, to midsize Venza and Kluger/Highlander.[70] Toyota SUVs range from the midsize 4Runner to fullsize Land Cruiser.[70] Other SUVs include the Land Cruiser Prado and FJ Cruiser. Pickup trucks Toyota first entered the pickup truck market in 1947 with the SB that was only sold in Japan and limited Asian markets. Toyota produces the Hilux in Standard and double cab, gasoline and diesel engine, 2WD and 4WD versions. The BBC's Top Gear TV show featured 2 episodes of a Hilux that was deemed "virtually indestructible". Luxury-type vehicles As of 2009, the company sells nine luxury-branded models under its Lexus division, ranging from the LS sedan to RX crossover and LX SUV.[70] Luxurytype sedans produced under the Toyota brand include the Century, Crown Royal, and Crown Athlete.[70] A limited-edition model produced for the Emperor of Japan is the Century Royal.

MARKET OVERVIEW
Since its start back in 1990, Indus Motor Company Ltd. has enjoyed the status of leader because the name it is reproducing is of TOYOTA. Market of automobile

in Pakistan is well established and it clearly states the self-actualization need of Pakistani consumers. Before Indus Motor Company Ltd.s launch TOYOTA has a well-built network of sales that was overtaken by Indus Motor Company Ltd. Pakistani automobile market consist of Manufacturer like Indus Motor Company Ltd. Honda Atlas Motors and Pak Suzuki Motors and Importer that are wide spread in country in shape of dealers. To lead in this environment Indus Motor Company Ltd. has extended its product line of COROLLA to six and is operating a product mix of three categories. Our most target markets are upper middle class, upper class, upper class, government and resellers. They are executives, managers, businessmen, landlords, politicians, dealers, government offices and armed forces. Here are some details of market segments: Government offices: Pakistani government is an important customer that is known for their bulk purchase. Although government purchase almost all the brands present in Pakistani automobiles but its attention towards Indus Motor Company Ltd. has caused us to give special attendance to the government. Armed Forces: Pakistani army has set a tradition of giving a TOYOTA vehicle to its officers who cross the rank of Colonel. Before the launch of new COROLLA, TOYOTA CORONA has served Pakistan Army for almost 20 years but now Armed forces are purchasing COROLLA for this purpose. Consumers: Our largest segment of market is consumers. Indus Motor Company Ltd. is well aware of this fact that this is the segment that gives feedback and value to our product because they are the ultimate buyers. 4

Pakistan is a developing country and thats why consumers of TOYOTA are upper middle class, upper class and upper class. These are executives, managers, businessmen landlords and politicians. To meet the needs of middle class Indus Motor Company Ltd. has acquired the production of DAIHATSU Company and is producing CUORE that is proving to be another successive step of Indus Motor Company Ltd. Business Buyers: last but not the least is our business buyer who buys the product for the sake of profit. It never disappointed us says a dealer. Market Needs: Pakistan is developing a vast market of automobile that needs proper placement of product. When someone enters in competition with Indus Motor Company Ltd. they have to build quality products like COROLLA, HILUX and CUORE, they have to establish a dealers network all over the country like that of Indus Motor Company Ltd.s and have to care for the customers. These are the ingredients that have helped Indus Motor Company Ltd. to meet market needs.

Major Brands Competing with Toyota in Market:

The key competing brands contributing to the growth of the sector are discussed below.

Suzuki (Mehran) Suzuki (Khyber/ Cultus) Suzuki (Bolan) Suzuki (Alto) Honda (City) Honda (Civic) Daihatsu (Cuore) 5

Suzuki (Swift) Suzuki (Liana)

ORGANISTION STUCTURE OF THE COMPANY

Branding Strategy for Toyota Branding: Indus Motor Company Ltd. has a license of production from TOYOTA Motor Corporation Japan. Although it is not mentioned in its financial statements but according to an estimate TOYOTA has brand equity equivalent to $29 billions. Recently Indus Motor Company Ltd. has extended its product line by starting the production of COROLLA 2002. To extend its products life cycle Indus Motor Company Ltd. has been introducing innovations in last model of COROLLA but after a long period of 9 years it was now needed that Indus Motor Company Ltd. may introduce a new model. Also because Honda Atlas introduced its CIVIC Prosmetic last year, the need for a new car was boasted. Toyota has factories in most parts of the world, manufacturing or assembling vehicles for local markets. Toyota has manufacturing or assembly plants in Japan, Australia, India, Sri Lanka, Canada, Indonesia, Poland, South Africa, Turkey, Colombia, the United Kingdom, the United States, France, Brazil, Portugal, and more recently, Argentina, Czech Republic, Mexico, Malaysia, Thailand,
6

Pakistan, Egypt, China, Vietnam, Venezuela, the Philippines, and Russia. Toyota's net revenue by geographical regions for the year ended March 31, 2007Geographic region Total sales ( Yen in millions) Japan ----------------8,152,884 North America --------------8,771,495 Europe-------------------- 3,346,013 Asia-------------------1,969,957 Others ---------1,707,742 In 2002, Toyota initiated the "Innovative International Multi-purpose vehicle" project (IMV) to optimize global manufacturing and supply systems for pickup trucks and multipurpose vehicles, and to satisfy market demand in more than 140 countries worldwide. IMV called for diesel engines to be made in Thailand, gasoline engines in Indonesia and manual transmissions in India and the Philippines, for supply to the countries charged with vehicle production. For vehicle assembly, Toyota would use plants in Thailand, Indonesia, Argentina and South Africa. These four main IMV production and export bases supply Asia, Europe, Africa, Oceania, Latin America and the Middle East with three IMV vehicles: The Toyota Hilux (Vigo), the Fortuner, and the Toyota Innova.

Company strategy
Toyota's management philosophy has evolved from the company's origins and has been reflected in the terms "Lean Manufacturing" and Just In Time Production, which it was instrumental in developing. Toyota's managerial values and business methods are known collectively as the Toyota Way. In April 2001 Toyota adopted the "Toyota Way 2001," an expression of values and conduct guidelines that all Toyota employees should embrace. Under the two headings of Respect for People and Continuous Improvement, Toyota summarizes its values and conduct guidelines with the following five principles: Challenge
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Kaizen (improvement) Genchi Genbutsu (go and see) Respect Teamwork According to external observers, the Toyota Way has four components: Long-term thinking as a basis for management decisions. A process for problem-solving. Adding value to the organization by developing its people. Recognizing that continuously solving root problems drives organizational learning. The Toyota Way incorporates the Toyota Production System.

Logo and branding

Employee at Toyota Museum explains development of Toyota name and brand In 1936, Toyota entered the passenger car market with its Model AA and held a competition to establish a new logo emphasizing speed for its new product line. After receiving 27,000 entries, one was selected that additionally resulted in a change of its moniker to "Toyota" from the family name "Toyoda." It was believed that the new name sounded better and its eight-stroke count in the Japanese language was associated with wealth and good fortune. The original logo no longer is found on its vehicles but remains the corporate emblem used in Japan. Still, there were no guidelines for the use of the brand name, "TOYOTA", which was used throughout most of the world, which led to inconsistencies in its worldwide marketing campaigns. To remedy this, Toyota introduced a new worldwide logo in October 1989 to commemorate the 50th year of the company, and to differentiate it from the newly released luxury Lexus brand. The logo made its debut on the 1989 Toyota Celsior and quickly gained worldwide recognition. There are three ovals in the new logo that combine to form the letter "T", which stands for Toyota. The overlapping of the two perpendicular ovals inside the larger oval represent the mutually beneficial relationship and trust that is placed between the customer and the company while the larger oval that surrounds both of these inner ovals represent the "global expansion of Toyota's technology and unlimited potential for the future."] The logo started appearing on all printed material, advertisements, dealer signage, and the vehicles themselves in 1990. 8

Marketing
MEGAWEB, Toyota's permanent exhibition showroom and museum in Odaiba, Tokyo United States advertising slogans Toyota's marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as "You asked for it! You got it!" (19751979), "Oh, what a feeling!" (1979 September 1985, in the US),"Who could ask for anything more?" (September 1985 1989), "I love what you do for me, Toyota!" (19891997), "Everyday" (19972001)", "Get the feeling!" (20012004), and "Moving Forward" (2004present).

PRODUCT STRATEGY
Worldwide acceptance of TOYOTA is proof of its best quality products. Indus Motor Company Ltd. has stepped in this race in 1991 by producing COROLLA 9

XE. Then it has continued innovations like COROLLA GL, Gli and 2.0D. At the same time it acquired the ownership of manufacturing facility from DAIHATSU and started the production of CUORE. The third category of production is of carriage van that Indus Motor Company Ltd. is engaged with by producing HILUX. Idea: it is hard to tell that from where the idea has came but it is for sure that it was generated seven years ago. As we have already mentioned its idea was established in Japan and TOYOTA Motor Corporation Japan started the process of idea generation, screening and testing somewhere in 1995. Prototype Development: First prototype of COROLLA 2002 was developed in 1997 in TOYOTA Motor Corporation Japan. Than TOYOTA Motor Corporation invited its customer for survey and testing and after progressive tests they started its production in 2001 in Japan. Worldwide Distribution: After start of its production in Japan, TOYOTA Motor Corporation started the process of worldwide distribution and new COROLLA is now being produced in 65 countries of world. As already mentioned, Indus Motor Company Ltd. has got these rights in 2002.

Testing and Survey: There are 28 dealers in Pakistan of Indus Motor Company Ltd., of these provided test drive to their customers and for this they sent formal invitations. TOYOTA Multan Motors Multans official says, We have never seen such a rush of people at TOYOTA and the important thing is that, whoever is coming to visit our showroom, he or she is going back satisfied and majority of New COROLLA Design Concept: In an effort to appeal more the Young at Heart people, the New Corolla is aimed at offering the
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Pakistani Customer with World-size Wheelbase and Height to achieve more interior space, luxury and a sporty look. We call it NCV. New Century Vehicle Many things in our life get bigger as society and the environment change, or smaller as technology advances. Toyota Engineers designed the Corolla by setting aside conventional ideas such as, "This class of car must be this size". Making the Corolla bigger was a natural consequence of today's trends. Toyota used large dimensions everywhere, and created an entirely new and attractive styling for all people to love.

Product Mix: Indus Motor Company Ltd. is operating 3 product mixes simultaneously; first is TOYOTA COROLLA that includes 6 models, second is TOYOTA HILUX that includes 1 model of carriage van and the Third one is DAIHATSU CUORE that includes 2 models of small economy cars. Indus Motor Company Ltd.s product lines are consistent in so for as they are consumer products that go through the same distribution channel and they perform same functions for the buyer.

Support Services: Less expensive after sales services and high resale value are considered the main augmentation of COROLLA. Indus Motor Company Ltd. has a dealers network of 28 dealers
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spread throughout Pakistan with 3S (Sales, Service, Spare Parts) network making the after sales services in reach of every customer where ever they are. Indus Motor Company Ltd. offer a free checkup and tuning during 1000 miles of purchase and a complete warranty of 1 year or 20,000 (which ever comes first)

Financial results
(Look from wikipedia) In 2010, the Toyota ranked first in units produced globally, with 8.6 million units. (Market share based on OICA 2010 global total of 77,743,862)[3] For the first half of 2011, Toyota had fallen to third place, with GM first and Volkswagen second. The OICA list is usually published in late July or early August of the following year.

TOYOTAS PRICING STRATEGY

As already mentioned, target market of Indus Motor Company Ltd. is upper middle class, upper class, upper class, government and resellers. Pricing plays a vital role in success of any product. It should be reasonable enough to meet the requirements of target customers and not reasonable enough to cut the profit of manufacturers.

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Strategy: Internationally TOYOTA is using a pricing strategy that is a blend of general pricing approaches i.e. cost based, value based and competition based pricing. But the important and main approach is cost based pricing. Indus Motor Company Ltd. charges their customer a price that is based on these three things;

Manufacturing cost Taxes imposed by Government Profit

Manufacturing cost is determined by company, taxes are imposed by Government and profit is determined by the buyers value (determined by surveys). It is worth mentioning here that high taxes from government of Pakistan also cause the price to accelerate. While launching a new product Indus Motor Company Ltd. comes into market with a premium strategy + penetrating price with respect to its major competitors. There is a difference of almost 100,000 in TOYOTA COROLLA 2.0D Saloon and HONDA CIVIC VTI ORIEL Prosmetic. This surely gives TOYOTA a competitive edge upon its competitors of same category. As we know that price is the most flexible P of Marketing but this is not applicable in case of COROLLA, because Indus Motor Company Ltd. keeps its prices same and the change in prices occurs only due to the change in some government policy.

In Pakistan Indus Motor Company Ltd. is in operation with an FOB-origin Pricing. Along with the Ex-Factory price customer is supposed to pay the freight charges from factory that is located

13

at Port Qasim Karachi to their destination. Indus Motor Company Ltd. has priced its product line of COROLLA according to the quality they offer in different models. Following are the prices of COROLLA 2002.

PROMOTION STRATEGY Name of TOYOTA is as much established that it does not require much efforts in promotions. But Indus Motor Company Ltd. has tried to change its promotional plan for COROLLA 2002 from prestige and luxury to passion and style. Passion is the major emphasis of our promotional plan for this car. If you have passion, you deserve this car says Mr. Asif Aleem of Indus Motor Company Ltd. regional office Islamabad. Advertising: For the first time in Pakistan Indus Motor Company Ltd. has launched an ad on Television. This ad too supports the statement of Mr. Asif Aleem. Purpose of this ad was just to give the viewer an idea that TOYOTA has produced something new and to establish curiosity in viewers mind. A newspaper is another media Indus Motor Company Ltd. is using for the promotion of COROLLA 2002. Indus Motor Company Ltd.s annual report states that it has increased the budget for advertising by almost 30% during 2002 to meet the requirement of launching a new product. For the year 2001 advertising and sale promotions budget figure was 38 million that became 48 million in 2002. Sales Promotion: Normally no sales promotions are done by Indus Motor Company Ltd. because TOYOTA has established a widespread community of its customers who are loyal to it. At the time of purchase, customer is given a survey form that is to be filled by customer and sent directly to Indus Motor Company Ltd. By doing this customer are entitled an entry in the draw of free services worth Rest. 5000. Public Relations: Quality of TOYOTA causes its customer to be loyal to the brand. When our team surveyed the consumers, no one has produced such remarks that may be supposed negative. Every of its customer appreciated the qualities offered in COROLLA 2002. Launch: At the time of launching of COROLLA 2002 Indus Motor Company Ltd. and its dealers took some exclusive steps for promotion of new car. On March 02, 2002 it was launched in Karachi in a ceremony held by Indus Motor Company Ltd. Apart from this all the dealers arranged a 15 day festival at their outlets for the promotion. They collected data of all the 14

customers during past 7 years and issued invitations to them. During those 15 days every dealer in Pakistan provided test drive to the visitors. Some of the dealers in Pakistan are still providing test drive to their visitors.

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PLACING STRATEGY Indus Motor Company Ltd. has the strongest network of dealership in Pakistan. It has 28 dealers throughout Pakistan who perform all the functions of distribution channels i.e. Information, Promotions, Contact, Matching and Negotiations. Indus Motor Company Ltd. delivers the product to consumers using an indirect channel of distribution which is as under:

Indus Motor Company Ltd.

Dealers

Customers

During the year 2001 some 148,000 vehicles were serviced at dealers outlets and this number increased to 185,000 in year 2002. Through its strong dealers network, Indus Motor Company Ltd. has made the availability of genuine spare parts possible all over the country at a controlled price. Following is the distribution of dealers all over the country: Area Number of Dealers Sindh 8 Punjab 12 N.W.F.P 3 Balochistan 1 Islamabad (Capital) 2 Azad Kashmir 1 For physical distribution Indus Motor Company Ltd. has developed a Logistic system that performs the following functions as an attempt to maximize customer satisfaction. Order Processing Warehousing Transportation Indus Motor Company Ltd. and dealers perform these functions for customers.

SWOT ANALYSIS Strengths: 1. Price 2. Dealers network 3. Safety 4. Sporty Look 5. 1 year/20000 mile warranty 6. Resale Value 7. Status Symbol 16

Weaknesses: 1. Full Payment on Booking 2. Long time of Delivery 3. Payment of Delivery Charges by customers 4. Change of Price applicable to Undelivered Vehicle Opportunities and Threats: 1. Competition Opportunity/threat 2. Economy of Country Threat 3. Availability of Imported vehicles Threat 4. Decrease of Taxes by government on imported vehicles Threat 5. Acquisition of DAIHATSU Opportunity 6. Incorporation of Made in Pakistan Automobiles Threat 7. Leasing facility Opportunity 8. Customer loyalty Opportunity Conclusion: Image of TOYOTA is of a companion in its customers minds. People say that we do not buy this car because of its durability, status, safety or reliability; we buy it because of TOYOTA. Simply saying, people of Pakistan trust TOYOTA to a degree that if TOYOTA launches a cart, people will buy it without hesitation. Availability of cars all over the country, less maintenance expenses, resale value and status representation are some values that are helping TOYOTA to build such a long lasting relationship with its customers.

Recommendations: GENERIC STRATEGIES relation to Toyota

Generic strategies were used initially in the early 1980s, and seem to be even more popular today. They outline the three main strategic options open to organization that wish to achieve a sustainable competitive advantage. Each of the three options are considered within the context of two aspects of the competitive environment: Sources of competitive advantage - are the products differentiated in any way, or are they the lowest cost producer in an industry? Competitive scope of the market - does the company target a wide market, or does it focus on a very narrow, niche market?

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Cost Leadership
The low cost leader in any market gains competitive advantage from being able to many to produce at the lowest cost. Factories are built and maintained; labor is recruited and trained to deliver the lowest possible costs of production. 'cost advantage' is the focus. Costs are shaved off every element of the value chain. Products tend to be 'no frills.' However, low cost does not always lead to low price. Producers could price at competitive parity, exploiting the benefits of a bigger margin than competitors. Some organization, such as Toyota, are very good not only at producing high quality autos at a low price, but have the brand and marketing skills to use a premium pricing policy.

2. Differentiation
Differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage. This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin. The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price. For example, Toyota differentiates its product and service. The differentiating organization will incur additional costs in creating their competitive advantage. These costs must be offset by the 18

increase in revenue generated by sales. Costs must be recovered. There is also the chance that any differentiation could be copied by competitors. Therefore there is always an incentive to innovated and continuously improve. 3. Focus or Niche Strategy The focus strategy is also known as a 'niche' strategy. Where an organization can afford neither a wide scope cost leadership nor a wide scope differentiation strategy, a niche strategy could be more suitable. Here an organization focuses effort and resources on a narrow, defined segment of a market. Competitive advantage is generated specifically for the niche. A niche strategy is often used by smaller firms. A company could use either a cost focus or a differentiation focus. With a cost focus a firm aims at being the lowest cost producer in that niche or segment. With a differentiation focus a firm creates competitive advantage through differentiation within the niche or segment. There are potentially problems with the niche approach. Small, specialist niches could disappear in the long term. Cost focus is unachievable with an industry depending upon economies of scale e.g. telecommunications.

1.4 S.W.O.T ANALYSIS

Strengths
New investment by Toyota in factories in the US and China saw 2005 profits rise, against the worldwide motor industry trend. Net profits rose 0.8% to 1.17 trillion yen ($11bn; 5.85bn), while sales were 7.3% higher at 18.55 trillion yen. Commentators argue that this is because the company has the right mix of products for the markets that it serves. This is an example of very focused segmentation, targeting and positioning in a number of countries. In 2003 Toyota knocked its rivals Ford into third spot, to become the World's second largest carmaker with 6.78 million units. The company is still behind rivals General Motors with 8.59 million units in the same period. Its strong industry position is based 19

upon a number of factors including a diversified product range, highly targeted marketing and a commitment to lean manufacturing and quality. The company makes a large range of vehicles for both private customers and commercial organisations, from the small Yaris to large trucks. The company uses marketing techniques to identify and satisfy customer needs. Its brand is a household name. The company also maximizes profit through efficient manufacturing approaches (e.g. Total Quality Management).

WEAKNESS
Being big has its own problems. The World market for cars is in a condition of over supply and so car manufacturers need to make sure that it is their models that consumers want. Toyota markets most of its products in the US and in Japan. Therefore it is exposed to fluctuating economic and political conditions those markets. Perhaps that is why the company is beginning to shift its attentions to the emerging Chinese market. Movements in exchange rates could see the already narrow margins in the car market being reduced. The company needs to keep producing cars in order to retain its operational efficiency. Car plants represent a huge investment in expensive fixed costs, as well as the high costs of training and retaining labour. So if the car market experiences a down turn, the company could see over capapacity. If on the other hand the car market experiences an upturn, then the company may miss out on potential sales due to under capacity i.e. it takes time to accommodate. This is a typical problem with high volume car manufacturing.

OPPURTUNITIES

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Lexus and Toyota now have a reputation for manufacturing environmentally friendly vehicles. Lexus has RX 400h hybrid, and Toyota has it Prius. Both are based upon advance technologies developed by the organization. Rocketing oil prices have seen sales of the new hybrid vehicles increase. Toyota has also sold on its technology to other motor manufacturers, for example Ford has bought into the technology for its new Explorer SUV Hybrid. Such moves can only firm up Toyota's interest and investment in hybrid R&D. Toyota is to target the 'urban youth' market. The company has launched its new Aygo, which is targeted at the streetwise youth market and captures (or attempts to) the nature of dance and DJ culture in a very competitive segment. The vehicle itself is a unique convertible, with models extending at their rear! The narrow segment is notorious for it narrow margins and difficulties for branding.

THREATS
Product recalls are always a problem for vehicle manufacturers. In 2005 the company had to recall 880,00 sports utility vehicles and pick up trucks due to faulty front suspension systems. Toyota did not give details of how much the recall would cost. The majority of affected vehicles were sold in the US, while the rest were sold in Japan, Europe and Australia. As with any car manufacturer, Toyota faces tremendous competitive rivalry in the car market. Competition is increasing almost daily, with new entrants coming into the market from China, South Korea and new plants in Eastern Europe. The company is also exposed to any movement in the price of raw materials such as rubber, steel and fuel.

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DATA ANALYSIS

4.1

PERCENTAGE OF TOYOTA OWNERS

OWNERS OF TOYOTA
YES 24% NO 76%

YES NO

Figure 1.3 INFERENCE: 24% of the respondents were owners of Toyota 76% of the respondents were owners of Honda, Maruti Suzuki, Tata, etc

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4.2

CUSTOMER SATISFACTION RATING

CUSTOMER SATISFACTION

17%

SATISFIED DISSATISFIED

83%

Figure 1.4 INFERENCE: 83% of the Respondents were satisfied with their cars and the services of TOYOTA However 17% of the Respondents were dissatisfied at the same time.

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4.3

PREFERENCES OF BUYING A NEW CAR

PREFERENCES OF BUYING A NEW CAR

40 30 20 10 0 TOYOTA HYUNDAI MARUTI HONDA

Figure 1.5 INFERENCE: 19% of the respondents would prefer to buy a Toyota car against its competitors. 38% of respondents preferred for Maruti. 19% and 24% respectively preferred for Hyundai & Honda.

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4.4

WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT

TOYOTA

INFORMATION ABOUT TOYOTA

12% 20% 55% 13% DEALERS PRINT MEDIA T.V. INTERNET

Figure 1.6 INFERENCE: Information through Internet and Print media accounts for more than half or 75% of the information shared with the masses. Rest 25% was shared by T.V. and Dealers for providing the information.

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4.5

TOYOTA CARS HAS THE MOST FUEL EFFICIENCY

FUEL EFFICIENCY OF TOYOTA

100 80 60 40 20 0 78

22

YES

NO

Figure 1.7

INFERENCE: 78% of the respondents felt that Toyota has the most fuel efficiency. While 22% felt it isnt the most fuel efficient.

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4.6

THE FEATURES OF TOYOTA AS COMPARED TO OTHER CARS

FEATURES OF TOYOTA
12% 8% 10%

70%

GOOD VERY GOOD NOT SO GOOD SATISFACTORY

Figure 1.8

INFERENCE: 70% of the respondents felt that the features of the Toyota are good. While 8% of respondents thought it was not so good, 10% thought it was very good and 12% felt satisfactory about the features.

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4.7

THE QUALITIES THAT BEST DESCRIBES TOYOTA

FEATURES THAT BEST DESCRIBES TOYOTA

40 30 20 10 0 HANDLING FUEL EFFICIENCY DESIGN COMFORT 15 18 38 29

Figure 1.9 INFERENCE: Toyota is best known for its design & comfort. Then comes Handling and Fuel Efficiency.

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4.8

HOW DO YOU FIND THE INTERIORS OF TOYOTA

INTERIORS OF TOYOTA
3% 16% 7%

GOOD VERY GOOD NOT SO GOOD

74%

SATISFACTORY

Figure 1.10

INFERENCE: The interiors of Toyota are very good according to 74% of the respondents. 16% said it was very good, 7% said it was satisfactory and 3% felt it was not so good.

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4.9 WHAT SHOULD BE DONE TO IMPROVE TOYOTA ?

WHAT SHOULD BE DONE TO IMPROVE TOYOTA 13%

15% 72%

MAKE IT MORE AFFORDABLE CHEAPER SPARE PARTS MORE SERVICE STATIONS

Figure 1.11

INFERENCE: If Toyota is made more affordable then it would win more customers, a theory which was backed by 72% of the respondents. 15% and 13% respectively want cheaper spare parts and more service stations.

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4.10 WHAT SHOULD BE DONE TO MAKE TOYOTA THE BEST CAR

WHAT SHOULD BE DONE TO MAKE TOYOTA THE BEST CAR 15 10 15 60

MAKE IT MORE FUTURISTIC MAKE IT MORE SPORTY GIVE IT A RETRO LOOK GIVE IT A CONCEPT CAR LOOK
Figure 1.12 INFERENCE:

To make it the best car in its class it should be made more futuristic which was felt by 60% of the respondents.

15% of the respondents thought it should be made more sporty. 10% wanted it to have a retro look and 15% wanted to give it a concept car look.

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4.11

ARE YOU HAPPY WITH THE AFTER SALES SERVICES

PROVIDED BY TOYOTA

HAPPY WITH AFTER SALES SERVICES PROVIDED BY TOYOTA

15%
HAPPY UNHAPPY

85%
Figure 1.13 INFERENCE: Overall 85% of the respondents were happy with the after sales service provided by Toyota. 15% were unhappy with Toyota due to poor after sales services provided by them. Comparison of major competitors Honda and Toyota 32

Which automobile people will prefer is a major question in today's world for companies. Reasons for higher TOYOTA share in market as compared to HONDA

9. Which car you drive for yourself? Toyota Honda Both

None

10. Which automobile company would you prefer to travel? Toyota Honda Both None 11. Whose products are more often seen on roads? Toyota Honda Both None 12. Whose products are more stylish? Toyota Honda Both 13. Whose looks are more luxurious? Toyota Honda Both None None

14. Who do you think is more reliable to travel? Toyota Honda Both None 15. Which automobile do you think has more resale value in the market? Toyota Honda Both None 16. Which companys service centers are more in numbers? Toyota Honda Both None 17. Whose products are more environments friendly? Toyota Honda Both None 18. Whose interior is more attractive? Toyota Honda Both None

19. Toyota spare parts are readily available in the market? Agree Disagree No idea 12. Do you think that Toyota products are more economical than Honda? Agree Disagree No idea 20. People prefer Toyota because of its variety of models? Agree Disagree No idea

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21. People prefer Toyota because of its diesel engine? Agree Disagree No idea 22. Shock problem rumor of Honda is a hurdle in its market share? Agree Disagree No idea 23. Toyota market share is more because it is targeting low income group and Honda does not? Agree Disagree No idea 24. Do you think that brand loyalty of Toyota is more than Honda? Agree Disagree No idea 25. Do you prefer Toyota because of its color range? Agree Disagree No idea 26. Toyota offer better engine efficiency than Honda? Agree Disagree No idea 27. Which will you recommend HONDA/TOYOTA and why? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ____________

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QUESTIONNAIRE ANALYSIS

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WHICH CAR YOU DRIVE FOR YOURSELF?

This question has been taken as the filter question for the research purpose. As we are finding the reasons that why the Toyota share is more than Honda so before getting any opinion from our respondents we need to know whether that person is using any of these two cars or any other. If that person isnt using any cat than its opinion will not be worthy because he might be ignorant about the cars. All the opinion given on the questionnaire by that person will be based on the guess work that will not truly be real information that we need. So if any person who has driven the car will be asked to fill the questionnaire so that the information we get through will be really based on the truth basis.

OPTIONS
We have given the options as follows Toyota Honda Both None

A person can be a user of Toyota products or Honda or he might have used both. The last option NONE will give two motions i.e. the person might be using any other companys product or he might havent used any car yet. If he is a user of both then his information will be real critical one because he has used both and will have real experience.

GRAPHICAL REPRESENTATION

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WHICH AUTOMOBILE COMPANY WOULD YOU PREFER TO TRAVEL?

This question is added in the questionnaire so that we get the intention that which automobile companys people will like to prefer to travel. This will tell us in real sense that if the people who are driving other automobile products can express that whether they like Toyota or Honda. That person might be using any other companys product because of any reason but internally he might be looking to drive Honda or Toyota. It can be taken as the question or the psyche of the people that what they believe internally about these two companies i.e. Toyota / Honda. This question is also important that some persons might be using Toyota but they like Honda and vice versa or they might not like any of these two.

OPTIONS
We have given the options as follows Toyota Honda Both None

The people might prefer Toyota or Honda. There might be people who like the both thats why they might be selecting BOTH. Finally people might not prefer any of these two so they will go for the last option.

GRAPHICAL REPRESENTATION

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WHOSE PRODUCTS ARE MORE OFTEN SEEN ON ROADS?

This question is added because it will provide us with the factual data about what people see on the roads while driving. U can see that Toyota products might be more or Honda products might be more. But this will give us the intentional thinking of the people i.e. what they perceive on the roads. If they are more inclined towards the Toyota they will say that Toyota products are more often seen on the roads and vice versa. In real sense this question might be leading towards the brand loyalty of the people.

OPTIONS
We have given the options as follows Toyota Honda Both None

The person who will be selecting Toyota means that he is inclined towards Toyota whether he is using it or not and the same is the situation if he selects the option of the Honda. On the other hand the other two options are also there i.e. the person may be of the opinion that both type of products are more often seen on the roads. lastly any one can be of the view that none of these two is more often seen on the roads.

GRAPHICAL REPRESENTATION

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WHOSE PRODUCTS ARE MORE STYLISH?

While drafting this question the basic idea in the back of the mind of my group members was to perceive and conceive that which automobile company is offering more stylish products. As stylish products are the means of attraction to the general public and the major reason for acquiring the products to use by the general public.Stylish products will result in the higher sale to the company as it will also lead the accurate reason know that which company has the highest share in the market. OPTIONS: Toyota Honda Both None

GRAPHICAL REPRESENTATION:

WHOSE LOOKS ARE MORE LUXURIOUS?

The looks of any car has always impact on the customer. Many of the customers are looks conscious than any thing else in the car. Therefore the looks that seem to be luxurious are more important to some of the customers at times. People perceives that if there car is fantastic in their looking then they will also be looking luxurious while driving this may lead to purchase of that type of car that they feel is luxurious. Some may find the products of the Toyota to be the luxurious and other may feel the same for Honda. It depends on the mentality of the persons what they perceive.

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OPTIONS
We have given the options as follows Toyota Honda Both None

These options are given above may lead to any of the response. If the option Toyota is selected then it means that respondent feel that Toyota products are those that he feel are luxurious and meets its needs. Same is with Honda. There can be that feel that both the Toyota and the Honda are luxurious in nature so that respondent will go for that.

GRAPHICAL REPRESENTATION

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WHO DO YOU THINK IS MORE RELIABLE FOR TRAVEL?

In this question the basic knowledge we want to collect from the general public is to now that which company the people think are more reliable when it come to traveling.This question will lead to us to the conclusion that when we talk about reliability and commitment people prefer which company for traveling and transportation. OPTIONS: Toyota Honda Both None

GRAPHICAL REPRESENTATION:

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WHICH AUTOMOBILE DO YOU THINK HAS MORE RESALE VALUE IN THE MARKET?
The basic idea behind this question is to gather the fact that which automobile company has more resale value in the secondary market. This reason is the major contributor to the higher share of the automobile company in the local market. As people prefer those products that have good re sale value at the time of selling under any situational circumstances. OPTIONS: Toyota Honda Both None

GRAPHICAL REPRESENTATION:

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WHICH COMPANYS SERVICE CENTERS ARE MORE IN NUMBERS?

The concept of asking this question in the questionnaire is to find out the reason that whether people are inclined towards the fact that the availability of there service centre of the companys. This question will give us with the internal state of the persons mind that if the he purchases Toyota and Toyota service centre are more in no then in any case his car makes the default then he will be satisfied to have his car repaired from the original service centres.

OPTIONS
We have given the options as follows Toyota Honda Both None

These options are given above may lead to any of the response. If the option Toyota is selected then it means that respondent feel that Toyota products offer better interior. Same is with Honda. There can be situation that respondent feels that both the Toyota and the Honda are offering good interior so that respondent will go for option both. GRAPHICAL REPRESENTATION:

WHOSE PRODUCTS ARE MORE ENVIRONMENTS FRIENDLY?

While drafting this question the basic idea in the back of the mind of my group members was to perceive and conceive that which automobile company is offering products that are more environments friendly and produces less pollution. Now days global warming 43

and other hazards are very commonly discussed in the general public and a lot of NGOS are working on the awareness of the hazards to the mother earth. Thats why company and people are loyal and attracted towards the products that are more environments friendly and is fewer hazards to the nature. OPTIONS: Toyota Honda Both None

GRAPHICAL REPRESENTATION:

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WHOSE INTERIOR IS MORE ATTRACTIVE?

The interior of the car has always a great impact on the comfort ability and the looks of the car. Many people believe that the interior of the car must be attractive and thats why they are attracted towards the cars that offer more variety and the interesting eye catching interior. Therefore its a key factor in the purchase of the car by any buyer. So the interior must be attractive to catch the buyers. OPTIONS: Toyota Honda Both None

GRAPHICAL REPRESENTATION:

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TOYOTA SPARE PARTS ARE READILY AVAILABLE IN THE MARKET?

This question is added in the questionnaire that n case of any problem with any genuine part of the cars people pursue that they get the original part thats the psyche of the user. So if the spare parts of Toyota are readily available in the market then the user will be satisfied in a way that the efficiency of its automobile isnt going to be affected because of the availability of the genuine spare parts. So this can be the major reason of the buying of the Toyota by the user.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea

Since its a statement with which the respondent may agree or not thats why these options are added in the questionnaire. If the respondent agrees with the statement then there is a possibility that the respondent has purchase the Toyota product because of the availability of the genuine spare parts. On the other hand there might be the situation that respondent doesnt agree with the statement and thats why respondent selects the option of disagree. In the last the respondent might have no idea about this.

GRAPHICAL REPRESENTATION :

DO YOU THINK THAT TOYOTA PRODUCTS ARE MORE ECONOMICAL THAN HONDA?
The price factor is always the key factor for all the things and same is the situation with the prices of the automobile products. Price factor is a major hurdle for fixed salaried persons all the time. They are more price conscious because of their salary range. If the Toyota products are economical then the salaried category of the people will be 46

purchasing the Toyota products. And most of the persons in Pakistan are salaried persons so that can be the major reason for more sales of Toyota as compared to Honda.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea

Since its a statement with which the respondent may agree or not thats why these options are added in the questionnaire. If the respondent agrees that the prices of the Toyota are economical then the respondent has purchase the Toyota product because of this factor. On the other hand there might be the situation that respondent doesnt agree with the statement and thats why respondent selects the option of disagree. In the last the respondent might have no idea about this.

GRAPHICAL REPRESENTATION

PEOPLE PREFER TOYOTA BECAUSE OF ITS VARIETY OF MODELS?

Man is not satisfied with whatever he had. He is always there for new and new things. He isnt satisfied with what he has with him. Same is the case in this matter i.e. the people arent satisfied with the single type of cars with a very little range of variety. Users need the variety the more you provide the variety the more the customers you have with you. In other words the sales of the companies are also dependent on the variety of their products because users dont want to remain with the same thing for a longer period of time.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea 47

People may agree with our statement that yes Toyota offers more variety of products to its customers thats why there sales is higher than the sales of Honda. On the other hand there is equal chance that the respondent will state that the Toyota doesnt offer much variety of the products. Or in the end the respondent might not have any idea about the variety of the models so he will be selecting the last option.

GRAPHICAL REPRESENTATION

PEOPLE PREFER TOYOTA BECAUSE OF ITS DIESEL ENGINE?

The availability of the diesel engine of the Toyota can be the major and the very important factor of higher sales of Toyota as compared to Honda. Diesel engines are very much necessary for the users who are living in rural areas where the availability of the petrol isnt good. On the other hand the hilly areas of Pakistan like NWFP, NORTHEN AREAS and the areas of Kashmir are very much difficult to travel. The cars and other automobile sectors over there need more power and that power requirement can only be met by the diesel engines because the diesel engines are more powerful than the petrol engines.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea People may agree with this statement and they may not. The persons who are belonging to the rural areas and the hilly areas can greatly understand this question in real way because they see this trend in their areas quiet often.

GRAPHICAL REPRESENTATION

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SHOCK PROBLEM RUMOR OF HONDA IS A HURDLE IN ITS MARKET SHARE?

It has been noticed in that a rumor is in the area from the July of the last week that there is a problem with the shocks of Honda products. This can be the big hurdle because of which the sales of Honda arent picking up in the market thus leading to an edge to the competitor i.e. Toyota. Rumors has always have a great impact on the psyche of the persons so that hold a person to not to go towards the purchase of Honda. In other words Toyota can cash this rumor in great way and as per the factual data Toyota has cashed it already in real way.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea The respondent when agree will be giving us the intention in real terms that he has heard this rumor so he some what believes on it also thats why he is agreeing with the statement. If the respondent doesnt agree he will simply disagree. On the last the respondent might be unaware of the rumor.

GRAPHICAL REPRESENTATION

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TOYOTA MARKET SHARE IS MORE BECAUSE IT IS TARGETING LOW INCOME GROUP AND HONDA DOES NOT?
Since all the automobile products are costly so it there is a strategy made by the company to target he low income level with a new range of products then it can be very much effective to boos the sales of the company. Since the most of the nation in Pakistan is at low income level do in this way any company will be targeting a wide range of the market segment. The more the target segment the more is the sales and the more is the profit. This strategy is very much important for all the companies.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea

Since its a statement with which the respondent may agree or not. If the respondent agrees that the prices of the Toyota are economical and it is targeting the low income level persons then the respondent has purchase the Toyota product because of this factor. On the other hand there might be the situation that respondent doesnt agree with the statement and thats why respondent selects the option of disagree. In the last the respondent might have no idea about this.

GRAPHICAL REPRESENTATION

DO YOU THINK THAT BRAND LOYALTY OF TOYOTA IS MORE THAN HONDA?

Brand loyalty is the major factor related to the purchase of the cars. Once the loyalty is grown it is very much difficult for any one to change the loyalty of anyone. If any person has associated his loyalty with Honda then he will pursue to purchase the Honda and vice versa. This creation of loyalty is real critical process. The more the customer is satisfied 51

the more it contributes towards the loyalty of the brand. Several other factors are of key importance in brand loyalty. So if the person is more loyal towards Honda then he will be rejecting the statement.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea People may agree with our statement that yes Toyota users are more brand loyal thats why there sales is higher than the sales of Honda. On the other hand there is equal chance that the respondent will state that the Toyota dont have more brand loyalty. Or in the end the respondent might not have any idea about the loyalty of the Toyota so he will be selecting the last option.

GRAPHICAL REPRESENTATION

PEOPLE PREFER TOYOTA BECAUSE OF ITS COLOR RANGE?

Color is always important factor in the choice of any thing. Same is the case in the purchase of cars. Females are always attracted towards the color range of the cars Toyota offer vide variety of colors that can be the real factor in the purchase of cars. On the other hand of your desired colors isnt there in the product that you like then there is a possibility that you will shift towards the other brand in which that color is available. So more color range the more the market share leading to the higher profits.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea

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People may agree with our statement that yes Toyota offers more variety of colors to its customers thats why there sales is higher than the sales of Honda. On the other hand there is equal chance that the respondent will think that the color range doesnt make any difference in the purchase of products. Or in the end the respondent might not have any idea about the variety of the models so he will be selecting the last option.

GRAPHICAL REPRESENTATION

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TOYOTA OFFER BETTER ENGINE EFFICIENCY THAN HONDA?

Engine efficiency can be an important factor in the purchase of the product because if product matches all the other factors that are needed by the purchaser but the efficiency isnt good one then it may change the decision. Especially this has more effect on low and fixed income group people. This may lead to a negative image on the user that will create a negative impact in the market ahead and some other negative rumors alike. So this question is a technical one thats why its added in the questionnaire.

OPTIONS
We provided the following options to the respondent Agree Disagree No idea Since its a statement with which the respondent may agree or not. If the respondent agrees that the engine efficiency of Toyota is more than Honda then the respondent has purchased the Toyota product because of this factor. On the other hand there might be the situation that respondent doesnt agree with the statement and thats why respondent selects the option of disagree. In the last the respondent might have no idea about this.

GRAPHICAL REPRESENTATION

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Overall Analysis
The reasons that can be given to provide justification to analysis are as follows: In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In this two way relation both are dependent on each other for various different reasons. Customers purchase the specific brand things just due to the brand name. Customers believe that brand name is a symbol of quality. We came to the conclusion that when consumer purchases a car, brand names influence his choice. Customers choose the well known car brand. The brands of Toyota which are of real attention and attraction i.ie PARADO and LAND RUISER has great impact on the psyche of the people. People purchase Toyota while having an idea in their mind that believes to the class of executive. More over its very much clear that Toyota has also small cars like VITZ for the a bit low standard customers thats where it gain advantage over Honda in the market. On the other hand the another major factor that always gives Toyota an importance in he minds of majority of the people who live in village is the diesel engine that Toyota offers but Honda doesnt. in the northern areas, NWFP and AJK which is the hilly area of Pakistan and requires more effort from the engines and this demand is met by the Toyota. So this is a major portion of the market that Honda doesnt have much capability to capture. The resale value factor is also influencing the minds of the people majority of the people believe that Toyota is offering more resale value in the market so they will prefer to purchase that thing that will be offering more value in the market when they are going to sell it back. The study shows that Toyota and Honda City brands have a great place in consumer mind, when customers go for purchasing a car, they prefer by that creative perception. Honda is less loyal to customer due to its high cost, low reliability, low performance, and lack of 3S availability, high cost of maintenance and Spare Parts and shape as compare to 55

Toyota. Honda City model 2005 was highly drop down because the car shape was did not appreciated in Pakistan moreover it was also failed in specific duration because of side mirror of the car the reason was that the side mirror was resisted by pillar of front quarter window which customer felt uncomfortable when he/she viewed back side. These problems had been shifted from the loyal brand. If a Customers delighted by Toyota he/she does not want to try Honda City car because they have no much information about it and vise versa. we feel that the purpose of this study has been fulfilled to some extant. The theory describe that brand name has a power, which attracts the customers towards branded products. The reason is that customer gets special connection with specific brands product and become the loyal with brand and we founded that Toyota attracts more people.

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Recommendations
12. In the light of entire project we would like to highlight some recommendation we found that in the light of brand loyalty Toyota and Honda gaining more and more competitive advantage because it purely involved according to the Pakistan environment keep on focusing in the customers point of view like 13. The shape of car as customer perceives need to be changed by the Toyota because people believe that every new model of Toyota is like the old one. 14. Interior of the car of Toyota, which mostly people of Pakistan do not much like, needed to be changed. 15. Indus Motors Company has to establish 2S for compete the Pak SUZUKI because Pak Suzuki is the largest automobile company in Pakistan and its cars are highly appreciated because of economical price.

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FINDINGS AND RECOMMENDATIONS

5.1 FINDINGS
76% of the respondents were owners of Toyota 83% of the Respondents were satisfied with their cars and the services of TOYOTA, However 17% of the Respondents were dissatisfied at the same time 18% of the respondents would prefer to buy a Toyota car against its competitors Information through Internet and Print media accounts for more than half or 75% of the information shared with the masses. Rest 25% was shared by T.V. and Dealers for providing the information 78% of the respondents felt that Toyota has the most fuel efficiency 70% of the respondents felt that the features of the Toyota are good. While 8% of respondents thought it was not so good, 10% thought it was very good and 12% felt satisfactory about the features Toyota is best known for its design & comfort. Then comes Handling and Fuel Efficiency. If Toyota is made more affordable then it would win more customers, a theory which was backed by 72% of the respondents.15% and 13% respectively want cheaper spare parts and more service stations.

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 To make it the best car in its class it should be made more futuristic which was felt by 60% of the respondents.15% of the respondents thought it should be made more sporty.10% wanted it to have a retro look and 15% wanted to give it a concept car look.

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FUTURE PLANS
Pakistan's car population may be growing but the growth is mainly concentrated in the small car sector, and not without reason. With increasing interest rates making buying cars costlier and the government slapping new duties on larger vehicles in addition to the existing favorable tax regime for smaller cars, even premium players are wading into the small-car scene. Though the new compact car has been designed for the Pakistani market, the initial design features indicate that it can be exported to other markets in Asia. Daihatsu, Toyota's group company, will not be involved in designing the compact new car, though it may be included in future plans.

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BIBLIOGRAPHY
Books: Kotler Philips, Marketing Management: 30th Edition Chabra T.N., Marketing management 2005 C.B. Gupta, Marketing management 2006 Magazines Business standard Motoring May 2008 edition Internet: www.google.com
www.toyota .com

www.wikipedia.com

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