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Monographie strat + market

La présentation qui envoie le pâté
by

Maxime Bacheley

on 26 April 2010

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Transcript of Monographie strat + market

Cross-Disciplinary Presentation Maxime, Maxime, Clément, Teddy & Thibault We would like to thank you for your help and all the persons who contribute to this work Financial Analysis Strategy Analysis Marketing Analysis: Prius through hybrid market The Hybrid Market : some keys

First Apparition in 1997 (Toyota Prius)

Highly growing market

A background of increased environmental awareness and higher oil prices

In 2010, 3.2 % of world automotive market
3 factors to spread faster hybrids

Lower cost
Wider product lineups
More opportunity to actually experience using hybrids
Segmenting, Positioning & Targeting Consumer approach
Demographic&Geographic Approach

Economic Approach
Market Price
Fuel Consummation
Brand’s fame

Sociological Approach

Psychological Approach

The Toyota Group: activities Vision of the company

Product mix Large product range
Geographical adaptation Long term forecasts Short term view: tendencies A market with a 15% growth even during the crisis
Small margins for all the competitors
High competition. Objective: gain Market shares & benefit from the growth of the market

Fast growing market
Domination by local car makers
Same objective than the Chinese market Second historical market for Toyota
Toyota seems to reach a "plateau"
Development of a larger range of product (Lexus, Scion) Toyota market shares The Japanese Market is the historical market of Toyota
Despite a strong competition, Toyota has 45% of the market shares
Toyota produces 60% of its car in Japan => The company is very sensitive to the Yen valuation Evolution of the diesel share in Europe Toyota is facing issues in EU:
No special competency in diesel engines
Stong brand awareness and recognition of local car makers
Strong competition in distribution
Toyota is seen as a "Japanese importer" Sales of the group Toyota was:
First car manufacturer in 2008
Second in 2009 No sentence to describe the vision
of the group but guiding principles Long term view
Be a good corporate citizen
Focus on meeting customer needs
Goal: a stable growth in harmony with people, society & environment Akio Toyoda, CEO Geographical presence Key success factors the brand Toyota

Quality of the products

A long term vision (example: Prius)

Geographical integration

Pioneer & leader in lean manufacturing

The Toyota Brand
Toyota, a leader
The Toyota Production System
Strong financial performances
Good performance in emerging markets
Innovation and the Hybrid Technology
Increasing demand of hybrid tech
Targeting other populations
India & China: growing markets

Toyota is not a luxury brand
2010 crisis of Toyota
A little interest paid to shareholders
Poor competence in diesel Tech
High fixed costs The US market is mature
High competition (Hyndai, Honda,...)
Appreciating Yen against other currencies

Strengths Opportunities Weaknesses Threats Crisis 2010 More than 10 million vehicles recalled

Impact on brand image (Toyota has always put the emphasis on quality)

Safety issues (critical points) on different cars

Several months to react

Competitors can benefit from this crisis (Hyundai, Honda,...)



Prius product mix Place:
274 concessionaries in France
Customize your Prius on Toyota's website Promotion:
Through media, newpapers & open days in concessionaries
Clearly focused on Eco-friendly concept Price & Financing:
3 finishing
Active: €26,220
Dynamic: €28,120
Lounge: €33,080
Financing:
High developed solutions for businesses and private to lease or buy a car
Product:
Most advanced technology
New generation of hybrid system
One of the safest car Portfolio of activities Pyramidal analysis – DuPont de Nemours model 4 main figures to compute several ratios:
Net income
Sales
Assets
Equity
Average of the industry: 17%
Average of the industry: 7%
Average of the industry: 0.73
Average of the industry: 3.6
Global Business Model What's next for Toyota and its brands ? Flagship product in 2010: Auris HSD
Lexus, LandCruiser Means A purchase simulation
A test of Prius
An interview with a marketing responsible and contacts with Toyota's engineers
A market survey Conclusion Hybrid technology inspires the change in using cars
Hybrid market will growth
Toyota will stay the leader with its new models
General Conclusion Before 2008, the growth of Toyota seemed endless.
After the economic and the internal crisis, Toyota is no longer unreachable.
Despite their advances in lean manufacturing & hybrid technology, other companies like Hyundai or Honda are threatening them and could be the leaders in a few decades. Product Segmentation Between 30 and 50 years old (mid-life).
Likely to be married and with family responsibilities.
In higher managerial, administrative or professional occupations and of upper middle class Demographic Approach
Importance of Environmental awareness How Toyota uses this realization
to sell its Prius ? World Sales of Hybrids Purchase Process Market valuation 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 1 2 3 4 5 6 7 8 9 10 11 12 17 18 40 41 42 43 46 47 48 49 50 51 52 53 54 13 14 15 16
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