Please Help Me segmenting, targeting, positioning

rub

Hi,

I am attending UCD and am doing a module in marketing, for this I need to complete a project on toyota specifically on the targeting, segmenting, and positoning of Toyota in the Irish market.

I dont know how Toyota seget, target etc even trying to cal them and all, i cant find any info on them.

I am finding this project very hard as I am dislexic and have failed many exams already so i really want to do well in this project

Could anybody tell me how they segmet, target, and positioning on the Irish market. I'd be really greatful and if anybody has any papers or knows of where to get papers on them please tel me thanks.

Thank you so much

Robert

zilog_jones

This is the Motorsport forum. You're better off asking in Motors, but even then I'm sure a lot of people won't understand what you're looking for

rebel.ranter

Toyota use sponsorship as one way to target a certain market, up until recently they sponsored the GAA football championship. By creating this association between the GAA & their brand people interested in GAA will be more likely to view the brand favourably. They now also sponsor Munster Rugby too with a similar aim. Google will throw you up a bit more info on these sponsorship deals & maybe others on a more global scale, I'm sure they have similar type sponsorship deals world wide.
Advertising & marketing is another way Toyota target a particular market. For example they use the slogan "the best built cars in the world", this is specifically meant to appeal to those that put reliability above all else. You could (& should) compare this to what methods other manufacturers do, for example BMW's slogan is "the ultimate driving machine", they are targetting a different market withe that slogan.
On the segmentation you could talk about the range of cars offered by Toyota, Yaris, Corolla, Camry, Land Cruiser, etc. All these vehicles will suit different needs or different segments of the market, they also can be segmenting the market on price levels too. You could also look at what Toyota have done with their Lexus brand. They effectively created a luxury brand to enter a new segment at the premium end of the market, something they could never do with their existing brand.
You should also talk about all their recent quality & safety issues that have made the news, what effects this had on their target market, etc. What they have done to address this (mr Toyoda coming out giving personal guarantees, etc.)

dooardbhoy

The previous poster has given a good overview of what you should be looking at. From a product lifecycle perspective a brand like toyota should be looking to keep customers for life, so without being sexist take it that a young woman buys a yaris, IQ etc as their first car, then onto a yaris, has children Urban Cruiser, more kids needs a Corolla Verso and then maybe back to an avensis or cororolla/auris this is segmentation so it goes as follows:
Youth Market
SINKS (single income no kids)
DINKS (dual income "")
Families
Empty Nesters (kids have all left home )
Seniors ( retired )

They also segment with commercial vehicles eg car vans, hiace, Landcruiser commercials) they have moved away from larger cars camry (Lexus fills this segment) and sports celica supra mr2 etc but have started looking at the smaller end which used to be dominated by the Smart brand. They are also pioneering hybrid. Have a look at their advertising its more online and tv than before, in ireland its run by an irish distributor but the prices are a little on the high side compared to the UK where they prefer their Opels and Fords. Good luck with your project.