丰田打入美国市场调研.ppt

Through massive investigation they found Americans no longer treat cars as a symbol of identity or personal state, but a transportation tool After oil crisis, Americans realized energy-saved cars are what they expect. From what they got from Volkswagen(大众） clients, they found the then Germany popular small-sized cars were blamed in the inner equipment and decoration However, they won consumers by excellent and efficient after-sale service Facing the other native vehicle manufactures’ ignorance of challenges from competitors , increase of reserves and government warns, Toyota decided to offer good service, choose key aim-markets for promotion and find first-rate agencies with attractive profit for them. Worldwide presence Toyota has grown to a large multinational corporation from where it started and expanded to different worldwide markets and countries. It displaced GM and became the worlds largest automobile maker for the year 2008. It held the title of the most profitable automobile maker (US$11 billion in 2006) along with increasing sales in, among other countries, the United States. * How TOYOTA got into American market in the 1950s Start up 1935 Kiichiro Toyoda established the department of automobiles in his father’s Toyoda Automatic Loom Works After WW2 introduced advanced technology and created the famous TOYOTA model of management and production Poured into American market and took occupation Reach its flourish at 1970s 1980s beat Fort in sales volume by 5 million cars Thus began its global production and promotion What consumers need and the market neglects They abandoned the previous style prevailing in American market---large and luxury cars Targeted on compact( small-sized) and fuel-efficient cars, which solves such problems as traffic jam and limited parking space oriented in affordable prices to cater for middle-low consumers Learn from competitor’s defects and tactics It designed graceful vehicles with d