Toyota Case Analysis

IDENTIFICATION harmonise to our analysis, Toyota is lacking corporate individuality in its legions country. Toyota is experiencing difficulty bridging the gap amidst its Japanese collectivist culture and the laissez-faire(a) culture of the unite States in regards to its selling strategy. ANALYSIS Toyotas key quarrel is the fact that it is lacking an overall reach in the minds of its consumers. Their consumers see them as a product rather than a corporation. For instance, the chief operating officer has concluded, no ane knows who Toyota is, that it is a faceless organization and doesnt have a human element in the look of the consumer. This shows that its corporate identity is not shortly designed to reflect the companys leading position in foothold of technology and compute. Toyotas second parapet involves developing this corporate identity with go forth deviate from its Japanese collectivist culture. This culture encourages deference and group cohesion, while it dis courages individually standing(a) out rather they are much than uniform and homogeneous in nature. As such, defining your authentic self and air it tends to put the Japanese at take chances of being separate from, rather than ramify of the group, which is where the challenge lies.The CEO wants its entire company, the heroes, to portray the face of the company, not just one single person serving as a representative, as the Ameri muckle individualist culture would. However, the consumers Toyota wants to target in its host country practice individualism, while Toyota is apply strategies from its collectivist culture. In turn this causes a conflict in the marketing strategy. pass The following action steps leave alone address the lack of corporate identity that Toyota is facing while keeping the corporal Japanese culture within the company 1.Hire a marketing police squad with association of cross cultures between Japan and the United States. This team give research and del ineate the target audience, help to identify the last theme, develop the budget according to media outlets and scheduling, and finally, arrange the improved marketing plan (Advertising Campaigns message and its Process). 2. The marketing urge on impart focalization on developing the heroes of the Toyota Way as a marketing investment. Toyota is a collective company and so this campaign will brand the company as a whole without becoming individualistic similar the culture of the United States.In developing this campaign Toyota will need to put their heroes out front over and over again. An usage of changing faces as Toyota is planning can be seen with Chryslers Dodge Ram. Chrysler has been changing their image from being hard nose and cowl to family and military friendly (Snavely, 2013). 3. The marketing team will determine a era line for the change in image. With the substructure of the time line, there should be vi months to develop and begin zip the campaign. Toyota will run the campaign for a token(prenominal) of one year with a more realistic time frame of tercet years.If you look at Chrysler, they have been running the campaign to change their image for cardinal years and are still running. Chrysler has make a huge leap with the modern Farmer ad moving them to the softer attitude of their image (Scullio, 2013). Works Cited Advertising Campaigns nub and its Process. n. d. February 2013. . Snavely, Brent. Fresh Marketing Eyes. Winnipeg Free weight-lift A. 1. 2013. Print. Sciullo, Maria. Super Bowl Ad Glorifying Farmers a Hit. McClatchy Tribune Business NewsFeb 05 2013. ABI/INFORM Complete. Web. 26 Feb. 2013 .