Volkswagen, Toyota, Nissan and Honda

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The automotive industry produces and sells motor vehicles, which are goods. It is one of the highest revenue generating industries in the world.

Approximately 80.1 million cars were produced in 2011. The major industry players are Volkswagen, Toyota, Nissan and Honda. (OICA, 2012)

Company background

Audi is an automobile manufacturer based in Germany; it manufactures a wide range of vehicles. Volkswagen AG as a subsidiary owns Audi as a brand. The four rings in the Audis symbol represent the 1932 amalgamation of the four brands that formed the Auto-union AG.

The four brands were The Saxon brands of Audi and Horch from Zwickau, Wanderer from Chemnitz and DKW from Zschopau (Audi, 2012).

Toyota Motor Corporation is the manufacturer of Toyota Land cruiser S.U.V. Toyota has its headquarters in Toyota city, Aichi, Japan. Toyota deals in the automotive, robotics and financial services industries.

It is the largest automaker in the industry. Toyota was founded in 1937 by Kiichiro Toyoda, and has grown on since the production of AA Sedan in 1936 to become the largest car manufacture in the world (Toyota, 2012).

Product overview

The sports utility vehicles are vehicles build on light truck chassis and are accompanied by a four-wheel drive for on and off road use.

Toyota land cruiser is a vehicle designed to meet off road needs and urban roads. It is also luxurious vehicles. This is evident as, it has a V8 engine, which enables it to have off-road capabilities. In addition, it is luxurious and can carry up to eight passengers. It has a $77,955 price tag (Toyota, 2012).

Audi S.U.V A6 all road is a vehicle that is luxurious, and gives an off-road experience too, it is cheaper compared to the Toyota land cruiser S.U.V. Is offers more fuel economy as compared to the land cruiser as it has a $70,000 price tag (Audi, 2012)

Strategic marketing

Strategic marketing is the use of a company’s strategic plans to market its products. It entails the company to identifying areas where a firm has a sustainable competitive edge over the other firms in the market and it use them as their marketing strategy. (Procto, 2000)

Macro environmental forces

These environmental forces are outside the organization. They affect industries as wells as individual organizations. The organization has little or no control over these forces.

They include the following among others: politics, economics, social cultural factors, technology, Environment and the legal frameworks (Pride & Farrell 2012).

Micro environmental forces

Microenvironment is the organizational environment. It comprises of the internalities of the organization that is the forces the organization has some control over. They include among others, employees, Trade unions, local community, suppliers and customers (Pride & Farrell 2012).

SWOT analysis

SWOT analysis is the analysis of strengths, weaknesses opportunities and threats a firm is facing. It involves looking at factors that are both within as well as outside the firm.

Strengths and weaknesses are factors that affect the organizations internal environment, while opportunities and threats affect the organizations external environment.

An analysis of these factors is very important in formulating corporate strategic plan and the marketing and positioning plan for a product (Procto, 2000).

Market segmentation

Market segmentation is the subdividing of the market into distinct subsets of customers who are relatively homogeneous so that specific marketing mix strategies can be developed to secure each market (Pride & Farrell 2012).

Target markets

Target markets are the markets in which a firm wants to sell its goods and services. The firm chooses the market segments it wants to operate in according to its abilities.

This should be based on their current use, their potential for future growth, and competitors’ strengths (Procto, 2000).

Positioning strategy

Positioning is the process by which a company establishes an image of its products in the minds of the customer relative to the image of the competitors’ product offering.

Positioning strategy are the strategies that the firm is using to position itself in the minds of their consumers (Procto, 2000).

Toyota S.U.V cruiser and Audi S.U.V A6 are positioned as premium class vehicles. They are sold to the upper end markets, where consumers want luxurious cars for off and on road use.

Recommendations

This is the section where the recommendations about the report recorded. In the recommendation section, the writer makes his recommendations based on the facts preset in the report.

The recommendations give suggestion on possible solutions to what the report seeks to achieve (Bentley 2003).

References

Audi Worldwide > Home. (n.d.). Audi of America > Luxury Has Progressed . Retrieved from https://www.audi.com/en.html

Bentley, T. J. (2003). Report writing in business: the effective communication of information (Repr. ed.). London: Elsevier.

OICA. (n.d.). OICA . Retrieved from http://www.oica.net/

Pride, W. M., & Ferrell, O. C. (2012). Marketing (2012 ed.). Mason, Ohio: South-Western Cengage Learning.

Proctor, T. (2000). Strategic Marketing An Introduction.. New York: Routledge.

Toyota Motor Corporation global website. (n.d.). Toyota Motor Corporation global

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