Toyota Case Analysis

IDENTIFICATION According to our analysis, Toyota is lacking incarnate identity in its host country. Toyota is experiencing difficulty bridging the gap amidst its Nipponese collectivist conclusion and the individualist culture of the United States in regards to its marketing strategy. ANALYSIS Toyotas key challenge is the fact that it is lacking an overall consider in the minds of its consumers. Their consumers check up on them as a product rather than a company. For instance, the CEO has concluded, no one knows who Toyota is, that it is a faceless organization and doesnt have a gracious element in the eyes of the consumer. This shows that its corporate identity is not currently designed to reflect the companys leading position in equipment casualty of technology and image. Toyotas second obstacle involves ontogeny this corporate identity without diverting from its Japanese collectivist culture. This culture encourages conformity and group cohesion, while it discourages indep endently standing out rather they are more uniform and homogeneous in nature. As such, defining your authentic self and broadcasting it tends to put the Japanese at risk of being separate from, rather than part of the group, which is where the challenge lies.The CEO wants its entire company, the heroes, to represent the face of the company, not just one exclusive person serving as a representative, as the American individualist culture would. However, the consumers Toyota wants to target in its host country practice individualism, while Toyota is victimisation strategies from its collectivist culture. In turn this causes a conflict in the marketing strategy. RECOMMENDATION The following action steps will address the lack of corporate identity that Toyota is facing while keeping the bodied Japanese culture within the company 1.Hire a marketing team with knowledge of cross cultures between Japan and the United States. This team will research and identify the target audience, help t o identify the final theme, develop the budget according to media outlets and scheduling, and finally, execute the better marketing plan (Advertising Campaigns Meaning and its Process). 2. The marketing campaign will focus 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 like the culture of the United States.In developing this campaign Toyota will need to put their heroes out front over and over again. An example of changing faces as Toyota is planning can be seen with Chryslers imposture Ram. Chrysler has been changing their image from being hard nose and tough to family and military friendly (Snavely, 2013). 3. The marketing team will determine a time string for the change in image. With the initiation of the time line, there should be six months to develop and begin running the campaign. Toyota will run the campaign for a minimum of one y ear with a more realistic time frame of three years.If you look at Chrysler, they have been running the campaign to change their image for two years and are still running. Chrysler has made a huge leap with the recent Farmer ad moving them to the softer side of their image (Scullio, 2013). flora Cited Advertising Campaigns Meaning and its Process. n. d. February 2013. . Snavely, Brent. Fresh Marketing Eyes. Winnipeg Free Press 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 .