This presentation uses a free template provided by FPPT.com Marketing Management

This presentation uses a free template provided by FPPT.com Marketing Management CASE STUDY (20 Marks) The full size pickup truck segment is considered to be the most profitable and the fastest growing segment in a slow growing US automobile industry. It is also highly competitive with players like Ford and General Motors dominating the industry. Over the years, Toyota, the second largest automaker after General Motors, has established a strong presence in the car segment of the US auto market. Following this, the company aimed to increase its share in the light truck segment through the launch of a new pickup truck model in early 2007, called Tundra. In the market for pickup trucks, the buyers were known to be tremendously loyal to trucks made by American companies.

This presentation uses a free template provided by FPPT.com Thereby, in its efforts to market Tundra, Toyota promoted the pickup truck at events considered to be traditionally American such as NASCAR racing, fishing tournaments, country western concerts, etc. The company also made an investment of $850 million to establish a new plant at San Antonio, Texas, for manufacturing only Tundra vehicles and set a sales target of 200,000 units in 2007.

This presentation uses a free template provided by FPPT.com Answer the following question. Q1. Analyze the trends, consumer profile and behavior in the light truck segment of the US auto industry Q2. Discuss the marketing strategies adopted by Toyota for the promotion of Tundra 2007 Q3. Analyze the opportunities and challenges facing Toyota Tundra in the future. Q4. Give an overview of the case.

This presentation uses a free template provided by FPPT.com