Assessing the Marketing Environment
Toyota Case Study - June 2009
In preparation for the examination you will need to analyse the Toyota Motor Corporation case material provided, in order to prepare both PESTEL and SWOT analyses of the company. You will be given a clean copy of the Case Study on the day of the examination, but you must bring the PESTEL and SWOT analyses with you into the examination. Your written analyses must not exceed FOUR A4 sides and must be submitted with your answer book as appendices on completion of the examination.
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Philip Kotler
Marketing Insights from A to Z (Wiley, 2003)
Today’s central problem facing business is not a shortage of goods
but a shortage of customers. Most of the world’s industries can produce
far more goods than the world’s consumers can buy. Overcapacity
results from individual competitors projecting a greater market
share growth than is possible. If each company projects a 10 percent
growth in its sales and the total market is growing by only 3 percent,
the result is excess capacity.
This in turn leads to hypercompetition. Competitors, desperate
to attract customers, lower their prices and add giveaways.These
strategies ultimately mean lower margins, lower profits, some failing
companies, and more mergers and acquisitions.
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