logging in or signing up 16 ProductBrandMgmt1 Rafael Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 3639 Category: Entertainment License: All Rights Reserved Like it (4) Dislike it (0) Added: November 16, 2007 This Presentation is Public Favorites: 2 Presentation Description No description available. Comments Posting comment... By: abcdddd123 (5 month(s) ago) coollll!!! Saving..... Post Reply Close Saving..... Edit Comment Close By: harshatbit (14 month(s) ago) great work..... Saving..... Post Reply Close Saving..... Edit Comment Close By: sorrakai (40 month(s) ago) thankyou Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide1: Company Profiles Toyota Motor Corporation Founded in 1937 Headquartered in Toyota City Third largest carmaker in the world Full range of models Four brands 264,000 employees 134 billion US$ turnover Volkswagen Group Founded in 1937 Headquartered in Wolfsburg Fourth largest carmaker in the world Full range of models Eight brands 327,500 employees 99 billion US$ turnover Five Forces Analysis of the Automotive Industry: Five Forces Analysis of the Automotive Industry Global Competitive Environment Threat of Buyers Threat of Suppliers Threat of Substitutes Threat of Market Entry Automotive Industry Threat of Rivalry Train, public transport or other means of transportation High barriers to entry High capital requirements Contrived deterrence Cost disadvantages Consolidation Single Sourcing Low level of total value added Numerous potential customers Industry policy of rebates More demanding customers Oligopolistic industry Overcapacity Differentiation on basis of functional attributes only temporary Degree of Internationalization: Degree of Internationalization Firm GlobalizationStrategic Orientation: Strategic Orientation Firm Globalization Toyota towards transnationalization Volkswagen Group Striving for global efficiency World market orientation Centralization of core activities Standardization of products with minor local adaptation Shift towards decentralization and increased local responsiveness Synergies in product development across brands High degree of international coordination of the group‘s plants Production of localized cars based on standardized platformsOverview: Overview Global Marketing Mix 1 2 3 4 Product Price IMC Place Global Marketing MixToyota: Global Marketing Mix Toyota Global Marketing Mix 2 3 4 Complete product range Brand portfolio Toyota Lexus Daihatsu Hino Scion Factor 3 1 High degree of global standardization Region-specific models High product quality Lack of emotionalization Leading in development of ecological technology Market-oriented approach to pricing Price slightly below competition Target pricing Price discrimination across regions Standardized image advertising Adapted product advertising Cause-related marketing Number three in automotive ad spending Highly segmented distribution in Japan Unified distribution elsewhere Seperate distribution of Lexus Good dealer relations Volkswagen Group: Global Marketing Mix Volkswagen Group 2 3 4 Brand portfolio Volkswagen Audi Seat Škoda Bugatti Bentley Lamborghini Commercial vehicles Factor 3 1 Unique brand identity for each nameplate Complete product range Mostly standardized products with minor adaptations Setting prices with regard to competitors Price discrimination across regions No price competition in emerging markets Strict cost controlling Glocalized communication Emphasis on the European market Brand advertising Emotionalization Development of distribution partners Separated distribution channels for each brand International standardization of dealers Global Marketing Mix Comparing the Global Marketing Strategies: Comparing the Global Marketing Strategies Conclusion Similarities Development towards a more transnational strategic orientation Intention to extend up-market Future expansion in emerging markets The Volkswagen Group is ahead in respect to internationalization Different regional foci Organic growth vs. acquisitions Volkswagen has a more diversified brand portfolio DifferencesVolkswagen Group Brand Portfolio: Global Marketing Mix Volkswagen Group Brand Portfolio emotion functionality sophistication You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
16 ProductBrandMgmt1 Rafael Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 3639 Category: Entertainment License: All Rights Reserved Like it (4) Dislike it (0) Added: November 16, 2007 This Presentation is Public Favorites: 2 Presentation Description No description available. Comments Posting comment... By: abcdddd123 (5 month(s) ago) coollll!!! Saving..... Post Reply Close Saving..... Edit Comment Close By: harshatbit (14 month(s) ago) great work..... Saving..... Post Reply Close Saving..... Edit Comment Close By: sorrakai (40 month(s) ago) thankyou Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide1: Company Profiles Toyota Motor Corporation Founded in 1937 Headquartered in Toyota City Third largest carmaker in the world Full range of models Four brands 264,000 employees 134 billion US$ turnover Volkswagen Group Founded in 1937 Headquartered in Wolfsburg Fourth largest carmaker in the world Full range of models Eight brands 327,500 employees 99 billion US$ turnover Five Forces Analysis of the Automotive Industry: Five Forces Analysis of the Automotive Industry Global Competitive Environment Threat of Buyers Threat of Suppliers Threat of Substitutes Threat of Market Entry Automotive Industry Threat of Rivalry Train, public transport or other means of transportation High barriers to entry High capital requirements Contrived deterrence Cost disadvantages Consolidation Single Sourcing Low level of total value added Numerous potential customers Industry policy of rebates More demanding customers Oligopolistic industry Overcapacity Differentiation on basis of functional attributes only temporary Degree of Internationalization: Degree of Internationalization Firm GlobalizationStrategic Orientation: Strategic Orientation Firm Globalization Toyota towards transnationalization Volkswagen Group Striving for global efficiency World market orientation Centralization of core activities Standardization of products with minor local adaptation Shift towards decentralization and increased local responsiveness Synergies in product development across brands High degree of international coordination of the group‘s plants Production of localized cars based on standardized platformsOverview: Overview Global Marketing Mix 1 2 3 4 Product Price IMC Place Global Marketing MixToyota: Global Marketing Mix Toyota Global Marketing Mix 2 3 4 Complete product range Brand portfolio Toyota Lexus Daihatsu Hino Scion Factor 3 1 High degree of global standardization Region-specific models High product quality Lack of emotionalization Leading in development of ecological technology Market-oriented approach to pricing Price slightly below competition Target pricing Price discrimination across regions Standardized image advertising Adapted product advertising Cause-related marketing Number three in automotive ad spending Highly segmented distribution in Japan Unified distribution elsewhere Seperate distribution of Lexus Good dealer relations Volkswagen Group: Global Marketing Mix Volkswagen Group 2 3 4 Brand portfolio Volkswagen Audi Seat Škoda Bugatti Bentley Lamborghini Commercial vehicles Factor 3 1 Unique brand identity for each nameplate Complete product range Mostly standardized products with minor adaptations Setting prices with regard to competitors Price discrimination across regions No price competition in emerging markets Strict cost controlling Glocalized communication Emphasis on the European market Brand advertising Emotionalization Development of distribution partners Separated distribution channels for each brand International standardization of dealers Global Marketing Mix Comparing the Global Marketing Strategies: Comparing the Global Marketing Strategies Conclusion Similarities Development towards a more transnational strategic orientation Intention to extend up-market Future expansion in emerging markets The Volkswagen Group is ahead in respect to internationalization Different regional foci Organic growth vs. acquisitions Volkswagen has a more diversified brand portfolio DifferencesVolkswagen Group Brand Portfolio: Global Marketing Mix Volkswagen Group Brand Portfolio emotion functionality sophistication