Marketing Planning for Toyota Camry

1.0 Introduction: Toyota is Japan car manufacturer and it has become top seller in the world. Toyota brand is very popular in public’s eyes and even their customers may put their money down for one of Toyota’s car although sometime they have not confirmed yet with the price. Toyota’s cars are reliable and believed have higher quality (Please refer to appendix 1). One of Toyota popular product is Camry. Camry is Toyota second global model after Corolla. In 1980, Toyota launched Toyota Celica Camry and they targeted the Japanese home market. Toward the end of its model lifecycle, Toyota also introduced Toyota Camry sports version (Please refer to appendix 2). During 1982, Toyota started to introduce Camry with independent model line. They introduced the first generation Camry for the 1983 model year. It was sold as midsize four-door sedan, but at different times they also introduced the five-door hatchback Camry. This Camry was designed followed the Japanese characteristic. In that period of time, since Toyota launched the first generation model, the design of the Camry had been rejected by Toyota USA two top executives and they asked the chief engineer to make some significant changes (Please refer to appendix 1). The second generation of Camry was started since 1987 to 1991. The model was still as midsize car and this model was popular in United States. The third generation model was introduced during 1992 to 1996. It was the first broke into large car market. It was a larger vehicle and performed like more luxurious family sedan. The fourth generation Camry firstly launched in Japan in December 1996. It was a sedan with station wagon which is called Camry Gracia in Japan. It was launched in US for 1997 year, but it was not sold there. In September 2001, Camry regarded as the larger sedan without station wagon for the first ever time. This model was launched for the exports markets such as US as the 2002 year model. The sixth generation Camry