Marketing Strategies Adopted in the Japanese Automotive Industry

Marketing Strategies Adopted in the
Japanese Automotive Industry

Table of Contents 1.0 Introduction 1 2.0 The Marketing Mix and 4Ps 2 2.1 Product 3 2.2 Price 4 2.3 Promotion 5 2.4 Place 6 3.0 Green Vehicles 6 4.0 Toyota Marketing Strategy 7 4.1 About Toyota 7 4.2 Case Study - Toyota Prius 8 4.2.1 Product 8 4.2.2 Price 10 4.2.3 Place 12 4.2.4 Promotion 13 5.0 Honda Marketing Strategy 15 5.1 About Honda 15 5.2.1 Case Study – Honda Civic GX 16 5.2.2 Product 16 5.2.2 Price 18 5.2.3 Place 19 5.2.4 Promotion 20 6.0 Nissan Marketing Strategy 22 6.1 About Nissan 22 6.2 Case Study – Nissan Leaf 22 6.2.1 Product 22 6.2.2 Price 24 6.2.3 Place 25 7.0 Conclusion 27 8.0 References 27

1.0 Introduction
The automotive industry designs, develops, manufactures, markets, and sells motor vehicles, and is one of the world’s most important economic sectors by revenue. In the year 2006, the motor vehicle and parts manufacturing were providing 1.1 million jobs; with industrial designers, engineers, computer systems analysts, and assemblers which are the main areas of employment.[1]
Japan is one of the top players in the global automotive industry, ranking 3rd (8,398,654 units) behind China (18,418,876 units) and United States (8,398,654 units) in production volume.[2] Well-known companies in the Japanese automotive industry include Toyota, Honda, Nissan, Suzuki, and Mazda. The Japanese automotive industry came from a humble beginning. The first domestic gasoline engine vehicle was only a 10-seater bus with a steam engine, manufactured by Torao Yamaha in April 1904.[3] The industry has gone through ups and lows but in the year 2008, Toyota is able to outsold the then top automobile manufacturer in the world, General Motors by 0.16 million vehicles. [4] The combination of production volume in year 2010 for Toyota, Nissan and Honda is 16,182,570; which is 20.8% of all global motor vehicle

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