Etude de marketing strategie. Le cas Toyota, Geely, Tata

1. "

2. Barriers to Entry:
• Cost to entry
70 years of car experience • Government Legislation

3. 1. Toyota will remain first leader
2. New entrants breach the automobile market
3. Evolution of External Factors

6.  Cheap, reliable, good fuel efficiency
Captures the market

 The big 3 cannot compete against Toyota

8. 1st world leader
70 years of car experience
Cutting edge techniques top notch technology
Avant gardist strategy  Hybrid Leader

9. • Will remain Number 1 no matter what…
• Keep innovating and always stay ahead
• China and India  Potential markets
• However, can Toyota capture these market despite its light
fall due to the crisis?
• Reducing its cost seems to be in contradiction with its
development strategy

10.  U.S, Europe, Japan  Stagnant Growth
 World's automakers  shifted into
reverse
 Cheap cars are popular in:
 established markets
 the developing world

12. India's auto market =
 China's = 140% growth over the

double to 3.3 million cars same period, to 16.5 million
cars
by 2014
The fastest growing car markets

in the world
5 Millions 2-Wh/year Sold
 26% increase from 2004

 Huge Market Potential
 Aim  1 million cars by 2010


14. Tata made a $2,500 car
o Few people can afford it
o
The Nano
o 30% less expansive than
o
competitors
Cut cost on everything
o
30 Different Models
o
No lack of potential
o
customers: The midle class Starting Price 11 400€
o

15.  The global car market is polarizing
 2012: the market for vehicles priced under $10,000 is
likely to reach 18 million cars
 2010-11: Great Nano Success: 250 000 vehicles
 Geely has gained a domestic market share of around
10% (USD 4,800)

17.
 Acquire knowledge
 Reduce their dependency towards a domestic market
 Expend products portfolio and can introduce different range
 Obtain a competitive advantage

18. Car trend according to 4 different factors:

19. Tata and Geely  The Biggest car
Toyota  Loss of competitive
manufacturer in developing
advantage over green market
countries

20. • Oil is not an infinite resources
• Need of alternative sources of energy
• Mastering the new energy
 Key competitive advantage
 Hybrid may be outperformed

21. • Strategy is not just a matter of taking the right decision.
 Taking the right decision, at the right time
• The 1973 Oil Crisis  boost to Toyota’s actual situation
 Strong Foundation
 World Leader
 Financial difficulties
• The actual crisis  opportunity for new comers to breach the
market
• Strategy is hard to established  Many unpredictable factors

22.  www.toyolands.com Complete corporate history
 www.wikipedia.com : 1973 Oil Crisis – Toyota – Geely – Tata
 www.history.com : History facts about oil crisis and Toyota
 www.china-roots.com/geely/geely-auto/ : Information about Geely
 www.tatamotors.com : Official website of Tata.
 ecologie.caradisiac.com
 “Automotive Industry Analysis” by Team A