Strategic

1. TOYOTA MOTOR
CORPORATION
SALE PLAN
GROUP 6
MEMBERS:
NGUYEN HOANG HUNG – 1158048
LE NHAT HUY – 1158
NGUYEN TRIEU PHUC HAI -
TRAN NGUYEN KHOA HUNG -

2. TABLE OF CONTENTS
I. Company background
1. Toyota Motor Corporation.
2. The features of Innova.
3. Sale opportunities.
II. Market analysis
1. Target audiences.
2. Customers needs.
3. SWOT.
4. Competitor.
III. Sale and communication plan
1. Sale forecast.
2. Sale strategies.
3. Communication plan.

3. OVERVIEW
• Basic:
• Founded by Kiichiro Toyoda in 1937
• Toyota has about 318,000 employees and is one of the largest
automobile manufacturers in the world.
• Goals:
• Toyota wants to be a company that is chosen by customers.
• Toyota wants to be a company that makes customers happy they
chose us

4. THE FEATURES OF INNOVA
Comfort & convenience
Power steering
Power windows
Air conditioning
Safety
Airbags
Central locking
Child safety locks
Anti-lock brake force
Entertainment
Audio system

5. SALE OPPORTUNITIES
• In the taxi business in Vietnam with 4,622 taxis in five big
cities.
• VNS’s project rises an added 581 taxicabs in Ho Chi Minh City.
• Market share of 42% in Ho Chi Minh City, 62% in Binh Duong,
65% in Dong Nai, 32% in Da Nang, and 15% in Vung Tau.

6. TARGET AUDIENCE
• Transport passenger business Ex: Vinasun , Mai Linh,
Petrolimex, …
• Business buy cars for hire.
• Business buy cars for company fleets.

7. CUSTOMER NEEDS
• People use more public transport systems, especially is Taxis Service
• Vinasun, Mai Linh, Savico, Future Taxi & Saigon Air are famous brand
names in taxis sector
• They intend to expand to big cities such as Ha Noi, Hai Phong, Da Nang, Can
Tho, etc.
• Want to expand their market shares in Lao & Cambodia
• Become international taxi companies and maintain stable development.
• Focus on high quality product and suitable prices

8. 1. High brand awareness and market penetration
2. Wide range of available variants for the customers to choose
3. Good penetration in Taxi and commercial segment
4. Good fuel efficiency both in city and on highways
Weakness
1. The operating features is not good because sluggish engine
acceleration
2. Big size makes it less preferred for in city traffic
Opportunities
SWOT
Analysis
1. Expanding SUV segment to accommodation competition
2. Acquiring collaborations with automobile business entities
3. Augment distribution and servicing network
Threats
1. Intense competition in the market with international car
manufacturers
2. Competition offering innovative features at lower price
3. New entrants in the same segment with better features and lower
price

9. INNOVA COMPETITORS
• Truong Hai Automobile Group – want to win the leading position in the
automobile market in Vietnam.
• Main features of Mazda Premacy 20S Prestige Style.
• Base model : front wheel drive model with 2.0- liter with i-stop and a five –speed electronically controlled
Activematic automatic transaction.
• Strength of Mazda Premacy
• Generally, customers assess quite good about this car, driving pleasant, quiet, and friendly to
family.
• Weakness of Mazda Premacy
• Automatic transmission is not flexible, weak air conditioning, 3rd row seat slightly cramped
and low chassis.

10. SALES FORECAST
Year Unit Revenue (Billion VND) Market share (%)
2014 5000 1650 34,44%
2015 5400 1870 39%
2016 5800 2090 43,62%
Wholesaler: 5 wholesaler * 200 units per quarter = 1000 units per quarter
Agent: 38 agents * 100 units per month = 3800 units per month

11. SALE STRATEGIES
Training -
Personal selling
10% discount
program for cars
in the spring
Free to change
the color
Cut details the
car's interior to
reduce the price
Sell old car to
small businesses
7 – 10 2014
Time period (7/2014 – 6/2015)
• Training
• Sell old car
11/2014-
1/2015
• Training
• Discount program/cut details
2-6-2015
• Sell old/ free to change the color
• Cut details

12. Direct
contact
Communication
plan
Direct mail
Print
advertising
and
magazines
Telesales