丰田的市场营销环境分析PPT

The Relationship with Staff
responsibility and Trust
Stability and Working Condition
Toyota
The same concept of value
staff
policy
Customer
➢ Toyota’s philosophy sales ➢ Target customer
2979
加速时间(s) 标准配置
8.1
两段式双前座 正面安全气囊, 双前座侧面安 全气囊,前座高 度可调节安全 带…
7.4
8.9
7.9
7.1
防紫外线设计、 低反射前窗玻璃
前座车窗玻璃防 紫外线设计,后 车窗及后座车 窗…
ABS电子制动防 抱死系统,ASR电 子防滑系统,EBV 电子制动力分配 装置
EDS电…
Weakness
•Strength SWOT
3)personal economic force
•Opportunity
Threat
Comparative data of model competition
型号(款式)
国内参考价 格 驱动形式
荣御GS 3.6L 豪华版
46.8万元
后驱
皇冠 Royal Saloon
Transmissi on type
2497 Manual
2497 Manual
2497 Manual
2995 Manual
2995
2995
2995
Manual Manual Manual
2995 Manual
三.Specific marketing environment diagram
Economic forces
35.2
In the middle
3.0 Royal Saloon 真皮版
36.1
In the middle
3.0 Royal Saloon 标准版
3.0 Royal Saloon 导航版
3.0 Royal Saloon 时尚导航 版
3.0 Royal Saloon G VIP
38.9
41.2
42.0
39.3万元
后驱
奥迪A6 2.8 技术领先型
46.42万元
前驱
天籁350JMVIP
34.98万元
BMW530i 59.8万元
前驱
后驱
油耗 (L/100km) 发动机型式
排量(m L)
7.9
--
6.5
7.5
高档V型6缸发 动机，24气门, 电子节气门控 制（ETC）,可 变气门正时 （VVT）
3565
suppliers
Political&Cultural forces
competitors company
publics
Technological
﹠Natural
forces
customers
marketing intermediaries
Demographic environment
Company---The Enterprise of The Lowest Cost
六.Competitors & Economic Environment
1.Main competitors:
Audi A6, BMW5-i, Mercedes-Benz E-class, Teana350JM-VIP
2.Economic Environment:
1)world economic force 2)national economic force
1.Management Style 2.The Relationship with Staff
Management Style ----三河商法
TPS----Toyota Production System (lean production)
No Loan
Advocate “Stingy” Spirit
Types of product and price scope
Types of product
2.5 Royal 真皮版
2.5 Royal 特别版
Manufactu
rers
32.0
offer(万：
元
Production In Βιβλιοθήκη Baiduhe
Status
middle
32.8
In the middle
2.5 Royal 导航版
Toyota’s philosophy sales
Customer first Sales second Production third
Target customer
1、公务车市场Market for official cars 2、商务车市场Market for business cars 3、运动车市场Market for sport cars 4、休闲车市场 Market for casual cars 5、国际市场 International market
Weakness: Internal space is not big enough
Threats: Competitors in the world-renowned brand and superb
50.2
In the middle
In the middle
In the middle
In the middle
Domestic / Domestic import
Domestic
Domestic
Domestic
Domestic Domestic Domestic
Domestic
Displacem ent （ml)
铝合金轮辋
电动天窗,自动 开启氙气前大 灯(照明高度可 调)NAVI卫星导 航
前座正面安全气囊,前后 座头部安全气囊,前座侧 面安全气囊, 后座侧面安全…
Strengths: Configuration rich(配置丰富）;
Strong momentum（动力强劲）; Comfortable ride（乘坐舒适）; Excellent Safety system (出色的安全系统）.
3GR-FE V6顶 置双凸轮轴电喷 24气门(Dual
VVT-i)
2.8升/V型6缸/5 气门电控多点燃 油喷射/双顶置凸 轮轴/可变相位/ 可变长度进气歧 管
2995
2800
VQ35DE 3498
9.9
直6汽油发动机，四气 门技术，双凸轮轴可变 气门正时控制系统 （ Double-VANOS ）， 数字式电子发动机管理 系统 (DME)