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Toyota Motor Corporation is company that focuses mainly in the automobile and financial services businesses although in this report I’m only going to focus on the first one. The automobile segmentspecializes in the design, manufacture and sale of car products including passenger cars, minivans and trucks, as well as the related parts and accessories. Toyota also has a few subsidiaries thatproduce cars under other brands. Daihatsu Motor Co., Ltd., produces and sells mini-vehicles and compact cars. Hino Motors, Ltd. (Hino), also a subsidiary of Toyota, produces and sells commercial vehicles,such as trucks and buses. Also, in North America, Europe and Japan, Toyota’s luxury line-up C mini-vehicles, mid-size, luxury, sports and specialty cars, recreational and sport-utility vehicles,pickup trucks, minivans, trucks and buses (see appendices 1 for the complete vehicle lineup).
In addition, as of the end of March 2010, Toyota conducts its business worldwide with 51 overseasmanufacturing companies in 26 countries and regions. Toyota's vehicles are sold in more than 170 countries and regions (Toyota Motor Corporation, 2010). As for what regards to competition, Toyota is the biggestcar manufacturer amongst its competitors. According to the OICA (International Organization of Motor Vehicle Manufacturers), by the end of 2009, Toyota had produced 7,234,439 vehicles worldwide whileGM produced around 6.5 million, Ford 4.6 million, and Honda 3 million (see appendices 2). (See Appendices 3 for data on 2009 sales compared to competitors)
Throughout this paper I’m going to evaluatethe marketing communications plan and the overall appropriateness of it of the new 2011 Highlander in the USA. The Toyota Highlander is a midsize crossover SUV. It was first announced at the New YorkAuto Show in April 2000 and became the first car-based midsize SUV or midsize crossover. In addition, it had become Toyota’s best-selling SUV until the RAV4 outsold it in 2006. Its main competitors...