OBJECTIVE AND METHODOLOGY 2.1 SIGNIFICANCE

Toyota's believes in putting the customer first and aims to provide the best levels of customer satisfaction as its main marketing strategy. Their dealers have also worked hard to provide their high levels of customer support."

"In the last one year, Toyota has taken many initiatives, which has made Innova the most successful product. Innova has successfully become a category creator.

We will continue to meet the ever-challenging customer expectations and will come out with innovative marketing strategies.

With a change of guard at Toyota Kirloskar Motor Ltd., the company has evolved a new strategy to capture 15 per cent market share in the Indian automotive segment. Effective from January 1, Atsushi Toyoshima has been appointed Managing Director of the company, replacing Sachio Yamazaki. "Competition is intense in the Indian market for domestic and foreign companies. The Indian market is important for Toyota with potential to aid its growth strategy," Yoshio Ishizaka, Executive Vice-President, Toyota Motor Corporation, said.

According to analysts, the Indian market would touch annual sales of 1.2 million units by 2005. Last year, Toyota sold 3.8 million units overseas, manufacturing six million vehicles at 56 plants in 25 countries. In India, the Toyota Quails notched sales of 25,000 units since its launch last year, he said. Toyota's strategy to corner a significant chunk of the Indian market involves "superior product offering and dedicated technology". In this context, the change of leadership in Toyota's Indian division is important, indicating a more important role for the company's manufacturing base in Bangalore.

"Bangalore is an ideal location to meet all of Toyota's needs, including auto components,"

Mr. Toyoshima said

According to the managing director of Toyota Kirloskar Motor, Atsushi Toyoshima, the decision to introduce Innova here (India) was based on three factors. First, over the last five years, the C- segment (between Rs 5 lakh to Rs 10 lakh) of the car market has grown by 20 per cent every year. The multi utility vehicle segment has also grown at double-digit levels.

Second, with an improving lifestyle and better roads, the Indian consumer wants to take his vehicle for long drives with friends and family. Third, there is a latent desire of customers, including those owning MPVs, to seek attributes like greater interior space and overloading ability, while passenger car buyers look for better styling and improved riding comfort.

Innova brings together the space and fuel economy of an MPV with the style, agility and power of a sedan. Toyota Kirloskar Motor has described it as the first three-row seating passenger car in the Indian market

2.2 MANAGERIAL USEFULLNESS

The marketing department can use this study to enhance their marketing strategies for better sales. This report helps the marketing department in taking decisions to what change in distribution channels and what should be done so that marketing problem could be sorted out and how to sell their range of product in the competitive market.

The very essence of every project related to marketing is providing a view to management for chalk out the organization, so that they can maintain a viable fit between the

organizational objectives, skills and resources and its changing market opportunities. also give a proper shape to company's target profit and growth. it provides feedback to the organization about their sales, sales schemes and what impact does it has on the dealers and consumers. every market research provides useful suggestions to the organization. marketing research helps the firm in every component of the total marketing task. it helps the firm acquire a better understanding of the buyer, the competition and the marketing environment.

it also aids the formulation of the marketing mix. product. distribution and pricing needs. it

also helps in taking the information of competitor's strategies and their impact on the buyer.

the study reveals the fact that may have come up during the project and these facts can either be used a opportunities in exploring and expanding the business as well as can be used as safeguard against threats by competitors to prepare an effective marketing strategy. Every market research proves useful to the organization. Marketing research helps the firm in every component of total marketing task.

2.3 OBJECTIVES OF STUDY

The object of report is not only to focus on competitors but also to get the competitive position in the national as well as international market through customer satisfaction. These are as follows.

 To discover and translate the needs and desire of customer into products and services so as to create the demand of the product (through planning and producing planned product).

 To serve the customer through channel of distribution.

 To face the keen competition.

 To know about the marketing strategies used by Toyota.

 To know about the marketing strategies of the competitors of Toyota.

 To find out the market share of Toyota.

 To know where Toyota stands as far as the BCG –matrix models concerned.

2.4 SCOPE OF THE STUDY

These are some of the scope of the study :

1. The present study can be extended to access the present marketing condition of Indian automobile sector.

2. The study can be used to design a proper product, price, place and promotional strategy for the market.

3. From the present study we can know the market share of different products and accordingly formulated strategy to enhance it.

4. The result of marketing success can be interpreted to assess the rate of employee satisfaction in various departments.

5. This study can be applied to find out an effective distribution channel to enhance the sale of various products of Toyota motors.

2.5 RESEARCH METHODOLOGY

This project depends upon the primary as well as secondary sources which are as follows.

Primary Source:

 Observation

 Experiment

 Talking with consumers,retailers and distributors.

Secondary Source:

 Balance sheet of the company

 Company website