Strategie Marketing: Toyota, Geely, Tata
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Transcript of Strategie Marketing: Toyota, Geely, Tata
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70 years of car experience
Barriers to Entry:
• Cost to entry
• Government Legislation
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1. Toyota will remain first leader
2. New entrants breach the automobile market
3. Evolution of External Factors
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Cheap, reliable, good fuel efficiency
Captures the market
The big 3 cannot compete against Toyota
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1st world leader
70 years of car experience
Cutting edge techniques top notch technology
Avant gardist strategy Hybrid Leader
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• 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
.
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U.S, Europe, Japan Stagnant Growth
World's automakers shifted into reverse
Cheap cars are popular in:
established markets
the developing world
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India's auto market = double to 3.3 million cars by 2014
5 Millions 2-Wh/year Sold
Huge Market Potential
China's = 140% growth over the same period, to 16.5 million cars
The fastest growing car markets in the world
26% increase from 2004
Aim 1 million cars by 2010
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o Few people can afford it
o 30% less expansive than competitors
o 30 Different Models
o Starting Price 11 400€
o Tata made a $2,500 car
o The Nano
o Cut cost on everything
o No lack of potential customers: The midle class
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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)
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Acquire knowledge
Reduce their dependency towards a domestic market
Expend products portfolio and can introduce different range
Obtain a competitive advantage
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Car trend according to 4 different factors:
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Tata and Geely The Biggest car manufacturer in developing
countries
Toyota Loss of competitive advantage over green market
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• Oil is not an infinite resources
• Need of alternative sources of energy
• Mastering the new energy
Key competitive advantage
Hybrid may be outperformed
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• 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
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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