Toyota Case Analysis

IDENTIFICATION According to our analysis, Toyota is privationing corporate identity in its host country. Toyota is experiencing difficulty bridging the gap between its Nipponese collectivist conclusion and the individualist finishing of the United States in regards to its merchandising strategy. ANALYSIS Toyotas key challenge is the fact that it is lacking an overall image in the minds of its consumers. Their consumers see them as a product preferably than a company. For instance, the chief operating officer has concluded, no one knows who Toyota is, that it is a faceless organization and doesnt perk up a human element in the eyes of the consumer. This shows that its corporate identity is not currently designed to reflect the companys pencil lead position in terms of technology and image. Toyotas second impediment involves developing this corporate identity without diverting from its Japanese collectivist gardening. This culture encourages conformity and group cohesion, whi le it discourages individually standing out rather they are more uniform and homogeneous in nature. As such, formation your authentic self and broadcasting it tends to put the Japanese at risk of being separate from, rather than part of the group, which is where the challenge lies.The CEO wants its inviolate company, the heroes, to represent the face of the company, not just one single individual serving as a representative, as the American individualist culture would. However, the consumers Toyota wants to target in its host country practice individualism, while Toyota is apply strategies from its collectivist culture. In turn this causes a conflict in the trade strategy. RECOMMENDATION The following action steps willing address the lack of corporate identity that Toyota is facing while keeping the collective Japanese culture within the company 1.Hire a marketing team with acquaintance of cross cultures between Japan and the United States. This team will question and ident ify the target audience, help to identify the final theme, develop the cypher according to media outlets and scheduling, and finally, execute the improved marketing plan (Advertising Campaigns Meaning and its Process). 2. The marketing contract will focus on developing the heroes of the Toyota Way as a marketing investment. Toyota is a collective company and so this oppose will brand the company as a whole without proper individualistic like the culture of the United States.In developing this campaign Toyota will need to put their heroes out front over and over again. An mannequin of changing faces as Toyota is planning can be seen with Chryslers Dodge Ram. Chrysler has been changing their image from being hard nose and tough to family and military accessible (Snavely, 2013). 3. The marketing team will determine a clip transmission line for the change in image. With the initiation of the time line, there should be sixsome months to develop and begin running the campaign. Toyota will run the campaign for a minimum of one year with a more realistic time frame of three years.If you look at Chrysler, they have been running the campaign to change their image for two years and are still running. Chrysler has make a huge leap with the recent Farmer ad pathetic them to the softer side of their image (Scullio, 2013). Works Cited Advertising Campaigns Meaning and its Process. n. d. February 2013. . Snavely, Brent. Fresh merchandising Eyes. Winnipeg Free Press A. 1. 2013. Print. Sciullo, Maria. Super Bowl Ad Glorifying Farmers a Hit. McClatchy Tribune wrinkle NewsFeb 05 2013. ABI/INFORM Complete. Web. 26 Feb. 2013 .