Marketing Case

Marketing is important to the success of Toyota and its new luxury electric car, especially todays challenging economic environment. Without marketing an organization simply would be producing products that they believed will sell and can be sold for a profit. This concept is like rolling the dice at a craps table in Las Vegas. The organization may get lucky and produce products that consumers want and generate customers or the organization may lose everything to the competition that used marketing as a tool to determine what to produce. Even an internationally recognized organization like Toyota cannot afford to operate in a production era mindset if they hope to continue satisfying their customers and attract new consumers. Consumer needs, wants, and desires change quickly and if an organization is to survive it must stay on pace with those changing demands. Marketing provides Toyota the ability to structure a strategic plan for future products and long-term goals by researching what a customer wants, where the consumers are, when the product is needed, and what the price the consumer is willing to pay for the product. For Toyota to introduce a new luxury electric car all departments within the organization must work together as a marketing company to produce a solid marketing plan that will generate a product description, a consumer analysis, and a competitor analysis, so Toyota can accurately predict the consumer demands. Marketing provides Toyota a tool to align the objectives and goals of the company so that the products that will be manufactured match the needs of its customers, and builds a strong loyal customer base (Kotler, & Keller, 2012).

Description of the New Toyota Phoenix Luxury Electric Car

The new Toyota Phoenix is a fully loaded luxury electric car. This machine is designed to transport 5 individuals with enough room between each person for comfort. Each unit comes standard with leather heated seat in both the front and back. The seats are also equipped with back massagers. The Phoenix has electric sliding seats in both front and in back. The Toyota Phoenix is designed for high performance; its maximum speed is 120 miles per hour. Being that this is a fully electric vehicle it will run for 24 hours before needing to be recharged. This vehicle has a built in battery charger that automatically powers the vehicle should the vehicle need additional charge after a 24 hour trip period. The Phoenix has a huge spacious truck that can carry several items at once. This vehicle comes standard with satellite radio and is equipped with Bluetooth capabilities. IPod and MP3 player connections are built in. The steering wheel is designed for easy access to control the radio, and temperature in the vehicle. A navigation system is built as a standard item in the vehicle. OnStar is placed in the vehicle for free for the first year after the year, the vehicle owner has the option