Competitive Analysis Of Toyota

Competition
The leader in automobile sales for quite a long time has been Toyota. It achieved the golden milestone of the largest selling car in history in 1974 and has remained on the top of the mountain since then (holding 12% global market share in 2013). In contrast Honda holds a comparatively paltry 4% market share and their earnings are less than half of Toyota. That being said, both are major manufacturers in the world automobile market. The other giants in the game, the Volkswagen Group (11%), PSA (3%), Nissan (8%) and Hyundai (9%) as well as General Motors (11%) and Ford (8%) in the U.S. all contribute significant market shares to the world total, the reasons these players always come out on top are several.
1. Manufacturing & Exploitation

The majority of these were Cars and a sizable minority in cases like General Motors (2.89 million or nearly a third of their vehicles) and Ford (2.67 million nearly half of their vehicles) were Light Commercial Vehicles (SUVs, pickup trucks, etc.). The luxury of being in the U.S. allows these two to tap in to the U.S. citizen’s taste for the LCV and exploit it to their advantage. The rest of the competition quickly slide in to the category of 2 million or more vehicles manufactured per year (Honda, Renault, Suzuki, BMW, Nissan, etc.). Here Fiat Chrysler Automobiles again demonstrates the manufacturers targeting the U.S. market for LCVs derive nearly half of their units produced from them (2.35 million units manufactured). Likewise, Toyota, Hyundai, Honda, Nissan and Suzuki all make the majority of their sales out of cars, not LCVs as their main markets are in Asia where the majority of customers do not care for SUVs or pick-up

The figure is featured in Vines that are proving to be exceedingly popular. Also, the Hyundai Sonata marketing campaign is using Social Media to spread the word. A video series called the “3000 mile test drive” shows the personal journeys of drivers using the Sonata.
Honda’s strategy focuses more on innovation. Their CEO has always been an engineer rather than a marketing executive, their centers around the world function independently (domestic strategy), their Research and Development centers focus on implementing the latest technology. Their cars however, are mostly tailored to the budget of developed countries and so, while their motorcycles may be found everywhere in the streets of Pakistan or India, their cars most certainly won’t.
Nissan’s strategy mirrors that of Toyota as the climbing sales in the UK are due to the manufacture of several mid-range vehicles. Also, 25% of its marketing budget is being spent on digital channels. Nissan stands a close third to General