Project Proposal Of

Brand Loyalty of Toyota Corolla

You are required to prepare and submit the revised proposal

(assignment 02) in the light of Instructor’s comments in this
proposal. You have to modify and update the contents
according to the recommended topic. Please make sure the
failure to comply with instructions will result in deduction of
marks.

Submitted By:
Muhammad Usman
Mc070400252
Session 2007-2009
26-03-2009

Submitted To:

Project Management Department MKT-619

 Virtual University of Pakistan, Defence Road
off Raiwind Road, Lahore.

Table of Content
1. Introduction

1.1 The Background of the topic……………….……………………………….. 3

2. Introduction of the project ……………………………………………………..3

3. Analysis Objective………………………………….…………………………. 4

3.1 Significance of the study…….……………………………...…………. 4

4 Project Proceeding………………..……………………………………….…....5
5 Methodology……………………………………………………………………6
5.1 Data collection techniques……………………….……………………. 6

5.2 Data Collection, Data Processing and Analysis………………………..7

5.3 Data collection Tools…………………………………………………..7

 1 The Background of the topic:

To analysis about Toyota Cars Success in the Car Market. We try to find out the reasons for
that decided to work on it. For that we must need to very closely and detailed overview of the
company.

In the beginning of calendar year 2006/2007 Suzuki Company launched Liana in Pakistan,
but it has been importing this car since 2005. Common perception about LIANA is that it fail
to fulfill the perceive value of the customer, the price paid is much higher against the value,
in our research work we try to identify how strong these arguments are? What are the reason
behind to not fulfilling the perceived value of customer, is this marketing or a manufacturing
failure, is there any role of imported cars.

The Toyota cars fulfill the whole of the customer’s need as they want in every of aspect but
customer had already mindset about the price of SUZUKI product that these cars are cheaper
then other car manufacturer. But as per requirement of customer Toyota Indus produce as a
luxurious car its time where as customer will be aware to the Toyota Car and this product
penetrate in the customer mind so Toyota has been getting a place in car market.

2 Introduction of the project

Every of the initial Start I would Great full to Almighty ALLAH Who Gave me a Power to
write on this report Because I do not have mind to think, to do, to make if I have some thing
that is the My efforts no doubt ….. It is also his great fullness.
The analysis of Brand loyalty of Toyota Corolla in the care market. the Toyota Indus success
in those achievement to sell more and more cars rather than others like wise in Pakistan many
of other car manufacturing companies exist in the car market like Suzuki Motors, Nissan
Ghandhara, Dewan motors etc are the famous car manufacturer in the Pakistan but most of
the top is Toyota brand the most of the reason is the mind set of the consumer that create and
build by Toyota Indus management no doubt they are providing most of the luxurious,
comfortable and satisfaction in every aspect in the buying of cars point of view people do not
want to compromise as they loyal to the brand this impact and people are focus on word to
mouth they avoid to experience himself first time

The reasons that can be given to provide justification to our conclusion are as follows:

2.1 Description of Project

• Through the analysis, we will come to know that Toyota is a marketing success also
a manufacturing success

• Questionnaire analysis has identified that people are believing more on word of
mouth rather than the first hand experience

• The above mentioned statement is proved with the analysis of the questionnaire
which reveals that the attributes which are mentioned for the price range given in the
question are a part of Toyota

So we can conclude that Toyota corolla potentially fulfill the perceived value demand of the
customers.

3.1 Objective:
The research objective is to find the fact that Toyota corolla is moving towards the bright
future or achieve more and more success in the car market for this purpose; we have decided
to find it by the following

 What are the factors behind the Toyota’s high shares in the market?

 Do Toyota corolla cars have enough capability to compete other luxury cars,
especially ones in the similar price range?

 Toyota corolla, towards a bright future or diminishing end?

 What are the strategies they follow for achieve more successes?

 Does some weaknesses are exist in more over the selling or manufacturing target?

 What are the marketing Mix strategies they have been adopted?

As above situation as we discuss before that point out the reasons who are strength and
success reason of the Toyota, as per other Car producing the people image that SUZUKI is
the cheap in cost of maintenance too but still they are not shifting in the new product of the
Pak Suzuki.

Our analysis now point out the some reason when we will done Questionnaire and interview
to the Car owners, Dealers, and company as well and we will found different opinion from
every individual and group might be they point out that this product Cost is so high as
compare to other one like Honda, Suzuki LIANA and etc cars. In these some sort of
awareness we will found the mentality.

3.2 Significance of the study

Under this heading, you have to discuss the importance or
benefits of your project to you and various other stakeholders.
  Our study will reveal the facts about the current market situation of the automobile
industry with reference to Toyota corolla and the other cars of the similar price range.

 Though the other Toyota cars have the largest market share, which shows a positive
consumer preference and association with the company of Toyota Indus, but this is
not the case with Toyota; the research will reveal the facts behind it.

 Toyota Corolla is mostly compared with the Honda City, so, our research will also
reveal the in depth analysis and comparisons of these two marvelous 1300 cc cars.

 We try to highlight the weaknesses and reason of the success about certain product
Because Toyota Indus Produce A Luxurious car as customer want.

As we reach the problem which that make a cause the Success of the Toyota Car Company
may try to make more better and try to overcome the problem that may be a hurdle to making
more brand loyalty and they can gain more market share by producing next edition of the car
that time they can widely focused on the change which they are left before and they
concentrate previous experience as they were face.

3 Project proceedings:

My project is based on to find out the key success factor of the Toyota Indus. If I compare
Toyota that manufacture 1300cc cars in other hand the Atlas Honda also has been
manufacturing of 1300cc both have approximate same price level, both companies are
Japanese company but what the competitive advantage goes to Toyota. My project target is
the Toyota corolla and Honda city. Most of the focus on to find out the Brand loyalty of
Toyota corolla that in which aspect Toyota corolla gain Market share as according to others
specially from Honda city. Some of the questions arise when I targeted the Toyota corolla
these some of them are given below:

• What is the tactics Toyota applying in those strategies?

• What are the marketing mix strategies?

 • What are the selling criteria of them?

• How customers attract at Toyota brand?

• How and which way they build brand image in customer’s mind?

• What are the strategies those enforce customer to buy Toyota brand?

These are the some sort of questions that arise in my mind these are not enough but being
time I will try to find out more other questions obviously some other questions also exist so
these type of questions will helpful to find out the brand loyalty of Toyota.

4 Methodology

4.1 Data Collection Sources:

There are two sources for the data, primary and secondary.

I will use Primary research will be based on interviews conducted and information gathered
through questionnaires.

• I will conduct secondary research from Internet, Journals, Toyota Web Site, articles,
newspaper, etc.

4.2 Data Collection, Data Processing and Analysis

Please specify the software to be used for data
processing.

The data gathered through the primary and secondary sources will be analyzed by qualitative
methods. Conclusion and analysis will also be included in the report. The other mathematical
tools like graphs, bar diagrams, pie charts and line diagrams will also be used for the deep
and comprehensive analysis of the data.
 4.3 Data collection Tools:

Our Way of data collection as we choose is the most useful techniques to know about the
particular issue that is Qualitative Technique because actually it is the issue of the Success
may be any of type so have need to Qualitative analysis we want to gather information about
the main issues those are the main and important reason of the Toyota succession. And this
Qualitative technique we discuss earlier

Questionnaire is required to be developed and filled

from consumers so as to analyze and evaluate the
scenario from consumer perspective. Primary data is
required to be gathered from dealers as well.