CHAPTER – 5
DATA ANALYSIS AND INTERPERTATION
TABLE 5.1 Do you own a car?
Options Percentage of Respondents
YES 95%
No 5%
TOTAL 100
Own a CAR
5%,
95%,
YES NO
Interpretation:
From above pie chart it can be stated that 95 % people having their own cars. And
5% of People not having the own car
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TABLE 5.2 which brand of car do you own?
Brand name Percentage of
Respondents
Toyota 50%
Honda 10%
Hyundai 12%
Maruti Suzuki 13%
Others 15%
TOTAL 100
Brand of Cars
15%
13% Toyota
50%
Honda
12% Hyundai
Maruti
10% Others
Interpretation:
From above it can be stated that 50% of people having Toyota cars,10% of
people having Honda cars, 12% of people having Hyundai cars, 13% of
peoplehaving Maruti Suzuki cars, 15% of people having other cars.
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TABLE 5.3 what are the valuable attributes you normally look while
purchasing a Four -Wheeler?
Attributes Percentage of preference of
Attribute
Design 10
Quality 15
Price 8
Brand Name 40
Comfort 12
Service 10
Performance 5
TOTAL 100
VALUE OF ATTRIBUTES
Design Quality Price Brand Name Comfort Service
10, 10,
12,
15,
8,
40,
Interpretation:
From above pie chart it can be stated that people give preference 40% to
brand name,15% to quality,8% to price,10% to design, 12% to
comfort,10% toservice,5% to performance.
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TABLE 5.4 which model of Toyota do you have?
Model No of people percentage
Fortuner 10 10%
Innova 30 30%
Glanza 10 10%
Camry 15 15%
Land Cruiser 10 10%
Urban Cruiser 15 15%
Toyota Rumion 10 10%
TOTAL 100 100%
Model of Toyota
Toyota Rumion Fortuner
10% 10%
Urban Cruiser
15%
Innova
30%
Land Cruiser
10%
Camry
Glanza
15%
10%
Fortuner Innova Glanza Camry Land Cruiser Urban Cruiser Toyota Rumion
Interpretation:
From above pie chart it can be stated that out of the people who having
Toyota,30% of people having Innova,10% of people having Fortuner and
Rumion and Glanza and Land cruiser, 15% of people having Urban Cruiser
and Camry.
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TABLE 5.5 how do You heard about the Toyota vehicle through?
Source Respondents Percentage
Friends 40 40%
Advertisements 24 24%
Tele call 6 6%
Event 20 20%
Consultant 10 10%
TOTAL 100 100%
Heard about Toyota
Consultant, 10%,
Event, 20%, Friends, 40%,
Tele call, 6%,
Advertisements, 24%,
Friends Advertisements Tele call Event Consultant
Interpretation:
From the above we can state that 40% people heard about the Toyota
vehiclethrough friends, 24% through advertisements, 6% through Tele
call, 20% through event and 10% through consultant.
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TABLE 5.6 Receiveness of staff with the customers at showrooms?
Receiveness at show room Percentage
Excellent 60
Very good 20
Good 10
Average 10
Poor 0
TOTAL 100
Receiveness of staff
0
10
10
20 60
Excellent Very good Good Average Poor
Interpretation:
From above pie chart it can be stated that the Receiveness with
customers atshow room is 60% excellent, 20% very good, 10% good
and 10% average.
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TABLE 5.7 Why are you chosen Toyota vehicle?
Attributes Percentage of preference to attribute
Features 30
Better Mileage 20
Brand name 40
All the above 10
TOTAL 100
WHY TOYOTA
Features Better Mileage Brand name All the above
Interpretation:
From above pie chart it can be stated that people give preference 40% to brand
name, 30% to features, 20% to better mileage, 10% to all the above attributes.
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TABLE 5.8 Where did you purchase Toyota car in Chennai ?
Show room name of Toyota Percentage of people
Lanson 50
Harsha 46
other 4
TOTAl 100
Purchase TOYOTA
Lanson Harsha others
Interpretation:
From above pie chart it can be stated that 50% of people purchase Toyota
vehicles at Lanson, 46% at Harsha and 4% at other show room.
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TABLE 5.9 Which show room is providing better service in Chennai ?
Show rooms % of people got better service
Lanson 50
Harsha 40
other 10
TOTAL 100
Sales
Lanson Harsha other
Interpretation:
From above pie chart it can be stated that 50% of people get satisfied with the
service provided at Lanson, 40% at Harhsa and 10% at other show room.
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TABLE 5.10 When did you intend to purchase your next car in Toyota?
Duration Percentage of people
6 months 30
1 year 40
1-2 years 20
No plan 10
TOTAL 100
Purchase of the Next Car
10
30
20
40
6 months 1 year 1-2 years No plan
Interpretation:
From above pie chart it can be stated that the percentage of people who are
planned to purchase their next car in Toyota within 6 months is 30%, with in one
year is 40%, with in one or two years is 20%. And 10% of people not yet planned.
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SWOT ANALYSIS
5.11 Toyota SWOT Analysis:
Toyota, known worldwide, is a big shot in the automobile industry. The
companyhas been around since 1937, growing from a small entity to an
industry titan. Today, Toyota isn’t just a name; it’s a brand representing
quality, reliability, andvalue for money. With operations spanning the globe,
Toyota’s influence in the automotive sector is undeniable. But
understanding Toyota’s SWOT analysis isn’t just about knowing its
reputation. It’s about digging deep to uncoverwhat’s beneath the surface.
Like any other business, Toyota has its strengths and weaknesses,
opportunities,and threats. No business is unbeatable, and a SWOT analysis
is just the tool we need to uncover these factors. It’s a deep dive into the
company’s internal and external environments, shedding light on the
positive and negative aspects.
So, whether you’re an entrepreneur looking to learn from Toyota’s journey,
an investor interested in its stock, or simply a curious reader, this Toyota
SWOT analysis is for you. It aims to provide a detailed understanding of
Toyota’s strengths and weaknesses and how these could play out against
opportunities andthreats in the future.
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Toyota Strengths:
1. Robust brand reputation and recognition
Step into any corner of the world, and the name Toyota rings a bell. That’s
the power of its brand recognition. This reputation didn’t pop up overnight.
Years of consistent quality delivery, innovative products, and top-notch
customer service have ingrained Toyota’s name in people’s minds. Trust
us; there’s no overestimating the value of brand recognition. It’s the magnet
that attracts and retains customers, especially in the competitive world of
automobiles.
2. Vast Range of Vehicles
Toyota’s strength lies in its variety. There’s a Toyota for everyone, from
compactcars to SUVs, hybrids to luxury vehicles. This extensive range of
offerings is noaccident. It results from strategic partnerships and constant
innovation, allowingToyota to cater to various consumer preferences.
3. Global Manufacturing and Distribution Network
Toyota’s global reach is nothing short of impressive. With manufacturing
and assembly plants scattered across the globe, Toyota ensures its vehicles
reach every nook and cranny. This vast network isn’t just about presence;
it’s about efficiency. Toyota uses advanced technology and lean
manufacturing techniquesto ensure smooth operations, ensuring their cars
are available when and where needed.
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4. Cutting-Edge Technology
Toyota is a tech-savvy player. It extensively uses artificial intelligence, data
analytics, and other advanced technologies to improve its operations and
customer experience. Toyota is always at the forefront of automotive
technology,from developing hybrid vehicles to implementing autonomous
driving features.
5. Impressive Financial Health
Toyota’s financial performance is a testament to its strength. Consistent
revenue growth, high-profit margins, and a healthy balance sheet make
Toyota financiallyrobust. This financial strength gives Toyota the freedom
to invest in new projects,innovate, and weather economic downturns.
6. Loyal Customer Base
Toyota’s customer base is vast and diverse. The extensive range of vehicles
and a strong brand reputation have helped Toyota attract and retain
customers from different demographics and regions. This loyal customer
base is one of the mainpillars of Toyota’s success.
7. Broad Range of Services
Toyota isn’t just about cars. It has successfully diversified into other related
services like financial services, marine, and even robotics. This broad range
of services allows Toyota to have multiple revenue streams, reducing
dependency on vehicle sales alone.
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8. Successful Partnerships
Toyota’s success isn’t a solo journey. It’s the result of numerous partnerships
and collaborations. Toyota’s partnerships have played a vital role in its
growth and diversification, from partnering with other automakers for
technology sharing to collaborating with tech companies for digital
transformation.
9. Strong Global Presence
Toyota’s footprint is truly global. Its vehicles are sold in over 170 countries,
andit operates manufacturing and assembly plants in multiple regions. This
global presence allows Toyota to cater to local markets effectively and
insulates it fromregion-specific downturns.
Toyota Weaknesses:
1. Dependence on the international market
Like many global companies, Toyota heavily depends on
international markets, which can pose particular challenges and risks.
For instance, currency exchange rate fluctuations, trade restrictions,
or political instability in a specific region, can significantly affect
Toyota’s revenue and profitability.
2. Recalls and quality control issues.
Despite its reputation for quality and reliability, Toyota has faced
several recallsover the years due to quality control issues.
These recalls cost the company financially and damaged its reputation
and customer trust.
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Continuous investment in quality control processes and systems is
essential for Toyota to avoid future recalls and maintain its reputation
for qualityand reliability.
3. Dependence on specific suppliers
Toyota operates on a Just-In-Time (JIT) inventory system, which
means it depends heavily on its suppliers to deliver parts on time for
manufacturing.
Any delay or disruption in the supply chain, whether due to natural
disasters, labor issues, or quality control problems, can disrupt
Toyota’s production process, leading to potential delays in product
delivery and lost sales.
4. High production costs
Toyota’s high production costs, particularly in Japan, where labor
costs are high,can be a significant weakness.
These high costs can make it difficult for Toyota to compete on price
with companies that have lower production costs
5. Slow to adopt new technology.
While Toyota has a reputation for reliability and quality, it has been
relatively slow to adopt new technologies compared to some
competitors.
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Toyota Opportunities:
1. Expansion into emerging markets
As a global automaker, Toyota has a significant opportunity to expand its
presence in emerging markets. Countries like India, Brazil, and certain
African countries, which have a rapidly growing middle class, present a
promising marketfor Toyota’s range of vehicles.
Toyota could significantly boost its sales volume and profitability by
expanding into these markets. However, this expansion requires a
comprehensive understanding of the local market dynamics, customer
preferences, and regulatory environment. Effective strategies tailored to
these markets’ unique characteristics can enable Toyota to capture a
significant share of these markets and strengthen its global presence.
2. Embracing electric and autonomous vehicles
With the world moving towards more sustainable forms of transportation,
there is a vast opportunity for Toyota to expand its range of electric vehicles
(EVs). While Toyota has already made strides in this area with its hybrid
technology, themarket demand for fully electric vehicles is growing.
Furthermore, autonomous vehicles represent another significant
opportunity. Astechnology evolves, Toyota can leverage its research and
development capabilities to build advanced autonomous driving systems.
Success in these areas could position Toyota as a leader in the future of
transportation and significantly enhance its competitive advantage.
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3. Expanding services in the shared mobility space
The shared mobility market, which includes services like ride-hailing and
car- sharing, presents a lucrative opportunity for Toyota. As urban
populations grow and environmental concerns increase, consumers opt for
shared mobility servicesover vehicle ownership.
By developing and expanding services in this space, Toyota can diversify
its revenue streams and cater to changing consumer preferences. Strategies
could include partnering with existing shared mobility service providers or
developingproprietary services.
4. Leveraging digital transformation
Digital transformation allows Toyota to improve its operational efficiency,
customer experience, and product innovation. Toyota can enhance its
manufacturing processes, predictive maintenance, supply chain
management, and customer service by investing in technologies like
artificial intelligence, machinelearning, and data analytics.
Digital transformation can also enable Toyota to develop more personalized
and connected in-car experiences for customers, thus creating a unique
value proposition and enhancing customer loyalty.
5. Fostering strategic partnerships and alliances
Strategic partnerships and alliances can allow Toyota to expand its
technological capabilities, market reach, and product offerings. By
collaborating with tech companies, Toyota can accelerate its development
of electric and autonomous vehicles, connected car technologies, and other
innovative solutions.
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Partnerships with local companies in emerging markets can also help
Toyota navigate these markets more effectively by leveraging the local
companies’ knowledge and networks. These partnerships and alliances can
boost Toyota’s competitiveness and growth potential in the rapidly
evolving automotive industry.
6. Investment in renewable energy solutions
As society becomes more environmentally conscious, there is an increasing
demand for renewable energy solutions. This presents an opportunity for
Toyota to invest in renewable energy technologies for its operations and
products.
For instance, Toyota can invest in renewable energy sources to power its
manufacturing facilities, reducing its environmental footprint and
operational costs. Moreover, it can develop vehicles powered by alternative
energy sources, such as hydrogen fuel cells, further enhancing its reputation
as an environmentally friendly automaker.
7. More acquisitions
Acquiring businesses that align with Toyota’s strategic objectives can
present an opportunity to expand its capabilities, reach, and product
offerings. Acquisitions in areas such as electric vehicle technology,
autonomous driving technology, anddigital transformation can help Toyota
stay ahead of the curve in these fast- growing sectors.
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Acquisitions can also provide Toyota with access to new markets,
customers, andtechnologies, driving growth and enhancing its competitive
positioning. However, assessing potential acquisition targets is essential to
ensuring alignment with Toyota’s strategic objectives and realizing the
potential benefits.
Toyota Threats:
1. Intense competition
The automotive industry is incredibly competitive, with several well-
establishedbrands like General Motors, Volkswagen, and Ford vying for
market share. As new entrants, particularly from the technology sector, such
as Tesla, join the fray,the competition becomes even more intense. These
competitors, with their unique value propositions and innovative
technologies, pose a significant threat to Toyota’s market position. To
maintain its edge, Toyota must consistently innovate, offering high-quality
vehicles that meet customers’ changing preferences and needs.
2. Regulatory changes
Automobile manufacturers like Toyota face a complex regulatory
environment that varies from country to country. Changes in emission
standards, safety regulations, or trade policies can significantly impact
Toyota’s operations, costs,and market access.
For instance, more stringent emission standards can necessitate costly
modifications to vehicle designs. Non-compliance with these regulations
can lead to fines, legal issues, and reputational damage, making regulatory
changes a considerable threat.
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3. Cyber security threats
Cyber security threats pose a significant risk to Toyota with the increasing
digitization of vehicles and reliance on software. Cyber-attacks can
compromise vehicle safety systems or customer data, leading to safety
concerns, lost customer trust, and potential legal liabilities. Toyota must
invest in robust security measures and continually monitor and update its
systems to stay ahead ofevolving threats.
4. Economic downturns
Economic downturns can significantly impact Toyota’s sales and
profitability. In times of economic uncertainty, consumers often delay
purchasing new vehicles or opt for cheaper alternatives. This reduced
demand can significantly impact Toyota’s sales, revenues, and profitability.
Furthermore, economic downturns can exacerbate competitive pressures as
automakers strive to maintain their market share, adding to the challenge.
5. Supply chain disruptions
Toyota, like other automakers, relies on a complex global supply chain.
Disruptions to this supply chain due to natural disasters, geopolitical issues,
or other unexpected events can seriously impact Toyota’s operations.
6. Technological disruptions
Rapid technological advancements in the automotive industry, such as
electric vehicles, autonomous driving, and connected car technologies,
threatentraditional automakers like Toyota.
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If Toyota fails to keep pace with these developments, it risks losing market
share to more innovative competitors. Thesedisruptive technologies require
significant investment in research and development and may necessitate
changes to Toyota’s business model andstrategy.
7. Shifts in consumer preferences
Changes in consumer preferences pose another significant threat to Toyota.
Today’s consumers are increasingly concerned about environmental
sustainability, leading to growing demand for electric and hybrid vehicles.
Theyalso value connectivity and digital features in their vehicles. If Toyota
fails to anticipate and respond to these shifts in consumer preferences, it
may struggle to retain its customers and attract new ones, impacting its
market position and profitability.
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CHAPTER – 6
SUMMARY OF FINDINGS, SUGGESTIONS
& CONCLUSION
6.1 FINDINGS:
From the survey about the people who have own cars I found that
50% of the people having Toyota cars,10% of the people having
Honda cars,12% of the people having Hyundai,13% of the people
having Maruti Suzuki and 15 % of the people having other cars.
Hence, we can say that most of the people having Toyota cars.
From the survey I found that most of the people giving preference to
brandname of the company then they look for quality and service.
And giving least preference to price.
From the survey about the people who having Toyota cars, most of
the people having Innova because it can be used for multi purposes.
Then Camry and Urban cruiser. But less people having Glanza cars.
From the survey I found that most of the people heard about the
Toyota through friends (who having Toyota cars) and by ads. The
people less heard about the Toyota through tele-sales, events and
consultants.
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From the survey I found that to purchase Toyota car 50% of the
people interested at HARSHA TOYOTA show room because it is well
established and also providing better services, 46% of the people
interested at Harsha showroom.
From the survey about the Behavior of the staff with customers, most
of the people well satisfied.
From the survey I found that most of the people interested to buy new
Toyota within one year. Because Toyota car having best quality and
providing better services.
6.2 SUGGESTIONS:
The company should maintain their market position and try to increase
theircustomers.
Enough spare parts for the latest models should be stocked, so as to
meet sudden break down calls.
To enable the customers to get in touch with the service personal more
easily, the number of direct phones should be increase or provide the
toll-free number.
Periodically, review meetings with the customers in different areas
should be convinced, to have a general consensus regarding problems
being facedby them.
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To increase sales of the cars, the company should concentrate on
advertisements and try to provide special offers.
If the company reduce the price of the cars, then sales will be
increaseddramatically.
6.3 CONCLUSION:
It was really a great experience, while doing Internship report for Toyota
Group. I was obliged to study now the marketing theories and other
managementprinciples are applied in corporate world. By doing Internship
on “Consumer Buying Behavior and Service Analysis” for Harsha Toyota.
I got opportunity to learn all marketing implication which otherwise would
not be possible anywhere else. After studying company’s past and present
marketing operation, I came to conclusion that company is having good
future prospects and can establish its edge over others which is now on its
growth stage. Toyota group is one of the largest manufacturing companies
for cars in the world. It was really a nice experience to do Internship for
Toyota and work with Toyota staff that is really kind-hearted and open-
minded.
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BIBILOGRAPHY
BOOKS:
PHILIP KOTLER-MARKETING MANAGEMENT
PHILIP KOTLER &GARY ARMSTRONG-PRINCIPLES OF
MARKETING.
CONSUMER BEHAVIOUR – MARGHAM PUBLISH
WEBSITES:
www.google.com
www.toyotaindia.com
www.harshatoyotakoyambedu.com
www.wikipedia.com
www.slideshare.com
www.scribd.com
www.marketingresearch.com
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