电动汽车英语
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2023年2月28日发(作者：政策性金融债)ParyA:
ExecutiveSummary
Toyotaiscurrentlythelargestautomobilemanufacturerintheworldandthelargest
,foundedin1937inToyotaCity,AichiPrefecture,Japan,
onceovertookGeneralMotorsCorporationoftheUnitedStatesastheworld'slargest
'scurrentbusinessisbasedonthetechnologyandexperience
accumulatedatallstagesofautomobiledevelopment,production,sales,andservice.
Toyotahassetthegoalof"establishinganewindustryforthe21stcenturyafterthe
automobile"andisdevelopingnewbusinessfieldsandsystemproductstocreateamore
colorfulfutureinaccordancewithits"startingfromtheautomobile"philosophy.
Toyota'smanagementphilosophyistobeopenandfair,tostrivetobeanautomotive
companythathasfaithinsociety,toprovidesafeandenvironmentallyfriendlyproducts,
tocreateamoreprosperoussociety,toemployindividualcreativityandstrong
teamwork,andtoachievestablegrowthandcommonprosperitybasedonopenbusiness
inghigh-quality,compact,
smallcarswithconvenience,dependability,andsuitabilitygivesToyotaacompetitive
automobilesarerelativelynewinappearance,witha
ssemblyprocesshasobvioustechnical
advantagesoverotherautomakersinthetargetmarketandstrongproduct
marytargetmarketshould
consistprimarilyof30-to40-year-oldmalefamilycustomerswithafocusoncost-
'smarketingstrategyinMalaysiashouldemphasizesuitability,
increaseprofitmargins,increaseconsumerattention,andimprovethecustomer
experience.
MarketAnalysis
Currently,gasolinecars,pureelectricnewenergyvehicles,andhybridcarsarethe
predominantmodelsinMalaysia''stechnologyproducts
inthehybridcarsegmentarethemostpopularwithconsumersinthemiddle-classcar
marydemandforhybridautomobilemodelsstemsfromthedesireto
savefuel,ult,meeting
consumers'practicalityandcostrequirementsinthehybridcarmarketcanbecomethe
arifiesthetargetmarketforToyotahybrid
vehicles.
Age-basedsegmentationofthemarket
Thetargetcustomergroupshouldbeselectedtoplacegreateremphasisonaffordability
andto30–eopleareemployedinhigh-tech
andfinancialindustries,haveastableincome,holdmiddle-levelpositions,andare
sofpersonality,customersinthisagegroupseek
connotationandmicro-innovation,andintermsofcarconsumption,theyprioritize
gmentingthemarket,wecanconcentrate
ontheindividualizeddemandcharacteristicsofthisgroupandmakesegmentation
decisionsbasedonsafety,comfort,technologicalinnovation,mographichas
astableincome,isadvancingintheircareers,andisreceptivetonewexperiences.
Whenconsideringthepurchaseofacar,thisgroupofindividualsfocusesprimarilyon
twoaspectsofdemand:ontheonehand,whetherthecarispractical,suchassufficient
space,vehicledurability,notpronetofailure,etc.;andontheotherhand,whetherthe
pricerangeissuitablefortheirownconsumption.
Consumerdemand-basedsegmentationofthemarket
Mostconsumersprimarilyusetheircarsfordailyuse,includingcommutingtoandfrom
work,short-distancetravel,onally,theproportionoffirst-time
buyersaccountsforthree-quartersofthemarket,andtheyplacegreateremphasison
thevehicle'ydotheyrequirea
transportationvehicle,buttheyalsorequireavehicleforavarietyofotherpurposes.
Forinstance,totransporttheirfamiliesandchildren,forfrequenttravel,orfordaily
sly,therearealsosomerequirementsforofficialautomobilesand
high-endonlineautomobiles,andthelowenergyconsumptionanddurabilityofToyota
hybridmodelssatisfytheirprimaryrequirements.
Inconclusion,theprimarytargetmarketforToyotaTwinEngineHybridmodels
comprises30to40-year-oldswithhighandmiddleincomesandsuccessfulcareers.
EnvironmentAnalysis
Opportunity1:GovernmentpolicysupportandtheadvantagesofToyota'shybrid
technology
In2010,thegovernmentprovidedtaxincentivestoencouragetheresearchand
productionofhybridvehicles;in2014,theMalaysiangovernmentformulatedthe
NationalAutomotivePolicy2014(NAP2.0),whichliberalizedtheproductionofnew
energyvehicles(EEVs)inanefforttomakeMalaysiaanASEANhubfortheproduction
offuel-efficientvehicles;andin2020,theMalaysiangovernmentenactedtheNational
AutomotivePolicy2020.(NAP2020),whichproposesimprovingtheEEVcertification
systemtoencourageandattractmoreautomotivecompaniestoinvestandbuild
errightsandconsumerinterestprotectioninautorepairandrecalls.
Intermsofsafetyandenvironmentalfriendliness,Toyota'shybridmodelsaresuperior
tothoseoftheircompetitors.
Opportunity2:Thevastmarketspacefornewenergyvehicles
Malaysia'sdomesticpublictransportationisimperfect,anditsdomesticdemandfor
carsishigh,layingasolidfoundationforthedevelopmentofthenewenergyvehicle
industry;inforeignmarkets,MalaysiaisadjacenttotheStraitsofMalacca,locatedat
thestrategiccenterofSoutheastAsia,maritimeshippingcanradiatetheentire
SoutheastAsianregion,expandingitsdomesticnewenergyvehiclesalesmarketand
providingabroadmarketspa
Threat1:Inflationarypressuresandloanapprovalrestrictions
Accordingtothetheoryofautomobiledevelopmentstage,Malaysiahasmorethan400
unitsperthousandpeople,apercapitaGDPofover$10,s,andthe
automobileindustryshouldbelocatedinthelatestageofpopularizationorsaturation
ofthisstage;fromalong-termperspective,salestendtostabilize;theindustryisatthe
topofthescale.2015beforethecarmarketwasrelativelystable;2016-2017duetothe
economicdownturnandinflationcarmarketfluctuations,carsalesdecreased
significantly;Thehighnumberofthousandsofpeople,thesizeofasignificantincrease
inspaceisminimal,andisstableatapproximately600,
highestgrowthrateofthemarketdoesnotexceed5%,andfluctuationsormodest
owthrateislowerthanthatoftheASEANasa
porttariffsandlocaltaxratesontheMalaysianautomarketresultin
highcarprices.65yearsofageorolderpopulationaccountedforalargeportionofthe
upcomingagingsociety,anditwillinhibitcarconsumptioneconomicaspects,
economicgrowthinrecentyears,aslightdeclineinsocialincomedistributionis
unreasonable,thewealthgapislargeinhibitlow-incomegroupsconsumption
simultaneously,thepressureofinflationandincreasinglystrictloanapproval
restrictionsarealsoinhibitingthestructureofconsumergoodscategory.
Threat2:Thestrengthoflocalbrands
AlthoughtheJapanesesystemalsodominatesthemarket,Toyotahasbeeninsecond
placeformanyyears,whileperoduahasbeenthemarketleaderfordecades.
PartB:
KeyCompetitorsAnalysis
Additionally,'safter-salesservicehas
ntyears,consumershavecomplainedabout
problemswithHonda'safter-salesservice,whichstandsinstarkcontrasttoToyota's
excellentafter-salesserviceandhashadanegativeimpactonHonda'sdevelopment,
whichisnotconducivetoHonda'softechnology,Honda's
r,the
tly,thesafetyofthis
emeinstances,itissusceptibletoexplosionandfire.
TheToyotahybridsystemusesNiMHbatterieswithoutthisissue,andtheToyota
er,Toyota'sdesignisrelativelynew,withahigh
technologicalcomponent,andthevehicleassemblyprocesshasacleartechnical
advantageoverotherautomakersinthetargetmarketandastrongproduct
competitivenesscomparedtoHondamodels.
adominatestheMalaysianautomobile
market;'s
r,despiteits
enormoussalesvolume,Peroduaisrelativelyhomogeneous,withapproximatelyten
tion,Perodua'sperformanceinthenewenergymarketismediocre,and
itcannotcompetewithJapaneseautomobilesformarketshare.
Toyotahasaproductqualityadvantageoveritscompetitors,andeachproduction
processiscompletedinstrictaccordancewiththecompany'sregulationstoensure
ly,ts
founding,Toyotahasplacedapremiumonthetechnicaladvancementofitsproducts.
Itscutting-edgetechnologyhasbeenuniversallyacknowledgedbytheindustryand
'scompetitivenessisbasedprimarilyontechnological
tsearlystart,theJapaneseautomotiveindustryisaworldleaderin
paneseautomakersrank
Toyota'ste
eprogressionoftime,word-of-mouthhas
raproductispraisedorcriticized,
uently,any
hehigh
costperformanceofitsautomobileproducts,Toyotahasaccumulatedafavorable
reputationinthemindsofconsumersanddevelopedacertainbrandadvantageafter
'ssalescancontinuetobesupportedbyitsbrandadvantage.
MarketingStrategies
Toyota'sclearannualobjectiveistomaintainthebrand'ssecond-placepositionin
overallsalesontheMalaysianmarket,closethegapwithNorthDeerUniversity,and
maintainandconsolidateitspositionasthemarketleaderinhybridvehicles.
Strategy1:enhancingthecustomer'sperceptionoftheconsumptionexperience.
Accordingtothesaleschannels,theonlinemarketingoftheCamryTwinEngineHybrid
isunderdeveloped,andoftheexistingchannels,itprimarilyoriginatesfromtheofficial
website'sof
overallchannelsalesgrowth,offlinechannelscontinuetodominate,andthenumberof
perconcludes
thatToyotahybridmodelsshouldestablishexclusiveonlinemarketingchannelsand
erdecisionpriorto
consumerexperienceprocess,theconsumer'spropensitytomakeapurchaseis
ult,creatinga
flawlessconsumerexperienceprocessserviceisacrucialtaskforToyotahybrid
vehiclesinordertocreateanexperientialconsumeractivity.
Strategy2:improvingtheconsumerexperiencethroughAISAS-baseddesign.
Itconsistsoffiveparts.
cessitatesthatToyotacollaboratewithkeymobileAPPs
tofacilitatethetransitionfromofflinephysicaladvertisingtoonlineprecision
advertising.
asisofarousingInterest,consumerswiththeirowncar
buyingneedswillonlygofurther.
3.S–segment,asthefirststagehasalreadypiquedconsumers'attention
andInterest,theywillengageinsubsequentsearchactivities,includingonlineand
offlinechannelsforactivesearch,whichisthemostcrucialpointtounderstand.
ultofobtainingthepreliminaryinformationand
comprehendingtheinformationabouteachmodel,thedesiretopurchasewillinevitably
4sstoresandotherchannelsshouldbepreparedtoreceive
customersinordertoensuretheirsatisfaction.
5.S-Sharingisanimportantwaytospreadthebrand,andmanyconsumerswillshare
theirexperiencesbefore,during,andafterthepurchaseofacarviatheirthoughtsand
tedly,thiscontributessignificantlytobrandmarketingandmodel
ore,thebrandcanachievehighvisibilityandprovidedirectionto
otherconsumersatthisstage.
FinancialsGoal
AsthemostsuccessfulforeignautomakerinMalaysia,Toyotahassignificantgrowth
potentialduetoadvantagessuchasbrandandproductiontechnologyadvantages,
resourceadvantages,andexternalopportunitiessuchastheMalaysianmarket's
st2022,thankstotherelaxationofMalaysia's
epidemicpreventionpolicy,theMalaysianautomarketincreasedby272.8%year-on-
yearand36.7%month-on-month.
Thisdemonstratesthatwhenselectingamarketingstrategy,agrowth-orientedstrategy
ispreferred,asitnotonlyfacilitatesthesmoothimplementationofmarketingstrategies,
butalsopermitsthedevelopmentofnewandexpansivemarketingstrategiesin
accordancewithlocalconditionsandthevigorousestablishmentofmarketingchannels.
Continuetocapitalizeonadvantageousopportunitiestoexpandproductionadvantages
theepidemic,itwasdifficulttoimplementmarketing
strategiesandadoptstimulatingmarketingtechniquessuchaslowprices,andthe
inabilityofmarketingrecipientstoconsumethecorrespondingproductswasimpacted
tacancontinuetouseitsstrengthsto
producemoreaffordableandhigh-qualityproducts,itwilltheoreticallyhaveaprice-
delivered
over17,000vehiclesinMalaysiaduringthefirstquarterofthisyear,representinga12
percentmarketshare.
Itisanticipatedthatafteroptimizingthemarketingstrategy,thecompany'smarketshare
willincreaseandapproach15%.