K1 – That they understand the merits of particular marketing concepts when
applied to selected business situations.
K2 – That they can understand the potential impact of factors in the external
environment on the marketing activities of organisations.
K3 – That they have understanding of the major decisions that organisations
confront in satisfying market-place needs.
K4 – That they understand market planning in organisations.
S1 – How to conduct research using relevant marketing journals and business
Assume that you are appointed as a Chief Marketing Manager for Toyota Motor
Your role is to evaluate the implementation of market opportunity to launch the
new 2020 version of the Toyota Fortuner SUV (Sports Utility Vehicle)within the
company’s portfolio in any country of your choice.
This assignment is divided into three elements. You will need to achieve an overall
mark of 40% to successfully complete this module.
In your role as Marketing Manager:
Part 1. Using appropriate knowledge of marketing philosophies, concepts and
theory, critically evaluate the strengths of Toyota Company’s marketing strategy for
the SUV category in delivering value to customers. (30%)
Part 2. Research and evaluate the key dynamics and trends in the competitive and
external environments with regard to SUV category. Identify the key factors that
underpin the opportunities for the new product launch. Include as Appendix 1 a
market research proposal that would enable you to qualify your ‘suggestion’. (note –
you are not expected to undertake the market research) (30%)
Part 3. In accordance with your knowledge of the marketing planning process make
appropriate recommendations to build a sustainable brand. Your suggestions for
implementation must be underpinned with relevant theory and real-life/academic
case studies. (40%).You are to suggest ways on how you would significantly
leverage the Toyota brand in making it the market leader in the SUV segment.
Your arguments, findings and recommendations should be supported by theories,
facts and figures published within academic books, journal articles, recognised
business magazines and market intelligence reports.
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