The International Institute for Science, Technology and Education (IISTE)
Abstract
This is a study on Toyota automobile industry, especially on Toyota GB Plc. The work mainly focuses on the strengths and weaknesses as well as the company’s way of keeping competitive advantage. The purpose of the study is to explore the marketing strategy of Toyota GB Plc. in UK market. It is an explorative study in nature. Both primary and secondary data are used to get the insights about the market. The study concludes with the understanding and recommendation of how Toyota’s marketing mix is contributing to obtain a substantial market share and brand image for its innovative technology. Key words: customer, marketing mix, strategy, innovatio
