The full size pickup truck segment is considered to be the most profitable (1)

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• Marketing Management
•  
• CASE STUDY (20 Marks)
• The full size pickup truck segment is
  considered to be the most profitable and the
  fastest growing segment in a slow growing US
  automobile industry. It is also highly
  competitive with players like Ford and General
  Motors dominating the industry. Over the years,
  Toyota, the second largest automaker after
  General Motors, has established a strong presence
  in the car segment of the US auto market.
  Following this, the company aimed to increase its
  share in the light truck segment through the
  launch of a new pickup truck model in early 2007,
  called Tundra. In the market for pickup trucks,
  the buyers were known to be tremendously loyal to
  trucks made by American companies.

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• Thereby, in its efforts to market Tundra,
  Toyota promoted the pickup truck at events
  considered to be traditionally American such as
  NASCAR racing, fishing tournaments, country
  western concerts, etc. The company also made an
  investment of 850 million to establish a new
  plant at San Antonio, Texas, for manufacturing
  only Tundra vehicles and set a sales target of
  200,000 units in 2007.

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• Answer the following question.
•  
• Q1. Analyze the trends, consumer profile and
  behavior in the light truck segment of the US
  auto industry
•  
• Q2. Discuss the marketing strategies adopted by
  Toyota for the promotion of Tundra 2007
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• Q3. Analyze the opportunities and challenges
  facing Toyota Tundra in the future.
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• Q4. Give an overview of the case.
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