Toyota conducts extensive consumer research and discovered that Latinos are reportedly 15% more likely to buy a Japanese auto brand, like Nissan, Honda, or Toyota, than any other ethnic group. Toyota is interested in the Latino market since they represent 20% to 30% of the brands' overall consumers. Due to its extensive use of research and customer insight, Toyota has been the top-selling brand for Latinos for over 10 years thanks to effective marketing, like the "Somos Muchos Toyota" campaign and the implementation of Total Toyota in 2014. Toyota created the Total Toyota strategy, or T2, to increase its focus on minority communities and enhance sales by heading up the project with a team of minority leaders in local business communities. Based on this information, which orientation best applies to Toyota?

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Toyota's extensive use of consumer research and customer insight shows that it is following a market orientation, where the company is focused on understanding and fulfilling the needs and wants of its target market, in this case the Latino community. The company's Total Toyota strategy, which involves working closely with minority leaders in local business communities, also reinforces its commitment to catering to the needs of its target market.

Toyota Conducts Extensive Consumer Research and Discovered That Latinos Are