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 group 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 Hispanics 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 upon this information, which orientation best applies to Toyota?

Question

Quizplus · Accepted Answer

Toyota's focus on extensive consumer research and customer insight indicates a market orientation, where the company is highly attuned to the needs and preferences of their target market (in this case, the Latino community) and uses that information to guide their marketing and overall strategy.

Toyota Conducts Extensive Consumer Research and Discovered That Latinos Are