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 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?

Question

Quizplus · Accepted Answer

Toyota's extensive use of customer research and focus on meeting the needs of the Latino market demonstrates a market orientation, where the company is focused on understanding and meeting the needs of its customers. This is distinct from a sales orientation, which would prioritize maximizing sales volume without as much consideration for customer needs, or a production orientation, which focuses on efficient production and cost-cutting. Target market orientation is not a recognized term in marketing theory.

Toyota Conducts Extensive Consumer Research and Discovered That Latinos Are