Product: Lexus
Country: Brazil
A well filled Executive Summary
Introduction
Country Overview: to determine what our customer base really is and their characterisucs. This does not need to be crazy detailed but should be focused on what matters in terms of Toyota selling their product in this market – need to keep it focused
· Income analysis
· Demographic analysis
· Regulatory analysis
- Barriers to entry: Are there any legal barriers that need to be overcome in order to enter the market? For example, you need a licence to enter the pub trade. Consider whether you will need an export licence to enter a particular international market. What are the limitations to trade, such as high tariff levels and quotas? Etc..
· Porter 5 forces on the customer segment
· Conclusion what is our customer and size of market
Competitive Analysis: Look at the competition – is it aggressive? Are most of the suppliers to your target market domestic or international? Will this impact on your likely success? How will you position yourself in the market to stand out from competitors?
· High level answer to the questions in blue above
· High level Industry Analysis
o Then a SWOT Analysis of competitors as a whole
· Market Analysis
o Then SWOT Analysis of Toyota product in that market
· Potential Market Analysis (short and long term) - answer question are we competitive and if so why
Product details: we will have so describe the product to some detail so we can talk about benefits it offers
· price point
· target market/audience – from above
· Features and why those matter in this market - Are there product modifications required over the standard one
· product restrictions: (e.g. tariffs, quotas or non-tariff barriers)
· regulatory benefits
· What regulations, standards and codes must be complied with? And do we need to change the product to comply
Manufacturing strategy
- Do we manufacture locally or import (benefit / risk analysis). Need to support choice - this is rather detailed and needs to address costs, regulatory, cost of labor, educational level, employee cultural characteristics and do those match up with Toyota values (if not what are the downsides and who changes); protection of intellectual property, country infrastructure, environmental regulation and regulatory compliance
- Supply Chain Analysis – will depend on above somewhat
- How get product/spare parts into the country
- How distribute it to customers and where
- How do we maintain it – partnership or do it ourselves
- Do we manufacture locally or import (benefit / risk analysis) – this is rather detailed and needs to address costs, regulatory, cost of labor, educational level, protection of intellectual property, country infrastructure, environmental regulation and regulatory compliance
Organizational plan – what does the company look like in the country and define their roles and responsibilities locally in the country but also how and where they fit in the overall Toyota organization. Also data and analysis to support why did we pick that particular approach
Business Process – this kind of broad but we can probably cover it high level and just say they comply and align with Toyota practices for the parts that apply. UNLESS there are specific rules in the country that would necessitate a change and then we can talk about that
Market Entry Strategy
- How are we entering this market: local subsidiary, do we have to have a local partner, do we have two entities one for manufacturing on for sales (advantage in some countries), and why we made out choice
- Define potential market – from above restate
- Give details of what that customer looks like and why we want them
- Branding
- Advertising
- Promotion strategy and plan
- Distribution strategy – how we reaching these people
- Pricing Strategy and Plan
- Customer service plan
- Product compliance certification – any needed?