Question

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?

Answer 1

market orientation

Step-by-step explanation:

In marketing, market orientation means that a company focuses its marketing efforts towards recognizing and satisfying its customers' needs. It basically is what marketing should do; search what its customers want and need and then satisfy their needs.

In this case, Toyota researched the Latin market and developed specific strategies that focused on their needs.