The Communication Strategy of Toyota Car Dealership Toyota Thai Yen Company Limited, Nakhon Ratchasima Province

Abstract

This research applies a qualitative method with the objectives: 1) To obtain the knowledge on marketing communication process of Toyota Thai Yen Company Limited Nakhon Ratchasima Province, 2) To obtain the knowledge on communication strategies of Toyota Thai Yen Co., Ltd, by content analysis from the data collection document in the last quarter of 2019 as well as conducting in-depth interviews with the management and chief marketing officer of Toyota Thai Yen Co., Ltd. The research result shows five steps of the media plan in the marketing communication process, which are 1) Initial review of information by analysing global economic data at global, national, and provincial levels. 2) Defining the marketing objectives in the fourth quarter of 2019, from October to December. The three objectives to increase the sales by 5 %, in both sedans and pickup trucks, achieve the top salesout of five dealers in the same brand of the province with marketing activities generate that sales of at least 15% per month. 3) Segment the target group into four groups, namely, officials, company employees, local leaders, and farmers, 4) Media integration using integrated marketing communications, and 5) Media usage scheduling as part of the marketing communication strategy by initiating communications strategies with the planning of the factors of the media receiver, creativity, and efficiency. The public relations strategy is to provide additional support, assist new news production, build attention as well as develop push and pull strategy with a strategic plan that is according to the level of organization management. The strategic planning is done under tactical planning, operational planning, and also a classification of planning in relation to duration as long-term planning, medium-term planning, and short-term planning, which is divided into master plans, work plans, and project plans.