Country assigned
This paper analyzes the marketing activities that happen in South Africa.
The link to the NEWS article.
Two sentences stating the International Marketing concept applied in the article
Based on the above article, the international marketing idea applied is the Kaizen marketing concept that encompasses the aspect of eliminating wastes and enhancing value stream of the business organization. Kaizen is a Japanese concept that combines the words “change” and “good” to refer to an ongoing process of advancement that is constantly improving for the better outcome in the production process.
Discussion of the marketing concept in the article
In the article, the news is about how FCB Joburg and Toyota South Africa (SA) announcing the upcoming launch of the new generation of Corolla that will be the subject of a new campaign. The two claim that this follows the successful introduction of the Corolla Cross which was made locally in the country, and has since taken the top spot among SUVs sold in South Africa. The Corolla Cross, a brand-new SUV, was presented to the market in 2021, according to Toyota SA. Based on the article, Toyota SA iterates that the locally produced Corolla Cross has been South Africa’s best-selling SUV since in the market implying that the car model is effective and most consumers have an interest in it. The vehicle attracted the attention of many buyers following the campaign showcasing the capabilities of the brand as well as incorporating the aspects of sportiness during the adverts (Ditha, 2022). The ‘Cross Boundaries’ advertising campaign was developed for the car because, according to the brand, there were big hopes for it in various target areas. The TV commercial series made for the Corolla Cross promotion, where the actors create map art via a path in their automobiles, is continued in the campaign’s main content piece.
The international impact of the move is the increase in South Africa’s vehicle exports. South Africa is one of the leading automobile producers in Africa, among other countries such as Nigeria, Egypt, and Morocco. Some of the most significant importers of cars made in South Africa include the United Kingdom, Germany, France, Italy, and Hungary. The local manufacturing facility for Toyota South Africa was one of the numerous companies affected by the terrible floods that struck KZN in April 2022. Deep wastewater and heavy muck made the entire plant unworkable, forcing Toyota to stop producing SA’s favorite vehicles. The Toyota Japan Disaster Relief team acknowledged the devastation to the equipment and infrastructure as the greatest disaster they had ever encountered. Therefore, this is an excellent move for Toyota’s locally manufactured products to enter the market after a short period out of the industry.
In addition, the move will significantly boost locally produced models, including the Toyota Hilux, Fortuner, HiAce, and Corolla Cross; Toyota South Africa made care to keep the public’s supplies of Completely Built-Up foreign vehicles. Therefore, based on the news article, the main aim of the management body of FCB Joburg is to create awareness of the Corolla Cross GR-Sport through the use of the Corolla Cross ads. The team incorporated multiple touchpoints including ATL channels, digital platforms, and BTL content to ensure the advert became communicative accordingly. Through the campaign, the companies targeted improving the value of their products across boundaries.
Reference
Ditha, L. (2022). FCB Joburg and Toyota SA launch Corolla campaign. Media update.