Marketing activities of the Toyota enterprise and ways of its improvement

Toyota LLC (Russia) website is located at:www.toyota.com.Toyota LLC (Russia) website interface is shown in Figure 2.2.Figure 2.2 Toyota LLC (Russia) website interfaceNext, we will analyse the effectiveness of the use of social networks by Toyota LLC (Russia) as the main element of the complex of the company's communication activity in the industry market (see Table 2.17).Table 2.17 Analysis of the effectiveness of the use of social networks of Toyota LLC (Russia), as the main element of the complex of the company's communication activity in the industry market for the period from 2018 to 2020. [51]Indicator name 201820192020Deviation2019/20182020/2019+/-%+/-%The total profit of the company1644.14578.45507.72934.3278.5-70.798.5The total profit of the company from social networks1521.84370.54689.82848.7287.2319.3107.3Number of transitions from social networks to the site (thousand)25006800790040852501169117.2Number of purchases (profit) from social networks (thousand)97011901390218.5122.4194.8116.3The ratio of the number of subscriptions / unsubscriptions from social. networks (thousand)1200/1401500 / 1701900 / 21095.7162.0-35.485.8Average number of post views (thousand)3700800093004303.7216.31363.9117.0Average number of likes on posts 7108709502101.810108.6Average number of comments on posts14539042025262273.6-259193.5Table 2.17 shows that in terms of the volume of services in 2018 -2020, there is an increase, which amounted to 2,934.3 thousand dollars. (+ 278.5%), which indicates the effectiveness of using social networks to promote the website of Toyota LLC (Russia).Average indicator of the number of comments on posts: are in a positive trend, which also indicates the effectiveness of using social networks to sell betting services of Toyota LLC (Russia).It also reveals a direct relationship between indicators of activity in social networks, with indicators of profit, interest and the number of purchases. To identify the relationship between the sales of the Toyota LLC (Russia) website and marketing costs in terms of using social networks, a correlation-regression analysis was carried out.The initial data for the analysis are presented in table 2.18.Table 2.18 Input data for regression analysisYearAnnual salesMarketing costs2012880 1061 3502013881 1111 3602014884,8061,5002015884 8542 1002016884 1312 1002018959,4262,9002019930,00029502020935,7432950Analysing the data, we can conclude that the nature of the location of the points on the graph allows us to draw the following conclusions[51]: it is possible to put forward a hypothesis about the existence of a relationship between the studied indicators, in particular: with an increase in marketing costs, the annual sales volume increases. there are no “outliers” (atypical values) in the initial data, which allows the analysis to be performed correctly. when browsing, a transition to the link is not always made, but it causes interest, thereby making it more involved in the account.As a result of the study, the following regression equation was obtained: Y = Inc. + Bm * X (2.1)Where:Y - annual sales volume (thousand dollars). Inc. - revenue;Bm - return in the form of sales of services;X - marketing expenses (thousand dollars)Y = 820180.7 + 39.4X,where X is marketing expenses (thousand dollars);Y - annual sales volume (thousand dollars). The equation can be interpreted as follows: with an increase in marketing costs, the sales volume of the studied enterprise increases, but even in the absence of investments in marketing, the revenue will be at least 820180.7 thousand dollars. Each additional thousand dollars of the marketing budget gives a return in the form of sales of services for 39.4 thousand dollars.The coefficient of determination in the equation is 0.88. This suggests that 88% of sales are attributable to marketing costs. The remaining 12% is the influence of other factors not taken into account in the equation.The analysis also confirms the significance of the coefficients of the regression equation: the values ​​of the t-statistics of the coefficients are 4.73 and 43.67 with a critical value of 3.71 (for a significance level of 0.01). Thus, the statistical characteristics of the equation indicate the adequacy of the constructed regression model.The methods of promoting the website of Toyota LLC (Russia) in social networks are presented in Table 2.19.Table 2.19 Methods of promoting the website of Toyota LLC (Russia) in social networksPromotion methodsToyota LLC (Russia)FBVKInstagramPublications(quantity / month)131513Reviews(quantity / month)131513Cross-spotting(quantity / month)131513Links to Forums(quantity / month)131513Advertising(quantity / month)131513Contests(quantity / month)131513Analysis of the methods of promotion in social networks of Toyota LLC (Russia) (carried out above) showed that the main instruments of activity of Toyota LLC (Russia) in social networks are:PublicationsReviewsCross-spottingLinks to ForumsAdvertisingContests.Number of activities - daily publications.Evaluation of the effectiveness of methods of communication activity in social networks of Toyota LLC (Russia) is presented in Table 2.20.Table 2.20 Evaluation of the effectiveness of methods of communication activity of Toyota LLC (Russia) in social networksPromotion methodsToyota LLC (Russia)FBVKInstagramPublications(conversion, in%)40twenty25Reviews(Conversion, in%))392124Cross-spotting(Conversion, in%)382225Links on forums(Conversion, in%)40twenty25Advertising(Conversion, in%)392124Contests(Conversion, in%)382225Based on the analysis (carried out in Table 2.7), it can be concluded that the range of positive conversion is 21 – 40%, which indicates the effectiveness of the methods of communication activity of Toyota LLC (Russia) in social networks[51].Determination of the effectiveness of methods of communication activity of Toyota LLC (Russia) in social networks was carried out by the method of actual measurements of conversion rates of promotion channels.Based on the analysis, we can come to the conclusion that the methods of communication activity of the accounts of companies in the Facebook network have the highest conversion, followed by Instagram, the least effective are the methods of promotion in the VKontakte network.At the same time, the "Publications" and "Links on forums" methods achieve the highest conversion.Based on the analysis carried out in this part of the study and evaluating the effectiveness of communication methods in the social networks of Toyota LLC (Russia), the following main conclusions can be drawn:Toyota LLC (Russia) uses such social networks in the promotion complex as VKontakte, Facebook, Instagram;The following tools are used as the main tools for promoting Toyota LLC (Russia) in social networks: PublicationsReviewsCross-spottingLinks to ForumsAdvertisingContestsEvaluation of the effectiveness of the methods of communication activity of Toyota LLC (Russia) in social networks showed that the methods of promoting company accounts in the Facebook network have the highest conversion, followed by Instagram, the least effective are the methods of promotion in the VKontakte network.At the same time, the "Publications" and "Links on forums" methods achieve the highest conversion.Based on the research carried out, in this part it can be concluded that the communication activity management system of Toyota LLC (Russia) is generally built in accordance with modern requirements, however, in my opinion, the communication activity management complex of Toyota LLC (Russia) needs improvement [51].The following questions were aimed at studying the marketing activities of the Toyota LLC (Russia) brand.In Figure 2.3 (see Figure 2.3 below), you can see that, basically, respondents see the Toyota LLC (Russia) brand advertising on the Internet or social networks (40%), it follows that Toyota LLC (Russia) brand products are directed, mostly for younger audiences.Figure 2.3 - Distribution to the question: "Where do you most often see advertising for the Toyota LLC (Russia) brand?"Since advertising campaigns are placed mostly on the Internet, this means that the target audience of this Toyota LLC (Russia) brand is young people. We need to evaluate how much the advertising of the Toyota LLC (Russia) brand attracts the target audience. The answer to this question is shown in Figure 2.4.Figure 2.4 - Distribution to the question: “Does Toyota LLC (Russia) brand advertising attract you? If yes, then what?From the data presented in Figure 2.4, it can be seen that the majority of respondents find it difficult to answer the question about the attractiveness of advertising for the Toyota LLC (Russia) brand. We can assume that respondents may not remember the Toyota LLC (Russia) brand advertisement.The next question from the questionnaire will help confirm or refute the assumption that we made above. The data is presented in Figure 2.5.Figure 2.5 - Distribution to the question: "How do you remember the advertisement of the Toyota LLC (Russia) brand?"Figure 2.5 shows that 10% of respondents do not remember a single advertisement of the Toyota LLC (Russia) brand, and 40% remember the actor from the advertisement. From this, we can say that the Toyota LLC (Russia) brand advertisement is not memorable.We would like to evaluate what emotions this advertisement evoked among the respondents (see Fig. 2.6):Figure 2.6 – Distribution to the question: “What emotions did the last advertising campaign of the Toyota LLC (Russia) brand evoke in you?”Respondents found it difficult to answer this question, this may be due to an unspecified image in the mind of the consumer, the advertising campaign is not associated with the brand, or because the respondents are not aware of the latest advertising campaign. This distribution of answers to the question shows us that the advertising campaign was not effective. Thus, the hypothesis-foundation was confirmed: advertising campaigns are not well thought out, since the target audience does not remember them.CHAPTER 3. DEVELOPMENT OF RECOMMENDATIONS FOR IMPROVING MARKETING ACTIVITIES OF TOYOTA LLC (RUSSIA)3.1. The program of marketing activities to improve the marketing activities of the enterpriseIn our opinion, the dominant role in the complex communications organization Toyota LLC (Russia)must be owned by an online marketer. Let's consider the recommended communication channels in more detail.Setting up advertising channels for Toyota LLC (Russia). Channel: Site; Tool: SEO site of Toyota LLC (Russia)Contextual advertising (Yandex, Google) Native advertising The target audience: Individuals over 18 years old.Task:By channel: Increase the citation index by 25%;Bring the site to the top - 100 by requests;Qualitative:one.Increasing brand awareness Toyota LLC (Russia)2.Become TOM (Top Of Mind) Among Consumers bookmaker services Quantitative:Increase sales by 30%; Channel: FacebookTool: Advertising in publics, contests, Product Placement in promotional applications, Conducting interactive promotions, SMO optimization, CrosspostingThe target audience:Individuals over 18 years old.Task:an increase in the number of subscribers by 20,000 per year;Channel: YouTubeTool: Advertising in publics, contests, Product Placement in promotional applications, Conducting interactive promotions, SMO optimization, Crossposting on other video hosting sites, websiteThe target audience:Individuals over 18 years old.Task:an increase in the number of channel subscribers by 10,000 per year;Channel: InstagramTool: Advertising in publics, photo contests, Product Placement in promotional applications, SMO optimization, Crossposting, websiteThe target audience:Individuals over 18 years old.Task:an increase in the number of subscribers by 10,000 per year;Channel: VKTool: Advertising in publics, contests, Product Placement in promotional applications, Conducting interactive promotions, SMO optimization, Crossposting, on the siteThe target audience:Individuals over 18 years old.Task:an increase in the number of subscribers by 50,000 per year;Channel: Articles on forums and sitesTool: Publications about Toyota LLC (Russia) campaigns on forums and websitesThe target audience:Individuals over 18 years old.Task:an increase in the number of reviews and transitions to the site by 30%;Channel: PR / BloggersTool: articles and posts on bloggers' own resourcesThe target audience:Individuals over 18 years old.Task:an increase in the number of responses and transitions to the site by 30%;The media plan of the program for promoting Toyota LLC (Russia) in social networks for September 2021 is presented in table 3.1 (target audience: Individuals over 18 years old).Table 3.1 Media - plan for the promotion of Toyota LLC (Russia) in social networks for September 2021AreaGeo positionDescriptionTargetingunit of measurementNumber of units for the periodUnit costCost for the period, rub.CTR,%ClicksImpressionsGoogle ad networkRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000FacebookRegion of presenceNative in the feedGeo, gender, age, occupation, interests1 click900eighteen16,2001.20%101584 583YoutubeRegion of presenceVideo in the event feedGeo, gender, age, occupation, interests1 view10,0002.525,0001.30%10,000769 231Bloggers Region of presenceColumn in the section "Sports betting"Geo---20,0005.0%10,000200,000TwitterRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000VKRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000InstagramRegion of presenceBanner on projects of the Google advertising networkGeo, gender, age, occupation, interests1 click1,500eighteen27,0001.04%1,300125,000Based on the analysis, it can be concluded that the communication system of the Toyota LLC (Russia) organization in social networks can be implemented with the expected effective result. 3.2. Evaluation of the economic efficiency of the proposed activitiesCost of draft proposals to improve the communication promotion system of Toyota LLC (Russia) are presented in table 3.2. Table 3.2 Expenses of the draft proposals for improving the communication promotion system of Toyota LLC (Russia)Resource nameQuantityResource typeResource cost1. Head of Marketing DepartmentToyota LLC (Russia)oneLabor40,000 dollars / month(standard rate)2. Marketing managerToyota LLC (Russia)oneLabor35,000 dollars / month(standard rate)3. Marketing managerToyota LLC (Russia)oneLabor35,000 dollars / month(standard rate)4. Marketing managerToyota LLC (Russia)oneLabor35,000 dollars / month(standard rate)4. AccountantoneLabor40,000 dollars / month(standard rate)5. Programmer2LaborRUB 50,0006. Analyst3LaborRUB 15,0007. Secretary2LaborRUB 50,000Total300,000 eight Budget draft proposals for improving the communication promotion system of Toyota LLC (Russia)MaterialRUB 496,000TotalRUB 796,000To assess the effectiveness of the draft proposals for improving the communication promotion system of the Toyota LLC (Russia) organization, we present the indicators of cash inflows and outflows (see Table 3.3). Table 3.3 Indicators of cash inflows and outflows of the draft proposals for improving the communication promotion system of the Toyota LLC (Russia) organizationIndicatorsPeriods by monthone234567eight910eleven12Cash flow from investment activities -796Cash flow income385397400398412386376375385379372364Balance of amounts.flow-411-1438678411961582195823332718309734693833Reversal rate0.98770.97550.96340.95150.93980.92820.91670.90540.89420.88320.87230.8615Discount.balance of amounts. flow-405.95-13.66371.87667.5811241468.411794.92112.32430.442735.273063.823302.13Accumulated discountedbalance of total flow-405.95-419.61-47.74619.841743.843212.255007.159231.7511662.1914397.4617461.2820763.41Table 3.3 shows the indicators of cash inflows and outflows for the year by months. Cash flow from investment activities is 796 thousand dollars. We write down this indicator with a "-" sign, since for the enterprise this amount is an outflow of funds. To calculate the line "balance of the total flow", we summarize for each column the cash flow from investment activities and the cash flow of income:SSP 1= -796 + 385 = -411 thousand dollars.SSP 2= -411 + 397 = -14 thousand dollars.SSP 3= -14 + 400 = 386 thousand dollars.SSP 4= 386 + 398 = 784 thousand. rub.SSP 5= 784 + 412 = 1196 thousand dollars.SSP 6= 1196 + 386 = 1582 thousand dollars.SSP 7= 1582 + 376 = 1958 thousand dollars.SSP 8= 1958 + 375 = 2333 thousand dollars.SSP 9= 2333 + 385 = 2718 thousand dollars.SSP 10= 2718 + 379 = 3097 thousand dollars.SSP 11= 3097 + 372 = 3469 thousand dollars.SSP 12= 3469 + 364 = 3833 thousand dollars.The reversion coefficient is used to bring the value of a monetary unit to its value at the present moment in time. It is calculated using the formula: To reversion = 1: (1 + i: m)m * n (3.1)where:i is the discount rate;m is the frequency of charges;n - time in years.Let's calculate the conversion rate for each month, taking into account the discount rate of 15%:To reversion 1 = 1: (1 + 0.15 / 12) 12 x (1/12)= 0.9877To reversion 2 = 1: (1 + 0.15 / 12) 12 x (2/12) = 0.9755To reversion 3 = 1: (1 + 0.15 / 12) 12 x (3/12)= 0.9634To reverse 4 = 1: (1 + 0.15 / 12) 12 x (4/12)= 0.9515To reverse 5 = 1: (1 + 0.15 / 12) 12 x (5/12)= 0.9398To reversion 6 = 1: (1 + 0.15 / 12) 12 x (6/12)= 0.9282To reversion 7 = 1: (1 + 0.15 / 12) 12 x (7/12)= 0.9167To reverse 8 = 1: (1 + 0.15 / 12) 12 x (8/12)= 0.9054To reversion 9 = 1: (1 + 0.15 / 12) 12 x (9/12)= 0.8942To reversion 10 = 1: (1 + 0.15 / 12) 12 x (10/12)= 0.8832To reversion 11 = 1: (1 + 0.15 / 12) 12 x (11/12)= 0.8723To reversion 12 = 1: (1 + 0.15 / 12) 12 x (12/12)= 0.8615To calculate the discounted balance of the total flow, you need to multiply the balance of the total flow by the reversion coefficient:DSPP1= -411 x 0.9877 = -405.95 thousand dollars.DSPP2= -14 x 0.9755 = -13.66 thousand dollars.DSPP3= 386 x 0.9634 = 371.87 thousand dollars.DSPP4= 784 x 0.8515 = 667.58 thousand dollars.DSPP5= 1196 x 0.9398 = 1124 thousand dollars.DSPP6= 1582 x 0.9282 = 1468.41 thousand dollars.DSPP7= 1958 x 0.9167 = 1794.9 thousand dollars.DSPP8= 2333 x 0.9054 = 2112.3 thousand dollars.DSPP9= 2718 x 0.8942 = 2430.44 thousand dollars.DSPP10= 3097 x 0.8832 = 2735.27 thousand dollars.DSPP11= 3469 x 0.8723 = 3063.82 thousand dollars.DSPP12= 3833 x 0.8615 = 3302.13 thousand dollars.To calculate the accumulated discounted balance of the total flow, add the discounted balance of the total flow of the current period to the value of the accumulated discounted balance of the total flow of the previous period: NDSSP2 = -405.95-13.66 = -419.61 thousand dollars.NDSSP3= -419.61 + 371.87 = -47.74 thousand dollars.NDSSP4= -47.74-667.58 = 619.84 thousand dollars.NDSSP5= 619.84 + 1124 = 1743.84 thousand dollars.NDSSP6= 1743.84 + 1468.41 = 3212.25 thousand dollars.NDSSP7= 3212.25 + 1794.9 = 5007.15 thousand dollars.NDSSP8= 5007.15 + 2112.3 = 9231.75 thousand dollars.NDSSP9= 9231.75 + 2430.44 = 11662.19 thousand dollars.NDSSP10= 11662.19 + 2735.27 = 14397.46 thousand dollars.NDSSP11= 14397.46 + 3063.82 = 17461.28 thousand dollars.NDSSP12= 17461.28 + 3302.13 = 20763.41 thousand dollars.The last value in the line "accumulated discounted balance of the total flow" will be the net discounted income (NPV), which shows the accumulated discounted effect for the calculation period. Consequently, the NPV of this project is 20,763.41 thousand dollars. The net present value is positive, hence the project is efficient. The payback period is the length of the period from the initial moment of investment to the moment of recoupment. To determine the discounted payback period of an investment project (PP), you must first determine between which periods the value of the net present value has reversed from negative to positive. In our case, this happened between periods 3 and 4. You can determine the discounted payback period using the formula:PP = p1 + | NPV1 | / (| NPV1 || + | NPV2 |) (3.2)where:p1 - period with the last negative NPV value;NPV1- the last negative value of the net present value; NPV2 - the first positive value of the net present value.Let's calculate the discounted payback period for this investment project:PP = 2 + │-47.74│: (│-47.74│ + 619.84) = 2.08 months.In total, the discounted payback period of the investment project is 2.08 months. Next, you need to calculate the discounted rate of return on investment (PI), which characterizes the relative return of the project on the funds invested in it according to the formula:PI = 1 + NPV: │∑invest│ (3.3)where:NPV is the project's net present value;∑invest - the amount of discounted investment.Let's calculate the number of discounted investments, multiplying them by the reversion rate:∑invest = │-796│x 0.9877 = 786.21 thousand dollars.Based on this, the discounted profitability index can be calculated using formula 3.3:PI = 1 + 20763.41: 786.21 = 27.41The resulting value shows that from 1 dollar of invested investments, the enterprise will receive 27.41 dollars of income. Since the index is greater than one, the project is considered effective. The next indicator characterizing the efficiency of an investment project is the internal rate of return (IRR), the discount rate at which the net present value becomes zero. The internal rate of return characterizes the level of return on investment generated by a specific project, provided that all project costs are fully covered by income. The resulting value of the internal rate of return will be used to assess the degree of stability of the project by the difference between the internal rate of return and the discount rate. To determine the internal rate of return, it is necessary to take as a basis a possible rate greater than the discount rate, and calculate NPV at this rate. Then you can calculate the internal rate of return using the formula:IRR = i1 + NPV1 / NPV1 - NPV2* (i2 -i1) (3.4)where: NPV1 / NPV1 - NPV2i1 - the initial discount rate;NPV1 - net present value at the rate i1;i1 - possible discount rate;NPV2 - net present value at rate i2.Let's use the formula for the present value of a regular annuity:an = (1-1 / (1 + i) nxm) / i (3.5)where: i - annual interest rate;n - time in years;m is the frequency of accumulations.796 = 385 хan1 (let's take the planned figure for 1 month)i1 = 15%an = (1-1: (1 + 0.15) 12): 0.15 = 5.64NPV1 = -796 + 385x5.64 = 1375.4i2= 16% an= 5.4NPV2 = -796+ 385x5.4 = 1283Based on these calculations, you can calculate the internal rate of return, based on formula 2.4:IRR = 15 + 1375.4 / 1375.4 - 1283 * (16 - 15) = 29.88%To assess the effectiveness of the project, we compare the IRR with the discount rate for the project. IRR is higher than the discount rate, which means the project is efficient.Table 3.4 shows the performance indicators of the draft proposals for improving the communication promotion system of the Toyota LLC (Russia) organization.Table 3.4 Performance indicators of the draft proposals for improving the communication promotion system of the Toyota LLC (Russia) organizationIndicatorsMeaningDiscount rate15%Discounted payback period0.2 yearsNet present value of the project (NPV), rub.20763.41Internal Rate of Return (IRR)29.88%Thus, all simple indicators for assessing the effectiveness of the draft proposals for improving the communication promotion system of the Toyota LLC (Russia) organization are within the normal range. Based on the results of evaluating simple performance indicators, the project can be considered acceptable for implementation.ConclusionThe purpose graduation qualification work was the development of proposals to improve the communication system of the organization Toyota LLC (Russia). In accordance with the set goal, the following tasks were solved in the work: studied the theoretical aspects of managing the marketing promotion of the company;the analysis of the communication promotion system of the Toyota LLC (Russia) organization was carried out;proposals were developed to improve the communication system of Toyota LLC (Russia);In addition, on the basis of the conducted research, it can be concluded that the definition of the concept of "communication", in the context of the BCI, assumes that an exchange of information of specific content takes place between the end buyer and the seller. The term "marketing" defines the specifics of the means and instruments through which the exchange takes place. In turn, the concept of “integrated” explains the basic principles of the BCI implementation, since it implies some kind of commonality, unification, connection of all means and tools into one whole.Thus, integrated marketing communications is a complex of means and tools combined into one process, which is aimed at meeting the needs and requirements of both the seller and the consumer [20].The idea of ​​integrating marketing communications was put forward in the mid-1980s. Many scientists anticipated the advent of the era of communication synergy and proposed a definition of communication synergy from their point of view. [12]The synergy of many communication tools in the enterprise helps to develop the ideas of IMC. [22]. We emphasize that during this period there is no precise definition of integrated marketing communications. Researchers generally believed that the definition of IMC should differ depending on the position of use. Thus, the definition of IMC, presented at the 3rd Annual IMC Conference, sponsored by the US Northwestern University in 1996, covers five aspects. Here is a brief description of the five aspects of defining a BCI:IMC is a long-term process of developing and implementing various forms of persuasion programs for existing and potential clients. The client decides how to communicate. All customer touchpoints must have a noticeable communication impact. Technology makes customer interactions more and more possible. A new approach to testing the results of marketing communication is needed.At the same time, at the present stage (taking into account the conditions of the limitations of the global epidemic of COVID - 19), advertising on the Internet is the most effective, quick and simple method of attracting a client. 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