The Strategic Route of Lexus Term Paper Example | Topics and Well Written Essays - 2500 words

The Strategic Route of Lexus - Term Paper Example There have been huge sales of Lexus brand in different categories like hybrid, midsize premium and others. There are several models of Lexus. The focus is on Lexus GS model that is available in two variants: GS 300 and GS 460. These two are the premium products and have the capability to attract the consumers (Lexus, 2010). There is huge potential in the global market of the brand Lexus and the opportunity can be captured properly with an appropriate marketing strategy. The company needs to identify the primary and selected market for attaining more sales of Lexus. The brand Lexus GS model will be discussed in this paper regarding its potential in the United Arab Emirates (UAE) market. This research paper looks to determine the potential market of Lexus GS in the UAE market for the upcoming years (2011-2013). There are certain factors that have already been discussed and now it centers on the marketing strategy for Lexus GS. Marketing strategy is the key factor for the business success. There are two approaches i.e. primary and selective marketing strategies for the Lexus brand in the UAE market. The basic discussion of the paper is related to the type of demand that will be stimulated for the next three years. Both primary demand and selective demand will be focused upon the UAE market and one will be selected as a marketing strategy for Lexus. The UAE’s real growth for 2011 is expected to be 6.7%, 7% in 2012 and 6.7% in 2013. The per capita expected in 2011 is $43,030, $47330 in 2012 and $52160 in 2013. There is huge potential for Toyota Lexus market with increase in real growth and per capita income (Government of Ras Al Khaimah, 2009). According to Dubai Roads and Transport Authority (RTA), there were more than 1021880 registrations of new vehicles in the UAE market. The potential of the UAE market is estimated to be approximately 1542000.