Community Management of Toyota Owner Club

Background engine room egresss part in the development of human being, especi aloney in workation and technology. It creates globalization in close to every sector of economy, politics, education, and culture in almost every country. Technology makes information almost borderless and simplifies the client source of information but on the opposite hand makes the securities industry analysis grow much cultivate and also creates the need of improvement in knowledge to understand the merchandising model to cope with the dynamic improvement of technology.Marketing as knowledge to unwrap what-who-when-where-why-and how to the market works describe in 3 main egression which is 1. Product management 2. Customer management 3. Brand management That is all learnt by marketeers so corporates could generate the demand of production continually term after time and surviving in the market. The bother nowadays is when the caller-ups marketing soft has less effect on client due to a la ck of trust or the obsolete bon ton methods used in todays shifting market, companies needs to be more ease and open to new, necessary information so it could be disseminated to their customers.Social media and information portal, easily accessed by those who need current information and recommendations, is more preferrable to the consumer. A question said that 90% of customers argon sure approximately recommendations his/her friend gave them and 70% of customers are sure about opinions on the internet. graph 1 Degree of Trust for political party advertisement (April 2009, the Nielsen Company) Somehow it is a phenomenon that less of consumers are convinced of clubs advertisements and shifted to a nonher form of advertisement which is what we call recommendation by acquintances.It is an oopportunity for companies to take advantage of a residential district or group of loyal customers as an information stemma to attract customers and prospected customers. It is what we know as word of mouth, which the dissemination of information is not massive but specified and spread in high drive on thus making it unstoppable. To companies, above the line (ATL) advertising should not solitary(prenominal) be the main focus and main budget spent to market their product information and create the willingness to buy, companies also should convince the potential customer by developing the methods of effective below the line (BTL) advertising effective-efficient.Community meshing in this BTL aactivity is one of the activations in horizontal marketing. How to do that is develop a company that has marketing orientation from a precious concept (main final result of marketing explained above) into new concept of horizontal marketing which contains 1. Co mental home 2. Communitization 3. Character building The point in communitization is explaining the kindred between the company and the consumers with a conjunction between them. Godin Seth in his book tribal concludes th at successful companies have the support from the community.It explains that consumers intend to be more affiliated with other costumers rather than with the company. Here is great oopportunity if companies understand what its consumers want and take the appropriate action by accomodating consumers in a community or enter the existing community and give the companys influence there. A company needs to help consumers connect to their community so the influence has more power to persuade the following marketing effort. Fourier and Lee explain that consumers themselves would conduct where they belong on the following type of company 1.Pools here is where consumers are real brand fans and event hough they did not interact directly with other consumers in a community they would still be brand evangelists and confirm brand power. 2. Webs the consumer has one-on-one interraction, it is typically consumers who connect with each other on social media. They spread information and influ ence in one-on-one interaction but usually also affects other group members. 3. Hubs A hub connection needs a leader, the trend setter and figure who brings another consumer (follower) into the net and these consumers will move around the leader and create a devotion of brand.We might agree that a community is developed not to serving the business but to serve their members which attracts loyal consumers. But this indirect relationship does not mean the company has no intention, the company needs to mention in effective-efficient way so marketing effort will not be a waste but instead succeed slowly but sure, the company builds the building blocks of a consumers trust and loyalty, and the community has significant role in it. 1. 2Problem Formulation For the background has been explained before, authors have exploreed the research to be developed as mentioned below 1.What sre Toyota Owner Clubs strengths, weaknesses, opportunities, and scourges in its current position ? 2. How Toyota explains the skeleton work and milestones in this community management process ? 1. 3Research Objectives This research is done pursuing the explanation of problem found and set objectives as shown below 1. Identifying Toyota Owner Club has strength, weaknesses, oopportunity, and threat 2. Giving suggestion of current community management process has frame work and milestone 1. 4Research scope Author has scope in this research are 1.Research conducted while doing industrial training in PT Toyota-Astra Motors (Head Office, Jalan Yos Sudarso Sunter II Jakarta 14330) in Marketing Division- Marketing Communication Departement, Event Section. 2. training provided is infromation from author has observation, discussion, and primary and secondary data from industrial training period. 3. This research is not for profit and conducted as author has suggestion to the management, event slit of PT Toyota-Astra Motors. 1. 5Internship Objectives This internship itself were conduct m ore than doing research are also to master these objectives