‘TOTO’ is an abbreviation of the two Japanese words: Toyo Toki (meaning Oriental Ceramics). TOTO’s philosophy in designing bathroom furnishings is to protect the environment and its finite resources. Although the company manufactures and provides bathroom design solutions through a complete line of plumbing supplies, including bathtubs, showers, and basins, TOTO is best known for its high-end, innovative toilets. In 1980, TOTO invented the integrated electronic Washlet bidet, and since then have sold 33 million bidet seats throughout the world. The company’s Washlet Zoe was listed in the Guinness Book of Records as the world’s most sophisticated toilet in 2005. For the purpose of this assignment, you will focus on TOTO’s toilet and bidet product-line.
TOTO want to expand in the Australian market and have hired your Group as independent marketing research consultants to collect relevant information about the Australian consumers of toilet products that should help them in deciding how to expand in Australia. The decisions they need to make MUST relate to their marketing strategy – that is, the marketing mix tools (4Ps) and target consumers. You will complete a marketing research report consisting of:
- Project brief and research design (Assignment 1 & 2)
- Data analysis report (Assignment 3), and
- Presentation of your research findings to TOTO in the last week’s seminar (Assignment 4).
For more information, please refer to the video introduction from the Marketing Manager of TOTO in Australia, available on the MMK265 CloudDeakin site under Assessment Resources.
Wishing you an enjoyable time researching and developing your reports and we look forward to reading your reports.
