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MMK101: TOTO to Expand in The Australian Consumer Market – Deakin College – Marketing Assignment

Internal Code: MAHOZ4

Marketing Assignment:

TOTO was founded in 1917 in Japan, and now is the leading global manufacturer of luxury toilets and bidets. ‘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.


1. Identify a suitable target market for TOTO within the Australian consumer market (that is, individual customers and households). We do not want you to market TOTO to business customers such as corporate builders, hotels etc., but to focus on the consumer markets

2. Identify how TOTO should position themselves within the Australian consumer market.

3. Develop marketing strategies using three (3) of the extended marketing mix elements (7Ps) that will enable TOTO to successfully expand into the recommended target market.

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