Community Management of Toyota Owner Club

Background Technology takes part in the development of human being, especially information and technology. It creates globalization in to the highest degree every sector of economy, politics, education, and culture in almost every country. Technology makes information almost border slight and simplifies the customer source of information but on the opposite hand makes the market analysis grow more sophisticated and also creates the need of improvement in knowledge to understand the marketing model to manage with the dynamic improvement of technology.Marketing as knowledge to describe what-who-when-where-why-and how to the market works describe in 3 briny issue which is 1. Product management 2. client management 3. Brand management That is all learnt by marketeers so corporates could generate the demand of production continually time after time and surviving in the market. The problem nowadays is when the come withs marketing slowly has less effect on customer due to a lack of tr ust or the obsolete company 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 research said that 90% of customers are sure most recommendations his/her friend gave them and 70% of customers are sure about opinions on the internet. graph 1 Degree of Trust for company advertisement (April 2009, the Nielsen Company) Somehow it is a phenomenon that less of consumers are convinced of companys advertisements and shifted to an different form of advertisement which is what we call recommendation by acquintances.It is an oopportunity for companies to take advantage of a community or group of loyal customers as an information pipe root to attract customers and prospected customers. It is what we know as word of mouth, which the dissemina tion of information is not massive but undertake and spread in high speed thus making it unstoppable. To companies, above the line (ATL) advertising should not only 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 involvement 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 innovation (main issue of marketing explained above) into new concept of horizontal marketing which contains 1. Co Creation 2. Communitization 3. Character building The point in communitization is explaining the relationship between the company and the consumers with a community between them. Godin Seth in his book Tribal concludes that successful companies have the support from the community .It explains that consumers intend to be more connected 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 existent 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 pursual marketing effort. Fourier and Lee explain that consumers themselves would choose where they belong on the following type of connection 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 strengthen brand power. 2. Webs the consumer has one-on-one interraction, it is typically consumers who connect with for each one other on social media. They spread information and influence in one-on-one interaction but usually also aff ects other group members. 3. Hubs A hub connection needs a leader, the trend setter and figure who brings another consumer (follower) into the network and these consumers will move around the leader and create a dedication of brand.We might agree that a community is developed not to serve 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 maintain 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 researched the question to be developed as mentioned below 1.What sre Toyota owner Clubs strengths, weaknesses, opportunities, and threats in its current position ? 2. How Toyota explains the butt 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. info 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 section of PT Toyota-Astra Motors. 1. 5Internship Objectives This internship itself were conduct more than doing research are also to achieve these objectiv es