Introduction
The purchasing process allows firms to deliver their products to their consumers. For the best results, firms are encouraged to ensure that their processes are simple to enable consumers to make decisions with ease. Many firms have embraced such technologies as the Internet to facilitate the purchasing process (Pinterits, 2009). Thanks to these technologies, consumers are no longer required to make physical visits to the locations of the companies. Today, it is possible for an individual to make purchases online from the comfort of their home. Toyota is among the companies that have embraced modern technologies in its effort to enhance the purchasing process. In this paper, the company’s purchasing process is explored. The paper also examines the purchasing process in general by offering an account of personal experiences.
Toyota purchasing process
In the discussion above, it has been mentioned that Toyota has integrated modern technologies into its practices. The company’s website is one of the tools that it uses to broaden the reach of its products. The website also enables the company to work with potential customers in the pre-purchase phase. One of the ways that the website does this is by highlighting the different products that the company offers. For instance, when one visits the website, they are greeted with images of different vehicles that the company makes (Toyota, n.d). The display of the vehicles allows customers to understand the company’s product offerings. The site also features a tool that enables customers to compare different products and identify dealers. It can be argued that all these tools go a long way in creating customer confidence and facilitating the purchasing process.
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Toyota has embraced innovation through its website to provide customers with information that allow them to make purchasing decisions. The innovation in the website takes the form of an interactive interface and a design that is appealing. As mentioned above, the website features some of the vehicles that the company makes. These vehicles are presented in an appealing fashion. The company can expect to grab the attention of those who visit the website thanks to the eye-catching design. The website also offers users the option of entering inputs. For instance, one is able to view details about particular vehicles by clicking on them. This allows one to be more than a passive visitor of the website. It can be said that the company has embraced innovation to encourage active participation by customers.
Toyota advertisement
Toyota has developed a suite of tools that it uses to facilitate the purchasing process. In addition to the website, the company has also created advertisements that it hopes will generate interest in its products. In 2015, the company released an advertisement for the promotion of its Toyota Camry car. This advertisement was clearly intended to change the state of its customers. The advertisement features a runner who relies on prosthetic legs. The runner stumbles but manages to get back up on her feet (Wall Street Journal, 2015). It can be argued that the company wishes to elevate its customers from a position of failure to a state where they can triumph. Essentially, the advertisement is a promise by the company that the Toyota Camry offers total transformation.
In addition to attempting to change the state of its customers, the advertisement is also being used by the company to change the need recognition of Toyota’s customers. As noted above, the advertisement contains a scene where a runner recovers after stumbling repeatedly. An argument can be made that the company wished to point its customers to the need for comfort and reliability. It is as though Toyota wishes to tell its customers that they need the Camry car because it offers comfort and luxury that cannot be obtained from any other products. The advertisement is clearly effective. Evidence for this lies primarily in the fact that the advertisement has been watched thousands of times. Additionally, the features of the advertisement make it effective. This advertisement features events and scenes that regular customers can relate to. All individuals face struggles and Toyota promises to address these struggles through the Camry car.
Personal reflection on being lured
I am one of the thousands of customers who have been lured by companies who offer high-end products. Recently, I walked into a Samsung store that stocked one of the company’s most recent flagship phones. I was drawn into the store by the high price tag on the phone. I admit that the high end price of the phone shaped my thoughts. I thought that since the phone was so expensive, it must be of high quality. I think that the high price is a deliberate strategy by Samsung to generate interest in its products.
Purchasing process
My former employer had developed an elaborate process for purchasing. Thanks to this process, the company was able to obtain products that were needed for operations. The process for acquiring products was rather lengthy and frustrating. One needed to obtain approval from different departments before being supplies with items that they need to perform their duties. For instance, the company required employees to obtain authorization from the finance and the supplies departments. This made the acquisition of products rather difficult and hampered the performance of duties.
In the discussion above, it has been noted that my former employer established a strict policy that guided the acquisition of items. This policy applied to all items irrespective of their sizes. However, it was much easier to obtain such small items as stationery. It was much more difficult to obtain huge items such as computers. To be supplied with the huge items, one was required to justify their need for the items and commit to safeguarding these items. In the event that the huge items suffered damage, the company placed the burden of repairing the items on its employees.
The process for obtaining the items that employees required for their jobs was rather long and complex. As mentioned earlier, the company required employees to petition different departments. On average, an employee was forced to wait at least three days before receiving an item that they had requested for. The length of time that one had to wait increased with the size and cost of the requested product. For instance, we were forced to wait for computers for as long as one month given the complications and bureaucracy that defined the purchasing process. The purchasing process was time consuming and unnecessarily complicated.
Given how complex and time consuming the purchasing process was, it is little wonder that we faced difficulties in our efforts to obtain the items that we needed. The production process was halted for long periods as we waited for the items. This caused delays and angry complaints from customers. The other difficulty regarded the hassle that was involved in obtaining the products. One had to appeal to different departments for approval. This worsened the delays and created a working environment that was characterized with frustration. I believe that there are some measures that the company could have instituted to address these difficulties and improve the purchasing process. The company could have streamlined the purchasing process by making it simpler. Instead of requiring employees to obtain approval from multiple departments, the company could have created a division that exclusively tackles purchasing issues. I think that this will have gone a long way in reducing the time that we had to wait for supplies.
In conclusion, the purchasing process is one of the integral components of the operations of any firm. Thanks to this process, a company is able to guide customers in their selection of products. Toyota remains one of the companies that are exploiting modern technologies to enhance the purchasing process. This company combines the modern technologies with innovative advertisements that facilitate need recognition and promote the firm’s products. The success that the company has enjoyed and the growth that results from effective purchasing process underscore the need for firms to develop similar processes. This will allow the companies to reap the benefits that effective purchasing processes provide.
References
Pinterits, A. (2009). Coordinating Internet Sales with other Channels: A Performance Measurement Model. New York: Springer.
Toyota. (n.d). Toyota. Retrieved 7 th January 2017 from http://www.toyota.com/
Wall Street Journal. (2015). Super Bowl 2015: Toyota Camry Ad. [Video file]. Retrieved 7 th January 2017 from https://www.youtube.com/watch?v=GNOzKxJTCoo
