Toyota senior management has been meeting in Tokyo, Japan to devise a global marketing campaign centered on social responsibility. To this end, Toyota decided to hire a consultancy to develop a 9-month plan ending December 31, 2020. Management has asked for a presentation for an initial list of items that would be considered valid elements of a social responsibility marketing plan that would accommodate all the markets that Toyota competes in.

Questions

• What type of research would the consultancy conduct to understand each of the wide variety of cultures that the brand competes in?
• Armed with this researched information, how might the consultancy modify their social responsibility campaigns to accommodate some of the major markets?