Introduction A customer is the backbone of any given company; the main decision that a marketing manager should make determining his company’s market segment. A market segment is a homogenous subset of the main market, which share similar characteristics which make it demand similar goods. A segment is also stimulated by similar innovations. After developing a marketing segment the next step is to develop mechanisms to enable him sell in the target market. One of the ways to enter in the target market is marketing mix. An effective marketing mix ensures that goods are available to the target customer, when they need them at and they are affordable (Anctil, 2008). Toyota is the world leading automobile manufacture, its success has been tagged to its strong marketing strategy; it uses 4Ps to market its products. This paper looks into marketing mix (specifically 4Ps of marketing mix). It will also discuss how Toyota Company has utilized this strategy in its marketing. Concept of 4Ps 4ps concept was developed in 1960 by a marketing expert called E J McCarthy (Mind tools, 2010). The Ps represents Price, product/service, promotion, and place; Price The price of a commodity is an element of total cost plus a profit margin. When a target market has been established, there is need to determine the price affordable to the customers. A marketer should be aware of consumer trends and their potential. The social class that the product is targeted will influence the price of the products. The price parameter can be approached from the actual product price or the possibility that the product can be divided into smaller parts, not necessarily cheap, but to enhance affordability. From a broader point of view the market can be divided into three sections; the high class, the middle class, and the lower class. The high class is not interested on how expensive a product is, but their point of interest is the utility that the product is going to give. When they are buying things they are looking for something extra that can make them feel special and different. To target this group, the product should try to show how it is different from others, the price can be set high since the possibility is ,this group will think that the higher the price the higher the utility. The middle class buy the common goods in the market. When they are the target group, the price should be harmonized with competitor’s prices. When the target is the lower class, price is the determinant of the market, the lower the price the better. The products can be packed in smaller quantities at “lower prices”. Understanding of the market segment is thus crucial. Place The market segment that the marketer want to target, will influence the distribution that he is going to use. Where the customer is more likely to be found should be the place that the goods are provided. If the target customers are people who value recognition, most of them are in the high class, they are more likely to be found in the shopping malls and “designer” shops. The products should be displayed on these stalls. The possibility that these kind of client will be in the back street shops is unlikely and thus the products should n