Hiroshi Okuda was pondering over whether to urge his firm, Toyota Motors Corp, to pursue aggressively market its new product, the Toyota Prius or not. It is an auto that features Toyota's new and technically sophisticated hybrid vehicle power train.
This launch choice enables discussion of the relevance of the Prius in Toyota's overall product strategy and investigates issues ranging from market structure to competitive dynamics and competitive advantage.
PUBLICATION DATE: January 13, 2006 PRODUCT #: 715C01-HCB-CHI
This is just an excerpt. This case is about STRATEGY & EXECUTION
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