IMD-5-0701 © 2006
Turpin, Dominique; Rädler, George
This is a follow up case to the Toyota collection (IMD-5-0564; 0565; 0567). The case adresses the problems faced in early 2006 by Toyota’s European managers. Toyota filed its ninth successive year of record sales in Europe and managers were becoming edgy.
But the market was dominated by local players and mature. Korean opponents were catching up fast and Toyota’s sensed quality wasn't where it is ought to be. This raises a variety of questions: What were the subsequent steps for moving the brand ahead? How should its hybrid vehicle technology be leveraged by Toyota? The best way to improve on the brand consciousness?
Toyota Repositioning The Brand In Europe (D) Growing Step-By-Step Case Study Solution
Subjects: Toyota; Lexus; Europe; Marketing; Brand; Positioning; Hybrid Technology; Automotive industry
Settings: Europe; Automotive; > 250;000 employees; 2000-2005
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