IMD-3-1673 © 2006
Ichijo, Kazuo; Rädler, George
The case describes Toyota's international strategy prior to focusing on the European market in specific. In the procedure; Toyota's European production capabilities more than tripled to over 600, 000 devices over the precisely same duration. Offering a vehicle with 93 % parts commonness likewise presented lots of difficulties on the marketing side: Toyota desired to target more youthful consumers in order to reduce the typical age of clients.
The case takes readers through the numerous actions Toyota took in order to promote the Aygo. Knowing goals: Toyota is a latecomer to the European minicar sector. The case reviews how Toyota distorted the company system in order to deal with the numerous complexities of this section.
Toyota's Strategy And Initiatives In Europe The Launch Of The Aygo Case Study Solution
Subjects: Joint venture; Toyota; Toyota Production System; PSA; Viral marketing; Generation Y; Minicars
Settings: Europe; Automotive; >200;000 employees; 2000-2005
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