Case Anayo Read the case and answer the questions gwen beltw Toyote Case history
ID: 435428 • Letter: C
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Case Anayo Read the case and answer the questions gwen beltw Toyote Case history The company launched its first passenger car the smaler mare fuel emioient automobike duning the 1973 ol crsis the company respande consumers desired but space and amenoes ike air-condtioning and AM-FM radia The world s largest automaker Toyata has come a long way in ts rearly eighty year odel cesign of Chryslers landmark Aurtlow and the engine of a 1933 Chevrolel Te oompany went through decades of trying 5mes. However when cansumers wanted a The Tayora Carona and Toyota Corlla offered basic features and acted as the mparTy's entry level cars Toyota abo Iaunched the Cressida, with the fuel efficiency oyota gradusly added mare models ranging in price, size feanures In 1982 the company intreduced the Camry- a four-door, md sized car ed more spsce than the Conona and became the best-seling passenger car i he frst of the Company s popular Svs, the 4Runner, appeared in 1984 later marphed into more of a passenger Cruiser. Toyota aso everal sporty and affordable During the 1980s and 1990s T North Amenca T looking and acting much ike a pickup truck I cars that targeted young adults In 1969 it launched Lexus, its luxury division promising an unparalleled experence starting with whte Glove treatment at the dealership. Toyota understood, however that each country definies Lmury differenthy In the United States, il meant comfort, size and dependabilty; in Europe attenion to Detail and Brand heritage As a resut, the company varied its adverising depending on the country and cuiture In 1997 Toyota launched the Prius, the first mass produced Hybrid car for $19,995- between the Corolla and the Camry The company's koen focus on developing a clean-energy car was briliantly tmed Over the next decade. Ford, Nissan, GM and Honda fallowed the Prius with Models of their own 1. What is the entry strategy used by Toyota and comment on the product misx developed by Toyota Corporation for the US markets 15 marks)Explanation / Answer
Toyota has followed strategy of manufacturing and supply cars in the luxury segment (mid & high price), affordable all the time to segment customers, including basic features and benefits like Fuel efficiency plus aesthetic looks plus space plus AC/ Radio etc. Then Toyota, moved from passenger cars to SUVs, Truck product variants, targeting similar luxury segment professionals/ businessmen, young fun loving sporty adults, kind of customer segments, thus always resonating with customer demands and then leverage this to energy efficient, clean energy product car like Prius.
Product Mix
- Passenger Car, Luxury Car
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