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Compact case
Case
-
Reference no. IMD-5-0565
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
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Abstract

This is part of a case series. Managers of the Corporate Identity and Brand Management Team propose a drastic change to Toyota's positioning in Europe. Toyota should abandon its traditional segment of value seekers, move into higher income segments and should standardise its advertising approach starting with the newest model, the Toyota Yaris. Should Toyota introduce this new positioning? How can Toyota convince its independent distributors of this new positioning? A video is available to accompany the case series.
Location:
Europe
Industry:
Automotive
Size:
> 150,000 employees
Other setting(s):
1999
Teaching note
-
Reference no. IMD-5-0564-T
Subject category: Marketing
Authors: George Raedler (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 20.05.2003
Length: 25 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0564
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2001
Version: 30.04.2004
Length: 26 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
View full details
Compact case
Case
-
Reference no. IMD-5-0565-JP
Japanese language
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0566
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Sean A Meehan (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 5 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Case
-
Reference no. IMD-5-0701
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2006
Version: 22.02.2006
Length: 6 pages
Data source: Published sources
Topics: Toyota; Lexus; Europe; Marketing; Brand; Positioning; Hybrid technology; Automotive industry
View full details
Supporting video
-
Reference no. IMD-5-0564-V
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 10 minutes
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
Notes: We recommend that you view the preview copy before purchasing this video. File size 929.2MB. Click for more information.
View full details

About

Abstract

This is part of a case series. Managers of the Corporate Identity and Brand Management Team propose a drastic change to Toyota's positioning in Europe. Toyota should abandon its traditional segment of value seekers, move into higher income segments and should standardise its advertising approach starting with the newest model, the Toyota Yaris. Should Toyota introduce this new positioning? How can Toyota convince its independent distributors of this new positioning? A video is available to accompany the case series.

Settings

Location:
Europe
Industry:
Automotive
Size:
> 150,000 employees
Other setting(s):
1999

Related

Teaching note
-
Reference no. IMD-5-0564-T
Subject category: Marketing
Authors: George Raedler (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 20.05.2003
Length: 25 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0564
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2001
Version: 30.04.2004
Length: 26 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
View full details
Compact case
Case
-
Reference no. IMD-5-0565-JP
Japanese language
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0566
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Sean A Meehan (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 5 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Case
-
Reference no. IMD-5-0701
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2006
Version: 22.02.2006
Length: 6 pages
Data source: Published sources
Topics: Toyota; Lexus; Europe; Marketing; Brand; Positioning; Hybrid technology; Automotive industry
View full details
Supporting video
-
Reference no. IMD-5-0564-V
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 10 minutes
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
Notes: We recommend that you view the preview copy before purchasing this video. File size 929.2MB. Click for more information.
View full details