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Compact case
Case
-
Reference no. IMD-5-0566
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 5 pages
Data source: Field research

Abstract

This is the third of a three-case series (IMD-5-0564 to IMD-5-0566). The introduction of the Toyota Yaris was a huge success. In total, 18 European distributors adopted the standardised advertising approach for the Yaris. Sales forecasts for the first year were soon raised from 100, 000 units to 130,000 units per annum. This success continued in 2000, Toyota had by far the strongest sales growth of all Japanese manufacturers in Europe. The last case of this series explains in detail the process followed by Toyota for repositioning the brand. The success of this repositioning process makes Toyota''s repositioning a best- practice example in the industry. A video ''IMD-5-0564-V'' is available to accompany the case series. The teaching note was written by D Turpin and G Raedler.
Location:
Industry:
Size:
> 150,000 employees
Other setting(s):
2000

About

Abstract

This is the third of a three-case series (IMD-5-0564 to IMD-5-0566). The introduction of the Toyota Yaris was a huge success. In total, 18 European distributors adopted the standardised advertising approach for the Yaris. Sales forecasts for the first year were soon raised from 100, 000 units to 130,000 units per annum. This success continued in 2000, Toyota had by far the strongest sales growth of all Japanese manufacturers in Europe. The last case of this series explains in detail the process followed by Toyota for repositioning the brand. The success of this repositioning process makes Toyota''s repositioning a best- practice example in the industry. A video ''IMD-5-0564-V'' is available to accompany the case series. The teaching note was written by D Turpin and G Raedler.

Settings

Location:
Industry:
Size:
> 150,000 employees
Other setting(s):
2000

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