More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9B04A003
Subject category: Marketing
Authors: Jennifer Nelson (Ivey Publishing, Western University); Jeff Saperstein (San Francisco State University)
Published by: Ivey Publishing
Originally published in: 2003
Version: 2017-05-24
Revision date: 7-Jun-2017
Length: 23 pages
Data source: Field research
Topics: Consumer behaviour; Product design/development; Multinational; Marketing management; International; Marketing
Share a link: https://casecent.re/p/14136
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

Toyota is a large, international automobile manufacturer headquartered in Japan, with plans to become the largest worldwide automaker, striving for 15 per cent of global sales. Toyota is committing itself to be the leader of the hybrid-electric automotive industry, and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota's challenge is to develop consumer attitude and purchase intent, from an early adopter, niche market model into universal mainstream acceptance.
Location:
United States
Industry:
Manufacturing
Size:
Large
Other setting(s):
2003
Teaching note
-
Reference no. 8B04A03
Subject category: Marketing
Authors: Jeff Saperstein (San Francisco State University)
Published by: Ivey Publishing
Originally published in: 2003
Version: 2004-01-15
Length: 9 pages
Data source: Field research
View full details

About

Abstract

Toyota is a large, international automobile manufacturer headquartered in Japan, with plans to become the largest worldwide automaker, striving for 15 per cent of global sales. Toyota is committing itself to be the leader of the hybrid-electric automotive industry, and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota's challenge is to develop consumer attitude and purchase intent, from an early adopter, niche market model into universal mainstream acceptance.

Settings

Location:
United States
Industry:
Manufacturing
Size:
Large
Other setting(s):
2003

Related

Teaching note
-
Reference no. 8B04A03
Subject category: Marketing
Authors: Jeff Saperstein (San Francisco State University)
Published by: Ivey Publishing
Originally published in: 2003
Version: 2004-01-15
Length: 9 pages
Data source: Field research
View full details