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.
Compact case
Case
-
Reference no. IMD-5-0565-JP
Japanese language
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 4 pages
Data source: Field research

Abstract

This is a Japanese version. 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:
Industry:
Size:
> 150,000 employees
Other setting(s):
1999

About

Abstract

This is a Japanese version. 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:
Industry:
Size:
> 150,000 employees
Other setting(s):
1999

Related