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Compact case
Case
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Reference no. IMD-5-0566-JP
Japanese language
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 5 pages
Data source: Field research

Abstract

This is a Japanese version. This is part of a case series. 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 is available to accompany the case series.
Location:
Industry:
Size:
> 150,000 employees
Other setting(s):
2000

About

Abstract

This is a Japanese version. This is part of a case series. 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 is available to accompany the case series.

Settings

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

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