Toyota's European Strategy And Brand Reposition

2769 words - 11 pages

Executive SummaryToyota is the second largest car manufacturer and seller in the world today. In Europe ithas long been a marginal player as compared to its other endeavors in markets within US,Asia and Latin America. Over the last few years Toyota's market share has increased inEurope even though the European market has several strong regional competitors.Toyota's vision is to capture 5% of the Old World's roadway by 2005.However, the problem persists of how to establish Toyota as a brand in the Europeanmarket. According to (, 2006), Toyota has been a major success inNorth America controlling over 10% of the market share but it cannot apply the samemarketing strategy in the European market. Europe has several countries, within whichthe population exhibits its own unique preferences for certain automobile brands.With rising fuel prices, growing concern for the environment and an excellenttransportation system throughout Europe, Toyota has a challenge in establishing itself.Toyota must try and establish itself as a brand within Europe, specifically, a brand thatcaters to both the needs of the European market and consumer but, also makes Europe apart of the new motoring world. To successfully do this Toyota Motor Europe (TME)needs to do an extensive review of the current and future market, keeping stride with thevarious market segments in the region.Another important factor that TME would have to pay specific attention to is the socioeconomic factors prevalent in Europe currently. A combination of extensive marketresearch and the flawless creation of a new Toyota brand would take it beyond itsambition of achieving 5% growth in market share.Situation AnalysisToyota had first started exporting to Europe in the early 1960's beginning with countrieslike Malta, Cyprus and Denmark. The European market was protected and importrestrictions were imposed as early as 1975. The situation had no t changed much over theyears. In 1993 the EU limited imports of Japanese vehicles and also imposed a 10% dutyon all imported vehicles. These restrictions on imports would be removed in 1999 whichwould pave the way for unrealized potential within the European market for Toyota. Inorder to capitalize upon this opportunity, Toyota must establish and analyze its currentbusiness position. (See Figure 1.1 for SWOT analysis.)Figure 1.1: Toyota Europe SWOT AnalysisStrengths Weaknesses- Toyota's "Just in Time" manufacturing system supported by"Jidoka"- Toyota's promise towards "Sustainable Development" andgreen technology- Toyota's growing market share across the globe· More than 60 years of experience in the Automobile Industry· Toyota's management team which has laid out a very strongvision· Popularity of Japanese SUV's in Europe accounting for 9% ofthe European SUV market· Technical & market Research centre in Brussels· A varied product range· Toyota's failure to customize its product line for the...

Find Another Essay On Toyota's European Strategy and Brand Reposition

toyota competitve strategy Essay

1621 words - 6 pages leaded to many serious car accidents. This hurts Toyota's reputation and brand name very much. However, news from CNN still says that Toyota announced that they have no responsibility for gas padel problems and those car accidents. This is really bad for Toyota. Under product development strategy, what Toyota is supposed to do is to improve its product quality and technology. Besides, they also need to make sure their products are safety.Breaking

Toyota's History Essay

1512 words - 6 pages , it states that Toyota was listed in Scientific American which is a popular-science magazine, which It called the Toyota business as Business Leader of the Year in 2003 for commercializing an affordable hyrbrid car. Strategically constomers will buy what is well known and considered a good brand vehicle.The Prius has become Toyota's top selling hybrid car in America. It has three hybrid vehicles: Prius, Highlander, and the Camry. In 2010 Toyota's

Marketing Plan Phase II Paper

1578 words - 6 pages brand. Due to the appropriate marketing strategy that Toyota takes, it is apparent that the company remains strong against its competitors. Therefore, the marketing strategy and its components compliment the image surrounding Toyota's Corporate and its well-known brand.

Target Market Segments

1434 words - 6 pages in the brand. An important marketing strategy that Starbucks Coffee must utilize is to partner with a marketing agency. (McGraw-Hill, 2013) By partnering with a marketing agency, Starbucks coffee will be able to use full-service advertising which means that the company would be able to properly expand its brand and reposition itself in the market to a higher level. In overall, Starbucks Coffee is a very successful and established brand, but its


4412 words - 18 pages quality can be attributed to its innovative production practices. The quality aspect of Toyota's products have revolutionized the automobiles in the past and almost all the automobile companies had to try and better the quality of their products. It is a cornerstone of the cost leadership strategy that the company pursues. 3.2. Distinctive Competency Toyota's distinctive competence is its production system known as the "Toyota Production System" or

Article Review about Quality (TQM)

1144 words - 5 pages Toyota's quality issues and including my interpretation of the problem. In addition, I will discuss how Toyota's quality issue should be resolved.Article SummaryAccording to Maynard and Fackler (2006), although Toyota has been known to be the "crème de la crème" in the quality department, Toyota car owners have been receiving letters in the mail about vehicle recalls. As the world's largest automaker and its largest market in the


1570 words - 6 pages address the complex issues facing Dewar'sand its advertising agency and marketing department as they attempt todetermine how best to reposition the brand with the goal of increasingsales, increasing market share, attracting new customers, and increasingprofits. This affinity leads to brandloyalty which translates into higher sales, repeat business and increasedprofits. For example, if Dewar's sales andmarketing campaign were to able to link

McDonalds, what does it mean to you?

574 words - 2 pages localize their international chains after hitting a few roadblocks involving differing tastes in different locations. Although dropping the familiar brand in the United States may produce disastrous results, the company is left with room to experiment in their international markets. What works abroad may not work so well at home. This marketing strategy is tailored specifically for the British market, to the culture and the local consumer’s tastes and

Internationalisation Of Toyota

2699 words - 11 pages tie-ups with GM; Toyota established a joint venture company, New United Motor Manufacturing Inc. (NUMMI), with GM in the United States; and Ford expanded and reinforced its ties with Toyo Kogyo (now Mazda) in a strategy centred on Asia and the Pacific region.Joint ventures were also established with European manufacturers during this period: between Honda and British Leyland in the United Kingdom, between Nissan and Motor Iberica in Spain, and

PR Campaign

5138 words - 21 pages strength for our business by offering a better quality product and targeting advertising to this group.StrategyToyota strives to accelerate technological reform and technology development. Toyota's strategy for technology and product development includes strengthening technology in the engine and platform area. Toyota implemented in year 2003, a new technology system that allows the company to enhance the ability to formulate and execute global

Learning Team Meeting Three Assignment D. Describe the pace at which your product will move through the product life cycle and the factors that will impact its movement

2145 words - 9 pages information.MATURITY PHASE: Toyota strives to accelerate technological reform and technology development. Toyota's strategy for technology and product development includes strengthening technology in the engine and platform area. Toyota implemented in year 2003, a new technology system that allows the company to enhance the ability to formulate and execute global strategies. To exceed in today's global competition, Toyota is looking to deliver lower

Similar Essays

Toyota's European Strategy And Brand Reposition

3723 words - 15 pages increase sales. In addition, using the combined strategy is beneficialbecause of the sheer diversity of the European market which is comprised of a plethora ofnations and unique cultures. Secondly, research indicates that "Toyota's brand imagevaried a lot country by country. The variation resulted from varying levels ofcompetition, historic import restrictions and independent pricing mechanisms " (Radler G,Hokamura M, IMD, 2000, pg. 1). This

How The New Economy Has Changed Advertising And Brand Strategy Examine Using An Contemporary Television Advertisement

1510 words - 7 pages with the audience. Brand awareness is created however there is no call to action; does American Express now wish me to purchase a credit card? Using the new economy principles where companies not only grab market share but mindshare too, this advertisement is somewhat effective. Despite the indirect selling proposition of the advertisement, the memorable and entertaining visual representation would impact in the minds of consumers. However as

4 P Principle Of Toyota Assignment

327 words - 2 pages If we look at Toyota's 4 P marketing strategy, Toyota will find that Toyota has adopted the 4 P strategy as follows:   Product                 The product is Toyota brand car. The car is not very expensive. It is well-equipped with beautiful and modern design. And Toyota is a long-standing brand, so customers are very trustworthy as well. And if you look at the performance.Performance is comparable with the price of a comparable model

Marketing Management At Toyota Essay

8951 words - 36 pages )Deloitte (2007) U.S.Manufacturing Industry Practice: Automotive Sector [online] available from [21 march 2009]9)Digital literacy project (2009) Toyota's Aftermarket Support & Scan Tool [online] available from [13 March 2009 ]10) Emerald (2003) 'Matching Appropriate Pricing Strategy with Markets and Objectives.' Journal of product and brand management 3, (2) 1711) Fairfax Digital (2009) Cost cutting Toyota sees online as the way to go [online