IBM 414 | Current Events
Assignment #3
Publication Source: BusinessWeek (online)
Date: 4/15/02
Page(s): n/a
Title of Article: Can Toyota Squeeze into Europe's Passing Lane?
The firm in this article is Toyota and the marketing strategy is creating a joint venture with European car manufacturer Peugeot Citroen in constructing a car manufacturing facility in Kolin outside Prague with the hopes of breaking into the European auto industry and gaining double-digit market share.
Yes
The reasoning behind why I believe this strategy will work is because Toyota has an excellent track record on execution. It has captured market share in the United States and in the process gained loyal customers who spread the word of Toyotaism. I speak from experience because my father will not buy any other car unless it bares the mark of Toyota. This company has constantly proven its ability to sustain its market leadership. Moreover, the first thing that comes to mind when people hear Toyota is quality and I strongly think that European consumers will understand why once they purchase a Toyota.
The concepts in which this article relates to from class are Europe and Japan being members of the World Trade Organization (WTO) [chapter 3, page 86] and both companies benefiting from trade.
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