IBM 414 Current Events
Assignment #6
Publication Source: BusinessWeek (online)
Date: 5/27/02
Page(s): n/a
Title of Article: Your Father's Toyota?
The firm is Toyota and the marketing strategy presented in this article is Toyota changing their product line to better serve a younger market in the hopes of taking back market share lost to Nissan and Honda.
Yes
The reasoning behind why I think Toyota©s strategy will work is because the company has a long history of providing a quality product and is greatly reflected in their design. Although the launch of two new vehicles were faced with difficulties, I feel that Toyota has learned from their mistakes and will come back even stronger then ever before and remain aggressive in maintaining its number one spot.
The concepts that are related to the textbook is Toyota being a global company and present in all of the Group Seven (G-7) territories (chapter 2, page 63).
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