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Toyota Motor Manufacturing in the United States - Case Study Example

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This paper "Toyota Motor Manufacturing in the United States" discusses Toyota’s luxury car brand that is facing declining sales and profitability in the UK. The automobile industry is passing through a difficult phase as current global financial crises have an impact on its profitability…
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Toyota Motor Manufacturing in the United States
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Download file to see previous pages The car manufacturing industry is one of the leading industries in the world due to its overall size and its impact on the economy of any nation. However, in the current economic situation, the overall state of the automobile industry may not be encouraging at all as the economic slow down is causing a sharp decline in the aggregate demand for the cars. The demand for usual small as well as luxury cars is decreasing and so is the profitability of the automobile manufacturing firms thus making it significantly more challenging for the firms to sustain such a hostile economic environment. (Henning, 2008). Not only the automobile firms from Asia and Europe are affected by the crisis but firms like Ford and GM are probably the worst-hit firms facing strong challenges in an environment that is clearly not in favor of doing business in this sector. In order to meet this uncertain situation, large manufacturers including Toyota are utilizing creative marketing techniques to bring back the customers and win their confidence.

Lexus is the luxury vehicle division of Toyota primarily launched in US-specific with selling objectives of capturing the luxury car market. Lexus was launched in 1998 in the US as a luxury car however Lexus is now being sold in more than 60 countries and also established itself as one of the leading brands outside the USA.

Despite such brand image Lexus is facing stiff challenges to meet its sales targets. The recent data indicate that it is not meeting its sales targets in the US as well as other markets. This paper will, therefore, look into this issue and explore as to how the situation is being handled at Lexus with special reference to the specific tools and techniques used. Besides, the operations of Lexus into the US and UK will also be explored to understand the overall situation.

Though, Lexus has officially launched in 1998 however its history dates back to 1983 when Toyota started to contemplate manufacturing luxury vehicles. Lexus is now considered as one of the most prestigious brands in the world because of the convenience and reliability that it offers to its customers. ...Download file to see next pages Read More
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